Influence of Customers Brand Judgement on the Brand Image in Television Industry

Abstract

Brand image is the most deciding factor of the sales of a product and it is so important because it is the collection of views and beliefs linked to a certain brand. The value and character of that particular brand are portrayed through its image and is eventually that mirror in which the key values of the organization is reflected. The objective of this paper is to analyze the influence of customer brand judgment on brand image in the Television industry. A descriptive research design is used for this study. The sample may be drawn from the top three television brands in India such as Sony, Samsung, and LG. The three brands of television users are considered as respondents to collect the data, the total samples are 517. Descriptive statistics, frequency, regression, and Pearson correlation analysis were used to analyze the data to identify the variance and relationship between independent and dependent variables. It is observed that quality, consideration, and feeling are positively influenced by the brand image. Credibility and superiority are negatively influencing the brand image.