Relationship among Brand Equity Determinants: The Moderating Role of Product Involvement

Authors

  • S. Vijay Mallikraj
  • Subburaj Alagarsamy

Abstract

The development of brand power and the long-term progress have been recognized as a key feature of any business that wants to maintain a competitive market position. From the perspective of the CBBE constructs the question of high and low involvement is rarely discussed. The study includes 275 students from art and science colleges in Madurai district. Data were gathered for two products (smartphone and shampoo). product involvement significantly influences the effect of brand equity dimension on overall brand equity for high involvement product (Smart Phone).  product involvement significantly influences the effect of brand equity dimension on overall brand equity for low  involvement product (Shampoo).

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Published

2020-01-30

Issue

Section

Articles