BRAND EQUITY AND BRAND VALUE: PROPOSITION AND VALIDATION OF A MODEL

Objective: Based on the literature on Brand Value and its sources, the present study proposes the expansion of the Brand Equity model, with the increment of brand value and its antecedents. Method: To test the model, a survey was conducted with 330 surfwear fashion consumers. The model was analyzed through structural equations modeling using PLS. Originality/Relevance: A model is proposed to analyze the construction of Brand Value and Brand equity. Results: The results indicate the relevance of the perceived value for the construction of the brand equity. The perceived value antecedents are knowledge, associations, fit, meaning and perceived quality. Theoretical/methodological contributions: The study analyzed the dimensions of brand equity and investigated the drivers of value in its operation, pointing out two relevant paths for investigation. The first path begins with brand awareness, which allows consumers to form associations with the brand. The second path proposed in the conceptual model begins with the perception of quality. Managerial implications: The results indicate that brand managers must promote comprehensive and attractive brand communication in order to boost brand awareness and positive associations, always seeking to maximize brand equity. The focus should be on creating fit between brand image and consumer profile, since it is important that consumers identify with the image that the brand promotes.