IMPACT OF ADVERTISEMENT AND CUSTOMER

SATISFACTION on BRAND EQUITY

INTRODUCTION 
Competition between the brands is very high in automobile

industry so customer satisfaction is the important key to success in this

industry. If the marketers need to stand out and maintain the long lasting

relationship they need to provide excellent customer experience. The

level of satisfaction is based on the quality of product they offered in the

market most of the companies are struggle to reach the customer

expectation about the product. It affect the product movement in the

market. Sometimes it happens because of the mismatch in the

information they provided through advertisement.

Advertising is a medium of communication. It is closely linked

with the emotions of customers. Campaign and promotion help to

engage the customers. The objective of the advertisement is does not

make a single sale it looks for the long-term impact on the

customers mind. The main purpose of advertisement is creating a

goodwill about the brand and the product. If the advertisement is

effective then it will remain the subconscious mind of the

customers. Today many marketers are used social networking sites to

advertise their product in the market it increases the engagement of

customers. The marketers make the enjoyable advertisement, it contain

the elements of music, songs, fantasy etc. these elements make the

advertisement more attractive and enjoyable. It is the most engaging

element and also clearly linked with the brand.

Advertisement increases the brand awareness and it

create positive impact on consumer buying behaviour. Communication

through social media and other sources can increases the visibility of

product in the whole market. Advertising make long term impact only

when the product meet the quality and features as per they mentioned in

their advertisement. The demand of the product is also increases through

the positive and focused advertisement and also organised and planned

advertisement decreases the effort of sales force.

REVIEW OF LITERATURE

Advertisement in automobile structure

The primary objective of the advertisement is to entertain the customers.

It act as a tool to increase the attention of customers. Exciting and

enjoyable advertisement is remain in the customers mind so most of the

companies are spent their profit for their advertising (Mandan, Hossein

& Furuzandeh, 2013).

Consumer buying behaviour

Customer expectation and perception about brand