@incollection{,
	
					
					
					A307CD501F913FEE4649EF33DFB64173
				,
	author={{GashawTibebe} and {AmanpreetSingh} and {Punjabi University}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}15101530
}

@book{b0,
	
	
		,
	title={{Managing Brand Equity}}
		,
	author={{
			DAAaker
		}}
		
			,
	year={1991}
			,
	publisher={The Free Press}
			,
	address={New York, N.Y}
		
	

}

@incollection{b1,
	
	
		,
	title={{Changing needs for brands}}
		,
	author={{
			SJAgres
		} and {
			TMDubitsky
		}}
		
	
	
		,
	journal={{Journal of Advertising Research}}
		
			36
			1
			
			,
	year={1996}
		
	

}

@incollection{b2,
	
	
		,
	title={{Revenue premium as an outcome measure of brand equity}}
		,
	author={{
			KLAilawadi
		} and {
			RLDonald
		} and {
			ANScott
		}}
		
		
	
	
		,
	journal={{Journal of Marketing}}
		
			6
			
			,
	year={2003. October}
		
	

}

@incollection{b3,
	
	
		,
	title={{The long-term effect of marketing strategy on brand sales}}
		,
	author={{
			MBAtaman
		} and {
			HVan Heerde
		} and {
			CFMela
		}}
		
		
	
	
		,
	journal={{Journal of Marketing Research}}
		
			47
			5
			
			,
	year={2010}
		
	

}

@incollection{b4,
	
	
		,
	title={{What CEOs Are Saying About Brand Equity: A Call to Action For Researchers}}
		,
	author={{
			ALBaldinger
		}}
	
	
		,
	journal={{Journal of Advertising Research}}
		
			32
			
			,
	year={1992. July/August}
		
	

}

@incollection{b5,
	
	
		,
	title={{Brand equity: snark or boojum?}}
		,
	author={{
			PBarwise
		}}
	
	
		,
	journal={{International Journal of Research in Marketing}}
		
			10
			1
			
			,
	year={1993}
		
	

}

@book{b6,
	
	
		,
	title={{Advertising Management}}
		,
	author={{
			RBatra
		} and {
			JGMyers
		} and {
			DAAaker
		}}
		
		
		
			,
	year={1996}
			,
	publisher={Prentice-Hall}
			,
	address={Englewood Cliffs (NJ}
		
	

}

@incollection{b7,
	
	
		,
	title={{Brand Equity in the Business-to-Business Market}}
		,
	author={{
			MBendixen
		} and {
			KBukasa
		} and {
			RAbraat
		}}
		
		
	
	
		,
	journal={{Industrial Marketing Management}}
		
			33
			
			,
	year={2003}
		
	

}

@book{b8,
	
	
		,
	title={{Structural Equations with Latent Variables'}}
		,
	author={{
			KABollen
		}}
		
			,
	year={1989}
			,
	publisher={John Wiley & Sons}
			,
	address={New York, NY}
		
	

}

@incollection{b9,
	
	
		,
	title={{Mastering the mix: Do adver-tising, promotion and sales force activities lead to differentiation?}}
		,
	author={{
			WBoulding
		} and {
			LEunkyu
		} and {
			SRichard
		}}
		
		
	
	
		,
	journal={{Journal of Marketing Research}}
		
			31
			
			,
	year={1994}
		
	

}

@incollection{b10,
	
	
		,
	title={{The Effect of Advertising and Sales Promotions on Brand Equity}}
		,
	author={{
			IBBuil
		} and {
			LDe Chernatony
		} and {
			ELeslie
		}}
		
		
	
	
		,
	booktitle={{The 6th Thought Leaders in Brand Management International Conference}}
				
			,
	year={2010}
			14
		
	

}

@incollection{b11,
	
	
		,
	title={{A cross-national validation of the consumer-based brand equity scale}}
		,
	author={{
			IBuil
		} and {
			LDe Chernatony
		} and {
			EMartinez
		}}
		
		
	
	
		,
	journal={{Journal of Product & Brand Management}}
		
			17
			6
			
			,
	year={2008}
		
	

}

@incollection{b12,
	
	
		,
	title={{The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty}}
		,
	author={{
			AChaudhuri
		} and {
			MBHolbrook
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			65
			
			,
	year={2001. April}
		
	

}

@incollection{b13,
	
	
		,
	title={{Estimates and tests in structural equations modeling}}
		,
	author={{
			CChou
		} and {
			PMBentler
		}}
		
	
	
		,
	booktitle={{Structural Equation Modeling: Concepts, Issues and Applications}}
				,
	editor={
			RHHoyle
		}
		Thousand Oaks, CA
		
