Advertisement

Journal of Brand Management

, Volume 26, Issue 6, pp 717–732 | Cite as

Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA

  • Deli YangEmail author
  • Mahmut Sonmez
  • Mario Gonzalez
  • Yi Liu
  • Carol Y. Yoder
Original Article

Abstract

Consumer-based brand equity (CBBE) has attracted academic endeavor and strategic emphasis in practice to examine its role for brand success. Despite its diagnostic power for brands, prior studies fail to: reach consensus on conceptualization and operationalization, consider prospective consumers and competing brands, and identify linkages with brand performance. Our study therefore proposes an integrative model of consumer-based brand performance (CBBP) to address its relationship with CBBE. Within this aim, we intend to achieve two objectives. First, we prove that the key components of CBBE, that is, brand attributes, associations and judgments, all play significant roles in determining CBBP. Second, we demonstrate the detailed relationship among the three components of CBBE. Accordingly, we test hypotheses based on the structural equation modeling of 1670 valid questionnaire responses from young consumers (aged 18–35) in the USA and comparative analysis of two competing smartphone brands (iPhone vs. Samsung). As a result, we contribute to theoretical and empirical understanding concerning the relationship between CBBE and CBBP. We also enrich brand empirical understanding by addressing two main competing brands in the US smartphone industry. The combined SEM and comparative analysis add both breadth and depth to current understandings. The results provide implications for practitioners to devise brand strategies which consider the varied impact of consumers, as a key stakeholder, for success.

Keywords

Comparative study Consumer-based brand equity Consumer-based brand performance SEM Smartphone brand US 

