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Analyzing Brand Equity in Sunsilk Shampoo by Animesh Chakraborty is a document available to read on EtoBox.
Researchers hypothesized positive relationships between brand equity and four factors: attitude towards the brand, repurchase intention, subjective knowledge, and involvement. They surveyed over 300 Sunsilk shampoo customers. The survey measured these four factors and brand equity using scales. It also collected age and gender data. The researchers analyzed the data to test the hypotheses and advise the Sunsilk brand manager.
- Author
- Animesh Chakraborty
- Language
- EN