Brand Experience in the Car Industry
Keywords:
Brand Experience, Brand Partner Quality, Brand, Car, Experience, Loyalty, Relationship Quality, Self-Connection, Intimacy, Passion and TrustAbstract
Branding is a critical element of marketing and is the essence of attracting prospective customers. The brand needs to have a package of various elements that create a bond between the product and the customer. Over a period of time, this bond has to grow and become strong such that customers remain loyal. Passenger vehicles on the roads have increased tremendously with bumper to bumper traffic becoming the norm. There are a plethora of car variants always claiming to have more value-addition. Cars are of all shapes, hues, designs, seating and storage capacity. Manufacturers who have collaboration between Indian and foreign companies seem to be doing better. Research was undertaken in the passenger car industry at the city of Chennai, a smart city designated by the Government of India. The objective was to investigate the impact of certain variables on the experience with the car brand and the manufacturer. Variables impacting car brand experience that were chosen for the research comprised Brand Partner Quality, Self-Connection, Intimacy, Passion and Trust. The relationship between car brand experience and brand loyalty was also assessed. Tools like multiple regression analysis and correlation were used. Results reveal the extent of impact of these variables.
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