IDEAS home Printed from https://ideas.repec.org/a/spr/rvmgts/v12y2018i4d10.1007_s11846-017-0235-2.html
   My bibliography  Save this article

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Author

Listed:
  • Amin Ansary

    (National University of Malaysia)

  • Nik M. Hazrul Nik Hashim

    (National University of Malaysia)

Abstract

In today’s competitive landscape, organizations are progressively searching for valuable practices to create strong consumer-based brand equity. Managers must remain vigilant and receptive to factors that influence brand equity. Accordingly, this paper addresses this issue. Specifically, the paper empirically investigates the mediating roles of three drivers of brand equity in the brand image—consumer-based brand equity relationship and explores the moderating roles of product type and word of mouth (WOM) on the linkages between brand image and brand equity. In order to understand these relationships, a questionnaire survey was administered among brand consumers, yielding a total of 321 responses. Confirmatory factor analysis and Cronbach’s alpha were utilized to estimate the validity and reliability of the measures. Structural equation modeling with maximum likelihood estimation was employed to test the hypotheses. The authors find that brand image positively affects brand attachment, brand attitude, and brand awareness. Brand attachment and attitude positively influence consumer-based brand equity. The findings show that brand attachment and brand attitude partially mediate the relationship between brand image and brand equity. Product type and WOM have a significant moderating effect on the relationships among brand image, drivers of brand equity, and brand equity. The authors discuss the limitations of the study and provide future research directions.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:rvmgts:v:12:y:2018:i:4:d:10.1007_s11846-017-0235-2
    DOI: 10.1007/s11846-017-0235-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11846-017-0235-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11846-017-0235-2?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    2. Kukar-Kinney, Monika & Ridgway, Nancy M. & Monroe, Kent B., 2012. "The Role of Price in the Behavior and Purchase Decisions of Compulsive Buyers," Journal of Retailing, Elsevier, vol. 88(1), pages 63-71.
    3. Samy Belaïd & Azza Temessek Behi, 2011. "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context," Post-Print hal-02180696, HAL.
    4. Pui Ng & Muhammad Butt & Kok Khong & Fon Ong, 2014. "Antecedents of Green Brand Equity: An Integrated Approach," Journal of Business Ethics, Springer, vol. 121(2), pages 203-215, May.
    5. Priester, Joseph R, et al, 2004. "The A[supercript 2]SC[superscript 2] Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 574-587, March.
    6. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 454-462, March.
    7. Klein, Lisa R., 1998. "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods," Journal of Business Research, Elsevier, vol. 41(3), pages 195-203, March.
    8. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    9. Wright, Alice A & Lynch, John G, Jr, 1995. "Communication Effects of Advertising versus Direct Experience When Both Search and Experience Attributes Are Present," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 708-718, March.
    10. Javeria Shabbir, 2013. "Impact of Perceptual Dimensions and Behavioral dimension on brand equity in Pakistan," Information Management and Business Review, AMH International, vol. 5(7), pages 347-359.
    11. Kim, Kyung Hoon & Kim, Kang Sik & Kim, Dong Yul & Kim, Jong Ho & Kang, Suk Hou, 2008. "Brand equity in hospital marketing," Journal of Business Research, Elsevier, vol. 61(1), pages 75-82, January.
    12. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    13. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    14. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    15. 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.
    16. Cindy Lombart & Didier Louis, 2010. "Impact of brand personality in 3 major relational consequences (trust, attachment and commitment to the brand)," Post-Print hal-00771151, HAL.
    17. Bettman, James R & Park, C Whan, 1980. "Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 234-248, December.
    18. Liao, Shuling & Cheng, Colin C.J., 2014. "Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2919-2925.
    19. Imran Anwar Mir, 2013. "Examination of attitudinal and intentional drivers of non-deceptive counterfeiting in a South Asian context," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(3), pages 601-615, June.
    20. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    21. Stigler, George J., 2011. "Economics of Information," Ekonomicheskaya Politika / Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 5, pages 35-49.
    22. Duan, Wenjing & Gu, Bin & Whinston, Andrew B., 2008. "The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry," Journal of Retailing, Elsevier, vol. 84(2), pages 233-242.
    23. Bambauer-Sachse, Silke & Mangold, Sabrina, 2011. "Brand equity dilution through negative online word-of-mouth communication," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 38-45.
    24. Lim, Boon C. & Chung, Cindy M.Y., 2011. "The impact of word-of-mouth communication on attribute evaluation," Journal of Business Research, Elsevier, vol. 64(1), pages 18-23, January.
    25. Leila Hamzaoui-Essoussi & Dwight Merunka & Boris Bartikowski, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Post-Print hal-01822305, HAL.
    26. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
    27. 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.
    28. 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.
    29. Jacoby, Jacob & Szybillo, Geroge J & Busato-Schach, Jacqueline, 1977. "Information Acquisition Behavior in Brand Choice Situations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(4), pages 209-216, March.
    30. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    31. Laroche, Michel & Kim, Chankon & Zhou, Lianxi, 1996. "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, vol. 37(2), pages 115-120, October.
    32. Chattopadhyay, Amitava & Alba, Joseph W, 1988. "The Situational Importance of Recall and Inference in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 1-12, June.
    33. Hoch, Stephen J & Ha, Young-Won, 1986. "Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 221-233, September.
    34. P. M. Bentler & Chih-Ping Chou, 1987. "Practical Issues in Structural Modeling," Sociological Methods & Research, , vol. 16(1), pages 78-117, August.
    35. Canon Tong & Anthony Wong & Steven Leung, 2013. "The Mediating Effects of Service Charge Transparency on the Relationship between Corporate Social Responsibility and Customer Behaviour in Hong Kong¡¯s Retail Banking Sector," Business and Economic Research, Macrothink Institute, vol. 3(1), pages 56-88, June.
    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. Dr. Lady & Andrean Kie, 2020. "Effects of Social Media on Purchase Intention and Brand Equity of Marketplace Sites in Indonesia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 423-426, June.
    2. Marion Garaus & Elisabeth Wolfsteiner, 2023. "Media multitasking, advertising appeal, and gender effects," Review of Managerial Science, Springer, vol. 17(2), pages 539-567, February.
    3. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
    4. Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.
    5. Feng Xu & Wenxia Niu & Shuaishuai Li & Yuli Bai, 2020. "The Mechanism of Word-of-Mouth for Tourist Destinations in Crisis," SAGE Open, , vol. 10(2), pages 21582440209, May.
    6. Abdullah Uslu & Gözde Seval Ergün, 2021. "The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(2), pages 149-164.
    7. Mobin Fatma & Imran Khan, 2024. "Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 469-481, September.
    8. Chunlin Yuan & Shuman Wang & Yue Liu, 2023. "AI service impacts on brand image and customer equity: empirical evidence from China," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 61-76, January.
    9. Qiuxue Luo & Mayuree Suacamram, 2022. "Product Innovation and National Image of Chinese Products in the Eyes of Thai People," SAGE Open, , vol. 12(1), pages 21582440221, March.
    10. Luis J. Callarisa-Fiol & Miguel Ángel Moliner-Tena & Rosa Rodríguez-Artola & Javier Sánchez-García, 2023. "Entrepreneurship innovation using social robots in tourism: a social listening study," Review of Managerial Science, Springer, vol. 17(8), pages 2945-2971, November.
    11. Friederike Paetz, 2021. "Recommendations for Sustainable Brand Personalities: An Empirical Study," Sustainability, MDPI, vol. 13(9), pages 1-18, April.
    12. Salman Hussain & Jibran Khan & Asadullah Lakho & Abdul Saleem, 2022. "Implementation of Theory of Planned Behavior to Understand Brand love and Its Outcomes," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 152-137, December.
    13. Quang Bach Tran & Quoc Hoi Le & Hoai Nam Nguyen & Dieu Linh Tran & Thi Thuy Quynh Nguyen & Thi Thanh Thuy Tran, 2021. "The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam," JRFM, MDPI, vol. 14(4), pages 1-12, April.
    14. Elif Idemen & Ayse Banu Elmadag & Mehmet Okan, 2021. "A qualitative approach to designer as a product cue: proposed conceptual model of consumers perceptions and attitudes," Review of Managerial Science, Springer, vol. 15(5), pages 1281-1309, July.

