About this document
Brand Equity in China by harneet kaur6 is a document available to read on EtoBox.
The document discusses a study that measured customer-based brand equity for six major mobile phone brands in China, including four foreign brands (Nokia, Samsung, Motorola, Sony) and two local brands (TCL, Bird). 174 respondents were surveyed about their brand perceptions, attitudes, and purchase behaviors. The results showed that international brands had higher customer-based brand equity in China compared to local brands. The study aimed to understand differences in customer perceptions of brands and ide
- Author
- harneet kaur6
- Language
- EN