Evaluating the Mediating Role of Brand Image in the Formation ob Brand Equity

Abstract

This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, the researcher developed a model to identify which factors are influential in building brand equity. The second purpose was to assess the effect of brand image on mediating between brand attitudes, brand personality and brand equity. This research is an applied research and its strategy is causal. The standard questionnaire was used for collecting data. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. The data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand image is an important component of brand equity in this industry. Moreover, the role of brand image as a mediating factor in the formation of brand equity is supported. The present research enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index particularly in the chocolate industry of Iran is novel.

Keywords

• brand equity
• brand personality
• brand attitude
• brand image
• mediating role
• chocolate industry