Consumer-based Brand Equity Model Research Articles

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

PurposeThis study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine “regions.”Design/methodology/approachThe authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30 years old and had consumed regional wine in the last 3 months through an online consumer panel survey.FindingsBy testing competing CBBE models, the main research model was found to have the greatest predictive ability, due to its inclusion of both the rational and emotional paths and the cross-over effect between consumer brand judgment and brand feeling. This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing.Originality/valueThis study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al. (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature. Furthermore, it adds to the marketing and wine-marketing literature by extending the concept of the brand to other attributes in consumer choice, such as a wine region as outlined by Giacomarra et al. (2020). Thus, this study advances the existing branding knowledge in a practical sense, which enables regional wine marketers and wine retailers to undertake promotional and product development strategies accordingly.

Consumer-based brand equity of South African luxury fashion brands

PurposeSouth Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands.Design/methodology/approachThe study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses.FindingsThe study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market.Research limitations/implicationsThe small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome.Originality/valueThis study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.

Application of Consumer Based Brand Equity Model in Indian Banking Sector

With advent of new technologies, banking sector has undergone a great transformation. While this has improved the customer's service experience, it has also posed a challenge for the banks to differentiate their services from the competitors. Now banks are finding it hard to make a name for them and create a brand identity that distinguishes them from the other players in the market. As a result, Indian banks are trying to enhance their brand equity by all means possible. This study is aimed at examining the applicability and practicality of consumer based brand equity model in the Indian banking sector. A sample of 300 customers of the Jammu and Kashmir Bank has been taken to check the relationship between perceived quality of the brand, brand awareness, brand association and brand loyalty with brand equity. Exploratory factor analysis (EFA) and confirmatory factor analysis (CPA) were done to check the validity of the scale. Structural Equation Modeling (SEM) was used to explore the relationships between brand equity and its determinants. The results suggested that brand association and brand loyalty have a significantly positive impact on brand equity while the effect of perceived quality of the brand and brand association was found to be insignificant.

Examining the relationships between brand knowledge, brand responses and brand resonance in sports leagues within the scope of consumer-based brand equity

ABSTRACT Research question: In previous studies on consumer-based brand equity (CBBE) in sports, brand knowledge (BKNW) was the primary factor of CBBE, despite its many interrelated drivers. Particularly, CBBE was not investigated with enough depth or from a holistic perspective in the context of sports leagues (SLG). Therefore, in this study, the customer-based brand equity pyramid (CBBE-pyramid) (Keller, 2008) was adapted to the context of SLG to fill the gap which remained unexamined in the team and league branding context by examining the relationship between BKNW, brand responses (BRP) and brand resonance (BR). Research methods: A total of 412 fully completed surveys by Super Football League consumers were used to validate the measurement models and the proposed model using confirmatory factor analyses (CFA) and structural equation modeling (SEM). Results and findings: Findings of the holistic CBBE model showed that, in order for a brand to obtain positive responses and to ‘resonate’ with league consumers, league brand associations (LBAS) play a pivotal role. Furthermore, obtaining cognitive responses such as brand credibility (BCRD) and affective responses such as emotional feelings from consumers can increase the degree of BR, which refers to the strongest relationship between consumers and brands. Implications: Through the model presented, sports marketers will be able to better manage their league brand. They also better assess the strengths and weaknesses of the brand besides the effectiveness of marketing programs in achieving BR.

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

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.

Assessing the role of venturesomeness in a destination consumer-based brand equity model

PurposeGiven the lack of research on the nomological validity of tourism destination consumer-based brand equity (CBBE) constructs incorporating core, well-established constructs from the travel and tourism discipline, this research investigates the influence of venturesomeness as a moderator in a model with destination image, satisfaction, and overall CBBE as antecedents of return intentions.Design/methodology/approachThe study uses online panel data of past visitor to the sea-side destination of Corpus Christi, Texas. A sample of 210 residents in Texas and surrounding states was employed to estimate the hypothesized effects through partial least squares-structural equation modeling (PLS-SEM).FindingsResults demonstrate the predictive effects of destination CBBE dimensions on tourists' revisit intention, with the significant moderation effects of venturesomeness through its influence on tourist satisfaction.Research limitations/implicationsFindings provide general support to the nomological validity of the proposed model, highlighting the role of satisfaction as a central dimension to explain destination loyalty, the limitations of generic scales to investigate tourism destination contexts, and the incorporation of consumers' psychographics and lifestyle variables on destination CBBE.Practical implicationsDestination marketers should develop segmentation strategies to target travelers with psychographic profiles that are more responsive to the factors that foster CBBE.Originality/valueThis research provides insights on the nomological validity of a CBBE model by evaluating its integration with a context-specific theoretical domain, which is a condition to increase the explanatory scope of theoretical relations and claims in intermediate theory, and to move the research field forward.

