A Study on Brand Resonance of Luxury Brands in Tamilnadu

Abstract

The Recent trends in marketing are creating global brands that compete across countries and cultures. All concepts related to the brand building are increasingly gaining significance to design suitable marketing strategies. The success of brand management ascends from the understanding and management of brand equity appropriately to produce strong attributes that will influence consumer behaviour when making their decisions. This thesis focuses on investigating the Brand Resonance dimensions of the luxury brands based on customer survey. The objective of this research is to analyse the Brand Resonance of luxury brands in Tamil Nadu. Demographic factors that influence consumer buying decisions vis-à-vis luxury brands are also studied along with the critical dimensions of brand Resonance. Brand loyalty that influences purchasing decisions is also studied along with the relationship between the different dimensions according to the customer. newlineIt focuses on Brand Resonance dimensions like Brand Performance, Brand Salience, Brand Judgment, Brand Imagery and Brand Feelings of Customer Based Brand Equity model. The study is based on the assumption that all Brand Resonance dimensions of CBBE model influences consumer behaviour towards luxury brands in major cities of Tamilnadu. Primary data is gathered and analysed to gain an understanding of how the concepts as mentioned earlier relate to each other. Building on extensive literature, the conceptual framework of this study focuses on Brand Loyalty leading to Brand Resonance that further increases Brand Equity. The premise of this study is the linking of two models of Brand Equity, the CBBE model of Kevin Lane Keller (2003) and partial Attitudes, Habit, Loyalty and Brand Equity Model of Jensen and Hansen model (2006). newline newline