Indian Streams Research Journal

Volume : IV, Issue : IV, May - 2014

THE EFFECTS OFONLINE BRANDING ON CONSUMER BASED BRAND EQUITY : ACASE STUDYOFSELECTED SHOPPING PRODUCTCOMP ANIES

Mohammad Nasrollahniya, S. J. Manjunath

DOI : 10.9780/22307850, By : Laxmi Book Publication

Abstract :

Brands play an increasingly important role in marketing as much as they represent one of the major assets firms hold. Furthermore, online media branding is growing at a very fast pace and is increasingly adopted not only by pure players companies but also by traditional firms. Researches on online branding of shopping products seem incomplete and there is still a lack of investigations. The present paper is an attempt to explore whether employing online media for branding leads to a significant increase in purchasing probability for shopping products associated with online media. For this purpose a survey was conducted among the selected three shopping product companies in the districts of Bangalore, Mysore, and Mangalore of Karnataka State of India with the help of a structured questionnaire and interview . Both primary and secondary data were used for the study . The 300 respondents were considered for collecting the data. Statistical and mathematical tools like percentages, cross tabulation table, t–test and ANOV A were used for data analysis. The study revealed that the online branding had a significant effects on consumer based overall brand equity in shopping products

Keywords :

• Online Branding
• Social Media
• Overall Brand Equity
• Shopping Products
• Online Branding
• Social Media
• Overall Brand Equity
• Shopping Products
• Online Branding
• Social Media
• Overall Brand Equity
• Shopping Products
• Online Branding
• Social Media
• Overall Brand Equity
• Shopping Products
• Online Branding
• Social Media
• Overall Brand Equity
• Shopping Products
• Online Branding
• Social Media
• Overall Brand Equity
• Shopping Products

Article :

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References :

