Investigating the components of brand equity and their impacto n consumers' buying decisions : an application to the MP3 player market.

• Main Authors: Lim, Shu Hui., Lin, Shiting., Tan, Noella Sok Hua.
• Other Authors: Kartono, Benjamin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/8443
• Institution: Nanyang Technological University

The objective of the study is to investigate the relative significance of the various components of brand equity and their influence on a consumer's decision to buy a brand and apply it to the MP3 player market. We hope to use the results of our study to recommend strategies that firms can use...