| The area of brand equity has received significant research attention in recent years. However, there is an urgent need to identify and operationalize brand equity constructs order to empirically measure them, and effectively analyze the key factors associated with brand market performance. This study attempts to define and operationalize brand equity constructs and advance new brand equity measurement models.; This dissertation is composed of three phases. First, an online consumer survey is conducted to measure Customer-Based Brand Equity (CBBE) constructs and assess their impact on Behavioral Equity (BHE) constructs. Four random samples have been drawn: two from a population of consumers who own an "Economy" car; and two from a population of consumers who own a "Luxury" car. A total of 1282 responses have been collected. An Exploratory Factor Analysis is conducted to determine the optimal number of CBBE constructs. Then, a Confirmatory Factor Analysis is utilized to analyze the nine measurement models. Finally, Structural Equation Models are applied to all models to analyze relationships between constructs and test research hypotheses.; It is concluded that for consumers who have never tried a brand, Value and Image are the main drivers of BHE. Further, models involving consumers who owned or tried the brands have a high predictive ability explaining more than 75% of the variance in the data. Accordingly, companies are encouraged to drive trial to complement advertising and communication activities. For consumers who tried or owned a brand, Satisfaction and Attitudinal Loyalty are the primary drivers of BHE.; Second, average values per brand transferred to a brand dataset in order to analyze the relationships between CBBE, BHE and Brand Market Performance (BMP) constructs at the aggregate brand level. Results have been found consistent with those at the consumer level.; Finally, new measures for CBBE, BHE and BMP constructs are computed for all brands in order to determine their strengths and weaknesses in the marketplace as well as in the minds of consumers. In-depth market analysis, Country-Of-Origin analysis, and brand analysis are conducted and strategic recommendations are offered. |
