Determinants of Brand Equity: Offering a Model to Chocolate Industry
This study examined the underlying dimensions of
brand equity in the chocolate industry. For this purpose, researchers
developed a model to identify which factors are influential in
building brand equity. The second purpose was to assess brand
loyalty and brand images mediating effect between brand attitude,
brand personality, brand association with brand equity. The study
employed structural equation modeling to investigate the causal
relationships between the dimensions of brand equity and brand
equity itself. It specifically measured the way in which consumers’
perceptions of the dimensions of brand equity affected the overall
brand equity evaluations. Data were collected from a sample of
consumers of chocolate industry in Iran. The results of this empirical
study indicate that brand loyalty and brand image are important
components of brand equity in this industry. Moreover, the role of
brand loyalty and brand image as mediating factors in the intention of
brand equity are supported. The principal contribution of the present
research is that it provides empirical evidence of the
multidimensionality of consumer based brand equity, supporting
Aaker´s and Keller´s conceptualization of brand equity. The present
research also enriched brand equity building by incorporating the
brand personality and brand image, as recommended by previous
researchers. Moreover, creating the brand equity index in chocolate
industry of Iran particularly is novel.
[1] O. Aaker, D.A., (1991), "Managing Brand Equity╩╝, The Free Press,
New York, NY.
[2] Aaker, J., (1997), "Dimensions of Brand Personality╩╝, Journal of
Marketing Research, Vol. 34. No. 3, PP.347-356.
[3] Abdullah, L., and Asngari, H., (2011), "Factor Analysis In Describing
Consumer Preferences For A Soft Drink Product In Malaysia ╩╝, Journal
of Applied Science, Vol. 11, No.1, PP. 139-144, ISSN:1812-5654, DOI:
10.3923/jas.2011.139.141.
[4] Atligan, E., and et al., (2005), "Determinants of The Brand Equity A
Verification Approach In The Beverage Industry In Turkey╩╝, Marketing
Intelligence & Planning, Vol. 23. No. 3, PP.237-248, DOI
10.1108/02634500510597283.
[5] Bamert, T., and Wehrli, H., (2005), "Service Quality As An Important
Dimension Of Brand Equity In Swiss Service Industries, Managing
Service Quality, Vol. 15, No. 2, PP. 132-141, DOI
10.1108/09604520510585325.
[6] Bong, N., and et al., (1999), "Measuring Brand Power: Validating A
Model For Optimizing Brand Equity╩╝, Journal of Product & Brand
Management, VOL. 8 NO. 3, pp. 170-184.
[7] Boo, S., Busser, J., and Baloglu, S., (2009), "A Model of Customer-
Based Brand Equity And Its Application To Multiple Destinations ,
Tourism Management, Vol. 30, PP. 219-231, ISSN: 1061-0421, DOI:
10.1016/j.tourman.2008.06.003.
[8] Bravo, R., and et al., (2007), "Family As A Source of Consumer-Based
Brand Equity, Journal of Product & Brand Management, Vol.16, No.3,
PP.188-199, ISSN 1061-0421, DOI 10.1108/10610420710751564.
[9] Chang, P., Chieng, M., (2006), "Building Consumer Brand
Relationship: A Cross-Cultural Experiential View╩╝, Psychology &
Marketing, Vol. 23, No. 11, PP. 927-959, DOI: 10.1002/mar.20140.
[10] Chaudhuri, A., (1995), "Brand Equity Or Double Jeopardy?╩╝, Journal
Of Product & Brand Management, Vol. 4, No.1, PP. 26-32, ┬® MCB
University Press, 1061-0421.
[11] Delgado, E., and et al., (2005), "Does Brand Trust Matter to Brand
Equity? ╩╝, Journal of Product &Brand Management, Vol. 14, No. 3, PP.
187-196.
[12] Diamantopoulos, A., and Grime, G., (2005), "The Impact of Brand
Extensions on Brand Personality: Experimental Evidence╩╝, European
Journal Of Marketing, Vol. 32, No .1, PP. 129-149.
