Relevant bibliographies by topics / Internet brand equity

Academic literature on the topic 'Internet brand equity'

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Published: 4 June 2021
Last updated: 19 February 2022

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Journal articles on the topic "Internet brand equity"

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Bozman, Carl S., Matthew Q. McPherson, Daniel Friesner, and Ching-I. Teng. "Brand Equity Effects on Bidding Strategies in an Online Environment." International Journal of E-Business Research 10, no. 2 (April 2014): 1–22. http://dx.doi.org/10.4018/ijebr.2014040101.

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Internet auction bidders seldom have all the information resources upon which they have learned to comfortably rely. This raises the possibility that internet auction participants depend more on brand related knowledge and employ bidding strategies consistent with heightened valuations of brand related information. This study empirically examines how differences in brand equity affect consumer online auction behavior on eBay. Branded products with objective values (certified coins) are examined for differences in bidding behavior across auctions. The results indicate auction participants employ incremental bidding strategies for preferred brands that have higher prices except when those brands were for coins of the highest quality. Auctions that had sellers who were not power sellers or which did not take Paypal are more prone to attract late or last minute bidders.
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San, Lim Ying, Azizah Omar, and Ramayah Thurasamy. "A conceptual study of the formation of online brand equity: The role of online brand trust." Global Journal of Business and Social Science Review (GJBSSR) Vol. 2(2) 2014 2, no. 2 (April 21, 2014): 69–76. http://dx.doi.org/10.35609/gjbssr.2014.2.2(9).

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Objective - This paper is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Methodology/Technique – Literature review Findings– Changing environment in the business world is affecting business and the advent of the Internet has also had an enduring effect in the way companies do business. In ensuring the continued survival of a company it becomes imperative that a company develop a loyal customer base. To this effect brand equity is a concept that has been looked at as a way of achieving a loyal customer base. Higher brand equity, leads to higher customers' repeat purchase, to pay more for the same value of quality and to create a long term relationship with the seller. Furthermore, the emergence of the Internet has made the brand equity concept become ever more important in helping the consumers to reduce their search costs and purchase risk in the world of information overload. However, the nature of the Internet also raises an issue of how marketers can build the online brand equity when the buyers and sellers have physical distance in cyberspace. As a result, trust becomes one of the fundamental elements in forming online brand equity. The purpose of this paper thus, is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Novelty – The formation of Online brand equity in Malaysia setting Type of Paper: Conceptual Keywords: Online Brand Association; Online Brand Equity; Online Brand Loyalty, Online Brand Trust
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Jevons, Colin, and Mark Gabbott. "Trust, Brand Equity and Brand Reality in Internet Business Relationships: An Interdisciplinary Approach." Journal of Marketing Management 16, no. 6 (July 2000): 619–34. http://dx.doi.org/10.1362/026725700785045967.

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Kruger, H., and L. C. H. Fourie. "An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa." South African Journal of Business Management 34, no. 4 (December 31, 2003): 27–34. http://dx.doi.org/10.4102/sajbm.v34i4.689.

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Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary brand associations. A brand holder’s first instinct may be, when it decides to evolve to the Internet, to maintain the status quo of its offline brand equity or value, by building a uniform online/offline brand. However, from the literature it is evident that authors are not united in their support of building uniform online/offline brands. Although building a uniform online/offline brand present certain tangible advantages, uniformity or non-uniformity proves not to be a binary decision, but dependant on the strategic imperative of the three tiered online/offline brand building initiative. To research three tiered online/offline brand building from a South African perspective, the uniformity and non-uniformity of brand name selection within the South African online/offline retail environment is firstly investigated. The advantages of building uniform online/offline brands are secondly elucidated as presented by the marketing programs – and activities of selected South African retail brands. Secondary brand associations, as part of the three tiered brand building phase or as separate strategic imperative, and the role it plays in non-uniform online/offline brand building, is thirdly examined. Findings are summarised, conclusions are drawn that elucidate the uniform and non-uniform brand building strategies of South African online/offline retailers and recommendations are made for future research.
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Shuv-Ami, Avichai. "A new market brand equity model (MBE)." EuroMed Journal of Business 11, no. 3 (September 5, 2016): 322–46. http://dx.doi.org/10.1108/emjb-05-2015-0025.

