Brand equity and customer satisfaction: a study of LG air conditioner in Mysore

Manjunath, S. J. and Aluregowda, (2014) Brand equity and customer satisfaction: a study of LG air conditioner in Mysore. International Journal of Management Research and Reviews , 4 (2). pp. 207-214. ISSN 2249-7196

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The consumer durables industry has growing faster driven by lower penetration in rural markets and new innovations and replacement demand in urban markets. The objective of this research article is to study the impact of brand equity on customer satisfaction. The data for this research article has been obtained through the structured questionnaire by using the simple random sampling method. The data has been collected from 85 respondents in the Mysore city. The SPSS software has been used to analyze the data statistical techniques such as anova has been used. The result obtained from the analysis shows that three of the dimension of brand equity were positively correlated and one of the parameter namely perceived quality is negatively related to customer satisfaction.

Item Type: Article
Subjects: Management Sciences > Management
Divisions: Institutes/Centers,Mysore > Bahadur Institute of Management Science
Depositing User: Praveen Kumari B.L
Date Deposited: 02 Feb 2015 10:16
Last Modified: 02 Feb 2015 10:16

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