A Study Measuring the Customer Based Brand Equity Using Aaker’s Model for the Indigenous Brand “Patanjali’s – Dantkanti”
Abstract
Brand Equity is one of the most popular concepts in marketingtoday. Building the same requiresgreat efforts and careful planning. This paper tries to study the applicability and practicality ofCBBE(Customer Based Brand Equity) Model developed by DavidAaker for the Indian Brand “Dantkanti” . ASurvey was conducted to study the perceptions of the consumers for the Indigenous brand “Dantkanti”which is a toothpaste offered by the Parent Brand “Patanjali”. Statistical Analysis was performed totest the reliability of the scale, and the results showed Cronbach’s coefficient value to be quitesatisfactory. The study used 200 sample from Surat Citybased on 30 constructs, which were compiledfrom literatures four dimensions proposed by Aaker (1991) in the brand equity literature, a fourfactor solution that reduced the 30 constructs to four factors was chosen in this study. This studyprovides important insights about the understanding of Indian consumers’ perceptions of overallbrand equity and its dimensions. Overall, the findings indicate that Aakers model may not beapplicable in the Indian Market and further research is essentialto understand thedimensions ofbrand Equity in India.
Copyright (c) 2017 Tanu Narang
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