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Customer Based Brand Equity Analysis: An Empirical Analysis to Geographical Origin

Author

Listed:
  • Elena Kokthi

    () (European University of Tirana)

  • Drita Kruja

    () (European University of Tirana)

Abstract

The objective of the present research is to examine origin bounded brand equity from a consumer perspective using disconfirmation of expectations approach. Origin equity was conceptualized in this paper as a combination of origin awareness and origin associations. Repeated measure Anova is used to analyse origin equity. Binary logit was used to get insight to the associations made to origin and demographics the effect in choosing one or other association. Disconfirmation of expectations theory comforts the use origin bounded equity as an extension of. customer brand equity Binary logit shows that expectations are not related to the associations made to origin while demographics show a significant effect. Older people associate origin with better taste, high income and young people relates origin with traditional aspects, low educated people with safety issues and females with high nutritional values. The Consumer based origin equity approach give insights in the process of product management and its success in the market. CBOE will help producers to better understand consumer behavior and increase the perceived performance of the product and consider the best differentiation quality scheme that fits to these preferences.

Suggested Citation

  • Elena Kokthi & Drita Kruja, 2017. "Customer Based Brand Equity Analysis: An Empirical Analysis to Geographical Origin," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2017),, Óbuda University, Keleti Faculty of Business and Management.
  • Handle: RePEc:pkk:meb017:171-182
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    File URL: http://kgk.uni-obuda.hu/sites/default/files/14_Kokthi_Kruja.pdf
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    References listed on IDEAS

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