IDEAS home Printed from https://ideas.repec.org/a/aii/ijcmss/v2y2011i5p55-69.html
   My bibliography  Save this article

Empirical Evidence on Dynamic of Brand Equity: Indian Car Industry

Author

Listed:
  • U. Thiripurasundari

    (Ph.D. Scholar in Commerce School of Management Pondicherry University Puducherry, India)

  • P. Natarajan

    (Professor of Commerce School of Management Pondicherry University Puducherry, India)

Abstract

A brand is defined as a specific name, symbol or design or, more usually some combination of these, that is used to distinguish a particular seller’s product. Today with a considerable change over time, there is an increase in modern and sophisticated branding of both tangibles and intangibles. Brands, particularly those that are high in brand equity (value of the brand) can be organizations most powerful assets. Survey method has been adopted to elicit the views of local and global brand car owners. The customers’ preference towards local and global brands is studied by administering structured interview schedule with 200 customers in Puducherry city. In time when competition is getting passionate, it is imperative for the firm to seriously evaluate factors that are not only important in creating strong brand equity but also assist them in achieving customer satisfaction and loyalty. The results of the study shows that brand preference and brand loyalty play an important role in creating brand equity. These components of brand equity must be coherent in their actions so that consistent image of the firm is realized and valued by customers.

Suggested Citation

  • U. Thiripurasundari & P. Natarajan, 2011. "Empirical Evidence on Dynamic of Brand Equity: Indian Car Industry," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 2(5), pages 55-69, July.
    • Handle: RePEc:aii:ijcmss:v:2:y:2011:i:5:p:55-69
    as

    Download full text from publisher

    File URL: http://scholarshub.net/index.php/ijcms/article/view/462/451
    Download Restriction: no
    File URL: http://scholarshub.net/index.php/ijcms/article/view/462
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
    2. Kim, Kyung Hoon & Kim, Kang Sik & Kim, Dong Yul & Kim, Jong Ho & Kang, Suk Hou, 2008. "Brand equity in hospital marketing," Journal of Business Research, Elsevier, vol. 61(1), pages 75-82, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Minh-Tri Ha, 2021. "Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives," SAGE Open, , vol. 11(3), pages 21582440211, July.
    2. Wuryanti Kuncoro & Hanifah Azhar Windyasari, 2021. "Consumer Purchasing Decision Improvement Model through Brand Image, Religiosity, Brand Ambassador and Brand Awareness," International Business Research, Canadian Center of Science and Education, vol. 14(8), pages 1-42, August.
    3. Jalal Hanaysha, 2016. "Testing the Effect of Service Quality on Brand Equity of Automotive Industry: Empirical Insights from Malaysia," Global Business Review, International Management Institute, vol. 17(5), pages 1060-1072, October.
    4. Park, Jungkun & Back, Seung Yub & Kim, Dongyoup, 2022. "Masstige consumption values and its effect on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    5. repec:arp:tjssrr:2019:p:965-981 is not listed on IDEAS
    6. repec:hur:ijaraf:v:4:y:2014:i:2:p:121-130 is not listed on IDEAS
    7. Ray, Arghya & Bala, Pradip Kumar & Chakraborty, Shibashish & Dasgupta, Shilpee A., 2021. "Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Utkal Khandelwal & Kushagra Kulshreshtha & Vikas Tripathi, 2019. "Importance of Consumer-based Green Brand Equity: Empirical Evidence," Paradigm, , vol. 23(1), pages 83-97, June.
    10. Bianca MITU & Diego Oswaldo Camacho VEGA, 2014. "Consumer's Participation on Brand Pages on Facebook," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 2(4), pages 87-106, April.
    11. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    12. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    13. Lin, Yi-Hsin & Lin, Feng-Jyh & Wang, Kuo-Hsiung, 2021. "The effect of social mission on service quality and brand image," Journal of Business Research, Elsevier, vol. 132(C), pages 744-752.
    14. Hsiao-Ping Chang & Chun-Chieh Ma & Han-Shen Chen, 2019. "Climate Change and Consumer’s Attitude toward Insect Food," IJERPH, MDPI, vol. 16(9), pages 1-17, May.
    15. Ala'Eddin Mohammad Khalaf Ahmad & Hussein M. Al-Borie & Eyad Abdulqader Kamal & Fatemah Abdulaziz Abdulfattah & Alaa Yasser Abdullah Rhbeini, 2016. "The Impact of Brand Equity on Patients¡¯ Purchasing Behaviors in Private Dental Practice in Jeddah, Saudi Arabia," Journal of Business Administration Research, Journal of Business Administration Research, Sciedu Press, vol. 5(2), pages 41-55, October.
    16. Ajimon George & Jobin Sahadevan, 2019. "A Conceptual Framework of Antecedents of Service Loyalty in Health Care: Patients’ Perspective," IIM Kozhikode Society & Management Review, , vol. 8(1), pages 50-59, January.
    17. Iglesias, Oriol & Markovic, Stefan & Rialp, Josep, 2019. "How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy," Journal of Business Research, Elsevier, vol. 96(C), pages 343-354.
    18. Narangajavana, Yeamduan & Garrigos-Simon, Fernando J. & García, Javier Sanchez & Forgas-Coll, Santiago, 2014. "Prices, prices and prices: A study in the airline sector," Tourism Management, Elsevier, vol. 41(C), pages 28-42.
    19. Hanna Górska-Warsewicz, 2022. "Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review," IJERPH, MDPI, vol. 19(15), pages 1-36, July.
    20. Chiu, Su-Chin & Liu, Chih-Hsing & Tu, Jin-Hua, 2016. "The influence of tourists' expectations on purchase intention: Linking marketing strategy for low-cost airlines," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 226-234.
    21. Woo Gon Kim & Nitta Rachjaibun & Jin Soo Han & Gyehee Lee, 2011. "The Influence of Hotel Website Factors on E-Loyalty in a B2C Context," Tourism Economics, , vol. 17(5), pages 1103-1127, October.
    22. Kosiba, John Paul & Acheampong, Audrey & Adeola, Ogechi & Hinson, Robert E., 2020. "The moderating role of demographic variables on customer expectations in airport retail patronage intentions of travellers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aii:ijcmss:v:2:y:2011:i:5:p:55-69. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mr. Asif Anjum (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.