Creating Customer Satisfaction among the Millennials: Does Brand Equity Matter?
No Thumbnail Available
Files
Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.
Abstract
In a competitive and brand-conscious market like India which is home to a huge population of Millennials, building brand equity for smartwatches is a challenging task. The companies need to assess the prior experiences and future aspirations of consumers to possess these brands. In this context, the present study examines the relationship between brand equity dimensions, overall brand equity and customer satisfaction. Convenient sampling was used to collect data using a validated questionnaire. Confirmatory factor analysis was used to determine the relationship between the antecedence factors of brand equity like brand loyalty, brand association, perceived quality and brand awareness and its subsequent impact on customer satisfaction. All the variables had a positive impact on the brand equity and the results also revealed that brand association too had an impact on customer satisfaction.
Description
Keywords
: Brand Association, Brand Awareness, Brand Equity, Brand Loyalty, Confirmatory Factor Analysis, Customer Satisfaction, Perceived Quality
Citation
Chacko, Pearly Saira,Ramanathan, Hareesh N (2021) Creating Customer Satisfaction among the Millennials: Does Brand Equity Matter? ;Business Law, and Management (BLM2): International Conference on Advanced Marketing (ICAM4) An International Joint e-Conference-2021 Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.Pag.346