Impact of Brand Equity on Consumer Buying Behaviour (An Empirical Analysis on Consumer Buying Behaviour of Selected Car Users In Vijayawada City)
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 2
Abstract
The brand awareness has turned into an important variable that has an impact on customer’s perception of a brand. Achievement in brand management that comes out of understanding a brand image and loyalty correctly to create strong characteristics that influences a consumer’s buying decisions. The things like brand awareness, brand loyalty, brand image, and consumer behavior help in winning the perception of a consumer towards a brand. The terms have different impact on defining the meaning of words in the perception of a consumer. According to academicians and practitioners brand image is a driving force of brand asset and brand performance to sustain in the market. There is a perfect relationship between brand image and brand equity from the perspective of customer equity. The strong brand gives the possibility to company for setting itself in the market avoiding the danger of competitive actions by other companies. Brand equity is a concept of eighties. It is an outcome of business strategies adopted by companies.
Authors and Affiliations
Dr. A. V. N. Murty, DR. A. Udayashankar, B. Vinaya Varma
Keywords
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- EP ID EP409660
- DOI 10.9790/487X-2002063036.
- Views 40
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