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ARTICLE
ABSTRACT
The purpose of this study is to determine the effects of customer based
brand equity dimensions that only generated through marketing
communications on customer based brand equity in the Jordanian market
for mobile phones. 471 self-administrative questionnaires were analyzed
through structural equation modeling to test hypotheses. The results of the
analyses showed that brand associations, brand awareness, brand loyalty,
and perceived quality have significant effects on customer based brand
equity. However, brand trust and brand attachments have no significant
effects. This research contributes by developing a valid and reliable model
of brand equitys dimensions as and output of marketing communications
and their effects on customer based brand equity, while also giving the
opportunities for marketers to know how the consumers perceive the
marketing communications. And also it opens doors for new researches to
study why trust and attachments as an output of marketing
communications do not actually affecting customer based brand equity.
INTRODUCTION
The role of brands has changed over the years; it is
no longer seen as just differentiation tool. It plays a
vital role for organizations success. Market value
nowadays calculated by intangible values of the
brand (Ahmad & Thyagaraj, 2014).
Many scholars illustrated the importance of the
concept to the firms. (Farquhar, 1989) argues that
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
Research questions
Q1: Do trust, association, attachment, loyalty,
awareness, and perceived quality generated ONLY
through marketing communications (regardless of
any other factors) have an effect on the customer
based brand equity?
Brand Association
TMC
Brand
Attachment
TMC
Customer Based
Brand Equity
Brand Awareness
TMC
Perceived Quality
TMC
Variable
Customer Based Brand Equity a,b
Description
The value consumers hold to a brand, and the perception of the overall
advantage of a product holding a brand name comparative to other
brands
The customers perception that the brand offers better quality for the
products and/or services, in comparative to competing brands
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
Hypotheses
H1. The dimensions (H1a) brand associations, (H1b)
brand trust, (H1c) brand attachment, (H1d) brand
awareness, (H1e) brand loyalty, (H1f) perceived
quality generated through marketing communications
positively affects customer based brand equity.
LITERATURE REVIEW
Brand equity has been described as the added value
of the brand to the products (Farquhar, 1989). Price
competition and rivalry between companies have put
a pressure to managers to find better ways to increase
brand equity towards brands (Myers 2003).
(Farquhar, 1989) argues that brand equity gives
competitive advantage to firms; it gives the base for
developing new products, also helps companies to get
over turbulences they face. In addition, put barriers
for competitors to enter the market.
Brand equity has been illustrated in both marketing
and finance literatures (Ahmad & Butt (2012); Wood,
2000). The driver to study brand equity from the
point of finance is to estimate the financial market
value of the company by pulling out the value of
brand equity from the value of a firm's other assets,
especially in the case for mergers and acquisition
(Keller, 1993). While from looking to brand equity
from marketing point, the goal is to increase
marketing productivity by understanding consumers
behavior and what knowledge they have towards the
brand.
(Ahmad and Butt, 2012) argue that Financial Based
Brand Equity is the outcome of consumers
perceptions on brands. As a result, identifying the
roots that produce positive brand related perception is
more important than measuring its financial
Author(s)
Farquhar (1989)
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
Customer Based
Brand Equity
Brand
Association
Brand
Awareness
Brand Loyalty
Perceived
Quality
Other Proprietary
Brand Assets
Customer Based
Brand Equity
Attachment
Trustworthiness
Social Image
Value
Performance
Brand Awareness
When taking each dimension of CBBE; Awareness is
a key determinant identified in almost all brand
equity models (Y.L & Lee, 2011). Brand awareness
is the capability for consumers to recognize or recall
that a brand name is one of a specific product
category (Aaker, 1991; Keller 1993). It varies from
unrecognizing the brand, to thinking that it is the only
brand in that class (Aaker, 1991). Consumers are
easier to notice strong brands and the frequency of
advertising of strong brands may lead to favorable
associations in consumers mind (Hoeffler and
Keller, 2003).
Brand Associations
According to Aaker (1991) brand association is
anything in consumers mind linked to the brand.
And it has level of strength as well. That strength
increases by actual experience with a brand or
exposure to communications. The cumulative set of
associations will develop a brand image and meaning
Perceived Quality
Perceived quality is one of the crucial dimensions of
brand equity (Aaker, 1996; Atilgan et al., 2009;
Lassar et al., 1995). It is important because it reduce
the perceived risk for consumers (Atilgan et al.,
2009). Also it gives consumers a reason to buy, and it
is associated with the purchase decision (Aaker,
1991). Shabbir and Rehman (2013) state that
qualitys part for consumers buying decision making
process is vital when it comes to buy any branded
products or services. Brands with high perceived
quality can make marketing programs more powerful.
The likelihood of effective advertising and promotion
will be higher for brands with high perceived quality
(Aaker, 1991). (Keller, 1993) argues that perceived
[16]
Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
Dimensions of CBBE
Country
Product
Category
Beverage
Hotel
Chocolate
Mobile phones
Internet
service
providers
Retailers
Mobile phones
[17]
Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
METHODOLOGY
The research model for the research is presented in
figure 1. The dimensions of CBBE in the model were
inspired from the work of Aaker (1991) and Lasser et
al. (1995). Quantitative research approach using selfadministrative questionnaire was used in the research
to test the hypotheses.
