Please use this identifier to cite or link to this item:
https://idr.l2.nitk.ac.in/jspui/handle/123456789/13383Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Mohan, B.C. | |
| dc.contributor.author | Sequeira, A.H. | |
| dc.date.accessioned | 2020-03-31T08:45:44Z | - |
| dc.date.available | 2020-03-31T08:45:44Z | - |
| dc.date.issued | 2016 | |
| dc.identifier.citation | IIMB Management Review, 2016, Vol.28, 1, pp.13-19 | en_US |
| dc.identifier.uri | http://idr.nitk.ac.in/jspui/handle/123456789/13383 | - |
| dc.description.abstract | 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 exploratory approaches. The results indicate that there is correlation between brand equity and operational performance of business. The practical implications of the findings are that brand equity has to be effectively managed for improved operational performance of business. 2016. | en_US |
| dc.title | The impact of customer-based brand equity on the operational performance of FMCG companies in India | en_US |
| dc.type | Article | en_US |
| Appears in Collections: | 1. Journal Articles | |
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.