ИЗСЛЕДВАНЕ НА КОРЕЛАЦИЯТА МЕЖДУ ЦЕННОСТТА НА БРАНДОВЕТЕ АВТОМОБИЛИ И ПЪРВОНАЧАЛНОТО КАЧЕСТВОТО НА АВТОМОБИЛИТЕ
A STUDY OF THE CORRELATION BETWEEN THE BRAND EQUITY AND INITIAL QUALITY OF AUTOMOTIVE BRANDS
Author(s): Stanimir AndonovSubject(s): Economy, Business Economy / Management, Marketing / Advertising, Socio-Economic Research
Published by: Бургаски свободен университет
Keywords: Automotive brands equity; Initial quality study; Correlation analysis; Regression analysis
Summary/Abstract: The paper presents and analyzes the correlation between the brand equity of the top ten most valuable automotive brands and the quality of the vehicles produced under these brands for the period 2011-2015. The data on the brand equity of automotive brands were taken from the annual BrandZ ranking compiled by the international research agency Millward Brown. The automotive quality data were taken from the annual J.D. Power and Associates U.S. Initial Quality Study (IQS). The paper concludes with a discussion of the obtained results and their implications.
Journal: Съвременни управленски практики
- Issue Year: 2016
- Issue No: IX
- Page Range: 390-400
- Page Count: 11
- Language: Bulgarian