Volume : 2, Issue : 1, January - 2013

An Empirical Study of Brand Equity Dimensions for Selected Consumer Durables among Selected Students of Vadodara city

Dr. Umesh Dangarwala, Deepa K. Bhatia

Abstract :

Brand equity when it is viewed from consumer perspective is called as customer based and equity. This maker makes attempt to measure customer based and equity for two durables viz. laptop and mobile phones with the help of David Aaker’s four dimensions of and equity among selected college going students in Vadodara city. The sample included only those students who are already using Laptop as well as Mobile Phone. On the basis of study it is observed that most of the respondents own and use well known ands of laptop and mobile. Further, an attempt has been made to examine relationship of selected demographic variables and above referred four dimension. Based on the study, it is concluded that, demographic factors of the respondents do not influence their opinion on all the five dimensions of and equity viz. and awareness, and loyalty, perceived quality, and association and overall and equity.