The Measurement of Social Desirability and Brand Equity in Emerging Societies

Authors

  • B. P. Suresh
  • Himadri Roy Chaudhuri XLRI
  • Jie G. Fowler Valdosta State University
  • Timothy H. Reisenwitz Valdosta State University

DOI:

https://doi.org/10.33423/jabe.v22i1.2716

Keywords:

Business, Economics, socially responsible brands, consumer-based brand equity, brand awareness, brand associations, perceived quality, brand loyalty, social responsibility

Abstract

This study attempted to develop the consumer-based brand equity (CBBE) measure by including social responsibility as an additional dimension in India. Five hypotheses were proposed based upon the literature review and included the following variables: brand awareness, brand association, perceived quality, brand loyalty, and social responsibility. All hypotheses were supported. This study developed a new brand equity measurement and provides empirical evidence of the multidimensionality of CBBE.

Downloads

Published

2020-03-24

How to Cite

Suresh, B. P., Chaudhuri, H. R., Fowler, J. G., & Reisenwitz, T. H. (2020). The Measurement of Social Desirability and Brand Equity in Emerging Societies. Journal of Applied Business and Economics, 22(1). https://doi.org/10.33423/jabe.v22i1.2716

Issue

Vol. 22 No. 1 (2020)

Section

Articles

License

Please review our Copyright Notice.