Abstract

The dimension of brand name equity has posed a big difficulty to the firms in the Indian fast moving consumer goods (FMCG) sector. This paper investigates the influence of brand equity on the operational efficiency of companies in the Indian FMCG sector. The research study takes on detailed and exploratory techniques. The outcomes suggest that there is a connection between brand name equity and the functional efficiency of the organization. The useful implications of the findings are that brand name equity has to be efficiently taken care of for enhanced operational efficiency of service. Online solution brand names introducing an extension service (e.g., e-commerce platform) need to identify whether their customer-brand connections and brand equity will certainly generate existing clients to have a favorable perspective towards the extension solution as well as a strong purpose to accept that solution. we recommend a research study design to check out the impact of consumer-brand partnerships (brand add-on and also brand name dedication) on brand name equity, mindset towards the brand name expansion, as well as intention to accept the brand name extension (approval intention). We additionally locate that viewed fit has a positive effect on attitude toward the brand name extension, and brand accessory has a favorable impact on the approval objective. We discuss the implications for a concept as well as technique and also supply recommendations for future study.