"STUDY THE RELATIONSHIP OF BRAND EQUITY AND CUSTOMER

LOYALTY WITH REFERENCE TO AMAZON PRIME VIDEO"

A PROJECT REPORT

Submitted by

MEGHA SINGH CHAUHAN

(M1921017)

In partial fulfilment for the award of the degree

Of

MASTER OF MANAGEMENT STUDIES

(Marketing)

Under the Guidance of

DR. YESHA MEHTA

THAKUR INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

KANDIVALI

MUMBAI
 CERTIFICATE

To whomsoever it may concern

This is to certify that MS. MEGHA SINGH CHAUHAN of Thakur Institute of Management
Studies and Research has duly submitted her project titled "Study The Relationship Of Brand
Equity And Customer Loyalty With Reference To Amazon Prime Video" as part of her MMS
curriculum for 2020-2021 and it is a result of the bonafide research work carried out by her under
my vision and guidance, not any part of this report has been submitted for award of any other
degree, diploma, fellowship or other similar titles or prizes.

Dr. Pankaj Natu Dr. Yesha Mehta

(Director, TIMSR) (HOD Marketing, TIMSR)

(Signature of Director) (Signature of guide)

Date:

7|Page
 Table of Contents
DECLARATION.........................................................................................................................11
ACKNOWLEDGEMENT..........................................................................................................12
Introduction....................................................................................................................................13
1.1. Brand Equity...................................................................................................................13
1.2. Customer Loyalty............................................................................................................16
1.3. Over-The-Top services...................................................................................................13
1.4. Amazon Prime video.......................................................................................................14
2. Literature Review..................................................................................................................18
2.1. Brand Equity...................................................................................................................18
2.1.1. Brand Awareness:....................................................................................................19
2.1.2. Brand Image Association.........................................................................................19
2.1.3. Perceived Quality of Brand:....................................................................................19
2.1.4. Brand Loyalty..........................................................................................................20
2.2. Customer Loyalty............................................................................................................21
3. Research Methodology..........................................................................................................22
3.1. Research Methodology...................................................................................................22
3.2. Type of Research............................................................................................................22
3.3. Research Objective.........................................................................................................22
3.4. Research Design..............................................................................................................23
3.4.1. Instrument of Analysis................................................................................................23
3.4.2. Sampling......................................................................................................................23
3.4.3. Tools and Techniques used for data analysis..............................................................24
3.4.4. Questionnaire Design..................................................................................................25
3.4.5. Data Collection:...........................................................................................................25
3.5. Hypothesis.......................................................................................................................25
4. Data Analysis.........................................................................................................................27
4.1. Brand Awareness............................................................................................................27
4.2. Brand Image Perception..................................................................................................30
4.3. Perceived Quality............................................................................................................32
4.4. Brand Loyalty.................................................................................................................33
4.5. Customer Loyalty............................................................................................................35
4.6. Test Analysis...................................................................................................................36
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5. Findings and Discussion........................................................................................................41
6. Conclusion.............................................................................................................................42
Bibliography..................................................................................................................................43
Appendices....................................................................................................................................45
Brand Equity..............................................................................................................................45
Plagiarism Report..........................................................................................................................47

9|Page
Table of graph and tables

Table 1: Logo Recall.....................................................................................................................27

Table 2: Recall analysis.................................................................................................................28
Table 3: Recall...............................................................................................................................29
Table 4 : Recall..............................................................................................................................30
Table 5: Brand Image Perception.................................................................................................31
Table 6 : Perceived Quality...........................................................................................................32
Table 7: Brand Loyalty..................................................................................................................34
Table 8 : Customer Loyalty...........................................................................................................35
Table 9 : Correlations....................................................................................................................37
Table 10:ANOVA 1.......................................................................................................................38
Table 11:ANOVA2........................................................................................................................39
Table 12 : Regression....................................................................................................................39

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DECLARATION

I hereby declare that the project report entitled, "Study The Relationship Of Brand Equity And
Customer Loyalty With Reference To Amazon Prime Video" submitted to Thakur Institute of
Management Studies & Research, Mumbai, is a record of the original work done by me under
the guidance of Dr. Yesha Mehta, and this project work is submitted in fulfilment of the
requirements for the degree of Masters in Management Studies. The results embodied in this
study have not been submitted to any other Institute or University for the award of any other
degree or diploma.

PLACE: MUMBAI Project Guide Signature

Date:
Dr.Yesha Mehta
(HOD Marketing, TIMSR)
Student Signature
Ms. Megha Singh Chauhan
MMS - MARKETING
Batch (2019-2021)

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ACKNOWLEDGEMENT

It has always been my sincere desire as management student to get an opportunity to express my
views, skills, attitudes and talent in which I am proficient. A project is a one such avenue through
which the student who aspires to be a future manager that does something creative. This project
has given me the chance to explore and understand the consumer perspective with the practical
aspect of management.

I would like to extend my sincere & heartfelt obligation towards all the personages who have
helped me in this endeavour. Without their active guidance, help, cooperation & encouragement,
I would not have made headway in the project.

I, take this opportunity to make a special mention of all those who have contributed directly or
indirectly in the preparation of this report.

First and foremost, I would like to express my deepest sense of gratitude towards my project
guide Dr. Yesha Mehta (HOD - Marketing) for her valuable guidance and continuous
encouragement

I extend my gratitude to members of my family whose support and encouragement provided

strength and confidence during the study of project.

