Brand Resonance: Comparison of FMCG Brands with Durable Brands

Despite the growing literature on brand equity, there is little attention given to research on brand resonance; which is one of the most important building block of brand equity. The power of a brand depends on what resides in customers’ minds (brand resonance) and includes behavioral loyalty, attachment, sense of community, and engagement. The aim of the present study is to measure Durable brands resonance and FMCG brands resonance and compare them with each other. Factor analysis and the findings show that among FMCG category, mineral water is the foremost resonance (60%); and TV is the foremost resonance in Durable category (75.3%). Further, Durable brands resonance and its four dimensions are in higher level in comparison with FMCG brands resonance.