Paper Title
EFFECT OF BRAND EXPERIENCE ON CONSUMERS PURCHASING DECISIONS: A STUDY OF TELECOMMUNICATION INDUSTRY

Abstract
Abstract - Brand has become a necessary part in our daily life. The product, when becomes a brand, promises quality, trust and distinct place in a range of choices. Brand equity can corrode either because of negative experiences or because of positive new information about substitute brands. Brand equity makes a customer faithful with the product irrespective of its price. In telecom sector, brand equity is valuable assets of every company and it should be made to nurture. Thisresearchiscarriedouttoknowtheroleofcorporatebrandinginmobilephonetelecommunication along with different influencing factors involved in the purchase of mobiletelephone connections. This thesis discusses corporate branding from consumer’s point of viewthathowmuch theyvalueit and what typeofroleithas.This is a quantitative study. Aquestionnaire is used in orderto investigate corporate brandingand other influencing factors involved in purchase decision of the customers. The analysis of this study reveals different set of results while making comparison betweenliterature and empirical. It investigates the relative importance of the corporate branding to thecustomersinmobilephonetelecommunication industrywhilemakingpurchasedecision. The finding of this study provided useful information which is helpful not only for the studentsbut also for the brand managers of mobile telecom operators that how they can improve theircompany’sstrategic positionfor longer periodof time throughcorporate branding totriggermorecustomers andforagoodbrand. Keywords - Brand Loyalty, Brand Image, Brand Awareness, Brand Equity