Journal of
Marketing Development and Competitiveness






Scholar Gateway


Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF APPLIED BUSINESS AND ECONOMICS


The Measurement of Social Desirability and Brand Equity in Emerging Societies



Author(s): B. P. Suresh, Himadri Roy Chaudhuri, Jie G. Fowler, Timothy H. Reisenwitz

Citation: B. P. Suresh, Himadri Roy Chaudhuri, Jie G. Fowler, Timothy H. Reisenwitz, (2020) "The Measurement of Social Desirability and Brand Equity in Emerging Societies," Journal of Applied Business and Economics, Vol. 22, Iss.1,  pp. 71-91

Article Type: Research paper

Publisher: North American Business Press

​Abstract:

This study attempted to develop the consumer-based brand equity (CBBE) measure by including social responsibility as an additional dimension in India. Five hypotheses were proposed based upon the literature review and included the following variables: brand awareness, brand association, perceived quality, brand loyalty, and social responsibility. All hypotheses were supported. This study developed a new brand equity measurement and provides empirical evidence of the multidimensionality of CBBE.