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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

11

Strana od-do

483-494

Název nakladatele

International Business Information Management Association

Místo vydání

Milan

Místo konání akce

Milan

Datum konání akce

14. 11. 2011

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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