Brand equity e valor de marca: proposição e validação de um modelo

Denis Lino Romanello; Otavio Freire; Filipe Quevedo-Silva; Eduardo Biagi Almeida Santos

doi:10.5585/remark.v19i3.17261

Authors

Denis Lino Romanello Escola de Comunicações e Artes/Universidade de São Paulo - ECA/USP
Otavio Freire Universidade de São Paulo
Filipe Quevedo-Silva Universidade Federal de Mato Grosso do Sul
Eduardo Biagi Almeida Santos Universidade Nove de Julho

DOI:

https://doi.org/10.5585/remark.v19i3.17261

Keywords:

Brand equity, Brand value, Structural equation modeling.

Abstract

Objective: Based on the literature on Brand Value and its sources, the present study proposes the expansion of the Brand Equity model, with the increment of brand value and its antecedents.

Method: To test the model, a survey was conducted with 330 surfwear fashion consumers. The model was analyzed through structural equations modeling using PLS.

Originality/Relevance: A model is proposed to analyze the construction of Brand Value and Brand equity.

Results: The results indicate the relevance of the perceived value for the construction of the brand equity. The perceived value antecedents are knowledge, associations, fit, meaning and perceived quality.

Theoretical/methodological contributions: The study analyzed the dimensions of brand equity and investigated the drivers of value in its operation, pointing out two relevant paths for investigation. The first path begins with brand awareness, which allows consumers to form associations with the brand. The second path proposed in the conceptual model begins with the perception of quality.

Managerial implications: The results indicate that brand managers must promote comprehensive and attractive brand communication in order to boost brand awareness and positive associations, always seeking to maximize brand equity. The focus should be on creating fit between brand image and consumer profile, since it is important that consumers identify with the image that the brand promotes.

Downloads

Download data is not yet available.

Author Biographies

Denis Lino Romanello, Escola de Comunicações e Artes/Universidade de São Paulo - ECA/USP

Especialista em Estética e Gestão de Moda, Universidade de São Paulo - USP

Otavio Freire, Universidade de São Paulo

Doutor em Gestão da Comunicação pela USP. Professor do Programa de Pós-Graduação em Administração - PPGA-FEA/USP, Professor do Programa de Pós-Graduação em Turismo - PPGTUR-EACH/USP

Filipe Quevedo-Silva, Universidade Federal de Mato Grosso do Sul

Doutor em Administração pela Universidade Nove de Julho. Professor do Programa de Pós-graduação em Administração da Universidade Federal de Mato Grosso do Sul

Eduardo Biagi Almeida Santos, Universidade Nove de Julho

Doutorado em Administração pela Universidade Nove de Julho. Professor do Ensino Superior da Universidade Nove de Julho

References

Aaker, D. A. (1991). Managing brand equity . The Free Press.

Aaker, D. A., & Joachimsthakr, E. (1996). Measuring Brand equity Across Products and Markets. California Management Review, 38(3), 102-120.

Aaker, D. A., & Jacobson, R. (2001). The Value Relevance of Brand Attitude in High-Technology Markets. Journal of Marketing Research, 38, 485–493.

Ailawadi, K. L., Neslin, S. A., & Lehmann, D. R. (2003). Revenue premium as an outcome measure of brand equity . Journal of Marketing, 67, 1-17.

Ajzen, I. (2001). Nature and operation of attiudes. Annual Review of Psychology, 52, 27-58.

Anand, S., & Kaur, H. (2018). Fashion self-congruity: scale development and validation. Journal of Fashion Marketing Management, 22(2), 158-175.

Bergmann, M., & Barth, A. (2018). What was I thinking? A theoretical framework for analysing panel conditioning in attitudes and (response) behavior, International Journal of Social Research Methodology, 21(3), 333-345.

Biel, A. L. (1993). Converting image into equity. In: D. A. Aaker & A. L. Biel (Eds.), Brand equity and advertising: Advertising's role in building strong brands (pp. 67-82). Lawrence Erlbamn Associates.

