Show simple item record

dc.contributor.advisorPhiri, Maxwell Agabu.
dc.creatorLi, Zhixiang.
dc.date.accessioned2010-11-22T09:47:53Z
dc.date.available2010-11-22T09:47:53Z
dc.date.created2006
dc.date.issued2006
dc.identifier.urihttp://hdl.handle.net/10413/1871
dc.descriptionThesis (MBA)-University of KwaZulu-Natal, 2006.en_US
dc.description.abstractThe structural research framework of the effects of marketing mix elements on brand equity and customer response is defined with the existing theoretical findings. Research hypotheses are defined according to the identified structural research framework. A householder appliance brand, Hisense, is taken as a demonstrative brand. In order to test the defined structural research framework and research hypotheses empirical research was conducted on the sample of Hisense consumers in Johannesburg, South Africa. The Structural Equation Modelling (SEM) and the multiple regression statistical method with the Statistical Package for Social Science (SPSS 11.0) are used to analyze the data. Research results indicate that the structural research framework has an acceptable level of fit to the empirical data. Finally, implications of the research results for the theory and practice of brand management are analyzed and discussed.en_US
dc.language.isoenen_US
dc.subjectBrand name products.en_US
dc.subjectBrand name products--Marketing.en_US
dc.subjectTheses--Business administration.en_US
dc.titleBuilding hisense brand equity through selected marketing programmes : a study on the relationship among brand equity, marketig mix elements and consumer response.en_US
dc.typeThesisen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record