Determinants of brand towards mineral water: a case study of spritzer
Brands are very important to the brands owner in order to build a strong foothold in the marketplace. A successful brand is one of the most valuable terms which has been extensively discussed by both academicians and practitioners over the past decade and usually referred...
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| Main Authors: | , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Penerbit UTM Press
2009
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/14459/1/AhmadSharifuddinShamsuddin2009_DeterminantsofBrandTowardsMineralWater.pdf http://eprints.utm.my/id/eprint/14459/ |
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| Summary: | Brands are very important to the brands owner in order to build a
strong foothold in the marketplace. A successful brand is one of the
most valuable terms which has been extensively discussed by both
academicians and practitioners over the past decade and usually
referred to the term of ‘brand equity’(Riezebos et al., 2003).
Brand equity can be discussed in various perspectives since
the meaning of brand equity have been debated in several different
approaches. Brand equity is a difficult marketing term because it
is hard to determine in the market by the different measurement
methods of performance (Atilgan et.al., 2005). However, there is
one of the well-known conceptual brand equity model which was
developed by Aaker (1991). Aaker built his model of brand equity
on five dimensions, which are brand awareness, brand loyalty, brand
association, perceived quality, and other proprietary brand assets.
In the practical aspect, this study is important in the marketing
perspective. Every company especially the brand manager must
understand what the dimensions of brand equity are and how to
develop a better understanding of the appropriate relationship
between these dimensions. Brand equity is important in improving the
efficiency of the marketing process (Motameni and Shahrokhi, 1998).
Therefore, in order to build and strengthen a brand in the minds and the hearts of consumers, they should spend a huge sum of money to
define how this might be achieved by brand communication activities.
(Wright and Nancarrow, 1999).
The objectives of this study were, to determine the brand
equity’s dimensions level (brand awareness, brand loyalty, brand
association and perceived quality) of respondents towards Spritzer
mineral water, to identify the most significant effect of the dimension
on brand equity of Spritzer mineral water and to examine the
relationship between the four dimensions of brand equity based on
Aaker’s well-known conceptual framework of brand equity. |
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