Articlebronze2011

Male And Female Influence On Hypermarket Brand Equity

13 citations0/0 files storedInternational Business & Economics Research Journal (IBER)

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Based on the customer-based brand equity theory (Keller, 1993) and its retail construct measures of brand loyalty, brand awareness, perceived quality, and brand association (Pappu, Quester, and Cooksey, 2006), gender differences are presented, tested and analyzed. The study finds that females have significantly higher brand association (p < 0.01) and total brand equity (p < 0.05). This article concludes with the implications and research opportunities for branding scholars and to consumer product manufacturers and retailers.

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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 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1999Whence Consumer Loyalty?1997Dimensions of Brand Personality

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