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© 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In order to achieve this goal, an empirical study was conducted based on the 17 customer-based/consumer-based brand equity models: the 15 brand equity models, including the beer/beverage brand equity models, the 2 internal brand equity models, as well as 3 other related models. The study utilised a sample of convenience of 120 University of Tartu students. The questionnaire was placed on Google’s online survey administration service. Confirmatory factor analysis (CFA) through AMOS29 was used for testing the fit of the model and covariances (through AMOS29) were used for testing the hypotheses. Additionally, t-test analysis was used for the differences in the means between the demographic characteristics and the items of the model. The results show that brand meaning has a strong positive effect on attachment strength, which significantly influences relationship factors—commitment, trust, and satisfaction. Another major finding is that the relationship factors—commitment, trust, and satisfaction—play a significant role in the development of the brand equity of A. Le Coq beer. This study provides useful insights for brewery marketing managers by exploiting the strong positive relationships found between beer brand equity drivers, such as the strong positive relationships found within consumers of beer, i.e., the relationships between brand reputation and brand image, brand meaning and attachment strength, attachment strength and commitment, attachment strength and satisfaction, attachment strength and trust, satisfaction and brand equity, commitment and brand equity, and trust and brand equity. This finding contributes to the literature on brand equity related to the Estonian environment. Five differences in demographic characteristics seem to play a role in designing strategies by the management teams of different brands for increasing the consumption of their competing brands of beer. A replication of a model previously used for a non-product is part of the novelty of this paper. In addition, all the examined relationships are found to be positive and significant, which provides a contribution to the existing literature.

Details

Title
Customer-Based Brand Equity Drivers: A Leading Brand of Beer in Estonia
Author
Coudounaris, Dafnis N 1   VIAFID ORCID Logo  ; Björk, Peter 2 ; Mets, Tõnis 3   VIAFID ORCID Logo  ; Asadli, Rustam 3 ; Bujac, Andreea I 4 

 Department of Marketing, Hanken School of Economics, 65101 Vaasa, Finland; [email protected]; Global Online MBA Programmes, University of London, London WC1E 7HU, UK 
 Department of Marketing, Hanken School of Economics, 65101 Vaasa, Finland; [email protected] 
 School of Economics and Business Administration, University of Tartu, 51009 Tartu, Estonia; [email protected] (T.M.); [email protected] (R.A.) 
 Department of Business and Sustainability, University of Southern Denmark, 6000 Kolding, Denmark; [email protected]; Aalborg University Business School, Aalborg University, 9220 Aalborg, Denmark 
First page
61
Publication year
2024
Publication date
2024
Publisher
MDPI AG
e-ISSN
20763387
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
3046468501
Copyright
© 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.