A STUDY ON ASSERTIVE BEHAVIOUR AND CUSTOMER BASED BRAND EQUITY

Dr. S. Pandian

Abstract


Brand equity is a set of brand assets and liabilities linked to a brand. Assertiveness is the quality of being self-assured and
condent without being aggressive. The aim of the study of assertive behaviour and customer based brand equity. The
samples of 550 customers were selected. The above analysis clearly concluded that the high level assertive behaviour customers are very condent
in customer based brand equity and also its determinants. This will enhance the quality of interpersonal relationships within the organization


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