A Study on Brand Awareness and Brand Association Factors, and

Customers Attitude with Reference to Fab India in Ahmedabad City

Harikrishan Chaurasiya

and Belur O. Baxi

GLS University-Ahmedabad, India

Keywords: Brand Awareness, Brand Association, Buyers’ Attitude, Fab India.

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.

1 INTRODUCTION

The current market scenario is highly competitive,

and companies are not only competing to maintain

market share but also to make customers aware of

their products and services. During the last decade

many new players have emerged in most sectors and

in this competitive environment it’s important for the

companies to keep their customers aware and

updated. One of the important marketing strategies to

deal with in a competitive environment is branding.

The strength of a company lies in its branding. Aaker

(1992) mentioned five components of brand equity,

namely brand awareness, brand association,

perceived quality, brand loyalty, and other brand

assets. Brand Awareness is the capability of a buyer

to recognize or recall a brand, and brand association

is an image that a customer carries in mind about the

brand (Widjaja, Y. G., 2019). Brand awareness and

association have positive effects in buying behavior.

https://orcid.org/0009-0000-5051-3777

Shehzad, U., Ahmad, S., Iqbal, K., Nawaz, M., &

Usman, S. (2014).

This research was conducted on FAB India. FAB

India which is popular names in urban cities and as a

company its offer handlooms, garments, handicraft

items, organic food through their retail chain to

customers. Since it beginning the company was able

to create a different identity among the customers by

its unique selling proposition of quality fabric,

traditional style, and consistent quality. This is a

brand which offers vast and diversified craft to

customers and is well known for its enduring and

comfortable clothing. This research consists of brand

awareness, association, and buyers’ attitude towards

brand. In details this research paper is an attempt to

know the brand awareness and association factors,

and to identify the buyers’ attitude towards FAB India

in Ahmedabad city.

Chaurasiya, H. and Baxi, B.

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

DOI: 10.5220/0012494700003792

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies (PAMIR 2023), pages 563-575

ISBN: 978-989-758-687-3

563

2 RESEARCH FRAMEWORK

This research work is descriptive in nature and data

was collected through structured questionnaire. A

total of 153 responses were collected from

Ahmedabad city with the help of a structured

questionnaire. Researcher also made and attempt to

figure out the various factors of Brand awareness and

Brand Association of Fab India by applying Principal

Component Analysis. As customer attitude affect

their choice of brands, researchers also try to find out

the respondents’ attitude towards Fab India by

recording the various statement, later weighted

average mean is being used to give weighted to these

statements.

Also, here researchers proposed a theoretical

model of brand awareness and Brand association

toward Fab India.

Figure 1.

3 LITERATURE REVIEW

3.1 Brand Awareness

In simple words Brand awareness is nothing, just

awareness of brand among the customers. “It’s an

important aspect of brand equity” (Aaker,1996), and

“some time under evaluated component of brand

equity” (Aaker,1996). (Asif, M., et al.,2015,)(Shinde,

S., & Pawar,2019) mentioned that “Brand awareness

is positively related with brand equity”. Brand

awareness was the most influential element towards

purchase decision mentioned by (Perera, W. L. M. V.,

& Dissanayake, D. M. R. 2013) in their research

work. This was supported by (Supiyandi, A.,

Hastjarjo, S., &Slamet, Y.,2022) that brand

awareness not only affects the buying decision, but

also affects brand loyalty and image (Shabbir et al

2017). Perception and attitude can be affected by

brand awareness, also its drive brand choice and

customer loyalty (Aaker,1996). (Sasmita, J., & Suki,

N. M. ,2015) mentioned that brand depends on their

awareness of the product or for the brand knowledge

specially in the case of young customers. With the

emergence of technology, it became easy and

challenging for companies to make customers aware

about their brand. There are various levels of brand

awareness like brand recall, recognition, top of the

mind, knowledge, opinion, and brand dominance,

(Aaker,1996).

Companies use logos, band ambassadors, product

line to create brand awareness. The logo or corporate

symbol is an important visual element of a brand

(Wallace, 2001), apart from corporate symbol brand

logos are instrumental in building brand image (Kaur,

H., & Kaur, K. 2019). Whereas (Haque, M. S. S.,

Bappy, T. A., & Arifuzzaman, M. 2018) mentioned

brand logo as Brand Recognition Elements along with

brand name, brand characters, and brand slogan.

