ISSN 2319 – 1953
International Journal of Scientific Research in Computer Science Applications and Management Studies
Brand Resonance of Royal Enfield Bike Owners
in Puducherry
Dr. J.Tamilselvi, A. Praveen kumar
Assistant Professor, Department of Business Administration, Annamalai University
Ph.D., Research Scholar, Department of Business Administration, Annamalai University
selviseenu@gmail.com
Abstract- In marketing a product, brand name plays a
major role for selling the product and most important
tool for whole product personality. For achieving brand
promotion of the various products, the marketers
should realise that the consumers are extremely brand
conscious. Hence the marketers must create a strong
brand image in the minds of a customer that results in
brand association. This positive brand image created by
marketers helps the consumer in the evaluation of the
product quality. The relationship between various
resonance dimensions and overall brand resonance of
Royal Enfield bike owners are identified using
correlation analysis for sample strength of 100 owners
of Royal Enfield. Brand resonance is classified into four
dimensions like brand loyalty, brand attachment, sense
of brand community and active engagement.
Key Words: Brand Resonance, Brand Loyalty, Brand
Attachment
I. INTRODUCTION
A brand is defined as name or symbol, term,
design or combination of all which is required to
identify the goods and services of one seller to
another seller and to differentiate uniquely from the
competitors. Branded products have higher quality
than the unbranded products and hence brand names
are effective signal for the consumers to select the
product. Furthermore 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.
The brand managers should convince the
customers about the meaningful differences among
brands. Customers will not think that all the brands in
the category are merely same. Establishing a unique
brand image in consumer’s memory by adopting a
strong, favorable and unique brand association helps
in creating brand awareness to build strong customer
based brand equity.
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II. THEORETICAL BACKGROUND AND LITERATURE
REVIEW
According to Keller (2003) a brand is more than a
product because it has many dimensions that can
differentiate in a unique way from other products to
satisfy the needs of the consumer. Keller (2003)
states that Customer based brand equity occur when
the customers have a high level of brand knowledge
and familiarity with the brand and strong favorable
unique brand association in their memory. In some
situation, brand awareness alone is strong enough to
create favorable consumer response, for e.g. in low-
involvement decision making process when
customers are willing to select their choice with their
familiarity to the product or services. However, in
most other cases, the strength of the brand,
favorability and uniqueness of brand association
plays an important role in determining the differential
response of the consumer that create brand equity. If
the consumers think that the brand is only
representative of the product or service category, then
the consumer will respond as if the offering is
unbranded.
Brand Resonance
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. For
example, the brands with high brand resonance like
Harley Davidson, Apple and Royal Enfield bike.
Brand resonance generally states the intensity or the
depth of the psychological bonding of the consumer
with their product or brand they use as well as the
nature of activity engendered by this brand loyalty
(repeat purchase rates and the extent to which the
consumer gets the information, event details from the
other users). The brand resonance is divided into four
sub dimensions namely, Behavioral loyalty,
Attitudinal attachment, Sense of brand community
and Active engagement.
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 ISSN 2319 – 1953
International Journal of Scientific Research in Computer Science Applications and Management Studies

Behavioral loyalty describes in terms of repeat
purchase of the consumer and the amount or share of
category volume attributed towards the brand, that
is, how the consumer share the category
requirements,for example how many times the
consumer buy the brand and how much amout they
purchase. In order to achieve brand resonance, it
requires a strong personal attachment of the
consumer. Consumer should think beyond having a
positive attitude to see the brand as something
special to them in a broader concept. For example, if
the consumer with more attitudinal attachment
decribes that they love the brand and tells that it is
their favourite brand or product to buy and also they
express pleasure to buy the brand.
The consumer can view the brand on broader
concept by conveying the community attachemnt.
Identification of the consumer with a community
attachment may reflect an important social
networking in which consumers feel a kinship or
affiliation with other conusmers associated with the
product, whether fellow product owners or
consumers , or employees or representatives of the
organisation. A brand community can be either
online or offline mode.
Finally brand loyalty occurs when the consumers
are actively engaged or invest their valuable time,
hard earned money, valuable energy and various
IV. ANALYSIS AND DISCUSSIONS
TABLE 1: ROYAL ENFIELD BIKE OWNER’S OPINION TOWARDS BRAND LOYALTY
other resources for their favorite product or brand
beyond the expected purchase intention or
consumption of the product.
Objectives of the Study
 To study the various dimensions of Brand
resonance
 To find out the brand resonance of Royal
Enfield bike
 To find out the relationship between
dimensions and overall brand resonance
III. METHODOLOGY
Research Design: Descriptive research design is
adopted for the present study.
Sampling Design: Royal Enfield bike owners are
selected by convenience method and a sample of 100
owners are taken for the study.
Data collection tool: Data is collected using
interview schedule with the help of a developed
questionnaire. The questionnaire consists of 2
sections. First section with demographic details and
the second specific section include 30 statements
measuring the four dimensions of resonance (6
statements each) and 6 statements for measuring
overall brand resonance.

