Marketing Mix and Its Influence on Hypermarkets Brand Equity
A Descriptive Study on Buyers’ Perception of the Marketing Mix and Its Influence on Hypermarkets Brand Equity
978-3-659-14224-6
3659142247
80
2012-06-01
49,00 €
eng
https://images.our-assets.com/cover/230x230/9783659142246.jpg
https://images.our-assets.com/fullcover/230x230/9783659142246.jpg
https://images.our-assets.com/cover/2000x/9783659142246.jpg
https://images.our-assets.com/fullcover/2000x/9783659142246.jpg
Brand equity has increased in importance and created the need to develop more complex measures than are now used. Customer-based brand equity evolved from brand equity and was based on customer's perceptions of brands. Using the marketing mix to predict customer-based brand equity (brand loyalty, brand awareness, perceived quality and brand association) was an essential goal of this study. Two instruments (Marketing Mix Scale and Customer-Based Brand Equity Scale) were combined and used in this study.
https://morebooks.de/books/de/published_by/lap-lambert-academic-publishing/47/products
Betriebswirtschaft
https://morebooks.de/store/de/book/marketing-mix-and-its-influence-on-hypermarkets-brand-equity/isbn/978-3-659-14224-6