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Determinants Of Brand Equity: An Empirical Study Of It Industry

Author

Listed:
  • Muhammad Fahid MUQADDAS

    (Faculty of Economics and Business, University of Debrecen)

  • Ishtiaq AHMAD

    (Faculty of Management Sciences, NUML, Islamabad Pakistan)

Abstract

The performance of any brand can be measured by many methods. One of the widely used ways to calculate brand performance is through brand equity. Brand equity can be observed by customer’s perspective as well as financial perspective. This research paper investigates the impact of advertising & promotion, research & development (R&D) and profitability (return on assets) on brand equity. In this research paper data is used from 20 international IT brands for a period of 5 years from 2011 to 2015. The results show that advertising & promotion and profitability have statistically significant impact on brand equity whereas R&D doesn’t make significant impact on brand equity. Based on the findings, it is observed that advertising is having the strongest impact on brand equity.

Suggested Citation

  • Muhammad Fahid MUQADDAS & Ishtiaq AHMAD, 2016. "Determinants Of Brand Equity: An Empirical Study Of It Industry," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 12, pages 555-560, December.
    • Handle: RePEc:cmj:seapas:y:2016:i:12:p:555-560
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand Equity; Advertising & Promotion; Research & Development; Profitability;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • G32 - Financial Economics - - Corporate Finance and Governance - - - Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill

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