Abstract

Brand equity provides insight into the depth of the product and how the consumers appreciate them. Equity has been used generically to suggest that all brands could attain same level of equity. The CBBE model and theory of revealed preference provide ample theoretical thrust in both literature and evaluation. Consequent on this, the study evaluated how certain consumer factorials could help scale and rescale the equity strength of categorized consumer goods to ascertain if they equal on a continuum or varied. Using the survey design and relying on data gathered from 384 respondents purposively selected from across the country, it statistically analyzed three hypotheses and found out that brand equity for certain consumer goods are related to the continuum defined by satisfaction; that there is significant difference in brand equity among the various consumer goods and that the extent of satisfaction derived from consuming a brand is significantly related to the strength of the brand equity. It therefore contended that a brand position is not fixated but is scaled and rescaled along the continuum and that a brand could attain equity even when it bypasses some of the six factorials as prescribed by the CBBE model.

Key Words: Advertising, Brand Equity, Consumer Goods, Consumers, Products.

^JCMRJournal of Communication and Media Research, Vol. 7, No. 2, October 2015, 245 – 259

©Delmas Communications Ltd.

About the author

*Dr. Presly Ogheneruke Obukoadata, Ph.D.  is a Lecturer with the Communication and Multimedia Design Program of American University of Nigeria, Yola, Adamawa State, Nigeria.

†Acknowledgement: The author specially acknowledges the Late Dr Idorenyin Akpan who contributed significantly to this research.

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