Preferences help
enabled [disable] Abstract
Number of results
2019 | 131 | 88-109
Article title

Brand Devotion and Customer Purchase Actions: A Study on Fmcg Stock

Title variants
Languages of publication
The existing research paper explored the impact of brand loyalty and recognition of merchandise, as well as brand consciousness, brand expertise, loyalty, satisfaction, risk aversion to end production and brand image. The scope of assessment was Hyderabad city. The tool used was a questionnaire. The study population was 235 respondents and the results were statistically evaluated. The end result showed that brand loyalty significantly impacted on customer purchase and choice of media for advertisement. In addition, brand knowledge is one of the key factors influencing brand devotion and product purchase.
Physical description
  • Department of Business Management, Osmania University, Hyderabad, Telanagna - 500007, India
  • Department of Business Management, Osmania University, Hyderabad, Telanagna - 500007, India
  • [1] Aaker, D. A. Managing brand equity: The free press. 1991
  • [2] Anton A Setyawan, Kussudiyarsana, Imronudin. Brand Trust and Brand Loyalty, an Empirical Study in Indonesia Consumers. British Journal of Marketing Studies. Vol. 4 No. 3 (2015) 37-47
  • [3] Bagus Tritama., Hansel & Tarigan., Riswan. The Effect of Social Media to the Brand Awareness of A Product of A Company. CommIT (Communication and Information Technology) Journal, vol. 10 no. 1 (2016) 9–14. DOI:10.21512/commit.v10i1.1667
  • [4] Balaji, M. Building strong service brands: the hierarchical relationship between brand equity dimensions. The IUP Journal of Brand Management, 8 (3) (2011) 7-24
  • [5] Bianchi, C., & Pike, S. D. An application of the CBBE model to assess brand loyalty for a long haul travel destination. In (September) Global Marketing Conference, 9-12 (2010).
  • [6] Buil, I., de Chernatony, L., & Martínez, E. Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66 (1) (2013) 115-122
  • [7] Dr. Muhammad Ehsan Malik., Muhammad Mudasar Ghafoor., Hafiz Kashif Iqbal., Usman Riaz., Noor ul Hassan., Muhammad Mustafa & Saleh Shahbaz. Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer. International Journal of Business and Social Science, Vol. 4 No. 5 (2013)
  • [8] Hsu, C. H., Oh, H., & Assaf, A. G. A customer-based brand equity model for upscale hotels. Journal of Travel Research, 51 (1) (2011) 81-93
  • [9] Huang, Z. J., & Cai, L. A. Modeling consumer-based brand equity for multinational hotel brands–When hosts become guests. Tourism Management, 46, (2015) 431-443.
  • [10] Jang hyeon Nam, Yuksel Ekinci Georgina Whyatt. Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, Volume 38, Issue 3 (2011) 1009-1030
  • [11] Kevin Lane Keller. Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, Volume 29, Issue 4, (2003) March 2003, Pages 595 600,
  • [12] Ong Choon Hee., Woon Say Yen. The Influence of Advertising Media towards Consumer Purchasing Behaviour in the Food and Beverage Industry in Malaysia. International Journal of Human Resource Studies, Vol. 8, No. 2 (2018)
  • [13] Ovidiu Ioan Moisescu. The Importance of Brand Awareness in Consumer's Buying Decision and Perceived Risk Assessment. Management & Marketing, 7(1) (2009) 103-110
  • [14] Poranki. Kameswara. (2015). The Impact of Brand Awareness on Customer Satisfaction: A Case Study of Godfrey Phillips India Limited, India. Research Journal of Social Science & Management 5 (2015) 38-44
  • [15] Valavi, P. Factors influencing mobile services adoption: a brand- equity perspective. International Journal of Research in Social Sciences, 4 (3) (2014) 1-18
  • [16] Zhang, Yi. The Impact of Brand Image on Consumer Behaviour: A Literature Review. Open Journal of Business and Management. 03 (2015) 58-62. 10.4236/ojbm.2015.31006.
  • [17] Raouf Ahmad Rather, Shehnaz Tehseen, Shakir Hussain Parrey. Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC, Vol. 22 Issue: 3 (2018) pp. 319-337,
  • [18] Elena Delgado‐Ballester, José Luis Munuera‐Alemán. Brand trust in the context of consumer loyalty. European Journal of Marketing, Vol. 35 Issue: 11/12 (2001) pp. 1238-1258,
  • [19] Lau, G.T. & Lee, S.H. Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market-Focused Management, (1999) 4: 341.
  • [20] Clint B. Tankersley. Attitude and brand loyalty: A longitudinal study of multi attribute attitude models and intervening variables. Journal of the Academy of Marketing Science, Volume 5, Issue 3 (1977) pp 249–262
  • [21] Werner Reinartz, Jacquelyn S. Thomas, Ganaël Bascoul. Investigating cross-buying and customer loyalty, Journal of Interactive Marketing, Volume 22 Issue 1 (2008) Pages 5-20.
  • [22] Rajesh Sharma. Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions. Metamorphosis: A journal of management research, Volume: 16 issue: 1 (2017) page(s): 45-59
  • [23] Abhigyan Sarkar, Juhi Gahlot Sarkar. Devoted to you my love: Brand devotion amongst young consumers in emerging Indian market. Asia Pacific Journal of Marketing and Logistics, Vol. 28 Issue: 2 (2016) pp.180-197,
  • [24] Paula Rodrigues, Raquel Reis, Isabel Cantista. Consumer Behavior: How the “Brand Love” Affects you. In: Kubacki K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham, (2015) pp 583-588
Document Type
Publication order reference
YADDA identifier
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.