I would also like to express my thanks to Dr. Pankaj Natu, Director, Thakur Institute of
Management Studies and Research, who rendered all the facilities and gave us this opportunity
of learning and contribution through this project.

Any omission in this brief acknowledgement does not mean lack of gratitude.

Megha Singh Chauhan

(Thakur Institute of Management Studies & Research)
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 Introduction
1.1. Over-The-Top services
(Sara, Simonetta, & Khan, 2021) explains, Millennials’ perceptions of brand experience in
relation to OTT platforms. Over-The-Top services are accessed via websites on personal
computers, via apps on devices such as smartphones and tablets etc., also digital media players
including video game consoles, as well as there are smart televisions now with integrated Smart
TV networks. Some of the main worldwide players are Netfix, Hulu, SonyLiv, Disney+Hoststar
and Amazon Prime Video. From 2017 Millenials or Generation Y cohort has exceeded the Baby
Boomers spending power and because of its growing market power, it currently represents the
focus of marketers’ targets (Beuchamp and Barnes 2015; Moore 2012). Millennials are moreover
important for the investigated sector of OTT because represent the frst high-tech generation,
preferring innovative brands, goods or services (Norum 2003; Moore 2012). Finally, being the
highest technologically savvy cohort, they tend to share both delighting and bad brand
experiences also through their social networks (Gurau 2012). Relating to the above mentioned
Millennials’ features it could be interesting to explore this generation related to an Over-The-Top
brand, such as Netfix especially because, to date, research has not investigated yet the relation
among the construct of brand experience in OTT sector in the case of Millennials generational
cohort.

After this pandemic of Corona Virus from 2020, lockdown led to increase in the consumption of
OTT content. (Mint, 2021) Prime Video got 12.6 million downloads in India on Google Play
Store and Apple's App Store during the period, 45% more than the March quarter. ZEE5, an
Indian subscription-based video on-demand service, was next with 10.6 million downloads. OTT
market, with revenues already eclipsing that of the box office.

However, the one big task that the sector has going into 2021 is to retain the interest of the
sizable small-town market. (Mint, 2021)

In recent times many brands are coming up in the OTT space such as Netflix, MX player web
series, Hotstar, Zee5, and many others. So, during such times it becomes imperative for firms to
understand their customers and to know what perception they hold in the minds of their
customers, what features they like, and what extra benefits are they looking for. So this gives rise
to the first research objective of this research project.
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 1.2. Amazon Prime video
Amazon.com, Inc. is a multinational e-commerce technology company that has a global footprint
with a presence in around 17 countries including India, Austria, Luxembourg, Australia,
Belgium, Canada, China, France, Germany, Italy, Japan, Mexico, the UK, the US. Its share
globally amounts to around 14 percent. Amazon was started in 1994 as an online marketplace for
selling books. Today it has a diverse product portfolio of digital products and services which
includes the kindle e-reader and Amazon Echo, a voice-controlled speaker that connects to a
virtual assistant named Alexa. It also has its presence in the world of digital entertainment
through its flagship OTT platform which goes by the name Amazon Prime Video launched in
2017 and competes with the likes of Netflix. To access these services consumers need to
purchase the Amazon prime subscription which is available for a month as well as a whole year.
Along with this subscription, the consumer not only gets Prime Video access but also access to
various additional services such as quick one day delivery of the products and good discounts on
the Amazon website. Also, they get the prime reading option in which consumers get to read e-
books available for free reading without any payment of additional money for the books. This
study will help identify whether these additional services are the main reason for customer
loyalty or the video content quality is superior which leads to customer loyalty. It is divided into
4 parts. The first part will focus on the research objective, research model, and identifying the
hypothesis. The second part will be the method used in this research. Third would be a statistical
analysis and results presented. In fourth, research implications will be discussed. The reason for
conducting this study is to decode the brand equity of Amazon Prime Video and understand how
it leads to customer loyalty. Through this study, important factors of brand equity can be
recognized which have or which significantly contribute to high customer loyalty. This, in turn,
would help Amazon Prime Video to focus on those particular factors which have a significant
impact on customer loyalty to ensure repeat purchases of the subscription and attracting new
customers as well by stressing more on those factors.

1.3. Brand Equity

Brand equity can be explained as a value premium that an organizations generates from a product
or services with a recognizable name when compared to a generic equivalent. Brand equity can
be
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created by organizations for their services and products by making them easily recognizable,
adding nostalgic memory or memorable and great in quality and reliability. Various marketing
techniques and campaigns can help to improve brand equity.

Figure 1: Brand Equity Concept (www.papirfly.com)

Building customer-based brand equity helps to achieve the acute aims of raising the value higher
of your brand, while also providing insight into what your customers want and expect from your
company. According (Aaker, 1992), (Keller, 1993), (Yoo & Donthu, 1997),(Christodoulides et
Al. 2006) said that through consumer mind-set awareness, association, loyalty, and perceived
quality can be measured in order to see customer perception.
Keller identifies 6 components that contribute to customer brand equity, and thus how customers
think and feel about a brand overall:
 Salience – Your brand identity
 Performance- Your brand feature
 Imagery – Your brand meaning
 Judgments – Your brand quality
 Feelings – Your brand response
 Resonance – Your brand resonance
Luming wang and Adam Finn (2013) presented new CBBE model which was extended with
uniqueness and Brand Emotions.

