Customer Based Brand Equity for Two Wheeler: An Empirical Study in Madurai City

N Rajasekar and S Vaishnavi
Additional contact information
N Rajasekar: Thiagarajar College
S Vaishnavi: Madurai Kamaraj University

Shanlax International Journal of Economics, 2018, vol. 6, issue 2, 83-87

Abstract: Brand equity is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands. The competitive advantage of firms that have brands with high equity includes the opportunity for successful extensions, resilience against competitors′ promotional pressures, and creation of barriers to competitive entry (Farquhar, 1989). In conceptualizing how customers evaluate brand equity, it is viewed as consisting of two components – brand strength and brand value (Srivastava and Shocker, 1991). Brand strength constitutes the brand associations held by customers. Basically, brand equity stems from the greater confidence that consumers place in a brand.

Keywords: brand strength; brand value; economic growth; Indian Passenger vehicle market; living standard; CBBE (search for similar items in EconPapers)
Date: 2018
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.shanlaxjournals.in/journals/index.php/economics/article/view/679 (text/html)
https://www.shanlaxjournals.in/wp-content/uploads/ ... _in_madurai_city.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:acg:journl:v:6:y:2018:i:2:p:83-87

Access Statistics for this article

Shanlax International Journal of Economics is currently edited by M.Chitra

More articles in Shanlax International Journal of Economics from Shanlax Journals Madurai, Tamil Nadu, India.
Bibliographic data for series maintained by S.Lakshmanan ().