Brand Awareness Influences on Brand Image and Brand Equity–The Moderated Mediation of Perceived Quality: The Case Study of the Nakha Clothing Market, Udonthani Province
Keywords:
Brand Equity, Brand Image, Moderated Mediation, Nakha Clothing MarketAbstract
This paper aims to investigate the moderated mediation of perceived quality on the relationship between brand awareness, brand image and brand equity in the Nakha’s clothing market, Udonthani. The exploratory research method is employed. Data have been collected by self-administered questionnaires from 336 samples. The results show that brand awareness relates to brand equity mediated through brand image. Also, the perceived quality moderates an indirect effect of brand awareness on the brand equity through brand image. The author discusses implications and directions for future research.
References
Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review. 38(3), 102-120.
Allaway, A.W., Huddleston, P., Whipple, J. and Ellinger, A.E. (2011). Customer-based brand equity, equity drivers, and customer loyalty in the supermarket industry. Journal of Product and Brand Management. 20(3), 190-204.
Anderson, J. C., and Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin. 103(3), 411-423.
Anselmsson, J., Burt, S., and Tunca, B. (2017). An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retail brand equity. Journal of Retailing and Customer Service. 38, 194-203.
Atilgan, E., Aksoy, S., and Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning. 23(3), 237-248.
Bagozzi, R. P. and Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of Academy of Marketing Science. 16(1), 74-94.
Baldauf, A., Cravens, K.S., Diamantopoulos, A., and Zeugner-Roth, K.P. (2009). The impact of product–country image and marketing efforts on retailer-perceived brand equity: An empirical analysisi. Journal of Retailing. 85(4), 437-452.
Bazi, S., Filieri, R., and Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research. 112, 223-235.
Beristain, J.J., and Zorrilla, P. (2011). The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Customer Service. 18, 562-574.
Boo, S., Busser, J. & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management. 30, 219-231.
Buil, I., de Chernatony, L. and Martínez, E. (2008). A cross-national validation of the consumer-based brand equity scale. Journal of Product & Brand Management. 17(6), 384-392.
Buil, I., Martinez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing. 30(1), 62-74.
Changso, A. and Tonthapthimthong, N. (2021). The satisfaction on marketing factors of Thai tourists towards the tourism on Nakha Sub-district, Muaeng District, Udonthani. pp. 847-855, Proceeding of the 2 nd National Conference on Humanities and Social Sciences, January, 18, in Tourism Industry and Hospitality Management, Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University, Bangkok, Thailand.
Cho, E. and Fiore, A.M. (2015). Conceptualization of a holistic brand image measure for fashion-related brands. Journal of Consumer Marketing. 32(4), 255-265.
Cifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S., and Siala, H. (2016). A cross validation of ConsumerBased Brand Equity models: Driving customer equity in retail brands. Journal of Business Research. 69, 3740-3747.
Das, G. (2012). Impact of store personality on consumer based retailer equity: An exploratory study of retail brand. Asia Pacific Journal of Marketing and Logistics. 24(4), 619-639.
Das, G. (2014). Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands. Journal of Retailing and Consumer Services. 21, 284-292.
Das, G. (2015). Impact of store attributes on consumer based retailer equity: An exploratory study of department retail store. Journal of Fashion Marketing Management. 19(2), 188-204.
De Chernatony, L., Harris, F.J. and Christodoulides, G. (2004). Developing a brand performance measure for financial services brands. The Service Industries Journal. 24(2), 15-33.
Dedeoglu, B.B., Van Niekerk, M., Weinland, J., and Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing & Management. 11, 211-230.
Faircloth, J.B., Capella, L.M., and Alford, B. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice. 9(3), 61-76.
Fornell, C., and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research. 18(February), 39-50.
Frías Jamilena, D. M., Polo Pena, A. I., & Rodríguez Molina, M.A. (2017). The effect of value-creation on consumer-based destination brand equity. Journal of Travel Research. 56(8), 1011-1031.
Gil, R.B., Andres, E.F., Salinas, E.M. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management. 16(3), 188-199.
Gil-Saura. I., Molina, R.M.E., and Berenguer-Contri, G. (2016). Store equity and behavioral intentions: The moderating role of the retailer’s technology. Journal of Product & Brand Management. 25(7), 642-650.
Girard, T., Trapp, P., Pinar, M., Gulsoy, T. and Boyt, T.E. (2017). Consumer-based brand equity of a privatelabel Brand: measuring and examining determinants. Journal of Marketing Theory and Practice. 25(1), 39-56.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research. 69(2), 5833-5841.
Hankinson, G. (2005), Destination brand image: A business tourism perspective. Journal of Services Marketing. 19(1), 24-33.
Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs. 76, 408-420.
Hayes, A. F., & Matthes, J. (2009). Computational procedures for probing interactions in OLS and logistic regression: SPSS and SAS implementations. Behavior Research Methods. 41, 924-936.
Hayes, A.F. (2013). Introduction to mediation, moderation and conditional process analysis: A regressionbased appraoch. London : The Guilford Press.
Hollenbeck, C.R. and Kaikati, A.M. (2012). Consumers’ use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing. 29(4), 395-405.
Hollenbeck, M.G. and Brodie, R. (2014). Consumers brand engagement in social media. Journal of Interactive Marketing. 28(2), 149-165.
Huang, R., and Sarigollu, E. (2011). How brand awareness relates to market outcome, brand equity and the marketing mix. Journal of Business Research. 65(1), 92-99.
Huang, Z.L. and Cai, J.A. (2015). Modeling consumer-based brand equity for multinational hotel brands: When hosts become guests. Tourism Management. 46, 31-443.
Hyun, S.S. and Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly. 52(4), 429-437.
Iglesias, O., Markovic, S., Singh, J.J. and Sierra, V. (2019). Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits. Journal of Business Ethics. 154(2), 441-459.
