Analyzing factors affecting brand equity: a Meta-synthesis approach

Brand equity has many benefits for companies and manufacturers. If the brand has a high equity, then the consumer will have a positive attitude towards the brand. The purpose of this study is to investigate the factors affecting brand equity with Meta-synthesis technique.

In the present study, the researcher analyzes the results of previous researchers with a systematic and qualitatively review approach. then with the Sandlowski and Barroso method and MAXQDA software the effective factors are encoded.

By identifying the factors affecting brand equity, the conceptual model of factors influencing brand equity was categorized into 9 factors and 85 components. The 9 factors are: social factors, customer cognition, customer perception, product characteristics, customer profitability, marketing, intra-organizational, emotional and relationship factors.

The results of this study indicate 9 factors in last ten year studies that affect the brand equity. After studying, it was found that different researchers, each with an emphasis on specific factors, have introduced the impact of factors on brand equity. Most of the articles focused on individual and organizational factors.