Measuring Customer Based Brand Equity Using Aaker's Model

Consumers are so much conscious and sensitive in case of selecting brand .This study investigates the impact of consumer's perception in selecting beverage products between Pepsi cola & Mojo cola. A survey was conducted by a significant number of respondents from the Pabna University of Science & Technology & surrounding areas. The data analyses were conducted by descriptive factor analysis, statistical tools & technique. The results revealed that the most of the consumers are highly concerned about the perception of brand regarding selection of Pepsi cola & Mojo cola beverage drinks. This is a relatively new issue that remains largely undiscovered by researchers under our country's perspective. It is hoped that the findings may assist the local (Akij Beverage Ltd.) and multinational (Transcom Beverage Ltd.) beverage companies about the necessities of enhancing their brand perception. The paper adds to the existing body of research on beverage consumers particularly on consumer's perceptions and expectations from these brands.

show abstract

Consumer Perception of Selecting Brand: A Comparative Study between Pepsi Cola and Mojo Cola

Hossain

Kumar

Rahman

2016

Glob. discl. econ. bus.

View full text Add to dashboard Cite

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

Measuring Customer Based Brand Equity Using Aaker's Model

Cited by 1 publication

References 0 publications

Consumer Perception of Selecting Brand: A Comparative Study between Pepsi Cola and Mojo Cola

Consumer Perception of Selecting Brand: A Comparative Study between Pepsi Cola and Mojo Cola

Contact Info

Product

Resources

About