Exploring brand strength's nomological net and its dimensional dynamics

This research makes three contributions to the literature on brand strength. First, it examines a variety of antecedents that influence brand strength. Second, it investigates the inter-dimensional influences among brand strength's three dimensions. Third, it examines the influence of brand strength on word-of-mouth (WOM) behavior, and how brand preference mediation influences this relationship. Data were collected using an online survey approach and analyzed using structural equation modeling (SEM) methods. The results reveal that all but one of our proposed antecedents had a significant influence on our target brand strength dimensions. We found that brand familiarity has an antecedent influence on brand attitude and brand remarkability, and that the influence of brand strength on WOM is partially mediated by brand preference.