Measuring customer based brand equity using Aaker's model

By:

SHASHIKALA, R

Contributor(s):

SURESH, A M

Material type:

Mixed materialsPublication details: 2013Description: 5-13Subject(s):

NLM classification:

658.827

In: INDIAN JOURNAL OF MARKETINGMSummary: 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.

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Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		43/3	Available		P15029

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.

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