The Measurement of Social Desirability and Brand Equity in Emerging Societies
DOI:
https://doi.org/10.33423/jabe.v22i1.2716Keywords:
Business, Economics, socially responsible brands, consumer-based brand equity, brand awareness, brand associations, perceived quality, brand loyalty, social responsibilityAbstract
This study attempted to develop the consumer-based brand equity (CBBE) measure by including social responsibility as an additional dimension in India. Five hypotheses were proposed based upon the literature review and included the following variables: brand awareness, brand association, perceived quality, brand loyalty, and social responsibility. All hypotheses were supported. This study developed a new brand equity measurement and provides empirical evidence of the multidimensionality of CBBE.
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Published
2020-03-24
How to Cite
Suresh, B. P., Chaudhuri, H. R., Fowler, J. G., & Reisenwitz, T. H. (2020). The Measurement of Social Desirability and Brand Equity in Emerging Societies. Journal of Applied Business and Economics, 22(1). https://doi.org/10.33423/jabe.v22i1.2716
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