Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels

This paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an ass...

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Autores principales:	José Sarto Freire Castelo, José Ednilson de Oliveira Cabral, Arnaldo Fernandes Matos Coelho
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2016
Materias:	brand brand equity private label manufacturer’s brand Business HF5001-6182
Acceso en línea:	https://doaj.org/article/fca4ed575f1c465ab66aa71b483c6526
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spelling	oai:doaj.org-article:fca4ed575f1c465ab66aa71b483c65262021-11-11T15:48:06ZComparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels1807-734Xhttps://doaj.org/article/fca4ed575f1c465ab66aa71b483c65262016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123043477004https://doaj.org/toc/1807-734XThis paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an assisted “top of mind” of six brands of food processors versus the private label of a supermarket in the city of Fortaleza - Ceará. The results of the hypotheses tests, with the application of the structural equation modeling, show that the marketing mix elements relate differently to the dimensions that antecedents brand equity, and that the perceived quality and brand association dimensions are similar in the formation of brand equity of manufacturers and supermarket’s food brands.José Sarto Freire CasteloJosé Ednilson de Oliveira CabralArnaldo Fernandes Matos CoelhoFUCAPE Business Schoolarticlebrandbrand equityprivate labelmanufacturer’s brandBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 13, Iss 1, Pp 69-91 (2016)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	brand brand equity private label manufacturer’s brand Business HF5001-6182
spellingShingle	brand brand equity private label manufacturer’s brand Business HF5001-6182 José Sarto Freire Castelo José Ednilson de Oliveira Cabral Arnaldo Fernandes Matos Coelho Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels
description	This paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an assisted “top of mind” of six brands of food processors versus the private label of a supermarket in the city of Fortaleza - Ceará. The results of the hypotheses tests, with the application of the structural equation modeling, show that the marketing mix elements relate differently to the dimensions that antecedents brand equity, and that the perceived quality and brand association dimensions are similar in the formation of brand equity of manufacturers and supermarket’s food brands.
format	article
author	José Sarto Freire Castelo José Ednilson de Oliveira Cabral Arnaldo Fernandes Matos Coelho
author_facet	José Sarto Freire Castelo José Ednilson de Oliveira Cabral Arnaldo Fernandes Matos Coelho
author_sort	José Sarto Freire Castelo
title	Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels
title_short	Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels
title_full	Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels
title_fullStr	Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels
title_full_unstemmed	Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels
title_sort	comparative analysis of the antecedents and dimensions of brand equity between food processors’ brands and supermarket’s private labels
publisher	FUCAPE Business School
publishDate	2016
url	https://doaj.org/article/fca4ed575f1c465ab66aa71b483c6526
work_keys_str_mv	AT josesartofreirecastelo comparativeanalysisoftheantecedentsanddimensionsofbrandequitybetweenfoodprocessorsbrandsandsupermarketsprivatelabels AT joseednilsondeoliveiracabral comparativeanalysisoftheantecedentsanddimensionsofbrandequitybetweenfoodprocessorsbrandsandsupermarketsprivatelabels AT arnaldofernandesmatoscoelho comparativeanalysisoftheantecedentsanddimensionsofbrandequitybetweenfoodprocessorsbrandsandsupermarketsprivatelabels
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Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels

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