Title: Analysing the brand resonance amongst telecom subscribers in Nagpur City

Authors: Amir Hafizullah Khan; Shravan Jasraj Chandak; Bhumika Kewalramani

Addresses: Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Katol Road, Nagpur, Maharashtra 440013, India ' Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Katol Road, Nagpur, Maharashtra 440013, India ' Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Katol Road, Nagpur, Maharashtra 440013, India

Abstract: The literature on brand resonance has garnered considerable attention by showing the relationship between consumers and brands. The objective of the study is to identify and measure dimensions of brand resonance and also to investigate the association of these dimensions in developing the psychological bond with customers. The methodology of the present study has identified 34 empirically developed brand resonance variables and after applying factor analysis, these components were reduced to five new brand resonance factors such as satisfaction, popularity, trust, devotion and connect. Further, regression test was applied to find out the linear relationships among various variables of brand resonance. The analysis and findings proposed a new brand resonance model which would be beneficial for the telecom sector to evaluate their relationship with customers.

Keywords: brand resonance; telecom subscribers; loyalty.

DOI: 10.1504/IJPSPM.2022.119829

International Journal of Public Sector Performance Management, 2022 Vol.9 No.1/2, pp.90 - 105

Received: 02 Mar 2019
Accepted: 13 Jan 2020
Published online: 22 Dec 2021 *

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