“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect
Article
Article Title | “Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect |
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ERA Journal ID | 19787 |
Article Category | Article |
Authors | Bandyopadhyay, Argho, Hall, John, Wong, Ho Yin, Lockshin, Larry, Zhang, Yunen and Thaichon, Park |
Journal Title | Asia Pacific Journal of Marketing and Logistics |
Journal Citation | 36 (2), pp. 457-479 |
Number of Pages | 23 |
Year | 2024 |
Publisher | Emerald |
Place of Publication | United Kingdom |
ISSN | 1355-5855 |
1758-4248 | |
Digital Object Identifier (DOI) | https://doi.org/10.1108/APJML-03-2023-0196 |
Web Address (URL) | https://www.emerald.com/insight/content/doi/10.1108/APJML-03-2023-0196/full/html |
Abstract | Purpose: This study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine “regions.” Design/methodology/approach: The authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30 years old and had consumed regional wine in the last 3 months through an online consumer panel survey. Findings: By testing competing CBBE models, the main research model was found to have the greatest predictive ability, due to its inclusion of both the rational and emotional paths and the cross-over effect between consumer brand judgment and brand feeling. This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing. Originality/value: This study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al. (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature. Furthermore, it adds to the marketing and wine-marketing literature by extending the concept of the brand to other attributes in consumer choice, such as a wine region as outlined by Giacomarra et al. (2020). Thus, this study advances the existing branding knowledge in a practical sense, which enables regional wine marketers and wine retailers to undertake promotional and product development strategies accordingly. |
Keywords | Consumer-based brand equity; Brand equity; Cross-over effect; Consumer-brand relationship; Complex product category |
ANZSRC Field of Research 2020 | 350601. Consumer behaviour |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Royal Melbourne Institute of Technology (RMIT) |
Edvantage Institute Australia | |
Deakin University | |
University of South Australia | |
Griffith University | |
School of Business |
https://research.usq.edu.au/item/z254w/-regions-as-brands-an-empirical-validation-of-consumer-based-brand-equity-framework-and-demonstration-of-cross-over-effect
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