Determinants of Customer Based Brand Equity in Indian Telecommunication Sector
Keywords:
Customer based brand equity, brand awareness, brand loyalty, brand image, perceived quality, consumers, Telecommunication sector, IndiaAbstract
The concept of Customer-based brand equity (CBBE) has intrigued many researchers and practitioners in recent years. Customer based brand equity is considered a valuable asset since it plays significant role in the firm operation framework in building a stronger brand., predicting customers’ purchase decisions irrespective of any businesses. Institutional changes, creation of extensive product/service portfolios, major changes in the ownership status, heavy use of modern technology, and globalization of the telecommunication sector have contributed rapid growth in the Indian telecommunication sector. India, today , is one of the fastest growing telecom markets and is currently considered as the second-largest telecommunication market of the world . The present study employed four dimensions of customer-based brand equity, namely, brand loyalty, perceived quality, brand awareness and brand association in determining the customer-based brand equity in Indian Telecommunication sector . The present study used a sample of 312 customers from north India. The findings in this paper supports the four dimensional model of customer-based brand equity in Telecommunication sector. Findings would help the managers to formulate strategies to improve their branding decisions in order to get more competitive advantages and business stability through more loyal customers.
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