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ABSTRACT
A brands power derived from the goodwill and name synonym of the company's policy (Goodyear 1996;
recognition that it has earned over time, which deChernatony
Chernatony and McDonald, 2003).
translates into higher sales volume and higher profit
margins against competing brands. Brand equity Brand equity refers to the value of a brand. Brand
refers to the value of a brand. This paper tries to find equity is ass phrase, used in the marketing field,
the impactt of select dimensions of brand equity like which is a set of brand assets and liability linked to a
brand awareness, brand association, brand loyalty and product or services to a firm having a well know
perceived quality on customer’s preference while brand name and symbol. It is based on the idea that
purchasing a bike in Mysuru market. brand attract customers and can produce more money
from product with that particular
particu brand name. The
Keyword: Brand equity, Brand loyalty, Brand concept of brand equity is necessary for
awareness, Brand association and perceived quality. understanding the competitive dynamics and price
structure of business market. It examines the
I. INTRODUCTION effectiveness of marketing and brand name of a
Branding has been around for centuries as a means to product which leads to the profit of the business.It
distinguish the goods of one producer from those of assesses subtracting the utilization of physical
another. The word brand is derived from the Old characteristics of item from aggregate utility of a
Norse word brand, which means to burn as brands brand. It improves the income to the business. The
were the means by which owners of livestock mark advantage of the brand value is to help up the
their animals to identify them. The American execution of the organization. Mark value is useful for
Marketing Association defines a brand as: a name, the
he client to distinguish the significance of brand and
term, sign, symbol, or design, or a combination of its quality which impact the buy choice of the client.
them, intended to identify the goods or services of one
seller or group of sellers
lers and differentiate them from II. REVIEW OF LITERATURE
those of competitors (Kotler, 2003). A brand may Tanmay Chattopadhyay et al (2009) in their study
have many other meanings depending on the role it examine the co-relation
relation between factors that are not
plays, the value it has and more importantly, to whom directly related to marketing
rketing mix and brand equity.
it is related. To brand owners, a brand is mainly a The study found that primary factors like price,
differentiation device:
vice: the living memory and the advertising frequency, distribution intensity, store
future of its products (Kapferer, 1997). To brand image & secondary factors like country of origin, peer
users, a brand may create an emotional bond with recommendation &celebrity endorsements influence
them which turns the brand into an icon. In the most the brand equity. A secondary factor alone has no
developed role, brands represent not only the impact on brand equity. Only with the combination of
products or services a company
ompany provides but the firm primary factors it will affect the brand equity.
itself, the brand is the company and brands become a
Correlations
BA BAS PQ BL BE
** **
Pearson Correlation 1 .448 .341 .001 .007
BA Sig. (2-tailed)
tailed) .000 .001 .990 .943
N 100 100 100 100 100
**
Pearson Correlation .448 1 .196 -.227 .379**
*
From the above table it can be observed that brand followed by brand association
ciation and brand equity with a
loyalty and brand equity are showing a high positive weak positive correlation since the correlation value is
correlation
relation since the correlation value is 0.828 0.379.
From the table -22 it can be observed that the R Square identify the effect of job satisfaction can explain the
score is 0.688 and adjusted R Square score is 67.4% of the equation.
0.674.These scores tell that the variables used to
Table 3: ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 361.491 4 90.373 52.264 .000b
Residual 164.269 95 1.729
Total 525.760 99
a. Dependent Variable: Brand Equity
b. Predictors: (Constant), Brand Loyalty, Brand Association, Perceived Quality, Brand Awareness
From the table -33 it is evident that the Regression Model is significant since p<0.05.
From the table -4, 4, it can be observed that, the perceived quality and brand loyalty to measure the
relationship between two variables brand association brand equity of Hero MotoCorp in Mysuru market.
and brand loyalty with brand equity are significant According to this study brand loyalty as well as brand
since the p< 0.05. Whereas the relationship between association have shown a significant relationship
the other two variables like brand awareness and between brand equity and the researchers could find a
perceived
rceived quality with brand equity are not significant weak relationship between brand awareness and
since the p>0.05. If brand awareness value increases perceived quality. The managers should relate this
one unit then brand equity ascends to 0.14 units. result to reframe their brand building strategies in the
Similarly if brand loyalty increases one unit then present market under study. They should come up with
brand equity ascends 0.937 units. multiple brand building activities like advertising and
public relations, improved service, product
Sl. improvement, channel support, customer reward
Research Hypothesis Result
No systems and price maintenance
maintena to improve brand
Brand awareness has a significant awareness and perceived quality of Hero MotoCorp in
1 Rejected the Mysuru market.
effect on brand equity.
Brand association has a
2 Accepted REFERENCES
significant effect on brand equity
equity.
Perceived quality has a 1. Aaker, D. (1991). Managing Brand Equity-Equity
3 Rejected Capitalizing on the Value of a Brand Name. New
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equity.
Brand loyalty has a significant York, the Free Press.
4 Accepted
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Harvard Business Review, November-December,
November
VIII. FINDINGS 137-144.
This study shows that there is a significant
relationship between two variables –brand
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factor that contributing to the brand equity of Hero Purchase Decision in L'Oreal Skincare
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IX. CONCLUSION
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equity blue print
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