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The Interactions between Brand Equity and Marketing Mix

被引：0
|
作者：
王华 [1 ]
机构：
[1] 安徽中澳科技职业学院
来源：
海外英语 | 2011年 / 03期
关键词：
interactions; marketing mix;
D O I：
暂无
中图分类号：
F274 [企业供销管理]; F273.2 [产品管理];
学科分类号：
1201 ; 1202 ; 120202 ;
摘要：
A framework on the interaction system of brand equity and marketing mix, which is characterized by brand equity as an indirect channel in realizing marketing sales, is established. Hypotheses with respect to marketing mix’s effects on brand equity are proposed. An empirical study is carried out in three categories of razor, soap and orange juice in Australia market, to illustrate brand equity measurement and test the proposed hypotheses.
引用
收藏
页码：286 / 288
页数：3
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