The effect of CBBE constructs on overall brand equity and purchase intention: a cross-sectional study of organised retail consumers in India

Abstract

Acknowledging that consumer-based brand equity (CBBE) is rarely an end goal in itself, as the CBBE constructs are capable of predicting significant consumer behavioural outcomes. While most consumer CBBE models are linear, they fail to capture the complexity of the brand equity construct and its benefits. This study builds on and extends previous research by empirically examining the configurable nature of the CBBE process and its effect on overall brand equity and purchase intention on Indian consumers in organised retail sector. A survey-based empirical study was conducted to examine the influence of CBBE constructs on overall brand equity and purchase intention. Structural equation modelling (SEM) was applied using the data collected from 650 respondents comprising of the consumers who made purchases from the store. The research established that CBBE constructs positively influence overall brand equity and purchase intention.