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| Tekijä: | Yoo, B. |
| Otsikko: | An examination of selected marketing mix elements and brand equity |
| Lehti: | Journal of the Academy of Marketing Science
2000 : SPRING, VOL. 28:2, p. 195-211 |
| Asiasana: | MARKETING BRANDS EQUITY PORTFOLIOS |
| Kieli: | eng |
| Tiivistelmä: | This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypothesis. |
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