Determinants of Brand Equity: Offering a Model to Chocolate Industry

Authors: Emari Hossien

Abstract:

This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors are influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand loyalty and brand image are important components of brand equity in this industry. Moreover, the role of brand loyalty and brand image as mediating factors in the intention of brand equity are supported. The principal contribution of the present research is that it provides empirical evidence of the multidimensionality of consumer based brand equity, supporting Aaker´s and Keller´s conceptualization of brand equity. The present research also enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index in chocolate industry of Iran particularly is novel.

Keywords: brand equity, brand personality, structural equationmodeling, Iran.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1062050

References:

[1] O. Aaker, D.A., (1991), "Managing Brand Equity╩╝, The Free Press, New York, NY.
[2] Aaker, J., (1997), "Dimensions of Brand Personality╩╝, Journal of Marketing Research, Vol. 34. No. 3, PP.347-356.
[3] Abdullah, L., and Asngari, H., (2011), "Factor Analysis In Describing Consumer Preferences For A Soft Drink Product In Malaysia ╩╝, Journal of Applied Science, Vol. 11, No.1, PP. 139-144, ISSN:1812-5654, DOI: 10.3923/jas.2011.139.141.
[4] Atligan, E., and et al., (2005), "Determinants of The Brand Equity A Verification Approach In The Beverage Industry In Turkey╩╝, Marketing Intelligence & Planning, Vol. 23. No. 3, PP.237-248, DOI 10.1108/02634500510597283.
[5] Bamert, T., and Wehrli, H., (2005), "Service Quality As An Important Dimension Of Brand Equity In Swiss Service Industries, Managing Service Quality, Vol. 15, No. 2, PP. 132-141, DOI 10.1108/09604520510585325.
[6] Bong, N., and et al., (1999), "Measuring Brand Power: Validating A Model For Optimizing Brand Equity╩╝, Journal of Product & Brand Management, VOL. 8 NO. 3, pp. 170-184.
[7] Boo, S., Busser, J., and Baloglu, S., (2009), "A Model of Customer- Based Brand Equity And Its Application To Multiple Destinations , Tourism Management, Vol. 30, PP. 219-231, ISSN: 1061-0421, DOI: 10.1016/j.tourman.2008.06.003.
[8] Bravo, R., and et al., (2007), "Family As A Source of Consumer-Based Brand Equity, Journal of Product & Brand Management, Vol.16, No.3, PP.188-199, ISSN 1061-0421, DOI 10.1108/10610420710751564.
[9] Chang, P., Chieng, M., (2006), "Building Consumer Brand Relationship: A Cross-Cultural Experiential View╩╝, Psychology & Marketing, Vol. 23, No. 11, PP. 927-959, DOI: 10.1002/mar.20140.
[10] Chaudhuri, A., (1995), "Brand Equity Or Double Jeopardy?╩╝, Journal Of Product & Brand Management, Vol. 4, No.1, PP. 26-32, ┬® MCB University Press, 1061-0421.
[11] Delgado, E., and et al., (2005), "Does Brand Trust Matter to Brand Equity? ╩╝, Journal of Product &Brand Management, Vol. 14, No. 3, PP. 187-196.
[12] Diamantopoulos, A., and Grime, G., (2005), "The Impact of Brand Extensions on Brand Personality: Experimental Evidence╩╝, European Journal Of Marketing, Vol. 32, No .1, PP. 129-149.
[13] Emari, H., Iranzadeh, S., and Bakhshayesh, S., (2011), "Determining the Dimensions of Service Quality in Banking Industry: Examining Gronrooss Model n Iran", Trends in Applied Science Research, vol. 6, No.1, pp. 53-60, ISSN: 1819-3579, DOI:10.3923/tasr.2011.53.60.
[14]
[Esengun, K., Gunduz, O., Akay, M., and Cicek, A., (2006), "Assessment of Local Governments╩╝ Efforts In Challenging To Environmental Problems Using Factor Analysis: A Case Study To Turkey╩╝, Journal of Applied Science, Asian Network For Scientific Information, Vol. 6, No.5, PP. 1052-1058, ISSN:1812-5654.
[15]
[Feldwick, P., (1996), "Do we really need brand equity? ", The Journal of Brand Management, Vol. 4, No. 1, pp. 9-28.
[16] Geuens, M., and et al., (2009), "A New Measure of Brand Personality╩╝, International Journal of Research In Marketing, Vol. 26, PP. 97-107, DOI:10.1016/j.ijresmar.2008.12.002.
[17] Givi, H., Ebrahimi, A., Nasrabadi, M., and Safari, H., (2010), "Providing Competitiveness Assessment Model for State And Private Banks of Iran, The International Journal of Applied Economics and Finance, Asian Network For Scientific Information, Vol. 4, No.4, PP. 202-219, ISSN:1991-0886.
[18] Gokturk, S., and Mueller, R., (2010), "Multidimensionality of Teacher Participation In School Decision Making╩╝, Journal of Applied Science, Asian Network For Scientific Information, Vol. 10, No.14, PP. 1421- 1427, ISSN:1812-5654.
