Original scientific paper

https://doi.org/10.5772/56835

Prominent Determinants of Consumer-Based Brand Equity

Elisa Battistoni ; “Tor Vergata” University of Rome, Department of Enterprise Engineering, Rome
Andra Fronzetti Colladon ; “Tor Vergata” University of Rome, Department of Enterprise Engineering, Rome
Giulia Mercorelli ; “Tor Vergata” University of Rome, Department of Enterprise Engineering, Rome

Abstract

In this paper we investigate the most prominent drivers of brand equity, from a consumer‐ based point of view. We present a new approach for measuring brand equity, which can be applied regardless of the brand sector and is based on the Analytic Hierarchy Process. This approach has the main advantage of allowing for comparisons to be made between non‐directly measurable elements and also has the advantage of enabling the ranking of intangible criteria, such as consumers’ feelings or purchase intentions. We focus on the fashion industry, since we believe in the higher value of our approach when applied to brands which offer products with less tangible characteristics. Thanks to a case study – which involved about 250 interviewees – we succeed in finding and prioritizing the elements which can have an impact on the brand value. We also provide a global ranking for three apparel brands: Gap, H&M and Zara. The results from our model are consistent with other popular ratings and can be extremely useful for brand managers.

Keywords

Brand Equity; Analytic Hierarchy Process; Brand Value; Fashion Industry; CBBE

Hrčak ID:

160910

URI

https://hrcak.srce.hr/160910

Publication date:

1.1.2013.

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