An Analysis Of The Impact Of Synonymity Brands On Consumer Perceived Brand Leadership

Abstract

 The primary motive of this research is to examine the influence of synonymity brands on consumer perceived brand leadership and its various dimensions named quality, innovation, value and popularity. It is argued in this paper that synonymity brands are brand leaders as per consumer perception. To examine the association between brand synonymity and consumer perceived leadership;the data from 400 responses collected and analyzed through structural equation modeling (SEM). The results indicate that brand synonymity is significantly and positively correlated with each of the consumer perceived leadership dimensions investigated in the research. In particular, perceived quality, innovativeness, value, and popularityall tend to increase in tandem with brand synonymity. The study's findings suggest that to sustain consumer interest, brands should maximize their efforts to cultivate and maintain brand synonymity in positive manner, strategically leverage it in marketing communications, and innovate. Further investigation in this area may be into the influence of digital media on consumer perceptions and brand synonymity, thereby providing valuable insights into the development of successful digital branding tactics.