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Research Journal of Business Management

Year: 2011 | Volume: 5 | Issue: 3 | Page No.: 109-116
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Authors

Pallabi Mishra

Biplab Datta

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Research Article

Brand Name: The Impact Factor

Pallabi Mishra and Biplab Datta
This study attempts to abridge the gap in extant literature about the importance of brand name and its impact on all other brand constructs-CBBE, brand awareness, brand association, brand personality, brand image, brand communication, perceived brand quality and brand loyalty. This study has been conducted using two samples-students (256) and professionals (256), drawn from the same population. The data collected was checked for its reliability and validity. The proposed model was checked for goodness of fit and the hypothesis was tested. The impact of the exogenous construct on the endogenous constructs was verified using structural equation modeling. The findings from the research showed all the hypotheses supported by the analysis. The difference in the impact of brand name on other constructs was notified in both the cases. Brand Name (BN) was seen to have a strong impact on Customer Based Brand Equity (CBBE), Brand Association (BAS) and Perceived Brand Quality (PBQ) in case of students whereas for professionals brand name had a stronger impact on Brand Awareness (BA). The analysis led to some important managerial implications. The importance and the differential impact of brand name on other brand elements would aid managers in formulation of better and appropriate marketing strategies for a brand. The comparison between the students and professionals can be further utilised for targeting and positioning a brand. This study links brand name with other important brand elements. The differential impact of brand name on other constructs in case of students and professionals was tested using the original proposed model. This study can be a base for other researchers and brand managers to conduct further research using different samples, brands and countries.
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