Conceptual Exploration: The Roles of Brand Equity Towards Firm Competitive Advantage in Commodity Chemical Industry

In the face of intense competition and a decrease in market share, particularly in chemical commodities worldwide, the role of brand equity becomes even more crucial. Consumers tend to seek brands that reflect their personal values, and thus, brand equity plays an important role in developing a competitive advantage for the organization. This study explores the relationship between how brand awareness, perceived quality, brand associations, brand loyalty, and brand equity contribute to strategic advantages in a highly competitive and commoditized market. Using a quantitative approach, data were collected from 184 customer respondents who have worked for more than three years across the Asia Pacific region through structured questionnaires. The study demonstrates that brand awareness, perceived quality, brand loyalty, and brand associations positively impact brand equity and competitive advantage. These findings offer valuable insights for industry professionals and enhance the theoretical understanding of brand equity's role in the B2B context.