			,
	publisher={Sage Publications}
			,
	year={195}
		
	

}

@book{b14,
	
	
		,
	title={{Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings. Marketing Letters}}
		,
	author={{
			SChu
		} and {
			HTKeh
		}}
		
		
			,
	year={2006. 2006}
			17
			
		
	

}

@incollection{b15,
	
	
		,
	title={{Brand equity, brand preference, and purchase intent}}
		,
	author={{
			CJCobb-Walgren
		} and {
			CARuble
		} and {
			NDonthu
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			3
			24
			,
	year={1995}
		
	

}

@incollection{b16,
	
	
		,
	title={{An international review of sponsorship research}}
		,
	author={{
			TBCornwell
		} and {
			IMaignan
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			27
			1
			
			,
	year={1998}
		
	

}

@incollection{b17,
	
	
		,
	title={{Sponsorship: From management ego trip to marketing success}}
		,
	author={{
			JCrimmins
		} and {
			MHorn
		}}
		
	
	
		,
	journal={{Journal of Advertising Research}}
		
			36
			4
			
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	year={1996}
		
	

}

@incollection{b18,
	
	
		,
	title={{Marketing universals: consumers' use of brand name, price,physical appearance, and retailer reputation as signals of product quality}}
		,
	author={{
			NDawar
		} and {
			PParker
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			58
			2
			
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}

@book{b19,
	
	
		,
	title={{From Brand Vision to Brand Evaluation. Strategically Building and Sustaining Brands}}
		,
	author={{
			LDe Chernatony
		}}
		
			,
	year={2006}
			,
	address={Butterworth Heinemann; Oxford}
		
	

}

@incollection{b20,
	
	
		,
	title={{Brand trust in the context of consumer loyalty}}
		,
	author={{
			EDelgado-Ballester
		} and {
			JLMunuera-Aleman
		}}
		
	
	
		,
	journal={{European Journal of Marketing}}
		
			35
			11/12
			
			,
	year={2001}
		
	

}

@incollection{b21,
	
	
		,
	title={{Customer Loyalty: Towards an Integrated Conceptual Framework}}
		,
	author={{
			Dick
		} and {
			KBasu
		}}
		
	
	
		,
	journal={{Journal of the Academic Marketing Science}}
		
			22
			2
			
			,
	year={1994}
		
	

}

@incollection{b22,
	
	
		,
	title={{Double jeopardy revisited}}
		,
	author={{
			AEhrenberg
		} and {
			GGoodhardt
		} and {
			TBarwise
		}}
		
		
	
	
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	journal={{The Journal of Marketing}}
		
			54
			
			,
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}

@incollection{b23,
	
	
		,
	title={{Evaluating structural equation models with unobservable variables and measurement error}}
		,
	author={{
			CFornell
		} and {
			DFLarcker
		}}
		
	
	
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			18
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}

@incollection{b24,
	
	
		,
	title={{Consumption situations and the effects of brand image on consumers' brand evaluations}}
		,
	author={{
			TRGraeff
		}}
	
	
		,
	journal={{Psychology & Marketing}}
		
			14
			1
			
			,
	year={1997}
		
	

}

@incollection{b25,
	
	
		,
	title={{Building brand image through event sponsorship: The role of image transfer}}
		,
	author={{
			KPGwinner
		} and {
			JEaton
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			,
	year={1999}
		
	

}

@book{b26,
	
	
		,
	title={{Multivariate data analysis: A global perspective}}
		,
	author={{
			JFHair
		} and {
			WCBlack
		} and {
			BJBabin
		} and {
			REAnderson
		}}
		
		
		
		
			,
	year={2010}
			,
	publisher={Prentice Hall}
			,
	address={Upper Saddle River, New Jersey}
		
	
	,
	note={7th ed.}

}

@incollection{b27,
	
	
		,
	title={{Sponsorship and advertising: a comparison of their effects}}
		,
	author={{
			JHoek
		} and {
			PGendall
		} and {
			MJeffcoat
		} and {
			DOrsman
		}}
		
		
		
	
	
		,
	journal={{Journal of Marketing Communications}}
		
			3
			
			,
	year={1997}
		
	

}

@incollection{b28,
	
	
		,
	title={{Writing about structural equation models}}
		,
	author={{
			RHHoyle
		} and {
			APanter
		}}
		
	
	
		,
	booktitle={{Structural Equation Modeling: Concepts, Issues, and Applications. Sage: Thousand}}
				Oaks, CA
		
			,
	year={1995}
		
	

