IDEAS home Printed from https://ideas.repec.org/a/sae/metjou/v16y2017i1p45-59.html
   My bibliography  Save this article

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Author

Listed:
  • Rajesh Sharma

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.

Suggested Citation

  • Rajesh Sharma, 2017. "Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions," Metamorphosis: A Journal of Management Research, , vol. 16(1), pages 45-59, June.
    • Handle: RePEc:sae:metjou:v:16:y:2017:i:1:p:45-59
    DOI: 10.1177/0972622517702187
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972622517702187
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972622517702187?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    2. Debanjan Mitra & Peter N. Golder, 2006. "How Does Objective Quality Affect Perceived Quality? Short-Term Effects, Long-Term Effects, and Asymmetries," Marketing Science, INFORMS, vol. 25(3), pages 230-247, 05-06.
    3. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    4. Brodie, Roderick J. & Whittome, James R.M. & Brush, Gregory J., 2009. "Investigating the service brand: A customer value perspective," Journal of Business Research, Elsevier, vol. 62(3), pages 345-355, March.
    5. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    6. Victor V Cordell, 1992. "Effects of Consumer Preferences for Foreign Sourced Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(2), pages 251-269, June.
    7. Kumar, Archana & Lee, Hyun-Joo & Kim, Youn-Kyung, 2009. "Indian consumers' purchase intention toward a United States versus local brand," Journal of Business Research, Elsevier, vol. 62(5), pages 521-527, May.
    8. Milberg, Sandra J. & Sinn, Francisca, 2008. "Vulnerability of global brands to negative feedback effects," Journal of Business Research, Elsevier, vol. 61(6), pages 684-690, June.
    9. Rob Bailey & Stephen Ball, 2006. "An exploration of the meanings of hotel brand equity," The Service Industries Journal, Taylor & Francis Journals, vol. 26(1), pages 15-38, January.
    10. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rizwan Raheem Ahmed & Erum Zahoor Zaidi & Syed Hasnain Alam & Dalia Streimikiene & Vishnu Parmar, 2023. "Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(62), pages 265-265, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tsuen-Ho Hsu & Li-Chu Hung & Jia-Wei Tang, 2012. "An analytical model for building brand equity in hospitality firms," Annals of Operations Research, Springer, vol. 195(1), pages 355-378, May.
    2. Rajesh Sharma, 2017. "Understanding the Role of Store Image in Influencing Customer-based Brand Equity and Its Dimensions in Indian Sportswear Industry," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 42(3), pages 167-189, August.
    3. Esen ŞAHİN & Melis ATTAR & Aboobakr NIAVAND, 2020. "The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)," Istanbul Management Journal, Istanbul University Business School, vol. 0(88), pages 21-55, June.
    4. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    5. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
    6. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    7. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    8. Massoud Moslehpour & Ka Yin Chau & Alaleh Dadvari & Ben-Roy Do & Victoria Seitz, 2019. "What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries," Sustainability, MDPI, vol. 11(24), pages 1-22, December.
    9. Barreda, Albert A. & Bilgihan, Anil & Nusair, Khaldoon & Okumus, Fevzi, 2016. "Online branding: Development of hotel branding through interactivity theory," Tourism Management, Elsevier, vol. 57(C), pages 180-192.
    10. Hanna Górska-Warsewicz, 2022. "Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review," IJERPH, MDPI, vol. 19(15), pages 1-36, July.
    11. Hayford Amegbe & Charles Hanu & Rexford Atunwey, 2016. "Customer based Brand Equity and the Competitive Performance of Private Universities in Ghana," Ekonomika a Management, Prague University of Economics and Business, vol. 2016(3).
    12. Pankaj Kumar Singh & J. K. Pattanayak, 2016. "Study of the Relationship among the Factors of Brand Equity: A Study on Fast-food Brands," Global Business Review, International Management Institute, vol. 17(5), pages 1227-1239, October.
    13. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    14. García, Juan A. & Gómez, Mar & Molina, Arturo, 2012. "A destination-branding model: An empirical analysis based on stakeholders," Tourism Management, Elsevier, vol. 33(3), pages 646-661.
    15. Lee, Jaeha & Nguyen, Minhthu Jill, 2017. "Product attributes and preference for foreign brands among Vietnamese consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 76-83.
    16. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    17. Mohammad Shariq & Bilal Mustafa Khan & Aftab Haider Rizvi, 2014. "An Exploratory Analysis of Marketing Elements and Brand Equity in the UAE FMCG Category," Jindal Journal of Business Research, , vol. 3(1-2), pages 121-136, June.
    18. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    19. Mirzaei, Abas & Baumann, Chris & Johnson, Lester W. & Gray, David, 2016. "The impact of brand health on customer equity," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 8-16.
    20. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:metjou:v:16:y:2017:i:1:p:45-59. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.