Il ruolo delle basi cognitive del valore di marca nella determinazione del comportamento di acquisto del consumatore

The main aim of this paper is examining the relationship between consumer behaviour and customer based brand equity. It is proposed a conceptual framework of these relationships, to analyse: 1. the consumer behaviour measures describing the pre-purchase phase, the purchase phase and the post-purchase phase; 2. the cognitive brand value drivers, based on free associations analysis, brand awareness measures and brand image measures. The framework proposal was empirically surveyed on a representative sample of customers, who were questioned about two kinds of offerings: sport shoes and value-added services on mobile phone (VAS). The findings of the empirical survey have highlighted several correlations between consumer behaviour measures and cognitive brand value drivers. Taking this into consideration, the framework has resulted a valid tool for identifying and measuring the effect of cognitive brand value drivers on consumer behaviour