Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)
The target of this research is to evaluate of local and international home appliance brand equity in Iran market from woman consumer point of view and also the effect of brand equity on purchasing intention, beside Aeker brand equity model to help researchers and managers. Three international brands...
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| Format: | Thesis |
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2013
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| Summary: | The target of this research is to evaluate of local and international home appliance brand equity in Iran market from woman consumer point of view and also the effect of brand equity on purchasing intention, beside Aeker brand equity model to help researchers and managers. Three international brands (AEG, Black & Decker and Kenwood) and six local brands (Azmayesh, ARJ, Esnowa, Emersun, ParsKhazar and Polar) have been selected in home appliances groups. For evaluating of brand equity and other research variables has been used of Aeker brand equity and other existing theories.
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