Examining Brand Equity Drivers: A CBBE Framework Applied To Selected Online Retailers

Abstract

This study explored the various dimensions of Brand Equity within the CBBE framework, focusing on select online retailing companies in the Madurai District. The focus of this research was to measure consumer-based brand equity (CBBE)of Trends and Big Bazaar online retailing websites. A total of 700 questionnaires were distributed through a self-administered survey, utilizing a simple random sampling method. Ultimately, 582 completed questionnaires were deemed valid and analyzed using SPSS software version 21. Data collection was conducted via a structured questionnaire, and Multiple Regression analysis was employed for the data evaluation. The results indicated a strong positive relationship between overall Brand Equity and the four independent variables, with a coefficient value of 0.824.