2018 - Praveen4 - JETIR

© 2018 JETIR October 2018, Volume 5, Issue 10 www.jetir.
org (ISSN-2349-5162)
INFLUENCE OF PRODUCT INVOLVEMENT,

BRAND TRUST AND CUSTOMER
SATISFACTION ON BRAND RESONANCE WITH
SPECIAL REFERENCE TO ROYAL ENFIELD
BIKE OWNERS.
Praveen Kumar
Ph.D. Scholar in Business Administration
School of Management
Annamalai University
Annamalainagar,Tamilnadu, India
Dr. J. Tamil Selvi

Associate Professor
School of Management
Annamalai University
Annamalainagar,Tamilnadu ,India
Dr. R.Arulmoli
Professor & Head, Anatomy unit
Faculty of Medicine
AIMST University
Semeling, Kedah
Malaysia
Abstract
Brand Resonance is the only tool for any company to survive in a severe competition. Brand
helps in creating relationship between consumer and manufacturer. In this paper, the influence of product
involvement, brand trust and customer satisfaction on brand resonance among Royal Enfield bike owners in
south Chennai city is studied.
Data was collected through standardized questionnaire from 150 Royal Enfield bike owners
from the south Chennai city of India. The study concludes that there is strong positive influence of product
involvement on brand resonance factor. The study result provides a better understanding of brand
Resonance among customers for companies and the part played by each element in the progress of brand
resonance.
Introduction
According to Laroche (1996) the consumer confidence in brand evaluation is one of the key
determinants in purchase intention. The familiarity in brand influences customer confidence towards the
JETIR1810624 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 114
© 2018 JETIR October 2018, Volume 5, Issue 10 www.jetir.org (ISSN-2349-5162)
brand which affect the buying behaviour of the consumer. Furthermore the customer’s attitude towards a
brand affects the familiarity of the brand.
Branded products have higher quality than the unbranded products and hence brand names are
effective signal for the consumers to select the product. In addition, consumers who believe this concept
accept that branded products have good quality claim. This can be achieved by firms by advertising and
promotional efforts so that the product can be positioned by the consumers as known and unknown brands.
Brand resonance reveals the extent of the relationship and the extent to which consumers feel that
they are in sync with the brand they use. The last step in the brand equity pyramid model focuses on the
final relationship and the nature of identification that the customer have with the product or brand they use.
Objectives of the study:

1. To find out the demographic influence on product involvement.
2. To identify the influence of product involvement, brand trust and customer satisfaction on brand
resonance.
Review of Literature
Product Involvement
The product involvement construct was linked to marketing and consumer behaviour (Krugman, 1967)
and measurement of involvement with advertising (Michaelidou and Dibb, 2006). According to Miller
and Marks (1996), product involvement is an on-going commitment on the part of the customer with regard
to their thought, feeling, and behavioral response to their favourite product. Richins and Bloch (1986)
explored that customers with high product involvement would find their favourite products interesting and
this would help the customer to buy the product. According to Cheung, Lee and Jin (2011) the consumer
brand engagement for online community had a positive product involvement.
Brand Trust
According to Kotler (2012), Brand refers to name, sign, symbol or design or the combination of all which
identifies the product category and makes it different from the competitor. Assael (1998) explored in their
study that brand trust is a cognitive component of the behaviour of the consumers. Rai and Medhna revealed
in their study that brand trust is the expectation of the agents involved in a transaction and the risk related to
the expectation and behaviour of the consumer.
Customer Satisfaction
Safiek Mokhlis (2012) evaluated in their research that gender have significant influence on service quality
perception and various factors of service quality. Munusamy Chelliah and Mun (2010) in their study on
business to consumer type of environment concluded that consumer responsiveness have high influence on
consumer satisfaction. Angulo L.F and Rialp (2007) analyzed in their research paper that companies follow
either increasing customer satisfaction or increasing brand value.
Brand Resonance
Shieh Hwai –Shuh and Lai Wei-Hsun (2017) revealed in their study that five dimensions of brand resonance
factor are positively related to brand experience. According to Hasnizam Shaari, Intan Ahmad (2017) brand
trust and brand community have high influence in determining the behaviour of the customers. According to
Ebru Gokaliler and Ayda Sabuncuoglu (2012) explored in their research that youth social media have
greater influence on Starbucks brand resonance.
Theoretical Framework:
The schematic diagram below shows that there are three independent variables for the study of product
involvement, i.e. brand trust and customer satisfaction and the dependent variable is brand resonance.
Product
Involvement
Brand
Brand Trust Resonance
Customer
Satisfaction
Research Methodology:
The study is based on the primary data collected through well framed and structured questionnaire to ensure
good considered opinion of the respondents. This study explored the Royal Enfield bike owners of south
Chennai city. Due to financial constraints the study covers only the south Chennai city and convenient
sampling method was adopted. A total of 150 respondents were chosen from different age group and with
help of structured interview, the information was gathered. The survey was conducted during the three
months period from February 2018 to May 2018.The interview schedule has 60 questions divided into four
sections namely product involvement, Brand trust, Customer satisfaction and Brand resonance and fifth
section representing personal information of the respondents.
Research Design:
Research Design: Descriptive research

