Measuring customer based brand equity using Aaker's model (Record no. 12148)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00950npc a2200181Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.827 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | SHASHIKALA, R |
| 245 ## - TITLE STATEMENT | |
| Title | Measuring customer based brand equity using Aaker's model |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 5-13 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Building a strong brand requires careful planning and a great deal of long term investment. This paper attempts to examine the applicability of customer based brand equity model developed by David Aaker in the Indian context. A survey was conducted to collect the perceptions of consumers on jeans brands. Statistical analysis was performed to test the reliability of the scale and the results showed Cornbach's coefficient value to be quite satisfactory, ranging from 0.66 to 0.80. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | BRANDS |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | SURESH, A M |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P15029 |
| Note | M |
| Host Itemnumber | 32638 |
| Host Biblionumber | 11203 |
| Title | INDIAN JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.