An exploratory assessment of situational effects in buyer behavior. (1969), “A New Product Growth for Model Consumer Durables,” Management Science, 15 (5), 215–27īelk, R. Journal of the academy of marketing science, 22(4), 328-339.īass, Frank M. The influence of store environment on quality inferences and store image. International Journal of research in Marketing, 23(1), 45-61.īaker, J., Grewal, D., & Parasuraman, A. Antecedents and purchase consequences of customer participation in small group brand communities. Journal of interactive marketing, 16(2), 2-21.īagozzi, R. Intentional social action in virtual communities. Journal of Consumer Marketing.īagozzi, R. Extrinsic cues and perceived risk: the influence of consumption situation. Journal of Brand Management, 5(5), 367-377.Īqueveque, C. California management review, 38(3).Īmbler, T., & Barwise, P. Measuring brand equity across products and markets. (1992), “Managing the most important asset: brand equity”, Planning Review, Vol. Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press. (1991a), Building Strong Brands, The Free Press, New York, NY.Īaker, D. However, this study poses some limitations, the future research posit suggestions to deal with our study shortcomings by explicitly targeting buyers who have a superior influence involving user generated content. This research paper highlighted the key determinants of brand equity on consumer buying in a very systematic way. Non probability convenience sampling technique is applied on the segment comprising of the age between 18-26 years. We choose survey as research instrument, Data is collected in one-shot settings and results are checked by applying statistical techniques namely Pearson correlation coefficient, Reliability Analysis, Andrew F. The understudy data is congregated through incorporation of close-ended questions in self-administered survey questionnaire. For more effective outcomes diverse audience is gathered through online responses, of a total 500 students in the University of the Punjab, and from other universities. We have examined the effect of multiple marketing activities on consumer purchase decision making behavior with moderating effect of brand equity.
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