Brand logo has direct relationship between the brand

signature and consumers awareness (Foroudi, P.

2019). (Dong, R., & Gleim, M. R. 2018) further

mention that brand logo is a vital factor which is

affecting consumer purchase intention.

Companies also use brand ambassador to create

brand awareness because brand ambassador proved

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positivity to influenced brand image (Wang, F., &

Hariandja, E. S. 2016,). Brand Ambassador is an

important tool to determine brand awareness

(Kuncoro, W., & Windyasari, H. A. 2021). According

to (Wang, F., & Hariandja, E. S. 2016) a successful

celebrity brand ambassador can catapult a company

into a new era of prosperity by increasing awareness,

creating elements of trust, and encouraging imitation.

A brand ambassador has a significant and positive

effect on brand awareness (Karim, A. 2019). Whereas

(Osak, D. J., & Pasharibu, Y. 2020) found in their

research that brand ambassador and tagline have a

significant and positive effect on purchasing

decisions. The customer always has a certain

perception about brand ambassador, the higher the

positive perception of consumers toward brand

ambassadors, the higher the brand awareness (Dewi,

L. G. P. S., Oei, S. J., & Siagian, H. 2020). Also brand

ambassador have positive impact on customer buying

decision (Kok, W., Ariesa, Y., Kelvin, K., Pratama,

V., Kosasih, S., & Alianza, V. F. 2021). Based on past

literature reviews researchers develop that brand

logo, ambassador, tag line, product range and variety

are crucial for awareness, which leads to brand

loyalty.

3.2 Brand Association

Brand association is a mental connection of

customers towards brand. Brand associations help the

consumer process, organize, and retrieve information

in memory to aid product choice (Aaker,1991). In his

1993 work, Keller postulated that brand knowledge

(brand equity) could be dissected into two

fundamental dimensions: brand awareness and brand

associations. He argued that brand associations were

the pivotal component of brand equity. Keller further

categorized brand associations into three key

categories: attributes, benefits, and attitudes. A more

recent study by Jin, C., Yoon, and Lee (2019) found

that all elements of brand association, including brand

attributes, benefits, and attitudes, exert a positive

influence on brand self-identification. Companies try

to associate their brand with customers. But for the

customers to form associations about a brand, first, a

brand node (e.g., brand name, logo, or sign) must

exist in the consumer’s memory and should be

retrieved when a cue is given (Washburn, J. H., &

Plank, R. E. 2002). According to Kaur, H., & Kaur,

K. (2019), customers associate logos with

sophistication trait (upper class, good looking,

charming, glamorous, and feminine).

Customers often form associations between their

lifestyle and the brands they choose, with personality

traits playing a significant role in shaping these

connections. A study conducted by Krishnan in 2011

confirmed a noteworthy link between consumers'

lifestyles and the brands they use. The study's

conclusion highlighted that consumers frequently opt

for specific products, services, and activities due to

the associations these choices have with a particular

lifestyle.

On a related note, Jin, C., Yoon, M., & Lee (2019)

discovered that well-established positive brand

associations positively affect a customer's self-

identification with the brand, and such an attitude

towards a brand is closely connected to loyalty.

Meanwhile, Vriens, M., Chen, & Schomaker, J.

(2019) emphasized the importance of brand

association density as a preferred metric. Their

rationale included its superior overall performance,

its ability to differentiate between brands when

limited to predefined attribute brand responses, and

its diagnostic value. From the literature, it becomes

evident that brand associations are instrumental in

forging a connection between customers and a brand,

which, in turn, fosters customer loyalty.

3.3 Brand Awareness, Association and

Consumer attitude

Past research works has proven that brand awareness

and association play critical role in buying behavior.

According to (Tsabitah, N., & Anggraeni, R. 2021)

brand awareness is important for purchase intention.

Their results confirm the brand awareness theory that

brand awareness is a determinant in consumer brand

selection, consumer purchase intentions towards a

brand. Brand awareness is very important category of

consumer behavior and have impact on purchase

decision making (Chovanová, H. H., Korshunov, A.

I., & Babčanová, D. 2015).

Research conducted by (Bettman, 1979) explains

that brand associations increase the chance that the

brand can fulfill the consumer's needs at that time.

(O'Cass, A., & Lim, K. 2002) indicate brand

preference and purchase intention are influenced by

the brand associations. Also Brand associations guide

customers to decision-making (Low & Lamb, 2000).

