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Determinants of Brand Equity in two Wheeler Industry: A Study with Special Reference to Hero Motocorp in Mysuru Market

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Last date : 27-Oct-2019

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Determinants of Brand Equity in two Wheeler Industry: A Study with Special Reference to Hero Motocorp in Mysuru Market


Dr. Aparna. J. Varma | Dr. Ashwini. J | Ms. Vinutha. R


https://doi.org/10.31142/ijtsrd17119


Dr. Aparna. J. Varma | Dr. Ashwini. J | Ms. Vinutha. R "Determinants of Brand Equity in two Wheeler Industry: A Study with Special Reference to Hero Motocorp in Mysuru Market" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-6, October 2018, pp.1346-1351, URL: https://www.ijtsrd.com/papers/ijtsrd17119.pdf

A brands power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands. Brand equity refers to the value of a brand. This paper tries to find the impact of select dimensions of brand equity like brand awareness, brand association, brand loyalty and perceived quality on customer’s preference while purchasing a bike in Mysuru market.

Brand equity, Brand loyalty, Brand awareness, Brand association and perceived quality.


IJTSRD17119
Volume-2 | Issue-6, October 2018
1346-1351
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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