"Consumer-Based Brand Equity: Improving the Measurement - Empirical Evidence"

By M. Riaz, D. Kumaresan, K. Aruna, V. Charles, M. Raj. 2014

522 citations recorded by the source corpus.

Purpose: The present research aims to improve the measurement of consumer-based brand equity. Current measurement of consumer-based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non-discriminant indicators in the measurement scales and of student samples. Design/methodology/approach: Based on the recommendations of extant research, the scale constructed to measure consumer-based brand equity in this study included brand personality measures. Brand associations were measured using a different set of items. Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city. Confirmatory factor analysis employing structural equations modeling was used to measure consumer-based brand equity in two product categories and across six brands. Findings: Results support the hypothesized four-dimension model of consumer-based brand equity across two product categories and six brands. Brand awareness and brand associations were found to be two distinct dimensions of brand equity as conceptualized in the marketing literature. The present study contributes to the understanding of consumer-based brand equity measurement by examining the dimensionality of this construct.

Subfields: Marketing, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/d0765b31bf3203d892e31b69c8487124d2250cf3

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In Marketing

In Tourism, Leisure and Hospitality Management

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Citations in the corpus

Brand personality and brand equity: evidence from the sportswear industry (2015, unknown): “Brand management is considered useful in fully exploiting the assets of an organization and in generating additional value from the investments already made into brands (Pappu et al., 2005).”
Antecedents of consumers’ Halal brand purchase intention: an integrated approach (2018, background): “One of the important factors that influence consumers decision making is brand perceived quality (Pappu et al., 2005).”
Influence of sensory stimuli on brand experience, brand equity and purchase intention (2017, unknown): “Brand equity can be considered a reason or motivation to buy certain brands, as the higher the brand equity the stronger consumers’ preferences and purchase intentions (Jani, Han 2014; Pappu et al. 2005).”
The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media (2014, background): “Furthermore, Atilgan and Pappu (2005) also support the relationship between brand awareness and brand association in their study.”
Toward a 'masstige' theory and strategy for marketing (2018, background): “…of brand equity conceptualisation and measurement (e.g. Aaker, 1996; Keller, 1993; Yoo et al., 2000; Yoo and Donthu, 2001; Netemeyer et al., 2004; Pappu et al., 2005), over the last three decades, important questions on brand equity and likeability remain unanswered (Christodoulides and de…”
Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty (2017, background): “Pappu et al. (2005) incorporate brand personality while measuring brand associations; these authors find that brand awareness is likely to be high when consumers have strong associations for the brand.”
Brand and country-of-origin effect on consumers' decision to purchase luxury products☆ (2012, background): “Finally, Pappu et al. (2005, 2007), stating CoO to be an important variable that can affect the equity of a brand, assert that marketing managers operating in an international context must identify the sources of brand equity, and understand the importance of incorporating CoO into their…”