Name

Abstract

Significance of issues

Research Logic

Critical reflection

Further Questions

Ahsan Naeem Lone Date 17/11/2014

Paper No.
3.1
The paper aims to identify the mental processes which constitute the
domain of consumer based brand equity (CBBE). The paper identifies 4
main components to brand equity namely global brand attitude, brand
heuristics, brand knowledge and strength of preference. Furthermore, a
conceptual framework is constructed along with drawn out testable
hypothesis which investigate the impact of brand heuristics and global
brand attitude on both brand knowledge and strength of preference. The
findings indicate that brand heuristics play an essential role in explaining
how global brand attitudes held by the consumers form a part in
developing brand knowledge and eliciting preferences.
The issues raised are significant especially with regards to the
understanding and operationalization of CBBE. The paper examines four
components which through review of extant literature form an integral
part of CBBE with respect to how it is seen as a cognitive process from
the point of view of the consumer. Ideally this form of information is
useful for both academicians and managers in understanding the mediums
through which marketing messages can be relayed and how they are
perceived by the consumers with further examination of the type of
behaviors which are then elicited by the consumers in response to these
said messages.
The authors come up with a testable model through which they investigate
role of creating brand knowledge and preference. They employ empirical
analysis through the use of structured equation modeling in order to
determine the significance of the associations which they have created.
They use inter category analysis within the FMCG sector as the two
products which they use are soap and toothpaste.
The authors posit that one of their main findings was that brand heuristics
play an important role in explaining the type of attitudes which are formed
by the consumers and how they contribute to brand knowledge. My main
concern lies in the generalizability of this sort of proposed framework.
The authors findings for low involvement FMCG goods may not be
mirrored in researches which are focused on investigating CBBE of high
involvement goods such as luxury items e.g. smartphones, automobiles
etc. Furthermore CBBE with regards to service related brands is not given
any significance within this research.
Future researches can focus on the cognitive processes underlying high
involvement brands with regards to both products and services so that
generalizability can be obtained. Also, more variables can be added to the
present framework to better engage consumer behaviors.