Consumer-Based Brand Equity in Aftermarket

Abstract

The main objectives of this study are to understand what is brand equity, consumerbased brand equity and how it is connected to aftermarket of large multinational companies. This research is about to discover how consumer-based brand equity can be useful in discovering customers’ overall attitudes to brands and their aftermarkets. The tool of optimization of certain aspects of consumer-based brand equity on aftermarkets was elaborated. The objectives of the study are to evaluate the current situation with consumer-based brand equity on two brands’ aftermarkets in Finland and in Ukraine and test separately as well as conjoint the dimensions of consumer-based brand equity on both aftermarkets.

Theoretical part of the study consists of literature on brand equity and consumer-based brand equity as well as previous research on subject. The research method is a combination of descriptive and exploratory approach with utilization of survey strategy and online-mediated questionnaires as data collection tool. Online-based questionnaires were elaborated specifically for the targeted group of respondents – customers and users of two aftermarkets from Finland and from Ukraine.

The questionnaire part of the research analyzes and presents findings about the current situation of consumer-based brand equity in two aftermarkets. The potentials of improving certain aspects were identified and tools of reaching that potentials were elaborated with the consideration of national differences.

Conclusions, suggestions for the future research as well the limitations of the current study are presented in the final part of the work.