IDENTIFYING BRAND EQUITY DIMENSIONS AND MEASURING ITS RELATIONSHIP WITH PRODUCT QUALITY DIMENSIONS: A STUDY ON JUICE BRANDS IN INDIA

Abstract

Brand Equity, which speaks about the perceived value of a product under a brand name, is one of the key measures of a brand’s success. Higher level of brand equity could be translated as higher perceived value, growing market share and greater ROI. Thus, marketers are in eternal pursuit to device strategies for achieving higher brand equity. But for achieving this, knowledge about brand equity constructing components is necessary. Although theoretical studies have identified some brand equity constructing components, empirical validation of the theoretical constructs are vague. Studies in this field also states that product quality plays a significant role in creating brand equity, but empirically the interrelationship between product quality dimension and brand equity is not properly measured. The present study which is conducted on the juice brands in India aims to identify factors constructing brand equity of juice brands and also to estimate the impact of product quality dimensions of juice as a product on brand equity of the juice brands.Keywords: Brand; Types of Brand Equity; Consumer Based Brand Equity; Dimensions of Brand Equity; Product Quality Dimensions