Impact of Brand Association on Brand Equity in Organized Retail Sector
Ashish Choudhary,
Sunny Dawar,
Savita Panwar
Abstract:The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent years. Research on brand equity has acquired substantial importance in the current competitive market situation. Brand equity is regarded as a required part of marketing strategies. It is essential to develop a strong bond with customers to gain a long-term customer base, so the study of different factors affecting consumer decision making becomes very important… Show more
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