International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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BRAND RESONANCE ANALYSIS FOR APPLE I PHONE 5S OWNERS

    4 Author(s):  A.PRAVEEN KUMAR, DR. J. TAMIL SELVI, DR. PAZHANI, DR. R.ARULMOLI

Vol -  8, Issue- 7 ,         Page(s) : 109 - 118  (2017 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

The extent of relationship between consumers and brands has gathered considerable attention in the marketing and also consumer behaviour. Branding literature states that brand resonance is the utmost level where a consumer develops a strong behavioural, psychological, and social bonds with their brands they are using. The purpose of this study is to analyze the importance of brand resonance factors, brand loyalty, brand attachment, brand communication and brand engagement on Apple I Phone 5S owners in Puducherry city.

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