An empirical comparison of consumer-based measures of brand equity

Agarwal, Manoj K.; Rao, Vithala R.

doi:10.1007/bf00435740

Cited by 319 publications

(226 citation statements)

References 12 publications

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“…Previous research recognized the positive influence of brand equity on: consumer preference and purchase intention (Cobb-Walgren, Ruble, and Donthu 1995), consumer perception of product quality (Dodds, Monroe, and Grewal 1991), consumer evaluation of brand extensions (Aaker and Keller 1990), consumer price insensitivity (Erdem, Swait, and Louviere 2002), market share (Agarwal and Rao 1996), shareholder value (Kerin and Sethuraman 1998), and resilience to product-harm crisis (Dawar and Pillutla 2000).…”

Section: Brand Equitymentioning

confidence: 99%

The effect of social media communication on consumer perceptions of brands

Schivinski

Dąbrowski

2014

Journal of Marketing Communications

528

371

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Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that usergenerated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

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Section: Brand Equitymentioning

confidence: 99%

The effect of social media communication on consumer perceptions of brands

Schivinski

Dąbrowski

2014

Journal of Marketing Communications

528

371

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“…Favorable brand associations offer several benefits to consumers which can be replicated to destination brand visitors. For instance, favorable brand associations influence consumers' intention to visit a historical place, generate references to others, and increase their willingness to pay a premium (Agarwal & Rao, 1996). Brand associations assist consumers in organizing and retrieving brand-related information from their memory, leading to the realization of a reason to buy a specific brand (Aaker, 1996).…”

Section: Brand Associationsmentioning

confidence: 99%

Brand Equity of Lahore Fort as a Tourism Destination Brand

2015

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Brand equity do Forte Lahore como uma marca de destino turístico Brand equity del Fuerte Lahore como una marca de destino turístico ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort's overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort's brand performance.KEYWORDS | Customer-based brand equity, destination-branding, Lahore Fort, brand equity, Pakistan. RESUMO RAE-Revista de Administração de Empresas | FGV-EAESP

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“…A Likert-type scale of 1 to 7 was adopted for all construct measures, using the anchors "strongly disagree" (1) and "strongly agree" (7). The measures for brand associations construct have been empirically tested (Agarwal and Rao, 1996;MacKay, 2001) and used in a number of studies (e.g. Yoo and Donthu, 2001;Pappu et al, 2007).…”

Section: Measures Reliability and Validitymentioning

confidence: 99%

Are Consumers Really Willing to Pay More for Favorable Brand Associations The Moderating Role of Product Value and Product Risk Level

Bayraktar¹

2015

eab

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Despite the prolific research on the effect of brand associations on consumer product evaluations, the price-related consequences remain neglected. This study seeks to explain the effect of brand associations on consumers' willingness to pay (WTP) a price premium. Moreover, it attempts to explain whether this effect is moderated by product value and product risk level. Utilizing data from both US and Turkey, this study shows that brand associations significantly and positively influence consumers' WTP. It suggests that favorable brand associations also have price-related consequences. Furthermore, the results suggest that consumers are willing to pay a price premium for favorable brands more for products that have high value and risk level.Keywords: Brand associations, willingness to pay, ANM model, equity theory, structural equation modeling ÖZETMarka çağrışımlarının tüketici ürün değerlendirmelerine etkisi üzerine çok sayıda çalışma olmasına rağmen, fiyatla ilişkili sonuçlar ihmal edilmiştir. Bu çalışma, marka çağrışımlarının tüketicilerin prim fiyatı ödemeye isteklilikleri üzerine etkisini açıklamayı amaçlamaktadır. İlaveten bu çalışma, ürün değeri ve ürün risk düzeyinin bu etki üzerinde düzenleyici rol oynayıp aynamadığını açıklamaya çalışmaktadır. Amerika ve Türkiye'den elde edilen verileri kullanan bu araştırma göstermiştir ki marka çağrışımları tüketicilerin ödeme isteğini anlamlı ve pozitif bir şekilde etkilemektedir. Ayrıca sonuçlar, ürün değeri ve risk düzeyi yüksek olduğunda tüketicilerin pozitif çağrışımlara sahip markalar için prim fiyatı ödemeye daha çok istekli olduğunu göstermiştir.

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An empirical comparison of consumer-based measures of brand equity

Cited by 319 publications

References 12 publications

The effect of social media communication on consumer perceptions of brands

The effect of social media communication on consumer perceptions of brands

Brand Equity of Lahore Fort as a Tourism Destination Brand

Are Consumers Really Willing to Pay More for Favorable Brand Associations The Moderating Role of Product Value and Product Risk Level

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