The Gender Dissimilitude Influence on Customer Based Brand Equity (CBBE)

Purpose of Research The role of gender has a challenging effect on consumer behavior which has an immense influence on the customer based brand equity (CBBE) of a brand. This study shows the difference in the behavior of female (XX) and male (XY) consumers in influencing CBBE to help the managers in better strategy formulation. Methodology This study is exploratory and causal in nature with a primary survey of respondents belonging to two genders. It investigates the moderating effect of gender as a demographic factor on CBBE using structural equation modeling. Data has been collected both from primary as well as secondary sources. The sampling technique used is quota in nature with a sample size of 655. Major Results The research results revealed that gender acts as a moderator in some cases. There is a difference in the causal effect of the antecedents on CBBE and CBBE on its consequences for genders. Implications The brand managers can benefit immensely from the results. The mobile phones can be designed and positioned according to the results. In certain cases, both genders had an equal opinion about the importance of certain variables. These findings can be well implemented in formulating strategies for the brand. Originality/value This paper studies the gap in the literature on gender as a moderator in influencing the effect of the antecedents and consequences of CBBE. A developed model of CBBE is tested with data collected from both the genders. The difference in the effect of the antecedents on CBBE and CBBE on its consequences is shown. Moreover the differences between the responses and choices of the genders if any have also been found out.