The Relationship between Dimensions of Consumer Based Brand Equity and Purchasing Decision of Consumer for Sports Shoes (Case of Turkey)

Brand equity has become essential variable that impacts on purchase decision and enhances the value of product due to the effects on customer loyalty and customer satisfaction. Nowadays,information and communication technologies have been devoloped rapidly that causes wide range of product and brand choices in the market. Therefore quality level and features of products have been become similar.In this case firms need to differentiate their products and compete each other to sustain their success and to exist in the market forever. One of the main ways to increase the success of firm and make a difference in the market is building the consumer-based brand equity that is described as perceived sense of brand by the consumers. Companies must compete aggressively to attract and keep loyal customers. Brand equity is one of the company's most valuable asset to keep the potential consumers. Companies are increasingly understanding that brands are key factors in competitiveness People are more likely to purchase or consume products are supplied by a corporation if corporation’s brand equity is stronger. Because of this, purchase decisions are heavily impacted by customer opinions about these brands .The goal of this study is to develop a conceptual framework for analyzing the link between consumer-based brand equity and purchasing decision of consumer. Research was to examine the impact of four dimensions of customer-based brand equity on consumer purchasing decisions: brand loyalty (BA), perceived quality (PQ), brand awareness (BAW), and brand association (BA) on consumer purchase decisions (CPD). The study's research model was influenced by Aaker's consumer-based brand equity model. Brand loyalty, perceived quality, brand awareness, and brand association were independent variables. Dependent variable was consumer’s purchase decision. Data was obtained from 407 respondents in Turkey using an internet survey to test the hypothesis. The respondents' favorite sports shoes brand was used to frame the questions. The data were examined by descriptive statistics, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The results showed that brand equity dimensions affect Turkish consumer’s purchasing decisions based on consumer’s favourite sport shoes brand. Statistically, there is positive impact of both BAW (coefficient 0.853, p=0.000<0.01), BL (coefficient 0.255, p=0.019<0.05) on CPD. Both PQ (p=0.870>0.05) and BA (p=0.538>0.05) have no positive impact on CPD.

Building OTT brand loyalty and brand equity: Impact of original series on OTT services

Since streaming over-the-top (OTT) services may make recommendations to consumers regarding what to watch, OTT services customize not just OTT original series consumption experiences, but OTT brand personality perceptions. This influences how brand equity and brand loyalty are built for these OTT brands. This study is interested in understanding a) How original series help build consumer-based brand equity (CBBE) toward OTT services and b) How the consumer-based brand equity model can explicate how OTT services build consumer brand loyalty and brand equity. The study includes a structural equation model that demonstrates that original series can be incorporated into a consumer-based brand equity model for OTT services. This offers further implications for creative arts management in building brand equity and brand loyalty.

Application of an extended CBBE model with particular reference to private car insurance providers in India

This paper attempts to evaluate a new consumer-based brand equity (CBBE) model, an extension of Netmeyer's CBBE model in the context of private car insurance providers in India. This research evaluates the relationship between various variables such as brand attitude, perceived quality, perceived value, uniqueness of the brand, satisfaction and loyalty intention along with CBBE. This is a primary research using structural equation modelling to examine the data collected from 110 respondents in Delhi and NCR region. Hedonic brand attitude wielded a significant impact on building CBBE as opposed to utilitarian attitude and brand uniqueness. With regards to the latter, considering generic nature of the product offering, owing to IRDA guidelines consumers did not find the brands unique. Other relationships between perceived quality, perceived value, CBBE, satisfaction with the brand and loyalty intention were found significant. This research is limited to only one region and cannot be generalised to the entire country.

The Impact of an Identity Based Destination Image on Destination Loyalty: with Special Reference to Sri Lanka as a Tourist Destination

Destination loyalty and destination image are the two major components used in measuring brand performance in the Consumer Based Brand Equity model (CBBE). Measuring brand performance is one of the major streams in branding literature. This study conceptualized destination brand image as a stakeholder co-created value, which is a new conceptualization in branding literature. Thus, brand community associations were added to represent the stakeholder perspective, which includes functional associations, symbolic associations, and experiential associations, all of which ultimately constitute the dimensions of an identity based destination image. A new scale for identity based destination image was developed by conducting an exploratory factor analysis using principal component analysis with promax rotation. This method used 211 responses and measured the impact of identity based destination image on destination loyalty using another 260 responses. The theoretical contribution of this study is the development of a new scale to measure identity based destination image with the addition of brand community associations. Also, brand community associations have been verified as an important and integral dimension of identity based destination image. Thus, identity based destination image can be used as a strong predictor of destination performance. Therefore, destination marketers of Sri Lanka can focus on a combination of functional, symbolic, experiential, and brand community associations when coming up with promotional campaigns to promote Sri Lanka as an attractive tourist destination.

