Bookcover of Marketing Mix and Its Influence on Hypermarkets Brand Equity
Booktitle:

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

LAP LAMBERT Academic Publishing (2012-06-01 )

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ISBN-13:

978-3-659-14224-6

ISBN-10:
3659142247
EAN:
9783659142246
Book language:
English
Blurb/Shorttext:
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.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Ali Khosraviani
Number of pages:
80
Published on:
2012-06-01
Stock:
Available
Category:
Business management
Price:
49.00 €
Keywords:
Brand Equity, hypermarket, Marketing Mix

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