Building Brand Relationships Through Value for Money- An Indian Perspective

Abstract

Consumers tend to develop a relationship with the brands by offering their trust and loyalty. Equity of a brand can also be defined in terms of this relationship. The feelings evoked by brands can be studied at the cognitive level as a function of brand attributes and value for money, at the affective level in terms of brand affect and brand trust and further at the cognitive level, as behavioural intention leading to action loyalty. In the Indian context, value for money is an important construct determining the relationship of the consumer with the brand. The study outlines an empirical model of brand relationships that provides diagnostic data to support the management of brand relationships in the fast-moving consumer products category-toiletries.