Measuring the effect of brand equity on the consumers' purchase intention

Sharma, Veenu; Singh, Rashmi; Patel, Gokulananda

doi:10.1504/ijstm.2015.071106

Cited by 2 publications

(7 citation statements)

References 32 publications

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“…That is, in an emerging market, the BE of CPFB appears to influence the willingness of consumers to pay a higher price. Recent studies that investigated BE and consumer response, regardless of whether the product is a commodity or not, ratify that the willingness to pay more reflects the strength of the brand in relation to another brand in the same product category (Buil et al, 2013;Kathuria and Gill, 2013;Netemeyer et al, 2004;Punniyamoorthy et al, 2011;Sharma et al, 2015). BE have lower price elasticity (Datta et al, 2017), this willingness to pay more for the brand may still be related to the risk and insecurity present in an emerging Measurement Items…”

Section: Analysis and Discussion Of Hypothesesmentioning

confidence: 99%

“…The perceived quality is an antecedent of BE linked to consumer's perception regarding the quality of a product or service, considering the intended purpose and possible alternatives (Baalbaki and Guzmán, 2016). Moreover, perceived quality is a key antecedent for BE (Sharma et al, 2015) and considered the main source of competitive advantage and a tool of differentiation ( Jalilvand et al, 2011), given room for a positive brand image in consumers' minds (Buil et al, 2013). Thus, in emerging markets, we suggest that the greater the perceived quality of the brand of commoditized products, the greater would be its BE.…”

Section: Perceived Qualitymentioning

confidence: 99%

“…In the research conducted by Buil et al (2013), the relationship between perceived value and BE is positive and significant. Considering that brands exist in the minds of potential consumers (Sharma et al, 2015;Baalbaki and Guzmán, 2016), what they think about them determines their value (Kathuria and Gill, 2013). Thus, we assume that the perceived value of CPFB will influence its BE.…”

Section: Perceived Valuementioning

confidence: 99%

“…When several markets become increasingly commoditized, the brand may assume a differentiator element role (Castelo et al, 2016) in consumer's perception, which contributes to increase sales (Sharma et al, 2015) and consumers' willingness to pay differentiated prices for products of famous brands (Aaker, 1992a;Stanton and Herbst, 2005). In this sense, we consider brand equity (BE, hereafter) as a sustainable competitive advantage (Aaker, 1992a;Christodoulides et al, 2015;Baalbaki and Guzmán, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Brand equity of commoditized products of famous brands

Mainardes

Júnior

Andrade

2019

MIP

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Purpose The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these products and their antecedents; and third, to identify the influence of subjective norms on purchase intention and BE. Commoditized products are bought due to necessity and not desire, are homogeneous, produced on a large scale, and have low added value. Design/methodology/approach A theoretical model is proposed contemplating the constructs: BE, purchase intention, premium price, perceived quality, brand recall, perceived value and subjective norms. We performed a quantitative study with 432 respondents. We used questionnaires, and we analyzed the data using the structural equation modeling with partial least squares. Findings The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context. Originality/value The study brought a theoretical model relating antecedents and consequents of BE in the segment of commoditized products. Furthermore, it indicated the strength of the brand of the commoditized products in an emerging market scenario.

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Section: Analysis and Discussion Of Hypothesesmentioning

confidence: 99%

Section: Perceived Qualitymentioning

confidence: 99%

Section: Perceived Valuementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Brand equity of commoditized products of famous brands

Mainardes

Júnior

Andrade

2019

MIP

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“…Keller and Aker develop foundation for customer base brand equity. According to Vukasovic, (2016); Sharma and Patel, (2015); Wash, Burn and plank, (2015) the brand equity is the set of assets and liabilities that are linked to a brand. And these assets are brand relationship; brand perceived value, brand knowledge and other proprietary asset.…”

Section: Brand Equitymentioning

confidence: 99%

The Relationship Between Customer Equity & Its Drivers, Purchase Intentions and Switching Cost. A Study on Traveling Industry in Pakistan

2019

EJBM

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The key purpose of current research is to investigate the relationship between customer equity, purchase intentions by moderation effect of switching cost. Furthermore this research investigated the relationship between Value Equity, Brand Equity and Relationship Equity toward the customer equity and customers purchase intentions. The data were collected from air passenger at international airport Multan via self administrative questionnaire. The Reliability, KMO, Correlation and Regression analysis used to measure the data. The results indicate that, there is significant relationship between customer equity and purchase intentions, and impact of Value, Brand and Relationship Equity on customer equity and purchase intentions found positive relationship. While Switching Cost also affect the relationship between customer equity and purchase intentions. The present research focuses on services industry there is need to test the model in manufacturing industries for more appropriate results. A study on Traveling Industry in Pakistan relationship between Customer Equity & its drivers, purchase Intentions and Switching Cost has been not conducted before. In Pakistan traveling industry facing switching cost barrier and current research conducted to fills this gap.

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Measuring the effect of brand equity on the consumers' purchase intention

Cited by 2 publications

References 32 publications

Brand equity of commoditized products of famous brands

Brand equity of commoditized products of famous brands

The Relationship Between Customer Equity & Its Drivers, Purchase Intentions and Switching Cost. A Study on Traveling Industry in Pakistan

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