Heterogeneous sources of customer-based brand equity within a product category

Purpose – Unlike prior consumer-based brand equity (CBBE) research that examines well-known brands in different product categories, the purpose of this paper is to focus on the within-product category differences in terms of the sources of CBBE. Design/methodology/approach – To facilitate the comparison, the paper proposes a hybrid measurement model of CBBE that systematically integrates various existing CBBE dimensions and examines the substantive difference among master brands and their sub-brands within a product category. The model distinguishes the latent CBBE construct from its dimensions, and separates its formative (causes of CBBE) from its reflective (effects of CBBE) dimensions, based on their causal relationship with the construct. Findings – The paper collects CBBE data for multiple soft drink master brands and sub-brands. The paper finds significant differences among them and provides a detailed view that has not been revealed to the marketers before. Originality/value – The paper not only examines a more realistic context for consumers’ marketplace choice but also is more relevant to brand managers who closely monitor their direct competitors’ performance.