Std.
Statements Mean Deviation
I feel Royal Enfield is the only brand of Royal Enfield product I need. 4.14 0.970
When buying product Royal Enfield brand will be my first choice. 4.12 1.157
I wouldn’t mind even the price of Royal Enfield brand is higher than other
4.04 1.355
brands of Royal Enfield product that offer similar features.
If Royal Enfield brand is unavailable I won’t buy another brand. 3.64 1.409
I feel Royal Enfield is only brand of Royal Enfield product
3.51 0.965
I love to buy.
I consider myself to be loyal to Royal Enfield brand. 3.45 0.924
Source: primary data

Brand loyalty is assessed with six items in the five Brand loyalty. The statements that Royal Enfield is
point scale. Computed mean score is assortment the only brand of the need and of the first choice has
among 4.14 to 3.45. It is observed that the royal scored higher mean values.
enfield bike owners have an above average level of

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Volume 7, Issue 5 (September 2018) www.ijsrcsams.com
 ISSN 2319 – 1953
International Journal of Scientific Research in Computer Science Applications and Management Studies

TABLE 2: ROYAL ENFIELD BIKE OWNER’S OPINION TOWARDS BRAND ATTACHMENT

Std.
Statements Mean
Deviation
I really love Royal Enfield brand 4.45 1.128
I will really miss if Royal Enfield brand is unavailable in the market. 4.42 1.092
I feel good whenever I use to ride Royal Enfield brand. 4.05 0.956
Royal Enfield brand is so special to me. 3.97 0.945
Royal Enfield brand makes me happy. 3.64 0.989
Royal Enfield brand gives me ultimate pleasure. 3.30 1.146
Source: primary data

Brand attachment is assessed with six items in the (4.45), they will really miss if Royal Enfield brand is
five point scale. Mean and standard deviation values unavailable in the market (4.42), they feel good
are calculated for the each and every item. Computed whenever they use to ride Royal Enfield brand (4.05)
mean score is assortment among 4.45 to 3.30. It is and Royal Enfield brand is so special to them (3.97)
observed that they really love Royal Enfield brand show higher mean values.
TABLE 3: ROYAL ENFIELD BIKE OWNER’S OPINION TOWARDS SENSE OF BRAND COMMUNITY

Std.
Statement Mean
Deviation
I am really interested to talk about Royal Enfield brand to other bike
4.36 0.863
owners.
I can have a deeper connection with others who use Royal Enfield brand. 4.28 1.039
I can identify the people who use Royal Enfield brand. 3.98 0.968
I belong to the club with other owners of Royal Enfield brand. 3.95 0.954
I feel proud to be member of Royal Enfield brand community officially. 3.75 1.032
I will participate every year in Riders Mania event organized by Royal
3.47 1.245
Enfield brand.
Source: primary data

Brand community is assessed with six items in the other owners of Royal Enfield brand (3.95). It shows
five point scale. Computed mean score is assortment that they feel proud to be member of Royal Enfield
among 4.36 to 3.47. It is observed that the owners are brand community officially (3.75) and will
really interested to talk about Royal Enfield brand to participate every year in Riders Mania event
other bike owners (4.36), and that they have a deeper organized by Royal Enfield brand (3.47). Overall the
connection with others who use Royal Enfield brand owners have shown an above average level of sense
(4.28). They identify the people who use Royal of Brand community.
Enfield brand (3.98) and they belong to the club with
TABLE 4: ROYAL ENFIELD BIKE OWNER’S OPINION TOWARDS ACTIVE ENGAGEMENT

