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Abstract
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Article Information:
Perpetual Asset Management of Customer-Based Brand Equity-The PAM Evaluator
Pallabi Mishra and Biplab Datta
Corresponding Author: Pallabi Mishra
Submitted: 2010 December, 09
Accepted: 2011 January, 20
Published: 2011 January, 25 |
Abstract:
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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).
Key words: Brand communication, brand name, CBBE, SEM, , ,
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Abstract
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Cite this Reference:
Pallabi Mishra and Biplab Datta, . Perpetual Asset Management of Customer-Based Brand Equity-The PAM Evaluator. Current Research Journal of Social Sciences, (1): 34-43.
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ISSN (Online): 2041-3246
ISSN (Print): 2041-3238 |
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