Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention

Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to... This research investigates the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory. First, the study conceptualizes and operationalizes perceptional and behavioral components of brand equity. It then examines the dimensions of brand perception, and by assessing the consequences of favorable brand perception, the study enables a better understanding regarding whether a brand marketing approach helps to improve marketing performance. The research was conducted using a mixed methodology, beginning with interviews in order to gain a better understanding of the relationship between the dimensions of brand perception. These were followed by a questionnaire survey, and the resulting data were analyzed through content analysis and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that brand awareness, perceived quality, brand association, brand fondness, brand image, and product country image have a strong impact on the management of brand perception. The finding illustrates that it is the combinations of various perceptional elements of brand equity rather than any single factor that have strong impacts on brand loyalty and brand purchasing intention. The results support the importance of brand perception for the fashion industry, which needs to be more interactive in order to increase their customers' brand loyalty and brand purchasing intention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Research Elsevier

Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0148-2963
eISSN
1873-7978
D.O.I.
10.1016/j.jbusres.2018.01.031
Publisher site
See Article on Publisher Site

Abstract

This research investigates the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory. First, the study conceptualizes and operationalizes perceptional and behavioral components of brand equity. It then examines the dimensions of brand perception, and by assessing the consequences of favorable brand perception, the study enables a better understanding regarding whether a brand marketing approach helps to improve marketing performance. The research was conducted using a mixed methodology, beginning with interviews in order to gain a better understanding of the relationship between the dimensions of brand perception. These were followed by a questionnaire survey, and the resulting data were analyzed through content analysis and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that brand awareness, perceived quality, brand association, brand fondness, brand image, and product country image have a strong impact on the management of brand perception. The finding illustrates that it is the combinations of various perceptional elements of brand equity rather than any single factor that have strong impacts on brand loyalty and brand purchasing intention. The results support the importance of brand perception for the fashion industry, which needs to be more interactive in order to increase their customers' brand loyalty and brand purchasing intention.

Journal

Journal of Business ResearchElsevier

Published: Aug 1, 2018

References

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