Published Online:February 2026
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM050226
DOI:10.71329/IUPJMM/2026.25.1.92-113
Author Name:Bhargav Jyoti Medhi and Rinalini Pathak Kakati
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:92-113
The study explores the impact of branding elements of the brand asset valuator (BAV) model on customer-based brand equity (BE) of some selected brands in the Indian passenger car segment. Using structural equation modeling (SEM), the study examines the relationships among key BAV elements—Differentiation, Relevance, Esteem, and Knowledge—and how the constructs of ‘Innovation’ and ‘Acceptability and Endorsement’ act as mediators in shaping customer-based brand equity. Data collected from a diverse sample of customers across India provides a strong base for testing relevant hypotheses. The findings reveal that Relevance and Esteem have a significant role in shaping brand equity, while Differentiation and Knowledge show selective impact, varying across specific brands. The findings may help managers in designing strategies to boost brand equity.
Customer-based brand equity (BE) is an outcome of the customers’ assessment of brand properties. Brand equity comes from the customers’ ability to recall, recognize and associate with the brands. BE helps the brands in building a strong foothold in the market amidst competitions and market uncertainties. According to Keller (1993), Simon and Sullivan (1993) and Mahajan et al. (1994), the five dimensions of brand equity are brand loyalty, name awareness, perceived quality, brand association and other proprietary brand assets (example, distribution system).