Title: Interrelationships among retail customer-based brand-equity dimensions: a study from Indonesia

Authors: Hotniar Siringoringo; Neltje F. Katuuk

Addresses: Gunadarma University, Jakarta, 16424, Indonesia ' Gunadarma University, Jakarta, 16424, Indonesia

Abstract: The objective of this study was to examine interrelationships among the dimensions of brand equity, using three validated models. A questionnaire was developed, tested for validity and reliability, and then distributed for data collection. Questionnaire was distributed to retailing consumers in Jakarta and neighbours area. In all, 411 valid questionnaires were collected out of 500 distributed, and obtained a response rate of 82.2%. The results show that perceived quality (PQ), brand awareness (BA) and brand trust (BT) affect switching behaviour (SB) significantly and directly. SB, in turn, influences brand loyalty (BL) significantly and directly. Thus, the effects of PQ, BA, and BT on BL are mediated by SB. Further, evidence was also found for the direct and significant effects of PQ, BA, and BT on BL, as well as for a direct and significant effect of BA on PQ and BT. Finally, BL affects SB significantly and directly.

Keywords: brand equity; brand loyalty; brand trust; brand awareness; perceived quality; switching behaviour; retailing; Indonesia.

DOI: 10.1504/IJBEX.2021.118178

International Journal of Business Excellence, 2021 Vol.25 No.1, pp.56 - 74

Received: 23 May 2019
Accepted: 05 Aug 2019
Published online: 15 Oct 2021 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article