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Purpose The current study conceptualizes and empirically tests a new model of market brand equity (MBE). This model, that not just provides an understanding of customer mindsets toward the brand, as most empirical models do, but also measures the marketing benefits of such mindsets. The present study offers two models. One is comprehensive and theoretical while the other is an empirical model. The empirical model is a practical model drawn from the more comprehensive and conceptualized model. The hypothesized empirical MBE model is tested using structural equation modeling (SEM) analysis followed by a formula that offers a method to calculate and rank competitive brands in the market place. The purpose of this paper is to conclude with a discussion of the implications of the model. Design/methodology/approach The findings of the present research are based on a representative sample of 964 cellular phone users selected randomly from an Israeli internet panel were analyzed. The questions related to the dimensions of the brand equity needed a more intimate relationship of the customers with the brand. Thus, those questions were asked only with regard to the brand that the respondents were mainly using. These questions were concerned with brand knowledge, brand commitment and brand overall attitude. The other questions that the respondents answered were about three other brands on the market. All dimensions, except purchase barriers, were measured on a ten-point scale. Findings SEM analysis was used to test the hypothesized MBE model as well as alternative models. The results, which supported the hypothesized model, indicated that knowledge has a strong positive effect on image, personality and attitude. Image has a positive effect on attitude, but that of personality was insignificant. Attitude, image and personality have a positive effect on commitment. Commitment affects recommendation strongly and positively. Both commitment and recommendation have a positive and significant effect on potential market share. Research limitations/implications The limitations of the current research are that it was not measured over time and that only one product category has been tested. In addition to dealing with these limitations, future research may also add additional marketing performance outcome variables such as the ability to obtain premium prices and to exercise brand power in relation to channels of distribution. Practical implications The model presented in this paper provides the marketer with the ability to compare, from a competitive perspective, the relative average in the market place of customer mindset, customer performance and marketing performance. The analysis also reveals whether to invest in strengthening customer mindset or in capturing a greater market share. When the brand leader is far from its followers, an additional analysis may be required and it may be necessary to increase the sensitivity of the analysis by examining separately (without the leading brand) the relative differences between the follower brands. Moreover, the measurement questions should be adjusted to fit different product categories. For example, in testing the MBE in the service industry, “product performance,” which is a component of brand commitment, should be measured by the “quality of service.” But the way of using the model will not change. Another example for future research may be found in sport marketing, such as among football or basketball clubs. In such instances, performance – winning or losing – or even the quality of the players on the team may be considered. It is suggested here that the MBE’s measurement of fast-moving products vs slow moving ones. However, in such cases the model would probably show a significant difference in involvement with the brands of fast-moving products displaying much lower customers’ involvement then brands of slow-moving products. Originality/value The empirical model suggested in this study is a new and practical market-based brand equity that uses commitment as the main construct, building brand equity to represent the performance outcome of the customer mindset used in the models noted above. The current study also offers a new practical and useful formula for calculating and ranking MBE.
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Momen, Md Abdul, Seyama Sultana, and A. K. M. Ahasanul Haque. "Web-based marketing communication to develop brand image and brand equity of higher educational institutions." Global Knowledge, Memory and Communication 69, no. 3 (September 7, 2019): 151–69. http://dx.doi.org/10.1108/gkmc-10-2018-0088.

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Purpose Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions. Design/methodology/approach The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used. Findings In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant. Research limitations/implications Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature. Practical implications Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet. Originality/value This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.
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Gunawan, Annetta. "Analysis of Brand-Related User Generated Content Antecendents Influence on Brand Equity to Increase Purchase Intention (Case Study: Yamaha Motor Indonesia)." Advanced Science Letters 21, no. 4 (April 1, 2015): 1044–48. http://dx.doi.org/10.1166/asl.2015.5980.

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The global development of information technology, especially social media, brings a lot of revolutionary changes in many facets of life, including the development of User Generated Content (UGC). Besides, the number of Internet users in Indonesia reaches 63 million people in November 2013. So, Indonesian marketers should start to consider how to take benefit from UGC development and understand its subsequent impact on brand equity and purchase intention. Yamaha Motor Indonesia (YMI) as the second largest player in Indonesia who wants to increase its market share, should do effort to increase its brand equity and consumers’ purchase intention through its virtual community. The objectives of this research are to analyze the influence of Brand-Related UGC on Brand Equity of YMI, and to analyze the influence of Brand-Related UGC and Brand Equity on Purchase Intention of YMI. The data collection technique used is questionnaire disseminated to the members of YMI online community, using Likert scale. While the data analysis technique used is Path Analysis. The result of Path Analysis shows the structural equation Y = 0,525X + 0,8509ε1 where Brand-Related UGC significantly contributes to Brand Equity at 27,6% and Z = 0,435X + 0,256Y + 0,7925ε2 where Brand-Related UGC and Brand Equity simultaneously and significantly contributes to Purchase Intention at 37,2%.
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Kim, Jong Moo. "The Effect of Brand Equity on Brand Value in the Chinese Internet Shopping Mall." JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE 24, no. 1 (March 31, 2018): 131–40. http://dx.doi.org/10.18208/ksdc.2018.24.1.131.

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Loureiro, Sandra Maria Correia, and Francisco Javier Miranda. "Brand Equity and Brand Loyalty in the Internet Banking Context: FIMIX-PLS Market Segmentation." Journal of Service Science and Management 04, no. 04 (2011): 476–85. http://dx.doi.org/10.4236/jssm.2011.44054.

