Volume : IX, Issue : VIII, August - 2020

BRAND SIMILARITY - ITS ROLE ON BRAND LOYALTY: AN EMPIRICAL STUDY

Dr. R. Sritharan

Abstract :

The concept of and loyalty is a strategic potent weapon for companies in order to obtain sustainable competitive advantages. Brand loyalty has been identified as a major determinant of and equity. In simple words, improving consumers’ and loyalty allows firms to secure a comfortable long–term position in the market place. Similarity is the search for connections between similar objects or identifying something common between two comparable objects. The main objective of this research work is to identify the influence of and similarity on and loyalty. By using convenience sampling method 200 respondents from cuddalore district, tamilnadu were used to collect the data.

Keywords :

Brand loyalty   Brand similarity  

Article: Download PDF    DOI : https://www.doi.org/10.36106/paripex/1507031  

Cite This Article:

BRAND SIMILARITY - ITS ROLE ON BRAND LOYALTY: AN EMPIRICAL STUDY, Dr. R. Sritharan PARIPEX-INDIAN JOURNAL OF RESEARCH : Volume-9 | Issue-8 | August-2020


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