Abstract
The influence of perceived quality on consumer-based brand equity is a contentious
issue, with many investigations observing an insignificant relationship. What is puzzling
is that these findings are emerging irrespective of (a) the way perceived quality is
measured, (b) the type of category stimulus and (c) the positive correlation between the two constructs. Using two prominent models of brand equity as benchmarks, this paper addresses the issue by proposing that the effect of perceived quality on consumer-based brand equity is mediated by brand authenticity. Through data gathered from Australian consumers, we identify three categories in which perceived quality does not influence brand equity directly. The influence of perceived equity on brand equity moves through brand authenticity; a pathway to developing consumer-based brand equity that is consistent with Keller and Lehmann’s (2003) conceptual framework.
issue, with many investigations observing an insignificant relationship. What is puzzling
is that these findings are emerging irrespective of (a) the way perceived quality is
measured, (b) the type of category stimulus and (c) the positive correlation between the two constructs. Using two prominent models of brand equity as benchmarks, this paper addresses the issue by proposing that the effect of perceived quality on consumer-based brand equity is mediated by brand authenticity. Through data gathered from Australian consumers, we identify three categories in which perceived quality does not influence brand equity directly. The influence of perceived equity on brand equity moves through brand authenticity; a pathway to developing consumer-based brand equity that is consistent with Keller and Lehmann’s (2003) conceptual framework.
| Original language | English |
|---|---|
| Pages | 1022-1022 |
| Number of pages | 1 |
| Publication status | Published - 2015 |
| Event | Australian and New Zealand Marketing Academy Conference: ANZMAC 2015 - UNSW Business School, Sydney, Australia Duration: 30 Nov 2015 → 02 Dec 2015 http://pandora.nla.gov.au/pan/25410/20160310-0827/www.anzmac.org/_downloads/14560996262015-ANZMAC-Conference-Proceedings.pdf http://pandora.nla.gov.au/pan/25410/20160310-0827/www.anzmac.org/_downloads/14560996262015-ANZMAC-Conference-Proceedings.pdf |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference |
|---|---|
| Abbreviated title | Innovation and growth strategies in marketing |
| Country/Territory | Australia |
| City | Sydney |
| Period | 30/11/15 → 02/12/15 |
| Internet address |