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Kumar, Jitender. "Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory." European Journal of Marketing 55, no. 4 (January 23, 2021): 969–94. http://dx.doi.org/10.1108/ejm-04-2018-0290.

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Purpose The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the simultaneous impact of dual foci of engagement in creating equity for the brand. The role of sense of community is explored as a moderator in influencing customer engagement. Design/methodology/approach The sample is composed of the members of Facebook-based brand communities. An internet survey of 833 subjects provides data to test the theoretical model with the help of structural equation modelling using AMOS 21. Findings The empirical investigation supports the proposed theory except for a few counterintuitive findings. Psychological ownership with the brand and the brand community has a direct effect on customer engagement with the brand and the brand community, respectively. A brand-based value-congruity has a direct effect on brand engagement; however, community-based value-congruity has an indirect effect on brand community engagement through brand community psychological ownership. The moderating effect of sense of community on engagement is also observed. Engagement with dual foci explained a substantial proportion of the variance in brand equity. Research limitations/implications A student sample, cross-sectional research design and a limited number of constructs in the nomological network to explore engagement in an online brand community constitute few limitations of this study. Customer engagement with dual foci has major implications for both the researchers and practitioners dealing with online brand communities. Practical implications To engage customers in online brand communities, dual foci should be the objective of management. A sense of ownership towards the brand and value-congruity with the brand should be aimed to engage customers with the brands; brand community psychological ownership and value-congruity with the community should be embraced by the firms to achieve brand community engagement. A high sense of community also needs to be promoted for strengthening dual foci engagement that further generates brand equity. Originality/value Customer brand engagement and brand community engagement had been studied separately in literature ignoring the fact that brand is the raison d’etre of the community. Taking a dual object engagement perspective, this study has charted out different routes of how to generate brand equity using online brand communities.
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Dissertations / Theses on the topic "Internet brand equity"

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Rios, Rosa Elvira, and rosariosq@hotmail com. "Sources and antecedents of brand equity for online companies." RMIT University. Management, 2008. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080721.120726.

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The area of Brand Equity has received considerable attention during the past twenty years. The importance of a brand emanates from the fact that brand recognition and positive associations with it create value for companies and consumers. This value is called Brand Equity and translates into monetary value. Until now, there is scant research on brand equity for online retailers to test whether theoretical frameworks developed for offline companies apply to online businesses. The study is an attempt to bridge this gap by developing and testing a comprehensive brand equity model with selected drivers (customer support and a mix of functionality and fulfilment marketing efforts) and sources (awareness, association of value and trust, and loyalty) of brand equity. Grounded in a traditional offline consumer-based brand equity framework, a research model (at the aggregate level) for assessing brand equity of online companies is developed and tested using structural equation modelling (SEM). Several key findings are reported: First, a measurement model based on dimensions of awareness, associations of value and trust, and attitudinal loyalty seem to fit the data well. Measures have adequate reliability, convergent and discriminant validity. Secondly, from the SEM application, only value association and loyalty are potent determinants of brand equity. Third, awareness, trust and value associations contribute indirectly to create brand equity. Fourth, the hierarchical hypothesized relationships between the sources of brand equity are confirmed. The final best-fitting (calibrating) model derived from the subjects that had bought from the online businesses under study was validated across a sample of subjects. Simultaneous model comparison using structural equation (by means of Chi square difference) confirms the tenability of the calibrating model. To test for the probability than an incorrect model will be rejected, power analysis was calculated. The results indicate that the likelihood of rejecting the hypothesis of exact and close fit equals 1.0. The second phase of the study involved brand analysis at the individual level. According to the calculations Amazon obtains slightly higher brand equity than eBay and puts it in first place, eBay is in second place, followed by Dell in third. CDNow is the worst performer and obtains consumer-based brand equity below average. The study offers contributions to both academia and business in several ways.
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Sizikova, Evelina. "Social Media- A New Instrument to Influence Brand Value." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-125069.

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With the rising power of Internet and especially social media which includes different communities, blogs, portals(1) , etc., nowadays brand value, - its creation and control, is not in the hands of the companies anymore, but is shifted to the consumers. One aim of this paper is to investigate and try to prove the existence of social media influence on brand value. Another goal is to introduce a different vision of brand value in connection with Internet and the rise of social media's influence on consumer's minds. For the purpose of this research the terms brand value and brand equity would bear equal meanings. My theory, which I would like to introduce, was borrowed from biology and physics, namely from I.P. Pavlov's studies and his conditioned reflex theory(2) and the physics part is based on the dispersion of light theory which was first introduced, as we know, by Isaak Newton(3). I dare to say, that nowadays creation of brand value in consumer minds works the same way. When someone, man or woman, hears a brand name, a picture and a feeling, either positive or negative is immediately formed in the person's mind from personal experience with this brand. If not, then the brand is an unfamiliar one, thus we have to rely on a provided opinion, which was previously usually conveyed to us by family, relatives and close friends while recently, also by our growing virtual community. At the beginning of the thesis, I will present the theoretical background and data on World Wide Web and social media, followed by a concise description of some of the existing brand equity models, afterwards introducing my own vision on significant brand value components, elaborating on this theory with the help of relevant case studies and researches. Brand equity has generally been defined as "a brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands"(4). Further on in the second chapter I will bring together more definitions on brand equity/value to be able to propose a modified one, components of which will be discussed thoroughly in the same chapter. The main goal of my Master Thesis is to analyze the existence of a dependency between social media and brand value. A second goal is to assess whether the impact is a positive or a negative one or is a mixture of both.
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Hallgren, Joseph, Kristján Sigurbjörnsson, and Jr Twan Black. "The Relationship Between Brand Related UGC and CBBE : An Internet Meme Experiment." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76001.

