TY  - GEN
AU  - MOHAN, BIJUNA C
AU  - SEQUEIRA, A H
TI  - Brand equity and business performance: Towards a conceptual framework
PY  - 2013///
KW  - BRANDING
KW  - MARKETING
N2  - A brand is considered to be one of the most important intangible assets of any business. Companies spend a considerable amount of their revenue and time on brand building activities. In this scenatiro, there arose a need for the justification of brand building activities. This study examines the relationship between brand equity and business performance in the fast moving consumer goods (FMCG) industry. By understanding the dimensions of brand equity, the study focuses on the important contributors to brand equity
ER  -