}

@incollection{b29,
	
	
		,
	title={{How brand awareness relates to market outcome brand equity, and the marketing mix}}
		,
	author={{
			RHuang
		} and {
			ESarigöllü
		}}
		
	
	
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	journal={{Journal of Business Research}}
		
			65
			
			,
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}

@book{b30,
	
	
		,
	title={{Measuring Consumer Perceptions of Brand Quality with Scanner Data: Implications for Brand Equity}}
		,
	author={{
			WAKamakura
		} and {
			GJRussell
		}}
		
		91-122
		
			,
	year={1991}
			,
	publisher={Marketing Science Institute}
			,
	address={Cambridge, MA}
		
	
	,
	note={Report Number}

}

@incollection{b31,
	
	
		,
	title={{Measuring Brand ValueWith Scanner Data}}
		,
	author={{
			WAKamakura
		} and {
			GJRussell
		}}
		
	
	
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	journal={{International Journal of Research in Marketing}}
		
			10
			
			,
	year={1993. March}
		
	

}

@incollection{b32,
	
	
		,
	title={{An Analysis of Influential Factors of Brand Equity and Its Impact on Consumer Buying Decision-The Selected Branches of Mellat Bank in Bushehr City as Case Study}}
		,
	author={{
			AKazemi
		} and {
			SYHosseini
		} and {
			MMoradi
		}}
		
		
	
	
		,
	journal={{International Journal of Academic Research in Business and Social Sciences}}
		
			3
			11
			
			,
	year={2013}
		
	

}

@book{b33,
	
	
		,
	title={{Strategic Brand Management: Building, Measuring and Managing BrandEquity, Second Edition}}
		,
	author={{
			KKeller
		}}
		
			,
	year={2003}
			,
	publisher={Prentice Hall}
			,
	address={New Jersey}
		
	

}

@book{b34,
	
	
		,
	title={{Strategic brand management: Building, measuring, and managing brand equity}}
		,
	author={{
			KLKeller
		}}
		
			,
	year={2007}
			,
	publisher={Prentice Hall}
			,
	address={New York}
		
	
	,
	note={3rd ed}

}

@book{b35,
	
	
		,
	title={{Strategic Brand Management -Building, Measuring, and Managing Brand Equity}}
		,
	author={{
			KLKeller
		}}
		
			,
	year={2008}
			,
	publisher={Pearson Prentice Hall}
			,
	address={New Jersey}
		
	

}

@book{b36,
	
	
		,
	title={{Strategic Brand Management: building, measuring, and managing Brand Equity}}
		,
	author={{
			KLKeller
		} and {
			MGParameswaran
		} and {
			IJacob
		}}
		
		
		
			,
	year={2011}
			,
	publisher={Pearson Education, Inc}
			,
	address={New Delhi}
		
	
	,
	note={3rd ed.}

}

@incollection{b37,
	
	
		,
	title={{A Model to Investigate the Influence of marketing-mix Efforts and Corporate Image on Brand Equity in the IT Software Sector}}
		,
	author={{
			JIKim
		} and {
			YJHyun
		}}
		
	
	
		,
	journal={{Industrial Marketing Management}}
		
			40
			3
			
			,
	year={2011}
		
	

}

@incollection{b38,
	
	
		,
	title={{Money Talks: Perceived Advertising Expenditures and Expected Product Quality}}
		,
	author={{
			AKirmani
		} and {
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		}}
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			16
			
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}

@book{b39,
	
	
		,
	title={{Marketing Management}}
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			PKotler
		}}
		
			,
	year={2000}
			,
	publisher={Prentice Hall}
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	address={Englewood Cliffs, N.J.}
		
	

}

@book{b40,
	
	
		,
	title={{Marketing management}}
		,
	author={{
			PKotler
		} and {
			KLKeller
		}}
		
		
			,
	year={2006}
			,
	publisher={Pearson education,Inc}
			,
	address={New Jersey}
		
	
	,
	note={12th ed. Upper saddle river}

}

@book{b41,
	
	
		,
	title={{Marketing Management, 14th Ed. Upper Saddle River}}
		,
	author={{
			PKotler
		} and {
			KLKeller
		}}
		
		
			,
	year={2012}
			,
	publisher={Prentice Hall}
			,
	address={New Jersey}
		
	

}

@incollection{b42,
	
	
		,
	title={{Characteristics of memory associations: a consumer-based brand equity perspective}}
		,
	author={{
			HSKrishnan
		}}
	
	
		,
	journal={{International Journal of Research in Marketing}}
		
			13
			
			,
	year={1996}
		
	

