Determinants of brand towards mineral water: a case study of spritzer

Abstract

Brands are very important to the brands owner in order to build a strong foothold in the marketplace. A successful brand is one of the most valuable terms which has been extensively discussed by both academicians and practitioners over the past decade and usually referred to the term of ‘brand equity’(Riezebos et al., 2003). Brand equity can be discussed in various perspectives since the meaning of brand equity have been debated in several different approaches. Brand equity is a difficult marketing term because it is hard to determine in the market by the different measurement methods of performance (Atilgan et.al., 2005). However, there is one of the well-known conceptual brand equity model which was developed by Aaker (1991). Aaker built his model of brand equity on five dimensions, which are brand awareness, brand loyalty, brand association, perceived quality, and other proprietary brand assets. In the practical aspect, this study is important in the marketing perspective. Every company especially the brand manager must understand what the dimensions of brand equity are and how to develop a better understanding of the appropriate relationship between these dimensions. Brand equity is important in improving the efficiency of the marketing process (Motameni and Shahrokhi, 1998). Therefore, in order to build and strengthen a brand in the minds and the hearts of consumers, they should spend a huge sum of money to define how this might be achieved by brand communication activities. (Wright and Nancarrow, 1999). The objectives of this study were, to determine the brand equity’s dimensions level (brand awareness, brand loyalty, brand association and perceived quality) of respondents towards Spritzer mineral water, to identify the most significant effect of the dimension on brand equity of Spritzer mineral water and to examine the relationship between the four dimensions of brand equity based on Aaker’s well-known conceptual framework of brand equity.