Effect of brand inclusivity and brand personality on consumer-based brand equity in B2C market: moderating roles of gender and personal income

Abstract The paper investigates the effect of brand inclusivity and brand personality on consumer-based brand equity. A survey design using cross-sectional approach to data collection was employed. Individual consumer of expensive luxury items constitutes the sample for the study. Convenience technique was used for selecting respondents who participated in the study. Closed-ended questionnaire was used for collecting data. SPSS version 22 and SEM PLS were employed for data analysis which consists of both descriptive and parametric statistics. The study found that brand inclusivity and brand personality have significant and positive effect on consumer-based brand equity. Similarly, it was found that personal income and gender moderate the influence of brand personality on brand equity. Again, it was discovered that gender moderate the effect of brand personality on brand equity; on the other hand, gender did not moderate the relationship between brand inclusivity and brand equity. It was recommended that organizations marketing expensive luxury should focus on enhancing their brand personality and brand inclusivity.