The study develops and empirically tests a model for finding the effect of advertising frequency across different media vehicles towards building brand equity for the passenger car market for first time and repeat buyers. The effect that selected media mix elements had on the dimensions of brand equity was examined. First time buyers are expected to have lower category knowledge than repeat buyers, and are hence expected to behave differently from repeat buyers. Since the knowledge structures of these two groups are expected to be different, it is reasonable to predict that they would process product/brand related information differently and this is corroborated by the results.

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