Chavera, Linda (2015) The Relevance of Customer Based Brand Equity Model in the Geographical Information Systems (GIS) Industry in Kenya. Masters thesis, University of Nairobi.
![[img]](http://thesisbank.jhia.ac.ke/style/images/fileicons/application_pdf.png) |
PDF (The Relevance of Customer Based Brand Equity Model in The Geographical Information Systems (Gis) Industry In Kenya)
Chaver_The relevance of customer based brand equity model in the geographical information systems (GIS) industry in Kenya.pdf - Accepted Version Restricted to Repository staff only Download (1MB) | Request a copy |
Abstract
This study was conducted to determine relevance of customer based brand equity model to GIS industry in Kenya. To achieve this, primary data was collected using structured questionnaire. The questionnaires were administered to a clustered sample of surveyors who utilize GIS services. The respondents were accessed in their respective offices through drop and pick method. Data was analyzed using descriptive statistics; this was presented in form of tables - frequencies and percentages. The study found that respondents were practicing some of the concepts in customer based brand equity as much as they may not be aware of the model. Among these pillars were brand awareness, perceived quality and brand associations. The researcher recommended that similar studies should be carried out on other industries that utilize GIS but are not necessarily survey firms so as to appreciate fully the relevance of the model
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Africana |
| Depositing User: | Mr Nahum Osman |
| Date Deposited: | 29 Jun 2016 10:55 |
| Last Modified: | 29 Jun 2016 10:57 |
| URI: | http://thesisbank.jhia.ac.ke/id/eprint/588 |
Actions (login required)
 |
View Item |