Dimensions of Brand Equity: A Hybrid Approach

Q2 Business, Management and Accounting

Business Perspectives and Research Pub Date : 2024-07-01 DOI:10.1177/22785337221132623

Govind Nath Srivastava, V. Padmaja, Abhinav P. Tripathi

引用次数: 0

Abstract

Subjectivity and emotionality of a brand influence the subconscious motivation of customers. It determines brand loyalty, value of the brand, and sustainability of relationship with the customers. This study explores the qualitative dimensions of brand and aims to analyze the impact of qualitative dimensions of a brand on brand equity. In the present study, a sample of 450 respondents were taken who have positive inclination towards Apple iPhone. The variables of the study were extracted using qualitative research while data were processed using SPSS 20 statistical software. The hybrid approach is used in the study as it delivers better result. The proposed model was validated and the results of the study depict that brand friendliness, emotionality, brand trust, and alignment with the brand personality significantly influence brand equity. The study brings important insights about invisible, intangible, and subjective attributes of the brand. The study can be further used to build another inclusive model by incorporating both qualitative and quantitative aspects of the brand.

查看原文本刊更多论文

品牌资产的维度：混合方法

品牌的主观性和情感性影响着顾客的潜意识动机。它决定了品牌忠诚度、品牌价值以及与客户关系的可持续性。本研究探讨了品牌的定性维度，旨在分析品牌的定性维度对品牌资产的影响。本研究选取了 450 位对苹果 iPhone 有好感的受访者作为样本。研究变量采用定性研究方法提取，数据则使用 SPSS 20 统计软件进行处理。本研究采用了混合方法，因为这种方法能取得更好的结果。研究结果表明，品牌友好度、情感化、品牌信任度以及与品牌个性的一致性对品牌资产有显著影响。这项研究对品牌的隐形、无形和主观属性提出了重要见解。该研究可进一步用于建立另一个包容性模型，将品牌的定性和定量方面都纳入其中。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Business Perspectives and Research Business, Management and Accounting-Business and International Management

CiteScore

5.00

自引率

0.00%

发文量

期刊介绍： Business Perspectives and Research (BPR) aims to publish conceptual, empirical and applied research. The empirical research published in BPR focuses on testing, extending and building management theory. The goal is to expand and enhance the understanding of business and management through empirical investigation and theoretical analysis. BPR is also a platform for insightful and theoretically strong conceptual and review papers which would contribute to the body of knowledge. BPR seeks to advance the understanding of for-profit and not-for-profit organizations through empirical and conceptual work. It also publishes critical review of newly released books under Book Review section. The aim is to popularize and encourage discussion on ideas expressed in newly released books connected to management and allied disciplines. BPR also periodically publishes management cases grounded in theory, and communications in the form of research notes or comments from researchers and practitioners on published papers for critiquing and/or extending thinking on the area under consideration. The overarching aim of Business Perspectives and Research is to encourage original/innovative thinking through a scientific approach.