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Figure 2: Luming Wang and Adam Finn (2013) CBBE Model

1.4. Customer Loyalty

Customer Loyalty can be defined as the measure of success of supplier in acquiring a long term
relationship with the consumer. Customer loyalty ensures retaining of customers also it tends the
customer to voluntarily select a particular service/product against another for his need. The
loyalty either be a product specific or it may be company specific. There are six points that
measure customer loyalty:

 Share information
 Say positive things
 Recommend friend
 Continue purchasing
 Purchase additional service
 Test new service

Customer loyalty is critical due to the shift of power from the brand to a consumer-driven by
ever improving digitization, competitive marketplace and commodification. (Wang & Sirion,
2016) Also the cost of customer acquisition and overheads is increasing, so raising the customer
lifetime value (CLV) by retaining customers is important. To improve this, technology is
improving and getting personalized. In 2020, migration to phone apps, gamification and geo
location, use of loyalty programs, etc. are the trends which companies are adopting. CRM
systems added, lead to customized presentation of product/services as a solution to their

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problems in nick of time.

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Figure 3: Customer loyalty framework (source: Business over broadway)

(Bob Hayes, 2018) explains there is an emotional component to loyalty and also a behavioral
loyalty component. The above shown figure distinguishes between customer loyalty types and
the measurement approaches.

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 2. Literature Review
Since in this research brand equity needs to be found out it is necessary to know what exactly
brand equity is what are the important factors that form the brand equity. Also, it is important to
know what customer loyalty is. In this literature review, we are going to discuss 4 independent
variables and 1 independent variable in detail.

2.1. Brand Equity:

Brand equity is an important tool to associate a brand and influencing consumers to make
purchase decisions for a particular brand of OTT platforms. Strong brand equity makes the brand
impermeable to the competition.

Companies create brand equity by making the product more memorable, easily recognizable, and
superior in quality and quantity. Companies create brand equity for their products by carrying
out various marketing tactics and campaigns to showcase the quality of their product and to form
a superior image of the product over the top of minds of customers.

Nowadays building and managing brand equity has become most important for companies. So
brand equity has been released as the most significant intangible asset for the companies be it in
any sector. Brand equity consists of brand strength and brand value (Lassar, Mittal, and Sharma
1995). Aaker (1991) approaches brand equity as a set of fundamental dimensions grouped into a
complex system comprising mainly: brand awareness, brand perceived quality, brand loyalty,
and brand associations.

Brand strength is a mixture of the brand associations held by customers. On the other hand,
brand values are the profits that accrue when the strength of brand is leveraged to obtain higher
current and future profits. Brand equity is widely accepted as a multidimensional concept that
consists of brand loyalty, brand awareness, perceived quality, brand associations, and other
proprietary assets (Aaker 1991). Keller (1993) proposed a knowledge-based framework for
creating brand equity based on two dimensions, i.e., brand awareness and brand image. Yoo and
Donthu (2001) adopted four dimensions to measure brand equity, viz., brand loyalty, brand
awareness, perceived quality, and brand associations. For this study dimensions of brand loyalty,
brand awareness, perceived quality, brand image associations, and customer loyalty are taken
into consideration.

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 2.1.1. Brand Awareness:
In very simple terms brand awareness is a degree to which a person recalls the brand just by its
name. It includes qualities that distinguish the product from its competition. Brand awareness
forms the very first prerequisite of brand knowledge in the minds of the consumers' mind. This
reflects the consumers' ability to identify the brand under various circumstances and how easily
the brand comes to the consumers' mind is what brand awareness is (Keller, 1993).

Brand awareness is important when it comes to any product or be it any OTT platform. It plays a
major role in the decision-making process of the consumers since they must recall the product
when they are thinking of any product category. Awareness also affects brand associations and
influence decision making which forms the brand image (Keller, 1998). Other authors (Laurent,
Kapferer, and Roussel, 1995) suggest three classical measures of brand awareness in a given
product category: spontaneous awareness (unaided), top of mind awareness, and aided response.
Farquhar’s (1989) brand equity approach states that the accessible attitude is related to how
quickly consumer recalls the brand elements stored in his or her memory i.e. brand awareness.

2.1.2. Brand Image Association

The brand image could be defined as a brand that is brought to the consumer’s mind by the brand
association (Keller, 1993). It is also defined in simpler terms as customers' thoughts and feelings
about the brand (Roy and Banerjee, 2007). According to Aaker (1991), it is a set of associations
that are significant to the consumers. According to Bearden and Etzel (1982) as well as Park and
Arinivasan (1994), it is related to how unique a product classification is when compared to its
competitors.

Brand image plays an important role in shaping the buying decision of the consumer. A
consumer applies brand image in forming the overall image of a brand. A higher brand image of
a product is usually thought of by the consumer as a product of a higher quality and value
(Richardson et al. 1994). According to research conducted by Jacoby et al. (1971), consumers’
perceptions of quality and value are significantly affected by brand image.

2.1.3. Perceived Quality of Brand:

One of the main factors in evaluating brand equity is perceived quality and perceived quality in
itself forms a major part of brand equity (Aaker, 1996). Perceived quality is referred as the
overall perception of customers about the supremerity and quality of products or services in

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comparison

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with the competitors’ offering (Aaker, 1991, p. 85-86). But Erenkol and Duygun (2010) state that
there is a parity between the perceived quality of the product and the actual quality of the product
because the perceived quality is the buyer’s subjective appraisal of the product. Therefore,
perceived quality cannot be fairly determined as it in itself is a consumer's memory construct.
Zeithaml (1988) asserts that perceived quality can be considered as a key influencing factor in
identifying or determining consumer’s choices. As mentioned by Motameni and Shahrokhi
(1998) and Yoo et al. (2000), perceived quality is positively related to brand equity.

