Validity Of Factors of Brand Deformity- A Study Concerning Chennai City

Abstract

The brand deformity is a marketing strategy in which a brand of a product or service is changed into totally different products or services. This brand deformity concept is created for an established brand to develop a new product or service, and differentiated identity in the minds of consumers, investors and competitors. The main aim of this research is to ascertain the validation of factors of brand deformity create influence on consumers. The research is based on primary data obtained from 572 usable responses from all the fifteen zones of Chennai city. The researcher used confirmatory factor analysis, and linear multiple regression analysis under a structural equation model. The results revealed that brand deformity depends upon the six predominant factors namely Changes in the product or services, Brand identity, Marketing improvement, Integrating system, Brand reputation and customer attraction strategies respectively.