Understanding effective factors affecting brand equity
The purpose of this research is to know the most effective factor that has a relationship with the brand equity of Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand image, perceived quality, brand association, and brand loyalty...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2022-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2022.2104431 |
| _version_ | 1798037701322080256 |
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| author | Bhumiphat Gilitwala Amit Kumar Nag |
| author_facet | Bhumiphat Gilitwala Amit Kumar Nag |
| author_sort | Bhumiphat Gilitwala |
| collection | DOAJ |
| description | The purpose of this research is to know the most effective factor that has a relationship with the brand equity of Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand image, perceived quality, brand association, and brand loyalty. A convenient sampling technique was used to collect data from 400 respondents by using online questionnaires. The questionnaire was sent to the people who had visited Disney shop, DLF Mall, Noida, India. The reliability and validity of various factors affecting the brand equity of Disney were examined by confirmatory factor analysis and structural equation modelling. This research found that brand image has the highest relationship and is able to create brand equity for Disney the most, whereas perceived quality and brand association have a low relationship with the brand equity of Disney. In addition, brand awareness has a negative effect on brand equity with a regression weight of-0.086. This research has implications for the brand equity of Disney. There are five factors that can be related to the brand equity of Disney. These five factors are brand awareness, brand image, perceived quality, brand association and brand loyalty. This research helps to develop an insight about the most important factor having an impact on the brand equity of Disney at Disney shop. |
| first_indexed | 2024-04-11T21:30:08Z |
| format | Article |
| id | doaj.art-32bb1f9e45ff4771b82d3dd6be8f4800 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-04-11T21:30:08Z |
| publishDate | 2022-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-32bb1f9e45ff4771b82d3dd6be8f48002022-12-22T04:02:01ZengTaylor & Francis GroupCogent Business & Management2331-19752022-12-019110.1080/23311975.2022.2104431Understanding effective factors affecting brand equityBhumiphat Gilitwala0Amit Kumar Nag1Graduate School of Business (GSB), Assumption University, Bangkok, ThailandDepartment of Commerce, the Bhopal School of Social Sciences (BSSS), Bhopal, IndiaThe purpose of this research is to know the most effective factor that has a relationship with the brand equity of Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand image, perceived quality, brand association, and brand loyalty. A convenient sampling technique was used to collect data from 400 respondents by using online questionnaires. The questionnaire was sent to the people who had visited Disney shop, DLF Mall, Noida, India. The reliability and validity of various factors affecting the brand equity of Disney were examined by confirmatory factor analysis and structural equation modelling. This research found that brand image has the highest relationship and is able to create brand equity for Disney the most, whereas perceived quality and brand association have a low relationship with the brand equity of Disney. In addition, brand awareness has a negative effect on brand equity with a regression weight of-0.086. This research has implications for the brand equity of Disney. There are five factors that can be related to the brand equity of Disney. These five factors are brand awareness, brand image, perceived quality, brand association and brand loyalty. This research helps to develop an insight about the most important factor having an impact on the brand equity of Disney at Disney shop.https://www.tandfonline.com/doi/10.1080/23311975.2022.2104431Marketing ManagementBusiness, Administration and ManagementBrand awarenessbrand imageperceived qualitybrand association |
| spellingShingle | Bhumiphat Gilitwala Amit Kumar Nag Understanding effective factors affecting brand equity Cogent Business & Management Marketing Management Business, Administration and Management Brand awareness brand image perceived quality brand association |
| title | Understanding effective factors affecting brand equity |
| title_full | Understanding effective factors affecting brand equity |
| title_fullStr | Understanding effective factors affecting brand equity |
| title_full_unstemmed | Understanding effective factors affecting brand equity |
| title_short | Understanding effective factors affecting brand equity |
| title_sort | understanding effective factors affecting brand equity |
| topic | Marketing Management Business, Administration and Management Brand awareness brand image perceived quality brand association |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2022.2104431 |
| work_keys_str_mv | AT bhumiphatgilitwala understandingeffectivefactorsaffectingbrandequity AT amitkumarnag understandingeffectivefactorsaffectingbrandequity |