Antecedents of brand equity: the case of Continente, EDP and Vodafone

Abstract

A presente dissertação pretende estudar os antecedentes do brand equity de três marcas corporativas. Deste modo, baseado na revisão da literatura, foi proposto um modelo. Para validar o mesmo, um questionário foi lançado. Os dados de uma amostra de consumidores de três regiões de Portugal foram recolhidos e analisados. Da validação dos resultados, conclui-se que o brand equity, é positivamente influenciado pelo brand personality, brand trust e brand loyalty. Não foi possível identificar uma relação entre brand awareness e brand equity. Por fim, verificou-se que o brand association tem um efeito negativo sobre o brand equity.

The present dissertation aims to study the antecedents of brand equity of three corporate brands after rebranding. Therefore, based on the literature review a model was proposed. In order to test the model, a survey was carried out. A sample of consumers from three regions in Portugal was collected and the data was treated. The results show that brand equity is positively influenced by brand personality, brand loyalty and brand trust. On the other hand, it was impossible to establish a relationship between brand awareness and brand equity. Finally, it was observed that brand association has a negative influence on brand equity.