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Background: The modern day era of the Internet gave birth to the growing phenomenon of Internet memes (IM), a type of online user generated content (UGC) (Gangadharbatla, 2008). Now marketers have begun researching the relationship between UGC and consumer based brand equity (CBBE) (Christodoulides et.al, 2012; Rachna and Khajuria, 2017). The problem discussion presents the issue of the diminishing control of brand equity due to the rise of UGC and lack of research on how to manage its influence (Morrison et al., 2013). Leading to the purpose of this thesis, which is to determine the impact Internet memes have on consumer based brand equity. Literature: The review presents two leading contributors to the field, Aaker’s (1991) framework on the different dimensions of CBBE and Keller’s (1993) definition of the concept. In addition recent studies on UGC and brand equity provided the basis for hypothesis development. Method: This thesis assumed a deductive research approach, developing the hypothesis from current literature in the field. A quantitative study, that utilized an explanatory research approach, because it best suited the experimental design. As for the data collection method, surveys were considered (Saunders et al., 2016), which the authors designed as a self-completion questionnaire and pre-tested (Bryman and Bell, 2015). Convenience sampling was chosen to select participants (Hernon, 2004). Construct and content validity was used along with homogeneity and stability to control reliability and measure the quality of research instruments (Bryman and Bell, 2015). SPSS version 25 was used to conduct all statistical analyses. Results: Four hypotheses were developed, to measure the effect of the independent variable IM on each of the four CBBE dimensions. To summarize, three of the hypothesis (H1, H3 and H4) were rejected as the difference in the means are not significant enough and can be explained by chance. The effect on brand association (H2) was however found to be significant therefore H2 was accepted.
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Fonseca, Aldair Almeida. "A internet como meio para gerar valor à marca." Pontifícia Universidade Católica de São Paulo, 2011. https://tede2.pucsp.br/handle/handle/1010.

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Made available in DSpace on 2016-04-25T16:44:25Z (GMT). No. of bitstreams: 1 Aldair Almeida Fonseca.pdf: 3183130 bytes, checksum: aa08ff6e8f0e5605239a78579f27a8c6 (MD5) Previous issue date: 2011-10-20
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In regards to the importance of branding and the value of management to contemporary organizations and the relevance of the Internet on the world stage, this study aims to understand how the Internet can be used as a mean to generate value to the brand in addition to understanding how Social Media (social networking, virtual communities, blogs and forums), sites other than Google Adwords, Adsense and Analytics can be useful in creating value for brands and how these features can influence the perception of value by consumers. This study was developed through qualitative research. The bibliographic review on the brand value was based on the concepts of Aaker (1998, 2007) and Keller (2006), as these authors support the line taken in this project that the brand value lies in its positioning in the minds of consumers , as is, the quota that the brand occupies in the consumers' mind , on the issue Internet, we used bibliographic concepts present in Castells (1999, 2001) as well as articles and specialized sites that deal with the issue. The field research was developed through case study, and to ensure the reliability of the survey, we used the case study protocol based on the model proposed by Yin (2001). To answer questions presented a research was made on a study of a single case in a company specializing in the development and improvement of online marketing, where a survey was conducted through exploratory approach of open questions in order to investigate how this company through the means of Internet adds value to your brand, and thus present results that demonstrate the relevance of the Internet as a creator of value. The main conclusions of this study indicate that the Internet and its resources are a key resource for the generation of value for contemporary companies in the current scenario, the increased importance of the Internet shows that companies need to understand and leverage the resources available on it to obtain consistent results and perennials
Em função da importância das marcas e do gerenciamento do seu valor para as organizações contemporâneas e da relevância da Internet no cenário mundial, esse estudo tem por objetivo entender como a Internet pode ser usada como meio para gerar valor à marca além de compreender como as mídias sociais (rede sociais, comunidades virtuais, blogs e fóruns), sites além do Google Adwords, Adsense e Analytics podem ser úteis na criação de valor para as marcas e como esses recursos podem influenciar na percepção de valor por parte dos consumidores. O estudo foi desenvolvido por meio de pesquisa qualitativa. A revisão da literatura sobre o valor da marca foi pautada nos conceitos de Aaker (1998, 2007) e Keller (2006), pois esses autores defendem a linha seguida nesse projeto de que o valor da marca reside no seu posicionamento na mente dos consumidores, ou seja, na cota que a marca ocupa na mente do consumidor . Com relação ao tema Internet e mídias sociais, utilizou-se como base bibliográfica os conceitos presente em Castells (1999, 2001) e Cardoso (1998) além de artigos e sites especializados que tratam do tema. A pesquisa de campo foi desenvolvida por meio de estudo de caso, e para garantir a confiabilidade da pesquisa, utilizou-se o protocolo de estudo de casos baseado no modelo proposto por Yin (2001). Para dar respostas às indagações apresentadas foi realizado um estudo de caso único em uma empresa especializada no desenvolvimento e aprimoramento de marketing online, onde foi realizada uma pesquisa exploratória por meio da abordagem de questões abertas com o objetivo de investigar como essa empresa através dos meios da Internet gera valor para sua marca, e dessa forma, apresentar resultados que demonstrem a relevância da Internet como geradora de valor. As principais conclusões desse estudo apontam que a Internet e seus meios são um recurso fundamental para a geração de valor para as empresas contemporâneas no cenário atual. O aumento da relevância da Internet demonstra que as empresas necessitam entender e potencializar os recursos disponíveis nessa mídia para obtenção de resultados consistentes e perenes
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Ho, Ka-yan, and 何嘉恩. "The effects of trialability and personalization on the development of consumer-based service brand equity via the internet: an empirical investigation of internet banking service." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2004. http://hub.hku.hk/bib/B29297217.

