A Study on Influence of Life Style to Determine Brand Equity of Reliance Trends in Tamilnadu

Dr. K. Sethuraman
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Dr. K. Sethuraman: Assistant Professor, Department of Business Administration, Annamalai University, Chidambaram, India.

Indian Journal of Commerce and Management Studies, 2014, vol. 5, issue 1, 113-119

Abstract: Today emotional spending is now based on wants not needs. Individual have used accessories as a form of nonverbal communication to indicate class and wealth affiliation. KMO value is good with the samples of brand equity having .722. Hence it is inferred that 400 samples with 26 variables having ability to extract factors. The brand equity variables have 54.75% of the characteristics. Based on the grand mean score believer having highest mean score of 4.49. So, it is consider as first rank, innovator having the mean score of 4.36, so it is consider as second rank, Experiencers having the mean score of 4.31, so it is consider as third rank, achiever having mean score of 4.20, so it is consider as fourth rank, striver having mean score of 4.10, so it is consider as fifth rank and maker having mean score of 4.00, so it is consider as sixth rank. Based on the grand mean score brand loyalty dimension having highest mean score of 4.32. So, it is consider as first rank, brand awareness dimension having the mean score of 4.31, so it is consider as second rank, brand association dimension having the mean score of 4.24, so it is consider as third rank, perceived quality dimension having mean score of 4.24, so it is consider as third rank. Experiencers highest scoring variables are trying new (.721), clarification variable having highest mean score of 4.60 and the internal consistency reliability .628 are satisfactory. Achiever highest scoring variables are trends and fashion (.775), score in-charge variable having highest mean score of 4.26 and the internal consistency reliability .652 are satisfactory.

Keywords: Life Style; Brand Equity; Brand Associations. (search for similar items in EconPapers)
Date: 2014
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