Determinants of Brand Equity: Offering a Model to Chocolate Industry

This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors were influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity.This research is an applied research and its strategy is causal. The standard questionnaire was used for collecting data. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of consumers of chocolate industry in Iran.The results of this empirical study indicate that brand loyalty and brand image are importantcomponents of brand equity in this industry. Moreover, the roles of brand loyalty and brand image as mediating factors in the intention of brand equity are supported.The present research enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index in chocolate industry of Iran particularly is novel.