Determinants of Brand Equity in two Wheeler Industry A Study with Special Reference to Hero Motocorp in Mysuru Market

A brands power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands. Brand equity refers to the value of a brand. This paper tries to find the impact of select dimensions of brand equity like brand awareness, brand association, brand loyalty and perceived quality on customer's preference while purchasing a bike in Mysuru market. Dr. Aparna. J. Varma | Dr. Ashwini. J | Ms. Vinutha. R "Determinants of Brand Equity in two Wheeler Industry: A Study with Special Reference to Hero Motocorp in Mysuru Market" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-6 , October 2018, URL: http://www.ijtsrd.com/papers/ijtsrd17119.pdf