EXPLORING SECONDARY BRAND ASSOCIATIONS IN BUILDING BRAND EQUITY BEYOND COUNTRY OF ORIGIN: A CASE STUDY OF HISENSE

This study investigates the role of secondary brand associations in building brand equity for international brands, focusing on the case of Hisense Ghana.Traditional brand association strategies, particularly the country of origin (COO), have faced scrutiny due to potential limitations.As such, the study explores alternative avenues for brand equity development.A conceptual framework is proposed, focusing on three key elements: celebrity endorsement, channel of distribution, and event sponsorship.Hypotheses are formulated to test the influence of these associations on customer-based brand equity for Hisense Ghana.Using a quantitative approach, the study targets Hisense Ghana's customers through mall surveys in two shopping malls across Ghana.Results indicate significant positive relationships between celebrity endorsements and channel of distribution with customer-based brand equity for Hisense Ghana.However, event sponsorship did not show a significant impact on brand equity.The study contributes to understanding the importance of secondary brand associations in building brand equity for international brands.Marketers and brand managers can leverage these findings to optimise brand equity through strategic celebrity endorsements and distribution channel management.