The research use convenience sampling technique to
approach the intended sample, the survey conducted
in three main cities in Jordan whom have the highest
population. Amman, Zarqa, and Irbid. Mixed venues
utilized to reach for respondents. Two schools and
two universities were chosen to reach for the younger
age groups. And the questionnaire was also available
on 35 different retailers for mobiles. Furthermore, the
researcher randomly reaching participants on coffee
shops and the food courts section in malls.
700 questionnaires were distributed, 542 (77.4%)
were returned, and 39 of them had missing data more
than 10%, resulting to have 503 (71.8%) effective
questionnaires ready for further analysis.
A data screening for Non-engaged response to any
questionnaire that got a result of the standard
deviation of zero was deleted. This process result in
deleting 32 cases that has non-engaged responses,
resulting to have 471 questionnaires for final
analysis.
The validity of the instrument was insured using
multiple methods (content Face- validity &
construct validity), exploratory factor analysis, and
Items
Association 3
Association 2
Association 4
Association 1
Equity 4
Equity 2
Equity 3
Equity 1
Quality 2
Quality 1
Quality 3
Quality 4
Trust 3
Trust 2
Trust 4
Trust 1
Factor
1
.861
.842
.830
.787
.834
.829
.816
.807
.874
.835
.821
.776
.896
.803
.794
.698
Factor
5
.892
.824
.802
.680
.820
.812
.778
.715
.847
.804
.801
.731
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
Reliability Test
Variable
1. Brand Association TMC
2. Brand Trust TMC
3. Brand attachment TMC
4. Brand Awareness TMC
5. Brand Loyalty TMC
6. Perceived Quality TMC
7. Brand Equity TMC
8. Total Questionnaire scale
Table 5. Cronbachs Alpha analysis
Table 5 shows that the alpha value for each variable
exceed the recommended value of 0.7 for Cronbachs
alpha test, the values range from 0.812 0.864 for
the variables and the total scale scored 0.919 which
indicates that the questionnaire results are reliable.
Factor
Association Equity
Association
1.000
Equity
.345
1.000
Quality
.448
.377
Trust
.555
.298
Attachment
.604
.311
Loyalty
.449
.383
Awareness
.079
.184
Table 6. Factor Correlation Matrix
Discriminant Validity
Discriminant validity is to test whether or not the
factors which are supposed to be not correlated, are
actually not correlated (Hair et al., 2010). In the
factor correlation matrix, the value of the correlation
between the variables should not exceed 0.7.
Quality Trust
Attachment
Loyalty Awareness
1.000
.469
.451
.555
.062
1.000
.476
.042
1.000
.126
1.000
.576
.415
-.046
1.000
In table 6 all the correlation between the variables in the acceptable level below 0.7 which indicates that the scale
establish the discriminant validity.
Confirmatory Factor Analysis
[[
Test
Value
Acceptable values
X2/DF
1.851
RMSEA
0.043
< 0.05
SRMR
0.034
< 0.05
CFI
0.958
0.95
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
Loyalty
Association
Equity
Quality
Trust
Attachment
Awareness
CR
0.822
0.857
0.853
0.865
0.851
0.855
0.815
AVE
0.537
0.600
0.592
0.615
0.589
0.595
0.526
MSV
0.506
0.540
0.237
0.506
0.542
0.542
0.056
ASV
0.292
0.295
0.164
0.268
0.293
0.314
0.018
Loyalty
Association
Equity
Quality
Trust
Attachment
Awareness
0.732
0.568
0.487
0.711
0.558
0.585
0.175
0.774
0.421
0.520
0.671
0.735
0.104
0.769
0.464
0.379
0.396
0.236
0.785
0.553
0.549
0.086
0.768
0.736
-0.050
0.771
0.061
0.725
HYPOTHESES TESTING
After conducting several tests and alterations to reach
the final measurement model, the next step is to test
the research hypotheses using structural equation
modeling.
H1. Dimensions of brand equity (H1a) brand
associations, (H1b) brand trust, (H1c) brand
attachment, (H1d) brand awareness, (H1e) brand
loyalty, (H1f) perceived quality generated through
marketing communications positively affects
customer based brand equity.
Brand
Association
.15*
Brand Trust
(IS)
Brand
Attachment
Brand
Awareness
R2 = .381
(IS)
.19**
.23**
Brand Loyalty
.2**
Perceived
Quality
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
Hypothesis
Unstandardized
Standardized
Beta
C.R.
Acceptance
H1a
Association
Equity
0.129
0.152
2.288
0.022
H1b
Trust
Equity
0.069
0.08
1.161
0.246
H1c
Attachment
Equity
-0.025
-0.027
-0.363
0.716
H1d
Awareness
Equity
***
Loyalty
Equity
0.203
0.193
3.28
H1e
0.182
0.176
4.997
***
H1f
Quality
Equity
0.194
0.227
0.194
***
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
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Intelligence & Planning, 307 - 323.
Atilgan, E.; Aksoy, S.; Akinci, S.; Kaynak, E. (2009),
Customer-Based Brand equity for Global
Brands: A Multinational Approach, Journal of
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Chun-Chen, H., Szu-Wei, Y., Cheng-Yi, L., & TePei, C. (2014). THE RELATIONSHIP
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Muani L., 2015. The Effect of Marketing Communications on Customer Based Brand Equity. International Journal of Online Marketing Research, 1(1), pp.13-25
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