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DSpace at Indian Institute of Management Kozhikode >
1. Conference Proceedings >
Conference on Marketing to Rural Consumers >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/2259/458
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| 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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Files in This Item:
| File |
Description |
Size | Format |
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| RM168.pdf | | 314Kb | Adobe PDF | View/Open |
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