International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Brand Value of Bridgestone Tyre Limited - A Study with Reference to Puducherry State


Affiliations
1 Research Scholar, Dept of Management Studies, Sathyabama University, Chennai, Tamil Nadu, India
2 Professor and HOD, Dept. of Business Administration, Annamalai University, Annamalai Nagar, Tamil Nadu, India
     

   Subscribe/Renew Journal


In modern era, one of the most important aspects of the Marketing Management function is to increase the value of the brand in the market. Therefore companies need to maintain their value among the market by using marketing tools. The study examines the awareness and power of the brand of Bridgestone. This study was conducted in and around Puducherry. Questionnaire responses were collected from 196 respondents who are customers of Bridgestone. A pilot study was conducted on a small sample and the validity of the questionnaire items was tested. Simple percentage and Karl Pearson's coefficient were used to determine the Awareness and preference of the brand. We found that there is a positive association between the age and brand value of the customers.

Keywords

Brand Value, Branding, Brand Management, Customer Awareness, Customer Preference, Tyre Industry
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.

  • Barth, M. E., Clement, M. B, Foster, G. & Kasynik, R. (1998). Brand values and capital market valuation. Review of Accounting Studies, 3(1-2), 41-68.

  • Evans, J. R. & Berman, B. (2007). Marketing Management. New Delhi: Cengage learning.

  • Ekeledo, I. & Sivakumar, K. (1998). Foreign market entry mode choice of service fi rms: A contingency perspective. Journal of the Academy of Marketing Science, 26(4), 260-272.

  • Jones, J. P. (1998). What’s in a Brand. Tata McGraw Hill Publishing.

  • Kotler, P. (1996). Principles of Marketing. New Jersy: Prentice Hall.

  • Kotler, P., Armstrong, G., Agnihotri, P. Y. & Haque, E. U. (2010). Principles of Marketing. Pearson Education, Inc. pp. 204-210.

  • Sengupta, S. (1995). Brand Positioning, Strategies for Competitive Advantage. Tata McGraw Hill Publishing.


Abstract Views: 359

PDF Views: 0




  • Brand Value of Bridgestone Tyre Limited - A Study with Reference to Puducherry State

Abstract Views: 359  |  PDF Views: 0

Authors

N. Prabakaran
Research Scholar, Dept of Management Studies, Sathyabama University, Chennai, Tamil Nadu, India
N. Panchanatham
Professor and HOD, Dept. of Business Administration, Annamalai University, Annamalai Nagar, Tamil Nadu, India

Abstract


In modern era, one of the most important aspects of the Marketing Management function is to increase the value of the brand in the market. Therefore companies need to maintain their value among the market by using marketing tools. The study examines the awareness and power of the brand of Bridgestone. This study was conducted in and around Puducherry. Questionnaire responses were collected from 196 respondents who are customers of Bridgestone. A pilot study was conducted on a small sample and the validity of the questionnaire items was tested. Simple percentage and Karl Pearson's coefficient were used to determine the Awareness and preference of the brand. We found that there is a positive association between the age and brand value of the customers.

Keywords


Brand Value, Branding, Brand Management, Customer Awareness, Customer Preference, Tyre Industry

References