Customer based brand equity of soft drinks - a study with reference to salem district

Abstract

Brand equity is an analytical concept depends upon brand loyalty, brand awareness and brand knowledge. It also has an empirical relationship with perceived quality and performance of brand. The present study considers brand loyalty as the unique component of brand equity controlling the effects of other common sub-components such as brand awareness, brand knowledge, perceived quality, brand association, purchase decision and post purchase behaviour. Sample size of the study is 640 respondents in the Salem District. Samples are drawn through purposive sampling technique. The data were collected through questionnaire from the consumers of soft drinks. The results showed that the band loyalty is not existed for soft drinks among the customers of Salem District.