Distribution Intensity Level as an Antecedent of Brand Equity of Food Products

Abstract

This paper proposes and tests a structural model of the relationships between distribution intensity and dimensions of brand equity of a food product. To estimate parameters used Structural Equation Modeling (SEM). We seek empirical confirmation of impacts of distribution intensity on four dimensions of brand equity: perceived quality, brand loyalty, brand awareness, and brand image. The model is tested using a sample derived from consumers of natural juices.