Brand Equity Analysis of Selected Tea Brands in India: A Linear Approach of Measurement
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 1
Abstract
Since 1991 brand equity measurement is considered as a multifaceted task which takes a huge number of variables and sub variables (Aaker, 1991). Brand equity measurement is also a money intensive task for the marketers till date (Y & R, 2017). In our research work we have considered some variables which can be easily understood by marketers and as well as by entrepreneurs. Secondly we build up a model of brand equity measurement which is simple to compute and by using that we can find out an absolute value of brand equity. Our research is an attempt towards a simple linear model development of brand equity after Multidimensional Brand Equity Scale Model (Yoo and Donthu, 2001). In this article we have established a functional linear relationship between brand equity and brand loyalty; between brand loyalty and consumers’ willingness to pay and finally we have formed a simple linear model to measure brand equity of some tea brands in India. Responses have been collected from Kolkata and adjacent area. In this study primary data is collected through personal interviewing method. Respondents are asked to give their responses based on their attitudes towards different tea brands in India. This study has used multiple regression models to examine the linear relationship among the variables. After establishing linear relationship among the variables this study has gone further and developed a weighted average linear equation to measure brand equity of tea brands as FMCG products. This study also shows relative importance of predictor variables in measurement of brand equity of tea brands.
Authors and Affiliations
Amrita Chatterjee, Dr. Isita Lahiri
Keywords
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- EP ID EP409570
- DOI 10.9790/487X-2001080110.
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