Year: 2019
Type: article
Study design: Observational Study
Abstract: This study aims to fulfill two theoretical gaps; proposing an integrated model that consists of components and consequence of brand equity.We first categorize brand equity in four principal and different perspectives that have been addressed by academics: firm, consumer, integrated, and internal perspective.Second we theorize consumerbased brand equity as four continuum dimensions (i.e.awareness, perceived quality, social image, emotional attachment) as sources which could generate a positive consumer behavior responses (i.e.Word Of Mouth behavior).A survey method was conducted to assess the predictive ability of CBBE sources.The result shows that brand awareness, perceived quality, social brand image, and brand emotional attachment all together constitute a value added by the brand to the product, and all dimensions contribute positively and significantly to WOM behavior as expected.
Author: Laradi Sofiane
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2946540644