The impact of customer-based brand equity on the operational performance of FMCG companies in India
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
|
Subject: | Brand equity | Operational performance | Brand loyalty | Brand association | Perceived quality | Markenimage | Brand image | Markenführung | Brand management | Indien | India | Konsumentenverhalten | Consumer behaviour | Performance-Messung | Performance measurement | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Unternehmenserfolg | Firm performance |
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