IMPACT OF BRAND LOYALTY ON BRAND EQUITY AMONG WASHING MACHINES
DOI:
https://doi.org/10.63300/arjst0205202505Keywords:
Brand Loyalty, Brand Equity, Washing Machine Brands, Perception, Customer RetentionAbstract
In today’s competitive consumer market, brand loyalty has emerged as a key driver in enhancing brand equity. This study investigates the impact of brand loyalty on the brand equity of washing machine brands in the Coimbatore district. With increased consumer choices and rising expectations, retaining loyal customers has become essential for maintaining a strong brand image and value. The research was conducted using a structured questionnaire with a sample of 200 respondents. Statistical tools like chi-square analysis and ranking methods were employed to analyze the data. The results show that customers who exhibit strong brand loyalty are more likely to perceive the brand positively and contribute to its overall equity. The study concludes that maintaining loyalty through quality, trust, and customer satisfaction plays a vital role in strengthening brand equity in the washing machine segment.
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