Please use this identifier to cite or link to this item:
Title: Brewing the recipe for beer brand equity
Authors: Porral, Cristina Calvo
Bourgault, Normand
Dopico, Domingo Calvo
Keywords: Brand loyalty -- Europe
Brand choice -- Europe
Customer equity -- Europe
Beer industry -- Europe
Structural equation modeling
Issue Date: 2013
Publisher: University of Piraeus. International Strategic Management Association
Citation: Porral, C. C., Bourgault, N., & Dopico, D. C. (2013). Brewing the recipe for beer brand equity. European Research Studies Journal, 16(2), 82-97.
Abstract: This research study aims to analyze the sources and consequences of beverages’ Brand Equity, and more specifically, the beer Brand Equity in a Sothern European mature market. For this purpose, based on the customer-based Aaker’s Brand Equity model, we developed an empirical study, using structural equation modeling (SEM) in order to assess how beer Brand Equity stems from in the brewery industry and to analyze its consequences in consumer behavior. Our findings suggest that the beer brand image is the most important dimension for beer Brand Equity. Moreover, a significant positive influence was found for all the dimensions analyzed, namely brand awareness, perceived quality and loyalty; while we found empirical support for the influence of beer Brand Equity on purchase intention and the consumer willingness to pay a premium price. This research brings relevant implications for brewery marketing managers, who should strengthen their beer brand image, and further consider beer Brand Equity as a key variable in consumer behaviour.
Appears in Collections:European Research Studies Journal, Volume 16, Issue 2

Files in This Item:
File Description SizeFormat 
ERSJ,_16(2)_-_A6.pdf510.67 kBAdobe PDFView/Open

Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.