International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Role of Brand Determinants in Maintaining Long-term Customer Relationships with Branded Product

Author(s) Cimna Sunny. M, A. Gokulakrishnan, G. Saravanakumar, V.Vetrivel, K. Vinayagam
Country India
Abstract The abstract of the study provides a concise overview of the research conducted on brand determinants and their role in maintaining long-term customer relationships with the product brand. This study aimed to explore various aspects such as brand awareness, brand positioning, brand association, brand image, brand trust, brand loyalty, and brand reputation. Through a comprehensive literature review and analysis of data collected from a sample size of 217 respondents using a questionnaire survey method, valuable insights were gained into how these key factors contribute to building strong customer-brand relationships over time. The findings highlighted the significance of effective brand management in nurturing positive associations between customers and brands. It was observed that years of relationship with a particular branded product significantly influenced customers' perceptions and loyalty towards that specific brand. Moreover, this study identified areas where improvements can be made in terms of enhancing branding strategies to better meet customer expectations. The recommendations derived from this research can serve as insightful guidelines for marketers aiming to strengthen their brands and cultivate lasting connections with their target audience.
Keywords Brand Awareness, Brand Positioning, Brand Association, Brand Image, Brand Trust, Brand Loyalty and Brand Reputation
Field Business Administration
Published In Volume 6, Issue 1, January-February 2024
Published On 2024-02-04
Cite This The Role of Brand Determinants in Maintaining Long-term Customer Relationships with Branded Product - Cimna Sunny. M, A. Gokulakrishnan, G. Saravanakumar, V.Vetrivel, K. Vinayagam - IJFMR Volume 6, Issue 1, January-February 2024. DOI 10.36948/ijfmr.2024.v06i01.12833
DOI https://doi.org/10.36948/ijfmr.2024.v06i01.12833
Short DOI https://doi.org/gtgs5v
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