MARC details
| 000 -LEADER |
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| fixed length control field |
01862nam a22002537a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20210511103759.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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210511b |||||||| |||| 00| 0 eng d |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
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| International Standard Serial Number |
0965-254X |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
MSU |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Srivastava R. K. |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
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| Title |
Measuring brand strategy: |
| Remainder of title |
Can brand equity and brand score be a tool to measure the effectiveness of strategy?/ |
| Statement of responsibility, etc. |
R. K.Srivastava |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
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| Place of production, publication, distribution, manufacture |
Abingdon: |
| Name of producer, publisher, distributor, manufacturer |
Routledge Taylor and Francis, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2009. |
| 336 ## - CONTENT TYPE |
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| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
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| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
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| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
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| Title |
Journal of strategic marketing |
| Volume/sequential designation |
Volume 17 , number 6 , |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
Measuring the effectiveness of brand strategy is a difficult task. This paper examines the approach to measurement of strategy through application of brand score and brand equity as a tool. The study was done in two phases. In the first phase brand score was calculated by 150 postgraduate management students. The second phase of study was to calculate brand equity using the same respondents for the same brands. The top three brands in food, cold drink and telecommunication service provider segments were selected for the study. Higher McDonald's brand score also had higher brand equity index when compared to Domino's and Pizza Hut. It means strategy is working quite well as reflected in two measurable tools. The individual component study for brand score and brand equity index can give insight on impact of strategy on these two measurable approaches of strategy. It can also help in reducing wastage of promotional expenditure. This could give scope for further research because of less work done in this area. |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Brand score |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Brand equity |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Brand image |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
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| Uniform Resource Identifier |
https://doi.org/10.1080/09652540903371737 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |