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Exploring the Causal Relationship Between Brand Attributes and Brand Equity: Key Insights from Havas' Meaningful Brands Study
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.33 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
In an increasingly complex and consumer-driven environment, understanding how brands
create and sustain value is a priority. This study investigates the bidirectional causal
relationship between brand equity and brand perception attributes (functional, personal, and
collective), using data from the Havas Meaningful Brands Study 2023 (Portugal). Through
regression analysis, propensity score matching, and clustering, the study finds that perceived
brand attributes strongly influence brand equity, particularly functional attributes (ATT =
1.94), followed by personal (ATT = 1.73) and collective (ATT = 1.33). In the reverse direction,
brand equity also improves attribute perception, though to a lesser extent (e.g., ATT on
functional = 1.42). Segment-level analysis confirms this pattern across three consumer clusters
with different profiles. These findings demonstrate the reciprocal role of perception and
equity in shaping brand value and offer actionable insights for adjusting brand strategies to
specific consumer segments and dimensions.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Brand Equity Brand Attributes Customer-Based Brand Equity Causal Inference Propensity Score Matching