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Determining the causal relationships that affect consumer-based brand equity: The mediating effect of brand loyalty

机译：确定影响基于消费者的品牌资产的因果关系：品牌忠诚度的中介效应

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Purpose - The purpose of this paper is to analyse the causal relationships among the dimensions that explain consumer-based brand equity, and to determine the importance of each dimension in the assessment of overall brand equity. Design/methodology/approach - A research instrument proposed by Yoo and Donthu was applied to undergraduate students of the University of Coimbra. Two leading brands in the Portuguese beer market were used in the study. Respondents were randomly assigned to one brand and were asked to rate all items on seven Likert-type scales. Based on Aaker's conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. Findings - A causal order between brand equity dimensions was established. The results suggest that the positive effects of perceived quality and brand awareness on overall brand equity are mediated by brand loyalty. Research limitations/implications - Although the exclusion of brand associations' dimensions in the SEM improves the validity of the constructs, it should be regarded as a limitation, given its importance in brand equity building. Practical implications - Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to perceived quality, since it is the factor with the strongest impact on brand loyalty. Originality/value - The identification of the causal relations among brand equity dimensions and the analysis of their influence in overall brand equity, not yet clearly validated in the literature.
机译：目的-本文的目的是分析解释基于消费者的品牌资产的各个维度之间的因果关系，并确定每个维度在评估整体品牌资产中的重要性。设计/方法/方法-由Yoo和Donthu提出的一种研究工具应用于科英布拉大学的本科生。该研究使用了葡萄牙啤酒市场上的两个领先品牌。受访者被随机分配到一个品牌，并被要求用七个李克特型量表对所有项目进行评分。基于Aaker的概念框架，设计了结构方程模型（SEM）来分析建议的关系。发现-建立品牌资产维度之间的因果顺序。结果表明，感知质量和品牌意识对整体品牌资产的积极影响是由品牌忠诚度介导的。研究的局限性/含义-尽管在SEM中排除品牌关联的维度可以提高结构的有效性，但鉴于其在建立品牌资产中的重要性，因此应将其视为一种限制。实际意义-营销经理应关注品牌忠诚度以增加整体品牌资产，并应特别关注感知质量，因为这是对品牌忠诚度影响最大的因素。原创性/价值-识别品牌资产维度之间的因果关系，并分析其对整体品牌资产的影响，但尚未在文献中得到明确验证。

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