Conceptual Exploration: The Roles of Brand Equity Towards Firm Competitive Advantage in Commodity Chemical Industry

DOI

10.2991/978-94-6463-585-0_47How to use a DOI?

Keywords

Brand Equity; Brand Awareness; Perceived Quality; Brand Loyalty; Brand Association; Competitive Advantage; Chemical Industry

Abstract

In the face of intense competition and a decrease in market share, particularly in chemical commodities worldwide, the role of brand equity becomes even more crucial. Consumers tend to seek brands that reflect their personal values, and thus, brand equity plays an important role in developing a competitive advantage for the organization. This study explores the relationship between how brand awareness, perceived quality, brand associations, brand loyalty, and brand equity contribute to strategic advantages in a highly competitive and commoditized market. Using a quantitative approach, data were collected from 184 customer respondents who have worked for more than three years across the Asia Pacific region through structured questionnaires. The study demonstrates that brand awareness, perceived quality, brand loyalty, and brand associations positively impact brand equity and competitive advantage. These findings offer valuable insights for industry professionals and enhance the theoretical understanding of brand equity's role in the B2B context.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Widyanova Suryaningsih
AU  - Fiter Abadi
PY  - 2024
DA  - 2024/12/11
TI  - Conceptual Exploration: The Roles of Brand Equity Towards Firm Competitive Advantage in Commodity Chemical Industry
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 697
EP  - 711
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_47
DO  - 10.2991/978-94-6463-585-0_47
ID  - Suryaningsih2024
ER  -