The study seeks to validate the existing literature on customer-based brand equity and demonstrate its impact on brand choice and purchase intention.
Starting from a consumer perspective, the non-alcoholic beverage category in Italy has been chosen as representative of low-involvement purchase decision category, to demonstrate the role of branding on repeat purchase situations, and explore the interrelation between the identified brand equity dimensions.
To collect both qualitative and quantitative data and validate them, a triangulation approach was used, consisting in the analysis of secondary data (industry and beverages consumption demographics) and in the collection of primary data (semi-structured in-depth interviews and online structured survey). Data were then jointly analysed adopting an integrated theoretical framework derived from the customer-based brand equity models developed by Aaker (1991) and Keller (1993).
In line with the existing literature, results showed that a positive brand equity significantly influences customer perception of a product and finally purchase intention, especially in low involvement purchase decisions, in which brand familiarity and brand loyalty are the main driver of the buying decision.
In a word heavily influenced by buyers, who have a wide choice of suppliers and demand more for their money, the research findings are relevant and have practical and strategic implications for any organization. Therefore, the study results could be used as a proof of the impact of branding on customer behaviour, and used, by marketing managers and by the whole organization, to understand customer buying behaviour, justify marketing expenses and make strategic decisions.
|Educations||MA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis|
|Number of pages||79|