دانلود رایگان مقاله انگلیسی ایجاد ارزش برند مبتنی بر مشتری برندهای بومی:نقش ابعاد کیفیت برند - Sage 2018

Abstract

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

Conclusion

The purpose of this research was to understand the role of brand equity dimensions in building consumer-based brand equity by using smartphones as product stimuli in the Indian market by testing Aaker’s19 model. In this study, we explored the relationships between dimensions of brand equity and overall brand equity by developing hypotheses based on the findings from previous studies. We operationalized the constructs and empirically examined the relationships between brand equity and its dimensions. The EFA yielded four different and unique dimensions. Perceived quality and brand associations were found to be positively and significantly related to brand equity, thus enhancing the generalizability of related findings from previous studies. The insignificant impact of brand loyalty on brand equity shows the changing technology trends and consumer behaviour. The traditional concept of brand loyalty’s impact on brand equity is losing its significance in a technological product category such as a smartphone. Apart from developing a reliable and parsimonious scale, an important contribution of our study is the empirical evidence that consumer-based brand equity is multidimensional, endorsing Aaker’s19 conceptualization of brand equity. Furthermore, the distinctiveness of this study is the incorporation of brand personality measures as part of brand association scale to enlarge the scope of brand associations. Since brand equity is rooted in these dimensions, academicians and brand managers can capitalize on the strength of these dimensions. This study provides a comprehensive tool for managers to keep a tab on the brand health through measurement of multiple brand equity drivers. Strategically, the outcomes of this study will provide marketers a clear path for building their brands most effectively.