Boyle, E. (2007). A process model of brand co-creation: brand management and research implications. Journal of Product & Brand Management, 16(2), 122-131.

Chin, W. W. (1998). The partial least squares approach for structural equation modelling. In: G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Lawrence Erlbaum Associates.

Cho, H., & Chiu, W. (2020). Sport nostalgia builds customer equity and future behavior, Marketing Intelligence & Planning, ahead-of-print.

Cobb-Walgren, C. J., & Ruble, C. A. (1995). Brand equity , brand preference, and purchase intent. Journal of Advertising, 24(3), 25-41.

Dwivedi, A., Johnson, L.W., Wilkie, D.C, & De Araujo-Gil, L. (2019), Consumer emotional brand attachment with social media brands and social media brand equity , European Journal of Marketing, 53(6), 1176-1204.

Feldwick, P. (1996). What is brand equity anyway, and how do you measure it? Journal of Market Research Society, 38(2), 85-104.

Fornell, C., & Bookstein, F. L. (1982). Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. Journal of Marketing Research, 19(4), 440-452.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3), 382-388.

Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76(Part A), 271-285.

France, C., Grace, D., Lo Iacono, J., & Carlini, J. (2020). Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions. Journal of Brand Management, 27, 466–480.

Freire, O., Senise, D. S. V., Santos, W. B., & Ono, H. S. (2017). Step by Step: recommendations for the development of high quality online research. Revista Gestão e Tecnologia, 17, 10-35.

Grace, D., & O'Cass, A. (2005). An examination of the antecedents of repatronage intentions across different retail store formats. Journal of Retailing and Consumer Services, 12(4), 227-243.

Gupta, S., Gallear, D., Rudd, J., & Foroudi, P. (2020). The impact of brand value on brand competitiveness, Journal of Business Research, 112, 210-222.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLSSEM). SAGE Publications, Incorporated.

Heath, A. P., & Scott, D. (1998). The self-concept and image congruence hypothesis an empirical evaluation in the motor vehicle market. European Journal of Marketing, 32(2), 1110-1126.

Hankinson, G., & Cowking, P. (1993) Branding in action: Cases and strategies for profitable brand management. McGraw-Hill.

He, J., & Calder, B.J. (2020). The experimental evaluation of brand strength and brand value, Journal of Business Research, 115, 194-202.

Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10(6), 421-446.

Holbrook, M. B. (1996). Customer value: a framework for analysis and research. Advances in Consumer Research, 23(1), 138-142.

Holbrook, M. B. (2005). Customer value and auto-ethnography: Subjective personal introspection and the meanings of a photograph collection. Journal of Business Research, 58(1), 45-61.

Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity ? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343–354.

Islam, J.U., Rahman, Z., & Hollebeek, L.D. (2018). Consumer engagement in online brand communities: a solicitation of congruity theory, Internet Research, 28(1), 23-45.

Jin, C., Yoon, M., & Lee, J. (2019). The influence of brand color identity on brand association and loyalty, Journal of Product & Brand Management, 28(1), 50-62.

Jöreskog, K., & Sörbom, D. (2003). LISREL 8.54 Student Edition. Scientific Software International, Inc.

Jones, R. (2005). Finding sources of brand value: Developing a stakeholder model of brand equity . Journal of Brand Management, 13(1), 10-322005.

Keller, K. L. (2008). Strategic brand management (3rd ed.). Prentice-Hall.

Ladeira, W. J., Santini, F. O., & Araujo, C. F. (2013). Comprando ”gato por lebre”? O efeito moderador da originalidade na relação brand equity e intenção de compra de camiseta de clubes de futebol. PODIUM Sport, Leisure and Tourism Review, 2(2), 121-142.

Lassar, W., Mittal, B., Sharma, A. (1995). Measuring customer-based brand equity . The Journal of Consumer Marketing, 12(4), 11-19.

Lertwannawit, A., & Mandhachitara, R. (2012). Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men. Journal of Business Research, 65(10), 1408-1416.

