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Authors
Affiliations
1 Research Scholar, Dept of Management Studies, Sathyabama University, Chennai, Tamil Nadu, IN
2 Professor and HOD, Dept. of Business Administration, Annamalai University, Annamalai Nagar, Tamil Nadu, IN
Source
International Journal of Marketing and Business Communication, Vol 2, No 3 (2013), Pagination: 57-60
Abstract
In modern era, one of the most important aspects of the Marketing Management function is to increase the value of the brand in the market. Therefore companies need to maintain their value among the market by using marketing tools. The study examines the awareness and power of the brand of Bridgestone. This study was conducted in and around Puducherry. Questionnaire responses were collected from 196 respondents who are customers of Bridgestone. A pilot study was conducted on a small sample and the validity of the questionnaire items was tested. Simple percentage and Karl Pearson's coefficient were used to determine the Awareness and preference of the brand. We found that there is a positive association between the age and brand value of the customers.
Keywords
Brand Value, Branding, Brand Management, Customer Awareness, Customer Preference, Tyre Industry
References
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