Customer Based Brand Equity: Evidence from the Soft Drink Industry in Pakistan
نویسندگان
چکیده
منابع مشابه
Measuring Customer Based Brand Equity in Hotel Industry of Pakistan
Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...
متن کاملThe Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image: Evidence from Hotel Industry of Pakistan
The rationale of this study is to look at the association between services quality of Pakistani hotel and to scrutinize cause on customer satisfaction, brand image and customer loyalty. The primary data was collected from 5 and 8 star hotels of Pakistan. The response rate was 86%. Structural equation modeling (SEM) technique was used to analyze the data. The findings suggested that high quality...
متن کاملDesigning the Model of Factors Affecting the Customer Based Brand Equity on Brand Performance in the Cosmetics Market
Over the past few years, many organizations have come to believe that the brand of their products and services is one of their most valuable assets. Therefore, it must be said that the brand is an asset that has a significant part of the value of the property of institutions and organizations. In this research, the building brand equity (BBE) from the customer's perspective and brand market per...
متن کاملInvestigating the Factors Affecting Customer-Based Brand Equity in Selected Private Hospitals in Tehran and Kerman
Introduction: Branding is one of the most important needs of any organization to survive and improve the quality of provided products and services. Today, branding is also being increasingly used by health organizations and has become one of the important elements for improving the quality of services provided by hospitals as the main body of health services. In the present study, the factor...
متن کاملCustomer-based brand equity: Insights from consumer neuroscience
This review describes how insights from cognitive and behavioral neurosciences are helping to organize and interpret the relationship between consumers and brands. Two components of brand equity—consumer brand knowledge and consumer responses—are discussed. First, it is argued that consumer brand knowledge consists of multiple forms of memories that are encoded in the brain, including well-esta...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY
سال: 2014
ISSN: 2278-5612
DOI: 10.24297/ijmit.v9i2.2888