Data source: Primary data
Research Instrument: Questionnaire
Sample plan:
Sampling Design: Convenient sampling
Sample size: 150
Sample location: South Chennai city
Product Selection
Royal Enfield is a trusted name which always comes first in the mind of a person who wishes to buy a
motor bike with traditional features and reliable technology. Royal Enfield was established in India since
1955 and for the past 60 years it has become a trusted name in the two wheeler sector. Most of the
customers prefer this motor bike because they think it as their pride to own it and the price of the product
starts from 1.09 lakhs to 4.25 lakh rupees. Hence the researcher has selected the Royal Enfield bike as the
brand to be studied in two wheeler segment as Royal Enfield has official brand community and active
movement of Riders Mania event conducted every year.
Data Analysis and Interpretation

Table 1: One way ANOVA analysis for owners’ opinion towards product involvement with respect to
education
Education N Mean SD F p
School level 14 4.2292 .38131
Graduate 36 4.7313 .58069
Postgraduate 56 4.4035 .51484 18.866 0.001
Professional 44 4.3096 .44690
Total 150 4.4797 .54578
Source: primary data
Ho: There is no significant difference towards product involvement with respect to education of the
owners of Royal Enfield.
It is reveals from the above table mean, standard deviation scores and ‘F’ value of owners’ opinion
towards product involvement on the basis of education of the Royal Enfield owners. With regard to
education group, the result shows that ‘school level’, ‘graduate’, ‘postgraduate’ and ‘professional’ of
education group of owners have obtained mean scores as 4.2292, 4.7313, 4.4035 and 4.3096. It is clearly
exposed from the above table that there is much difference among the Royal Enfield owners’ education
group. Further, the standard deviations also show that there is much difference. The obtained ‘F’ value is
18.866 and the ‘p’ value is 0.001. The result shows that there is significant difference among education
groups of Royal Enfield owners towards product involvement.
Occupation
Occupation N Mean SD F p
Salaried 42 4.2476 .46991
Self employed 35 4.3949 .46238
Professional 61 4.7287 .57025 21.467 0.001
Student 12 4.6875 .60177
Total 150 4.4797 .54578
Ho: There is no significant difference towards product involvement with respect to occupation of the
towards product involvement on the basis of occupation of the Royal Enfield owners. With regard to
occupation group, the result shows that ‘salaried’, ‘self employed’, ‘professional’ and ‘student’ of
occupation group of owners have obtained mean scores as 4.2476, 4.3949, 4.7287 and 4.6875. It is clearly
exposed from the above table that there is much difference among the Royal Enfield owners’ occupation
group. Further, the standard deviations also show that there is much difference. The obtained ‘F’ value is
21.467 and the ‘p’ value is 0.001. The result shows that there is significant difference among occupation
groups of Royal Enfield owners towards product involvement.
Income
Income N Mean SD F p
Up to Rs.30000 7 4.2208 .33312
Rs.30001-Rs.60000 23 4.2091 .41881
Rs.60001-90000 44 4.7789 .57931 30.954 0.001
Above Rs.90001 76 4.4188 .49138
Total 150 4.4797 .54578
Ho: There is no significant difference towards product involvement with respect to income of the
towards product involvement on the basis of income of the Royal Enfield owners. With regard to income
group, the result shows that ‘up to Rs.30000’, ‘Rs.30001-Rs.60000’, ‘Rs.60001-90000’ and ‘above
Rs.90000’ of income group of owners have obtained mean scores as 4.2208, 4.4188, 4.7789 and 4.2091. It
is clearly exposed from the above table that there is much difference among the Royal Enfield owners’
