Ascertaining The Item Structure Of Consumer Based Brand Equity: A Factor Specific Approach | Nishkrati Gupta & Mohd. Adil

Earlier research has shown that, in today?s highly competitive business world, the emergence of global market, where brands from one country are available to consumers in other countries. This study attempts to determine the dimensionality of consumer based brand equity as also tries to identify and prioritize the dimension/s of brand equity from the perspective of customers from the four countries considered for the present research. Data was collected from 213 respondents through non-probability based researcher controlled sampling technique. In order to extract factors relevant to customer based brand equity, exploratory factor analysis, means and standard deviations were carried out. Preliminary analysis indicates that customers report high levels of perceived customer based brand equity across all the four dimensions of Aaker?s (1991) brand equity model. The study?s findings can be employed by the brand manager to restructure and prioritize relevant aspects of brand equity.