The Antecedents and Consequences of Brand Image: Based on Keller’s Customer-Based Brand Equity

Abstract

Due to the fact that brand equity has received significant research attention, brand image in the customer-based brand equity framework, has been recognized as an important concept in marketing and consumer behavior research.While an increasing number of studies have focused on conceptualizing brand image, empirical research on brand image in the restaurant industry has been consistently criticized for deficiencies of theoretical grounding and conceptual rigor.Therefore, there is an urgent need to investigate ways in which brand image can be empirically measured so that researchers can effectively analyze the key variables related to it.The current study attempted to bridge this existing gap by developing an effective brand image measurement and model.Grounded in the foundation of marketing and hospitality literature as well Keller's customer-based brand equity framework, this study developed a conceptual model that explains the relationships between the antecedents and consequences of brand image.The objectives of this research are: 1) to develop reliable and valid scales to measure brand image in a restaurant context; 2) to propose an integrated model of the causal relationship between the antecedents and consequences of brand image, by relying on Keller's customer-based brand equity framework.Based on the proposed model, nine hypotheses were developed with six latent variables.

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