Brand image is another aspect of branding which

affects the buying behavior of customers. There is a

strong and positive correlation between consumer

purchasing behavior and either the brand's image or

its name (Shehzad, U., Ahmad, S., Iqbal, K., Nawaz,

M., & Usman, S. 2014). Brand image is directly

associated with buying behavior. According to

(Gupta, A., Garg, A., Farhan, F., Chandna, M., Jain,

R., & Kumar, S. 2021) Consumer buying behavior is

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

565

notably influenced by brand image, and when the

brand image is favorable, it elicits a positive response

from customers. Brand image encompasses aspects

such as attractiveness, ease of use, functionality,

reputation, and overall product value. In the end,

brand image stands as the pivotal determinant of

product sales, and brand associations can strongly

influence a consumer's inclination to contemplate and

make a purchase.

From the literature review, researchers developed

the following theoretical framework for the Brand

awareness factors.

Researchers also develop theoretical framework

for the factors of Brand Association.

Figure 2: Framework for the Brand awareness factors.

Figure 3.

4 DATA ANALYSIS AND RESULT

Respondent profiles are Age, Gender, Occupation,

Education, and annual Income.

Factor Analysis. The factors that include the brand

mindfulness of Fab India were figure analyzed

utilizing Vital Component Examination after finding

out the suitability of figure investigation alongside

KMO (>0.6). Components with Eigen Esteem > 1

were then turned utilizing the Varimax turn with

Kaiser Normalization.

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Table 1: Respondents Profile.

Age of respondents

Profiles Frequency Percent (%)

26-33 yrs 51 33

34-40 yrs 57 37

41-47 yrs 27 18

47-54 yrs

> 54 yrs 3 2

Total 153 100.0

Gender

Profiles Frequency Percent (%)

Male 42 27

Female 111 73

Total 153 100.0

Occupation

Profiles Frequency Percent (%)

Job 90 59

Business 12 8

Profession 24 16

Housewife 18 12

Students

Total 153 100.0

Education

Profiles Frequency Percent (%)

Graduation 24 16

Post-graduation

Higher than post-

graduation

57 37

Total 153 100.0

Income

(Annual)

Profiles Frequency Percent (%)

600000-750000 INR 45 29

750001-900000 INR 45 29

900001-1150000

INR

27 18

> 1150000 INR

Total 153 100.0

To summarize the data, a littler number of

components got to be extricated. In this investigate

values based on Eigen Esteem (that's >1) is utilized to

decide the number of variables. To guarantee that the

factors of each calculate were inside related,

Cronbach’s coefficient alpha were measured and

found to have worthy inside consistency reliability,

that's > 0.7.

Brand Awareness Factors. The brand awareness

components had 27 factors which were figure

analyzed and seven components developed

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Table 2: Factor Analysis of Brand Awareness for Fab India.

Factors Significant variable

Factor

Itam

Mean

Factor

Mean

Eigen

Value

% of

Variance

Cronbach

Alfa

Product Range

Rim jhim .795 3.39

3.039 7.188 23.02 0.921

Cashmere

collection

.705 3.49

Indigo .808 2.71

Rajwada .663 3.67

Indigo & red .706 3.06

Ekkes collection .675 3.51

Cashmere

collection

.853 3.22

Ikat .705 2.39

Ajarak .555 2.57

Banarashi .772 2.75

Kalamkari .789 2.69

Tag Line

Authentic india .891 2.63

2.58 3.722 12.178 0.870

Fine indian

collection

.823 2.61

Fabulous india .860 2.65

Dil se india .691 2.47

Awareness about the

Variety of Collection

Kids wear .813 1.69

1.79 3.291 12.034 0.884

Cosmetic & beauty

products

.860 1.84

Home furnishing .860 1.84

Celebrity

Aishwarya rai .857 2.76

2.667 2.084 7.967 0.833

Amitabh Bachchan .830 2.57

Other Product

Offered

Gifts .740 1.98

1.841 1.495 6.626 0.725

Food products .640 1.65

Brand Endorsers

Kiara Advani .728 2.33

2.222 1.209 6.624 0.623 Chitrangada Singh .556 2.59

Celebrate India .743 1.75

Gender serving

Men cloths .694 1.41

1.627 1.039 5.728 0.601

Women cloths .608 1.84

Total variance 74.18%

Kaiser- Meyer- Olkin Measure of Sampling

Adequacy

0.874

surpassing 74.18% of the change. The rundown of

figure investigation of all the examination of all the

components and sub-elements for brand mindfulness

is appeared in Table 2.

