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Brand equity of commoditized products of famous brands

Emerson Wagner Mainardes (Department of Management, FUCAPE Business School, Vitória, Brazil)
Atílio Peixoto Soares Júnior (Department of Management, FUCAPE Business School, Vitória, Brazil)
Daniel Modenesi Andrade (Department of Management, FUCAPE Business School, Vitória, Brazil)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 23 August 2019

Issue publication date: 13 May 2020




The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these products and their antecedents; and third, to identify the influence of subjective norms on purchase intention and BE. Commoditized products are bought due to necessity and not desire, are homogeneous, produced on a large scale, and have low added value.


A theoretical model is proposed contemplating the constructs: BE, purchase intention, premium price, perceived quality, brand recall, perceived value and subjective norms. We performed a quantitative study with 432 respondents. We used questionnaires, and we analyzed the data using the structural equation modeling with partial least squares.


The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context.


The study brought a theoretical model relating antecedents and consequents of BE in the segment of commoditized products. Furthermore, it indicated the strength of the brand of the commoditized products in an emerging market scenario.



On behalf of all authors, the corresponding author states that there is no conflict of interest. This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 304209/2018-0, by Foundation for Research Support of Espírito Santo (FAPES/Brazil), projects 84513772 (599/2018) and 85395650 (228/2019), by Portuguese Science Foundation (FCT/Portugal) through NECE (Núcleo de Estudos em Ciências Empresariais), project UID/GES/04630/2019, and by IFTS (Instituto Fucape de Tecnologias Sociais), project 2018-2021.


Mainardes, E.W., Soares Júnior, A.P. and Andrade, D.M. (2020), "Brand equity of commoditized products of famous brands", Marketing Intelligence & Planning, Vol. 38 No. 3, pp. 296-309.



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