Perceptual Difference in Brand Conformity and Brand Loyalty of Consumers – A Study with Reference to Telecommunication Services in Chennai for Sustainable Development

Abstract

The idea of brand deformity is generally arise from the change of reputed brands of products and services from one segment to another segment in the form of brand repositioning and end with failure of newly introduced brand. In this sense several reputed brands in the financial industry, electronics industry have started venturing into telecommunication industry to increase their brand reputation. The newly introduced brands may survive or ultimately will also end in failure in the telecommunication industry. The researcher applied convenience sampling method and collected 433 responses and applied confirmatory factor analysis, k-means cluster analysis and nonparametric chi-square analysis and found that the results regarding telecommunication services with respect to the factors of brand deformity and brand loyalty. The study also revealed that the demographic variables are playing a very important vital role for the perceptual difference among the consumers regarding brand deformity as well as the brand loyalty with respect to telecommunication services.