The study on the customer-based brand equity of the hypermarkets in Shanghai, China

Abstract

The study aims to find out if a well-known brand equity model can be used in the Chinese hypermarket industry. How Aaker's customer-based brand equity model affects the overall brand equity of hypermarkets in Shanghai, China. The mall intercept method is used to collect data from the public. A survey was administered using the structured questionnaire at hypermarkets in Shanghai. The questionnaire used a seven-point Likert scale to record the responses, with one representing "strongly disagree" and seven representing "strongly agree." A total of 385 samples were successfully collected. The research showed that brand awareness, perceived quality, and brand loyalty were significantly related to total supermarket brand equity. On the other hand, brand association was found to have no significant influence on brand equity. A hypermarket’s brand loyalty is the most essential consideration for valuing its brand equity. Based on these findings, it was concluded that the brand equity model is generalizable across industries, including the hypermarket business. Thus, supermarkets must do an overall equity assessment that takes into account the relative influence of the aforementioned factors. This research is vital for large hypermarkets that are working to enhance their brands’ value proposition.