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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: Phan, Pei Lang, Ahmad Sharifuddin, Shamsuddin
Format: Book Section
Language:English
Published: Penerbit UTM Press 2009
Subjects:
GE Environmental Sciences
Online Access:http://eprints.utm.my/id/eprint/14459/1/AhmadSharifuddinShamsuddin2009_DeterminantsofBrandTowardsMineralWater.pdf
http://eprints.utm.my/id/eprint/14459/
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spelling my.utm.144592017-08-10T00:56:40Z http://eprints.utm.my/id/eprint/14459/ Determinants of brand towards mineral water: a case study of spritzer Phan, Pei Lang Ahmad Sharifuddin, Shamsuddin GE Environmental Sciences 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. Penerbit UTM Press 2009 Book Section PeerReviewed application/pdf en http://eprints.utm.my/id/eprint/14459/1/AhmadSharifuddinShamsuddin2009_DeterminantsofBrandTowardsMineralWater.pdf Phan, Pei Lang and Ahmad Sharifuddin, Shamsuddin (2009) Determinants of brand towards mineral water: a case study of spritzer. In: Contemporary Issues in Marketing. Penerbit UTM Press, Skudai, Johor, pp. 137-150. ISBN 978-983-52-0717-4
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic GE Environmental Sciences
spellingShingle GE Environmental Sciences
Phan, Pei Lang
Ahmad Sharifuddin, Shamsuddin
Determinants of brand towards mineral water: a case study of spritzer
description 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.
format Book Section
author Phan, Pei Lang
Ahmad Sharifuddin, Shamsuddin
author_facet Phan, Pei Lang
Ahmad Sharifuddin, Shamsuddin
author_sort Phan, Pei Lang
title Determinants of brand towards mineral water: a case study of spritzer
title_short Determinants of brand towards mineral water: a case study of spritzer
title_full Determinants of brand towards mineral water: a case study of spritzer
title_fullStr Determinants of brand towards mineral water: a case study of spritzer
title_full_unstemmed Determinants of brand towards mineral water: a case study of spritzer
title_sort determinants of brand towards mineral water: a case study of spritzer
publisher Penerbit UTM Press
publishDate 2009
url http://eprints.utm.my/id/eprint/14459/1/AhmadSharifuddinShamsuddin2009_DeterminantsofBrandTowardsMineralWater.pdf
http://eprints.utm.my/id/eprint/14459/
_version_ 1643646400522616832
score 13.211869

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