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Wal-Mart
C/M/2127. Impact of customers' brand perception on brand equity of ASDA
- WORDS:
- 3100
- DATE:
- 2011
- PRICE:
- 39.99 GBP
The paper looks at the brand image of ASDA, part of Wal-Mart supermarket, and its relation to customers' perception of supermarket brands. Theory of branding is reviewed providing definitions of brand, discussing brand building strategies, etc. A study is conducted interviewing fifty university students in the UK to identify their perceptions of the supermarket’s brand image. Conclusions are made about the factors behind customers’ loyalty towards a brand.
KEYWORDS: ASDA, Wal-Mart, supermarket, brand image, brand equity,
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