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218. (January), pp. 1–22.
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221. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
222. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
223. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
224. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
225. (January), pp. 1–22.
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228. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
229. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
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241. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
242. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
243. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
244. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
245. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
246. Brand Management, V ol. 17, No. 8, pp. 590 – 604
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251. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
252. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
253. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
254. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
255. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
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257. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
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260. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
261. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
262. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
263. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
264. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
265. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
266. http://www .marketingpower .com/mg–dictionary–view329.php
267. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
268. The Free Press.
269. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
270. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
271. American Marketing Association (2004).Dictionary of Marketing T erms.
272. http://www .marketingpower .com/mg–dictionary–view329.php
273. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
274. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
275. (January), pp. 1–22.
276. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
277. (January), pp. 1–22.
278. Brand Management, V ol. 17, No. 8, pp. 590 – 604
279. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
280. The Free Press.
281. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
282. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
283. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
284. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
285. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
286. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
287. The Free Press.
288. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
289. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
290. (January), pp. 1–22.
291. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
292. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
293. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
294. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
295. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
296. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
297. The Free Press.
298. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
299. Brand Management, V ol. 17, No. 8, pp. 590 – 604
300. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
301. Brand Management, V ol. 17, No. 8, pp. 590 – 604
302. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
303. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
304. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
305. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
306. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
307. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
308. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
309. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
310. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
311. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
312. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
313. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
314. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
315. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
316. The Free Press.
317. (January), pp. 1–22.
318. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
319. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
320. Brand Management, V ol. 17, No. 8, pp. 590 – 604
321. Brand Management, V ol. 17, No. 8, pp. 590 – 604
322. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
323. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
324. Brand Management, V ol. 17, No. 8, pp. 590 – 604
325. (January), pp. 1–22.
326. (January), pp. 1–22.
327. Brand Management, V ol. 17, No. 8, pp. 590 – 604
328. American Marketing Association (2004).Dictionary of Marketing T erms.
329. The Free Press.
330. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
331. The Free Press.
332. Brand Management, V ol. 17, No. 8, pp. 590 – 604
333. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
334. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
335. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
336. The Free Press.
337. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
338. http://www .marketingpower .com/mg–dictionary–view329.php
339. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
340. http://www .marketingpower .com/mg–dictionary–view329.php
341. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
342. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
343. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
344. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
345. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
346. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
347. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
348. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
349. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
350. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
351. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
352. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
353. Brand Management, V ol. 17, No. 8, pp. 590 – 604
354. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
355. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
356. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
357. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
358. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
359. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
360. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
361. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
362. (January), pp. 1–22.
363. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
364. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
365. (January), pp. 1–22.
366. http://www .marketingpower .com/mg–dictionary–view329.php
367. Brand Management, V ol. 17, No. 8, pp. 590 – 604
368. The Free Press.
369. http://www .marketingpower .com/mg–dictionary–view329.php
370. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
371. (January), pp. 1–22.
372. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
373. (January), pp. 1–22.
374. American Marketing Association (2004).Dictionary of Marketing T erms.
375. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
376. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
377. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
378. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
379. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
380. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
381. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
382. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
383. (January), pp. 1–22.
384. (January), pp. 1–22.
385. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
386. American Marketing Association (2004).Dictionary of Marketing T erms.
387. http://www .marketingpower .com/mg–dictionary–view329.php
388. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
389. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
390. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
391. The Free Press.
392. http://www .marketingpower .com/mg–dictionary–view329.php
393. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
394. http://www .marketingpower .com/mg–dictionary–view329.php
395. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
396. Brand Management, V ol. 17, No. 8, pp. 590 – 604
397. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
398. (January), pp. 1–22.
399. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
400. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
401. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
402. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
403. Brand Management, V ol. 17, No. 8, pp. 590 – 604
404. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
405. The Free Press.
406. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
407. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
408. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
409. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
410. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
411. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
412. Brand Management, V ol. 17, No. 8, pp. 590 – 604
413. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
414. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
415. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
416. Brand Management, V ol. 17, No. 8, pp. 590 – 604
417. (January), pp. 1–22.
418. The Free Press.
419. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
420. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
421. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
422. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
423. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
424. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
425. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
426. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
427. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
428. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
429. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
430. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
431. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
432. Brand Management, V ol. 17, No. 8, pp. 590 – 604
433. http://www .marketingpower .com/mg–dictionary–view329.php
434. (January), pp. 1–22.
435. (January), pp. 1–22.
436. (January), pp. 1–22.
437. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
438. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
439. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
440. Brand Management, V ol. 17, No. 8, pp. 590 – 604
441. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
442. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
443. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
444. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
445. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
446. The Free Press.
447. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
448. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
449. (January), pp. 1–22.
450. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
451. http://www .marketingpower .com/mg–dictionary–view329.php
452. American Marketing Association (2004).Dictionary of Marketing T erms.
453. The Free Press.
454. The Free Press.
455. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
456. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
457. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
458. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
459. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
460. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
461. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
462. American Marketing Association (2004).Dictionary of Marketing T erms.
463. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
464. Brand Management, V ol. 17, No. 8, pp. 590 – 604
465. (January), pp. 1–22.
466. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
467. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
468. (January), pp. 1–22.
469. http://www .marketingpower .com/mg–dictionary–view329.php
470. Keller, Kevin L. (1993). Conceptualizing, Measuring and Managing Customer based Brand Equity. Journal of Marketing, 57
471. Brand Management, V ol. 17, No. 8, pp. 590 – 604
472. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
473. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
474. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
475. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
476. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
477. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
478. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
479. American Marketing Association (2004).Dictionary of Marketing T erms.
480. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
481. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
482. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
483. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
484. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
485. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
486. Brand Management, V ol. 17, No. 8, pp. 590 – 604
487. W oisetschlager, D.M., Hartleb, V ., & Blut, M. (2008).How to make brand communities work: antecedents and consequences
488. (January), pp. 1–22.
489. American Marketing Association (2004).Dictionary of Marketing T erms.
490. Products: Conceptual framework and Empirical results. Journal of Consumer Psychology , 14(2), pp. 124–31.
491. (January), pp. 1–22.
492. Punj, N.,Girish, & Hillyer, L, Clayton (2004).A Cognitive Model of Customer–based Brand Equity for frequently purchased
493. Keller, Kevin, L. (1998).Strategic Brand Management. New Y ork: Prentice–Hall, Inc.
494. (January), pp. 1–22.
495. The Free Press.
496. of consumer participation. Journal of Relationship Marketing, V ol. 7, No. 3, pp. 237–256
497. Brand Management, V ol. 17, No. 8, pp. 590 – 604
498. (January), pp. 1–22.
499. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
500. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38
501. Hatch, M. J., & Schultz, M. (2010).T oward a theory of brand co–creation with implications for brand governance. Journal of
502. (January), pp. 1–22.
503. Kapferer, J. N. (2008). The new Strategic Brand Management: Creating and Sustaining Brand Equity long time. New Y ork:
504. Y an, J., & et al. (2000). Boo.com Boo Hoo. CAP Online KWWS, M\DQHW FRP FDS RE VKWPO.
505. Hagel, J., &Singer, M. (2008).Unbundling the Corporation. McKinsey Quarterly, No. 3, pp. 148–161.
506. Zyman, Sergio (2009).The end of Advertising as we know it. John Wiley and Sons, pp. 37–38

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