Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels
This paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an ass...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2016-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123043477004 |
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| author | José Sarto Freire Castelo José Ednilson de Oliveira Cabral Arnaldo Fernandes Matos Coelho |
| author_facet | José Sarto Freire Castelo José Ednilson de Oliveira Cabral Arnaldo Fernandes Matos Coelho |
| author_sort | José Sarto Freire Castelo |
| collection | DOAJ |
| description | This paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an assisted “top of mind” of six brands of food processors versus the private label of a supermarket in the city of Fortaleza - Ceará. The results of the hypotheses tests, with the application of the structural equation modeling, show that the marketing mix elements relate differently to the dimensions that antecedents brand equity, and that the perceived quality and brand association dimensions are similar in the formation of brand equity of manufacturers and supermarket’s food brands. |
| format | Article |
| id | doaj-art-fca4ed575f1c465ab66aa71b483c6526 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2016-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-fca4ed575f1c465ab66aa71b483c65262025-02-06T23:39:31ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2016-01-011316991Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private LabelsJosé Sarto Freire CasteloJosé Ednilson de Oliveira CabralArnaldo Fernandes Matos CoelhoThis paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an assisted “top of mind” of six brands of food processors versus the private label of a supermarket in the city of Fortaleza - Ceará. The results of the hypotheses tests, with the application of the structural equation modeling, show that the marketing mix elements relate differently to the dimensions that antecedents brand equity, and that the perceived quality and brand association dimensions are similar in the formation of brand equity of manufacturers and supermarket’s food brands.http://www.redalyc.org/articulo.oa?id=123043477004brandbrand equityprivate labelmanufacturer’s brand |
| spellingShingle | José Sarto Freire Castelo José Ednilson de Oliveira Cabral Arnaldo Fernandes Matos Coelho Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels BBR: Brazilian Business Review brand brand equity private label manufacturer’s brand |
| title | Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels |
| title_full | Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels |
| title_fullStr | Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels |
| title_full_unstemmed | Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels |
| title_short | Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels |
| title_sort | comparative analysis of the antecedents and dimensions of brand equity between food processors brands and supermarket s private labels |
| topic | brand brand equity private label manufacturer’s brand |
| url | http://www.redalyc.org/articulo.oa?id=123043477004 |
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