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...

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Bibliographic Details
Published in:	SEA: Practical Application of Science
Main Authors:	Muhammad Fahid MUQADDAS, Ishtiaq AHMAD
Format:	Article
Language:	English
Published:	Romanian Foundation for Business Intelligence 2016-12-01
Subjects:	Brand Equity Advertising and Promotion Research and Development Profitability
Online Access:	http://seaopenresearch.eu/Journals/articles/SPAS_12_18.pdf

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