A Study of Customer-Based Brand Equity Prioritization by using Analytical Hierarchy Process

Abstract

New entrepreneur face with issues in managing brand equity and its significant is that it helps firms to enhance their cash flow and product differentiation to enjoy and obtain benefits out of competitive advantage. Plus, brand equity is regarded as a key benchmark for the state of health of a brand, and monitoring is believed to be an effective way of managing brand. Previous researchers have discussed that there are two motives to study brand equity which are financial motivation in order to value the brand and improving market productivity. Therefore, brand equity is treated as the most valuable intangible asset according to literatures. Customer based brand equity can create the most powerful point of difference among product suppliers. Therefore, it is imperative to explore the dimension and criteria of customer based brand equity model which includes resonance, judgement, feelings, performance, imagery and salience. In order to explore the criteria prioritization of customer based brand equity amongst customers towards the new product sell by entrepreneur in the market, researcher obtained filled questionnaires from 20 respondents who have experience in buy new local product by entrepreneurs. Analytical Hierarchy Process (AHP) which is one of Multi Criteria Decision Method families was used as methodology for this study. AHP methodology is implemented in this study.
Result shows the prioritization of criteria in customer based brand equity model significantly contribute to the brand equity of products by entrepreneur. Furthermore, the contribution of this study is to the extent to which the new entrepreneurs can use the prioritization criteria findings to create the brand equity for their product and customer’s wants towards new products can be
fulfilled.