Abstract:
Brand equity is an analytical concept depends upon brand loyalty, brand awareness
and brand knowledge. It also has an empirical relationship with perceived quality and
performance of brand. The present study considers brand loyalty as the unique component of
brand equity controlling the effects of other common sub-components such as brand
awareness, brand knowledge, perceived quality, brand association, purchase decision and
post purchase behaviour. Sample size of the study is 640 respondents in the Salem District.
Samples are drawn through purposive sampling technique. The data were collected through
questionnaire from the consumers of soft drinks. The results showed that the band loyalty is
not existed for soft drinks among the customers of Salem District.
