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• W3207061625 abstract "When it comes to a business establishing firm place in the market, branding is considered to be an important asset. After meticulously implementing all the marketing strategies, the idea is to build a strong brand image in the minds of the consumers. When a consumer purchases a product, he/she makes a mental comparison of the actual product and the perceived brand quality. If it matches to the consumer’s expectations, a positive image will develop which would ultimately lead the customer to purchase the same product next time. Hence, brand loyalty, brand preference, its resonance and performance, relationship with the customer, emotional connect, all comes under Customer Based Brand Equity (Buzdar et al., 2016) Theoretically, Customer Based Brand Equity (CBBE) is the consumers’ perception and their strong, favourable reaction towards a brand (Kim et al., 2009). “Buying decisions are highly influenced by the factor of age, with young adults having high tendency to buy brands than children (Kerin et al., 2001). Research has found that a subgroup of young consumers, preferably college students aged 19 to 25 have a purchasing power that exceeds US$200 billion (Kim et al., 2009). Young consumers are fashion conscious and are mostly attracted to the authenticity of products they buy. They are keen observers of changing fashion trends and see-through marketing hype quickly. They usually have a tendency to associate their personality with brand personality as a means to express themselves (Anggraeni and Rachmanita, 2015). So, purchasing their favourite brand gives them a sense of accomplishment.”" @default.
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• W3207061625 date "2021-10-01" @default.
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• W3207061625 title "Comparing Brand Equity of Young Indian Consumers towards a Foreign and Local Fashion Apparel Brand" @default.
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