The Impact of Various Facets of Customer-Based Brand Equity on Brand Resonance

Authors

  • S. M. Hasin Ishrak United International University
  • Muhammad Hasan Al-Mamun United International University

DOI:

https://doi.org/10.33736/ijbs.5194.2022

Keywords:

Brand Management, Brand Equity, Customer-Based Brand Equity, Brand Resonance

Abstract

Measuring the extent to which customer-based brand equity (CBBE) influences brand resonance (BR) in the context of carbonated soft drinks industry in Bangladesh was the principal objective of this research. In order to do so, a new BR model was developed. In addition, measuring CBBE was an ancillary objective. CBBE was measured by using the arguably two dominant CBBE instruments: CBBE Model-1 by Yoo and Donthu (2001) and CBBE Model-2 by Netemeyer et al. (2004). BR was measured by an instrument that was developed from the work of Lehmann et al. (2008). The measurement models of both CBBE instruments fit the data satisfactorily with some negligible issues. The BR was measured from two distinct datasets: Dataset-1 and Dataset-2. Though both CBBE instruments had some model fit issues in the causal relationship analyses of CBBE and BR, both CBBE Model-1 and CBBE Model-2 had outstanding explained variance estimates on BR measure. The impact of CBBE on BR is an untapped territory of brand management; therefore, measuring the influence of CBBE on BR along with separately measuring CBBE and BR in multiple product or service categories across industries using the instrument of the current research has great values for practitioners.

References

Aaker, D. A. (1991). Managing brand equity. Simon and Schuster.

Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845

Ambedkar, A. R., Murugesan, P., & Thamaraiselvan, N. (2018). Modeling brand resonance score (BRS)-An application in financial services. Journal of Modelling in Management, 13(1), 119-136. https://doi.org/10.1108/JM2-10-2016-0088

Aziz, N. A., & Yasin, N. M. (2010). Analyzing the brand equity and resonance of banking services: Malaysian consumer perspective. International Journal of Marketing Studies, 2(2), 180-189. https://doi.org/10.5539/ijms.v2n2p180

Cheng, Y. Y., Tung, W. F., Yang, M. H., & Chiang, C. T. (2019). Linking relationship equity to brand resonance in a social networking brand community. Electronic Commerce Research and Applications, 35, 100849. https://doi.org/10.1016/j.elerap.2019.100849

Christodoulides, G., & Chernatony, L. D. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International Journal of Market Research, 52(1), 43-66. https://doi.org/10.2501/S1470785310201053

Cho, E., & Hwang, J. (2020). Drivers of consumer-based brand EQUITY: A two-country analysis of perceived brand origin and identity expressiveness. International Marketing Review, 37(2), 241-259. https://doi.org/10.1108/IMR-12-2018-0351

Duman, T., Ozbal, O., & Duerod, M. (2018). The role of affective factors on brand resonance: Measuring customer‐based brand equity for the Sarajevo brand. Journal of Destination Marketing & Management, 8, 359-372. https://doi.org/10.1016/j.jdmm.2017.08.001

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104

Ghorbani, H. (2019). Mahalanobis distance and its application for detecting multivariate outliers. Facta Universitatis, Series: Mathematics and Informatics, 34(3), 583-595. https://doi.org/10.22190/FUMI1903583G

Habib, S., Hamadneh, N. N., & Khan, M. A. (2021). Influence of electronic word of mouth (eWOM) and relationship marketing on brand resonance: A mediation analysis. Sustainability, 13(12), 6833. https://doi.org/10.3390/su13126833

Huang, C. C., Yen, S. W., Liu, C. Y., & Chang, T. P. (2014). The relationship among brand equity, customer satisfaction, and brand resonance to brand repurchase intention, of cultural and creative industries in Taiwan, The International Journal of Organizational Innovation, 6(3), 106-120. https://www.proquest.com/docview/1491115380?fromopenview=true&pq-origsite=gscholar

Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118

Jang, K. K., Bae, J., & Kim, K. H. (2021). Servitization experience measurement and the effect of servitization experience on brand resonance and customer retention. Journal of Business Research, 130, 384-397. https://doi.org/10.1016/j.jbusres.2020.03.012

Kang, I., Koo, J., Han, J. H., & Yoo, S. (2021). Millennial consumers perceptions on luxury goods: Capturing antecedents for brand resonance in the emerging market context. Journal of International Consumer Marketing, 34(2), 214-230. https://doi.org/10.1080/08961530.2021.1944832

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101

Keller, K. L. (2001). Building customer-based brand equity: A blueprint for strong brands (Report No. 01-107) [Working Paper]. Marketing Science Institute. https://www.msi.org/?post_type=resources&p=2552

Keller, K. (2003). Understanding brands, branding and brand equity. Journal of Direct Data and Digital Marketing Practice, 5, 7-20. https://doi.org/10.1057/palgrave.im.4340213

Keller, K. L. (2013). Strategic Brand Management: Building Measuring, and Managing Brand Equity. Pearson.

