Brand image and equity

the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

In today’s competitive landscape, organizations are progressively searching for valuable practices to create strong consumer-based brand equity. Managers must remain vigilant and receptive to factors that influence brand equity. Accordingly, this paper addresses this issue. Specifically, the paper empirically investigates the mediating roles of three drivers of brand equity in the brand image—consumer-based brand equity relationship and explores the moderating roles of product type and word of mouth (WOM) on the linkages between brand image and brand equity. In order to understand these relationships, a questionnaire survey was administered among brand consumers, yielding a total of 321 responses. Confirmatory factor analysis and Cronbach’s alpha were utilized to estimate the validity and reliability of the measures. Structural equation modeling with maximum likelihood estimation was employed to test the hypotheses. The authors find that brand image positively affects brand attachment, brand attitude, and brand awareness. Brand attachment and attitude positively influence consumer-based brand equity. The findings show that brand attachment and brand attitude partially mediate the relationship between brand image and brand equity. Product type and WOM have a significant moderating effect on the relationships among brand image, drivers of brand equity, and brand equity. The authors discuss the limitations of the study and provide future research directions.

Original languageEnglish
Pages (from-to)1-34
Number of pages34
JournalReview of Managerial Science
DOIs
Publication statusAccepted/In press - 22 Apr 2017

Fingerprint

Brand equity
Brand image
Moderating effect
Word-of-mouth
Brand attitude
Structural equation modeling
Questionnaire survey
Linkage
Brand awareness
Confirmatory factor analysis
Research directions
Maximum likelihood estimation
Managers
Influence factors

Keywords

  • Brand image
  • Consumer-based brand equity
  • Contingent effects
  • Drivers of brand equity
  • Word of mouth

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

Cite this

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title = "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth",
abstract = "In today’s competitive landscape, organizations are progressively searching for valuable practices to create strong consumer-based brand equity. Managers must remain vigilant and receptive to factors that influence brand equity. Accordingly, this paper addresses this issue. Specifically, the paper empirically investigates the mediating roles of three drivers of brand equity in the brand image—consumer-based brand equity relationship and explores the moderating roles of product type and word of mouth (WOM) on the linkages between brand image and brand equity. In order to understand these relationships, a questionnaire survey was administered among brand consumers, yielding a total of 321 responses. Confirmatory factor analysis and Cronbach’s alpha were utilized to estimate the validity and reliability of the measures. Structural equation modeling with maximum likelihood estimation was employed to test the hypotheses. The authors find that brand image positively affects brand attachment, brand attitude, and brand awareness. Brand attachment and attitude positively influence consumer-based brand equity. The findings show that brand attachment and brand attitude partially mediate the relationship between brand image and brand equity. Product type and WOM have a significant moderating effect on the relationships among brand image, drivers of brand equity, and brand equity. The authors discuss the limitations of the study and provide future research directions.",
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