2.1.4. Brand Loyalty:

For decades the concept of brand loyalty has been recognized as a major construct in the
marketing literature (Howard and Sheth, 1969). Brand loyalty has the power to provide various
benefits such as reduced marketing costs (Chaudhuri and Holbrook, 2001), business profitability
(Kabiraj and Shanmugan, 2011), increased market share (Gounaris and Stathakopoulos, 2004),
positive word of mouth (Sutikno, 2011) and a positive competitive advantage in the market
(Iglesias et al, 2011).

According to literature brand loyalty creates a sense of attachment between the customer and the
manufacturer (Pedeliento et al., 2015). It depends on the consumers’ brand recognition, and
brand awareness and its image are important factors in brand loyalty (Lua et al., 2015). In every
brand, the end goal is to attract and retain customers making them loyal to ensure the success of
the brand and the product (Zavattaro et al., 2015). Brand loyalty is formed in the minds of the
customers because of the perception that is formed in their mind about the brand which is created
by the quality of service offered by the brand so even if the price increases or the product is not
available the customers go lengths to find the same product.

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 2.2. Customer Loyalty:
Customer loyalty arises from the level of customer satisfaction. It is a measure of how likely the
customer repeatedly do business with the company because of the goodwill that the company has
built in the past over the years. Customer loyalty is how often the customer spends with the
company. It’s about average order value (AOV) and customer lifetime value (CLTV). Providing
your customers with personalized promotional offers and customized perks will encourage repeat
purchases. According to research customers using a loyalty program spend between 12-18%
more per year than non-loyalty program members (Fundera). Personalization is key here, as
customer loyalty has more to do with how they feel treated rather than how they perceive the
brand. In the services sector where the firm doesn’t have a tangible product, it becomes
necessary to maintain and develop customer loyalty because it leads to increased profits through
repeat patronage, less price sensitivity, and positive word-of-mouth. So, it really becomes an
important determinant of market share and profitability (Jones and Sasser 1995). So, it has a
powerful impact on a firm’s performance and is considered by many companies as an important
source of competitive advantage (Lam et al. 2004). High levels of customer loyalty not only
creates tremendous competitive advantage but also boost employee morale and productivity. But
a continuous customer dissatisfaction forms a negative impact on a company's performance (Lee
and Cunningham 2001).

Dick and Basu (1994) say that loyalty is particularly determined by the strength of the
relationship between relative attitude and repeat patronage and that it has both attitudinal and
behavioral elements. Also, if we combine these then it helps us differentiate two types of
customer loyalty concepts, i.e., loyalty based on inertia, where a brand is bought out of habit
merely because this takes less effort and customer will not hesitate to switch to another brand if
there is some convenient reason to do so.

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 3. Research Methodology
3.1. Research Methodology
A research methodology is systematic arrangement for conducting research. Sociologists explain
on a range of both: qualitative and quantitative analysis methods, along with this experiment,
survey analysis, participant observation, and secondary data. Quantitative methods aim to
classify options, count them, and build statistical models to check hypotheses and justify
observations. Qualitative research aims for an entire careful description of observation, as well as
the context of events and circumstances. (Kothari, 2004)

3.2. Type of Research

The type of this study Quantitative research, in contrast to qualitative research, it deals with data
that are numerical or that can be converted into numbers.

3.3. Research Objective

Research Objective 1: To identify the factors of Brand Equity that have a significant impact on
Customer Loyalty in the case of Amazon Prime Video among the youth living in the region of
Mumbai.

This objective will help to identify the factors of Brand Equity that have a significant impact on
Customer Loyalty. Which in turn will help to identify what factors do customers feel are
important and Amazon prime video can focus on them more. The design path for this objective is
Causal- Primary-Quantitative.

Research objective 2: To study whether there is a significant relationship among various factors
of Brand Equity and Customer loyalty.

This objective will help to determine how strong the correlation between various factors of brand
equity and customer loyalty is. The design path for this objective is Descriptive-Primary-
Quantitative.

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 3.4. Research Design
Approach: Quantitative (the study is characterized as exploratory)

The purpose of this study is to examine the brand equity model of Amazon Prime Video among
the respondents living in the region of Mumbai and between the age groups of 24-29 and 18-23.
This study was conducted among the youth living in the region of Mumbai and have used the
platform to watch videos.

This project takes into consideration 4 major factors of Brand equity which are

 brand awareness
 brand image
 perceived quality
 brand loyalty

All the factors had a different set of questions in them. The customer loyalty parameter was
assessed on a set of questions specific to customer loyalty.

The whole questionnaire was divided into 2 parts; the first having factors that form the brand
equity namely the brand awareness, brand image, perceived quality, and brand loyalty, and the
second being customer loyalty.

3.4.1. Instrument of Analysis

An online Web-based survey was the predominant measuring device used in our study. We
preferred using Google form over traditional paper-based surveys as:

 the sample is not restricted to a single or local geographical location

 Lower costs accrue
 Faster responses are likely.

For variables in our study we used multiple item 5-point scales. Responses were collected from a
total of 108 respondents with the help of Google forms. The age group-wise distribution of the
respondents can be seen from the below graph.

