BRAND SIMILARITY – ITS ROLE ON BRAND LOYALTY: AN EMPIRICAL STUDY

The concept of brand loyalty is a strategic potent weapon for companies in order to obtain sustainable competitive advantages. Brand loyalty has been identified as a major determinant of brand equity. In simple words, improving consumers’ brand loyalty allows firms to secure a comfortable long-term position in the market place. Similarity is the search for connections between similar objects or identifying something common between two comparable objects. The main objective of this research work is to identify the influence of brand similarity on brand loyalty. By using convenience sampling method 200 respondents from cuddalore district, tamilnadu were used to collect the data.