FACTORS DETERMINING BRAND RESONANCE OF APPLE IPHONE

Building brand resonance in a competitive market can play an active role in the modern marketing arena. It is now widely acknowledged by companies and business enterprises that strong brand resonance will create a competitive advantage in the marketplace that will enhance their overall reputation and credibility.Brand resonance depends on a systematic understanding of the company’s consumers, competitors, and marketing environment. Brand resonance is based on appropriate identity that needs to reflect the marketing strategy and the firm’s willingness to invest in the programs needed for the brand to live up to its promise as well as commitment to consumers. Strong brands take pleasure in consumer loyalty, the possibility to charge premium prices, and extensive brand power to hold up new product and service launches. Companies and business enterprises need to have careful as well as systematic understanding of consumer beliefs, behaviors, product or service characteristics as well as attributes and rivals.The continuous technological innovation creates a competitive scenario where brand loyalty is nullified with the uninterrupted inflow of competitive product varieties and models and the brand resonance effect in terms of relationship that a consumer has with the product and the extent to which consumers feel that they are in „sync‟ with the brand gets alleviated. Brand resonance refers to the nature of heightened brand-centric relationships and is characterized by intense psychological attachment with a brand as well as active, volitional behavior directed toward the brand's benefit.Mobile Users are very interested and eager to purchase Applei phone. This research is analysed the customer perception towards applei phone.


INTRODUCTION
Building brand resonance in a competitive market can play an active role in the modern marketing arena. It is now widely acknowledged by companies and business enterprises that strong brand resonance will create a competitive advantage in the marketplace that will enhance their overall reputation and credibility.Brand resonance depends on a systematic understanding of the company's consumers, competitors, and marketing environment. Brand resonance is based on appropriate identity that needs to reflect the marketing strategy and the firm's willingness to invest in the programs needed for the brand to live up to its promise as well as commitment to consumers. Strong brands take pleasure in consumer loyalty, the possibility to charge premium prices, and extensive brand power to hold up new product and service launches. Companies and business enterprises need to have careful as well as systematic understanding of consumer beliefs, behaviors, product or service characteristics as well as attributes and rivals.The continuous technological innovation creates a competitive scenario where brand loyalty is nullified with the uninterrupted inflow of competitive product varieties and models and the brand resonance effect in terms of relationship that a consumer has with the product and the extent to which consumers feel that they are in "sync" with the brand gets alleviated. Brand resonance refers to the nature of heightened brand-centric relationships and is characterized by intense psychological attachment with a brand as well as active, volitional behavior directed toward the brand's benefit.Mobile Users are very interested and eager to purchase Applei phone. This research is analysed the customer perception towards applei phone.

Wasip bin latif et al(2014) Building Brand
Resonance in a Competitive Environment: A Conceptual Model.Advances in Environmental Biology, 8(9) Special 2014, Pages: 593-600. Based on a comprehensive review of several earlier works, here we propose a plausible framework for building brand resonance in sequential order, namely, awareness of the brand, association of the brand, superiority of the brand, affection of the brand and brand loyalty. We suggest that these activities could play an important role in creating brand resonance among consumers. As a whole, based on the existing literatures, we have tried to provide a comprehensive view on the imperative components of brand resonance for building brand resonance in a competitive market.

UmeshRamchandraRaut(2016)
Implication of brand resonance model to construct the relationship in retail: conceptual approach. IJMRR. Vol 6. Issue 2. The objectives of development of relationship between customers and retail store, first retailers need to understand the importance of many factors, which influence relationship between customers and stores such as awareness, performance, image, judgment and feelings. With the help present study we can say that, implementation of store loyalty programs is not only the best way to gain a loyalty and not always this loyalty will transform in to strong relationship between customers and stores.

