Marketing Mix and Its Influence on Hypermarkets Brand Equity : A Descriptive Study on Buyers' Perception of the Marketing Mix and Its Influence on Hypermarkets Brand Equity

Brand equity has increased in importance and created the need to develop more complex measures than are now used. Customer-based brand equity evolved from brand equity and was based on customer's perceptions of brands. Using the marketing mix to predict customer-based brand equity (brand loyalty, brand awareness, perceived quality and brand association) was an essential goal of this study. Two instruments (Marketing Mix Scale and Customer-Based Brand Equity Scale) were combined and used in this study.