A Study of Factors Impacting Customer based Brand Equity in Television Market

The concept of television brand equity has become a competitive tool for successful television brands in today's hyper competitive market characterized by increase in changing demands by customers, increased competition, rapid technological changes and shrinking disposable income. Most sellers should realize that it is cheaper to retain than to attain new customers through brand equity. The study was designed to draw the factors of brand equity impacting choice of television brand and confirming it through confirmatory factor analysis. The data was collected from a sample size of 196 respondents through online data collection tools. The finding highlighted that the tradition components of brand equity namely brand association, brand image, brand loyalty, brand awareness as well as newer components of brand experience and store image are contributing significantly to Brand Equity.