Examining Brand Equity through Loyalty and Quality: A Cross-Sector Analysis
Year: 2025
Type: article
Study design: Observational Study
Abstract: In the contemporary competitive business landscape, brand equity has become a vital strategic asset influencing consumer behavior, market performance, and long-term organizational value. Among its key antecedents, Brand Loyalty and Perceived Quality play a central role in shaping consumer perceptions and enhancing brand strength. This study investigates the impact of these two constructs on Brand Equity across three prominent sectors: Automobile, Banking, and FMCG. Drawing from Aaker’s Brand Equity Model and the Resource-Based View (RBV), the research adopts a quantitative methodology, utilizing a structured questionnaire to collect primary data from 323 respondents. The study employs descriptive statistics, reliability analysis, correlation, and regression techniques to examine the strength and significance of relationships between the variables. The results confirm that both Brand Loyalty and Perceived Quality serve as critical drivers of Brand Equity across all three sectors, underscoring their strategic importance in consumer brand evaluation. This research contributes to existing literature by offering a sector-wise empirical perspective and highlights the need for brand managers to prioritize loyalty-building efforts and consistent quality delivery to strengthen brand equity in a dynamic and diverse marketplace.
Authors: Aastha Chauhan, Bhag Singh Bodla
Institution: Kurukshetra University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410512836