Customer Based Brand Equity: A Study on LCD’s TV Market

Abstract

Purpose – The paper aims to compare the brand equity among the selected brands of LCD's and to explore the four brand equity components; Brand Awareness, Brand Loyalty, Perceived Quality and Brand Association in LCD's market so that appropriate strategies should be suggested to strengthen the customer-based consumer electronics brand equity.Design/methodology/approach – The paper is based on the recommendations of previous studies, the scale constructed to measure consumer-based brand equity. The present study used a sample of 160 actual customers from Indore city & its satellite towns who are the users of the selected brands. The responses will be collected through structured questionnaire. The brands selected for study is LG, SAMSUNG,VIDEOCON & SONY.Findings – The findings in this paper support the three-dimensional model of customer-based brand equity in consumer electronics. Brand Association dimension was not found significant in the tested model for consumer electronics industry.Research limitations – Further research shall be done to examine brand equity across different Industry. This will give the opportunity to make comparisons among the companies & products. As this research had done in urban area so, furthermore, brand equity comparison is also suggestive in rural areas.Practical implications – The paper shows that to increase the brand equity the industry should focus more on; perceived quality, brand loyalty, brand awareness in the minds of the consumer design their strategies to enhance the customer satisfaction by considering relations between customer based brand equity components.Originality/value – The principal contribution of the paper is that it provides important insights into the development and measurement of customer based consumer electronics brand equity scale.