Components of brand equity

Following brand equity theories and customer based brand equity models, the paper proposes an analytical framework which adopts Aeker’s four components including brand awareness, brand associations, perceived quality and brand loyalty in order to enhance the value of brand equity for higher institutions in Vietnam.

12p tamynhan6 14-09-2020 20 2   Download

Research objective: Explore the components of Binh Thuan dragon fruit brand equity; to measure the effect of components of Binh Thuan dragon fruit brand equity to overall brand equity; and the effect of components of Binh Thuan dragon fruit brand equity together; to suggest some policy for Development Research Center of Binh Thuan dragon fruit trees, Binh Thuan dragon fruit; association to increase Binh Thuan dragon fruit brand equity.

26p change03 06-05-2016 60 5   Download