• Harsh Soni
• Dhrupal
• Dr. Jayprakash Lamoria

As we have heard for a long, the customer is the king of the market, so we need to understand the customer first before doing business. The customer-based brand equity model provides a unique point of view that refers to the actual meaning of brand equity and showcases how you can build a strong brand. The main objective of doing this research is to measure the Customer based brand equity with reference to the Cadbury brand. We took 3 parameters to measure customer-based brand equity: Price, Quality & Taste of the Cadbury. Customer loyalty is directly linked with customer-based brand equity, so we have done the research on what customer thinks about these three factors, Price, Quality & Taste.

Consumer loyalty, brand equity, Cadbury brand, CBBE model.

"A study on Customer based brand equity towards Cadbury brand in Vadodara region.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.b230-b236, March-2023, Available :http://www.jetir.org/papers/JETIR2303128.pdf

"A study on Customer based brand equity towards Cadbury brand in Vadodara region.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppb230-b236, March-2023, Available at : http://www.jetir.org/papers/JETIR2303128.pdf