[13] Emari, H., Iranzadeh, S., and Bakhshayesh, S., (2011), "Determining
the Dimensions of Service Quality in Banking Industry: Examining
Gronrooss Model n Iran", Trends in Applied Science Research, vol. 6,
No.1, pp. 53-60, ISSN: 1819-3579, DOI:10.3923/tasr.2011.53.60.
[14] [Esengun, K., Gunduz, O., Akay, M., and Cicek, A., (2006),
"Assessment of Local Governments╩╝ Efforts In Challenging To
Environmental Problems Using Factor Analysis: A Case Study To
Turkey╩╝, Journal of Applied Science, Asian Network For Scientific
Information, Vol. 6, No.5, PP. 1052-1058, ISSN:1812-5654.
[15] [Feldwick, P., (1996), "Do we really need brand equity? ", The Journal
of Brand Management, Vol. 4, No. 1, pp. 9-28.
[16] Geuens, M., and et al., (2009), "A New Measure of Brand Personality╩╝,
International Journal of Research In Marketing, Vol. 26, PP. 97-107,
DOI:10.1016/j.ijresmar.2008.12.002.
[17] Givi, H., Ebrahimi, A., Nasrabadi, M., and Safari, H., (2010),
"Providing Competitiveness Assessment Model for State And Private
Banks of Iran, The International Journal of Applied Economics and
Finance, Asian Network For Scientific Information, Vol. 4, No.4, PP.
202-219, ISSN:1991-0886.
[18] Gokturk, S., and Mueller, R., (2010), "Multidimensionality of Teacher
Participation In School Decision Making╩╝, Journal of Applied Science,
Asian Network For Scientific Information, Vol. 10, No.14, PP. 1421-
1427, ISSN:1812-5654.
[19] Kang, G. James, J., (2004), "Service Quality Dimensions: An
Examination of Gronrooss Service Quality Model╩╝, Managing Service
Quality, Vol. 14, No. 4, PP. 266-277, DOI:
10.1108/09604520410546806.
[20] Kapferer, J., (2008), "The New Strategic Brand Management╩╝, Kong
Page, Philadelphia and London, PP. 9-12, ISBN: 9780749450854.
[21] Kassim, N.M. Abdulla, A.M. (2006), "The influence of attraction on
internet banking; an extension to the trust-relationship commitment
model" International Journal of Banking, Vol.24, No.6, PP.424-442,
DOI 10.1108/02652320610701744.
[22] Keller, K.L., (2003), "Strategic Brand Management: Building,
Measuring and Managing Brand Equity╩╝, 2nd ed., Prentice-Hall,
Englewood Cliffs, NJ.
[23] Kim, H., and et al., (2003), "The Effect of Consumer- Based Brand
Equity On Firms╩╝ Financial Performance╩╝, Journal of Consumer
Marketing, Vol. 20, No.4, PP. 335-351, DOI:
10.1108/07363760310483694.
[24] Kim, K., and et al., (2008), "Brand Equity in Hospital Marketing╩╝,
Journal of Business Research, Vol. 61, PP. 75-82,
DOI:10.1016/j.jbusres.2006.05.010.
[25] Kotler, P& et al., (2007), "Marketing Management ╩╝, Pearfon
Education, PP. 256-260, ISBN: 81-317-0200-6.
[26] Kotler, P., (2003a), "Marketing Insight From A To Z : 80 Concepts
Every Manager Needs To Know ╩╝, John Wiley &Sons, INC., PP. 8-12 ,
ISBN: 0-471-26867-4.
[27] Kotler, P., (2003b), "A Framework for Marketing Management ╩╝,
Printice Hall, Second Adition, PP.47, ISBN: 0-13-120427-0.
[28] Kotler, P., Armstrong, G., (2006), "Principle Of Marketing ╩╝, Pearson
Education, Eleventh Adition, PP. 277-279,ISBN: 81-7758-107-4
[29] Kotler, P., Armstrong, G., Saunders, J., Wong, V., (1999), "Principle Of
Marketing, Copyright ┬® Prentice Hall Europe 1996, 1999, Second
European Edition, PP.527, ISBN 0-13-262254-8.
