Articlehybrid2013

The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

According to Marketing Science Institute (2002), one of the major objectives of marketing research is to assess the strength of brand equity. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the consumer decision making process (Norjaya Mohd. Yasin & Abdul Rahman Zahari, 2011). The aim of this study is to find out the indirect relationship amongst the brand equity dimensions on brand equity. For the purpose of this study, brand equity dimensions include brand association, brand awareness, brand loyalty, perceived quality and brand image. In this study, a sum of 300 usable questionnaires were gathered. The result indicates a mediating relationship amongst the dimensions of brand equity on brand equity.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1994Marketing Research: An Applied Orientation 2010Satisfaction: a behavioral perspective on the consumer 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity 1991Managing brand equity : capitalizing on the value of a brand name.2000An Examination of Selected Marketing Mix Elements and Brand Equity

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