Antecedents of Customer Base Brand Equity: Empirical Evidence from Beer Industry in Sri Lanka.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F11%3A43866691" target="_blank" >RIV/70883521:28120/11:43866691 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Antecedents of Customer Base Brand Equity: Empirical Evidence from Beer Industry in Sri Lanka.
Original language description
Brand equity is strategically crucial element in the marketing programme in any organization. Even though it is strategic element of branding, it is difficult to measure. Previous researchers have made considerable attempt to develop constructs and toolsto measure brand equity, but there is no universally accepted way to measure it. Most of the researchers have argued that antecedents and dimension of brand equity can be varied in different industries and different contexts. Therefore researchers haveaddressed this issue with considering antecedents of brand equity in the beer industry in Sri Lanka. The main objective of the study is to identify the most significant antecedents of brand equity in Sri Lankan beer market. Aaker?s well-known brand equity model was used for developing conceptual framework. Survey method was used to gather primary data from 250 selected customers in age group 18 to 35 years by administrating detailed questionnaire. Structural equation Modeling was employe
Czech name
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Czech description
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 17th International Business Information Management Association
ISBN
978-0-9821489-6-9
ISSN
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e-ISSN
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Number of pages
11
Pages from-to
483-494
Publisher name
International Business Information Management Association
Place of publication
Milan
Event location
Milan
Event date
Nov 14, 2011
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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