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Promsopee, Issaree, and Minmanta Thanaphonpavee. "Digital marketing’s impact on customers’ perspective towards brand : Case study of Blackberry on Facebook." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12625.

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Carme, Anna, Jesper Benon, and Marianne Pantzar. "Transferring Brand Value : from a traditional channel to a digital platform." Thesis, Jönköping University, Jönköping International Business School, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-5.

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As technology continues to affect the business sector, many companies have been faced with the nesessity of transformation. Adapting to a new, more Internet based society im-plies that companies are venturing into new market channels to get their products or ser-vices out to the consumers. Simultaneously as many companies are digitalizing, they are also launching or planning to launch brand extensions. Combining the two phenomenon’s we get a corporate situation that is vaguely explored, namely how a brand extension be-tween market channels work. Further more, how can value be transferred in this process?

The purpose of this thesis is to further investigate the phenomenon described above and to gain more understanding about the new situation. Therefore, the authors have chosen to conduct an empirical investigation exploring how a company can transfer brand value to a new online product or service. This was done in cooperation with the company Eniro that recently have focused their efforts from their traditional printed market channel into a digital brand extension. During the study 15 in-depth interviews with small to medium sized companies were performed, and backed up with complementary communication with managers at Eniro. Four research questions were formulated to serve as a read thread throughout the work. The main aim was to evaluate brand equity of the traditional product to then compare if this brand equity had been transferred to the new online extension.

After having performed the in depth interviews with representatives from the various companies, the authors could conclude that the original product of the printed directory with the company/person Gula Sidorna held stronger brand equity than the online exten-sion despite the company’s effort to promote the extension. The authors believe the rea-sons for this could be that during the process of extending the brand, some strategic deci-sions were made that did not enable the parent brand value to be transferred to the new extension. There were however value in the new extension in terms of simplicity and speed. Being able to quickly respond to the new and dynamic market where speed to market can be an important advantage was part of the positive associations for eniro.se. In the discussion regarding the main issue of transferring brand value to a digital platform the authors found that one of the most vital aspects is having clear communication within the organisation, sending out a clear message in marketing activities, not forgetting to emphasize reliability and stability to ensure that people in all ages feel inclined to use the digital product.

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Ghoulami, Heja, and Peter Lindblom. "Ett klick ifrån ett varumärke? : En studie kring hur svenska mikroföretag bygger upp sina varumärken på Internet." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-46159.

