Abstract: Achievement motivation is believed to promote
giftedness attracting people to invest in many programs to adopt
gifted students providing them with challenging activities.
Intellectual giftedness is founded on the fluid intelligence and
extends to more specific abilities through the growth and inputs from
the achievement motivation. Acknowledging the roles played by the
motivation in the development of giftedness leads to an effective
nurturing of gifted individuals. However, no study has investigated
the direct and indirect effects of the achievement motivation and
fluid intelligence on intellectual giftedness. Thus, this study
investigated the contribution of motivation factors to giftedness
development by conducting tests of fluid intelligence using Cattell
Culture Fair Test (CCFT) and analytical abilities using culture
reduced test items covering problem solving, pattern recognition,
audio-logic, audio-matrices, and artificial language, and self report
questionnaire for the motivational factors. A number of 180 highscoring
students were selected using CCFT from a leading university
in Malaysia. Structural equation modeling was employed using Amos
V.16 to determine the direct and indirect effects of achievement
motivation factors (self confidence, success, perseverance,
competition, autonomy, responsibility, ambition, and locus of
control) on the intellectual giftedness. The findings showed that the
hypothesized model fitted the data, supporting the model postulates
and showed significant and strong direct and indirect effects of the
motivation and fluid intelligence on the intellectual giftedness.
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.