PREDICTING THE INFLUENCE OF INTERACTIVE MARKETING COMMUNICATION TOOLS ON BRAND RESONANCE TO PURCHASE ROYAL ENFIELD BIKE

Purpose of the study: The aim of this study is to predict the effect of interactive marketing communication tools (social networking, email marketing, blogs and mobile marketing) on brand resonance in purchasing Royal Enfield bike in Puducherry city, India. Methodology: The primary data was collected by using structured questionnaire distributed to 354 Royal Enfield bike owners in Puducherry city. The data was analyzed by reliability and validity analysis before hypothesis testing assessed. Result: The results indicate that all the four interactive marketing communication tools play a positive significant influence to attain brand resonance on Royal Enfield bike owners to purchase the bike. Applications of this study: The study will be helpful for the manufacturers and the showroom managers to decide the application of specific interactive marketing tools to build stronger resonance from the consumers to distinguish from their competitors. Novelty/Originality of this study: The study will benefit the marketing practitioners and manufacturers to understand the application of specific interactive marketing communication tools to build brand resonance to attract the customers.