[30] Kotler, P., Keller, K., (2006), "Marketing Management╩╝, Printice Hall,
Twelfth Adition, PP. 412, ISBN: 0-13-145757-8.
[31] Kotler, P., Keller, K., Koshy, A., Jha, M., (2007), "Marketing
Management: A South Asian Perspective, Pearson Education, Twelfth
Adition, PP.340, ISBN: 81-317-0200-6.
[32] Pappu, R., and et al., (2005), "Consumer-Based Brand Equity:
Improving The Measurement - Empirical Evidence ╩╝, Journal of
Product & Brand Management, Vol. 14, No.3, PP. 143-154, ISSN:
1061-0421, DOI:10.1108/10610420510601012.
[33] Pappu, R., and et al., (2006), "Consumer-Based Brand Equity and
Country-Of-Origin Relationships Some Empirical Evidence ╩╝,
European Journal of Marketing, Vol. 40, No. 5/6, pp. 696-717, DOI
10.1108/03090560610657903.
[34] Patricia, N., (2000), "Complete Idiot's Guide to Brand Management ╩╝,
USA: Alpha Books, a Pearson Education Company, PP. 1-14, ISBN: 0-
7865-4477-5.
[35] Rekom, J., Jacobs, G., and Verlegh, P., (2006), "Measuring and
Managing The Essence Of A Brand Personality ╩╝, Marketing Letters,
Vol. 17, PP. 181-192.
[36] Rezaiean, A., and et al., (2010), "The Relationship between
Organizational Justice and Organizational Citizenship Behavior: The
Mediating Role of Organizational Commitment, Satisfaction and
Trust╩╝, Research Journal of Business Management, Vol. 4, No.2, PP.
112-120, ISSN: 1819-1932.
[37] Salinas, E., Perez, J., (2009), "Modeling the brand extensions' influence
on brand image ╩╝, Journal of Business Research, Vol. 62, PP. 50-60,
DOI:10.1016/j.jbusres.2008.01.006.
[38] Stephen, D., Mathilda, D., (2008), "Interactive LISREL: Users Guide╩╝,
pp.36-44.ISSN: 964-6389-39-7.
[39] Sweeney, j., and Brandon, C., (2006), "Brand Personality: Exploring the
Potential to Move from Factor Analytical to Circumflex Models ╩╝,
Journal of Business Research, Vol. 23, No.8, PP. 639-663, DOI:
10.1002/mar.20122.
[40] Taylor, S., and et al., (2007), "Understanding (Customer-Based) Brand
Equity In Financial Services , Journal of Services Marketing, Vol. 21,
No.4, PP. 241-252, ISSN: 0887-6045, DOI:
10.1108/08876040710758540.
[41] Valette, P., and et al., (2009), "The Impact of Brand Personality and
Sales Promotions on Brand Equity╩╝, Journal of Business Research, PP.
1-5, DOI:10.1016/j.jbusres.2009.09.015.
[42] Yasin, N., and et al., (2007), "Does Image Of Country Of Origin Matter
To Brand Equity? ╩╝, Journal of Product & Brand Management, Vol. 16,
No.1, PP. 38-48, ISSN: 1061-0421, DOI:
10.1108/10610420710731142.
[43] Yasin, N., and et al., (2007), "Does Image Of Country Of Origin Matter
To Brand Equity?, Journal of Product & Brand Management, Vol. 16,
No.1, PP. 38-48, ISSN: 1061-0421, DOI:
10.1108/10610420710731142.
[44] Yoo, B., and Donthu, N., (2001), "Developing and Validating A Multi
Dimensional Consumer-Based Brand Equity Scale ╩╝, Journal of
Business Research, Vol. 52, PP. 1-14, PII: S0148-2963(99)00098-3.
[1] O. Aaker, D.A., (1991), "Managing Brand Equity╩╝, The Free Press,
New York, NY.
