The influence of customer-based brand equity on brand market performance: The case of the viricide Antigrippin NaturProdukt

Abstract

The concept of brand equity is a subject of much research nowadays. Much more interest is in its measurement constructs, interpretations, and interconnection with other brand-related performance indicators. The aim of this work is to examine the influence of the brand equity on its market performance with the help of the model that would evaluate the significance level of each brand attribute on the overall brand equity. In this work the customer-based brand equity approach is investigated. The integrative brand equity evaluation model-matrix was developed and broadened to find the correlation between the brand equity and its brand market performance indicators, and to identify the level of influence of brand attributes. As for the key brand attributes it was taken such constructs as: brand awareness, associations, loyalty, quality, and price. As for the key brand market performance indicators if was taken brand market share and brand distribution. Antigrippin NaturProdukt viricide was compared with its closest competitor Theraflu for the data validity. The study offers a broadened and adapted model that link customer-based brand equity and its brand market performance indicators. The research has both practical and academic findings that allow testing the model on other industries, and link academic results with their practical implications. Results of the research were aggregated and such attributes as brand awareness, loyalty, and quality were found to have the strongest influence on the overall brand equity. Moreover, a positive correlation between greater brand equity and its brand market performance and brand distribution were identifies. Specific practical recommendations to the company and an industry particularly are given based on the proposed model.