Original scientific paper
The Effects of Marketing Mix Elements on Brand Equity
Edo Rajh
Full text: croatian pdf 251 Kb
page 30-59
downloads: 4.067
cite
APA 6th Edition
Rajh, E. (2005). The Effects of Marketing Mix Elements on Brand Equity. Privredna kretanja i ekonomska politika, 15 (102), 30-59. Retrieved from https://hrcak.srce.hr/index.php/18519
MLA 8th Edition
Rajh, Edo. "The Effects of Marketing Mix Elements on Brand Equity." Privredna kretanja i ekonomska politika, vol. 15, no. 102, 2005, pp. 30-59. https://hrcak.srce.hr/index.php/18519. Accessed 22 Nov. 2024.
Chicago 17th Edition
Rajh, Edo. "The Effects of Marketing Mix Elements on Brand Equity." Privredna kretanja i ekonomska politika 15, no. 102 (2005): 30-59. https://hrcak.srce.hr/index.php/18519
Harvard
Rajh, E. (2005). 'The Effects of Marketing Mix Elements on Brand Equity', Privredna kretanja i ekonomska politika, 15(102), pp. 30-59. Available at: https://hrcak.srce.hr/index.php/18519 (Accessed 22 November 2024)
Vancouver
Rajh E. The Effects of Marketing Mix Elements on Brand Equity. Privredna kretanja i ekonomska politika [Internet]. 2005 [cited 2024 November 22];15(102):30-59. Available from: https://hrcak.srce.hr/index.php/18519
IEEE
E. Rajh, "The Effects of Marketing Mix Elements on Brand Equity", Privredna kretanja i ekonomska politika, vol.15, no. 102, pp. 30-59, 2005. [Online]. Available: https://hrcak.srce.hr/index.php/18519. [Accessed: 22 November 2024]
Full text: english pdf 76 Kb
page 30-59
downloads: 920
cite
APA 6th Edition
Rajh, E. (2005). The Effects of Marketing Mix Elements on Brand Equity. Privredna kretanja i ekonomska politika, 15 (102), 30-59. Retrieved from https://hrcak.srce.hr/index.php/18519
MLA 8th Edition
Rajh, Edo. "The Effects of Marketing Mix Elements on Brand Equity." Privredna kretanja i ekonomska politika, vol. 15, no. 102, 2005, pp. 30-59. https://hrcak.srce.hr/index.php/18519. Accessed 22 Nov. 2024.
Chicago 17th Edition
Rajh, Edo. "The Effects of Marketing Mix Elements on Brand Equity." Privredna kretanja i ekonomska politika 15, no. 102 (2005): 30-59. https://hrcak.srce.hr/index.php/18519
Harvard
Rajh, E. (2005). 'The Effects of Marketing Mix Elements on Brand Equity', Privredna kretanja i ekonomska politika, 15(102), pp. 30-59. Available at: https://hrcak.srce.hr/index.php/18519 (Accessed 22 November 2024)
Vancouver
Rajh E. The Effects of Marketing Mix Elements on Brand Equity. Privredna kretanja i ekonomska politika [Internet]. 2005 [cited 2024 November 22];15(102):30-59. Available from: https://hrcak.srce.hr/index.php/18519
IEEE
E. Rajh, "The Effects of Marketing Mix Elements on Brand Equity", Privredna kretanja i ekonomska politika, vol.15, no. 102, pp. 30-59, 2005. [Online]. Available: https://hrcak.srce.hr/index.php/18519. [Accessed: 22 November 2024]
Abstract
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.
Keywords
brand equity; brand; strategic brand management; marketing mix
Hrčak ID:
18519
URI
https://hrcak.srce.hr/18519
Publication date:
10.4.2005.
Article data in other languages:
croatian
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