Mathew, Veeva; Thomas, Sam; Injodey, Joseph I. - In: Economic review : journal of economics & business 10 (2012) 2, pp. 73-82
Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible. This paper attempts to...