Brand resonance is an important concept for marketers to develop a long term relationship with consumers through their brand and brand loyalty, brand attachment, brand community and brand engagement are the four factors which strongly builds brand resonance. The object of the study is to find the most influencing factors of brand resonance for Yamaha and to find the significant association between brand resonance and income level of the consumers and to find the significant difference between brand resonance and age wise classification of the consumers. This study has a total population of 100 and the sample size is 80, and it used simple random sampling. Through questionnaire, primary data was collected and by referring books, journals and company records, secondary data was collected. This study used various statistical tools like chi square test and ANOVA to arrive a meaningful conclusion. This study is conclude that, there is no significant association between brand resonance and income level of the respondents and there is no significant difference between brand resonance and age wise classification of the respondents and the most influencing factor of brand resonance is brand community. Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019,
URL: https://www.ijtsrd.com/papers/ijtsrd29127.pdf
Paper URL: https://www.ijtsrd.com/management/marketing/29127/a-study-on-brand-resonance-of-yamaha-at-ams-motors-puducherry/ruth-h
ugc approved journals for management, mathematics journal, multidisciplinary journal
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