Impact of Brand Association on Brand Equity with Specific Focus on Advergames in India

Abstract

The objective of this article is to study the relationship between brand equity and brand association in the context of advergames in India. Brand association is considered as an independent variable, and its impact on brand equity is investigated. This article includes an initial survey of youngsters of Gujarat state under an experimental research design. The data is analysed using factor analysis, MANOVA and multiple regression. Two factors extracted from the brand association, namely ‘specific attributes’ and ‘intangible attributes’, are found to be significantly impacting brand equity. Out of the two, ‘specific attributes’ explain higher variation compared to ‘intangible attributes’. The findings have practical implications for both academicians and practitioners. Although the findings are restricted to the FMCG sector, they can be somewhat generalized. They can act as a foundation for further research. They can also provide guidelines to the practitioners.