3.4.2. Sampling
Sampling Method: Random Sampling method is used for this study.

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Sample Size: The sampling frame taken here is the respondents living in the region of Mumbai
and specifically in the youth in the age group of 24-29 and 18-23 years. OTT platforms have a
growing user base among the youth, which is why the perception of youth is taken into
consideration. Also, the responses would be collected conveniently from the youth for this
project so youth has been taken as the target population. Respondents were invited to participate
in the survey through social networks like LinkedIn, email, whatsapp, instagram, etc. Data
collection took place in the month of April 2020. Data was collected by the researcher involved.

Figure 4: Sample size age wise

The respondents in the above age group mostly consist of students pursuing their post-graduation
and working professionals, all using or have used Amazon Prime Video.

The sampling technique used here is convenience sampling since any available set of
respondents using Amazon Prime Video has been taken from college-going students and
working professionals. The participation of respondents in this study was purely voluntary.

3.4.3. Tools and Techniques used for data analysis

 Analytical tools and techniques
 Charts, ANOVA, regression
 The data collected is duly processed with the help of SPSS and Microsoft Excel

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 3.4.4. Questionnaire Design
The questionnaire was designed by using a survey instrument which included all constructs of
the proposed model in order to investigate the hypotheses of interest. The questions in the survey
are all based on the review of the literature and characteristics of Amazon Prime Video. The
questionnaire consists of brand equity factors and each factor consists of 5 questions that will
help to quantify that particular factor in consideration. Also, it consists of 5 questions that will
help quantify the customer loyalty parameter.

Refer Appendix A for interview questions used for data collection.

3.4.5. Data Collection:

The data for the study was collected through the survey method by passing a questionnaire
amongst the respondents and a total of 108 responses were collected. The population here were
customers who have used or are using Amazon Prime Video. The analysis was done Microsoft
excel.

Factors of brand equity i.e. brand awareness, brand image, perceived quality, and brand loyalty
were measured with 5 items in brand awareness, 5 items in brand image, 5 items in perceived
quality, and 5 items in brand loyalty. All these factors were measured using a 5 point liker scale
with 1 being totally disagreed and 5 totally agreeing. Customer loyalty was measured using 5
items and responses were taken on a 5 point liker scale with 1 being totally disagreed and 5
totally agreeing.

3.5. Hypothesis
The hypothesis observed in this study are as follows:

H01: Brand Awareness has no significant impact on relationship with Customer Loyalty.

H1: Brand Awareness has a significant impact on relationship with Customer Loyalty.

H02: Brand Image has no significant impact on Customer Loyalty.

H2: Brand Image has a significant impact on relationship with Customer Loyalty.

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H03: Perceived quality has no significant impact on relationship with Customer Loyalty.

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H3: Perceived quality has a significant impact on relationship with Customer Loyalty.

H04: Brand Loyalty has no significant impact on relationship with Customer Loyalty.

H4: Brand Loyalty has a significant impact on relationship with Customer Loyalty.

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 4. Data Analysis
4.1. Brand Awareness
The first factor of brand equity i.e. brand awareness is the extent to which the consumer recalls
the brand and in this case, the logo of Amazon Prime Video was shown to the respondents and
their response was taken whether they could recall that is was an Amazon Prime Video logo on a
scale of 5 with 1 being couldn't recall at all and 5 being could easily recall.

The following image was shown:

Figure 5: Logo recall

The results can be seen in the figure below.

Table 1: Logo Recall

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As can be seen, 88% of respondents said that they could recall the logo very well while 13% said
they could recall the logo.

Table 2: Recall analysis

When asked about how familiar they are with Amazon Prime Video as an OTT platform 71% of
the respondents said that they totally agree that they are familiar with Amazon Prime Video as an
OTT platform and 23% said that they agree on the same question as seen in Fig. 2. Purple and
Green colors show totally agree and agree respectively on a 5 point scale.

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Table 3: Recall

The respondents were asked whether they could recall the platform amongst the other OTT
platforms or not and the result can be seen in Fig. 3. They were also asked if they could recall the
content that they have seen on the OTT platform or not and the results can be seen in Fig. 4.
From 108, 60% of the respondents said that they totally recalled the platform amongst other OTT
platforms and 33% said that they recalled the platform amongst other OTT platforms as seen in
Fig. 3. Of 108, 38% of respondents said that they totally recalled the content that they watched
on the platform and 41% said that they agree to recall the content that they have watched on
Amazon Prime Video while there were very few who did not agree on the same.

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Table 4 : Recall

If a brand is the one that we regularly use or is very popular then even if someone talks about it
we immediately recall its logo, its color, and the image, it flashes in our minds. This was asked to
the respondents that if they could recall the brand if someone talks about it or takes its name. Of
108, 54% of respondents were of the opinion that they totally agree that they recall the brand and
31% said that they agree with the statement. So, in all, we can say that 85% of respondents
showed agreement that they recall the brand as soon as they hear its name.

Now if we look at the overall brand awareness score then we can say that it has an impact on the
loyalty of the customers. This forms the basis of the first hypothesis i.e.

H1: Brand Awareness has a significant impact and a significant relationship with Customer
Loyalty.

4.2. Brand Image Perception

Brand image is the perception of the brand in the minds of consumers based on their interaction
with the brand. The questionnaire for brand image perception consists of 5 items and all
responses are taken on a 5 point scale. In this section how the respondents see the platform and
what image it has in their mind, questions have been based upon that.

