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Branding is the process of creating an association between a symbol, object, emotion, perception and a product or company with the goal of driving loyalty and creating differentiation. This paper takes a look at the influence of product involvement, post purchase service and consumer personality on the dimensions of brand resonance that includes brand loyalty, brand attachment, brand engagement and brand community. Companies should endeavor to create a relationship between the customer and the brand and ensure the customers are in sync with the brand. Companies should communicate with respondents even after they have purchased the vehicles and through brand communities ensure a sort of kinship with other people associated with the brand. The influence of the brand and its eventual value to the company dwell with the customers and hence companies should leave no stone unturned in their quest to develop brand feelings of loyalty, attachment, engagement and community among its customers. Further studies can be had on a pan India basis or across different states and * Assistant Professor, Department of Business Administration, Annamalai University, Tamilnadu, India; aunl3fsj@annamalaiuniversity.ac.in † Research Scholar, Department of Business Administration, Annamalai University Tamilnadu, India; msadikalimba@gmail.com Ushus J B Mgt 13, 4 (2014) ISSN 0975-3311 38 should also involve other motor cycles sold in the country.

Influence of Product Involvement, Post Purchase Service and Consumer Personality on Dimensions of Brand Resonance for Yamaha Motor Bikes