}

@incollection{b43,
	
	
		,
	title={{Application of a model for the effectiveness of event marketing}}
		,
	author={{
			AMartensen
		} and {
			LGronholdt
		} and {
			LBendtsen
		} and {
			MJJensen
		}}
		
		
		
	
	
		,
	journal={{Journal of Advertising Research}}
		
			47
			3
			
			,
	year={2007}
		
	

}

@incollection{b44,
	
	
		,
	title={{A simple comprehensive model for the analysis of covariance structures}}
		,
	author={{
			RPMcdonald
		}}
	
	
		,
	journal={{British Journal of Mathematical and Statistical Psychology}}
		
			37
			
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}

@book{b45,
	
	
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	title={{Ambush marketing: a threat to corporate sponsorship}}
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			TMeenaghan
		}}
		
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	publisher={Sloan Management Review}
			38
			
		
	

}

@incollection{b46,
	
	
		,
	title={{Predicating brand preference}}
		,
	author={{
			JMorton
		}}
	
	
		,
	journal={{Journal of Marketing Management}}
		
			2
			4
			
			,
	year={1994}
		
	

}

@incollection{b47,
	
	
		,
	title={{The Impact of Advertising on Building Brand Equity: A Case of Zimbabwean Universities}}
		,
	author={{
			MMutsikiwa
		} and {
			KDhliwayo
		} and {
			CHBasera
		}}
		
		
	
	
		,
	journal={{European Journal of Business and Management}}
		
			5
			9
			
			,
	year={2013}
		
	

}

@incollection{b48,
	
	
		,
	title={{Developing and validating measures of facets of customer-based brand equity}}
		,
	author={{
			RNetemeyer
		} and {
			BKrishnan
		} and {
			CPullig
		} and {
			GWang
		} and {
			MYagci
		} and {
			DDean
		}}
		
		
		
		
		
	
	
		,
	journal={{Journal of Business Research}}
		
			57
			
			,
	year={2004}
		
	

}

@book{b49,
	
	
		,
	author={{
			JCNunnally
		} and {
			IHBernstein
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	title={{Psychometric Theory}}
				New York
		
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	year={1994}
		
	
	,
	note={3rd ed.}

}

@incollection{b50,
	
	
		,
	title={{Whence consumer loyalty}}
		,
	author={{
			RLOliver
		}}
	
	
		,
	journal={{Journal of Marketing}}
		
			63
			
			,
	year={1999}
		
	

}

@incollection{b51,
	
	
		,
	title={{A survey based method for measuring and understanding brand equity and its extendibility}}
		,
	author={{
			CSPark
		} and {
			VSrinivasan
		}}
		
	
	
		,
	journal={{Journal of Marketing Research}}
		
			31
			
			,
	year={1994}
		
	

}

@incollection{b52,
	
	
		,
	title={{Brand Equity and the Extendibility of Brand Names}}
		,
	author={{
			ARangaswamy
		} and {
			RBurke
		} and {
			TAOliva
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	journal={{International Journal of Research in Marketing}}
		
			10
			
			,
	year={1993. March}
		
	

}

@book{b53,
	
	
		,
	title={{Ther's no business that's not show business: marketing in an experience culture}}
		,
	author={{
			BHSchmitt
		} and {
			DLRogers
		} and {
			KVrotsos
		}}
		
		
		
			,
	year={2003}
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	publisher={Financial Times Prentice Hall}
			,
	address={Upper Saddle River, NJ}
		
	

}

@incollection{b54,
	
	
		,
	title={{Customer-Based Brand Equity in the Fast Moving Consumer Goods Industry in India}}
		,
	author={{
			AHSequeira
		} and {
			BCMohan
		}}
		
	
	
		,
	journal={{International Journal of Management}}
		
			1
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			,
	year={2012}
		
	

}

@incollection{b55,
	
	
		,
	title={{An IMC approach to event marketing: the effects of sponsorship and experience on customer attitudes}}
		,
	author={{
			JZSneath
		} and {
			ZRFinney
		} and {
			AGClose
		}}
		
		
	
	
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	journal={{Journal of Advertising Research}}
		
			45
			4
			
			,
	year={2005}
		
	

}

@incollection{b56,
	
	
		,
	title={{Marketing agencies, media experts and sales agents: helping competitive firms improve the effectiveness of marketing}}
		,
	author={{
			DASoberman
		}}
	
	
		,
	journal={{International Journal of Research in Marketing}}
		
			26
			
			,
	year={2009}
		
	

}

@incollection{b57,
	
	
		,
	title={{Brand equity: A perspective on its meaning and measurement report, No. 91-124}}
		,
	author={{
			RKSrivastava
		} and {
			ADShocker
		}}
		
	
	
