Current Volume 9
Abstract
This study evaluated Urdaneta City University's Customer-Based Brand Equity (CBBE) in the contexts of brand resonance, brand identity, brand meaning, and brand responsiveness. It specifically sought to ascertain the degree of perceived CBBE via Keller's hierarchical brand equity creation framework. Survey responses from students and alumni served as the main stakeholders in this descriptive-quantitative study design. A standardized Likert-scale instrument was used to gather data, and weighted mean analysis was used to evaluate the degree of brand equity in each dimension. The results indicated that the university has a moderately high degree of psychological attachment and sense of community in brand resonance, favorable functional and symbolic brand associations in brand meaning, positive brand judgments and affective responses in brand response, and high levels of brand salience and cognitive awareness in terms of brand identity. Variations across variables, however, point to unequal development in behavioral loyalty, experiential engagement, and top-of-mind memory, suggesting a partial advancement toward complete brand equity maturity. In essence, the university shows a solid foundational CBBE structure with positive cognitive and affective evaluations, but it has deficiencies in higher-order dimensions like active loyalty, conative engagement, and persistent brand advocacy, indicating the need for additional relational brand equity consolidation.
Keywords
Brand Identity, Brand Meaning, Brand Resonance, Brand Responsiveness, Conative Engagement, Customer-Based Brand Equity (CBBE)
Citations
IRE Journals:
Neil Bryan S. Peralta, Easter B. Belandres, PhD "Analyzing Customer-Based Brand Equity (CBBE) of Urdaneta City University" Iconic Research And Engineering Journals Volume 9 Issue 11 2026 Page 1345-1352 https://doi.org/10.64388/IREV9I11-1717464
IEEE:
Neil Bryan S. Peralta, Easter B. Belandres, PhD
"Analyzing Customer-Based Brand Equity (CBBE) of Urdaneta City University" Iconic Research And Engineering Journals, 9(11) https://doi.org/10.64388/IREV9I11-1717464
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
Important Links
For Authors
Volume 8:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 7:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 6:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 5:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 4:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 3:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12