Customer-Based Brand Equity Effects on Consumer Responses : A Study on Mobile Phone Brand

• المؤلف الرئيسي: Shazana, Mohd. Shariff
• التنسيق: أطروحة
• اللغة: English; English
• منشور في: 2002
• الموضوعات: HD28-70 Management. Industrial Management
• الوصول للمادة أونلاين: http://etd.uum.edu.my/954/1/SHAZANA_MOHAMED_SHARIFF.pdf; http://etd.uum.edu.my/954/2/1.SHAZANA_MOHAMED_SHARIFF.pdf; http://etd.uum.edu.my/954/

Brand equity is very important to marketers of' consumer goods and service. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to accept possible brand extension and willi...