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A Study of Factors Impacting Customer Based Brand Equity in Mobile Handset Market in Indore, India

Author Affiliations

  • 1Prestige Institute of Management and Research, Indore, MP, India
  • 2Prestige Institute of Management and Research, Indore, MP, India

Res. J. Management Sci., Volume 5, Issue (11), Pages 1-6, November,6 (2016)


In a competitive and brand conscious market like India, building brand equity of mobile phones may be a difficult task. The businesses have to assess the previous experiences and future aspirations of customers to possess these brands. In this context, our study tries to analyze the link between brand equity dimensions, overall brand equity and consumer satisfaction. The study was intended to draw the elements of brand equity affecting decision of Mobile Handset brand and affirming it through factor analysis. The information was gathered from a sample size of 196 respondents through online information accumulation instruments. The findings highlighted that the custom segments of brand equity to be specific brand association, brand image, brand loyalty, brand awareness and in addition fresher parts of brand experience and store image are contributing altogether to Brand Equity.


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