F-KCW-Department Publications

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Author: search.filters.author.Vidyakala KSubject: search.filters.subject.Brand Equity

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    MEASURING CUSTOMER BASED BRAND EQUITY: EVIDENCE FROM HERO MOTOCORP TWO WHEELERS IN TAMILNADU
    (International Journal of Management, IT & Engineering, 2019-01) Vidyakala K; Mohan Kumar K
    Two wheeler sales in India have reached 20 million unit sales in the year 2017-18 with a growth rate of 14.80%. With a growing competition and new entrants, it is always challenging for the company to satisfy their customers and to retain them with their brand name. It is very much essential to understand the importance of brand awareness, brand association, perceived quality and brand loyalty with reference to brand equity. Considering the need and importance, this study was designed with the intention of measuring customer based brand equity with special reference to Hero MotoCorp in Tamilnadu. A well-structured questionnaire was framed considering 27 variables to measure the brand equity. Simple random sampling was adapted in this research and collected 400 samples. Structural Equation Modelling was adapted in this study and found that brand association and perceived quality has its significance and positive impact on brand equity. The outcome of this study revealed a positive and significant impact of brand associations and perceived quality on brand equity. The study also registered its recommendation to the brand managers of Hero MotoCorp to concentrate the four dimensions of brand equity, especially, brand association and perceived quality to have a strong customer satisfaction and brand equity.
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    A STUDY ON LINKAGE BETWEEN CUSTOMER BASED BRAND EQUITY AND IT’S ANTECEDENTS IN FMCG MARKET: AN EMPRICAL STUDY IN COIMBATORE CITY
    (2020-12) Mohan Kumar K; Vidyakala K
    Fast moving consumer goods (FMCG) is the fourth largest sector in the Indian economy. FMCG market is expected to grow 5.6% in 2020. The study measured the linkage between customer based brand equity and its antecedents in FMCG market in Coimbatore City. The CBBE model shows the power of brand significantly lies in what customers have seen, heard, felt or availed from the brand over a period of time. The study is mainly rest on primary data. It is collected from the well designed and structure interview schedule. The 283 customers are distributed in Coimbatore city. The validation of variables included in each concept is tested by confirmatory factor analysis through content, convergent and discriminant validity. The present study contributes to an understanding of CBBE phenomena and it’s measurement and antecedents by examining the dimensions of this constructs. The end results give an opportunity to managers to develop a detailed brand equity strategies for their organisation.
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    MEASURING CUSTOMER BASED BRAND EQUITY: EVIDENCE FROM COLGATE-PALMOLIVE PRODUCTS IN TAMILNADU
    (AEGAEUM JOURNAL, 2021) Vidyakala K; Mohan Kumar K
    The study measured customer based brand equity pertaining to the consumers of Colgate- Palmolive products in Tamilnadu using a structured questionnaire considering four dimensions of brand equity such as brand awareness, brand association, perceived quality and brand loyalty. Simple random sampling method was adapted in collecting 200 responses from Tamilnadu and the collected data were analysed using suitable statistical tools. The outcome of this study revealed the existence of positive significant impact of brand awareness, perceived quality and brand loyalty on brand equity of Colgate- Palmolive products in Tamilnadu. However, questions related with brand association failed to exhibit its significant impact on its brand equity. Based on the outcomes, necessary recommendations were made to the Brand Managers of Colgate-Palmolive to take further actions.
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    AN EMPIRICAL STUDY TO ASSESS THE INFLUENCE OF PACKAGED DRINKING WATER ON CUSTOMER SATISFACTION
    (Journal of Huazhong University of Science and Technology, 2021) Vidyakala K; Mohan Kumar K
    Packaged drinking water bottle becomes need of the era and it is most wanted in all social events such as seminars, conferences, board meetings, marriage functions, etc. Because of this multiple needs, demand for the drinking water bottles increased and thus invites more players in to the market. The increased competition and survival will leads to work on quality and subsequent customer satisfaction. There are many factors influencing the customer satisfaction and this study aims to understand the customer satisfaction with respect to packaged drinking water bottles. A structured questionnaire was used to collect the responses from 230 respondents who are located in and around Tamil Nadu and was analysed with statistical tools like Cronbach’s Alpha, Exploratory Factor Analysis, ANOVA and Regression. The outcomes of this study are discussed detailed in this research paper.