Media mix elements affecting brand equity: A study of the Indian passenger car market

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

“…Brand loyalty would be seen as "a strong form of attachment refers to the resistance to change and the ability of a brand to survive in fluctuating environments" (Kim et al, 2008, p. 237). Loyal customers reflect more favorable response to a brand relative to non loyal ones (Chattopadhyay et al, 2010), and represent additional advantages (e.g., a barrier to entry) to the firm (Aaker, 1996).…”

“…Perceived quality relates to the consumer's subjective evaluation regarding a product's overall excellence or superiority (Chattopadhyay et al, 2010).…”

“…It considered one of the most important component of consumer-based brand equity (Romaniuk & Nenycz-Thiel, 2013), and it refers to anything about brand that the customer's memory holds (Chattopadhyay et al, 2010). Keller (1993, p. 3) stated that "the favorability, strength, and uniqueness of brand associations are the dimensions distinguishing brand knowledge that play an important role in determining the differential response that makes up brand equity, especially in high involvement decision settings.…”

“…Advertising generates value (Cobb-Walgren, Ruble & Donthu, 1995), as it increases the brand awareness (Buil et al, 2013;Srinivasan et al, 2005;Yoo et al, 2000;Buil et al, 2013;Cobb-Walgren et al, 1995), and participates in creating brand equity (Chattopadhyay et al, 2010). Although, Buil, et al (2013) revealed that advertising does not necessarily support brand associations, Cobb-Walgren et al (1995) found a significant positive relationship between advertising and brand associations; that is true with cleansers, although for hotels, they stated that the associations were neutral or negative.…”

“…Specifically, brand equity could be defined as "a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to the firm's customers" (Erdem, Swait, Broniarczyk, Chakravarti, Kapferer, Keane, Roberts, Steenkamp, & Zettelmeyer, 1999, p. 302). Brand equity is value granted by the brand to the product (Chattopadhyay, Dutta, & Sivani, 2010;Yoo & Donthu, 2001;Yoo, Naveen, & Sungho, 2000;Park & Srinivasan, 1994;Keller, 1993;Simon & Sullivan, 1993, Srinivasan, Park, & Chang, 2005, thus it is an interesting matter in both, industrial and consumer marketing (Kim & Hyun, 2011). Brand equity considered a pivotal issue in the marketing domain for practitioner and academics as well (Buil et al, 2013;Baldauf et al, 2009), which could be noticed since the late of 1980s (Srinivasan et al, 2005).…”