Perceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention

Article


Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. and Kitchen, P. 2018. Perceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research. 89, pp. 462-474. https://doi.org/10.1016/j.jbusres.2018.01.031
TypeArticle
TitlePerceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention
AuthorsForoudi, P., Jin, Z., Gupta, S., Foroudi, M. and Kitchen, P.
Abstract

This research investigates the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory. First, the study conceptualizes and operationalizes perceptional and behavioral components of brand equity. It then examines the dimensions of brand perception, and by assessing the consequences of favorable brand perception, the study enables a better understanding regarding whether a brand marketing approach helps to improve marketing performance. The research was conducted using a mixed methodology, beginning with interviews in order to gain a better understanding of the relationship between the dimensions of brand perception. These were followed by a questionnaire survey, and the resulting data were analyzed through content analysis and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that brand awareness, perceived quality, brand association, brand fondness, brand image, and product country image have a strong impact on the management of brand perception. The finding illustrates that it is the combinations of various perceptional elements of brand equity rather than any single factor that have strong impacts on brand loyalty and brand purchasing intention. The results support the importance of brand perception for the fashion industry, which needs to be more interactive in order to increase their customers’ brand loyalty and brand purchasing intention.

KeywordsBrand loyalty; Brand perception; Brand purchasing intention; CFA; Complexity theory; Configuration
PublisherElsevier
JournalJournal of Business Research
ISSN0148-2963
Electronic1873-7978
Publication dates
Online01 Feb 2018
Print01 Aug 2018
Publication process dates
Deposited14 Dec 2017
Submitted14 Jul 2017
Accepted13 Jan 2017
Output statusPublished
Accepted author manuscript
License
Copyright Statement

© 2018. This author's accepted manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/

Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2018.01.031
Scopus EID2-s2.0-85044535099
Web of Science identifierWOS:000438002000054
LanguageEnglish
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