Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)

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...

Full description

Saved in:
Bibliographic Details
Main Author: Sarkhosh, Shima
Format: Thesis
Published: 2013
Subjects:
HF Commerce
Tags: Add Tag
No Tags, Be the first to tag this record!
id my-mmu-ep.3876
record_format uketd_dc
spelling my-mmu-ep.38762013-06-20T01:11:45Z Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands) 2013-06-13 Sarkhosh, Shima HF Commerce 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. 2013-06 Thesis http://shdl.mmu.edu.my/3876/ http://vlib.mmu.edu.my/diglib/login/dlusr/login.php masters Multimedia University Graduate School of Management
institution Multimedia University
collection MMU Institutional Repository
topic HF Commerce
spellingShingle HF Commerce
Sarkhosh, Shima
Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)
description 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.
format Thesis
qualification_level Master's degree
author Sarkhosh, Shima
author_facet Sarkhosh, Shima
author_sort Sarkhosh, Shima
title Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)
title_short Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)
title_full Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)
title_fullStr Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)
title_full_unstemmed Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)
title_sort evaluating brand equity of home appliance brands in tehran (a perspective on local and international brands)
granting_institution Multimedia University
granting_department Graduate School of Management
publishDate 2013
_version_ 1747829559573610496

Similar Items