Paper Title :Measuring Brand Equity of Consumer Durables Through Customer Based Brand Equity Model
Author :Linda Susan Mathew, Sunita Panicker
Article Citation :Linda Susan Mathew ,Sunita Panicker ,
(2017 ) " Measuring Brand Equity of Consumer Durables Through Customer Based Brand Equity Model " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 115-124,
Volume-3,Issue-1
Abstract : A high brand equity level is recognized as a key attribute that affects higher consumer preferences and purchase
intentions. This research intends to determine the factors to improve actual and perceived quality of the brands studied, to
understand how marketing strategy communicate the brand's relevancy to people's needs and to compare the brand equity
with competitors.
Customer Based Brand Equity Model (CBBE Model) is an accepted brand building methodology which helps to know what
brand equity is, and how it can be made, measured and managed. The CBBE Model emphasise on Brand building by
considering the Brand Salience, Performance, Imagery, Judgments, Feelings and Resonance of customers towards the brand
or product.
The purpose of this paper is to measure consumer-based brand equity in consumer durables and to identify the strategy
drivers associated with levels of brand equity for the selected brands in the market. The increasing need for a range of
consumer durable goods in India has invoked high competition among different consumer durable brands. Consumer durable
goods include White Goods, Brown Goods and Consumer Electronics. The research is oriented towards four Indian and
international mobile brands. The brands selected are Nokia, Samsung, Micromax and Karbonn. The CBBE model for the
four brands are drafted and these models are used to construct a Reverse Model which gives the status of the five brands of
mobiles based on the same information used for building the CBBE models. This study has brought out the various factors
that affect brand equity of this class of Consumer Durables and emphasize on development of effective marketing strategies.
Keywords— Brand Building, Customer Based Brand Equity Model, Brand Equity, Reverse CBBE Model, Consumer
Durables.
Type : Research paper
Published : Volume-3,Issue-1
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-6817
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Copyright: © Institute of Research and Journals
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Published on 2017-03-11 |
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