income group. Further, the standard deviations also show that there is much difference. The obtained ‘F’
value is 30.954 and the ‘p’ value is 0.001. The result shows that there is significant difference among
income groups of Royal Enfield owners towards product involvement.
Table 4: Multiple regression analysis for influence of product involvement, brand trust and customer
satisfaction on brand resonance
Model Summary
Std. Error
Adjusted of the
R R Square R Square Estimate F p
0.966 0.933 0.932 0.14230 1879.373 0.001
Coefficients
Un standardized Standardized
Coefficients Coefficients t p
S.No. Variables Std.
B Error Beta
Constant 0.397 0.063 6.329 0.001
1 Product Involvement 0.694 0.029 0.692 23.983 0.001
2 Brand Trust 0.195 0.025 0.178 7.929 0.001
3 Customer Satisfaction 0.160 0.025 0.144 6.330 0.001
Dependent: Brand Resonance Source: primary data
Ho: There is no influence of product involvement, brand trust and customer satisfaction on brand
resonance.
The multiple regression analysis has been carried out for the data considering brand resonance as a
dependent variable and the remaining three independent variables i.e., product involvement, brand trust and
customer satisfaction. The reaction of the owners and effect of the independent variables over brand
resonance have been studied by the multiple regression analysis. The result of the analysis and computations
are given in table.
The F value obtained for the analysis is 1879.373which is significant at one percent level. Hence the
assumed regression model may be considered as a good fit. The value of R2 is 0.933 and implies that 93.3%
of profit owners are influenced by the above three variables.
Considering the significant individual regression coefficients, it is seen that the variables product
involvement (Beta – 0.694, t – 23.983, P – 0.001), brand trust (Beta – 0.195, t – 7.929, P – 0.001) and
customer satisfaction (Beta –0.160, t – 6.330, P – 0.002), are having effect over the brand resonance.
The regression equation derived is as follows:
Brand Resonance = 0.397 + 0.694 (Product Involvement) + 0.195 (Brand Trust) + 0.160 (Customer
Satisfaction)
It is inferred that to have one unit increase in brand resonance, product involvement to be increased
by 69 percent when all other variables are held constant. Similarly to have 1 unit increase in Brand
resonance, brand trust by 18 percent and Customer satisfaction by 16 percent.
The analysis found that there is influence of product involvement, brand trust and customer
satisfaction on brand resonance. And that product involvement is highly influencing in creating brand
resonance than brand trust and customer satisfaction.
Findings
 There is significant difference among education groups of Royal Enfield owners towards product
involvement. It shows graduates and post graduates have much involvement towards Royal Enfield
bikes.
 There is significant difference among occupation groups of Royal Enfield owners towards product
involvement. The professional people and students are found to have greater involvement toward the
product when compared with salaried and self-employed.
 It is found that there is significant difference among income groups of Royal Enfield owners towards
product involvement. People who earn 60000 – 90000 and above 90000 are having higher
involvement towards Royal Enfield bike.
 The analysis found that there is influence of product involvement, brand trust and customer
satisfaction on brand resonance. Product involvement is having higher impact on brand resonance.
Conclusion
The results show that there is higher influence of product involvement on brand resonance of Royal
Enfield bike owners. So it is concluded that the company should focus more on product involvement factors
in order to retain their consumers. At the same time there is lower influence on brand trust and customer
