| It has been suggested that brand image influences brand equity (e.g., Aaker 1991; Keller 1993). Brand image, through its component brand associations, has been conceptually reported as one dimension of brand knowledge, and according to Keller (1993), should have an indirect, as well as a direct effect on brand equity. This experimental research examined the effect of different types of brand associations (attributes, benefits, and mini-attitudes) on formation of a brand's image and what effect the resulting image has on indicators of brand equity. This research draws heavily on the theoretical and empirical brand equity research of Aaker (1991), Kapferer (1992), and Keller (1993). It was hypothesized and generally supported that the use of more abstract associations (benefits and mini-attitudes) result in more positive brand image and brand equity as measured by enhanced purchase intentions and willingness to pay a premium price. Brand benefits were found to be significantly more influential than brand attributes in the creation of brand image. Additional insights were gained regarding the interrelationship between brand image, brand attitude, brand equity, and an advertising stimulus. Although past research has empirically linked brand attitude to purchase intentions or behavior, this research found that brand attitude affects brand equity only through brand image. The applicability of conjoint analysis and structural equation modeling to brand equity research was also demonstrated.; Brand image was shown to be partially subject to the control of marketing managers through manipulation of the image components and promotion mix. Thus, this research demonstrates an operationalization of brand equity that will prove useful to marketers trying to enhance brand equity when confronted with alternative courses of action. |
