The Effect of Brand Attitude and Brand Image on Brand Equity

Faircloth, James B.; Capella, Louis M.; Alford, Bruce L.

doi:10.1080/10696679.2001.11501897

Cited by 475 publications

(391 citation statements)

References 32 publications

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“…Finally, prior studies also confirmed brand attitude as an antecedent of brand equity, i.e. consumers' favor/disfavor of a brand (Faircloth, Capella, and Alford 2001;Broyles et al 2010). Assuming that positive brand evaluations of consumers can reflect perceptions of exclusivity, which contribute to brand equity, we present the following hypothesis:…”

Section: Brand Attitudementioning

confidence: 99%

The effect of social media communication on consumer perceptions of brands

Schivinski

Dąbrowski

2014

Journal of Marketing Communications

617

400

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Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that usergenerated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

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Section: Brand Attitudementioning

confidence: 99%

The effect of social media communication on consumer perceptions of brands

Schivinski

Dąbrowski

2014

Journal of Marketing Communications

617

400

View full text Add to dashboard Cite

show abstract

“…However, there is considerable empirical evidence that suggests it requires more than mere awareness and associations to influence consumer decision-making. For example, Faircloth, Capella, and Alford (2001) showed that a consumer"s cognitive evaluation of brand associations influenced the brand equity of a given product. The implications of these results suggest that mere mental thoughts that come to mind (i.e.…”

Section: Figure 3 Hypothesized Causal Modelmentioning

confidence: 99%

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

Gordon¹,

James²

2017

IJBA

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The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer"s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a consumer-based brand equity model based on Keller"s (2003a) brand equity pyramid that explains how consumer perceptions influence brand resonance. Data were collected from a general consumer sample (n = 787) in a mid-sized southeastern community in order to validate the consumer-based brand equity model. The results from an examination of the structural model confirmed a significant relationship between brand awareness and brand associations as posited by previous research. Brand associations were found to have a significant impact on a consumer"s cognitive evaluation (brand superiority) and affective response (brand affect) to a focal brand in the service realm. Further, this study highlighted the important role that emotions play in the process of building strong brand equity. Cumulatively, these findings revealed that two attitudinal constructs (brand superiority and brand affect) played a differential role in the brand association-brand resonance relationship in the services context.

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“…According to Faircloth et al (2001) brand equity has been criticized by some for an alleged lack of managerial relevance. They performed a study which operationalized brand equity and empirically examined a conceptual model adapted from the work of Aaker (1991) and Keller (1993) considered the impact of brand attitude and brand image on brand equity.…”

Section: Introductionmentioning

confidence: 99%

Measuring brand equity in banking industry: A case study of Mellat Bank

Nadernezhad¹,

Vakilalroaia²

2013

10.5267/j.msl

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This study examines the influencing factors on brand equity in banking industry. The proposed study designs a questionnaire consists of 16 questions for measuring brand loyalty, brand awareness, brand compatibility and perceived quality in one of Iranian banks named Mellat Bank. Using a descriptive and non-experimental study, the proposed study gathers data and analyze them using t-student test. The results indicate that three components including brand loyalty, brand awareness and brand equity compatibility on brand equity of Mellat bank branches in Mazandaran province are in desirable level but the effect of perceived quality indicator on brand equity of Mellat Bank is not desirable. The study provides necessary suggestions to improve the quality of services for the proposed case study.

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The Effect of Brand Attitude and Brand Image on Brand Equity

Cited by 475 publications

References 32 publications

The effect of social media communication on consumer perceptions of brands

The effect of social media communication on consumer perceptions of brands

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

Measuring brand equity in banking industry: A case study of Mellat Bank

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