Determinants of brand towards mineral water: a case study of spritzer

摘要

Brands are very important to the brands owner in order to build a udstrong foothold in the marketplace. A successful brand is one of the udmost valuable terms which has been extensively discussed by both udacademicians and practitioners over the past decade and usually udreferred to the term of ‘brand equity’(Riezebos et al., 2003). udBrand equity can be discussed in various perspectives since udthe meaning of brand equity have been debated in several different udapproaches. Brand equity is a difficult marketing term because it udis hard to determine in the market by the different measurement udmethods of performance (Atilgan et.al., 2005). However, there is udone of the well-known conceptual brand equity model which was uddeveloped by Aaker (1991). Aaker built his model of brand equity udon five dimensions, which are brand awareness, brand loyalty, brand udassociation, perceived quality, and other proprietary brand assets. ud In the practical aspect, this study is important in the marketing udperspective. Every company especially the brand manager must udunderstand what the dimensions of brand equity are and how to uddevelop a better understanding of the appropriate relationship udbetween these dimensions. Brand equity is important in improving the udefficiency of the marketing process (Motameni and Shahrokhi, 1998). udTherefore, in order to build and strengthen a brand in the minds and the hearts of consumers, they should spend a huge sum of money to uddefine how this might be achieved by brand communication activities. ud(Wright and Nancarrow, 1999). udThe objectives of this study were, to determine the brand udequity’s dimensions level (brand awareness, brand loyalty, brand udassociation and perceived quality) of respondents towards Spritzer udmineral water, to identify the most significant effect of the dimension udon brand equity of Spritzer mineral water and to examine the udrelationship between the four dimensions of brand equity based on udAaker’s well-known conceptual framework of brand equity.