[2] Aaker, J., (1997), "Dimensions of Brand Personality╩╝, Journal of
Marketing Research, Vol. 34. No. 3, PP.347-356.
[3] Abdullah, L., and Asngari, H., (2011), "Factor Analysis In Describing
Consumer Preferences For A Soft Drink Product In Malaysia ╩╝, Journal
of Applied Science, Vol. 11, No.1, PP. 139-144, ISSN:1812-5654, DOI:
10.3923/jas.2011.139.141.
[4] Atligan, E., and et al., (2005), "Determinants of The Brand Equity A
Verification Approach In The Beverage Industry In Turkey╩╝, Marketing
Intelligence & Planning, Vol. 23. No. 3, PP.237-248, DOI
10.1108/02634500510597283.
[5] Bamert, T., and Wehrli, H., (2005), "Service Quality As An Important
Dimension Of Brand Equity In Swiss Service Industries, Managing
Service Quality, Vol. 15, No. 2, PP. 132-141, DOI
10.1108/09604520510585325.
[6] Bong, N., and et al., (1999), "Measuring Brand Power: Validating A
Model For Optimizing Brand Equity╩╝, Journal of Product & Brand
Management, VOL. 8 NO. 3, pp. 170-184.
[7] Boo, S., Busser, J., and Baloglu, S., (2009), "A Model of Customer-
Based Brand Equity And Its Application To Multiple Destinations ,
Tourism Management, Vol. 30, PP. 219-231, ISSN: 1061-0421, DOI:
10.1016/j.tourman.2008.06.003.
[8] Bravo, R., and et al., (2007), "Family As A Source of Consumer-Based
Brand Equity, Journal of Product & Brand Management, Vol.16, No.3,
PP.188-199, ISSN 1061-0421, DOI 10.1108/10610420710751564.
[9] Chang, P., Chieng, M., (2006), "Building Consumer Brand
Relationship: A Cross-Cultural Experiential View╩╝, Psychology &
Marketing, Vol. 23, No. 11, PP. 927-959, DOI: 10.1002/mar.20140.
[10] Chaudhuri, A., (1995), "Brand Equity Or Double Jeopardy?╩╝, Journal
Of Product & Brand Management, Vol. 4, No.1, PP. 26-32, ┬® MCB
University Press, 1061-0421.
[11] Delgado, E., and et al., (2005), "Does Brand Trust Matter to Brand
Equity? ╩╝, Journal of Product &Brand Management, Vol. 14, No. 3, PP.
187-196.
[12] Diamantopoulos, A., and Grime, G., (2005), "The Impact of Brand
Extensions on Brand Personality: Experimental Evidence╩╝, European
Journal Of Marketing, Vol. 32, No .1, PP. 129-149.
[13] Emari, H., Iranzadeh, S., and Bakhshayesh, S., (2011), "Determining
the Dimensions of Service Quality in Banking Industry: Examining
Gronrooss Model n Iran", Trends in Applied Science Research, vol. 6,
No.1, pp. 53-60, ISSN: 1819-3579, DOI:10.3923/tasr.2011.53.60.
[14] [Esengun, K., Gunduz, O., Akay, M., and Cicek, A., (2006),
"Assessment of Local Governments╩╝ Efforts In Challenging To
Environmental Problems Using Factor Analysis: A Case Study To
Turkey╩╝, Journal of Applied Science, Asian Network For Scientific
Information, Vol. 6, No.5, PP. 1052-1058, ISSN:1812-5654.
[15] [Feldwick, P., (1996), "Do we really need brand equity? ", The Journal
of Brand Management, Vol. 4, No. 1, pp. 9-28.
[16] Geuens, M., and et al., (2009), "A New Measure of Brand Personality╩╝,
International Journal of Research In Marketing, Vol. 26, PP. 97-107,
DOI:10.1016/j.ijresmar.2008.12.002.
[17] Givi, H., Ebrahimi, A., Nasrabadi, M., and Safari, H., (2010),
"Providing Competitiveness Assessment Model for State And Private
Banks of Iran, The International Journal of Applied Economics and
Finance, Asian Network For Scientific Information, Vol. 4, No.4, PP.