satisfaction on brand resonance when compared with product involvement. This reveals that only when the
customers show involvement to the product they indulge in collecting and reading about the brand. Also
only if they have greater involvement towards the product they engage in participating in the brand
community get them engaged and thereby increase the brand resonance. This study concludes that the
manufacturer should concentrate on factors like creating brand trust and customer satisfaction in order to
attain the brand resonance to the Royal Enfield bike owners.
References:
1. Angulo, L. F. & Rialp, J. R. (2007). The interplay between cumulative customer satisfaction and brand
value: its effect on cash flow, ROI and Tobin's Q. In Working paper, University of Barcelona.
2. Assael, Henry (1998).Consumer Behavior and Marketing Action. 6 th Ed.
New York South Western College Publishing.
3. C.M.K. Cheung, M.K.O. Lee, X.L. Jin, “Customer Engagement in an Online Social
Platform: A Conceptual Model and Scale Development,” Online Communities and Digital
Collaborations, Thirty second International Conference on Information Systems, Shanghai, 2011.
4. Ebru Kabadayi and Kocak Alan (2012) ”Brand Trust and Brand Affect”. Journal of Global Strategic
Management | V. 6 | N. 1 | 2012-June | isma.info | 80-88 | DOI: 10.20460/JGSM.2012615788.
5. Kotler, Philip (2003). Marketing Management,11th Ed., New Jersey. Prentice Hall International.
6. Krugman HE (1967). The measurement of advertising involvement. Public Opinion. Q., 30(4): 583-596.
7. Laroche ,Michel Kim ,Chankon and Lianxi (1996), ”Brand familiarity and confidence as Determinants of
Purchase Intention :An Empirical Test in Multiple Brand Context”, Journal Of Business Research
,Vol37,p115-120
8. Michaelidou N, Dibb S (2006), “Product involvement: An application in clothing”, Journal of
Consumer Behaviour, 5(5): 442-453.
9. Miller DW, Marks LJ (1996), “The moderating effects of enduring involvement on imagery
evoking advertisements”, American Marketing Association, pp. 121-128.
10. Richins ML, Bloch PH (1986), “After the new wears off: the temporal context of product
involvement”, Journal of Consumer Research, 13(2): 280-285.
11. Safiek Mokhlis (2011), “The Influence of Service Quality on Satisfaction: A Gender Comparison”.
Public Administration Research; Vol. 1, No. 1; 2012 ISSN 1927-517x E-ISSN 1927-5188
12. Shieh Hwai –Shuh and Lai Wei-Hsun (2017) “The relationships among brand experience, brand
resonance and brand loyalty in experiential marketing”. Journal of Economics & Management,Vol 28,
2017.
13. Rai , A. K., &Medha, S. (2013). The antecedents of customer loyalty: An empirical investigation in life
insurance context. Journal of Competitiveness , 5 (2), 139 - 163
14. Jayaraman Munusamy, Shankar Chelliah and Hor Wai Mun (2010)Service Quality Delivery and Its
Impact on Customer Satisfaction in the Banking Sector in Malaysia. International Journal of Innovation,
Management and Technology , Vol. 1, No. 4, October 2010 ISSN: 2010-0248.
QUESTIONNAIRE
TO STUDY THE INFLUENCE OF PRODUCT INVOLVEMENT, BRAND TRUST AND
CUSTOMER SATISFACTION ON BRAND RESONANCE WITH SPECIAL REFERNCE TO
ROYAL ENFIELD BIKE OWNERS.
PART I
Demographic Profile
Name:
Phone number:
Email Id:
1. Gender : Male Female
2. Age : Below 20 20-30 30-40
40-50 Above 50
3. Place of residence: Urban Semi urban Rural
4. Marital status : Single Married
5. Family type : Joint Family Nuclear
6. Occupation : Salaried Self employed Student
Professional Housewife
7. Monthly income : Below Rs.20000 Rs.20001-30000
Rs.30001-40000 Above Rs. 40000
8. Educational Qualification: School level Graduate level
Post graduate level Professional
9. Family size : 1-3 4-6 Above 6
10 Brand Trust
1 I have good trust on Royal Enfield brand

