Empirical Evidence on Dynamic of Brand Equity: Indian Car Industry
Keywords:
Brand, Brand Preference, Brand Loyalty, Brand Equity, Indian car IndustryAbstract
A brand is defined as a specific name, symbol or design or, more usually some combination of these, that is used to distinguish a particular seller’s product. Today with a considerable change over time, there is an increase in modern and sophisticated branding of both tangibles and intangibles. Brands, particularly those that are high in brand equity (value of the brand) can be organizations most powerful assets. Survey method has been adopted to elicit the views of local and global brand car owners. The customers’ preference towards local and global brands is studied by administering structured interview schedule with 200 customers in Puducherry city. In time when competition is getting passionate, it is imperative for the firm to seriously evaluate factors that are not only important in creating strong brand equity but also assist them in achieving customer satisfaction and loyalty. The results of the study shows that brand preference and brand loyalty play an important role in creating brand equity. These components of brand equity must be coherent in their actions so that consistent image of the firm is realized and valued by customers.
References
Aakar ,David & Kavin Keller (1992), “ The Effects of Sequential Introduction of Brand Extention” Journal of Marketing Research, 29, 1 (February) 35-50
Cathy J. Cobb-Walgren, Cynthia A. Ruble, Naveen Donthu (1995), Brand Equity, Brand Preference, and Purchase Intent, Journal of Advertising, Vol. 24, No. 3 (Autumn, 1995), pp. 25-40.
Chaudhuri, Arjun & Morris B. Hollbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Mrketing, 65 (April),81-93
Chang, Hsin Hsin and Liu, Ya Ming ‘The impact of brand equity on brand preference and purchase intentions in the service industries’, The Service Industries Journal, 29: 12 (2009), pp 1687 – 1706
Ching Fu Chen & Yu-Ying Chang,” Airline brand equity, brand preference, and purchase intentions – The moderating effects of switching costs”, Journal of Air Transport Management 14 (2008) pp 40–42.
Cronin, Jr., Joseph, Michael K. brand & G. Tomas Hult (2000), “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioural Intentions in Service Environments,” Journal of Retailing, 79 (2),193-218
Dr. P.Natarajan & Thiripurasundari U. “A study on Brand Preference of ‘B’ Segment cars” (with ref. to Maruti Cars), International Journal of Business Intelligence and Management, Vol. 2, No.1-2, (2010) pp 165-174.
Doyle, P. (2002), Marketing Management and Strategy, 3rd edn, Pearson education Ltd.
Keller,Kevin L.(1993), “Conceptualizing, Measuring and managing Customer-Based Brand Equity”, Journal of Marketing, 57(January),1-22.
Kirmani,Amna,Sanjay Sood &sheri Bridges (1999),”The Ownership Effect in Consumer Responses to Brand Line stretches”, Journal of Marketing, 63 (January), 88-101.
Kyung Hoon Kim,Kang Sik Kim,Dong Yul Kim,Jong Ho Kim,Suk Hou Kang (2008), Brand Equity in Hospital Marketing, Journal of Business Research 61 (2008) pp.75-82
Manoj Pandey & Dr. J.K. Raju (2009), Analyzing Relationship between Brand Perception and Customer Loyalty in Life Insurance Industry, The Journal – Contemporary Management Research, Vol.3, No 1, March (2009).
Simonin, Bernared L. & Julie A. Ruth (1998),”Is a Company known by the Company it keeps? Assessing the Spillover Effects of Brand Alliences on Consumer Brand Attitudes”, journal of Marketing Research, 35 (February), 30-42.
Sirgy,JosephM., Dhruv Grewal, Tamara F. Mangleburg, Park, Kye-sung Chon, C.B. Claiborne, J.s. Johar & Harold Berkman(1997), Journal of the Academy of marketing Science,25,3 (summer)229-241.
Sweemey, Jillian C., Geoffrey N. Soutrar & Lester W. Johnson (1999), “The role of Perceived Risk in the Quality-value Relationship: International Journal of Research in Marketing 10:23-45
Tsiros, Micheal & vikas Mittal 92000), “ Regret : A Model of its Antecedents & Consequocnes in Consumer Decision making”, journal of Consumer Research 26 (March),401-417
Yoo, Boonghee, Naveen Donthy & Sungho Lee (2000), “ An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of the /academy of Marketing Scienc, 28(2),195-211.
www.marutisuzuki.com
www.hyundai.com
www.tatamotors.com
www.automobileindia.com