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Table 5: Brand Image Perception

The responses for the brand image can be seen in figure 6. To identify what respondents, look at
in the brand and how they perceive it their responses were taken on a set of questions such as
using this platform makes mood happy and relaxed, and maximum respondents agreed to it.
They were asked to rate the statement that Amazon Prime Video helps to demonstrate social
status. To this as we can see in Fig. 6 many of the respondents do not agree with this statement.
This shows that respondents don’t feel that Amazon Prime Video demonstrates any social status
and that they buy a subscription for the content and other benefits.

To find what perception do respondents have regarding which type of consumers do the brand
target, they were asked to rate the statement that Amazon Prime Video targets a premium section
of the society on which maximum respondents answered that they disagree with the statement
which shows that respondents don’t think that it has any bias of targeting any type of consumers.
To understand what or when most people use Amazon Prime video or o they feel like watching it
in their free time, they were asked to rate the statement if they prefer watching on the platform
when they are bored or have free time to which majority of people responded they were neutral
about it i.e. neither agree nor disagree and the next majority was of the respondents that agreed
on the statement. The respondents were also asked to rate the statement that if they use the
platform while they are traveling to know if the platform is their first choice to spend their time
when they
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are not doing anything important. To know if they have an image for the brand that they can use
for entertainment while they are traveling to different places. To this 30% of the respondents said
that they agree to the statement and 18% said they totally agree, and 25% were neutral about it.

Now if we look at the overall brand image perception score then we can say that it has an impact
on the loyalty of the customers. This forms the basis of the first hypothesis i.e.

H2: Brand Image has a significant impact and a significant relationship with Customer Loyalty.

4.3. Perceived Quality

Perceived quality can be defined as what the consumers think of the overall quality of the brand
i.e. how superior the brand is in the minds of the consumers or how superior is the service quality
provided by the brand. To know ratings on 5 questions were taken from the respondents and the
Fig. 7 shows how the consumers responded to it.

Table 6 : Perceived Quality

To understand the perception of respondents about the quality of the platform they were asked to
rate the statement that Prime video offers value for the price paid for the subscription, 35%
agreed to the statement, 23% were in total agreement, 33% were neutral i.e. they neither agree
nor disagree, only 8% disagreed and 3% totally disagreed. This tells us that people do believe
that
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prime offers value for money. When asked about the reliability of the platform in terms of
providing good quality content then 20% were in total agreement, 42% were in agreement, 28%
neither agreed nor disagreed, only 1% disagreed and no one was in total disagreement. They
were asked if they feel that it is up to date with the latest content then, 16% were in total
agreement, 41% were in agreement, 35% neither agreed nor disagreed, only 8% disagreed and
only 4% were in total disagreement. When asked to rate the on the application if they feel if it is
user friendly then 30% said that they were in total agreement, 41% said that they agreed, 21%
neither agreed nor disagreed, only 9% disagreed and 3% were in total disagreement.

On the statement that it provides HD content and consumes less internet, 24% were in total
agreement, 42% agreed, 29% were neutral, 9% disagreed, and there no respondents who totally
disagreed.

Now if we look at the overall perceived quality score then we can say that it has an impact on the
loyalty of the customers. This forms the basis of the first hypothesis i.e.

H3: Perceived quality has a significant impact and a significant relationship with Customer
Loyalty.

4.4. Brand Loyalty

Brand loyalty is how loyal the consumers are to the brand because they have positive feelings
towards the brand which causes repeat purchases just because of the brand name. The responses
of the respondents can be seen in Fig. 8.

In brand loyalty, the respondents were asked if they would love to recommend or gift prime
video subscription to their friends or dear ones then 13% said that they were in total agreement
with it, 38% said that they agreed, 37% were neutral i.e. neither agreed nor disagreed, 12%
disagreed, and 6% were in total disagreement.

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Table 7: Brand Loyalty

To the statement that I would rarely switch to other OTT platforms, 5% were in total agreement,
18% were in agreement, 31% were neutral i.e. neither agreed nor disagreed, a majority of them
i.e. 33% disagreed and 18% were in total disagreement. When asked to rate the likelihood of
watching new content on the platform 13% were in total agreement, 40% were in agreement,
31% neither agreed nor disagreed, 18% were in disagreement, and just 2% were in total
disagreement. When asked to rate about being satisfied with the decision of buying the
subscription, 16% were in total agreement, 48% were in agreement, 31% neither agreed nor
disagreed, 8% were in disagreement. When asked to rate the statement that they are loyal
because of the service provided then 18% were in total agreement, 32% were in agreement, 29%
neither agreed nor disagreed, 16% disagreed and 9% were in total disagreement.

Now if we look at the overall brand loyalty score then we can say that it has an impact on the
loyalty of the customers. This forms the basis of the first hypothesis i.e.

H4: Brand Loyalty has a significant impact and a significant relationship with Customer Loyalty.

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 4.5. Customer Loyalty
Table 8 : Customer Loyalty

Customer loyalty is about the overall spending power of the consumer i.e. how much he can
spend. It is all about what the brand can offer them in terms of the regular price, money-saving
offers, and extra services that the brand offers. Fig. 9 shows the responses of the consumers
about customer loyalty.

