文章基本信息

标题：Brand equity, marketing strategy, and consumer income: A hypermarket study,
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作者：Hui-Chu Chen, TransWorld University ; Robert D. Green, Lynn University.
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2011
卷号：8
期号：1
出版社：Academic and Business Research
摘要：As a result of the 2008 global economic recession, consumers have less income and have turned to less expensive brands and retail stores. This study examines the relationships of consumer demographics, shopping behavior, and the marketing activities (mix) that influence customer-based brand equity. A sample of 435 hypermarket shoppers is classified by low, middle, and high income segments. Using comparative (ANOVA) and causal (multiple regression) statistical analysis, the findings are similar for low and high income groups and some differences with middle income sKeywords: Brand equity, marketing strategy, consumer incomehoppers.
关键词：Keywords: Brand equity, marketing strategy, consumer income