Applying signal quality theory for measuring brand value of the consumer goods

Abstract

This study mainly focuses on development a model which generalizes relationship among signal quality, brand equity, brand-customer quality relationship and brand-customer quality relationship and brand loyalty. To achieve this goal, authors synthesis previous study about Signal theory, brand relationship quality, brand equity, brand loyalty to propose framework model. Beside that, authors use quantitative research for test relationship among variables in proposed model by SPSS and Amos software with 600 sample. To test relationship between among variable, we use confirmatory factor analysis (CFA) and structural equation model (SEM) to measure all the research measurement scales and test the theoretical model. The findings of the study shall be reasonably applied and bring brand administrators one more choice to build up and develop their brands. The measurement scales might be basically the firm foundation for the market research which need to test and evaluate the brand equity, brand relationship quality, and brand loyalty for the signaling process of a specific brand. Applying the signaling theory into building and developing the particular brands, the administrators ought to select the signals most interested by the consumers and pay much attention on the signaling process.