An Analysis Of The Effect Of Brand Dynamics Of Generation - Z Smart Phone Users On Brand Resonance
DOI:
https://doi.org/10.69980/ajpr.v27i2.801Keywords:
Brand Dynamics, Brand Resonance, Smart Phones, Generation -Z UsersAbstract
Now-a-days mobile phone have been used by people at all levels across the world. The mobile telecommunication sector has been an exceptional factor for economic growth in both developed and developing markets. It has been one of the important aspects for the development of information technology. So, this study attempts to analyze the effect of brand dynamics on brand resonance among the generation Z smart phone users. Descriptive type research has been applied. Questionnaire has been constructed to collect the primary data from the college students. Brand feel, brand think, brand sense, brand act, brand judgement, brand attachment and brand community are taken as independent variables and brand resonance is taken as dependent variable. The analysis is proceeded with the correlation test and multiple regression test. The results are presented with findings and suggestions. The findings depicted that brand think, brand act and brand sense are the strong predictors of brand resonance. Brand attachment, brand feel and brand judgement have negative effect on brand resonance.
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