Investigating the determinants of brand equity: a verification approach in the detergents industry in South Africa

Saal, Alvin (2008-03)

Thesis (MBA)--Stellenbosch University, 2018.

Thesis

ENGLISH ABSTRACT: Creating brand equity, that is, building a strong brand is a successful strategy for differentiating a product from competing brands (Aaker, 1991: 256). Brand equity provides sustainable competitive advantages, because it creates meaningful competitive barriers. Brand equity is developed through perceived quality, brand loyalty, brand awareness and brand associations, which cannot be either built or destroyed in the short run; but can be created only in the long run through carefully designed marketing investment. This study aims to examine the practicality and application of a customer-based brand equity model, based on Aaker’s (1991: 256) well-known conceptual framework of brand equity. The study investigates the causal relationships between the 4 dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of house-wives in South Africa. The study concludes that brand loyalty and perceived quality is the most influential dimension of brand equity. Support was also found for the brand awareness and brand association dimensions. Implications for marketing managers and marketing planners are discussed.

AFRIKAANSE OPSOMMING: Die skep van handelsmerkekwiteit “brand equity”, wat die bou van sterk handelsmerke impliseer, is 'n suksesvolle strategie om 'n produk van mededingende produkte te onderskei (Aaker, 1991: 256). Handelsmerkekwiteit voorsien volgehoue mededingende voordele omrede dit betekenisvolle mededingende hindernisse skep. Dit is ontwikkel op grond van kwaliteitsherkenning, handlesmerklojaliteit, kwaliteitsbewustheid en kwaliteitsassosiasies. Handelsmerkekwiteit kan geskep word deur omsigtige bemarkingsinvestering. Die doelwit van hierdie studie was om die toepaslikheid en praktiese toepassing van 'n kliëntgebasseerde ekwiteitsmodel te ondersoek en is gebaseer op Aaker (1991: 256) se bekende konseptuele handelsmerk-ekwiteitsraamwerk. Die studie ondersoek die kousale verwantskap tussen die vier handelsmerkekwiteitsdimensies en die algehele ekwiteitsevaluasie. Dit meet die wyse waarop die verbruiker se persepsie van die dimensies ekwiteit beïnvloed en die algehele ekwiteitsevaluasie. Data-insameling is gedoen onder huisvrouens in Suid-Afrika. Die resultate bevestig dat handelsmerklojaliteitlojaliteit en kwaliteitherkenning die mees invloedryke dimensies van handelsmerekwiteit is. Ondersteuning is ook gevind vir die kwaliteitsbewustheid en assosiasie dimensies. Hiervolgens is implikasies vir bemarkingbestuurders en -beplanners geformuleer.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/80641
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