Title: Application of an extended CBBE model with particular reference to private car insurance providers in India

Authors: Joyee Chatterjee

Addresses: ICFAI Business School (IBS) – Mumbai, Hiranandani Gardens Hiranandani Knowledge Park Opp. Hiranandani Hospital, Off, Technology St, Powai, Mumbai, Maharashtra 400076, India

Abstract: This paper attempts to evaluate a new consumer-based brand equity (CBBE) model, an extension of Netmeyer's CBBE model in the context of private car insurance providers in India. This research evaluates the relationship between various variables such as brand attitude, perceived quality, perceived value, uniqueness of the brand, satisfaction and loyalty intention along with CBBE. This is a primary research using structural equation modelling to examine the data collected from 110 respondents in Delhi and NCR region. Hedonic brand attitude wielded a significant impact on building CBBE as opposed to utilitarian attitude and brand uniqueness. With regards to the latter, considering generic nature of the product offering, owing to IRDA guidelines consumers did not find the brands unique. Other relationships between perceived quality, perceived value, CBBE, satisfaction with the brand and loyalty intention were found significant. This research is limited to only one region and cannot be generalised to the entire country.

Keywords: consumer-based brand equity; CBBE; brand attitude; perceived quality; perceived brand value; customer perception; loyalty; customer satisfaction.

DOI: 10.1504/IJBDA.2020.108698

International Journal of Business and Data Analytics, 2020 Vol.1 No.3, pp.232 - 241

Received: 30 Apr 2019
Accepted: 24 Oct 2019
Published online: 27 Jul 2020 *

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