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http://dx.doi.org/10.7465/jkdi.2013.24.6.1231

Development of brand equity index model and a strategy to improve brand equity: Focus on National Federation of Fisheries Cooperatives  

Cho, Yong Jun (Fisheries Economic Institute, National Federation of Fisheries Cooperatives)
Myoung, Soo Ah (Fisheries Economic Institute, National Federation of Fisheries Cooperatives)
Publication Information
Journal of the Korean Data and Information Science Society / v.24, no.6, 2013 , pp. 1231-1239 More about this Journal
Abstract
Recently, successful management of the brand is more important than anything else to enhance the competitiveness of enterprises and increase customer loyalty. Most customers evaluate value and image of an enterprise in accordance with their experience of its goods and service. This study focused on the Fisheries Cooperative Association representative brand for the marketing point of view and attitude shall establish a scheme that can identify. We suggest a model that can measure the brand equity index (BEI) for equity. Based on the survey, we intended to provide the strategic direction and derive important factors for improving brand equity.
Keywords
Brand awareness; brand equity index; brand loyalty; importance performance analysis;
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Times Cited By KSCI : 5  (Citation Analysis)
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