THE CALCULATION OF BRAND EQUITY BY THE CONSUMER: AN EMPIRICAL STUDY IN THE MOBILE PHONE SECTOR

This study aims to examine the existing behavioral models for calculating brand equity and to propose a calculation that allows verifying this equity by the consumer. The proposed model was tested using a field research, of quantitative nature, through the survey method, with of cell phone operators' clients in the city of Sao Paulo. The questionnaire was answered by 156 respondents - 80 clients from Vivo and 76 clients from Claro. and validated. In order to calculate the brand equity, we used a modeling technique through structural equations, via PLS (Partial Least Squares). We calculated the brand equity for the considered operators and the distribution analysis of individual corresponding values. The results of the research show that the brand equity obtained for the two operators are very similar. However, when we examine the dispersion of this brand equity by consumer, it can be seen that, in the case of Vivo, there is a distribution that is next to a Normal one. As for Claro, there is a greater dispersion, that is, many consumers perceive a high brand equity, but the company also has clients that perceive its brand equity as low. This study proves to be innovative, since it allows the calculation of brand equity by consumer, being of interest for managers and academics.