Title: Role of brand equity in building a strong brand: a study of cellular phone industry in India

Authors: Lalit Mohan Kathuria, Nitesh Luthra

Addresses: Department of Business Management, Punjab Agricultural University, Ludhiana 141004, India. ' PurpleLeap, #6, Koramangala 4th Block, Bangalore 560034, India

Abstract: This research study analyses the key components of brand equity for selected cellular phone companies in India. Various components of brand equity regarding three selected brands were analysed based on Aaker|s conceptual model of brand equity. Brand association, brand extension and brand personality were also analysed. The present study used a sample of students from a university in India. Factor analysis was applied and five factors namely satisfaction and leadership, usefulness, brand loyalty, customer value and brand image emerged from the analysis of various components of brand equity. The present study contributes to the understanding of customer-based brand equity approach.

Keywords: brand equity; cellular phones; telecommunications industry; cell phones; mobile phones; leadership; usefulness; brand loyalty; customer value; brand image; brand association; brand extension; brand personality; strong brands; branding; David Aaker; consumer satisfaction; factor analysis; Sony Ericsson; Motorola; Nokia; university students; India; Indian culture; business management.

DOI: 10.1504/IJICBM.2010.035669

International Journal of Indian Culture and Business Management, 2010 Vol.3 No.6, pp.623 - 644

Published online: 02 Oct 2010 *

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