A Study on the Effect of Brand Commitment in the Formation of Brand Loyalty Leading to Brand Resonance for Mobile Phones in Coimbatore District

Brand resonance is identifying oneself with the brand in any segment of products or services. Brand loyalty is closely associated with resonance and is the major determinant. In this paper, emotional commitment and computational commitment have been found to be intrinsic towards the brand loyalty of consumers in the mobile phones market in Coimbatore district in India. It revealed how these commitments can contribute to the long-term maintenance and strengthening of a brand. Specifically conducting a typology of the state of computational commitment and emotional commitment to the brand, a comparison was made of the intensity and the aging of the brand loyalty leading to resonance. As a result, emotional commitment, inherent in consumer in the pattern of the state of computational commitment classified by, 1. Routine Purchasers 2. Dynamic Purchasers 3. Variety Seekers and 4. Inertial Purchasers. These findings are desirable for brand in terms of going to long-term maintenance of the consumers of brand resonance, loyalty and commitment. The study suggests that it is necessary to take into account the traits of an individual customer. Further to promote the long-term maintenance of brand resonance not only the emotional commitment, calculative risk-averse attitude such as computational commitment has been found necessary.