Izvorni znanstveni članak
The Effects of Marketing Mix Elements on Brand Equity
Edo Rajh
Puni tekst: hrvatski pdf 251 Kb
str. 30-59
preuzimanja: 4.076
citiraj
APA 6th Edition
Rajh, E. (2005). The Effects of Marketing Mix Elements on Brand Equity. Privredna kretanja i ekonomska politika, 15 (102), 30-59. Preuzeto s https://hrcak.srce.hr/18519
MLA 8th Edition
Rajh, Edo. "The Effects of Marketing Mix Elements on Brand Equity." Privredna kretanja i ekonomska politika, vol. 15, br. 102, 2005, str. 30-59. https://hrcak.srce.hr/18519. Citirano 22.12.2024.
Chicago 17th Edition
Rajh, Edo. "The Effects of Marketing Mix Elements on Brand Equity." Privredna kretanja i ekonomska politika 15, br. 102 (2005): 30-59. https://hrcak.srce.hr/18519
Harvard
Rajh, E. (2005). 'The Effects of Marketing Mix Elements on Brand Equity', Privredna kretanja i ekonomska politika, 15(102), str. 30-59. Preuzeto s: https://hrcak.srce.hr/18519 (Datum pristupa: 22.12.2024.)
Vancouver
Rajh E. The Effects of Marketing Mix Elements on Brand Equity. Privredna kretanja i ekonomska politika [Internet]. 2005 [pristupljeno 22.12.2024.];15(102):30-59. Dostupno na: https://hrcak.srce.hr/18519
IEEE
E. Rajh, "The Effects of Marketing Mix Elements on Brand Equity", Privredna kretanja i ekonomska politika, vol.15, br. 102, str. 30-59, 2005. [Online]. Dostupno na: https://hrcak.srce.hr/18519. [Citirano: 22.12.2024.]
Puni tekst: engleski pdf 76 Kb
str. 30-59
preuzimanja: 925
citiraj
APA 6th Edition
Rajh, E. (2005). The Effects of Marketing Mix Elements on Brand Equity. Privredna kretanja i ekonomska politika, 15 (102), 30-59. Preuzeto s https://hrcak.srce.hr/18519
MLA 8th Edition
Rajh, Edo. "The Effects of Marketing Mix Elements on Brand Equity." Privredna kretanja i ekonomska politika, vol. 15, br. 102, 2005, str. 30-59. https://hrcak.srce.hr/18519. Citirano 22.12.2024.
Chicago 17th Edition
Rajh, Edo. "The Effects of Marketing Mix Elements on Brand Equity." Privredna kretanja i ekonomska politika 15, br. 102 (2005): 30-59. https://hrcak.srce.hr/18519
Harvard
Rajh, E. (2005). 'The Effects of Marketing Mix Elements on Brand Equity', Privredna kretanja i ekonomska politika, 15(102), str. 30-59. Preuzeto s: https://hrcak.srce.hr/18519 (Datum pristupa: 22.12.2024.)
Vancouver
Rajh E. The Effects of Marketing Mix Elements on Brand Equity. Privredna kretanja i ekonomska politika [Internet]. 2005 [pristupljeno 22.12.2024.];15(102):30-59. Dostupno na: https://hrcak.srce.hr/18519
IEEE
E. Rajh, "The Effects of Marketing Mix Elements on Brand Equity", Privredna kretanja i ekonomska politika, vol.15, br. 102, str. 30-59, 2005. [Online]. Dostupno na: https://hrcak.srce.hr/18519. [Citirano: 22.12.2024.]
Sažetak
The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analyzed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analyzed and discussed.
Ključne riječi
brand equity; brand; strategic brand management; marketing mix
Hrčak ID:
18519
URI
https://hrcak.srce.hr/18519
Datum izdavanja:
10.4.2005.
Podaci na drugim jezicima:
hrvatski
Posjeta: 8.018
*
