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Exploring The Relationship Between Purpose Brand And Brand Equity: An Empirical Research: A Case Study of Facebook - Couverture souple

Shahid, Hassan; Shafique, Owais; Pal, Omer Javed

 
9783659253911: Exploring The Relationship Between Purpose Brand And Brand Equity: An Empirical Research: A Case Study of Facebook
Couverture souple
ISBN 10 : 365925391X ISBN 13 : 9783659253911
Editeur : LAP LAMBERT Academic Publishing, 2012

Synopsis

The purpose of the research in this book is to find out the relationship between a brand’s job focus and its related brand equity. Brand equity is a multi-dimensional construct subdivided into 5 dimensions, to achieve our purpose we did secondary research and selected Facebook as our purpose brand. In order to aid our research we have used qualitative as well as quantitative tools. We began with structuring a moderator’s guideline in order to conduct a focus group. We had open ended questions in the moderator’s guideline so that we can come up with some hypotheses and get enriched with the insights from our selected respondents. After the analysis by qualitative and quantitative approaches, it was ascertained that Facebook’s job focus is social engagement. For this reason, purpose brand and brand equity of Facebook is very high.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2012
Langue
anglais
ISBN 10 
365925391X
ISBN 13 
9783659253911
Reliure
Broché
Nombre de pages
112
Coordonnées du fabricant
non disponible
Personne responsable
non disponible