A Study on Measurement of the Brand Equity of Smart Phones on Consumers in Selected Villages of Vadodara District

Abstract

Branding is playing a important role in today's competitive world. A
brand's power derived from the goodwill and name recognition that
it has earned over time. Brand Equity is the additional value a
product receives from having a well knownbrand ,or high level of
brand awareness. According to Armstrong and Kotler, brand equity
is the positive differential effect that knowing the brand name has on
customer response to the product or service. Nowadays in rural
regions also smart phones are increasingly being used. So this
research paper is going to draw the attention on the concept and
measurement of brand equity of consumers in selected villages of
Vadodara district. For this purpose four elements as brand equity's
components were identified. The four dimensions such as brand
awareness, brand loyalty, perceived quality and brand associations
were taken into consideration in order to study the effect of these
variables on measurement of the brand equity of smart phones on
consumers in selected villages of Vadodara district. Primary data of
100 respondents is being collected for this research paper. On the
basis of the data, findings will be drawn applying statistical
measures and the four factors affecting the measurement of the
brand equity of smart phones will be studied.