Abstract
A Study on the Validity of Consumer based Brand Equity
and the Relationship Among Its Factors
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Ahn, Joo Ah |
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Department of Journalism and Communications |
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The Craduate School |
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Kyung Hee University |
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Seoul, Korea |
In marketing and advertising, brand equity has been
considered as a critical factor affecting consumer behaviors.
However, few systematic and empirical research into the conceptualization
of brand equity has been conducted. The concept of brand based
on the consumer perception must be measured by looking at interactions
between the consumer and brands that he/she might perceive. A
number of studies have neglected this Point in terms of measuring
and investigating the concept of brand and brand equity.
The main purpose of this study is two-folded. First, it attempts
to discover factors of the brand equity based on consumer perception
in both offline and online and investigate the validity of brand
equity. Second, this study attempts to explore the best-fit causal
model explaining the interaction among these factors.
Through the literature review, the following research questions
were raised:
\[RQ 1\] What is the validity of brand equity based upon the factors
comprised in the brand equity?
\[RQ 1-1\] In offline brands, what is the validity of brand equity
based upon the factors comprised in the brand equity?
\[RQ 1-2\] In online brands, what is the validity of brand equity
based upon the factors comprised in the brand equity?
\[RQ 2\] How is the brand equity index explained as the .elative importance
is measured among the equity factors?
\[RQ 2-1\] In offline brands, how is the brand equity index explained
as the relative importance is measured among the equity factors?
\[RQ 2-2\] In online brands, how is the brand equity index explained
as the relative importance is measured among the equity factors?
Based upon resolving these questions, this study also attempts to
present a best-fit model describing the interactions among the brand
equity factors.
Empirical data were collected from 780 respondents through the survey
and analyzed by SPSS and AMOS softwares.
Major findings of this research are as follows:
First, the equity factors consist of 'loyalty,' 'personality,' 'organization,'and
'awareness.'These factors were statistically significant to explain
the concept of brand equity.
Second, the weighted values of the equity factors are 'loyalty (.29),'organization
(.29),''personality(.24),' and 'awareness (.18)' among the brands
included in the study. The results in offline brands show that the
weighted values of the equity factors are 'loyalty (.41),''personality
(.26),' 'organization(.21),' and 'awareness (.12).' The results
in online brands show that the weighted values of the equity factors
are 'organization (.39),' 'loyalty (.28),' 'personality(.25),' and
'awareness (.08).'
Third, the results of evaluation on the causal model fitness among
these factors show that Model 3, Model 4 and Model 6 are well matched
to explain their interactions in offline, online, and both. Model
4-offline and Model 4-online were found to be best-fit modified
models adequate in offline and online. Therefore, it is concluded
that Model 4 in overall brands is the best-fit model to explain
the interactions among the brand equity factors.
It should be noted that it is important to understand and discover
factors of brand equity through scientific and reliable research
process, because brand equity is one of the major elements in brand
communication. This study presents an empirical finding to explain
the brand equity and its factors.
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