Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Abstract

Brand equity is so essential issue to be considered by manufacturers and retailers as well, that is to manage the brand rationally. The aim of the current research is to support managers in terms of determining the expected influence of marketing activities on the brand equity, which implies for the relative fund each activity deserves. The study investigated the potential effects of brand equity drivers (i.e., distribution intensity, advertising, monetary promotion) on the dimensions of customer-based brand equity. In addition, the research investigates the inter-relationships among the dimensions of brand equity. The study was built on data derived from 497 respondents. The results indicate that the proposed model reflects perfect fit to the data. The most of the hypothesized influences were significant and took the expected directions. The results would lead to suggest that brand awareness is the starting point to constitute the customer-based brand equity. Discussion and implications are provided.