Author: Varun Thakur (021331025502)
Introduction
In today’s competitive automotive market, luxury car brands are not only distinguished by their engineering excellence but also by the emotional connections they foster with consumers. Brand perception and emotional attachment play a crucial role in shaping customer preferences, loyalty, and long-term brand value. Among the leading luxury automobile manufacturers, McLaren, Ferrari, Aston Martin, and Mercedes-Benz have all cultivated distinct images that appeal to varied consumer emotions and aspirations. This study aims to examine how individuals perceive these brands and the degree of emotional attachment they associate with each. By analyzing consumer sentiments, the research will help identify the specific brand attributes—such as design, performance, heritage, and exclusivity—that most strongly influence brand preference. Understanding these perceptions and attachments is essential for companies aiming to strengthen brand loyalty and position themselves effectively in the luxury automobile segment.
Objective of the study:
To understand the underlying issue of comparing brand perception and emotional attachment associated with each car brand.
Literature Review:
R Khan, Y Salamzadeh, (2022) The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. In this study a sample of 327 participants, members of car brand communities, collaborate in a survey. Overall findings reveal that the perception of corporate brand reputation is more effective on enhancing brand loyalty than brand attachment. However, the effect could depend on the car brand strategy. We may also claim that customer citizen helping others is one of the most important corporate attributes perceived by customers of the three brands. Limitations and suggestions for further research are also provided.
Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management. It is also the first time that differences between male and female consumers’ perceptions on this topic have been compared in literature. Based on previous research, a model was developed and validated using consumers who bought one of three car brands: Toyota, Ford and Renault. Living in three regions of Portugal, the sample consisted of consumers who bought a new car 2 years before the research and had declared being satisfied with the purchase. The model is tested in the context of a non-hedonic product, differing from the common perspective that focuses on hedonic products. Hypotheses were tested by employing multi-group structural equation modeling. Findings suggest that brand attachment is positively related to brand love. Brand love reinforces the trust, interest in continuing a relationship and faith in the future of the brand. Women exhibited trust and placed more importance on dyadic relationships than did men. Men, however, desired to identify socially with the brand.
Data Collection: To understand the underlying issue of comparing brand perception and emotional attachment associated with each car brand following 4 questions framed on Likert scale (10-point scale). A google form was circulated in the class and data was coded as 10 being most liking and 1 being not liking. 40+ students of OPS were surveyed, and data was downloaded as excel sheet. Annova was calculated for whole data.
Data Analysis:
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Anova: Single Factor |
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SUMMARY |
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Groups |
Count |
Sum |
Average |
Variance |
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7.00 |
44.00 |
303.00 |
6.89 |
5.82 |
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8.00 |
44.00 |
302.00 |
6.86 |
5.61 |
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6.00 |
44.00 |
298.00 |
6.77 |
5.85 |
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8.00 |
44.00 |
321.00 |
7.30 |
4.72 |
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ANOVA |
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Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
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Between Groups |
7.14 |
3 |
2.38 |
0.43 |
0.73 |
2.66 |
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Within Groups |
946.5 |
172 |
5.50 |
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Total |
953.64 |
175 |
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H0: All are same
H1: Any one of this is different
We observe p value as p value is greater than 0.05 accept null hypothesis (H0) meaning all are same
Conclusion:
From data analysis it is concluded that all are same