Customer-based brand equity development for tablet chocolate consumption by women

چکیده مقاله

This research demonstrates direct influences of marketing mix variations on “customer-based brand equity” process. “Customer-based brand equity” development should start earlier by considering its antecedents and moderators. The proposed model examines product quality, “price perception”, reaction to stock-outs, the perceived effect of advertising as antecedents of “customer-based brand equity” process, along with the moderating effect of “brand consciousness”. Research examines female tablet chocolate consumers out of Generation X and Millennials in Istanbul, Turkey. Methodology includes simple random sampling and the partial least squares method to develop a process with statistical relevance. Results indicate that product quality and “price perception” contribute to “customer-based brand equity” process, which starts with “brand knowledge” and ends with loyalty. “Brand consciousness” moderates the effect of product quality on “brand knowledge”. Conclusions include the effects of not considering “brand experience”, the link between operations and marketing, transition of marketing mix, and recommendations for detailed branding processes

دریافت لینک دانلود مقاله