A Cognitive Model of Customer‐Based Brand Equity for Frequently Purchased Products: Conceptual Framework and Empirical Results

The main purpose of this research is to identify the underlying cognitive structure of brand equity. Existing research on brand equity is used to identify 4 cognitive “components” of customer-based brand equity. These are labeled as global brand attitude, strength of preference, brand knowledge, and brand heuristic. A conceptual framework of how these components (or subconstructs) are interrelated is proposed and empirically tested using data from 2 frequently purchased product categories. Covariance structure modeling is used as the analysis methodology. The results indicate that all the identified cognitive components are important determinants of customer-based brand equity. Specifically, the brand heuristic component serves as an important mediator in 2 “cognitive chains” that link global brand attitude to brand knowledge and global brand attitude to strength of preference, respectively. The study findings have important implications for designing equity maintenance strategies for frequently purchased products.