Studying Effective Elements in Brand Equity From the Consumer's Perspective (Based on Aaker's Model)

Subject Areas : Jounal of Marketing Management

M. Mohamadian ¹ , R. Shafiha ²

1 - استادیار، عضو هیات علمی دانشگاه علامه طباطبایی
2 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی)، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران

Received: 2014-05-26 Accepted : 2014-05-26 Published : 2008-03-20

Keywords: Brand, Brand Equity, Brand equity from consumer per, Brand Loyalty, perceived quality, brand awareness, Brand association, brand extension, Brand Image,

Abstract :

In last two decades, Brand Equity from the views of businessmen and marketing researcher's take into consideration an important concept. Brand building requires many investments and manufacturers know that their brand is the source of power that can be gained in the market. Despite the researches done on the present issue, there is a lack of sufficient survey research. This research is conducted to study brand equity based on Aaker's model. The key question in this research is as follows: What are the main elements of Brand Equity from a customer's viewpoint, and how important is this in determining the customer's final assessment of brand equity. The results of this research show that loyalty has the most direct influence on brand equity and other elements, such as perceived quality, brand awareness and brand association, indirectly influence brand equity through loyalty.