IJSRP, Volume 2, Issue 9, September 2012 Edition [ISSN 2250-3153]
Dr.S.Franklin John, Mr.J. Anand Christopher
The study was designed to investigate the Relationship between Branding Dimensions and Brand Rating. The study covers the population includes 325 consumers from Tamil nadu, who are all using branded milk. The questionnaires were given to 500 consumers who are all using branded milk. Out of 500 consumers contacted, 325 questionnaires were received with required coverage and details. The participants completed the two sets of self-reported questionnaires, including Background characteristics and variables chosen for this study in order to measure the influence of branded milk are the Salience, performance, Imagery, Judgment, Feelings and Resonance. The collected data were computed and analyzed using multiple regressions. The findings of the study were generalized as follows: Statistically significant differences were found in Brand rating by the different brand dimensions like Salience, Performance, Imagery, feelings and Resonance. In the end of the study implications and conclusion were provided.