Corporate Management: A Comparison of Chinese & Indian IT firms perceived Equity
Abstract
Digitalization has increased awareness of the students. Access of Clients to the data and information has also improved in the era of transformative marketing. Because of these developments, Corporate Management of every firm is always struggling to differentiate themselves from revelries. Two neighbors in Asia China and India are continually positioning themselves in the market to show themselves as leaders in corporate world. Corporate Managements are continually looking for a competitive edge. In this study based on Aker and Keller Customer Based brand equity model the authors have designed on a survey and got responses of 111 China and 86 Indian Finance students regarding IT sector corporate management. After data collection and Analysis using structure equation modelling, the frame work was validated. The paper concludes that Perceived quality and image are the most important variables in brand equity.
Downloads
How to Cite
References
D Aaker (2009) Managing brand equity.
Jennifer Aaker (1997) Dimensions of Brand Personality. 34(3), 347.
Amjad Abu Elsamen (2015) Online Service Quality and Brand Equity: The Mediational Roles of Perceived Value and Customer Satisfaction. 14(4), 509-530.
Cristian Andrei (2018) The Political Marketing of Broken Trust. 17(2), 176-192.
Sarfraz Ashraf, Rashid Ilyas, Majid Imtiaz, Sajjad Ahmad (2018) Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan. 8(2), 452-474.
Burt (2011) the Difference between Business and Corporate Managment.
M Buzdar, S Janjua, M Khurshid, M Farooq, S Janjua, M Khurshid (2016) Customer-based brand equity and firms' performance in the telecom industry. 25(3), 334.
C.-F Chen, W.-S Tseng (2010) Exploring Customer-based Airline Brand Equity: Evidence from Taiwan. 49(1), 24-34.
(2018) World Factbook, 1989.
E Development (2018) Rapid Economic Growth versus Inclusive Corru Chinaon: The Impact of Corru Chinaon on Sustainable Development in.
Ecp (2018) Managment position30102018NA.JPG.
J Evans (2017) Branding in Perspective : Self-Branding for Professional Success.
M Farooq (2018) Impact of Digitalization on Holy Quran Readers ; Experience and Expectations. 23(7), 59-67.
M Farooq, Z Jabbar (2014) Role of Word of Mouth in building CBBE. 73(73), 26443-26447.
M Farooq, S Janjua, M Khurshid (2016) Customer-based brand equity and firms' performance in the telecom industry. 25(3), 334.
Muhammad Farooq, Faisal Khalil-Ur-Rehman, Daha Abdurrahaman, Waqar Younas, Sabeel Sajjad, Aniqa Zreen (2019) SERVICE QUALITY ANALYSIS OF PRIVATE UNIVERSITIES LIBRARIES IN MALAYSIA IN THE ERA OF TRANSFORMATIVE MARKETING. 13(2), 269-284.
Muhammad Farooq, Saeed Muhammad, Valliappan Raju, K Kalimuthu, Abdul Qadir (2019) Measuring and Comparing the Desired and Actual Service Quality of Pakistan International Airline. 52(52), 484-490.
Muhammad Farooq, Valliappan Raju (2019) Impact of Over-the-Top (OTT) Services on the Telecom Companies in the Era of Transformative Marketing. 20(2), 177-188.
M Farooq, V Raju (2019) Want to Stay the Market Leader in the Era of Transformative Marketing? Keep the Customers Satisfied!. 20(3), 257-266.
Alan French, Gareth Smith (2010) Measuring political brand equity: a consumer oriented approach. 44(3/4), 460-477.
Yin Huang, Kuang Shih (2017) Customer-based brand equity of smartphone in the emerging market. 15(5), 467.
S Jamal Abad, J Hossein, S Abad, J Hossein (2013) Conceptualization of Customer Based Brand Equity in Financial Service Sector. 8(1), 123-133.
R Kakati, S Choudhury (2013) Measuring Customer-Based Brand Equity through Brand Building Blocks for Durables. 10(2), 24-41.
Kevin Keller (2001) Building strong brands in a modern marketing communications environment. 15(2-3), 139-155.
V Kumar (2018) Transformative marketing: The next 20 years. 82(4), 1-12.
V Kumar, L Aksoy, B Donkers, R Venkatesan, T Wiesel, S Tillmanns (2010) Undervalued or overvalued customers: Capturing total customer engagement value. 13(3), 297-310.
Gary Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V Kumar, Das Narayandas, Renana Peres, Raji Srinivasan, Qiong Wang (2010) Calculating, creating, and claiming value in business markets: Status and research agenda. 21(3), 287-299.
M Liu, I Wong, G Shi, R Chu, J Brock (2014) The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. 28(3), 181-194.
K Manoj, P Jitendra, A Naithani (2016) Classification and selection methodology for temporary support systems for underground structures. 191-198.
Robert Meyer (2018) Reflections on "Transformative Marketing: The Next 20 Years". 82(4), 13-14.
K Petburikul (2009) The Impact of Corporate Rebranding on Brand Equity and Firm Performance. 3(1), 155-172.
A Ponnam, P Krishnatray (2008) Rethinking Branding: The Need for a New Conceptual Framework to Analyze Customer-Based Brand Equity. 5(2), 31-38.
R Priluck, B Till (2010) Comparing a customer-based brand equity scale with the Implicit Association Test in examining consumer responses to brands. 17(6), 413-428.
N Rajasekar, K Nalina (2008) Measuring Customer-Based Brand Equity in Durable Goods Industry. 4(1), 48-58.
H Ramaiyah & Ahmad, A Aydin, S Özer, G Haryanto, J Moutinho, L Aldas-Manzano, J Brea, J (2010) Summary for Policymakers. 8, 1-30.
Richard Rutter, Chris Hanretty, Fiona Lettice (2018) Political Brands: Can Parties Be Distinguished by Their Online Brand Personality?. 17(3), 193-212.
Rūta Ruževičiūtė, Juozas Ruževičius (2010) Consumer-based brand equity evaluation model: the improvement research. 5(2), 369-387.
E.-J Seo, J.-W Park (2017) A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. 66, 36-41.
J Sirapracha, G Tocquer (2012) Customer Experience, Brand Image and Customer Loyalty in Telecommunication Services. 29, 112-117.
Nancy Sirianni, Mary Bitner, Stephen Brown, Naomi Mandel (2013) Branded Service Encounters: Strategically Aligning Employee Behavior with the Brand Positioning. 77(6), 108-123.
G Svendsen, N Prebensen (2013) The effect of brand on churn in the telecommunications sector. 47(8), 1177-1189.
Julian Nwangwa, Partrick Osadebe, Peter Ossai (2012) Assessment of the Impact of Technical Skills Among N-Power Participants: A Socio-Demographic Perspective. 02(09), 143-152.
M Van Birgelen, K De Ruyter, Jong De, A Wetzels, M (2002) Customer evaluations of aftersales service contact modes: An empirical analysis of national culture's consequences. 19(1), 43-64.
Rajan Varadarajan (2018) A Commentary on "Transformative Marketing: The Next 20 Years". 82(4), 15-18.
Hartanto Yuwo, John Ford, Mustika Purwanegara (2013) Customer-based Brand Equity for a Tourism Destination (CBBETD): the Specific Case of Bandung City, Indonesia. 4(1), 8-22.
Published
2021-05-24
Issue
Section
License
Copyright (c) 2021 Authors and Global Journals Private Limited
This work is licensed under a Creative Commons Attribution 4.0 International License.