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Nya möjligheter leder till nya utmaningar. I takt med att privatpersoners användande av Internet ökat explosionsartat, har även företagens närvaro ökat markant. Företagen ser möjligheter då kostnaden för marknadsföring och varumärkesbyggande on-line ofta är lägre än att gå via de mer traditionella media kanaler. Internets natur gällande kommunikation ger företagen en möjlighet till att närma sig konsumenterna och bygga en relation till dem. Studien ämnar skapa förståelse för hur svenska mikroföretag inom mode använder nya mediekanaler för att bygga upp sina respektive varumärken. Således utfördes ett förståelseinriktat arbete där den empiriska basen består av fyra stycken semistrukturerade intervjuer med tre mikroföretag samt en med en PR- konsult. Där till består arbetet av en teoretisk referensram som behandlar Internet, sociala medier, varumärkesteori, varumärkeskapital och slutligen kommunikationsteori. Studien vittnar om att företag idag aktivt och framgångsrikt kan använda Internet som en del i sitt varumärkesbyggande. Att företagen använder sig av en mängd olika kanaler så som Facebook, bloggar, modebloggar, Newsletters, Twitter etc. för att nå till konsumenter samt att bygga en relation till dem. Men också att detta arbete inte är helt oproblematiskt, då risker uppkommer om arbetet utförs felaktigt.
New opportunities lead to new challenges. As the private usage of the Internet has grown so has the commercial. Companies now get the opportunity to build their brands on-line at a lower cost compared to traditional media. Internets nature enables two- way communication, which companies can use when they try to close in at the customers and to build relationships with them. This study aims to create understanding of how Swedish micro companies in the fashion industry uses these new media channels when they are building their company brands. Thus we performed an understanding-oriented study were the empiric foundation rests on four semi- constructed interviews. Three of these interviews were with Swedish micro companies and one with a PR-Consultant. Beside this, the study consists of a theoretical framework that includes theory about the Internet, social media, brands, brand equity and finally theory regarding communication. The study has shown that companies today can use the Internet as a marketing tool when they are building their company brand. That they use several different media channels on-line such as Facebook, Bloggs, Fashion- blogs, Newsletters, Twitter etc. and that the reason for this is to reach and to build relationships with consumers. But also that this work is not unproblematic and that risks can occur if the work is done in an incorrect way.
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Carhuallanqui, Rashuamán Andrea Juana, and Díaz Flor Mishell Leandro. "Construcción del brand equity a través del social media marketing en Mypes del sector textil confecciones." Bachelor's thesis, PE, 2020. http://hdl.handle.net/20.500.12404/19431.

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El presente trabajo de investigación tiene como objetivo conocer la relación entre el social media marketing y la construcción de brand equity para micros y pequeñas empresas (Mypes) del sector textil confecciones. En efecto, este estudio busca ahondar en el análisis de estudios académicos de relevancia que permitan mejorar la competitividad de las Mypes. La investigación se basó en la revisión de literatura teórica y empírica especializada, encontrándose modelos de social media marketing y brand equity en diferentes industrias y estructuras empresariales para definir un modelo adecuado para el caso de Mypes. Con relación al social media marketing, se emplea el modelo de Kim & Ko (2012) donde las dimensiones más representativas son: personalización, entretenimiento, interacción, tendencia y boca a boca (WOM) al cual se le ha adicionado la dimensión “publicidad” siguiendo las consideraciones de Bilgin (2018). En cuanto al brand equity, los modelos se enfocan en medición y construcción de valor de marca; siendo la perspectiva de construcción de brand equity de Keller (2001) la que resulta de mayor utilidad para el presente estudio. Adicionalmente, el análisis del contexto nacional nos permite resaltar que las Mypes del sector textil confecciones presentan limitaciones que restringen su crecimiento, así como la importancia y necesidad de hacer uso de nuevas tendencias del social media para la generación de marca que también está siendo impulsado por organizaciones públicas y privadas. De la misma manera, se evidenció empresas interesadas en desarrollar estrategias digitales para el impulso de su marca, transformándose en casos de éxito. La principal conclusión fue encontrar modelos que estudian la vinculación entre estos dos conceptos, luego se analizó y adaptó al contexto de una Mype del sector textil confecciones. Estas podrían emplearse para una futura investigación que permita analizar los efectos del social media marketing en la construcción del brand equity a través de las plataformas más apropiadas para este sector.
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Sjöstedt, Joel, and Sofia Agardtson. "Lojalitetskapande genom distribution : Att skapa lojala kundrelationer på en överetablerad konfektionsmarknad." Thesis, Södertörn University College, School of Business Studies, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-743.

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This essay reviews the situation for small actors in the Swedish clothing industry. In this essay we assume that loyalty is a requirement for survival on the competitive clothing market. Four small actors have been analyzed up on theories on loyalty, brand equity, relationship marketing, service marketing, quality, interactive marketing, distribution and value creating activities. The chosen actors are Fifth Avenue Shoe Repair, Boutique Sportif, Jenny Hellström and Ida Sjöstedt. The conclusion of the essay is that it is possible for small actors on the Swedish clothing market to build loyal relationships with their customers. This can be achieved if the right strategic decisions are made. It has been noticed that the Internet seems to make a big difference in the process of communication between companies and their customers.


Denna uppsats har kommit fram till att små företag på den svenska konfektionsmarknaden har goda möjligheter att skapa lojala kundrelationer. Det krävs strategiska beslut för att lyckas. De faktorer som har behandlats är distributionssätt, värdeskapande, kvalitet och varumärkets värde. Analysen konstaterar att de olika undersökningsobjekten värdeskapar på olika sätt. De använder sig av olika distributionsstrategier för att nå ut till sina kunder. Undersökningen visar att ju närmare kunden man värdeskapar och ju mer selektiv man är i sitt val av återförsäljare desto mer lojala kunder vinner man. Undersökningen har visat att hög varumärkeskännedom inte alltid betyder att man har lojala kunder. Den har också visat att egen butik inte är nödvändigt för att skapa trogna och lojala kundrelationer.

