摘要：As a result of the 2008 global economic recession, consumers have less income and have
turned to less expensive brands and retail stores. This study examines the relationships of
consumer demographics, shopping behavior, and the marketing activities (mix) that influence
customer-based brand equity. A sample of 435 hypermarket shoppers is classified by low,
middle, and high income segments. Using comparative (ANOVA) and causal (multiple
regression) statistical analysis, the findings are similar for low and high income groups and some
differences with middle income sKeywords: Brand equity, marketing strategy, consumer incomehoppers.
关键词：Keywords: Brand equity, marketing strategy, consumer income
