The impact of customer-based brand equity on the operational performance of FMCG companies in India

The impact of customer-based brand equity on the operational performance of FMCG companies in India

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Measurement of brand equity has posed a big challenge to the companies in the Indian fast moving consumer goods (FMCG) industry. This paper investigates the impact of brand equity on the operational performance of businesses in the Indian FMCG industry. The research study adopts descriptive and expl...

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Bibliographic Details
Main Authors: Bijuna C. Mohan, A.H. Sequeira
Format: Article
Language:English
Published: Elsevier 2016-03-01
Series:IIMB Management Review
Subjects:
Brand equity
Operational performance
Brand loyalty
Brand association
Perceived quality
Online Access:http://www.sciencedirect.com/science/article/pii/S0970389615001251

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http://www.sciencedirect.com/science/article/pii/S0970389615001251

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