The Impact of Customer-Based Brand Equity on the Operational Performance of FMCG Companies in India Mohan, Bijuna C.
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TextPublication details: Bangalore Indian Institute of Management - Bangalore 20 November 2015Description: 13-19Subject(s):
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RAVI aNSHUMAN V. IIMB Management Review
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Measurement of brand equity has posed a big challenge to the companies in the Indian fast moving consumer goods (FMCG) industry. This paper investigates the impact of brand equity on the operational performance of business in the Indian FMCG industry. The research study adopts descriptive and exploratory approaches. The results indicate that there is correlation between brand equity and operational performance of business. The practical implications of the findings are that brand equity has to be effectively managed for improved operational performance of business.
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