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For a Brand to have value it must be valued by the customers.Brand equity is an asset of the company which is intangible and depends on customer brand association resulting to brand loyalty. Indias oil market has so far been dominated by Public Sector Oil marketing Companies especially in the marketing of petroleum products. The customer behaviour that has intrigued the marketers and researchers for long, has been the indifferent behaviour exhibited by fuel consumers while making choice amongst these three public sector oil marketing to refuel their vehicles, one due to no price difference in...