Brand Association and Consumers Rejoinder Towards Companies of Female Entrepreneurs: An Empirical Enquiry
DOI:
https://doi.org/10.69968/ijisem.2024v3i387-90Keywords:
Branding, Entrepreneurs, Brand Association, Consumer Response.Abstract
Branding Activities are expensive. the expenses on branding activities bore fruits over a long period of time. Fundamentally it is branding that gives an introduction to a company or product. Bjerre, Heding, and Knudtzen (2008) have identified seven approaches to branding namely (i) Identity, (ii) Economic (iii) Personality (iv) Consumer based (v) Community approach (vi) Relational and (vii) Cultural. Sampat (2023) highlighted that India has 13.5 to 15.7 million women-led startups. Further women hold 20.37% ownership in the MSME sector in India. The data highlights the value of women entrepreneurs and their growing importance in the creation of innovation, growth, and societal development. Branding is an abstract concept that helps in creating an identity of a company and brand. The users face a lot of difficulty in analysis and expectations about the performance of a brand. Women entrepreneurs face a multitude of challenges like gender bias and societal stereotypes in addition to prevalent problems like limited funding, underrepresentation, and less access to benefit programs. The present paper makes an attempt to evaluate consumers’ responses toward branding practices of companies led by female entrepreneurs and Brand associations related to the companies of female entrepreneurs.
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