Hi scholars,
I have been searching for appropriate underlying theory that explains the relationship among the variables of customer based brand equity model. I came across of "Associative Network Memory Module" theory that describes the Keller's CBBE model. However, more appropriate theory would explain the variable relationships in a larger context. Looking forward your suggestions. Thanks in advance
Dear Sarker,
Good day,
Kindly find the attached file regarding one of my researches (THE HIERARCHICAL RELATIONSHIP BETWEEN BRAND EQUITY DIMENSIONS), it may help you,
Best regards,
Dr. Abdullah
Article THE HIERARCHICAL RELATIONSHIP BETWEEN BRAND EQUITY DIMENSIONS
Dear Md Moniruzzaman - the attached paper might help you in building a better understanding on CBBE and its related theories.
Good luck.
Dear Md Moniruzzaman,
The Branding Process Model may assist you..
Best Regards
Article How branding process activities impact brand equity within H...
Dear Sarker
Answering your question is simple yet not to so simple so hear me out with patience:
1. CBBE is in itself a theory and a model thus it does not require an underlying model.
2. However, the dimensions of CBBE (Aaker, 1993) have their own respective theories. For, example Loyalty by Oliver (1999), Perceived Quality (Gronroos, 1984; Parasuraman et al, 1988). Therefore, look into the literature concerning these constructs.
3. I would advise you not to try operationalizing or deconstructing CBBE based on Keller's (1993) work. That piece is too philosophical hence difficult to quantify. My advice is to follow Aaker's (1993) model based on which later on Yoo & Donthu (2010) made a seminal paper.
4. CBBE dimensions may change based on the context of the brand. Aaker (1993) was for product whereas Berry (2000) is for service, Kuhn et al (2008) is in the B2B context and Bose et al (2016), Konecnik and Gartner (2007) are for place. Apply CBBE considering this reality.
Lastly, you may choose to use any standard CBBE model to understand the interrelationships between the antecedents and consequences. If you would be interested you can download our paper from my profile where we have developed scale to measure place brand equity.
Dear Md Moniruzzaman
There are a number of theories that could play a part in the link between formation of attitudes with buying behaviour. From psychology we see that an existing attitude/value framework will affect the way in which we evaluate “new knowledge”... but that experience and learning play a part in changing our attitudes to a person, brand or topic.
You would be considering consistency theories and affective-cognitive theories to explore how a brand message needs to be presented to affect the target audience.
Theory of planned behaviour attempts to link beliefs with behaviour. (You perceive a value so will purchase something.)
Communication theory is also relevant. Who or what is the source of a message? Does the content fit in with socially accepted norms? Is the brand credible to facilitate a relationship?
Expectation confirmation theory – could also be relevant to your research. It seeks to explain post-purchase satisfaction as a function of original expectation taken together with one’s experience of the product and its performance (or lack of performance).
The website www.12manage.com provides a myriad of management models which can assist in the analysis of a research problem, and in identifying which variables need to be investigated to provide answers.
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