The impact of customer-based brand equity on the operational performance of FMCG companies in India

摘要

Measurement of brand equity is critical to meeting the big challenge of performance for companies in the Indian fast moving consumer goods (FMCG) industry. One of the main challenges lies in the quantification of brand equity and its components. This study investigates the impact of brand equity on the operational performance of businesses in the FMCG industry.