31, July 2025
Impact of Brand association on consumer buying behaviour in ceramic tile brands
Author(s): G.Chiranjeevi
Authors Affiliations:
Research scholar, Department of management studies, S.V.University, Tirupati, A.P, India
DOIs:10.2017/IJRCS/202507018 | Paper ID: IJRCS202507018Abstract
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Abstract : This study empirically examines the relationship between Brand association as the independent variable and ceramic tile brands as the dependent variable. In order to achieve the goal of this study, primary data is used which is collected through 504 questionnaires in the market of Tirupati. While one-way ANOVA is used to explain the significant relationship between these two variables, Chi-square explains the association between these two variables and t-test is used to explain the acceptance of ceramic tiles by male and female respondents. The result of the study reveals the existence of positive relationship between the brand association dimensions on the consumer buying behaviour. The brand association functions are the guarantee, social identification, personal identification and status that have positive impact on the recommendation, extension of purchase of same brand even at premium price.
Keywords: Brand image, Brand equity, Brand, Brand association, Consumer response.
G.Chiranjeevi (2025); Impact of Brand association on consumer buying behaviour in ceramic tile brands, International Journal of Research Culture Society, ISSN(O): 2456-6683, Volume – 9, Issue – 7, Pp.106-114. Available on – https://ijrcs.org/