Measuring Public Sector Oil Marketing Companies’ Brand Awareness

IUP Journal of Brand Management, Vol. VIII, No. 4, pp. 7-24, 2011

18 Pages Posted: 11 Jan 2012

See all articles by Rekha Attri

Rekha Attri

Jaipuria Institute of Management Indore

Ashish Manohar Urkude

University of Petroleum and Energy Studies (UPES)

Manvinder Singh Pahwa

Manipal University Jaipur

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Date Written: January 11, 2012

Abstract

For a brand to have value, it must be valued by the customer. Brand Equity is measured by understanding the customer brand knowledge in terms of the position that the brand occupies in the customer’s mind, the level of brand association, brand awareness and brand loyalty. India's oil market has so far been dominated by public sector oil marketing companies especially in the marketing of petroleum products. One particular customer behavior that has intrigued the marketers and researchers for long has been the indifference exhibited by fuel consumers while making choice amongst these three brands to refuel their vehicles. This research aims to study the level of brand awareness of the line and brand extensions for public sector oil marketing companies and the customer awareness for marketing communications and loyalty programmes of these companies. The results point towards the need to work on integrated marketing communication strategies to increase brand awareness.

Keywords: brand awareness, brand equity, PSU (Public Sector Units), OMCs (Oil Marketing Companies), HPCL (Hindustan Petroleum Corporation Ltd.), BPCL (Bharat Petroleum Corporation Ltd.), IOCL (Indian Oil Corporation Ltd.)

Suggested Citation

Attri, Rekha and Urkude, Ashish Manohar and Pahwa, Manvinder Singh, Measuring Public Sector Oil Marketing Companies’ Brand Awareness (January 11, 2012). IUP Journal of Brand Management, Vol. VIII, No. 4, pp. 7-24, 2011, Available at SSRN: https://ssrn.com/abstract=1982967

Rekha Attri (Contact Author)

Jaipuria Institute of Management Indore ( email )

Dakachya
Indore Dewas Highway, Near Shipra Naka
Indore, Madhya Pradesh 452010
India

Ashish Manohar Urkude

University of Petroleum and Energy Studies (UPES) ( email )

Energy Acres
P.O. Bidholi via Premnagar,
Dehradun, IN Uttarakhand 248007
India
+918755440868 (Phone)

HOME PAGE: http://www.upes.ac.in

Manvinder Singh Pahwa

Manipal University Jaipur ( email )

VPO - Dehmi Kalan, Tehsil Sanganer
Off Jaipur - Ajmer Expressway
Jaipur, 303007
India

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