Measuring customer-based brand equity in the Iranian Lubricants market Case Study: Sepahan oil Company

Abstract

Purpose – This study seeks to examine the practicality and applications of a customer based brand equity model in the Iranian Lubricants market.

Design/methodology/approach – Based on Aaker’s well-known conceptual framework of brand equity, extend by Yoo & Donthu, this study employed structural equation modeling to investigate the causal relationships among the three dimensions of brand equity and overall brand equity in the Lubricants industry. The present study used a sample of 300 actual consumers from sepahan oil company consumer in Tehran.

Findings – The findings conclude that brand loyalty and Perceived Quality are influential dimensions of brand equity. Weak support was found for the brand associations / awareness dimension.

Research limitations/implications – Future research needs to be done if the results are to be expanded into other regional Iranians markets in light of the significant gaps between different regions. Further research also could strengthen this analysis by adding performance measurement into the model.

Practical implications – The paper shows that sepahan brand managers and marketing planners should consider the relative importance of brand equity in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty.

Originality/value – This study contributes to the scant literature testing the applicability of consumer-based brand equity in the Lubricants industry. this study provides important insights about the understanding of Lubricants consumers’ perceptions of overall brand equity and its dimensions.

Keywords: Brand equity, Lubricants, brand loyalty, brand associations / awareness, Perceived Quality.