Jara, M., and Cliquer, C. (2012). Retail brand equity: Conceptualization and measurement. Journal of Retailing and Customer Service. 19, 140-149.
Jinfeng, W., and Zhilong, T., (2009). The impact of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets. Journal of Retailing and Customer Service. Serv. 16(6), 486-494.
Kayaman, R. & Arasli, R. (2007). Customer based brand equity: Evidence from the hotel industry. Managing Service Quality. 17(1), 92 3 109.
Keller, K.L. & Lehman, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science. 25(6), 740-759.
Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing. 57, 1-22.
Keller, K.L. (2001). Building customer-based equity. Marketing Management. 10(2), 14-19.
Keller, K.L. (2003). Brand synthesis: The multidimensionalilty of brand knowledge. Journal of Consumer Research. 29, 595-600.
Kim, H.B. and Kim, W.G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and restaurants. Tourism Management. 26(4), 549-560.
Kline, R.B. (2006). Principles and practice of structural equation modeling. 2nd ed. London: The Guilford Press.
Lassar, W., Mittal, B., and Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing. 12(4), 11-19.
Londono, J.C., Elms, J., and Davies, K. (2016). Conceptualizing and measuring consumer-based brand– retailer-channel equity. Journal of Retailing and Customer Service. 29, 70-81.
Magrath, V., and McCormick, H. (2013). Branding design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management. 17(1), 98-114.
Marin-Garcia, A., Gil-Saura, I., and Ruiz-Molina, M.E. (2020). How innovation and sustainability contribute to generate retail equity? Evidence from Spanish retailing. Journal of Product & Brand Management. 29(5), 601-615.
Morgan-Lopez, A., & MacKinnon, D. P. (2006). Demonstration and evaluation of a method for assessing mediated moderation. Behavior Research Methods. 38, 77-89.
Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. and Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research. 57(2), 209-224.
Pappu, R., and Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services. 13, 317-329.
Pappu, R., Quester, P., and Cooksey, R.W. (2005). Consumer-based brand equity: Improving the measurement– empirical evidence. Journal of Product & Brand Management. 14(3), 143-154.
Pappu, R., Quester, P., and Cooksey, R.W. (2008). Does brand equity vary between department store and clothing stores. Journal of Product & Brand Management. 17(7), 425-435.
Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review. 27(4), 434-449.
Preacher, K.J., Rucker, D.D. and Hayes, A.F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research. 42(1), 85-227.
Rahman, M.S., Hossain, M.A., Hoque, M.T, Rushan, M.R.I., and Rahman, M.I. (2021). Millennials’ purchasing behavior toward fashion clothing brands: Influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management. 25(1), 153-183.
Rojas-Lamorena, A.J., Salvador Del Barrio-García, and Alcantara-Pilar, J.M. (2022). A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling. Journal of Business Research. 139, 1067-1083.
Romaniuk, J., & Gaillard, E. (2007). The relationship between unique brand associations, brand usage and brand performance: Analysis across eight categories. Journal of Marketing Management. 23(324), 267-284.
Sanchez-Gonzalez, I., Gil-Saura, I., and Ruiz-Molina, M-E. (2021). Does sustainability drive to create store equity? A proposal through image, quality and loyalty. International Journal of Retail & Distribution Management.
Sasmita, J. and Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management. 43(3), 276-292.
Schiviski, B., Pontes, N., Czarneeka, B., Mao, W., De Vita, J., and Stavropoulos, V. (2021). Effects of social media brand retail context of fashion product buying behavior. Journal of Product & Brand Management. [DOI 10.1108/JPBM-05-2021-3468].
Seric, M., and Gil-Saura, I. (2019). Understanding brand equity in hotel firms: What is the role of brand loyalty and satisfaction? International Journal of Contemporary Hospitality Management. 31(9), 3526-3546.
Seric, M., Mikulic, J. and Gil-Saura, I. (2018). Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment. Current Issues in Tourism. 21(14), 1621-1643.
Swoboda, B., Berg, B., Schramm-Klein, H., and Foscht, T. (2013). The importance of retail brand equity and store accessibility for store loyalty in local competition. Journal of Retailing and Customer Service. 20, 251-262.
Swoboda, B., Weindel, J., and Halsig, F. (2016). Predictors and effects of retail brand equity: A cross-section analysis. Journal of Retailing and Customer Service. 31, 265-276.
Tasci, A.D.A. (2020). A critical review and reconstruction of perceptual brand equity. Journal of Contemporary Hospitality Management. 33(1), 166-198.
Tasci, A.D.A. and Kozak, M. (2006). Destination brand vs destination images: Do we know what we mean?. Journal of Vacation Marketing. 12(4), 299-319.
Torres, P.M., Augusto, M.G., and Lisboa, J.V. (2015). Determining the causal relationships that affect consumer-based brand equity: The mediating effect of brand loyalty. Journal of Marketing Intelligence and Planning. 33(6), 944-956.
Troiville, J., Hair, J.F., and Cliquet, G. (2019). Definition, conceptualization and measurement of consumerbased retailer brand equity. Journal of Retailing and Customer Service. 50, 73-84.
Untachai, S. (2008). The causal effect of the store Image on purchase intention, Thammasart Journal of Business Administration. 120, 9-29.
Wang, H.J. (2017). A Brand-based perspective on differentiation of green brand positioning, a network analysis approach. Management Decision. 55(7), 1460-1475.
Wang, L., and Finn, A. (2013). Heterogenous sourcesof customer-based brand equity within a product category. Journal of Marketing Intelligence and Planning. 31(6), 674-696.
Yoo, B., and Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal Business Research. 52, 1-14.
Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of Academy of Marketing Science. 28(2), 195-211.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
