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A study to indicate the importance of consumer-based brand equity" on consumer perception of brand - a case study of milk industries"

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Strong Brand Equity has become a very important factor that influences consumer's perception of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumer when making their choices.rnThis thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image, and perceived quality) of consumer-based brand equity on consumer perception of brand. However this thesis aims to find out which among these three dimensions (brand image, brand loyalty , and perceived quality) appear to be the competitive advantage of each brand and to find out if the relation between consumer based brand equity on the consumer perception of brand. Brand Awareness are treated separately from other dimensions because of the difference in scale.rnA structured questionnaire was constructed to provide answers to the research questions. In this research 65 questionnaires was distributed but only 50 usable questionnaires were used. The study surveyed four dimensions of consumer-based brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Consumer-based brand equity rating differs for each brand, and also the importance of consumer-based brand equity to consumer perception is differ.

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Availability

B00587

(wh)

Available

Detail Information

Series Title

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Call Number

587

Publisher

: Swiss German University., 2009

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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