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Cited by 30Consumer Behavior in Brand Consumption and IdentificationMarketing and Advertising StrategiesCustomer Service Quality and Loyalty

The DOI matches its Crossref record; 103 of the 104 references it cites were found in a registry or an index.

Mediating model of brand equity and its application

Open access
Raut, Umesh Ramchandra, Pawar, Prafulla Arjun, Brito, Pedro Quelhas, Sisodia, Gyanendra Singh·2019·Spanish Journal of Marketing - ESIC
DOI 10.1108/sjme-04-2019-0021
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Abstract

Purpose: This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements. Design/methodology/approach: A survey was conducted in Pune and Mumbai, two prominent cities of India. A structured questionnaire focussed on garnering responses on measuring brand equity antecedents and outcomes was circulated to the cell phone users. The questionnaire aimed to assess the role of two additional variables, namely, brand satisfaction and brand trust, in the existing and the conceptual model of brand equity (Keller, 2001). Based on the data analysis, a structural equations path and the mediating model were developed. Findings: The findings of this study show that the new brand equity model is highly relevant in predicting brand equity as compared to the existing brand equity model (Keller, 2001). The brand equity mediation model clearly elucidates the role of brand trust and brand satisfaction. Research limitations/implications: With reference to a theoretical contribution, the study broadens the existing hypothetical model of brand equity. The findings of this research provide a strategic and analytical model for brand managers to build brand relationships among their consumers. Originality/value: The present study challenges the existing model of brand equity (Keller, 2001) and further makes an effort to fill in the gaps in the existing theoretical model of brand equity.

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Registry

Crossref · 10.1108/sjme-04-2019-0021

Cites

103 of 103 references verified0 citation errors · 0 not checkable

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  • Brand equity significantly and positively mediates the relationship between consumer buying behavior and consumer loyalty.

    “Also, brand equity significantly and positively mediates consumer buying behavior and consumer loyalty, which corroborated the outcome of (Raut et al., 2019) who identified the role of brand equity in brand trust and brand satisfaction in the mobile industry.”

    From Which Mediates Consumer buying Behavior in FMCG Sector? - Brand Identity or Brand Equity - A Rural Consumer Perspective in Tamilnadu, India (2026) · cites this paper as Raut et al., 2019

    The Abstract describes a survey of cell-phone users and says the model identifies the roles of brand trust and brand satisfaction in brand equity. The discussion under RA2 identifies trust and satisfaction—not brand equity—as mediators between brand equity antecedents and outcomes. It does not establish that brand equity positively and significantly mediates between consumer buying behavior and loyalty. (LLM, conf=0.88)

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Citations

Cites

Flagged first, then by citations

1 of the 104 references couldn’t be matched to a known paper.

Research works printed but not linked: 20

  1. 1991, Managing Brand Equity
  2. 1995, Building Strong Brand
  3. 2008, Brand Management Process: How to Build, Measure and Manage Brand Equity Case study: McDonald’s, the Fast Food Super-Brand
  4. 2006, Confirmatory Factor Analysis for Applied Research
  5. 2010, Structural Equation Modeling with AMOS
  6. 2014, An analytical study of spillover effect of different branding elements on customer-based brand equity, IUP Journal of Brand Management, 11, 30
  7. 2008, Marketing Briefs: A Revision and Study Guide
  8. 2013, Multivariate Data Analysis
  9. 2002, Branding and Brand Equity
  10. 2008, Strategic Brand Management: Building, Measuring and Managing Brand Equity
  11. 2011, Strategic Brand Management: Building, Measuring, and Managing Brand Equity
  12. 1986, Research Methods in Social Relations
  13. 2013, The nature and antecedents of brand equity and its dimensions, Marketing Intelligence and Planning, 31, 141, 10.1108/02634501311312044 · DOI
  14. 2006, Marketing and Branding: The Indian Scenario
  15. 1993, Decomposing a Brand’s Consumer Franchise into Buyer Types in Brand Equity and Advertising: Advertising’s Role in Building Strong Brands
  16. 2005, FDI in Retail Sector: India: A Report by ICRIER and Ministry of Consumer Affairs, Academic Foundation
  17. 2012, Evaluation of conceptual model of Brand resonance for analysis of Brand relationship amongst consumers, International Journal of Business, Management and Social Sciences, 1, 172
  18. 2006, Seeking certainty via brands: an examination of materialism and Brand resonance
  19. 2010, Brand equity integrated evaluation model: Consumer-Based approach, Economics and Management, 15, 719
  20. 2007, Using Multivariate Statistics

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Metadata

Authors
Raut, U. R., Pawar, P. A., Brito, P. Q., & Sisodia, G. S.
Affiliations
  • Corvinus University of Budapest (HU)
  • Savitribai Phule Pune University (IN)
  • Universidade do Porto (PT)
  • Ajman University (AE)
Corresponding author
Raut, Umesh Ramchandra
ORCID
Venue
Spanish Journal of Marketing - ESIC
Publisher
Emerald
Published
2019-09-09
Volume
23
Issue
2
Pages
295-318
ISSN
  • 2444-9695 (ISSN-L)
  • 2444-9709
DOI
10.1108/sjme-04-2019-0021
OpenAlex
W2968766980
Cited by
23
References
104
Citations by year
2026: 3 · 2025: 4 · 2024: 5 · 2023: 4 · 2022: 1 · 2021: 5 · 2020: 1
FWCI
2.30
Type
journal article
Language
en
Open access
Licence
Locations
  • Spanish Journal of Marketing - ESIC (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Keywords
brand equity, brand satisfaction, brand trust, mediating role, consumer-brand relationships, brand management

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