An analytical study on different branding elements of customer-based brand equity for two-wheelers
T Nagaprakash, Dr. V Latha
The purpose of this study is to identify relationship of different branding elements on Customer-Based Brand Equity (CBBE). The study proposes an analytical approach for measuring CBBE. The approach takes into account five different branding elements—brand uniqueness, brand imagery, brand performance, brand loyalty and brand resonance—and evaluates the spillover effect of the branding elements. Structural equation modeling technique is used to find the spillover effect of different branding elements on brand equity measured by brand resonance. The findings reveal that the impact of brand loyalty and brand performance is significant in influencing the brand equity of two-wheeler industry.