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

Sarkhosh, Shima (2013) Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands). Masters thesis, Multimedia University.

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Abstract

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.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 20 Jun 2013 01:11
Last Modified: 20 Jun 2013 01:11
URI: http://shdl.mmu.edu.my/id/eprint/3876

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