Impact of marketing mix and corporate image on brand equity

Along with the existing theoretical finding, the structural model of the impact of marketing mix and corporate image on brand equity defined. According to the identified structural model for the same, research hypothesis has been developed. In order to test the structural model and research hypothesis, empirical research done on the primary data. Primary data collected by floating the survey questionnaire among the management student of the School of management, Central university of Pondicherry. Finally the research result was analysed, interpreted and discussed the implication of it in the theory and practice of the brand equity management.