Introduction

S. Sreejesh () and Sanjay Mohapatra ()
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S. Sreejesh: IFHE University
Sanjay Mohapatra: Xavier Institute of Management

Chapter 1 in Mixed Method Research Design, 2014, pp 1-5 from Springer

Abstract: Abstract Creation of brand-based differentiation is the most influential approach for the development and maintenance of competitive advantage, particularly customer focused competitive advantage. For customers, these differentiating aspects would act as a signal of achieving expectation, which will provide more confidence and believability that the brand will meet their expectations. The extant literature on consumer-brand management examined these differentiating aspects based on which consumers perceive and evaluate brands, for example brand equity, brand personality and brand extensions.

Keywords: Brand Equity; Brand Loyalty; Brand Personality; Brand Extension; Customer Engagement (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-319-02687-9_1

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