CUSTOMER-BASED BRAND equity development for tablet chocolate consumption by women

This research demonstrates direct influences of marketingmix variations on customer-based brand equity process. Customer-based brand equity development should start earlier by considering its antecedents and moderators. The proposed model examines product quality, price perception , reaction to stock-outs, the perceived effect of advertising as antecedents of customer-based brand equity process, along with the moderating effect of brand consciousness . Research examines female tablet chocolate consumers out of Generation X and Millennials in Istanbul, Turkey. Methodology includes simple random sampling and the partial least squares method to develop a process with statistical relevance. Results indicate that product quality and price perception contribute to customer-based brand equity process, which starts with brand knowledge and ends with loyalty. Brand consciousness moderates the effect of product quality on brand knowledge . Conclusions include the effects of not considering brand experience , the link between operations and marketing, transition of marketing mix, and recommendations for detailed branding processes.

Keywords:

Customer-based brand equity , brand experience , chocolate , partial least squares