How to cite this paper
Azad, N., Karimi, O & Safaei, M. (2012). An investigation on marketing mix efforts on brand equity: An empirical investigation in mobile phone industry.Management Science Letters , 2(4), 1435-1440.
Refrences
Baldauf, A., Cravens, K. S., Diamantopoulos, A., Zeugner-Roth, K. P. (2009). The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis. Journal of Retailing, 85, 437–452.
Bandyopadhyay, S., & Martell, M. (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of Retailing and Consumer Services, 14(1), 35–44.
Bendixen, M., Lalala, A., Bukasa., A., & Russell, A. (2004). Brand equity in the business-to-business market. Industrial Marketing Management, 33, 371– 380.
Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management ,30,219-231.
Burmann, C., Jost-Benz, & M., Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390–397.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Homburg, C., Klarmann, M. , & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance?. International Journal of Research in Marketing, 27,201-212 .
Huang, R., & Sarig?llü, E. (2011). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.
Joon-Wuk Kwun, D., Oh, H. (2007). Consumers’ evaluation of brand portfolios. Hospitality Management ,26, 81–97.
Kim, K.H., Kim, K.S., Kimc, D.Y., Kimd, J.H., & Kange, S.H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61, 75–82.
Kohli, C.S., Harich, K.R., & Leuthesser, L. (2005). Creating brand identity: a study of evaluation of new brand names. Journal of Business Research, 58, 1506– 1515.
Kim, J.H., & Hyun, J. Y. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40, 424–438.
Lee, J.S., Back, K.J. (2008). Attendee-based brand equity. Tourism Management, 29, 331–344.
Likert, R. (1932). A Technique for the Measurement of Attitudes. Archives of Psychology, 140, 1–55.
Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57, 209– 224.
Pappu, R., Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services ,13, 317–329.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15, 179–193.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.
Bandyopadhyay, S., & Martell, M. (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of Retailing and Consumer Services, 14(1), 35–44.
Bendixen, M., Lalala, A., Bukasa., A., & Russell, A. (2004). Brand equity in the business-to-business market. Industrial Marketing Management, 33, 371– 380.
Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management ,30,219-231.
Burmann, C., Jost-Benz, & M., Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390–397.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Homburg, C., Klarmann, M. , & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance?. International Journal of Research in Marketing, 27,201-212 .
Huang, R., & Sarig?llü, E. (2011). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.
Joon-Wuk Kwun, D., Oh, H. (2007). Consumers’ evaluation of brand portfolios. Hospitality Management ,26, 81–97.
Kim, K.H., Kim, K.S., Kimc, D.Y., Kimd, J.H., & Kange, S.H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61, 75–82.
Kohli, C.S., Harich, K.R., & Leuthesser, L. (2005). Creating brand identity: a study of evaluation of new brand names. Journal of Business Research, 58, 1506– 1515.
Kim, J.H., & Hyun, J. Y. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40, 424–438.
Lee, J.S., Back, K.J. (2008). Attendee-based brand equity. Tourism Management, 29, 331–344.
Likert, R. (1932). A Technique for the Measurement of Attitudes. Archives of Psychology, 140, 1–55.
Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57, 209– 224.
Pappu, R., Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services ,13, 317–329.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15, 179–193.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.