Asian Journal of Research in Marketing
Year : 2013, Volume : 2, Issue : 5
First page : ( 91) Last page : ( 101)
Online ISSN : 2277-6621.

Brand Resonance: Comparison of FMCG Brands with Durable Brands

Abdolvand Mohammad Ali, Taghipourian Mohammad Javad

Department of Business Management, Science & Research Branch, Islamic Azad University (I.A.U), Tehran, Iran

Online published on 24 October, 2013.

Abstract

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.

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Keywords

Brand Resonance, Behavioral Loyalty, Attachment, Sense of Community, Engagement.

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