Notes

References

  1. Aaker, D.A. 1991. Managing brand equity. New York: Free Press.Google Scholar
  2. Aaker, D.A. 1992. The value of brand equity. Journal of Business Strategy 13(4): 27–32.CrossRefGoogle Scholar
  3. Aaker, D.A. 1996. Measuring brand equity across products and markets. California Management Review 38(3): 102–120.CrossRefGoogle Scholar
  4. Ailawadi, K.L., D.R. Lehman, and S. Neslin. 2003. Revenue premium as an outcome measure of brand equity. Journal of Marketing 67(4): 1–17.CrossRefGoogle Scholar
  5. Anisimova, T.A. 2007. The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty. Journal of Consumer Marketing 24(7): 395–405.CrossRefGoogle Scholar
  6. Atilgan, E., S. Akinci, S. Aksoy, and E. Kaynak. 2009. Customer-based brand equity for global brands: A Multinational approach. Journal of Euromarketing. 18: 115–132.  https://doi.org/10.1080/10496480903022253.CrossRefGoogle Scholar
  7. Baalbaki, S., and F. Guzman. 2016. A consumer-perceived consumer-based brand equity scale. Journal of Brand Management 23(3): 229–251.CrossRefGoogle Scholar
  8. Baldauf, A., K.S. Cravens, and G. Binder. 2003. Performance consequences of brand equity management: Evidence from organizations in the value chain. Journal of Product and Brand Management 12(4): 220–236.CrossRefGoogle Scholar
  9. Bearden, W.O., and J.E. Teel. 1983. Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research 20(1): 21–28.CrossRefGoogle Scholar
  10. Blackston, Max. 1992. A brand with an attitude: A suitable case for treatment. Journal of the Market Research Society 34(3): 231–241.Google Scholar
  11. Boo, S., J. Busser, and S. Baloglu. 2009. A model of customer-based brand equity and its application to multiple destinations. Tourism Management 30(2): 219–231.CrossRefGoogle Scholar
  12. Buil, I., E. Martínez, and L. de Chernatony. 2013. The influence of brand equity on consumer responses. Journal of Consumer Marketing 30(1): 62–74.CrossRefGoogle Scholar
  13. Cadotte, E.R., R.B. Woodruff, and R.L. Jenkins. 1987. Expectations and norms in models of consumer satisfaction. Journal of Marketing Research 24(3): 305–314.CrossRefGoogle Scholar
  14. Chattopadhyay, A., and J.W. Alba. 1988. The situational importance of recall and inference in consumer decision making. Journal of Consumer Research 15: 1–12.CrossRefGoogle Scholar
  15. Chau, P., and C. Ho. 2008. Developing consumer-based service brand equity via the Internet: The role of personalization and triability. Journal of Organizational and Electronic Commerce 18(3): 197–223.CrossRefGoogle Scholar
  16. Chaudhuri, A., and M.B. Holbrook. 2001. The chain of effects from brand trust and brand affect to brand performance: The Role of brand loyalty. Journal of Marketing 65(2): 81–93.CrossRefGoogle Scholar
  17. Chernatony, L., F.J. Harris, and G. Christodoulides. 2004. Developing a brand performance measure for financial services brands. The Services Industries Journal 24(2): 15–33.CrossRefGoogle Scholar
  18. Christodoulides, G., and L. de Chernatony. 2010. Consumer-based brand equity conceptualization and measurement. A literature review. International Journal of Market Research 52(1): 43–66.CrossRefGoogle Scholar
  19. Christodoulides, G., L. de Chernatony, O. Furrer, and T. Abimbola. 2006. Conceptualising and measuring the equity of online brands. Journal of Marketing Management 22(7/8): 799–825.CrossRefGoogle Scholar
  20. Çifi, S., Y. Ekinci, G. Whyatt, A. Japutra, S. Molinillo, and H. Siala. 2016. A cross validation of consumer-based brand equity models: Driving consumer equity in retail brands. Journal of Business Research 69(9): 3740–3747.CrossRefGoogle Scholar
  21. Cobb-Walgren, C., C.A. Ruble, and N. Donthu. 1995. Brand equity, brand preference and purchase intent. Journal of Advertising 24(3): 25–40.CrossRefGoogle Scholar
  22. Crimmins, J.C. 2000. Better measurement and management of brand value. Journal of Advertising Research 40(6): 136–144.CrossRefGoogle Scholar
  23. Datta, H., K.L. Ailawadi, and H.J. Van Heerde. 2017. How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response? Journal of Marketing 81(3): 1–20.CrossRefGoogle Scholar
  24. del Vázquez, R., A.B. Rio, and V. Iglesias. 2002. Consumer-based brand equity: Development and validation of a measurement instrument. Journal of Marketing Management 18(1–2): 27–48.CrossRefGoogle Scholar
  25. Erdem, T., et al. 1999. Brand equity, consumer learning and choice. Marketing Letters 10(3): 301–318.  https://doi.org/10.1023/A:1008135224357.CrossRefGoogle Scholar
  26. Erdem, T., J. Swait, and A. Valenzuela. 2006. Brands as signals: A cross-cultural validation study. Journal of Marketing 70(1): 34–49.CrossRefGoogle Scholar
  27. Farjam, S., and H. Xu. 2015. Reviewing the concept of brand equity and evaluating consumer-based brand equity (CBBE) models. International Journal of Management Science and Business Administration 1(8): 14–29.CrossRefGoogle Scholar
  28. Farquhar, P.H. 1989. Managing brand equity. Marketing Research 1(9): 24–33.Google Scholar
  29. Filieri, R., Z. Lin, S. D’Antone, and E. Chatzopoulou. 2018. A cultural approach to brand equity: The role of brand mianzi and brand popularity in China. Journal of Brand Management..  https://doi.org/10.1057/s41262-018-0137-x.CrossRefGoogle Scholar
  30. Handford, M., M. Lisboa, A. Koester, and A. Pitt. 2011. Business advantage. Cambridge: Cambridge University Press.Google Scholar
  31. Hult, G.T.M., et al. 2008. An assessment of the measurement of performance in international business research. Journal of International Business Studies 39: 1064–1080.CrossRefGoogle Scholar
  32. Jensen, M.B., and K. Klastrup. 2008. Towards a B2B customer-based brand equity model. Journal of Targeting, Measurement and Analysis for Marketing 16(2): 122–128.CrossRefGoogle Scholar
  33. Kapferer, J.-N. 2000. How the internet impacts on brand management. Journal of Brand Management 7(6): 389–391.CrossRefGoogle Scholar
  34. Keller, K.L. 1993. Conceptualizing, measuring, and managing consumer-based brand equity. Journal of Marketing 57: 1–22.CrossRefGoogle Scholar
  35. Keller, K.L. 2001. Building consumer-based brand equity: A blueprint for creating strong brands. Marketing Management 10(July/August): 15–19.Google Scholar
