A Structural Equation Modeling on Analysis of Preference Advertisement in Building Brand Equity
Diksha Panwar1, Monika Bangari2, Sandeep Kumar Thakur3

1Dr. Diksha Panwar*, Assistant Professor, UIM, Uttaranchal University, Dehradun, India.
2Dr. Monika Bangari, Assistant Professor, Tulas Institute, Dehradun, India.
3Dr. Sandeep Kumar Thakur, Assistant Professor, Law College Dehradun, Uttaranchal University, Dehradun, India.

Manuscript received on October 14, 2019. | Revised Manuscript received on 25 October, 2019. | Manuscript published on November 10, 2019. | PP: 247-252 | Volume-9 Issue-1, November 2019. | Retrieval Number: A4007119119/2019©BEIESP | DOI: 10.35940/ijitee.A4007.119119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Preference advertisement is a promotional system in which marketer claims the superiority of their product or brand over competing product(s) or brand, directly or indirectly. Preference advertisement helps in comparing alternative brands on bases of features, price, and other distinctive information. Brand equity is the total worth of the brand. Brand equity can be measured in two different perspective i.e. cognitive psychology is the attribute perception that is related to the awareness regarding the brand features and associations whereas another information economics is associated towards strong brand name which is created through the quality of the product and good quality generates a premium prices for the brand. In the monetary terms it’s the value that the organization expects from the brand. Preference advertisement can either be transferred directly to the brand. The objective of this study is to analyze the impact of preference advertisement in building the brand equity. Therefore to achieve the objective, different analysis tools used in the study are: mean, confirmatory factor analysis and structural equation modeling technique. The finding shows that preference advertisement has a significantly positive impact on building the brand equity.
Keywords: Preference Advertisement, Brand Equity, Sponsored Brand, Alternative Brand.
Scope of the Article: Building Energy