BRAND EQUITY FROM THE CONSUMER'S PERSPECTIVE: A COMPARATIVE STUDY

被引：0

作者：

Cardoso, Cleiton Rogerio ^{[1
]}

Guimaraes, Daniel Barboza ^{[1
]}

Acosta Reinaldo, Hugo Osvaldo ^{[1
]}

Tavares Silva, Luis Matheus ^{[1
]}

机构：

[1] Univ Fed Ceara, Fortaleza, Ceara, Brazil

来源：

CADERNO PROFISSIONAL DE MARKETING UNIMEP | 2022年 / 10卷 / 05期

关键词：

LOCAL BRANDS; PRICE;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This work consisted of a study about the consumers' perception of value in relation to regional and multinational brands, using as object of study two brands of sandwich biscuits: Escureto by Richester and Negresco by Nestle. To achieve this objective, the multidimensional brand equity scale - MBE, proposed by Yoo and Donthu (2001), was applied to a sample of 282 university students at the Federal University of Ceara, in Applied Social Sciences courses. As a result, it was observed that the regional brand has a higher perceived brand value.

引用

页码：1 / 15

页数：15

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