On consumers’ use, brand preference and equity of sports nutrition products

PurposeWhile trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands.Design/methodology/approachA large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied.FindingsBoth the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands.Research limitations/implicationsInsights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures.Practical implicationsVariations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector.Originality/valueThis study is one of the first to examine the customer market of sports nutrition products and brands.

Application of an extended CBBE model with particular reference to Private Car Insurance Providers in India

This paper attempts to evaluate a new consumer-based brand equity (CBBE) model, an extension of Netmeyer's CBBE model in the context of private car insurance providers in India. This research evaluates the relationship between various variables such as brand attitude, perceived quality, perceived value, uniqueness of the brand, satisfaction and loyalty intention along with CBBE. This is a primary research using structural equation modelling to examine the data collected from 110 respondents in Delhi and NCR region. Hedonic brand attitude wielded a significant impact on building CBBE as opposed to utilitarian attitude and brand uniqueness. With regards to the latter, considering generic nature of the product offering, owing to IRDA guidelines consumers did not find the brands unique. Other relationships between perceived quality, perceived value, CBBE, satisfaction with the brand and loyalty intention were found significant. This research is limited to only one region and cannot be generalised to the entire country.

Managing the consumer-based brand equity process: A cross-cultural perspective

Most consumer-based brand equity (CBBE) models are linear and fail to capture the complexity of the brand equity construct and its benefits in terms of key consumer behavioral outcomes. More complex and dynamic models focusing on CBBE as a process often lack empirical support particularly from more than one country. This study builds on and extends previous research by empirically examining the configural nature of the CBBE building process cross-nationally, and by investigating differences vis-a-vis key consumer behavioral outcomes (namely, willingness to pay a price premium, brand recommendation and repurchase intention). These differences are postulated and explained through culture theory particularly the cultural dimension of individualism/collectivism. Using fuzzy-set/Qualitative Comparative Analysis (fs/QCA), survey data from Greece and Germany support the robustness of the extended CBBE model. The model shows that overall brand equity and consumer behavioral outcomes are created through the brand building, brand understanding, and brand relationship blocks, and identifies core causes and common patterns across countries providing a useful diagnostic tool for international brand management.

Consumer-based brand equity (CBBE) in the context of an international stopover destination: Perceptions of Dubai in France and Australia

There has been limited published research examining travellers’ perceptions of international stopover destinations. This manuscript reports the modelling of consumer-based brand equity (CBBE) for Dubai, the first CBBE study to do so in the context of a stopover destination. Dubai has emerged relatively recently as a stopover destination option during long haul travel between UK/Europe and Australia/South Pacific, to rival traditional destinations such as Hong Kong and Singapore. The CBBE model was tested using survey data from samples of consumers in two geographically distant markets; France (n = 365) and Australia (n = 403). The findings suggest destination brand awareness, destination brand image and destination brand value are positively related to attitudinal destination loyalty. However, destination brand quality was not positively associated with loyalty. As a relatively new stopover destination for long haul travellers, Dubai is perceived more positively by previous visitors than those who have never visited the destination.

Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry

Previous studies on consumer-based brand equity (CBBE) have maintained that CBBE is a multidimensional construct which reflects both consumers’ perceptions and attitudes. However, only few of the extant CBBE models emanate from the context of automotive brands. As such, this present study employs a qualitative approach using a semi-structured face-to-face interview among 11 informants, to explore the concept of CBBE in the context of automotive brands. Also, this study explores the role of social media communications in developing CBBE for automotive brands. The findings of this research demonstrate that CBBE is a valid concept which reflects consumers’ perception and mindset towards their knowledge, which are reflected through brand awareness, hedonic brand image, functional brand image, and brand sustainability of automotive brands. Additionally, the marketing activities and communication contents on social media play an important role in improving the perception of automotive brands in consumers’ minds, hence the development of automotive CBBE. The theoretical implications of these research findings are that this study provides an insight into the feasibility of developing a specific CBBE model for automotive brands. Practically, this study presents insights for brand manager on the importance of developing CBBE through social media communications.

Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands

Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumers brand choice and firms brand performance, as long as they embrace competing brands. In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and experienced / non-experienced consumers). Method: Appraising 39 brands, the model was composed of 6 metrics: awareness, perceived quality, loyalty, association, exclusiveness and willingness to pay a price premium. Confirmatory factorial analysis revealed the CBBE structure and multigroup moderation tests showed the comparisons between products and services and between experienced and non-experienced consumers. Main Result: The metrics have convergent validity with very good model fit. The metrics are similar for products / services, but different for consumers with / without experience (evidence of moderation). Contributions: Based on this measure, researchers and marketers can identify whether their brand's performance has been perceived better or worse than that of their competitors. Relevance/Originality: This article is the first to offer a more complete scale to assess the consumer-based brand equity of products and services, allowing the researcher to compare the competitiveness between brands.

Testing the cross-brand and cross-market validity of a consumer-based brand equity (CBBE) model for destination brands

Different studies on consumer/customer-based brand equity (CBBE), have revealed varying pictures of components and divergent relationships. The current study analyzed a large dataset with path analysis to test: 1) the validity of a general CBBE model (familiarity, image, quality, brand value, consumer value, and loyalty); 2) the validity of a customer model (+satisfaction) using data for a single destination brand; 3) the cross-brand validity of the general model for five U.S. destination brands; and 4) the cross-market validity of both models for different segments based on nationality, gender, and past visitation. The results revealed that familiarity and image were the two most prominent components explaining loyalty in both models, although both consumer value and brand value also had some mediating effects on loyalty. The model was variant for different destinations, variant for different nationalities, partially variant for different genders, and invariant for visitors and non-visitors of one destination brand.

Customer-Based Brand Equity Model for the Shariah-Compliant Tourism: A Conceptual Model from the Muslim Tourists’ Perspective

The authors develop a conceptual model of consumer-based brand equity for the Shariah-compliant tourism from the international Muslim tourist perspective in Malaysia. This model might aid concerned users to understand and measure the Shariah-compliant brand image and equity developed in the Muslim customers’ mind regarding quality from Islamic perspective, Islamic brand identity and personality, haram-halal, Makhru, and devotion to God. Fundamentally it is Islamic value based brand image and equity development concept which is different from a platform of building image and equity from the contemporary ethical marketing. Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Shariah-compliant brand image is a different set of dimensions like brand equity as supported by Shariah-law, whereas in the conventional brand knowledge, favorableness is considered as an important dimension (Keller 2003); that is, only brand image as a main element of knowledge is conceptualized in this model because Islam does not priotize personal favorableness violating Shariah law. Different media channels (Traditional channel-based and Modern channel-based integrated Marketing communication) injecting Shariah-complaint message of tourism into International Muslim tourists based on Shariah-compliant tourism create Shariah-complaint consumer-based brand equity. Instruments appropriate for measuring customer-based brand equity are implied and, possible future research is discussed as well.

IMPACT OF SOCIAL MEDIA BRAND COMMUNICATIONS ON CONSUMER-BASED BRAND EQUITY

The invent of Web2.0 technologies has resulted in the emergence of various social networking sites. And the usage of social media among youngsters can be seen growing at an exponential rate. They are using social media for communicating almost every aspect of their lives, be it socialising, travelling, partying or even shopping. Social networks can be seen flooded with various advertisements, which make people explore different purchase options in the virtual spaces. Companies are enthusiastically making use of such spaces to reach out to their customers and boost their brand communications. Though social media has been continually providing very effective ways to engage customers with brands, studies regarding how these affect people perception about the brands are scanty. The present study attempts to investigate how brand communication on Facebook affects people perception towards brands and hence brand equity. The constructs of brand equity have been taken from Aaker model of consumer-based brand equity. The study has been supported by 490 students/scholars of University of Jammu in the age between 20-40 years. The study is expected to develop a better understanding about effective utilisation of social media for marketing communication.

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer’s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a consumer-based brand equity model based on Keller’s (2003a) brand equity pyramid that explains how consumer perceptions influence brand resonance. Data were collected from a general consumer sample (n = 787) in a mid-sized southeastern community in order to validate the consumer-based brand equity model. The results from an examination of the structural model confirmed a significant relationship between brand awareness and brand associations as posited by previous research. Brand associations were found to have a significant impact on a consumer’s cognitive evaluation (brand superiority) and affective response (brand affect) to a focal brand in the service realm. Further, this study highlighted the important role that emotions play in the process of building strong brand equity. Cumulatively, these findings revealed that two attitudinal constructs (brand superiority and brand affect) played a differential role in the brand association-brand resonance relationship in the services context.