Std.
Statement Mean
Deviation
I like to visit the website of Royal Enfield brand whenever I am free. 4.54 0.859
I regularly seek news and information about Royal Enfield brand. 4.38 1.027
I would be willing to pay a premium price for Royal Enfield brand 4.04 0.865
I am interested in learning more about Royal Enfield brand. 3.81 1.486
I would be interested to merchandise products with Royal Enfield brand
3.61 1.030
symbol/logo on it.
Unlike others, I follow campaigns and trip stories about Royal Enfield
3.28 1.179
brand closely.
Source: primary data

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International Journal of Scientific Research in Computer Science Applications and Management Studies
Active engagement is assessed with six items in
the five point scale. Mean and standard deviation
values are calculated for the each and every item.
Computed mean score is assortment among 4.54 to
3.61. It is observed that Royal Enfield bike owners
have highly rated that they like to visit the website of
Royal Enfield brand whenever they are free (4.54)
and they regularly seek news and information about
Royal Enfield brand (4.38) and also they would be
TABLE 5: CORRELATION ANALYSIS FOR RELATIONSHIP BETWEEN THE RESONANCE DIMENSIONS AND OVERALL BRAND RESONANCE
Dimensions
Brand Loyalty
Brand Attachment
Sense of Brand Community
Active Engagement
Source: primary data ** significant 1% level
Hypothesis (Ho): There is no relationship between
brand resonance dimensions and overall brand
resonance of the Royal Enfield bike owners in
Pondicherry.
Pearson correlation analysis is applied to find the
significance of the above stated hypothesis. Brand
loyalty and brand resonance obtained correlation
value is 0.789 and obtained p value is 0.001, it is
significant at 1 percent level. Brand attachment and
brand awareness obtained correlation value is 0.891
and obtained p value is 0.001, it is significant at 1
percent level. Sense of brand community and brand
awareness obtained correlation value is 0.879 and
obtained p value is 0.001, it is significant at 1 percent
level. Active engagement and brand awareness
obtained correlation value is 0.948 and obtained p
value is 0.001, it is significant at 1 percent level.
Hence, the obtained p values are less than 0.010, it is
concluded that there is positive relationship between
dimensions of brand resonance and the overall brand
resonance towards owners of Royal Enfield bike
owners in Pondicherry. It is found that brand loyalty,
brand attachment, sense of brand community and
active engagement are having higher level of
relationship with brand resonance.
All the dimensions show a high correlation and
among the dimensions active engagement has a very
high relationship with brand resonance. This
indicates that owners have a strong loyalty and
attachment towards Royal Enfield brand. Though
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Volume 7, Issue 5 (September 2018)
ISSN 2319 – 1953
willing to pay a premium price for Royal Enfield
brand (4.04) and are interested in learning more about
Royal Enfield brand (3.81). It is also found that
Royal Enfield bike owners have moderately
perceived that they would be interested to
merchandise products with Royal Enfield brand
symbol/logo on it (3.61) and would follow campaigns
and trip stories about Royal Enfield brand closely
(3.28).
Brand Resonance
r p
0.789 0.001**
0.891 0.001**
0.879 0.001**
0.948 0.001**
they feel a sense of brand community they need to
actively engage themselves with the brand thereby
increasing the brand resonance.
V. CONCLUSION
Behavioral loyalty may be needed for the
consumer to show their purchase intention but it is
not sufficient for brand resonance to occur. If a
consumer possesses strong sense of community
attachment among the loyalist owners then they can
express positive brand attitude and strong behavioral
intention. Also the consumer can visit product related
websites, blogs. In rare cases the consumer can
identify himself as brand evangelist and ambassador
to communicate the brand with the other users. Hence
strong behavioral attachment or social identification
of the consumer is necessary for active community
engagement to occur for the brand they use.
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