TY  - GEN
AU  - SHASHIKALA, R
AU  - SURESH, A M
TI  - Measuring customer based brand equity using Aaker's model
PY  - 2013///
KW  - BRANDS
KW  - MARKETING
N2  - 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
ER  -