    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. Hsiang-Ming Lee & Tsai Chen & Ya-Hui Hsu & Yu-Chi Wu, 2018. "Effect Of Complementary Product Fit And Brand Awareness On Brand Attitude After M&As: Word Of Mouth As A Moderator," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 12(1), pages 51-67.
    2. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    3. Khare, Adwait & Labrecque, Lauren I. & Asare, Anthony K., 2011. "The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings," Journal of Retailing, Elsevier, vol. 87(1), pages 111-126.
    4. 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.
    5. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    6. Park, Cheol & Lee, Thae Min, 2009. "Information direction, website reputation and eWOM effect: A moderating role of product type," Journal of Business Research, Elsevier, vol. 62(1), pages 61-67, January.
    7. Yang, Jun & Mai, Enping (Shirley), 2010. "Experiential goods with network externalities effects: An empirical study of online rating system," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1050-1057, September.
    8. 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.
    9. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    10. Minseok Choi & Kyeongseok Han & Jeongil Choi, 2015. "The effects of product attributes and service quality of transportation card solutions on service user’s continuance and word-of-mouth intention," Service Business, Springer;Pan-Pacific Business Association, vol. 9(3), pages 463-490, September.
    11. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    12. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    13. Agnieszka Zablocki & Bodo Schlegelmilch & Michael J. Houston, 2019. "How valence, volume and variance of online reviews influence brand attitudes," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 61-77, June.
    14. Yuchi Zhang & David Godes, 2018. "Learning from Online Social Ties," Marketing Science, INFORMS, vol. 37(3), pages 425-444, May.
    15. Endo, Seiji & Yang, Jun & Park, JungKun, 2012. "The investigation on dimensions of e-satisfaction for online shoes retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 19(4), pages 398-405.
    16. Kilian, Karsten & Müller, Michael, 2016. "Markencontrolling: Markenerfolg messbar machen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 1-21.
    17. Hailin Zhang & Xina Yuan & Tae Ho Song, 2020. "Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective," Electronic Commerce Research, Springer, vol. 20(3), pages 589-608, September.
    18. Franziska Rischkowsky & Thomas Döring, 2008. "Consumer Policy in a Market Economy Considerations from the Perspective of the Economics of Information, the New Institutional Economics as well as Behavioural Economics," Journal of Consumer Policy, Springer, vol. 31(3), pages 285-313, September.
    19. Smith, Gerald E. & Venkatraman, Meera P. & Dholakia, Ruby Roy, 1999. "Diagnosing the search cost effect: Waiting time and the moderating impact of prior category knowledge," Journal of Economic Psychology, Elsevier, vol. 20(3), pages 285-314, June.
    20. Essig, Richard A., 2024. "The preference for users to experts in the domain of online product ratings," Journal of Business Research, Elsevier, vol. 173(C).

    More about this item

    Keywords

    Brand image; Consumer-based brand equity; Drivers of brand equity; Word of mouth; Contingent effects;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:spr:rvmgts:v:12:y:2018:i:4:d:10.1007_s11846-017-0235-2. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.