The respondents were asked to rate the statement that prime is affordable as compared to other
platforms then 18% of them were in total agreement, 33% were in agreement, 27% neither
agreed nor disagreed, 16% were in disagreement, and 10% were in total disagreement. When
asked to rate the statement if the price increases even then they would buy prime then 3% were
in total agreement, 24% were in agreement, 41% neither agreed nor disagreed, 24% were in
disagreement, and 12% were in total disagreement. When asked to rate on the purchase because
of trending content 8% were in total agreement, 42% were in agreement, 36% neither agreed nor
disagreed, 15% disagreed and just 3% were in total disagreement. When asked to rate the
statement that they purchase due to the additional benefits that they get from prime then 34%
were in total agreement, 31% were in agreement, 22% neither agreed nor disagreed, 13%
disagreed and just 5% disagreed. So, we can see that the purchase decision was majorly due to
the additional benefits. When asked to rate the statement if they would renew the subscription
then 26% were in total agreement, 34% were in agreement, 35% neither agreed nor disagreed,
6% were in disagreement and just 4% said that they were in total disagreement.

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Now we will be finding out the most impactful factor from brand equity that has a major impact
on customer loyalty which will lead to repeat purchases. For this regression method will be used.
Also, we will be finding out if there is a significant correlation between the various factors and
customer loyalty.

4.6. Test Analysis

Pearson’s Correlation was applied to the factors of brand equity and customer loyalty.
Correlation is a statistical measure used to find an association between the variables. It gives
information about the magnitude i.e. it tells us how strong or weak is the relationship between
the variables. In this study, we will be comparing all the factors of brand equity with customer
loyalty. The correlation value ranges from -1 to 1. If the value of correlation obtained is 0 then
there is no correlation.

If the value of correlation obtained is negative then there is a negative correlation i.e. a decrease
in one variable will lead to an increase in the other variable and vice versa. If there is a positive
relationship then the increase in one variable will lead to an increase in other variable. The
Pearson correlation for positive values in the range of 0.5 to 1.0 is taken to be a strong
correlation, in the range of 0.3 to 0.49 is taken to be a moderate correlation, 0.1 to 0.29 is taken
as weak correlation, and 0 to 0.09 is taken to be as weak or no correlation. For negative values, -
1.0 to -0.5 is taken as a strong correlation, -0.49 to -0.3 is taken as moderate correlation, -0.29 to
-0.1 is taken as weak correlation and -0.09 to 0 is taken as very weak or no correlation.

The correlation between the factors was found out using SPSS version 22 and the results are
shown in Table 1 below. As can be seen in the table the p-value of all the correlations is .000
which is less than .05, therefore, the correlations are significant but their correlation values are
different. The value of brand awareness and brand image association is .222 and this signifies
that the correlation between them is weak. Similarly, the value of the correlation between brand
awareness and customer loyalty is .364 which signifies that the correlation here is moderate
which tells that an increase in awareness will increase customer loyalty but not by a very high
value. The value of the correlation between brand image association and customer loyalty is .436
which signifies that the correlation here is moderate which tells that an increase in the brand
image will increase customer loyalty but not by a very high value since the relation is moderate.
The value of the correlation between perceived quality and customer loyalty is .627 which
signifies that the correlation here is strong which tells that an increase in awareness will increase
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customer loyalty

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and by a high value. The value of the correlation between brand loyalty and customer loyalty is
.771 which signifies that the correlation here is strong which tells that an increase in awareness
will increase customer loyalty by a high value.

Table 9 : Correlations

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Pearson’s Correlation tells us about the relationship between the variables i.e. how strong or
weak it is but it does not tell which is/are the most important factors that are affecting the
dependent variable. To find this regression model was used to find out the most impactful
variable or variables that have a greater impact on the dependent variables. The regression output
from the SPSS version 22 can be seen in the Tables shown below.

Table 10:ANOVA 1

Anova

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Table 11:ANOVA2

Table 12 : Regression

Coefficients

Unstandardized Standardized
coefficient coefficient
Model B Std Error Beta T Sig.
1 (Constant) -.204 .395 -.518 .606

Brand Awareness .106 .096 .074 1.106 .271

Image .045 .067 .046 .673 .502

Association
Perceived .241 .094 .210 2.565 .012
Quality
Brand Loyalty .629 .081 .600 7.783 .000

2 (Constant) -.168 .390 -.432 .667

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 Brand Awareness .107 .096 .075 1.118 .266

Perceived .254 .092 .221 2.764 .007

Quality
Brand Loyalty .645 .077 .615 8.342 .000

3 (Constant) .150 .267 .560 .576

Perceived .294 .085 .256 3.462 .001

Quality
Brand Loyalty .646 .077 .617 8.354 .000

a. Dependent Variable: Customer Loyalty

In the regression model backward method has been used to eliminate the least impacting
variables. We can see in table 2 that the adjusted R2 value that we got after eliminating the non-
impacting variables is .628 which is a good value. It states that 62.8 i.e. 63% of the variations in
the dependent variable i.e. the Customer loyalty are explained by the independent variables.
From the table, we can see that at first all the variables were taken into consideration, then in the
next step, just 3 in which brand image association was eliminated, and in the last step brand
awareness was also eliminated.

From table 4 it can be seen that the p values of the eliminated variables were greater than the
level of significance and therefore they were eliminated and the final variables that are left are
perceived quality and brand loyalty. From the regression output, we can state that perceived
quality and brand loyalty are the variables that are impacting customer loyalty in the case of the
OTT platform Amazon Prime Video. So the hypothesis H1, and H2 are rejected and H3 and H4
are accepted.