[19] Kang, G. James, J., (2004), "Service Quality Dimensions: An Examination of Gronrooss Service Quality Model╩╝, Managing Service Quality, Vol. 14, No. 4, PP. 266-277, DOI: 10.1108/09604520410546806.
[20] Kapferer, J., (2008), "The New Strategic Brand Management╩╝, Kong Page, Philadelphia and London, PP. 9-12, ISBN: 9780749450854.
[21] Kassim, N.M. Abdulla, A.M. (2006), "The influence of attraction on internet banking; an extension to the trust-relationship commitment model" International Journal of Banking, Vol.24, No.6, PP.424-442, DOI 10.1108/02652320610701744.
[22] Keller, K.L., (2003), "Strategic Brand Management: Building, Measuring and Managing Brand Equity╩╝, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
[23] Kim, H., and et al., (2003), "The Effect of Consumer- Based Brand Equity On Firms╩╝ Financial Performance╩╝, Journal of Consumer Marketing, Vol. 20, No.4, PP. 335-351, DOI: 10.1108/07363760310483694.
[24] Kim, K., and et al., (2008), "Brand Equity in Hospital Marketing╩╝, Journal of Business Research, Vol. 61, PP. 75-82, DOI:10.1016/j.jbusres.2006.05.010.
[25] Kotler, P& et al., (2007), "Marketing Management ╩╝, Pearfon Education, PP. 256-260, ISBN: 81-317-0200-6.
[26] Kotler, P., (2003a), "Marketing Insight From A To Z : 80 Concepts Every Manager Needs To Know ╩╝, John Wiley &Sons, INC., PP. 8-12 , ISBN: 0-471-26867-4.
[27] Kotler, P., (2003b), "A Framework for Marketing Management ╩╝, Printice Hall, Second Adition, PP.47, ISBN: 0-13-120427-0.
[28] Kotler, P., Armstrong, G., (2006), "Principle Of Marketing ╩╝, Pearson Education, Eleventh Adition, PP. 277-279,ISBN: 81-7758-107-4
[29] Kotler, P., Armstrong, G., Saunders, J., Wong, V., (1999), "Principle Of Marketing, Copyright ┬® Prentice Hall Europe 1996, 1999, Second European Edition, PP.527, ISBN 0-13-262254-8.
[30] Kotler, P., Keller, K., (2006), "Marketing Management╩╝, Printice Hall, Twelfth Adition, PP. 412, ISBN: 0-13-145757-8.
[31] Kotler, P., Keller, K., Koshy, A., Jha, M., (2007), "Marketing Management: A South Asian Perspective, Pearson Education, Twelfth Adition, PP.340, ISBN: 81-317-0200-6.
[32] Pappu, R., and et al., (2005), "Consumer-Based Brand Equity: Improving The Measurement - Empirical Evidence ╩╝, Journal of Product & Brand Management, Vol. 14, No.3, PP. 143-154, ISSN: 1061-0421, DOI:10.1108/10610420510601012.
[33] Pappu, R., and et al., (2006), "Consumer-Based Brand Equity and Country-Of-Origin Relationships Some Empirical Evidence ╩╝, European Journal of Marketing, Vol. 40, No. 5/6, pp. 696-717, DOI 10.1108/03090560610657903.
[34] Patricia, N., (2000), "Complete Idiot's Guide to Brand Management ╩╝, USA: Alpha Books, a Pearson Education Company, PP. 1-14, ISBN: 0- 7865-4477-5.
[35] Rekom, J., Jacobs, G., and Verlegh, P., (2006), "Measuring and Managing The Essence Of A Brand Personality ╩╝, Marketing Letters, Vol. 17, PP. 181-192.
[36] Rezaiean, A., and et al., (2010), "The Relationship between Organizational Justice and Organizational Citizenship Behavior: The Mediating Role of Organizational Commitment, Satisfaction and Trust╩╝, Research Journal of Business Management, Vol. 4, No.2, PP. 112-120, ISSN: 1819-1932.
[37] Salinas, E., Perez, J., (2009), "Modeling the brand extensions' influence on brand image ╩╝, Journal of Business Research, Vol. 62, PP. 50-60, DOI:10.1016/j.jbusres.2008.01.006.
[38] Stephen, D., Mathilda, D., (2008), "Interactive LISREL: Users Guide╩╝, pp.36-44.ISSN: 964-6389-39-7.
[39] Sweeney, j., and Brandon, C., (2006), "Brand Personality: Exploring the Potential to Move from Factor Analytical to Circumflex Models ╩╝, Journal of Business Research, Vol. 23, No.8, PP. 639-663, DOI: 10.1002/mar.20122.
[40] Taylor, S., and et al., (2007), "Understanding (Customer-Based) Brand Equity In Financial Services , Journal of Services Marketing, Vol. 21, No.4, PP. 241-252, ISSN: 0887-6045, DOI: 10.1108/08876040710758540.
[41] Valette, P., and et al., (2009), "The Impact of Brand Personality and Sales Promotions on Brand Equity╩╝, Journal of Business Research, PP. 1-5, DOI:10.1016/j.jbusres.2009.09.015.
[42] Yasin, N., and et al., (2007), "Does Image Of Country Of Origin Matter To Brand Equity? ╩╝, Journal of Product & Brand Management, Vol. 16, No.1, PP. 38-48, ISSN: 1061-0421, DOI: 10.1108/10610420710731142.
[43] Yasin, N., and et al., (2007), "Does Image Of Country Of Origin Matter To Brand Equity?, Journal of Product & Brand Management, Vol. 16, No.1, PP. 38-48, ISSN: 1061-0421, DOI: 10.1108/10610420710731142.
[44] Yoo, B., and Donthu, N., (2001), "Developing and Validating A Multi Dimensional Consumer-Based Brand Equity Scale ╩╝, Journal of Business Research, Vol. 52, PP. 1-14, PII: S0148-2963(99)00098-3.