Antecedents of Customer Based Brand Equity-Research in Azerbaijan

Abstract

The purpose of this research is to determine the relationship between the elements of customer-based brand equity. 248 questionnaire was gained through convenience sample. Data was analyzed with SPSS AMOS-23. Confirmatory factor analysis first done and then path analysis with AMOS 23.It was determined that brand awareness has a direct and significant effect on perceived quality, brand loyalty and overall brand equity, an indirect and significant effect on brand loyalty and overall brand equity. It was also determined that the perceived quality has no direct effect on overall brand equity, but has direct effect on brand loyalty and indirect effect on overall brand equity. The most influential factor on overall brand equity is brand loyalty. The study is important because it is carried out in Azerbaijan, a country where brand perception is a new phenomenon. The results of the research are thought to be beneficial to both the theorist and the practitioner.