2 I rely on Royal Enfield brand
3 Royal Enfield is an honest brand
4 Royal Enfield brand meets my expectations
5 Royal Enfield brand makes me feel safe
11 Customer Satisfaction
1 I am satisfied with my own decision to buy Royal

Enfield brand
2 I think that I did the right thing when I use Royal
Enfield brand
3 My choice to use Royal Enfield brand has been a
wise one
4 Royal Enfield brand does a good job of satisfying my
needs
5 The brand met my expectations during the last use
experience
12 Product involvement
I would be interested in reading about Royal Enfield
2
product
I would read a consumer reports articles about Royal
3
Enfield product
I have compared product characteristics among
4
brands
I think there are a great deal of differences among
5
brands
13 Brand Resonance Factors

Brand Loyalty
1 I consider myself to be loyal to Royal Enfield brand.
2 I feel Royal Enfield is the only brand of Royal Enfield

product I need.
3 I feel Royal Enfield is only brand of Royal Enfield
product
4 I love to buy.
5 When buying product Royal Enfield brand will be my

first choice.
14 Brand Attachment
1 I really love Royal Enfield brand
2 I will really miss if Royal Enfield brand is unavailable

in the market.
3 I feel good whenever I use to ride Royal Enfield
brand.
4 Royal Enfield brand makes me happy.
5 Royal Enfield brand gives me ultimate pleasure.

15 Sense of Brand Community
1 I belong to the club with other users of Royal Enfield

brand.
2 I can have a deeper connection with others who use
Royal Enfield brand.
3 I feel proud to be member of Royal Enfield brand
community officially.
4 I can identify the people who use Royal Enfield brand.
5 I will participate every year in Riders Mania event

organized by Royal Enfield brand.
16 Active Engagement
1 I am interested in learning more about Royal Enfield

brand.
2 I regularly seek news and information about Royal
Enfield brand.
3 I would be willing to pay a premium price for Royal
Enfield brand
4 I like to visit the website of Royal Enfield brand
whenever I am free.
5 Unlike others, I follow campaigns and trip stories
about Royal Enfield brand closely.

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© 2018 JETIR October 2018, Volume 5, Issue 10 www.jetir.

INFLUENCE OF PRODUCT INVOLVEMENT,

Dr. J. Tamil Selvi

Objectives of the study:

Research Design: Descriptive research

Data Analysis and Interpretation

1. Gender : Male Female

2. Age : Below 20 20-30 30-40

3. Place of residence: Urban Semi urban Rural

4. Marital status : Single Married

5. Family type : Joint Family Nuclear

6. Occupation : Salaried Self employed Student

7. Monthly income : Below Rs.20000 Rs.20001-30000

Rs.30001-40000 Above Rs. 40000

8. Educational Qualification: School level Graduate level

Post graduate level Professional

9. Family size : 1-3 4-6 Above 6

1 I have good trust on Royal Enfield brand

1 I am satisfied with my own decision to buy Royal

13 Brand Resonance Factors

2 I feel Royal Enfield is the only brand of Royal Enfield

5 When buying product Royal Enfield brand will be my

2 I will really miss if Royal Enfield brand is unavailable

5 Royal Enfield brand gives me ultimate pleasure.

1 I belong to the club with other users of Royal Enfield

5 I will participate every year in Riders Mania event

1 I am interested in learning more about Royal Enfield

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