Managing brand equity in the gourmet coffee outlet industry.

• Main Authors: Cheong, Candice Ee Chian., Lee, Julia Phui Yeng., Teow, Shi Jing.
• Other Authors: Benjamin Kartono
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Product management
• Online Access: http://hdl.handle.net/10356/43722
• Institution: Nanyang Technological University

This paper examines the role of brand equity in the gourmet coffee outlet (GCO) industry in Singapore and seeks to understand the relationships between brand equity with customer satisfaction and purchase intention. With reference to Aaker’s [1991] model, we conceptualised brand equity as a four dim...