A survey of 273 students in major universities was conducted in December 2015 to
introduce and examine the consumption values based brand equity (CVBE). Data were
gathered by questionnaires, subjects were asked to evaluate consumption values of the
ir
current smart phones, and then brand loyalty and equity of smart phones were
measured.Testing the model using structural equation modeling by AMOS program shows
that value for the price, functional value, emotional value, social value, epistemic value,
and conditional values affect brand loyalty. Furthermore, customer-based brand equity is
determined by customer brand loyalty. The research may represent one of the first effort in
marketing literature to explain brand equity based on consumption values. The
implications for industry and academia are discussed.
الولاء للعلامة التجارية
قيمة العلامة التجارية بالنسبة لسعرها
القيمة الوظيفية للعلامة التجارية
القيمة العاطفية للعلامة التجارية
القيمة الرمزية للعلامة التجارية
القيمة المعرفية للعلامة التجارية
القيمة الظرفية للعلامة التجارية
قيمة العلامة التجارية
Brand value for price
Brand functional value
Brand emotional value
Brand social value
Brand epistemic value
Brand conditional value
Brand loyalty
Customer based brand equity
Consumption values-based brand equity
المزيد..
