IDENTIFYING BRAND EQUITY DIMENSIONS AND MEASURING ITS RELATIONSHIP WITH PRODUCT QUALITY DIMENSIONS: A STUDY ON JUICE BRANDS IN INDIA

International Journal of Management & Entrepreneurship Research

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Field Value
 
Title IDENTIFYING BRAND EQUITY DIMENSIONS AND MEASURING ITS RELATIONSHIP WITH PRODUCT QUALITY DIMENSIONS: A STUDY ON JUICE BRANDS IN INDIA
 
Creator Ghosh, Saugat
Roy, Karnak
 
Description Brand Equity, which speaks about the perceived value of a product under a brand name, is one of the key measures of a brand’s success. Higher level of brand equity could be translated as higher perceived value, growing market share and greater ROI. Thus, marketers are in eternal pursuit to device strategies for achieving higher brand equity. But for achieving this, knowledge about brand equity constructing components is necessary. Although theoretical studies have identified some brand equity constructing components, empirical validation of the theoretical constructs are vague. Studies in this field also states that product quality plays a significant role in creating brand equity, but empirically the interrelationship between product quality dimension and brand equity is not properly measured. The present study which is conducted on the juice brands in India aims to identify factors constructing brand equity of juice brands and also to estimate the impact of product quality dimensions of juice as a product on brand equity of the juice brands.Keywords: Brand; Types of Brand Equity; Consumer Based Brand Equity; Dimensions of Brand Equity; Product Quality Dimensions
 
Publisher Fair East Publishers
 
Date 2021-01-07
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.fepbl.com/index.php/ijmer/article/view/191
 
Source International Journal of Management & Entrepreneurship Research; Vol. 2 No. 7 (2020); 463-475
2664-3596
2664-3588
 
Language eng
 
Relation http://www.fepbl.com/index.php/ijmer/article/view/191/348
 
Rights Copyright (c) 2021 Dr. Saugat Ghosh , Mr. Karnak Roy
https://creativecommons.org/licenses/by-nc/4.0
 

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