Impact of Brand Equity on Television in Chennai City
A. Rajalakshmi

Dr. A. Rajalakshmi, Assistant Professor, Department of Commerce, Pachaiyappa’s College, Chennai (Tamil Nadu), India.
Manuscript received on 30 November 2019 | Revised Manuscript received on 22 December 2019 | Manuscript Published on 31 December 2019 | PP: 228-231 | Volume-8 Issue-4S3 December 2019 | Retrieval Number: D10871284S319/2019©BEIESP | DOI: 10.35940/ijrte.D1087.1284S319
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Abstract: Traditionally branding was seen as a mark of identification whereas now branding focuses on creating loyalty to the brand and helps in building long-lasting relationships with the customers. This empirical study highlights the impact of brand equity on television. Indian television market has numerous brands and the customers have the freedom to choose their brand according to their preferences and taste. Different brands provide different services, different outlooks and different prices. The customers have wide choice. The sample size of 120 who used television was analysed in order to determine the impact of brand equity. One sample t-test, bi-variate correlation and regression analysis was the tools used in the study. Findings in the study showed that relationship between brand equity and customer satisfaction was positive.
Keywords: Brand Equity, Customer Satisfaction.
Scope of the Article: e-governance, e-Commerce, e-business, e-Learning