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عنوان فارسی مقاله:
تاثیر ارزش ویژه برند مبتنی بر مشتری بر عملکرد عملیاتی شرکت FMCG در هند
عنوان انگلیسی مقاله:
The impact of customer-based brand equity on the operational performance of FMCG companies in India
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مقدمه انگلیسی مقاله:
1. Introduction
One of the most popular and potentially important marketing concepts that has been extensively discussed by both academicians and practitioners over the past decade is brand equity. It has become essential for brand managers to understand and measure brand equity (Ambler, 2003). However, it is not sufficient just to develop and measure brand equity. Companies have to substantiate the amount spent in managing their brands through their business performance. To the best of our knowledge, research studies in this area have been inadequate. Despite considerable interest in the concept of customerbased brand equity, there have been few attempts at its measurement in the fast moving consumer goods (FMCG) industry. The FMCG industry is the fourth largest sector in the Indian economy. The findings of this study will not only enrich the field of research pertaining to the use of brand equity for leveraging business performance, but also help brand managers of FMCG companies to manage their brands effectively and efficiently. Multinational companies (MNCs) have a strong presence in the Indian FMCG sector. There is intense competition between and within the organised and unorganised segments of the FMCG sector, and the companies survive on low operational cost (IBEF, 2006). This gap, in our understanding, provides justification for a study to explore the relationship between brand equity and operational performance in the FMCG industry. The main purpose of the study is to determine the possible association between brand equity (based on customers’ assessments) and operational business performance. The practical implications of this research can be beneficial to managers in organisations to leverage brand equity to improve operational performance of their businesses.
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کلمات کلیدی:
The Impact of Customer-Based Brand Equity on Customer Acquisition ... www.zora.uzh.ch/41305/ Jan 26, 2017 - In this paper, we model the impact of customer-based brand equity on customer acquisition and customer retention which can be used as the ... Evaluating the Impact of Customer-Based Brand Equity on ... digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1141&context=ama... by MC Peasley - 2016 studies have examined the impact of Super Bowl commercials on advertising ... consumer-based brand equity (CBBE) impacts viewers' engagement with. User-generated images and its impact on consumer-based brand ... https://www.researchgate.net/.../276258284_User-generated_images_and_its_impact_... Official Full-Text Publication: User-generated images and its impact on consumer-based brand equity and on purchase intention on ResearchGate, the ... The Effect of Marketing Communications on Customer Based Brand ... www.academia.edu/.../The_Effect_of_Marketing_Communications_on_Customer_Ba... Mu'ani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25 ... Searches related to impact of customer-based brand brand equity research paper literature review of brand equity brand equity questionnaire sample customer based brand equity pdf brand equity questionnaire pdf customer based brand equity example brand equity model brand equity examples
