The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity

Abstract

<p>Brand equity is an important issue in marketing construct, which has been shown to influence important marketing variables such as consumer's choice. The aim of this study is to explore the role of independent variables e.g. (brand image and corporate branding) on brand equity and the impact of brand equity on consumer's choice. When the customers own positive aspects of a company and its product e.g. brand image, corporate branding they usually form brand equity and this lead them to have a choice from the products and services of the company. This study develops a framework that explains how independent variables e.g. (brand image and corporate branding) effect on dependent variable which is called consumer’s choice, when brand equity is mediating. A study carried out in Saudi Arabia using 105 respondents as consumers who used any type of smart mobile phone. Path analysis confirmed that, corporate brand had more positive impact on brand equity while the results showed that brand image had no impact on brand equity. In addition, the study illustrated that brand equity had positive impact on customer’s choice.</p>