202-219, ISSN:1991-0886.
[18] Gokturk, S., and Mueller, R., (2010), "Multidimensionality of Teacher
Participation In School Decision Making╩╝, Journal of Applied Science,
Asian Network For Scientific Information, Vol. 10, No.14, PP. 1421-
1427, ISSN:1812-5654.
[19] Kang, G. James, J., (2004), "Service Quality Dimensions: An
Examination of Gronrooss Service Quality Model╩╝, Managing Service
Quality, Vol. 14, No. 4, PP. 266-277, DOI:
10.1108/09604520410546806.
[20] Kapferer, J., (2008), "The New Strategic Brand Management╩╝, Kong
Page, Philadelphia and London, PP. 9-12, ISBN: 9780749450854.
[21] Kassim, N.M. Abdulla, A.M. (2006), "The influence of attraction on
internet banking; an extension to the trust-relationship commitment
model" International Journal of Banking, Vol.24, No.6, PP.424-442,
DOI 10.1108/02652320610701744.
[22] Keller, K.L., (2003), "Strategic Brand Management: Building,
Measuring and Managing Brand Equity╩╝, 2nd ed., Prentice-Hall,
Englewood Cliffs, NJ.
[23] Kim, H., and et al., (2003), "The Effect of Consumer- Based Brand
Equity On Firms╩╝ Financial Performance╩╝, Journal of Consumer
Marketing, Vol. 20, No.4, PP. 335-351, DOI:
10.1108/07363760310483694.
[24] Kim, K., and et al., (2008), "Brand Equity in Hospital Marketing╩╝,
Journal of Business Research, Vol. 61, PP. 75-82,
DOI:10.1016/j.jbusres.2006.05.010.
[25] Kotler, P& et al., (2007), "Marketing Management ╩╝, Pearfon
Education, PP. 256-260, ISBN: 81-317-0200-6.
[26] Kotler, P., (2003a), "Marketing Insight From A To Z : 80 Concepts
Every Manager Needs To Know ╩╝, John Wiley &Sons, INC., PP. 8-12 ,
ISBN: 0-471-26867-4.
[27] Kotler, P., (2003b), "A Framework for Marketing Management ╩╝,
Printice Hall, Second Adition, PP.47, ISBN: 0-13-120427-0.
[28] Kotler, P., Armstrong, G., (2006), "Principle Of Marketing ╩╝, Pearson
Education, Eleventh Adition, PP. 277-279,ISBN: 81-7758-107-4
[29] Kotler, P., Armstrong, G., Saunders, J., Wong, V., (1999), "Principle Of
Marketing, Copyright ┬® Prentice Hall Europe 1996, 1999, Second
European Edition, PP.527, ISBN 0-13-262254-8.
[30] Kotler, P., Keller, K., (2006), "Marketing Management╩╝, Printice Hall,
Twelfth Adition, PP. 412, ISBN: 0-13-145757-8.
[31] Kotler, P., Keller, K., Koshy, A., Jha, M., (2007), "Marketing
Management: A South Asian Perspective, Pearson Education, Twelfth
Adition, PP.340, ISBN: 81-317-0200-6.
[32] Pappu, R., and et al., (2005), "Consumer-Based Brand Equity:
Improving The Measurement - Empirical Evidence ╩╝, Journal of
Product & Brand Management, Vol. 14, No.3, PP. 143-154, ISSN:
1061-0421, DOI:10.1108/10610420510601012.
[33] Pappu, R., and et al., (2006), "Consumer-Based Brand Equity and
Country-Of-Origin Relationships Some Empirical Evidence ╩╝,
European Journal of Marketing, Vol. 40, No. 5/6, pp. 696-717, DOI
10.1108/03090560610657903.
[34] Patricia, N., (2000), "Complete Idiot's Guide to Brand Management ╩╝,
USA: Alpha Books, a Pearson Education Company, PP. 1-14, ISBN: 0-
7865-4477-5.
