International Journal of Academic Research in Business and Social Sciences

search-icon

Exploring the Dimensions of Customer-Based Brand Equity on Firm Performance: A Study of Azam Brand

Open access
Although Tanzania market is deluged with value-for- money brands since decades ago, not all Tanzania brands achieved national recognition. The objective of this research therefore is to develop a valid and reliable model of Tanzania brand equity by assessing the dimensions of the brand equity and its constructs.
Based on 30 constructs, which were compiled from literatures, four variables were included for brand awareness, seventeen variables for brand association, five for perceived quality and four for brand loyalty. Factor Analysis was conducted to identify dimensions of brand equity and its constructs. Principal component Analysis with subsequent rotation (Varimax) was conducted on 30 constructs of a questionnaire. According to the four dimensions proposed by Aaker (1991) in the brand equity literature, a four factor solution that reduced the 30 constructs to four factors was chosen in this study.
The factors produce a Cronbach alpha of 0.96, with Eigen values greater than 1.0. The brand equity constructs with a loading below 0.6 were excluded from further analysis. 14 constructs remained in this study.
1. Aaker, D. A. (1991). Managing Brand Equity,Free Press, New York.
2. Aaker, D. A. (1991), Managing Brand Equity. New York: The Free Press.
3. Aaker, D. A. (1996), Building strong brands, Free Press: New York, NY
4. Ailawadi, K., Lehmann, D., and Neslin, S. (2003), “Revenue premium as an outcome measure of brand equity,” Journal of Marketing, 67(4), 1-17.
5. Alba, Hutchinsion, and. Lynch, Jr. (1991), "Memory and Decision Making," in Handbook of Con-sumer Theory and Research, Harold H. Kassarjian and Thomas S. Robertson, eds. Englewood Cliffs, NJ: Pren-tice-Hall, Inc., 1-49.
6. Arvidsson, Adam., (2006). Brand Value. Brand Management, 13 (3),pp.188-192 brand equity”, Journal of Marketing, Vol. 57, January, pp. 1-22
7. Baalbaki S. and Guzman F. (2016) Consumer-based brand equity. In F. D. Riley, J. Singh, & C. Blankson (Eds.), The Routledge Companion to Contemporary Brand Management (pp 32-47) Rotledge.
8. Babbie, Earl R. (2009). The Practice of Social Research (12thEd.). Wadsworth.
9. Bartlett, M. S. 1937. Properties of Sufficiency and Statistical Tests. Proc. Roy. Soc. London Ser. (160) 268–282.
10. Bowling A., (1997). Research Methods in Health. Open University Press, Buckingham
11. Burns N. & Grove SK., (1997) The Practice of Nursing Research Conduct, Critique, & Utilization. W.B. Saunders and Co. Philadelphia.
12. Camrey, A. L., & Lee, H. B. (1992). A first Course in Factor Analysis. Hillsdale, NJ: Erlbaum.
13. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika. (16) 297-334.
14. Field, A. P. (2000). Discovering statistics using SPSS for Windows: Advanced techniques for the beginner. London: Sage.
15. Gil, R. B., Adres, E. F. and Salinas, E. M. (2007), “Family as a source of consumer-based brand equity”, Journal of Product and Brand Management, 16 (3): 188–99.
16. Garson, D.G. (2008). Factor analysis: State notes. North Carolina State University Public Administration Program.
17. Gorsuch, R.L. (1983). Factor analysis. 2nd edition. Hillsdale, NJ: Erlbaum.
18. Hair, J. f., Jr, William C. Blackbarry J. Babin, and Rolph E. Anderson (2009) Multivariate data analysis, Pearson., upper saddle river Boston Columbus San Francisco
19. Hatcher, L. (1994). A step-by-step approach to using the SAS(R) system for factor analysis and structural equation modeling. Cary, NC: SAS Institute
20. Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrika, 39, 31-36.
21. Keller, K. L., (1993), “Conceptualizing, Measuring, and Managing Customer- Based Brand Equity,” Journal of Marketing, 57(1), 1-22. Equity”, Journal of Marketing, Vol. 57, January, pp. 1-22. Improving the Measurement – Empirical Evidence,” Journal of Product and Brand Management, 14 (3). 143-154.
22. Keller, K. L. (2003), Strategic brand management: building, measuring, and managing brand equity (2nd edn), Prentice Hall: Upper Saddle River, NJ

23. King, cited in Aaker, (1991), p.1 King, Ceridwyn, Grace, Debra Exploring the role of employees in the delivery of the brand: a case study approach. Qualitative Market Research: An International Journal.
24. Kock, Ned and Lynn, Gary S. (2012). "Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations," Journal of the Association for Information Systems: Vol. 13: Iss. 7, Article 2.
25. Kotler, P.H. (1991), Marketing Management, Analysis, Planning, and Control, 8th ed.,
26. Kuhn, K.L, Alpert, F and Pope, N.K.K., (2008). An application of Keller’s brand equity model in a B2B context, Qualitative Market Research: an International Journal, 11 (1), pp. 40-58
27. Lassar, Walfried, Banwari Mittal, and Sharma Arun (1995), “Measuring Customer-Based Brand Equity,” Journal of Consumer Marketing, 12 (4), 11-19.
28. Noruis, M.J. (2005). SPSS 13.0 Statistical procedures companion. Chicago: SPSS, Inc.
29. Nunnaly, J. (1978). Psychometric theory. New York: McGraw-Hill.
30. Pappu, R., Quester, P.G. and Cooksey, R. (2005),
In-Text Citation: (Burhan, Kalinga, & Japhary, 2018)
To Cite this Article: Burhan, A. M., Kalinga, M. M., & Japhary, M. (2018). Exploring the Dimensions of Customer-Based Brand Equity on Firm Performance: A Study of Azam Brand. International Journal of Academic Research in Business and Social Sciences, 8(10), 851–873.