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2011 (Vol. 3, Issue: 1)
Article Information:

Perpetual Asset Management of Customer-Based Brand Equity-The PAM Evaluator

Pallabi Mishra and Biplab Datta
Corresponding Author:  Pallabi Mishra 

Key words:  Brand communication, brand name, CBBE, SEM, , ,
Vol. 3 , (1): 34-43
Submitted Accepted Published
2010 December, 09 2011 January, 20 2011 January, 25
Abstract:

Customers and brands are the two most important intangible assets of any organization. This is a study about managing brands from customers viewpoints named as perpetual asset management. A model named as PAM evaluator has been formulated to discuss the importance of the effect of the brand assets treated as antecedents like brand name, awareness, personality and consequences like brand preference and purchase intention on customer based brand equity. The brand Nokia has been taken for the research. Hypotheses have been proposed and tested by using Structural Equation M odeling (SEM).
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  Cite this Reference:
Pallabi Mishra and Biplab Datta, 2011. Perpetual Asset Management of Customer-Based Brand Equity-The PAM Evaluator.  Current Research Journal of Social Sciences, 3(1): 34-43.
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ISSN (Online):  2041-3246
ISSN (Print):   2041-3238
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