Researchers derived 7 dimensions which named

as:

● Product Range

● Tag Line,

● Variety of Collection

● Celebrity

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● Other Product Offered

● Brand Endorsers

● Gender serving

The 1

factor identified as Product Range which has

Eigen value 7.18 and mean factor value 3.039. This

factory consists of 11 sub-factors: Rim Jhim,

Cashmere Collection, Indigo, Rajwada, Indigo &

Red, Ekkes Collection, Cashmere Collection, Ikat,

Ajarak, Banarashi, and Kalamkari. This factor

accounts for 23.02% of variance. The 2

factor

identified as Tag Line which have Eigen value 3.722

and mean factor value 2.580. This factor includes 4

sub-factors: Authentic India, Fine Indian Collection,

Fabulous India, and Dil Se India. This factor accounts

for 12.178% of variance. The 3

factor identified as

Variety of collection which have Eigen value 3.291

and mean factor value 1,790. This factor has 3 sub-

factors; Kids Wear, Cosmetic & Beauty Products, and

Home Furnishing. This factor accounts for 12.034%

of variance. The 4

factor identified as Know face

association which has Eigen value 2.084 and mean

factor value 2.667. This includes 2 sub-factors:

Aishwarya Rai and Amitabh Bachchan. This factor

accounts for 7.967% of variance. The 5

factor

identified as other product offered which have Eigen

value 1.495 and mean factor value 1.841. This has 2

sub-factors: Gifts and Food Products. This factor

accounts for 6.626% of variance. The 6

factor

identified as Brand Endorsers which have Eigen

value 1.209 and mean factor value 2.222. This

involves 3 sub-factors; Kiara Advani, Chitrangda

Singh, and Celebrate India. This factor accounts for

6.624% of variance. The 7

factor identified as

Gender Serving which has an Eigen value 1.039 and

mean factor value 1.627. This factor consists of 2 sub-

factors: Men Cloths, and Women Cloths. This factor

accounts for 5.728% of variance. Here analyst found

that hypothetical system fit within the consider as all

the variables have Cronbach 16 Alpha esteem more

prominent or break even with to 0.60.

Brand Factors

Cronbach Alpha

Accepted/Rejected

Product Range

0.921

Accepted

Tag Line

0.870

Accepted

Variety of Collection

0.884

Accepted

Celebrity

0.833

Accepted

Other product Offered

0.725

Accepted

Brand Endorsers

0.623

Accepted

Gender Serving

0.601

Accepted

Brand Association Factors. The brand mindfulness

components had 21 factors which were figure

analyzed and four components 55 risen surpassing

68.262% of the change. The rundown of figure

investigation of all the investigation 2 of all the

components and sub-elements for brand affiliation is

appeared in Table 3.

Researchers derived 4 dimensions which named

as:

● Brand Characters

● Personality

● Product Image

● Product Availability

The first factor identified as Brand Characters which

have Eigen value 7.948 and mean factor value 2.95,

and factor accounts for 22.134% of variance. This

factor consists of 7 sub-factors as: Its Define My

Style, To Impress People, It Has Unique Product

Line, Its Good and Comfortable, Gives Options To

Select, Its Define My Personality, and Its Reflects

Indian Traditional Style With Modernity. The second

factor identified as Personality which has Eigen value

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Table 3: Brand Association for Fab India- Factor Analysis.

Factors

Significant

variable

Factor

Itam

Mean

Factor

Mean

Eigen

Value

% Of

Variance

Craonbec

Alfa

Brand

Character

Its define my

style

.755

2.9

2.95 7.984 22.134 0.890

To impress

people

.799

3.65

Its has unique

product line

.777

2.9

Its good and

comfortable

.613

2.51

Gives options

to select

.713

2.94

Its define my

personality

.688

2.94

Its reflects

indian

traditional

style with

modernity

.695

2.65

Personalit

Social status

.602

1.82

1.63 3.123 17.369 0.848

Comfort

.741

1.45

Traditional

fashion

.606

1.96

Personality

difference

.711

1.45

Self

confidence

.758

1.53

Elegance

.753

1.41

Indian way of

life

.737

1.78

Product

Image

Comfortable

.788

1.98

1.86 2.090 16.237 0.873

Traditional

.734

1.86

Ethnic

.893

1.75

Product

Availabili

Affordable

.868

3.37

2.642 1.139 12.521 0.817

Fashionable

.522

2.39

Easily

available

.717

2.51

Colorful

.524

2.29

Total variance

68.26%

Kaiser- Meyer- Olkin

Measure of Sampling

Adequacy

0.911

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3.123 and mean factor value 1.63, and factor accounts

