A Study on Brand Awareness and Brand Association Factors, and Customers Attitude with Reference to Fab India in Ahmedabad City

Harikrishan Chaurasiya, Belur O. Baxi

2023

Abstract

Brand awareness plays an important role in the fashion and apparel industry. Strong brand awareness leads to brand associations, and this affects buying behavior. Brands can come to know about the customer association with buying behavior. This descriptive research work is done with the objectives to identify the brand awareness and association factors, and to explore the buyers’ attitude towards FAB India. It is a brand which offers vast and diversified craft to customers and is well known for its enduring and comfortable clothing. Researchers collected primary data from the sample size of Ahmedabad city. Various brand communications aspects like the brand logo, tag line, advertisements, brand endorsers, variety and range of the products offered are being considered to know Brand awareness of Fab India. Brand association is the key for brand image. Fab India has made multi brand associations. An attempt has been done to examine brand association factors for Fab India. Structured questionnaire was prepared and used to measure buyers’ attitude towards Fab India. Total Data was analysis by using PCA (Principal Component Analysis) for factor analysis and weighted Average Mean for customers’ attitude. Researchers found seven factors of brand awareness named: Variety of Collection, Tag Line, Product Range, Celebrity, Other Product Offered, Brand Endorsers, and Gender serving, and four factors of brand association named: Brand Characters, Personality, Product Image, Product Availability. Managerial implication of this research work may bring positive changes in Brand awareness and association of Fab India and helpful to make further strategies to associate with customers.

Paper Citation

in Harvard Style

Chaurasiya H. and Baxi B. (2023). A Study on Brand Awareness and Brand Association Factors, and Customers Attitude with Reference to Fab India in Ahmedabad City. In Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR; ISBN 978-989-758-687-3, SciTePress, pages 563-575. DOI: 10.5220/0012494700003792

in Bibtex Style

@conference{pamir23,
author={Harikrishan Chaurasiya and Belur O. Baxi},
title={A Study on Brand Awareness and Brand Association Factors, and Customers Attitude with Reference to Fab India in Ahmedabad City},
booktitle={Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR},
year={2023},
pages={563-575},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012494700003792},
isbn={978-989-758-687-3},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR
TI - A Study on Brand Awareness and Brand Association Factors, and Customers Attitude with Reference to Fab India in Ahmedabad City
SN - 978-989-758-687-3
AU - Chaurasiya H.
AU - Baxi B.
PY - 2023
SP - 563
EP - 575
DO - 10.5220/0012494700003792
PB - SciTePress