Contact: +91-9711224068
International Journal of Applied Research
  • Multidisciplinary Journal
  • Printed Journal
  • Indexed Journal
  • Refereed Journal
  • Peer Reviewed Journal

ISSN Print: 2394-7500, ISSN Online: 2394-5869, CODEN: IJARPF

IMPACT FACTOR (RJIF): 8.4

Vol. 3, Issue 7, Part I (2017)

An analytical study on customer-based brand equity for frequently purchased consumer goods

An analytical study on customer-based brand equity for frequently purchased consumer goods

Author(s)
T Nagaprakash And Dr. V Latha
Abstract
This study evaluates global and Indian brands in the frequently purchased consumer goods sector by using Customer-Based Brand Equity Model (Keller, 2001). Six brand building blocks, as referred by Keller (2001), were considered in the study—Brand Salience, Brand Imagery, Brand Performance, Brand Judgment, Brand Feelings and Brand Resonance. The findings reveal that global brand’s brand strength is much higher than the Indian brand’s. The Indian brand has scored significantly less in ‘Brand Preference’ and consequently its ‘Brand Strength’ has been much lesser than that of the global brand. Two other hypotheses were also tested regarding the existence of positive relationship between brand trust and brand affect and attitudinal loyalty and purchase loyalty. The need to test these hypotheses arise because of the importance of the last brand building block, ‘Brand Resonance’, to marketing managers, as high brand resonance implies high loyalty. The empirical findings show that there exists a positive relationship between brand trust and brand affect and attitudinal and purchase loyalty for both global and Indian brand.
Pages: 598-603  |  1029 Views  88 Downloads
How to cite this article:
T Nagaprakash And Dr. V Latha. An analytical study on customer-based brand equity for frequently purchased consumer goods. Int J Appl Res 2017;3(7):598-603.
Call for book chapter
International Journal of Applied Research
Journals List Click Here Research Journals Research Journals