Approaches that Affect Consumer-Based Brand Equity

Authors

  • Denise Santos de Oliveira Universidade Federal de Goiás (UFG)
  • Mauro Caetano
  • Ricardo Limongi França Coelho Universidade Federal de Goiás (UFG)

DOI:

https://doi.org/10.5585/remark.v16i3.3596

Keywords:

Brand Equity, Brand Associations, Brand Awareness, Perceived Quality, Brand Loyalty, Brand Management.

Abstract

Current studies on factors affecting the dimensions of consumer-based brand equity have been dispersed, applicable to specific contexts and not systematized in the literature. So, the purpose of this paper is to identify and categorize factors that create, increase or decrease each of the consumer-based brand equity dimensions: brand associations, brand awareness, perceived quality and brand loyalty. The extensive analysis of literature shows that there are significant differences between factors affecting each of the brand equity dimensions. Factors that positively affect one dimension cannot have the same effect on another. Moreover, it notes that the effect of such factors is variations when analyzed in different sectors and economic contexts. The main contribution of this research lies in the fact that it provides a research panorama already conducted on factors affecting the dimensions of consumer-based brand equity, indicating a potential for development of future studies. This research also enriches the literature categorizing the factors identified in the literature in four sets that allow the future targeting studies.

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Author Biographies

Denise Santos de Oliveira, Universidade Federal de Goiás (UFG)

Mestre em Administração pelo Programa de Pós-Graduação em Administração da Universidade Federal de Goiás (PPGADM/UFG). 

Mauro Caetano

Doutor em Engenharia de Produção (Universidade de São Paulo - USP), Pós-Doutorado: Engenharia de Infraestrutura Aeronáutica (Instituto Tecnológico de Aeronáutica - ITA), Professor/Pesquisador em Administração (PG) e Engenharia de Transportes (Gr) - Universidade Federal de Goiás (UFG)

Ricardo Limongi França Coelho, Universidade Federal de Goiás (UFG)

Doutor em Administração na linha de Estratégias de Marketing pela Fundação Getúlio Vargas (EAESP-FGV). Professor do Programa de Pós-Graduação em Administração (PPGADM) da Faculdade de Administração, Ciências Contábeis e Ciências Econômicas (FACE) da Universidade Federal de Goiás (UFG). 

Published

2017-08-31

How to Cite

Oliveira, D. S. de, Caetano, M., & Coelho, R. L. F. (2017). Approaches that Affect Consumer-Based Brand Equity. ReMark - Revista Brasileira De Marketing, 16(3), 281–297. https://doi.org/10.5585/remark.v16i3.3596