| 000 | 00950npc a2200181Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aSHASHIKALA, R | ||
| 245 | _aMeasuring customer based brand equity using Aaker's model | ||
| 260 | _c2013 | ||
| 300 | _a5-13 | ||
| 520 | _aBuilding 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 | _aBRANDS | ||
| 653 | _aMARKETING | ||
| 700 | _aSURESH, A M | ||
| 773 |
_oP15029 _nM _932638 _011203 _tINDIAN JOURNAL OF MARKETING |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c12148 _d12148 |
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