| Autor: |
Swain, Rajesh Rosan, Patnaik, Rabinarayan |
| Předmět: |
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| Zdroj: |
Library of Progress-Library Science, Information Technology & Computer; Jul-Dec2024, Vol. 44 Issue 3, p9666-9678, 13p |
| Abstrakt: |
The current study makes a small but unique contribution to the current literature on brand management in the emerging EV market. It provides valuable suggestions for market players willing to enhance their brand management and organizational effectiveness. The paper has argued that as the market for EVs in India evolves, there will be a huge need to comprehend the relationship between brands and performance in a quest to develop sustainable growth strategies in this burgeoning industry. The research evidence strongly confirms that the extent of RM implemented in practicing brands follows a positive linear trend with business performance outcomes. Research shows that organizations that develop brand equity through conscious brand management, creative promotional campaigns, and communication with consumers receive far greater levels of consumer satisfaction and programed loyalty, which results in improved organizational performance. Further, the study also gives an insight into the problems faced by manufacturers of EV throughout India such as perceived brand image and pressures from other conventional automotive brands. Consequently, this research aims at establishing the correlation between brand management practices and business performance for a selected electronic or electric vehicle (EV) firms in India. Growing popularity of EVs and consequent customer demand for eco-friendly vehicles guarantee the importance of efficient brand management in the course of development of this market. The study uses both quantitative data collected through questionnaires given to industry players and qualitatively collected through interviews with major players in the industry. Marketing communication strategic dimensions namely brand equity, customer engagement, and brand positioning are analyzed to evaluate their influence on business objectives; comparing sales increase, market share, and customer retention rate. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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