Dimensions of Customer-Based Brand Equity: A Study on Bangladeshi Brands

Abstract

This research tries to develop a valid and reliable model of Bangladeshi brand equity by assessing the dimensions of the brand equity and its constructs. Although Bangladesh market is deluged with value-for-money Bangladeshi brands since decades ago, not all the Bangladeshi brand achieved national recognition. Based on 30 constructs, which were compiled from literatures, four variables were included for brand awareness, seventeen variables for brand association, five for perceived quality and four for brand loyalty. Factor Analysis was conducted to identify dimensions of brand equity and its constructs. Principal Component Analysis with subsequent rotation (varimax) was conducted on 30 constructs of a questionnaire. According to the four dimensions proposed by Aaker (1991) in the brand equity literature, a four factor solution that reduced the 30 constructs to four factors was chosen in this study.