APRESENTATION ONBRAND ATTACHMENTUNDER THE GUIDENCE OF- DR.VIKAS DARYALProfessor and directorSUBMITTED BY-NUPUR TYAGI

KKKLBHMMMINDUSTRY PROFILECOMPANY PROFILINTRODUCTION OF TOPICABSTRACTOBJECTIVETHEORITICAL FRAMEWORKHYPOTHESIS RESEARCH METHODOLOGYSTUDY (1,2,3)FINDINGS

INDUSTRY PROFILE {BANKING}

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ABOUT RBIThe Reserve Bank of India is an institution that manages a state's currency, money supply, and interest rates. The primary function of a central bank is to control the nation's money supply (monetary policy), through active duties such as managing interest rates, setting the reserve requirement, and acting as a lender of last resort to the banking sector during times of bank insolvency or financial crisis.

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ABOUT HDFCHDFC Bank Limited is an Indian banking and financial services company headquartered in Mumbai, Maharashtra. HDFC bank acquire centurion bank of PunjabHDFC Bank is the second largest private bank in India as measured by assets.It is the largest bank in India by market capitalization as of February 2016. Total balance sheet size as of June 30, 2016 was Rs.755,100 crores as against Rs.629,322 crores as of June 30, 2015. HDFC bank wins best bank in India EUROMENY Awards for excellence 2016.

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What I have done during SIPGeneration of lead of two home loan worth 50lakh each

Generation of lead of two AUTO loan- FOR INNOVA

6 Credit cards

2 money Back credit Cards

2 REGALIA CARDS

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ABSTRACT(1) Consumers intentions to perform difficult behaviors (those they regards using consumer resources..Time, money

(2) Actual purchase behaviors(3) Brand purchase share (the share of a brand among directly competing brands)

(4) Need share (the extent to which consumers rely on a brand to addressrelevant needs, including those brands in substitutable product categories). Example of soft drink

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OBJECTIVE OF STUDY

To differentiate the brand attachment construct from brand attitude strength conceptually.

To differentiate the brand attachment construct from brand attitude strength empirically.

BRAND ATTACHMENT Brand prominence Brand self connection Brand attitude strength Separation distress

HYPOTHESIS H1: Brand attachment is a better indicator of a consumers intentions to perform difficult behaviors than brand attitude strength. H2: Brand attachment is a better indicator of a consumers actual purchase behavior than brand attitude strength. H3: Brand attachment is a better indicator of brand Purchase share (the share of a brand among directly competing brands) than brand attitude strength. H4: Brand attachment is a better indicator of brand need share (the relative use of a brand compared with substitutable alternatives) than brand attitude strength.

RESEARCH METHODOLOGYDeveloped a scale designed to map the conceptual properties of the brand attachment construct

GeneratedTen indicators of attachment, five each for the brand self connection and prominence components.

All items on 11-point scales anchored by not at all (0) and completely (10).We analyzed consumers responses to the ten-item scale

MEASURING BRAND ATTACHMENTAnalyzed consumers response to the ten item scale using three different brands(QUAKER OATS OATMEAL, APPLE IPOD, LOCAL UNIVERSITY)

Used explanatory factor analysis using factor rotation

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Both the brandself connection and the prominence dimensions are critical and non-redundant indicators of attachment

The scale is strongly related to a known emotional indicator of attachment, separation distress, in support of the scales convergent validity.

The brand attachment scale

The brand attitude strength may capture a brands mind share of a consumer, attachment is uniquely capture to capture both heart and mind share.

The finding that attachment better predicts actual behavior than brand attitude strength .

Brand attitude strength is somehow related with BRAND EQUITY as compared to emotion of CUSTOMER

FINDINGS

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