Identify Consumer Brand Affinity During Point of Purchase Using SEM to Aid Business Growth

Abstract

This research is being executed to understand how the consumer perspective of brand equity based on the success achieved through top-of-mind presence resulting in business profitability. The important question is: What are the key drivers to a particular Brand’s success and failure and how it can be course corrected to achieve the desired outcome by tweaking a particular under-performing driver without any bias. The method involved in identifying the key drivers to enhance Brand equity is called Structural Equation Modeling (SEM).