Determinants of Brand Equity in Automobile Producing Companies in China

Davit Mkhitaryan

Abstract


Nowadays brands play significant role in our economy and culture, brands seen as “cultural accessories and personal philosophies”. The process of creating brand is the value addition technique that shows an image of the commodity, corporation and the country generally. Considering the fact that many new car brands in the recent years are becoming well known in China, car industry is chosen to study the problem effectively. The purpose of this paper is to find out valuation models of brand equity for automotive sector. The fruits of research tell us, for building brand equity, the brand loyalty and brand preference plays significant role. The brand equity’s elements should be logical in their conduct in order to be understood and valued the true image of the company by consumers. The study delivers factual results of factors of brand equity with particular implication for Chinese automobile market.


Full Text: PDF DOI: 10.5430/jbar.v3n1p38

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Journal of Business Administration Research

ISSN 1927-9507 (Print)      ISSN 1927-9515  (Online)

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