Brand Equity and Customer Life Cycle in Start-Ups

Michael Oyedele Oyenuga () and Chok Nyen Vu ()
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Michael Oyedele Oyenuga: Department of Marketing, School of Business, Woxsen University, Hyderabad, India
Chok Nyen Vu: Manipal GlobalNxt University (MGNU), Malaysia

Marketing and Branding Research, 2024, vol. 11, issue 1, 51-78

Abstract: The relationship between brand equity and the customer life cycle has garnered increasing attention, especially in the context of start-ups where establishing a solid brand presence is crucial for long-term success. This research investigated the relationship between brand equity and the customer life cycle of start-up firms. The study examined the influence of brand awareness, brand loyalty, perceived quality, and brand associations on customer acquisition, retention, and advocacy, drawing on Keller's Customer-Based Brand Equity Theory and the Customer Life Cycle Theory. The study employed a quantitative approach, utilizing a structured questionnaire to explore the perception and interaction of start-up customers with the brand. Data analysis was examined through Structural Equation Modelling (SEM) to get a statistically significant association between constructs. Noteworthy are the high correlations observed, especially between Perceived Quality 2 (PQ2) and Perceived Quality 3 (PQ3), as well as between Brand Loyalty (BL) and Brand Association 2 (BrA2). The findings demonstrate that creating favourable brand associations is indeed a powerful tool in building a loyal customer base, and that an increase in specific quality features can have a stronger emotional impact on customers.

Keywords: Brand Equity; Brand Awareness; Brand Loyalty; Customer Life-Cycle; Start-Ups (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:11:y:2024:p:51-78

DOI: 10.32038/mbr.2024.11.01.05

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