Building Market-Based Assets in a Globally Competitive Market: A Longitudinal Study of Automotive Brands

Abstract

Understanding the impact of marketing-related investments on market-based assets is a fundamental issue for marketers. In this study we address the relationship between product-related investments and communication-related efforts, with respect to a basic intangible market-based asset: consumer-based dimensions of brand equity. We draw from a longitudinal study of pre-purchase brand attribute data derived from consumer panels, conducted within the context of the U.S. automotive market. Brand equity dimensions are statistically related to marketing investments and contextual factors of “region of origin” and “global brand reach,” employing a seemingly unrelated regression model. The results reveal a positive effect of communication-related investments, as measured by annual advertising expenditures, on all dimensions of brand equity except luxury image. Product-related investments, as indicated by a brand's innovativeness, positively affect brand image but negatively affect perceived economy. Region of origin and global brand reach have mixed effects on the consumer-based dimensions of brand equity.

Citation

Townsend, J.D., Tamer Cavusgil, S. and Calantone, R.J. (2012), "Building Market-Based Assets in a Globally Competitive Market: A Longitudinal Study of Automotive Brands", Swan, K.S. and Zou, S. (Ed.) Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing (Advances in International Marketing, Vol. 23), Emerald Group Publishing Limited, Leeds, pp. 3-37. https://doi.org/10.1108/S1474-7979(2012)0000023005