| 000 | 00937npc a2200157Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aSHAH, RINAL B | ||
| 245 | 2 |
_aA confirmatory factor analysis on brand equity in mobile handset market _bSEM approach |
|
| 260 | _c2013 | ||
| 300 | _a40-54 | ||
| 520 | _aThis study examine the practically and application of a customer based brand equity model in Indian mobile handset market. Hence the important attributes to make any moblie handset brand successful in Indian market will be disclosed. The study isbased on Aaker's conceptual framework of brand equity. Structural Equation Modeling (SEM) is used to investigate the casual relationships between the four brand equity dimensions and overall brand equity in the mobile handset market. | ||
| 653 | _aBRAND MANAGEMENT | ||
| 773 |
_oP14781 _nM _933681 _011236 _tIUP: JOURNAL OF BRAND MANAGEMENT |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c11713 _d11713 |
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