IMPACT OF DIFFERENT MARKETING MIX ELEMENT ON BRAND EQUITY OF MOBILE COMPANIES
Published In: 7TH INTERNATIONAL CONFERENCE ON ADVANCES IN SOCIAL SCIENCE, ECONOMICS AND MANAGEMENT STUDY
Author(s): MUHAMMAD MUZAMIL SATTAR
Abstract: This research is conducted to test the effect of selected marketing mix element on over all brand equity. After sales service, price, promotion and distribution intensity has been chosen to see their effect on perceived quality, brand loyalty, brand awareness and association which are elements of overall brand equity as proposed by Aaker in 1996. To test the model Mobile Industry is chosen as this industry is growing day by day and most of the customers are brand conscious in this industry due to high involvement product and complex buying behaviour.Youth of all over Pakistan was chosen as a sample to conduct research. The result indicates positive impact of after sale service, promotion and price on perceived quality, brand loyalty,brand association and awareness.
- Publication Date: 28-Oct-2018
- DOI: 10.15224/978-1-63248-164-1-37
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RESEARCH ON COLLEGE STUDENTS' DEVELOPMENTAL ASSETS, CAREER ADAPTABILITY AND CAREER SELF-EFFICACY
Published In: 7TH INTERNATIONAL CONFERENCE ON ADVANCES IN SOCIAL SCIENCE, MANAGEMENT AND HUMAN BEHAVIOUR
Author(s): CHING-PIN CHEN
Abstract: This study employed a questionnaire to investigate 497 college students across Taiwan to explore the relationship among developmental assets (DA), career self-efficacy (SE), and career adaptability (AL). And it found that: DA has a significant and positive impact on AL and SE. AL has a significant and influence on SE. Through the mediating role of AL, DA can affect SE. And the influence of internal assets on college students is prominently greater than that of external assets.
- Publication Date: 19-Aug-2018
- DOI: 10.15224/978-1-63248-160-3-19
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