Brand Value: Empirical Test of the Importance of Dimensions of Brand Value Forming Perspective on Consumer in Brazilian Context

Abstract

This study investigated the importance of formative dimensions of consumer-based brand equity in the Brazilian context through the empirical testing of the model proposed by Yoo and Donthu (2001). Other authors have validated the multidimensionality of the concept of consumer-based brand equity (Myers, 2003; Villarejo-Ramos and Sánchez-Franco, 2005; Vargas and Luce, 2006). However, these studies differed as to the number of dimensions and the respective importance thereof, which is evidence of a gap in the literature. To answer the questions posed by this study, a survey of 636 consumers was conducted. The data collected were subjected to the statistical technique of confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results of the study suggest a partial validity of the model of Yoo and Donthu (2001). The importance of the dimensions loyalty and perceived quality in the formation of consumer-based brand equity were empirically supported. However, the absence of a significant relationship between awareness/associations and overall brand equity suggests the need for further studies, whether to validate this relationship, whether to propose new scales to measure the construct of brand awareness/associations.