Analyzing the relationships among critical brand equity drivers and consumer behavioural intentions: an empirical research

The paper analyzes the determinants of customer-based brand equity in marketing activities to influence future consumer behaviours. Building strong brand relationships is one of the most important factors to differentiate their offers and to preserve customer portfolio value in hypercompetitive markets. The monitoring processes of critical brand equity drivers allow to evaluate the strength of consumer-brand relationship and to estimate the future consumptions. In this perspective, we define an empirical study to analyze critical brand equity drivers considering word-of-mouth and brand loyalty as the main effects of these determinants. More in depth, the aims of the paper are: a. identify the main critical brand equity drivers to manage consumer-brand relationships; b. measure the strength of the relationships among some selected critical brand equity drivers (brand experience, brand trust and brand attachment); c. demonstrate the predictive capacity of these brand equity drivers related to consumer behavioural intentions; d. evaluate the different intensity of consumer-brand relationships among different analyzed product categories (two shopping goods versus two convenience goods). Finally, we put in evidence the managerial implications of the findings presenting the limits and some future research opportunities of the study.