Brand equity of A. Le Coq beer

Abstract

This study aims to find out whether brand equity components of A. Le Coq beer have an impact on its overall brand equity in the Estonian brewery market. In order to achieve this goal, an empirical study is conducted based on Jillapalli and Jillapalli's (2014) customer-based brand equity model. The author utilized 3 different methods – t-test and regression analysis, and Partial Least Square (PLS) approach of Structural Equation Modelling (SEM) to analyze the data which collected from a sample of 120 University of Tartu students. Results show that brand meaning has a strong positive effect on attachment strength which influences relationship factors – commitment, trust, satisfaction significantly. Another major finding is that two of the relationship factors – trust and satisfaction play a significant role in the development of brand equity of A. Le Coq beer. The research provides useful insights for brewery marketing managers to develop strong brand equity and contributes to the brand equity literature.