Den svenska konfektionsmarknaden har hög tillväxt och en kollaps förutspås. Nya företag verkar under svåra förhållanden och måste skapa lojala kundrelationer för att överleva. Stigande priser på importerade kläder gör att endast de stora kedjorna kan hålla låga priser ut till slutkund. Detta påverkar de mindre aktörerna då de inte har samma stordriftsfördelar. Ökade krav från kunderna gör att företagen verkar under hård press och de måste bemöta kundernas allt högre förväntningar.

Undersökningen har genomförts med en deduktiv ansats. Studierna är utförda med kvantitativa och kvalitativa metoder i form av enkätfrågor och intervjuer. Dessa har genomförts med företagens kunder respektive ledning. Kundundersökning har genomförts med ett sannolikhetsurval. Fyra mindre aktörer som verkar på den svenska konfektionsmarknaden har valts ut och undersökts. Företagen är Fifth Avenue Shoe Repair, Boutique Sportif, Jenny Hellström och Ida Sjöstedt.

De teorier som uppsatsen behandlar är;

· Mogen marknad

· Lojalitet

· Värdeskapande

· Distribution

· Tjänstemarknadsföring

· Interaktiv Marknadsföring

· Kvalitet

· Hävstångeffekten

Det perspektiv som uppsatsen har tagit är;

· Systemtänkande och Relationsmarknadsföring

För att mäta teorier har vi använt oss av;

· Brand Equity

Undersökning har observerat att Internet är en betydande faktor lojalitetsskapande. Det finns en tydlig koppling mellan de som besökt varumärkenas hemsidor och de som handlat av respektive varumärke.

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Books on the topic "Internet brand equity"

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Behre, Sebastian. Einfluss Von Neuen Medien Auf Die Brand Equity: Mobile Applikationen und Ihre Wirkung Auf Ausgewaehlte Dimensionen der Markenstaerke. Lang GmbH, Internationaler Verlag der Wissenschaften, Peter, 2013.

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Book chapters on the topic "Internet brand equity"

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Merz, G. Russell. "A Brand Equity Model for an Internet Portal Website." In Advances in Advertising Research (Vol. III), 137–52. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4291-3_11.

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Erkan, Ismail, Mehmet Gokerik, and Fulya Acikgoz. "The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity." In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy, 442–62. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6307-5.ch019.

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The advent of Facebook brought a new aspect for advertising since it allows ads to reach more targeted users on the internet. However, although the ads on Facebook have been found influential on consumers' purchase intentions, the possible impacts on brands have been relatively neglected. The purpose of this research is therefore to investigate the impacts of Facebook ads on brand image, brand awareness, and brand equity. With this purpose, a conceptual model was developed based on the advertising value model (AVM). The research model was tested by means of structural equation modelling (SEM) with the help of surveys applied for 194 university students. The results support the proposed model and confirm that Facebook ads play an important role on brand image, brand awareness, and brand equity. Theoretical and practical implications are discussed.
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Erkan, Ismail, Mehmet Gokerik, and Fulya Acikgoz. "The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 647–67. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch033.

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The advent of Facebook brought a new aspect for advertising since it allows ads to reach more targeted users on the internet. However, although the ads on Facebook have been found influential on consumers' purchase intentions, the possible impacts on brands have been relatively neglected. The purpose of this research is therefore to investigate the impacts of Facebook ads on brand image, brand awareness, and brand equity. With this purpose, a conceptual model was developed based on the advertising value model (AVM). The research model was tested by means of structural equation modelling (SEM) with the help of surveys applied for 194 university students. The results support the proposed model and confirm that Facebook ads play an important role on brand image, brand awareness, and brand equity. Theoretical and practical implications are discussed.
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Abdul-Talib, Asmat Nizam, and Sana Arshad. "Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions." In Handbook of Research on Technology Applications for Effective Customer Engagement, 66–75. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4772-4.ch005.

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The internet has presented marketers with diverse methods to interact with their target market, and viral marketing is one of those low-cost methods. The purpose of this study is to explore how viral marketing impacts purchase intentions through customer-based brand equity (CBBE) on the basis of models proposed by Aaker and Keller. Social media is one of the essential indicators that influence customers to purchase intensions. However, brand loyalty, one of the important components of CBBE, is studied in terms of customers' purchase intentions. This study focuses on identifying the role of viral marketing in developing positive brand equity in customers' mindsets. A comparison of previous and present CBBE models are also presented in this study.
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Roberts, Mary L. "Interactive Brand Experience." In Advances in Electronic Marketing, 103–21. IGI Global, 2005. http://dx.doi.org/10.4018/978-1-59140-321-0.ch006.