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 5. Findings and Discussion
 The value of brand awareness and brand image association is .222 and this signifies that
the correlation between them is weak.
 The value of the correlation between brand awareness and customer loyalty is .364 which
signifies that the correlation here is moderate. So if the awareness is increased there is a
slight chance that customer loyalty may increase
 The value of the correlation between brand image association and customer loyalty is
.436 which signifies that the correlation here is moderate. So customer loyalty may
improve with improve in brand image
 The value of the correlation between perceived quality and customer loyalty is .627
which signifies that the correlation here is strong. Thus is the awareness or perception is
good it will improve customer loyalty
 The value of the correlation between brand loyalty and customer loyalty is .771 which
signifies that the correlation here is strong which tells that an increase in awareness
leading to loyalty with the brand it will increase customer loyalty by a high value.
 It can be stated that perceived quality and brand loyalty are the variables that are
impacting customer loyalty in the case of the OTT platform Amazon Prime Video.
 It is clear that brand image and brand awareness ultimately affect the customer loyalty
with respect to Amazon Prime Video. There may be more factors affecting the tests
which can be examined in further studies.

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 6. Conclusion
As seen from the findings the important factors that are affecting the dependent variable are
perceived quality and brand loyalty. In today's digital age many people are connected to the
internet which enables them to access a wide variety of content for their entertainment. The same
thing goes with the case of OTT platforms. There are many OTT platforms available today that
are providing value to their customers in terms of regional content, low price benefits, extra
value- added services, etc. This study not only examines the factors that are responsible for
Amazon Prime Video’s success but also examines the benefits that the people are looking for in
an OTT platform. So, with this study, the other OTT platforms can also gain an insight into what
makes Amazon Prime Video successful and can use this to step up their strategy or implement
the necessary changes.

From this study, we found that brand loyalty and perceived quality are the factors that are most
impacting customer loyalty. The major points identified that makes Amazon Prime Video
successful are that it provides up to date content to the viewers, its price is low with respect to
other OTT platforms, and that it provides value for money to its viewers. The value here
observed is in terms of the extra value-added services that Amazon Prime subscription provides
like free and quick delivery of good shopping from the Amazon app, early access to various
sales, access to Amazon prime music, etc. These are the points that are identified that lead to
repeat purchases among the customers. The other identified points are that people believe that it
provides HD content even by consuming less amount of internet which leads to using the app
while traveling when there is no wifi connection available and even when they are bored. These
services helped Prime Video to build brand loyalty and a good perceived quality amongst its
customers which ultimately lead to customer loyalty.

For the other OTT platforms, they can leverage these points i.e. concentrating their efforts more
on brand loyalty and perceived quality aspect to gain a greater share of the online streaming
media content market.

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 Appendices
The questionnaire which was used for the survey:

1. Name
2. Age
3. Have you ever used or purchased an Amazon Prime Video subscription? (It's okay even
if you have used your friend's subscription)

Brand Equity:
Looking at the picture above, how well could you recall the ott platform shown in the picture

(Rate on the scale of 5, with 1= Couldn't recall at all and 5= Could recall very well)

Please rate the following statements on a scale of 5 with 1= Totally Disagree, 2= Disagree, 3=
Neutral, 4= Agree, 5= Totally agree.

1. I am familiar with Amazon prime video as an ott platform to stream movies and web series
2. I could recognize Amazon prime video amongst other ott platforms as well
3. I could recall the content I've streamed on the platform
4. I can quickly recall the logo and color of the amazon prime video as soon as I hear its name

Please rate the following statements on a scale of 5 with 1= Totally Disagree, 2= Disagree, 3=
Neutral, 4= Agree, 5= Totally agree

1. This platform makes my mood happy and relaxed

2. Having a Prime subscription helps demonstrate a social status
3. It targets the premium section of the society
4. I prefer watching on prime video whenever I am free or am bored
5. I use it while I am traveling to pass the time.

Please rate the following statements on a scale of 5 with 1= Totally Disagree, 2= Disagree, 3=
Neutral, 4= Agree, 5= Totally agree

1. Prime video offers value for the price paid for a subscription
2. I believe it's a reliable platform with good quality content
3. It's up to date with the latest content

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 4. The application is user friendly and has a good user interface
5. Provides HD quality video content and consumes less internet

Please rate the following statements on a scale of 5 with 1= Totally Disagree, 2= Disagree, 3=
Neutral, 4= Agree, 5= Totally agree

1. I would love to recommend/gift Prime video to my dear ones

2. I would rarely switch over to other ott platforms other than prime video
3. The likelihood that I'll watch some new content on prime video is high 4. I am satisfied
with my decision to buy a Prime video subscription 5. I am loyal to prime video because I
am happy with the service provided

Please rate the following statements on a scale of 5 with 1= Totally Disagree, 2= Disagree, 3=
Neutral, 4= Agree, 5= Totally agree

1. I purchased a Prime video subscription because I feel its affordable as compared to other
ott platforms
2. Even if the price of the subscription increases I'll still purchase it
3. I like to purchase a prime video subscription because it has a trending content
4. I like to purchase a prime video subscription because of the other additional benefits that
I get like prime music, prime delivery, etc.
5. I would renew my subscription after it gets over

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 Plagiarism Report
Introduction and Literature Review

Research Methodology and Data Analysis

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