Measuring Customer-Based brand equity: A verification approach in the silk cloth industry in India

This study seeks to examine the practicality and applications of a customer-based brand equity model in the Silk Cloth industry in India. Based on Aaker's familiar theoretical framework of brand equity, this study employed structural equation modeling to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in the Silk Cloth industry. The current study used sample of 412 actual consumers from India one among the largest city, Chennai. From the study outcomes conclude that perceived quality, Brand Awareness and brand loyalty are influential dimensions of brand equity. Slight support was found for the brand association dimensions. Future research needs to be done if the results are to be expanded into other regional Indian markets in light of the significant gaps between different regions. Further study also could support this analysis by adding performance measurement into the model. The paper demonstrations that Silk Cloth Industry brand administrators and promotion organizers should consider the relative importance of brand equity in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty. This study contributes to the limited literature testing the applicability of consumer-based brand equity in the Silk Cloth industry. Since India is the world's fastest-growing market for silks products, this study also provides important insights about the understanding of Indian consumers’ acuities of overall brand equity and its dimensions.