Brand Equity-Consequence Relationship: Evidence from Automobile Industry

Volume: 10, Issue: 3, Pages: 81
Published: Feb 27, 2015
Abstract
The objective of this study is to determine the perception towards antecedents of brand equity and also its consequence for passenger cars. Convenience sampling technique was use to collect data in the cities of Riyadh and Jeddah, Kingdom of Saudi Arabia. Self-administered online questionnaires were used to collect total 310 responses, and 216 were found valid (70 percent response rate) and used for the study. The responses were analyzed for...
Paper Details
Title
Brand Equity-Consequence Relationship: Evidence from Automobile Industry
Published Date
Feb 27, 2015
Volume
10
Issue
3
Pages
81
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