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	journal={{Working Paper Series}}
		
			,
	year={1991}
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	publisher={Marketing Science Institute}
		
	

}

@incollection{b58,
	
	
		,
	title={{The importance of brand equity to customer loyalty}}
		,
	author={{
			SATaylor
		} and {
			KCeluch
		} and {
			SGoodwin
		}}
		
		
	
	
		,
	journal={{Journal of Product & Brand Management}}
		
			13
			4
			
			,
	year={2004}
		
	

}

@incollection{b59,
	
	
		,
	title={{Understanding Information Technology Usage: A Test of Competing Models}}
		,
	author={{
			STaylor
		} and {
			PATodd
		}}
		
	
	
		,
	journal={{Information Systems Research}}
		
			6
			2
			
			,
	year={1995}
		
	

}

@incollection{b60,
	
	
		,
	title={{Measuring customer-based brand equity: empirical evidence from the sportswear market in China}}
		,
	author={{
			XTong
		} and {
			JMHawley
		}}
		
	
	
		,
	journal={{Journal of Product & Brand Management}}
		
			18
			4
			
			,
	year={2009}
		
	

}

@incollection{b61,
	
	
		,
	title={{Consumer-based brand equity: development and validation of a measurement instrument}}
		,
	author={{
			RVazquez
		} and {
			ABDel Rio
		} and {
			VIglesias
		}}
		
		
	
	
		,
	journal={{Journal of Marketing Management}}
		
			18
			
			,
	year={2002}
		
	

}

@incollection{b62,
	
	
		,
	title={{The impact of market-ing communication and price promotion on brand equity}}
		,
	author={{
			AVillarejo-Ramos
		} and {
			MSanchez-Franco
		}}
		
	
	
		,
	journal={{Journal of Brand Management}}
		
			12
			
			,
	year={2005}
		
	

}

@incollection{b63,
	
	
		,
	title={{An international review of sponsorship research: extension and update}}
		,
	author={{
			BWalliser
		}}
	
	
		,
	journal={{International Journal of Advertising}}
		
			22
			1
			
			,
	year={2003}
		
	

}

@incollection{b64,
	
	
		,
	title={{Does advertising create sustained firm value? The capitalization of brand intangible}}
		,
	author={{
			FWang
		} and {
			X.-PZhang
		} and {
			MOuyang
		}}
		
		
	
	
		,
	journal={{Journal of the Academy of Marketing Science}}
		
			37
			
			,
	year={2009}
		
	

}

@incollection{b65,
	
	
		,
	title={{Global brand equity model: customer-based with product-market outcome approaches}}
		,
	author={{
			HWang
		} and {
			YWei
		} and {
			CYu
		}}
		
		
	
	
		,
	journal={{Journal of Product Management}}
		
			17
			5
			
			,
	year={2008}
		
	

}

@incollection{b66,
	
	
		,
	title={{A conceptual framework of hotel experience and customersbased brand equity}}
		,
	author={{
			JBXu
		} and {
			AChen
		}}
		
	
	
		,
	journal={{International Journal of Contemporary Hospitality Management}}
		
			22
			2
			
			,
	year={2010}
		
	

}

@incollection{b67,
	
	
		,
	title={{An examination of selected marketing mix elements and brand equity}}
		,
	author={{
			BHYoo
		} and {
			NDonthu
		} and {
			SHLee
		}}
		
		
	
	
		,
	journal={{Journal of the Academy of Marketing Science}}
		
			28
			2
			
			,
	year={2000}
		
	

}

@incollection{b68,
	
	
		,
	title={{Developing and validating multidimensional consumer-based brand equity scale}}
		,
	author={{
			BYoo
		} and {
			NDonthu
		}}
		
	
	
		,
	journal={{Journal of Business Research}}
		
			52
			1
			
			,
	year={2001}
		
	

}

@incollection{b69,
	
	
		,
	title={{An examination of selected marketing mix elements and brand equity}}
		,
	author={{
			BYoo
		} and {
			NDonthu
		} and {
			SLee
		}}
		
		
	
	
		,
	journal={{Academy of Marketing Science}}
		
			28
			2
			
			,
	year={2000}
		
	

}

@incollection{b70,
	
	
		,
	title={{The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude}}
		,
	author={{
			LZarantonello
		} and {
			BHSchmitt
		}}
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			32
			2
			
			,
	year={2013}
		
	

}

@incollection{b71,
	
	
		,
	title={{Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence}}
		,
	author={{
			VAZeithaml
		}}
	
	
		,
	journal={{Journal of Marketing}}
		
			52
			
			,
	year={1988. July}
		
	

}