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- W2247690247 abstract "In this study, an attempt is made to explore the impact of selected marketing mix elements in the creation and sustenance on brand equity. The outcome of the study can provide meaningful insights into how marketing efforts can be channeled to build brand equity. Three brands - Nike shoes, Nokia high-end phones and Dove soaps - were purposively chosen for this study. Structural equation modeling was used for analysis. The respondents gave importance to store image (mean = 3.93), advertisement spending (mean = 3.54), and distribution intensity (mean = 3.31) for these relatively luxurious brands with different consumption pattern, indicating that of the three above-said mix elements, distribution intensity is relatively less important. Price deals (mean = 2.88) practiced by these brands are rated as less desirable from the perspective of brand equity. All the concerned brands were rated high in terms of brand awareness (mean = 4.23) and perceived quality (mean = 4.06) harmonious to the marketing mix efforts taken by these brands. However, brand loyalty, a sub-dimension of brand equity, was rated relatively moderately (mean = 3.5), indicating that with many competitive substitutes, brand loyalty is far from reality, whose real influence can be measured better using a longitudinal study." @default.
- W2247690247 created "2016-06-24" @default.
- W2247690247 creator A5007153170 @default.
- W2247690247 date "2012-11-01" @default.
- W2247690247 modified "2023-09-26" @default.
- W2247690247 title "An Enquiry into Selected Marketing Mix Elements and their Impact on Brand Equity" @default.
- W2247690247 hasPublicationYear "2012" @default.
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