Brand Management

The Effect of Consumer-Centric Brand Equity Parameters on the Brand Loyalty of FMCG Consumers: A Study in Gorakhpur District, Uttar Pradesh

Article Details

Pub. Date	:	Mar, 2022
Product Name	:	The IUP Journal of Brand Management
Product Type	:	Article
Product Code	:	IJBRM010322
Author Name	:	Divyaprakash Pandey, Bharti Shukla* and Anumita Agarwal***
Availability	:	YES
Subject/Domain	:	Marketing
Download Format	:	PDF Format
No. of Pages	:	20

Price

Download

Abstract

The study is based on the widely acclaimed concept of brand equity proposed by Aaker (Shocker and Aaker, 1993). Consumer-centric brand equity in the Fast Moving Consumer Goods (FMCG) industry comprises four elements: awareness concerning the brand, associations with the brand, loyalty rendered and quality perceived. While many exploratory efforts in this regard have recognized the relevance of various brand equity facets, very few have examined the construct in the FMCG context. For achieving this objective, a purposed framework was prepared, comprising brand-centric parameters, to study the repercussion of Brand Trust and Satisfaction on the loyalty intent of customers. A stratified sampling technique was employed to obtain data from 200 consumers from Gorakhpur district through a structured questionnaire. The data was statistically examined using IBM SPSS 21 software. Cronbach's alpha, mean and SD were estimated. Regression analysis was employed to analyze and validate the conceptual framework propounded. The outcome of this research effort could be used by brand managers to develop and improvise policies concerning consumer-centric brand equity issues with regard to Indian FMCG brands

Introduction

The critical facets that attract most researchers in the 'Marketing' domain are branding and brand equity. Owing to the considerable intangible worth of brands, contriving and managing brand equity has been of prime concern for most of the business firms (Lehmann et al., 2008).

Fast Moving Consumer Goods (FMCGs) possess a relatively lower cost and speedy turnover, and get supplanted in a year. FMCG purchases form a crucial part of the customer's pocket. The FMCG industry has low profit margin with high sales volume (Yuvarani, 2012). It is the fourth-largest contributor to the Indian economy. The three prominent categories of product-segments shaping this sector comprise 'healthcare', 'food and beverages' and 'household and personal care' line of offerings. The healthcare line of