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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/458

Title: Brand awareness and preference in rural markets
Authors: Patro, Sanjay
Varshney, Sanjeev
Keywords: Rural marketing
Brand awareness
Brand linking
Brand quality perception
Issue Date: 5-Apr-2008
Publisher: Indian Institute of Management Kozhikode
Abstract: This study is to understand the relationship of brand awareness on perceived quality and its consequent impact on selection of the brand in a rural purchase situation. The relationship between top-of-mind recall and linking is examined and also the relationship between linking and usage or patronization of the brand.
URI: http://hdl.handle.net/2259/458
Appears in Collections:Conference on Marketing to Rural Consumers

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