Dimensions of Brand Equity: A Hybrid Approach

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.