for 17.369 % of variance. This factor consists of 7

sub-factors as: Social Status, Comfort, Traditional

Fashion, Personality Difference, Self Confidence,

Elegance, and Indian Way of Life. The third factor

identified as Product Image which has Eigen value

2.090 and mean factor value 1.86, and factor accounts

for 16.237 % of variance. This factor consists of 3

sub-factors: Comfortable, Traditional, and Ethnic.

The fourth factor identified as Product availability

which have Eigen value 1.139 and mean factor value

2.642, and factor accounts for 12.521 % of variance.

This factor consists of 4 sub-factors as: Affordable,

Fashionable, Easily Available, and Colorful. Here

analyst found that hypothetical system fit within the

consider as all the variables have Cronbach 16 Alpha

esteem more noteworthy or rise to 0.60.

Brand Factors

Cronbach Alpha

Accepted/Rejected

Brand Characters

0.72

Accepted

Personality

0.81

Accepted

Product Image

0.9

Accepted

Product Available

0.75

Accepted

Buyers Attitude Towards Fab India. Researchers

collected various statements towards the Fab India to

know the respondents’ attitude and were asked their

agreement on these statements. These statements are:

● Fab India Is Trustworthy

● I Am Confidant to Buy Fab India

● I Look First at Fab India Before Opting

Other Brands

● If Given a Choice Between Other Brands

and Fab India, I Will Prefer Fab India

● If Fab India Is Not Available, I Will Not

Purchase Other Brand

● I Would Recommend Fab India to My

Friends and Others.

● If Product Is Not Available in A Store of Fab

India, I Will Try To Find It At Other Store

Of Fab India

Respondents were inquired to rate the over

explanations on the scale of Emphatically Concur,

Concur, Unbiased, oppose this idea, and

Unequivocally Oppose this idea. The concur was

given a weight of 5 and emphatically opposing this

idea was given weighted of 1. The weighted normal

of these articulations appears in table 4.

Table 4: WAM (Weighted Average Mean) Analyses.

Respondents attitude statements

WAM

If given a choice between other brands and Fab India, I will prefer

Fab India

4.11

Fab India is trustworthy

3.84

I am confidant to buy Fab India

3.71

I would recommend Fab India to my friends and others.

3.29

If product is not available in a store of Fab India i will try to find it

at another store of Fab India

2.78

I look first at Fab India before opting other brands

2.63

If Fab India is not available, i will not purchase another brand

1.92

From the above table, it can be derived that “If given

a choice between other brands and Fab India, I will

prefer Fab India’ score the highest mean whereas “If

Fab India is not available, I will not purchase other

brand” scored the lowest mean.

5 FINDINGS AND MANAGERIAL

IMPLICATIONS

Here researchers have explained findings from data

analysis and managerial implication for Fab India.

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5.1 Brand Awareness

Findings from factor analysis reveals that most

significant factor of brand awareness is product range

awareness of Fab India. Aaker (1996) mentions that

“Name the brands in this product class” is one of the

factors of brand awareness. Fab India also needs to

spread awareness about their product range, which

affect the buying behavior and leads to brand equity.

Tagline is part of advertising that aims to make the

brand easy to remember for consumers. In this

research tagline emerged as a factor that affect the

brand awareness of Fab India. There is evidence for

research conducted by Mantonakis, A. (2012), his

research mention that tag line help customer to

remember the brand name, and if a brief pause is kept

between the tagline and name its more effective and

help to remember for longer time. Karim, A. (2019,

March) mentioned that tagline and brand ambassador

increase, it will also have a positive impact on brand

awareness.

The variety of products offered is another factor

which affects brand awareness. Semeijn, J., Van Riel,

A. C., & Ambrosini, A. B. (2004) also mention that

product variety affects the customer buying

awareness which affect buying decision. This factor

shows that if customers are aware about the various

varieties of products offered by Fab India, it will

create brand awareness for the company.

Fourth factor, that emerged after the factor

analysis is association with Celebrity. A celebrity is

an individual who is widely known beyond their own

social networks. Celebrity” is defined as the state of

being celebrated, fame, a famous or celebrated person

(Merriam-Webster Online Dictionary, 5-21-10).

