The impact of consumer-based brand equity on purchased intention
Abstract
The beverage industry and specifically the brewery sector has undergone
under major developments over the past decade, thus leading to significant increases
in production and consumption. However, there are only few studies on beer brand
value from the consumers‟ standpoint (Atilgan et al., 2005). One of the most essential
topics in marketing management is the subject of brand equity. Nevertheless, in the
purchasing process, consumers are not only concerned about the price or quality of a
product or brand, but also other variables such as the Brand Equity. Customers‟
positive feelings on a product brand create purchase intention of the customers (e.g.,
Aaker, 1991; Assael, 1998; and Wang and Kan, 2002). Brand equity refers to the
intangible value that accrues to a company as a result of its successful efforts to
establish a strong brand. Positive brand equity, in turn, can lead to higher margins,
greater customer loyalty brand extension opportunities, more powerful
communication, and more favorable customer response to price change effectiveness
higher consumer preferences. Moreover customers‟ positive feelings on a product
brand create purchase intention of the customers (e.g., Aaker, 1991; Assael, 1998;
and Wang and Kan, 2002).
This research study aims to analyze the sources and consequences of
Consumer-based brand equity of beverages, and more specifically, the beer Brand
equity in Vietnam market. For this purpose, based on the Consumer-based brand
equity Aaker‟s Brand equity model, we developed an empirical study, using structural
equation modeling (SEM) in order to assess how beer Brand Equity stems from in the
brewery industry and to analyze its consequences in consumer behavior. Our
findings suggest that the beer Perceived quality is the most important dimension for
beer Brand Equity. Moreover, a significant positive influence was found for two
dimensions, namely Perceived quality and Brand loyalty. However, Brand awareness
and Brand association show insignificant impact on beer Brand Equity. Finally, we
found empirical support for the influence of beer Brand Equity on purchase intention.