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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Měření hodnoty značky Kingswood
 Molodzinovska, Vladyslava
The purpose of this bachelor thesis is to measure the current brand equity performance of Kingswood based on perceived marketing mix elements and brand loyalty, perceived quality, and brand awareness with associations. The literary review casts light on the concept of brand equity and its dimensionality and focuses on findings from the previous studies on the relationships between perceived marketing mix elements towards the brand equity. The conceptual model is constructed based on findings and theories, and hypotheses are formulated for further statistical testing. To introduce the brand, the description of the actual marketing mix is integrated into this thesis, as well. The next section describes the methodology related to the regression and correlation analysis. It is later used in the practical part, which is dedicated to identifying the relationships between variables and verifying the presumptions stated in the theoretical part of the thesis. Last but not least, the conclusions are presented and recommendations are made about how to improve marketing mix elements in order to contribute to the greater brand equity.
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