From brands in general to retail brands: A review and future agenda for brand personality measurement

Das, Gopal

doi:10.1362/146934712x13286274424389

Cited by 24 publications

(47 citation statements)

References 35 publications

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“…He further criticized that consumers are able to recognize and recall the brand image only if they are aware of the brand existence and have knowledge about the brand (Keller, 1998). As such, addressing the brand awareness alone does not explain on consumer's familiarly with the brand (Das et al, 2012). Hence brand awareness and brand image together create the brand knowledge.…”

Section: Literature Reviewmentioning

confidence: 95%

Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry

Khan¹,

Rahmani²,

Hoe³

et al. 2014

IJBM

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Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. Building the brand equity becomes an important source of differentiation. It is widely recognized the important role of brand image in establishing brand awareness and brand attitude. Numbers of research are still debating on relationship among the dimensions of brand equity and yet no conclusive decision has been made. The purpose of the research is to investigate the relationship among the dimensions of brand equity and propose a model that predicts the purchase intention in fashion industry. The result confirms the casual relationship among the dimensions of brand equity. Interestingly perceived quality rather than brand image has stronger impact on brand loyalty and brand loyalty rather than perceived quality has stronger impact on purchase intention. This study contributes the original model of customer based brand equity of Aaker by introducing brand image as one of the assets to measure the brand equity concept. Strategic guidelines are provided to managers in building the brand loyalty.

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Section: Literature Reviewmentioning

confidence: 95%

Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry

Khan¹,

Rahmani²,

Hoe³

et al. 2014

IJBM

View full text Add to dashboard Cite

show abstract

“…Table 4 lays out the research on the sources of RBE. Retail brand equity positively and directly influences the consumer's response (retail brand choice and intention to buy) towards the retail brand Das et al (2012aDas et al ( , 2012b Retailer (department stores) personality (dimensions: sophistication, empathy, dependability, authenticity, vibrancy)…”

Section: Discussionmentioning

confidence: 99%

Act Like a Retailer, Think Like a Brand: An Overview of Retailer Brand Equity and Agenda for Future Research in Indian Context

Rashmi

Dangi

2016

Asia-Pacific Journal of Management Research and Innovation

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There exists a vast body of literature on brand equity (BE). In comparison, research on its application to retailers is scarce and more recent. This review brings together strands from the fragmented literature on BE of retailers. Active research on retailer's equity began only in the recent decade, though earlier scholars have hinted at the existence of the phenomenon previously. Therefore, conceptualisation of retail equity is still in want of consensus. This article synthesises empirical evidence on operationalisation of retailer brand equity (RBE), validation of its frameworks and its antecedent-consequent relationships. We reviewed 160 BE-related papers, a majority of which focused on retail brands. The more relevant of these research articles were published during the years 2003-2014. Results of these researches have been distilled into an integrative model for RBE. KeywordsBrand management, corporate branding, retailer brand equity, consumer-based retailer brand equity, retail equity

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“…Consumers' purchase intention toward the brand would be higher when brand is positively perceived (Wang and Yang, 2008). Simultaneously marketers also have accepted the significance of creating a clear, unique brand personality (Das et al, 2012;Keller and Richey, 2006) and have taken brand equity as a main compelling factor of consumer preference, usage and purchase intention (Keller, 2003;Romero and Gomez, 2015). It is contended that the higher levels of consumer brand preference is generated due to higher level of brand equity, purchase intentions (Berry, 2000;Chang and Liu, 2009;Senthilnathan and Tharmi, 2012) and repurchase intention (Hellier et al, 2003).…”

Section: Brand Equitymentioning

confidence: 99%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

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Abstract:The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

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From brands in general to retail brands: A review and future agenda for brand personality measurement

Cited by 24 publications

References 35 publications

Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry

Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry

Act Like a Retailer, Think Like a Brand: An Overview of Retailer Brand Equity and Agenda for Future Research in Indian Context

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

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