Nowadays, companies make use of various strategies to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most critical and practical approach to influence consumer behaviour in the product selection is emphasizing the "brand name" of the products. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer's ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Since marketing and brand managers often have limited resources in terms of money, time, and human resources to implement branding strategies, these findings can help them prioritize and allocate resources across the dimensions.
BY Mr. Divyaprakash Pandey | Dr. Bharti Shukla | Ms. Anumita Agarwal "Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the Indian FMCG Sector"
Published in International Journal of Trend i
n Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020,
URL: https://www.ijtsrd.com/papers/ijtsrd31199.pdf
Paper Url :https://www.ijtsrd.com/management/marketing/31199/reviewing-the-impact-brand-centric-elements-on-customer-satisfaction-in-the-indian-fmcg-sector/mr-divyaprakash-pandey
ugcapprovedjournalswithlowpublicationfees, conferenceissuepublication
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