CUSTOMER BASED BRAND EQUITY AMONG MOBILE IN CHENNAI CITY

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Dr. N. SOWBARNIGADEVI , Dr. D. THIRUMALRAJA , Dr. N. SARAVANAKUMAR

Abstract

Brand equity is underlying the product or service, it can be extra cash flow achieved by brand (Biel, 1992). In this present study is analysis the customer-based brand equity among mobile in Chennai city. Descriptive and analytical research technique was applied to find out the customer-based brand equity. The mobile brands were chosen criteria based on high sales volume. The sample was collected through questionnaire. The researcher has collected the sample from the respondents who are using Samsung, xiaomi, oppo, oneplus, and vivo. A sample size of the study is completed 384 customers from Chennai city. The result revealed that mobile brand association, mobile brand relationship, mobile brand image positively influences the mobile brand equity-based customer but mobile brand awareness negatively influences the mobile equity-based customer. It is inferred the brand association and brand relation has helped to sell the mobile brand further; brand image has increased the brand value of the customers. Loyalty has negative impact on customers based mobile equity.


  

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