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A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector

  • Published:2011-04 Issue:3 Volume:40 Page:424-438
  • ISSN:0019-8501
  • Container-title:Industrial Marketing Management
  • language:en
  • Short-container-title:Industrial Marketing Management

Author:

Kim Ji-Hern,Hyun Yong J.

Publisher

Elsevier BV

Subject

Marketing

Reference69 articles.

1. Managing brand equity;Aaker,1991

2. Building strong brands: Building, measuring, and managing brand equity;Aaker,1996

3. The financial information content of perceived quality;Aaker;Journal of Marketing Research,1994

4. Industrial buying in high-tech markets;Abratt;Industrial Marketing Management,1986

5. Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast;Andersen;Industrial Marketing Management,2005

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