The Calculation of Brand Equity by the Consumer: An Empirical Study in the Mobile Phone Sector.

  • Marcelo D´Emidio Escola Superior de Propaganda e Marketing (ESPM)
  • Thelma Valéria Rocha Escola Superior de Propaganda e Marketing (ESPM)
  • Marília Gabriela Nogueira D´Emidio
Keywords: Brand, Brand Equity, PLS, Mobile Phone Sector.

Abstract

This study aims to examine the existing behavioral models for calculating brand equity and to propose a calculation that allows verifying this equity by the consumer. The proposed model was tested using a field research, of quantitative nature, through the survey method, with of cell phone operators’ clients in the city of São Paulo. The questionnaire was answered by 156 respondents ̶ 80 clients from Vivo and 76 clients from Claro ̶ and validated. In order to calculate the brand equity, we used a modeling technique through structural equations, via PLS (Partial Least Squares). We calculated the brand equity for the considered operators and the distribution analysis of individual corresponding values. The results of the research show that the brand equity obtained for the two operators are very similar. However, when we examine the dispersion of this brand equity by consumer, it can be seen that, in the case of Vivo, there is a distribution that is next to a Normal one. As for Claro, there is a greater dispersion, that is, many consumers perceive a high brand equity, but the company also has clients that perceive its brand equity as low. This study proves to be innovative, since it allows the calculation of brand equity by consumer, being of interest for managers and academics.

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Author Biographies

Marcelo D´Emidio, Escola Superior de Propaganda e Marketing (ESPM)
Pró-reitor de Graduação da Escola Superior de Propaganda e Marketing (ESPM) e Professor do curso de Comunicação Social da ESPM ̶ São Paulo-SP, Brasil Doutor em Administração de Empresas pela FEA-USP, Mestre em Administração de Empresas pela FEA-USP e Graduado em Engenharia pela Escola Politécnica da USP
Thelma Valéria Rocha, Escola Superior de Propaganda e Marketing (ESPM)
Coordenadora do Programa de Mestrado e Doutorado em Gestão Internacional da ESPM ̶ São Paulo-SP, Brasil Professora da graduação e pós-graduação da Escola Superior de Propaganda e Marketing (ESPM) na área de Marketing Global e Marketing de Relacionamento Doutora em Administração pela FEA-USP. Mestre em Administração Mercadológica pela EAESP-FGV, com especialização em International Business pela Stockholm School of Economics (SSE), Suécia.
Marília Gabriela Nogueira D´Emidio
Graduação em Administração de Empresas na FEA-USP ̶ São Paulo-SP, Brasil Consultora de empresas
Published
2013-12-02
How to Cite
D´EmidioM., Rocha, T., & D´EmidioM. G. (2013). The Calculation of Brand Equity by the Consumer: An Empirical Study in the Mobile Phone Sector. REGE Revista De Gestão, 20(4), 517-535. Retrieved from https://www.revistas.usp.br/rege/article/view/99934
Section
Marketing