Brand equity, marketing strategy, and consumer income: A hypermarket study
نویسندگان
چکیده
As a result of the 2008 global economic recession, consumers have less income and have turned to less expensive brands and retail stores. This study examines the relationships of consumer demographics, shopping behavior, and the marketing activities (mix) that influence customer-based brand equity. A sample of 435 hypermarket shoppers is classified by low, middle, and high income segments. Using comparative (ANOVA) and causal (multiple regression) statistical analysis, the findings are similar for low and high income groups and some differences with middle income shoppers.
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