Impact of Brand Equity on Cognitive Dissonance of Washing Machine Consumers in Sri Lanka

Abstract

Reduction in cognitive dissonance in a particular brand or product is critical for an organization in the dynamic environment. Marketers looked forward to understanding the effective tool to reduction in cognitive dissonance in the brand. Brand equity is an effective tool to address cognitive dissonance reduction in washing machine product category. Cognitive dissonance concept has been largely neglected in former researchers especially with reference to brand equity. The purpose of this study to fulfill industrial and contextual gap by identify effect of brand equity on cognitive dissonance in Sri Lanka evidence from washing machine brand. To investigate impact of brand equity, researcher has used four brand equity dimensions: brand loyalty, brand awareness, brand association and perceived quality. Research sample consist of 200 customers who are purchasing washing machines in Sri Lankan outlets and a questionnaire consisting with five-point Likert scale has distributed among respondents in order to collect primary data required for the research purpose. Overall results suggested that this study Cognitive Dissonance demonstrate the impact of brand equity on cognitive dissonance, proving the purpose of the study. Marketing managers can use the outcome if this study to obtain insights about customers and to develop effective marketing strategies.