CBBECustomer-Based Brand Equity
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The results of the CBBE dimensions shown in Table 2 indicate the following: 1) Four out of 9 perceived quality items have the mean values around 2.
Likewise, the respondents disagreed or strongly disagreed with some of the CBBE aspects that Kanal B performs.
The third research objective is to determine how the CBBE aspects that are perceived as being performed well by Kanal B differ based on the viewers' demographic characteristics.
No significant differences in the CBBE aspects were found for the statement, "Kanal B programs make me feel good," based on the viewers' demographics (Q22).
The results indicate that the Kanal B viewers' perceptions of the CBBE aspects that Kanal B performs well vary significantly based on their different demographics.
This paper examined the CBBE of a private TV channel named Kanal B in Turkey.
A paired t-test was performed to test for difference in CBBE measure across contexts for each brand.
In other words consumers will prefer that brand which closely fulfills those motives which they consider important and it is supposed that this preference is also reflected in CBBE measurement.
Hence existing scales of CBBE might not be generalizable as evaluation of CBBE varies according to salience of motive.
As observed from table 4, an attempt has been made to analyze CBBE across different brands for same motive and in three out of six cases, consumers perceived one brand to significantly out performs other with respect to given motive.
In this experimental setup, only one motive is made salient in each situation to demonstrate the effect of each motive upon CBBE.
Preference can be bound within a context and hence can vary across contexts but CBBE is theoretically expected be stable over time because goal of the management is to sustain and improve brand equity long term (Aaker, 1991, Keller 1993).