مقالے کی معلومات
جلد
شمارہ
مقالے کی قسم
زبان
تلخیص
Brand knowledge exists in consumer minds in the form of brand
awareness and brand image. High level of brand awareness and positive
brand image has the increased probability of a particular brand choice.
This study was an attempt to measure the brand equity of two famous
shampoo brands namely Head & Shoulder and Pantene by applying the
conceptual framework of brand knowledge structure stated by Keller.
Various statistical tools like Mean analysis and t-test were used to
determine the brand equity of both the shampoo brands. Results indicate
that Pantene has slightly higher brand equity than Head & Shoulder.
Moreover, Current users have more favorable image and awareness
level about both the shampoo brands compared with the non-current
users.
Wisal Ahmed, Usman Ghani, Muhammad Imran. (2006) Comparative Study of Brand Equity - A Kevin Lan Keller Approach of Brand Knowledge Structure, The Journal of Humanities & Social Sciences, Volume-14, Issue-2.
-
Views
1304 -
Downloads
108
پچھلا مقالہ
اگلا مقالہ