VishagBadrinarayanan(2016)
Brand resonance in franchising relationships: A franchisee-based perspective. Journal of Business Research 69 (2016) 3943-3950. The formation of brand-centric relationships between franchisors and franchisees is of utmost importance to the success of franchising endeavors. This study offers a parsimonious framework of the antecedents of brand resonance in franchising relationships and test hypothesized relationships from the franchisee's perspective using data collected from business format franchisees in South Korea. Results demonstrate that franchisor's knowledge specificity, franchisor's trade equity, and franchisee's trust in franchisors are instrumental in the formation of brand resonance. Implications for researchers and practitioners as well as directions for future research are offered Resonance. International Journal of Innovation, Management and Technology, Vol. 8, No. 6, December 2017. Customer-Based Brand Equity Pyramid developed by Keller under two major components i.e. emotional and rational route to brand relationship building to make strong connections between the consumer and the brand and which characterizes the brand resonance. The methodology applied for the research was primarily based on scale development of the independent and dependent variables. The probability factor in dependent value was more appropriate for logistic regression to test the hypotheses. The findings of the research contributed to the theory of brand resonance in relation to innovation strategy for the product categories where the deciding factor of the success is to adapt the technology within competitive innovation framework in a given time period.

Kavitha M, (June/2017)A Study Of Customer Perception Of Youth Towards Branded Fashion
Apparels In Chennai City.International Journal of Applied Business and Economic Research, Vol.15 (2017). ISSN : 0972-7302. The main purpose of this paper is to study & analyze the brand preference of youth in buying branded apparels in Chennai city and to find the factors which influence the buying behavior of youth for branded apparels. The researcher applied simple random sampling method collect 500 respondents from different customers. This research finds that the customer of youth gets more satisfaction and convenient when they use the branded apparels. The only reason to attract this is branded stores are offering exclusive apparels with good quality and reasonable price. The main aim of this study is analyse the green marketing in food industry and its impact on health issues ofconsumers. The researcher used one way anova to find the result. There is a negative relationship between green foods and health issues. The consumers used green foods the feel there is no health issues and vice-versa. Finally, it concludes that most of the consumers are using organic/green foods for avoid the health issues.

UmeshRamchandraRaut et al(2019) Analysis of Brand
Resonance Measures to Access, Dimensionality, Reliability and Validity. International Management Institute. The aim of the present study is to analyse. brand resonance measures to assess reliability, dimensionality and validity using existing models of brand resonance. This study initiated scale extraction and operationalization processes for 72 observed variables to measure nine latent variables and obtained 34 statistically extracted observed variables. The study provides a reliable and validated means to measure brand resonance constructs. The study develops a brand resonance scale, which can help brand managers to measure consumers' levels of brand resonance, in order to describe the strength of the bond of their consumer with their brand(s). This study develops empirically extracted measures of brand resonance, making it distinctive in the branding literature. The study also ensures all important aspects of measurement scale, such as validity and reliability.

OBJECTIVES OF THE STUDY
To study the customer perception towards applei phone To find the factors determining brand resonance of applei phone

HYPOTHESES OF THE STUDY
There is no significant difference among the customer perception towards applei phone There is no significant influence among the factors determining brand resonance of applei phone

ANALYSIS AND DISCUSSION
In this research the researcher finds the brand resonance and customer perception towards apple iphone. To find the perception of customers the researcher used frequency analysis. The results are shown below   The customer perception consist of six variables and it subsequent influence over brand resonance is measured through linear multiple regression analysis. The results are presented below   and Quality(Beta=.013, t=.427, p=.000) are statistically significant at 5% level. This indicates that the customers are very much interested the apple iphone are brand loyalty and status.

FINDINGS ABD CONCLUSIONS
Apple Inc is the most valuable company in the history of the world. Apple Inc created a lot of revolutionary products like Macintosh, iPod, iPhone, iPad, and Apple watch. Nowadays apple iphone is the fast moving mobile product. The researcher finds the customer perception and brand resonance of applei products.
The customers are preferred the apple iphone for various reasons. There are brand loyalty, high technology, good features, quality, and status and customer satisfaction. The most attracted variables are status and brand loyalty. This will create the brand resonance to the concern products. Finally, it concludes that the customers are admired by attractive features and they feel the price is more compared with other branded products. The marketers are produced the products in future with affordable price which will be used by lower income group also.