Brand Devotion and Customer Purchase Actions: A Study on Fmcg Stock

ABSTRACT The existing research paper explored the impact of brand loyalty and recognition of merchandise, as well as brand consciousness, brand expertise, loyalty, satisfaction, risk aversion to end production and brand image. The scope of assessment was Hyderabad city. The tool used was a questionnaire. The study population was 235 respondents and the results were statistically evaluated. The end result showed that brand loyalty significantly impacted on customer purchase and choice of media for advertisement. In addition, brand knowledge is one of the key factors influencing brand devotion and product purchase. References Aaker, D. A. Managing brand equity: The free press. 1991 Anton A Setyawan, Kussudiyarsana, Imronudin. Brand Trust and Brand Loyalty, an Empirical Study in Indonesia Consumers. British Journal of Marketing Studies. 4 No. 3 (2015) 37-47 Bagus Tritama., Hansel & Tarigan., Riswan. The Effect of Social Media to the Brand Awareness of A Product of A Company. 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Devoted to you my love: Brand devotion amongst young consumers in emerging Indian market. Asia Pacific Journal of Marketing and Logistics , Vol. 28 Issue: 2 (2016) pp.180-197, https://doi.org/10.1108/APJML-06-2015-0095 . Paula Rodrigues, Raquel Reis, Isabel Cantista. Consumer Behavior: How the “Bra nd Love” Affects you. In: Kubacki K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham, (2015) pp 583-588 Download all article in PDF WSN 131 (2019) 88-109

Brand Devotion and Customer Purchase Actions: A Study on Fmcg Stock

Authors: Rambabu Lavuri, D. Sreeramulu, 131 (2019) 88-109

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