Celebrity will help Fab India to create more

awareness and will influence attitude of buyers. The

fifth factor is awareness about the other products

available with the same brand. This helps the

company to spread its awareness among the

customers, also allowing influence the buying

behavior which leads to brand loyalty.

The sixth factor of brand awareness is Brand

endorsers. Research conducted by Patra, S., & Datta,

S. K. (2012) state that Celebrity endorsement has a

positive and significant effect on purchase intention.

It means the better celebrity endorsement the higher

purchase intention. Ningrat, S., & Yasa, N. K. (2019)

also supported this in their research work by

mentioning that brand awareness can affect

advertising and celebrity endorsement which

influence purchase intention. They also found that

endorsement has a positive and significant effect on

purchase intention. It means the better celebrity

endorsement the higher purchase intention. Fab India

also needs to go with endorsements by using well

known endorsers. It will help the company to create

better brand awareness.

The seventh and final factor, known as "Gender

Targeting," involves aligning a brand's product

offerings with a specific gender. A study conducted

by Koca and Koc in 2016 highlights that male and

female consumers exhibit differing perceptions and

preferences in terms of fashion and brand awareness

when making clothing purchase decisions.

Specifically, women tend to be more influenced by

fashion, whereas men place greater importance on the

brand name. Similarly, Fab India needs to clarify to

its customers which gender it is designing its products

for. This action will help Fab India establish a well-

defined brand image.

5.2 Brand Association

Factor analysis of this brand association attributes

pop-out the four factors of brand association. The first

factor is Brand characters. Customers associate

themselves with the brand character. Keller (1993)

classified association into three categories attributes,

attitude, and benefits. He further classified those

attributes in 2 categories: product-related attributes

and non-product related attributes. Brand characters

are part of non-product related attributes. Fab India

can use this associate to create its brand image which

ultimately leads to have brand equity.

The second factor of brand association is

personality. Freling, T.H. and Forbes, L.P. (2005)

mentioned that identity will have a positive influence

on product evaluations and that subjects exposed to a

brand's personality will have a significant effect on

brand associations. Brands like Fab India can use

such association and create their brand loyalty.

Esmaeilpour, F. (2015) also mentioned that

Personality congruence has an indirect positive effect

on brand loyalty.

The third figure is an item picture. Concurring to

(Parameswaran & Pisharodi, 1994) item picture

alludes to the common discernments that customers

have of a specific item. Clients frequently have cliché

convictions approximately traits related with the item

picture. The fourth and final figure of affiliation is

accessibility of item. Item accessibility specifically

impacts the buying behavior of client, which

influences the brand picture and affiliation

Weissmann, M. A., & Pawn, R. L. T. (2022).

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5.3 Buyers Attitude Towards Fab India

Findings about the buyers’ attitude towards Fab India

explain that buyers prefer Fab India if given a choice

(MVA 4.11), which indicates that Fab India is not

preferable brand. Also, customers are not loyal

towards Fab India, as they will opt another brand if

Fab India is not available. Customers are neutral

towards the Fab India (MVA 3.71) and they are not

sure to recommend this brand to their friends as well

(MVA3.29). Also, if a product is not available, the

customer will try to find it at another store (MVA

2.78). Here Fab India needs to make product available

for repeat purchase and to avoid brand switching in

customers. It was found customers does not find Fab

India Trustworthy, which is not a good sign for Fab

India. Here, it was found that clients don't have

positive and great demeanor towards Fab India. The

company ought to change this demeanor of clients

and attempt to form brand value.

6 CONCLUSION

This word was done with the objective to find out the

brand awareness and brand association factors for Fab

India. Researchers found seven factors of brand

awareness and four factors of brand association.

Researchers also try to know the attitude of customers

towards Fab India where findings reveals that

customers have positive attitude toward the Fab India.

Based on findings, researchers suggest would like to

comment that Fab India have positive image in the

mind of customers, which can be used to create more

brand awareness and association. Fab India can focus

on the brand awareness and brand association factors

which were found by authors to create brand equity.

7 LIMITATION OF RESEARCH

WORK

This work was done by taking on two attributes of

Brand Equity model of Aaket (1992). Further

research can be done by taking other attributes of

same model and can be suggested to the industry.

Also, geographical limitations cannot be ignored;

further research can be done at other geographical

area.

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