DETERMINANTS OF BRAND EQUITY: AN EMPIRICAL STUDY OF IT INDUSTRY
The performance of any brand can be measured by many methods. One of the widely used ways to calculate brand performance is through brand equity. Brand equity can be observed by customer’s perspective as well as financial perspective. This research paper investigates the impact of advertising and pr...
| Published in: | SEA: Practical Application of Science |
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| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Published: |
Romanian Foundation for Business Intelligence
2016-12-01
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| Subjects: | |
| Online Access: |
http://seaopenresearch.eu/Journals/articles/SPAS_12_18.pdf
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