IDEAS home Printed from https://ideas.repec.org/a/aii/ijcmss/v5y2014i1p113-119.html
   My bibliography  Save this article

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

Author

Listed:
  • Dr. K. Sethuraman

    (Assistant Professor, Department of Business Administration, Annamalai University, Chidambaram, India.)

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.

Suggested Citation

  • Dr. K. Sethuraman, 2014. "A Study on Influence of Life Style to Determine Brand Equity of Reliance Trends in Tamilnadu," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 5(1), pages 113-119, January.
    • Handle: RePEc:aii:ijcmss:v:5:y:2014:i:1:p:113-119
    as

    Download full text from publisher

    File URL: http://scholarshub.net/index.php/ijcms/article/view/259/252
    Download Restriction: no
    File URL: http://scholarshub.net/index.php/ijcms/article/view/259
    Download Restriction: no
    ---><---

    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:5:y:2014:i:1:p:113-119. 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.

    We have no bibliographic references for this item. You can help adding them by using 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.