The influence of brand equity on consumer responses in South Africa
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Date
2018
Authors
Mkhize, Duduzile
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Abstract
Purpose: The purpose of this paper is to replicate and extend the brand equity model
that was developed by Buil, Martínez, and de Chernatony (2013) in South Africa. The
paper also seeks to compare the impact of brand equity on consumer goods and in
media companies.
Design and Methodology: Structural Equation Modelling was used to test the
hypotheses. Classic continuous modelling techniques and structural equation path
modelling were used. The structural equation models were conducted using the twophase
approach: the measurement section is analysed in a confirmatory factor
analysis and path models are then constructed as per the Buil et al. (2013) model and
analysed for deviations.
Findings: The results of the study were quite similar to the original study done by Buil
et al. (2013). There was a positive correlation between overall brand equity and the
underlying dimensions of brand equity. All hypotheses aside from those for perceived
quality were supported. In the inter-category comparison, there is no difference, the
consumers of media are also influenced by brand equity and its dimensions. However,
overall brand equity seems to be very important for influencing purchase intention for
television broadcasters.
Limitations: This research was limited to South Africa; thus, it cannot be generalised
to other countries. The research was also limited to people with access to smart
phones and computers, as it was only available online. There is an opportunity for the
study to be replicated in other countries and also in a way that is accessible to people
who do not have access to computers. In the findings, there was consistently high and
significant positive correlations between all variables that act to support the model; this
could be a limitation as some of this strength may arise from common method bias.
The survey participants had to answer all questions using the slider; this might have
caused the bias. The research produced a high number of incomplete surveys.
Future research: The analysis of Lagrange multipliers suggests two paths that could
be considered, namely, for direct associations between purchase intention and both
brand awareness and brand associations.
Key words: brand equity, consumer responses, media brand equity, brand equity dimensions, consumer responses.
Description
MBA
Keywords
Branding (Marketing) Branding (Marketing) -- South Africa. Brand name products. Customer relations -- Economic aspects. Advertising.