Brand Equity, Brand Loyalty and Consumer Satisfaction in the Automobile Industry with Special Reference to Tamil Nadu

Abstract

Brand loyalty and customer satisfaction have been tended to as promoting objectives for several companies. Marketing experts consider devotion to be a multidimensional phenomenon. This paper purposes to explore the mediation effects of consumer satisfaction on the association between brand loyalty and brand equity in the car industry. This study was extended to the entire Tamil Nadu. Using Kavin Lane Keller’s CBBE model, the 3 aspects of brand equity-brand identification, brand performance and brand sentiment are identified to have positive results on consumer satisfaction. The well-structured, close-ended, Likert scale (5-point) questionnaire was framed to collect the data. A total of samples 300 were collected from the passenger car customers by using the purposive sampling technique. The statistical tests used in this research were percentage analysis, correlation, multiple regression and ANOVA for suitability test. Descriptive statistics are also employed for means and frequencies calculations by using SPSS 20.

Keywords: Brand Equity, Brand Loyalty, Customer Satisfaction, Automobile Industry, Passenger Cars

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