[35] Rekom, J., Jacobs, G., and Verlegh, P., (2006), "Measuring and
Managing The Essence Of A Brand Personality ╩╝, Marketing Letters,
Vol. 17, PP. 181-192.
[36] Rezaiean, A., and et al., (2010), "The Relationship between
Organizational Justice and Organizational Citizenship Behavior: The
Mediating Role of Organizational Commitment, Satisfaction and
Trust╩╝, Research Journal of Business Management, Vol. 4, No.2, PP.
112-120, ISSN: 1819-1932.
[37] Salinas, E., Perez, J., (2009), "Modeling the brand extensions' influence
on brand image ╩╝, Journal of Business Research, Vol. 62, PP. 50-60,
DOI:10.1016/j.jbusres.2008.01.006.
[38] Stephen, D., Mathilda, D., (2008), "Interactive LISREL: Users Guide╩╝,
pp.36-44.ISSN: 964-6389-39-7.
[39] Sweeney, j., and Brandon, C., (2006), "Brand Personality: Exploring the
Potential to Move from Factor Analytical to Circumflex Models ╩╝,
Journal of Business Research, Vol. 23, No.8, PP. 639-663, DOI:
10.1002/mar.20122.
[40] Taylor, S., and et al., (2007), "Understanding (Customer-Based) Brand
Equity In Financial Services , Journal of Services Marketing, Vol. 21,
No.4, PP. 241-252, ISSN: 0887-6045, DOI:
10.1108/08876040710758540.
[41] Valette, P., and et al., (2009), "The Impact of Brand Personality and
Sales Promotions on Brand Equity╩╝, Journal of Business Research, PP.
1-5, DOI:10.1016/j.jbusres.2009.09.015.
[42] Yasin, N., and et al., (2007), "Does Image Of Country Of Origin Matter
To Brand Equity? ╩╝, Journal of Product & Brand Management, Vol. 16,
No.1, PP. 38-48, ISSN: 1061-0421, DOI:
10.1108/10610420710731142.
[43] Yasin, N., and et al., (2007), "Does Image Of Country Of Origin Matter
To Brand Equity?, Journal of Product & Brand Management, Vol. 16,
No.1, PP. 38-48, ISSN: 1061-0421, DOI:
10.1108/10610420710731142.
[44] Yoo, B., and Donthu, N., (2001), "Developing and Validating A Multi
Dimensional Consumer-Based Brand Equity Scale ╩╝, Journal of
Business Research, Vol. 52, PP. 1-14, PII: S0148-2963(99)00098-3.
@article{"International Journal of Business, Human and Social Sciences:55069", author = "Emari Hossien", title = "Determinants of Brand Equity: Offering a Model to Chocolate Industry", abstract = "This study examined the underlying dimensions of
brand equity in the chocolate industry. For this purpose, researchers
developed a model to identify which factors are influential in
building brand equity. The second purpose was to assess brand
loyalty and brand images mediating effect between brand attitude,
brand personality, brand association with brand equity. The study
employed structural equation modeling to investigate the causal
relationships between the dimensions of brand equity and brand
equity itself. It specifically measured the way in which consumers’
perceptions of the dimensions of brand equity affected the overall
brand equity evaluations. Data were collected from a sample of
consumers of chocolate industry in Iran. The results of this empirical
study indicate that brand loyalty and brand image are important
components of brand equity in this industry. Moreover, the role of
brand loyalty and brand image as mediating factors in the intention of
brand equity are supported. The principal contribution of the present
research is that it provides empirical evidence of the
multidimensionality of consumer based brand equity, supporting
Aaker´s and Keller´s conceptualization of brand equity. The present
research also enriched brand equity building by incorporating the
brand personality and brand image, as recommended by previous
researchers. Moreover, creating the brand equity index in chocolate
industry of Iran particularly is novel.", keywords = "brand equity, brand personality, structural equationmodeling, Iran.", volume = "5", number = "11", pages = "1502-9", }
