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首页> 外文期刊>African Journal of Business Management >The mediatory impact of brand loyalty and brand image on brand equity
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The mediatory impact of brand loyalty and brand image on brand equity

机译：品牌忠诚度和品牌形象对品牌资产的中介影响

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This study examines the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors are influential in building brand equity. The second purpose was to assess brand loyalty and brand images? mediating effect between brand attitude, brand personality, brand association with brand equity. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measures the way in which consumers’ perceptions of the dimensions of brand equity affect the overall brand equity evaluations. Data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand loyalty and brand image are important components of brand equity in this industry. Moreover, the role of brand loyalty and brand image as mediating factors in the intention of brand equity are supported. The principal contribution of the present research is that it provides empirical evidence of the multidimensionality of consumer based brand equity, supporting Aaker′s and Keller′s conceptualization of brand equity. The present research also enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index in chocolate industry of Iran particularly is novel.
机译：这项研究考察了巧克力行业中品牌资产的潜在维度。为此，研究人员开发了一个模型来识别哪些因素对建立品牌资产具有影响。第二个目的是评估品牌忠诚度和品牌形象？品牌态度，品牌个性，品牌与品牌资产之间的中介效应。该研究采用结构方程模型来研究品牌资产规模与品牌资产本身之间的因果关系。它专门衡量了消费者对品牌资产维度的看法影响整体品牌资产评估的方式。数据来自伊朗巧克力行业消费者的样本。这项实证研究的结果表明，品牌忠诚度和品牌形象是该行业品牌资产的重要组成部分。此外，支持了品牌忠诚度和品牌形象作为品牌资产意图中的中介因素的作用。本研究的主要贡献在于，它提供了基于消费者的品牌资产多维性的经验证据，支持了Aaker和Keller对品牌资产的概念化。如先前研究人员所建议，本研究还通过结合品牌个性和品牌形象，丰富了品牌资产的建立。另外，在伊朗巧克力行业中创建品牌资产指数尤其新颖。

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