Implementing the consumer-based brand equity scale for beer brands – a tyskie summary the concept and management of brand equity is of great importance to scholars and managers in t his article, brand equity is approached from the consumers’ point of view ie, consumer -based. Jump to content log in | register | help | help . Reviewing the concept of brand equity and evaluating consumer-based brand equity (cbbe) models sanaz farjam 1, xu hongyi2 school of management, wuhan university of technology, wuhan, prchina, 430070 reviewing the concept of brand equity and evaluating consumer-based brand equity (cbbe) models 15. Design/methodology/approach – based on the recommendations of extant research, the scale constructed to measure consumer-based brand equity in this study included brand personality measures. Summary the customer-based brand equity (cbbe) model maintains that building a strong brand involves a series of logical steps: 1) establishing the proper brand identity, the question to ask is, to what extent is marketing activity affecting the key dimensions of brand resonance – consumer loyalty, attachment, community, or engagement.
– based on the recommendations of extant research, the scale constructed to measure consumer‐based brand equity in this study included brand personality measures. Brand equity is the positive effect of the brand on the difference between the prices that the consumer accepts to pay when the brand is known compared to the value of the benefit received there are two schools of thought regarding the existence of negative brand equity.
Financial and customer‐based perspectives brand equity has been examined from two different perspectives – financial and customer based the first perspective of brand equity that is not discussed in this article is the financial asset value it creates to the business franchise. Keller's brand equity model is also known as the customer-based brand equity (cbbe) model kevin lane keller, a marketing professor at the tuck school of business at dartmouth college, developed the model and published it in his widely used textbook, strategic brand management . 'brand equity' is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more revenue simply brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions according to.
Customer-based brand equity means understanding your customers’ wants and needs, which allows you to create a trustworthy, likable brand read more here. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal self-congruence, brand identification and lifestyle-congruence—are found to have positive effects on consumer satisfaction.
The publication of “conceptualizing, measuring, and managing customer-based brand equity” in the journal of marketing in 1993 was an important crossroads in my research career (keller 1993)writing the cbbe article gave me a chance to both look back, in terms of what i had learned and believed about branding, as well look forward, in terms of what i wanted to focus my research and writing. Customer-based brand equity is evaluating the consumer’s response to a brand name (keller 1993, shocker et al 1994) reviewing the current literature on brand equity, there is a plethora of brand equity definitions and. The goal of this article by rego, billett and morgan is to uncover the relationship between consumer-based brand equity and firm risk from financial angle.
To capture the concept of consumer-based brand equity, in this article it was drawn on four of da aaker’s five -core brand equity dimensions ie, brand awareness, brand associations, perceived quality, and brand loyalty. Country image and consumer-based brand equity: relationships and implications for international marketing.