Anmerkungen:
In: The International Journal of Management, Volume 1, Issue 4
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments October 2012 erstellt
Beschreibung:
This study identifies the significant antecedents of brand equity for the fast moving consumer goods (FMCG) industry in India (hereafter referred as FMCG in the paper). The study is based on the conceptualization of brand equity by Aaker (1991). Data was collected from 826 FMCG consumers in five major cities in India. Correlation and regression analysis were used for arriving at inferences. Findings indicated that consumer based brand equity for FMCG consists of four dimensions – brand association, brand loyalty, perceived quality and brand awareness. Brand association was by far the most important source of brand equity and the brand awareness had the least effect. While many studies have identified the importance of brand equity dimensions for individual products and services, few have tested the model with FMCG companies. Findings provide implications for brand managers to manage the brand equity of the Indian FMCG brands