Kline, R. B. (1998). Software review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of Psychoeducational Assessment, 16(4), 343-364. https://doi.org/10.1177/073428299801600407

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of Consumer Marketing, 12(4), 11-19. https://doi.org/10.1108/07363769510095270

Lehmann, D. R., Keller, K. L., & Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing, 16(4), 29-56. https://doi.org/10.1509/jimk.16.4.29

MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1(2), 130-149. https://doi.org/10.1037/1082-989X.1.2.130

Mathur, M. (2018). Leveraging social media-based determinants to build customer-based brand equity of a retailer. The International Review of Retail, Distribution and Consumer Research, 28(5), 554-575. https://doi.org/10.1080/09593969.2018.1509799

Martin, G. S., & Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impression construct. In Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Heckler, Gatignon, Fisk and Graham (Eds.) Marketing Theory and Applications. American Marketing Association.

Mills, I., & Williams, A. (2016). Understanding brand equity in campus recreational sports: A consumer-based perspective. Recreational Sports Journal, 40(2), 120-132. https://doi.org/10.1123/rsj.2015-0019

Moore, D., & Wurster, D. (2007). Self-brand connections and brand resonance: The role of gender and consumer emotions. In G. Fitzsimons, & V. Morwitz (Eds.). Advances in Consumer Research Volume 34. Associations for Consumer Research.

Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224. https://doi.org/10.1016/S0148-2963(01)00303-4

Pina, R., & Dias, Á. (2020). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28(2), 99-115. https://doi.org/10.1057/s41262-020-00215-5

Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271-288. https://doi.org/10.1177/002224379403100210

Raji, R. A., Rashid, S. M., & Ishak, S. M. (2018). Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry. Journal of Marketing Communications, 25(5), 511-534. https://doi.org/10.1080/13527266.2018.1455066

Rani, P. (2019). Customer-based brand equity index of Kurukshetra. Journal of Tourism Analysis: Revista De Análisis Turístico, 26(1), 48-61. https://doi.org/10.1108/JTA-11-2018-0034

Raut, U. R., Brito, P. Q., & Pawar, P. A. (2020). Analysis of brand resonance measures to access, dimensionality, reliability, and validity. Global Business Review, 21(1), 162-175. https://doi.org/10.1177/0972150919846964

Raza, M., Salleh, S., Tariq, B., Altayyar, R. S., & Shaari, H. (2020). Investigating the effects of customer-based brand equity on turnover intentions with mediating effect of customer citizenship behavior. Management Science Letters, 10(2), 279-286. https://doi.org/10.5267/j.msl.2019.9.004

Saeed, M., & Shafique, I. (2019). Customer-based brand equity and destination visit behaviour in the tourism industry: The contingent role of social media. Quality & Quantity, 54(5-6), 1491-1512. https://doi.org/10.1007/s11135-019-00898-2 https://doi.org/10.1007/s11135-019-00898-2

Sharma, R. (2017a). Building customer-based brand equity of domestic brands: Role of brand equity dimensions. Metamorphosis, 16(1), 45-59. https://doi.org/10.1177/0972622517702187

Sharma, R. (2017b). Understanding the role of store image in influencing customer-based brand equity and its dimensions in Indian sportswear industry. Management and Labour Studies, 42(3), 167-189. https://doi.org/10.1177/0258042X17721003

Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124. https://doi.org/10.1016/j.jhtm.2019.07.002

Tasci, A. D. A. (2019). Exploring the analytics for linking consumer-based brand equity (CBBE) and financial-based brand equity (FBBE) of destination or place brands. Place Branding and Public Diplomacy, 16(1), 36-59. https://doi.org/10.1057/s41254-019-00125-7

Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62. https://doi.org/10.1080/10696679.2002.11501909

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3

Downloads

Published

2022-12-19

How to Cite

S. M. Hasin Ishrak, & Muhammad Hasan Al-Mamun. (2022). The Impact of Various Facets of Customer-Based Brand Equity on Brand Resonance. International Journal of Business and Society, 23(3), 1649–1673. https://doi.org/10.33736/ijbs.5194.2022