This research study aims to analyze the sources and consequences of beverages’ Brand
Equity, and more specifically, the beer Brand Equity in a Sothern European mature
market. For this purpose, based on the customer-based Aaker’s Brand Equity model, we
developed an empirical study, using structural equation modeling (SEM) in order to
assess how beer Brand Equity stems from in the brewery industry and to analyze its
consequences in consumer behavior. Our findings suggest that the beer brand image is
the most important dimension for beer Brand Equity. Moreover, a significant positive
influence was found for all the dimensions analyzed, namely brand awareness, perceived
quality and loyalty; while we found empirical support for the influence of beer Brand
Equity on purchase intention and the consumer willingness to pay a premium price. This
research brings relevant implications for brewery marketing managers, who should
strengthen their beer brand image, and further consider beer Brand Equity as a key
variable in consumer behaviour