The automobile industry today is the most profit making industry in India. It is one of the largest in the world which contributes to the global sales of automobiles which is set to grow. It plays a significant role in the economic development around the world. Consumer attitude towards the...

Customers give importance to a brand based on the place of its origin. The construct ‘Country of Origin' (COO) is defined in the marketing literature as the country where a brand or product is made (Tse and Gorn, 1993; and Elliott and Cameron, 1994). The mounting cross-border trade and rapid...

Brand equity is a set of brand asset and liability linked to a brand its name and symbol add to or subtract from the value provided by a product or service to a firm and/or to the firm's customer. Strong brand not only enables marketer to reduce their marketing cost but also helps to charge...

Auto industry is one of the fastest growing industries in the world. India is producing one out of every ten automobiles made in the world. The auto industry is responsible for 15-20% of global carbon dioxide emissions and 80% becomes users' responsibility (JAMA). Many people are aware of the...