none 10.1108/MIP-02-2019-0115 Emerald Emerald (MCB UP) 140 109296288 6260 2021043009521070300 10.1108 2025-07-24T22:42:24Z 2019-08-23T07:21:52Z 4 Marketing Intelligence & Planning MIP 0263-4503 08 23 2019 05 13 2020 38 3 Emerson Wagner Mainardes http://orcid.org/0000-0003-2525-275X Atílio Peixoto Soares Júnior Daniel Modenesi Andrade Purpose The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these products and their antecedents; and third, to identify the influence of subjective norms on purchase intention and BE. Commoditized products are bought due to necessity and not desire, are homogeneous, produced on a large scale, and have low added value. Design/methodology/approach A theoretical model is proposed contemplating the constructs: BE, purchase intention, premium price, perceived quality, brand recall, perceived value and subjective norms. We performed a quantitative study with 432 respondents. We used questionnaires, and we analyzed the data using the structural equation modeling with partial least squares. Findings The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context. Originality/value The study brought a theoretical model relating antecedents and consequents of BE in the segment of commoditized products. Furthermore, it indicated the strength of the brand of the commoditized products in an emerging market scenario. 08 23 2019 05 13 2020 296 309 10.1108/MIP-02-2019-0115 https://0-www-emerald-com.oasis.unisa.ac.za/insight/site-policies 10.1108/MIP-02-2019-0115 http://0-www-emerald-com.oasis.unisa.ac.za/mip/article/38/3/296-309/298573 https://0-www-emerald-com.oasis.unisa.ac.za/insight/content/doi/10.1108/MIP-02-2019-0115/full/html https://0-www-emerald-com.oasis.unisa.ac.za/insight/content/doi/10.1108/MIP-02-2019-0115/full/xml Planning Review 20 5 56 1992 10.1108/eb054384 Managing the most important assets: brand equity Journal of Business Strategy 13 4 27 1992 10.1108/eb039503 The value of brand equity California Management Review 38 3 102 1996 10.2307/41165845 Measuring brand equity across products and markets Organizational Behavior and Human Decision Processes 50 2 179 1991 10.1016/0749-5978(91)90020-T The theory of planned behavior Marketing Intelligence & Planning 36 7 809 2018 10.1108/MIP-12-2017-0339 How does greenwashing affect green branding equity and purchase intention? 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