Abstract
PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.
Highlights
The importance of brand equity has been recognized in the marketing literature for at least three decades as an intangible asset that promotes firm performance
The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research
The important findings from this research are as follows: First, this study found that emotional attachment was positively and significantly affected by brand benefit including aesthetic and symbolic brand concepts
Summary
The importance of brand equity has been recognized in the marketing literature for at least three decades as an intangible asset that promotes firm performance. Brand equity has been shown to make an impact on brand loyalty and the financial value of the company (Chaudhuri and Holbrook, 2001; Oliver, 1999; Srivastava et al, 1998). Brand equity has been defined in a number of different ways for different purposes and has been addressed using comparative methods, holistic methods and the interplay between branding and financial considerations. Aaker (1991) has discussed the role of customer commitment in brand equity management and has noted that strong commitment leads to competitive advantages such as reduced marketing costs and attracting new customers.
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