Evaluating Aaker's Brand Equity Model for Four Wheelers

This paper made an attempt to evaluate the customer based brand equity for four wheeler segment in India with special reference to the largest selling car brand Maruti. The authors adopted Aaker's model of Brand equity which incorporated the four assets namely Brand Awareness, Brand Loyalty, Perceived Quality and Brand Association in the research study. The study was conducted in Tiruchirapalli, the heart of Tamilnadu and the authors contacted 128 Maruti users and collected data about the 19 different brand equity items from the users. Structural Equation modeling was adopted to propose and evaluate the multidimensional model of customer based brand equity. The result of the analysis revealed, Maruti 800 is the most favorite car brand for Maruti car users. Moreover, the results of the SEM confirm that the Perceived Quality, Brand Awareness is the most influential assets and positively triggers the customer based brand equity of Maruti car brands.