Customer Based Brand Equity in the Fast Moving Consumer Goods Industry in India

The International Journal of Management, Volume 1, Issue 4

19 Pages Posted: 24 May 2016

See all articles by Bijuna Mohan

Bijuna Mohan

National Institute of Technology Karnataka

Aloysius H. Sequeira

National Institute of Technology Karnataka (NITK), Surathkal

Date Written: October 2012

Abstract

This study identifies the significant antecedents of brand equity for the fast moving consumer goods (FMCG) industry in India (hereafter referred as FMCG in the paper). The study is based on the conceptualization of brand equity by Aaker (1991). Data was collected from 826 FMCG consumers in five major cities in India. Correlation and regression analysis were used for arriving at inferences. Findings indicated that consumer based brand equity for FMCG consists of four dimensions – brand association, brand loyalty, perceived quality and brand awareness. Brand association was by far the most important source of brand equity and the brand awareness had the least effect. While many studies have identified the importance of brand equity dimensions for individual products and services, few have tested the model with FMCG companies. Findings provide implications for brand managers to manage the brand equity of the Indian FMCG brands.

Keywords: brand equity, brand loyalty, brand association, perceived quality, brand awareness

Suggested Citation

Mohan, Bijuna and Sequeira, Aloysius Henry, Customer Based Brand Equity in the Fast Moving Consumer Goods Industry in India (October 2012). The International Journal of Management, Volume 1, Issue 4, Available at SSRN: https://ssrn.com/abstract=2783249

Bijuna Mohan

National Institute of Technology Karnataka ( email )

Srinivasnagar
Mangalore, Karnataka 575022
India

Aloysius Henry Sequeira (Contact Author)

National Institute of Technology Karnataka (NITK), Surathkal ( email )

School of Management
Surathkal
Mangalore, Karnataka 575025
India
0824 2474000 (Phone)

HOME PAGE: http://som.nitk.ac.in/faculty/aloysius-henry-sequeira

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