Brand Equity-Consequence Relationship: Evidence from Automobile Industry

Published on Feb 27, 2015in The International Journal of Business and Management
¡ DOI :10.5539/IJBM.V10N3P81
Yasser Mahfooz3
Estimated H-index: 3
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Abstract
The objective of this study is to determine the perception towards antecedents of brand equity and also its consequence for passenger cars. Convenience sampling technique was use to collect data in the cities of Riyadh and Jeddah, Kingdom of Saudi Arabia. Self-administered online questionnaires were used to collect total 310 responses, and 216 were found valid (70 percent response rate) and used for the study. The responses were analyzed for descriptive statistics as well as significant relationship among various constructs. A high perception level for brand equity was reported, and all hypotheses were accepted. Out of all the dimensions of brand equity, brand loyalty had the maximum effect on overall brand equity, which conforms to earlier researches. Automobile manufacturers and dealers need to identify the brand equity dimensions and should recognize their significance in order of their effect on overall brand equity. Appropriate strategies should be implemented to increase preference and intention of customers to purchase the respective brands.
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#1Ravi Shekhar Kumar (XLRI- Xavier School of Management)H-Index: 2
#2Satyabhusan Dash (Indian Institute of Management Lucknow)H-Index: 13
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#1Isabel Buil (University of Zaragoza)H-Index: 23
#2Eva MartĂ­nez (University of Zaragoza)H-Index: 25
Last. Leslie de Chernatony (USI: University of Lugano)H-Index: 61
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Purpose: The purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers' responses using data from two European countries. Design/methodology/approach: Hypotheses were tested using structural equation modeling (SEM). Measurement invariance and stability of the model across the two national samples was assessed using multigroup confirmatory factor analysis. Findings: Results indicate that brand equity ...
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ABSTRACT Malaysian Government is targeting a 75% household broadband penetration by the year 2015. As every one owns on average one handphone, the adoption of broadband through handphone or more popularly known as smartphone would be the natural path to take. Past literatures had suggested that branding do contribute towards the acceptance of Information Technology, however its effect on repurchase intention had been scarce. As such, this study attempts to examine these relationships. The result...
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Last. Siva Muthaly (Swinburne University of Technology)H-Index: 9
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This study examines the development of brand equity by evaluating the influences of brand associations, perceived quality, satisfaction, and brand loyalty. Based on insights from prior research, four models are proposed, which focus on alternative relationships among these four factors. Sample data sets from the banking and discount store services are used to evaluate the relationships between and among these four factors. Results of the comparative data analyses reveal that the research model f...
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#1Hsin Hsin Chang (NCKU: National Cheng Kung University)H-Index: 27
#2Ya-ming Liu (NCKU: National Cheng Kung University)H-Index: 8
The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity...
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#1Xiao Tong (UA: University of Alabama)H-Index: 2
#2Jana M. Hawley (KSU: Kansas State University)H-Index: 11
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#1Isabel Buil (University of Zaragoza)H-Index: 23
Last. Eva MartĂ­nezH-Index: 25
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Purpose – This study seeks to investigate the measurement invariance of the consumer‐based brand equity scale across two samples of UK and Spanish consumers.Design/methodology/approach – Brand equity was conceptualised as a multi‐dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross‐nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi‐group confirmatory fa...
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#1Ching Fu Chen (NCKU: National Cheng Kung University)H-Index: 40
#2Yu Ying Chang (NCKU: National Cheng Kung University)H-Index: 1
This study examines the relationships between brand equity, brand preference, and purchase intentions on international air passengers’ decisions in Taiwan. The findings indicate positive relationships between brand equity, brand preference, and purchase intentions with a moderation effect of switching cost affecting the relationship between brand equity and purchase intentions. More specifically, the effect of brand equity on purchase intentions is not significant for passengers with low switc...
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#1R. Bravo Gil (University of Zaragoza)H-Index: 1
#2E. Fraj AndrĂŠsH-Index: 1
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Purpose – The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising spending) is analysed as a source of consumer‐based brand equity and its dimensions.Design/methodology/approach – An empirical study was conducted in young adults (18‐35) via structural equations model. Brand equity is analysed in six different brands ...
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The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study.,In total, 150 sets of self-administered questionnaires were distributed to students in a local private university in Melaka. Convenience sampling was used and data collected were analysed using SmartPLS to perform the measurement model and struct...
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This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers.,This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and funct...
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AbstractPrevious 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 ...
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