The Evaluation Of The Factors Effects On The Branded Television Sets Based On The Vision Of Consumers
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Abstract
In contemporary times, numerous institutions acknowledge their product brands and services as paramount assets. These brands constitute substantial capital, crucial not only for upholding the company's value but also for nurturing customer allegiance. The stronger the brand's resonance in consumers' minds, the higher the potential for revenue generation. This study employs David Aaker's customer-centric brand equity model, encompassing four key dimensions: brand awareness, brand association, perceived brand quality, and brand loyalty.
It scrutinizes diverse factors such as familial dynamics, brand identity, corporate image, and pricing, assessing their influence on these dimensions of brand equity. The aim of this research is to evaluate the factors affecting brand equity dimensions, particularly concerning television brands, from the perspective of female consumers. The study is conducted among female television brand consumers in Karnataka state, chosen via simple random sampling. The results reveal that both familial background and corporate image directly impact brand recognition, brand linkage, and perceived brand excellence. The brand name directly influences brand recognition and perceived brand excellence, while pricing directly affects perceived brand excellence. Ultimately, brand recognition, brand linkage, and perceived brand excellence collectively contribute to overall brand equity.
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