  36. Keller, K.L. 2003. Brand synthesis: The multi-dimensionality of brand knowledge. Journal of Consumer Research 29(4): 595–600.CrossRefGoogle Scholar
  37. Keller, K.L. 2006. Branding and brand equity. In Handbook of marketing, eds. B.A. Weitz, and R. Wensley. London: Sage.Google Scholar
  38. Keller, K.L. 2016. Reflections on consumer-based brand equity: Perspectives, progress, and priorities. Academy of Marketing Science Review 6: 1–16.Google Scholar
  39. Keller, K.L., and D.R. Lehmann. 2006. Brands and branding: Research findings and future priorities. Marketing Science 25(6): 740–759.CrossRefGoogle Scholar
  40. Kim, D., H. Chun, and H. Lee. 2014. Determining the factors that influence college students’ adoption of Smartphones. Journal of the Association for Information, Science and Technology 65(3): 578–588.CrossRefGoogle Scholar
  41. Kim, J., and Y.J. Hyun. 2010. A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management 40(3): 424–438.CrossRefGoogle Scholar
  42. Koçak, A., T. Abimbola, and A. Özer. 2007. Consumer brand equity in a cross-cultural replication: An evaluation of a scale. Journal of Marketing Management 23(1–2): 157–173.CrossRefGoogle Scholar
  43. Lehmann, D.R., K.L. Keller, and J.U. Farley. 2008. The structure of survey-based brand metrics. Journal of International Marketing 16(4): 29–56.CrossRefGoogle Scholar
  44. Leuthesser, L. 1988. Defining, measuring and managing brand equity: A conference summary. Report #88-104, Cambridge, MA: Marketing Science Institute.Google Scholar
  45. Lynch Jr., J.G., H. Marmorstein, and M.F. Weigold. 1988. Choices from sets including remembered brands: Use of recalled attributes and prior overall evaluations. Journal of Consumer Research 15(September): 169–184.CrossRefGoogle Scholar
  46. Makino, S., C.M. Lau, and P.S. Yeh. 2002. Asset-exploitation versus asset-seeking: Implications for location choice of FDI from newly industrialised economies. Journal of International Business Studies 33: 403–421.CrossRefGoogle Scholar
  47. Martensen, A., and L. Gronholdt. 2004. Building brand equity: A customer-based modeling approach. Journal of Management Systems 16(3): 37–51.Google Scholar
  48. Myers, C.A. 2003. Managing brand equity: A look at the impact of attributes. Journal of Product and Brand Management 12(1): 39–51.  https://doi.org/10.1108/10610420310463126.CrossRefGoogle Scholar
  49. Nam, J., Y. Ekinci, and G. Whyatt. 2011. Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research 38(3): 1009–1030.CrossRefGoogle Scholar
  50. Netemeyer, R.G., et al. 2004. Developing and validating measures of facets of customer-based brand equity. Journal of Business Research 57(2): 209–224.CrossRefGoogle Scholar
  51. Ovidiu, I.M. 2005. The concept of brand equity—A comparative approach. MPRA Paper No. 32013.Google Scholar
  52. Ponnam, A., and P. Krishnatray. 2008. Rethinking branding: The Need for a new conceptual framework to analyze consumer-based brand equity”. The ICFAI Journal of Brand Management 5(2): 31–38.Google Scholar
  53. Rainee, L. 2014. Two thirds of young adults and those with higher income are smartphone owners. Washington, DC: Pew Internet and American Life Project, Pew Research Center. http://pewinternet.org/Reports/2012/SmartphoneupdateSept2012.aspx. Accessed 17 Sept 2018.
  54. Rambocas, M., V.M. Kirpalani, and E. Simms. 2018. Brand equity and customer behavioral intentions: A mediated moderated model. International Journal of Bank Marketing 36(1): 19–40.CrossRefGoogle Scholar
  55. Rust, R.T., V.A. Zeithami, and K.N. Lemon. 2004. Consumer-centered brand management. Harvard Business Review 82(9): 110–118.Google Scholar
  56. Salzer-Morling, M., and L. Strannegard. 2004. Silence of the brands. European Journal of Marketing 38(½): 224–238.CrossRefGoogle Scholar
  57. Simon, C., and M. Sullivan. 1993. The measurement and determinants of brand equity: A Financial Approach. Marketing Science 12(1): 28–52.CrossRefGoogle Scholar
  58. Sonmez, M., D. Yang, and J. Fryxell. 2013. Interactive role of consumer discrimination and branding against counterfeiting: A study of multinational managers’ perception of global brands in China. Journal of Business Ethics 115: 195–211.CrossRefGoogle Scholar
  59. Srivastava, R.K., and A.D. Shocker. 1991. Brand equity: A perspective on its meaning and measurement. Cambridge, MA: Marketing Science Institute.Google Scholar
  60. Szőcs, A. 2014. Consumer-based brand equity: A literature review. Journal of Economics and Business Research 20(1): 93–120.Google Scholar
  61. Villas-Boas, J.M. 2004. Consumer learning, brand loyalty and competition. Marketing Science 23(1): 134–145.CrossRefGoogle Scholar
  62. Wilkie, W. 1986. Consumer behavior. New York: Wiley.Google Scholar
  63. Yang, D., D. Davis, and K.R. Robertson. 2012. Integrated branding with mergers and acquisitions. Journal of Brand Management 19(5): 438–456.CrossRefGoogle Scholar
  64. Yang, D., M. Sonmez, Q. Li, and Y. Duan. 2015. The power of triple contexts on consumer-based brand performance—A comparative study of Baidu and Google from Chinese netizens’ perspective. International Business Review 24(1): 11–22.CrossRefGoogle Scholar
  65. Yoo, B., and N. Donthu. 2001. Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research 52(1): 1–14.CrossRefGoogle Scholar
  66. Zhou, J., et al. 2014a. First-time user experience with smart phone new gesture control features. In Cross-cultural design. CCD 2014 (Heraklion, Crete, Greece), ed. P.L.P. Rau. Lecture Notes in Computer Science 8528. Cham: Springer.  Google Scholar
  67. Zhou, J., P. Rau, and G. Salvendy. 2014b. Age-related difference in the use of mobile phones. Universal Access in the Information Society 13(4): 401–413.CrossRefGoogle Scholar

Copyright information

© Springer Nature Limited 2019

Authors and Affiliations

  • Deli Yang
    • 2
    Email author
  • Mahmut Sonmez
    • 1
  • Mario Gonzalez
    • 2
  • Yi Liu
    • 2
  • Carol Y. Yoder
    • 3
  1. 1.Department of Management Science and Statistics, College of BusinessUniversity of Texas at San AntonioSan AntonioUSA
  2. 2.School of BusinessTrinity UniversitySan AntonioUSA
  3. 3.Department of PsychologyTrinity UniversityOne Trinity Place, San AntonioUSA

Personalised recommendations