Measuring Public Sector Oil Marketing Companies’ Brand Awareness

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

Posted: 5 Sep 2012

See all articles by Manvinder Singh Pahwa

Manvinder Singh Pahwa

Manipal University Jaipur

Rekha Attri

Jaipuria Institute of Management Indore

Ashish Manohar Urkude

University of Petroleum and Energy Studies (UPES)

Multiple version iconThere are 2 versions of this paper

Date Written: September 5, 2012

Abstract

For a brand to have value, it must be valued by the customer. Brand equity is measured by understanding the customer’s 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 (OMCs), 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 their choice among the three brands (IOCL, BPCL, and HPCL) to refuel their vehicles. This research aims to study the level of brand awareness of the line and brand extensions of the public sector OMCs and the customer awareness of marketing communications and loyalty programs of these companies. The results point that there is a need to work on the integrated marketing communication strategies to increase brand awareness.

Suggested Citation

Pahwa, Manvinder Singh and Attri, Rekha and Urkude, Ashish Manohar, Measuring Public Sector Oil Marketing Companies’ Brand Awareness (September 5, 2012). The IUP Journal of Brand Management, Vol. VIII, No. 4, December 2011, pp. 7-24, Available at SSRN: https://ssrn.com/abstract=2141752

Manvinder Singh Pahwa (Contact Author)

Manipal University Jaipur ( email )

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

Rekha Attri

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

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