The impact of customer-based brand equity on the operational performance of FMCG companies in India
Bijuna C. Mohan, A.H. Sequeira (School of Management, National Institute of Technology Karnataka, Surathkal, Mangalore)
| Year of publication: |
March 2016
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|---|---|
| Authors: | Mohan, Bijuna C. ; Sequeira, A. H. |
| Published in: |
IIMB management review. - Bangalore : IIMB, ISSN 0970-3896, ZDB-ID 2413253-6. - Vol. 28.2016, 1, p. 13-19
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| Subject: | Brand equity | Operational performance | Brand loyalty | Brand association | Perceived quality | Markenimage | Brand image | Markenführung | Brand management | Indien | India | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Performance-Messung | Performance measurement | Unternehmenserfolg | Firm performance | Markentreue |