Automobile Scene: Brand - Awareness, Image, and personality

Miladian, Hossein; Badu, K. Nagendra
July 2009
SCMS Journal of Indian Management;Jul2009, Vol. 6 Issue 3, p81
Academic Journal
In an ever more rising competitive environment, brand marketers are looking for ways to expand their portfolios and at the same time decrease the costs of the new products introduced as well as diminish the risk of new product failure. This paper investigates the impact of brand dimensions on the car users' satisfaction. Research hypotheses are defined according to identified structural model. The objective of this paper is to study and improve the brand perception of car users. The research results indicate that Brand awareness and brand sophistication play an important role in satisfying Indian consumers. Manufacturers should increase their controlling and commanding, and monitoring on these factors is vital. It is possible to use brands to ]differentiate commodity-like B2C services such as logistics.


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