Lipovetsky, G. (2009). O império do efêmero: A moda e seu destino nas sociedades Modernas.

Companhia das Letras.

Lopes, E. L., Herrero, E., Pinochet, L. H. C., & Freire, O. B. D. L. (2019). Test and validation of data collection strategies used in applied social sciences: a marketing study. BASE-Revista de Administração e Contabilidade da Unisinos, 16(3), 432-463.

McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, Journal of Consumer Research, 13, 71-84.

Miller, K. W. (2007). Investigating the Idiosyncratic Nature of Brand Value, Australasian Marketing Journal, 15(2), 81-96.

Miniard, P. W., Bhatla, S., Lord, K. R., Dickson, P. R., & Unnava, H. R. (1991). Picture-based persuasion processes and the moderating role of involvement. Journal of Consumer Research, 18, 92-107.

Motameni, R., & Shahorkhi, M. (1998). Brand equity Valuation: A Global Perspective, Journal of Product and Brand Management, 7(4), 275-290.

Morrison, M., & Eastburn, M. (2006). A study of brand equity in a commodity market Australasian, Marketing Journal, 14(1), 62-78.

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.

Onkvisit, S., & Shaw, J. (1987). Self-Concept end Image Congruence: Some Research And Managerial Implications, Journal of Consumer Marketing, 4(1), 38-50.

Orth, U., Lockshin, L., & D ́Hauteville, F. (2007). The Global Wine Business as a Research

Field, International Journal of Wine Business Research, 19(1), 5-13.

Park, H., & Kim, Y.K. (2016). Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty, Journal of Retailing and Consumer Services, 29, 114-122.

Rahman, M., Rodríguez Serrano, M., & Lambkin, M. (2019). Brand equity and firm performance: the complementary role of corporate social responsibility. Journal of Brand Management, 26(6), 691-704.

Reichheld, F. F. (1993). Loyalty-based management, Harvard Business Review, 71, 64-73.

Ringle, C., Da Silva, D., & Bido, D. (2015). Structural equation modeling with the

SmartPLS. Bido, D., da Silva, D., & Ringle, C. (2014). Structural Equation Modeling with the Smartpls. Brazilian Journal Of Marketing, 13(2).

Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: an empirical study, European Journal of Marketing, 37(1), 169-96.

Ross, J., & Harradine, R. (2010). Value brands: cheap or trendy? An investigation into young consumers and supermarket clothing, Journal of Fashion Marketing and Management, 14(3), 350-366.

SEBRAE. (2015). Relatório de Inteligência Sebrae: Vestuário - Moda Surfe. http:// www.bibliotecas.sebrae.com.br/chronus/ARQUIVOS_CHRONUS/bds/bds.nsf/2ccc09cf26e04 ae86cd642d85b11e715/$File/5401.pdf.

Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Consumer behavior: Consumer behavior and beyond. The Dryden Press.

Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J., Chon, K., Clairborne, C. B., Johar, J. S., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence, Journal of the Academy of Marketing Science, 25(3), 229-241.

Song, H., Wang, J.H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops, International Journal of Hospitality Management, 79, 50-59.

Sweeney, J. C., & Soutar, G. (2001). Consumer Perceived Value: The Development of Multiple Item Scale, Journal of Retailing, 77(2), 203-220.

Whittaker, G., Ledden, L., & Kalafatis, S. P. (2007). A re-examination of the relationship between value, satisfaction and intention in business services. Journal of Services Marketing, 21(5), 345-357.

Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty, Journal of Product and Brand Management, 13(4), 217-227.

Thompson, M., Macinnis, D. J., & Park, C. (2005). Whan The Ties That Bind: Measuring the Strength of Consumers’ Attachments to Brands, Journal of Consumer Psychology, 15(1), 77-91.

Wilkie, W. L. (1994). Consumer behavior (3rd ed.). John Wiley & Sons.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.

Zeithaml, V. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Synthesis of Evidence. Journal of Marketing, -22.