Articlediamond2019

The Impact of Consumer-Based Brand Equity on Word-of-Mouth Behavior

15 citations0/0 files storedInternational Journal of Business and Social Science

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This study aims to fulfill two theoretical gaps; proposing an integrated model that consists of components and consequence of brand equity.We first categorize brand equity in four principal and different perspectives that have been addressed by academics: firm, consumer, integrated, and internal perspective.Second we theorize consumerbased brand equity as four continuum dimensions (i.e.awareness, perceived quality, social image, emotional attachment) as sources which could generate a positive consumer behavior responses (i.e.Word Of Mouth behavior).A survey method was conducted to assess the predictive ability of CBBE sources.The result shows that brand awareness, perceived quality, social brand image, and brand emotional attachment all together constitute a value added by the brand to the product, and all dimensions contribute positively and significantly to WOM behavior as expected.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1979A Paradigm for Developing Better Measures of Marketing Constructs 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1996Measuring Brand Equity Across Products and Markets 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2001Developing and validating a multidimensional consumer-based brand equity scale 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 1987Product/Consumption-Based Affective Responses and Postpurchase Processes

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