The Effect of Brand Equity on Consumer Behaviour: With Special Reference to Durable Products

Alaka Samantaray ()
Additional contact information
Alaka Samantaray: Lecturer, Institute Of Business and computer studies Siksha ‘O’ Anusandhan University Kalinga Nagar, Ghatikia Bhubaneswar – 751003, Orissa, India

Business, Management and Economics Research, 2015, vol. 1, issue 1, 6-13

Abstract: The strong brand equity value has turned into an exceptionally critical element that influences customers’ behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers’ behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman’s Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.

Keywords: Brand awareness; Brand image; Perceived quality; Brand association; Brand loyalty. (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.arpgweb.com/pdf-files/bmer1(1)6-13.pdf (application/pdf)
http://www.arpgweb.com/?ic=journal&journal=8&month=05-2015&issue=1&volume=1 (text/html)

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:arp:bmerar:2015:p:6-13

Access Statistics for this article

Business, Management and Economics Research is currently edited by Dr. Syed Zulfiqar Ali Shah

More articles in Business, Management and Economics Research from Academic Research Publishing Group Rahim Yar Khan 64200, Punjab, Pakistan.
Bibliographic data for series maintained by Managing Editor ().