The objective of this article is to study the relationship between brand equity and brand association in the context of advergames in India. Brand association is considered as an independent variable, and its impact on brand equity is investigated. This article includes an initial survey of youngsters of Gujarat state under an experimental research design. The data is analysed using factor analysis, MANOVA and multiple regression. Two factors extracted from the brand association, namely ‘specific attributes’ and ‘intangible attributes’, are found to be significantly impacting brand equity. Out of the two, ‘specific attributes’ explain higher variation compared to ‘intangible attributes’. The findings have practical implications for both academicians and practitioners. Although the findings are restricted to the FMCG sector, they can be somewhat generalized. They can act as a foundation for further research. They can also provide guidelines to the practitioners.

中文翻译：

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品牌协会对品牌资产的影响，特别是印度Advergames

本文的目的是在印度advergames的背景下研究品牌资产和品牌联想之间的关系。品牌联想被视为一个自变量，并研究了其对品牌资产的影响。本文包括根据实验研究设计对古吉拉特邦青少年进行的初步调查。使用因子分析，MANOVA和多元回归分析数据。从品牌关联中提取的两个因素，即“特定属性”和“无形属性”，对品牌资产产生了重大影响。与“无形属性”相比，这两个属性中的“特定属性”解释了更高的变化。该发现对院士和从业者都有实际意义。尽管调查结果仅限于快速消费品行业，它们可以被概括。它们可以作为进一步研究的基础。他们还可以为从业人员提供指导。