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E-marketing has evolved from an environment that was solely direct response to one that includes significant opportunities for brand development. Internet marketing uses a rich set of tools to create exceptional customer experience that results in strong relationships with the brand. Off-line tools like elements of the brand and image-building promotional programs are as important as ever in building brand equity. To those have been added online tools, including personalization, customization, cocreation, purchase-process streamlining, self-service, brand community, rich media, product self-design tools, and dynamic pricing. This gives the marketer a rich choiceboard of off-line and online techniques from which to select the most appropriate for the brand and any given promotional activity. The challenges are to select the most effective tools and then to execute flawlessly and seamlessly at all customer touchpoints to achieve the desired quality of customer experience.
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Engizek, Nil. "Augmented Reality and Its Relationship With Customer Experience in Retailing." In Insights, Innovation, and Analytics for Optimal Customer Engagement, 1–24. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3919-4.ch001.

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Today, traditional retailers have been faced with tough competition mainly because of the internet and online shopping. There is no doubt that online shopping is increasing all around the world, even in the developing countries. Although it is said that internet has a pressure on companies to decrease their price, up to date studies showed the opposite way. In other words, people do not buy from the internet because of just low price; branding is still the most important criteria for people. Because of this, companies have started making investment on digital branding. Of course, the logical point behind the branding is still same, but the tools they use to create high brand equity are different. With the help of technology, firms, especially those who have online selling via their websites, generate different vehicles to differentiate their selves from competitors, and give their customers a unique online experience. One of the vehicles that they use nowadays is augmented reality.
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O'Reilly, Kelley A., Brett M. Kelley, and Karen M. Lancendorfer. "Leveraging Virtual Communities to Enhance Brand Equity." In Entrepreneurship, Collaboration, and Innovation in the Modern Business Era, 136–50. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5014-3.ch007.

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This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.
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O'Reilly, Kelley A., Brett M. Kelley, and Karen M. Lancendorfer. "Leveraging Virtual Communities to Enhance Brand Equity." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 1256–70. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch062.

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This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.
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O'Reilly, Kelley, and Karen M. Lancendorfer. "Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity." In Integrating Social Media into Business Practice, Applications, Management, and Models, 56–77. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6182-0.ch004.

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This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.
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O'Reilly, Kelley, and Karen M. Lancendorfer. "Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity." In Marketing and Consumer Behavior, 2135–56. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch105.

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This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.
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Conference papers on the topic "Internet brand equity"

1

Ziwei Luo and Haiying Wei. "An empirical study on the formation mechanism of internet brand equity." In 2011 2nd International Conference on Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC). IEEE, 2011. http://dx.doi.org/10.1109/aimsec.2011.6010432.

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Pradiatiningtyas, Diah, and Angela Sari. "The Impact Analysis of the English Brand and Brand Equity in Y-Generation Selection of the E-commerce." In International Conference of Science and Technology for the Internet of Things. EAI, 2019. http://dx.doi.org/10.4108/eai.19-10-2018.2281284.

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Buhaljoti, Ana. "An empirical evaluation of customer-based brand equity of Internet Service Providers (ISPs) in Albania." In University for Business and Technology International Conference. Pristina, Kosovo: University for Business and Technology, 2015. http://dx.doi.org/10.33107/ubt-ic.2015.18.

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Albrecht, Carmen-Maria, and Pietro Häger. "HOW TO OFFER LUXURY PRODUCTS ON THE INTERNET: THE INFLUENCE OF ONLINE ASSORTMENT DECISIONS AND ONLINE PURCHASE OPTIONS ON BRAND EQUITY." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.02.05.01.

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Gali, Sumarni Karurukan Andi, Fridawaty Rivai, and Ridwan. "Brand Equity Effect on Service Reutilization Interest of Inpatient Installation of Ibnu Sina Hospital, Makassar in 2015." In the International Conference. New York, New York, USA: ACM Press, 2018. http://dx.doi.org/10.1145/3242789.3242807.

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Hedrick, John, Steve Fritz, Michael Jaczola, and Harold Holmes. "Diesel Particulate Filter Retrofit Screening Tests on a 1500 kW Gen Set Locomotive." In ASME 2012 Internal Combustion Engine Division Spring Technical Conference. American Society of Mechanical Engineers, 2012. http://dx.doi.org/10.1115/ices2012-81195.

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One of the California Air Resources Board’s highest priorities is to reduce NOx and PM emissions from diesel engines. To support this goal, this project evaluated two different brands of experimental diesel particulate filters (DPF’s) on a 1,500 kW GenSet Switcher locomotives to determine their efficiency at reducing PM for this application. The locomotive used for these tests was UPY2737, an NREC Model 3GS-21B Ultra Low Emissions Locomotive (ULEL) originally manufactured in 2007. This is one of 70 of this type of locomotive operating in California. These locomotives are powered by three EPA Tier 3 nonroad, 522 kW, diesel engine driven generator sets. Upon receipt, the locomotive was baseline emission tested and the results were provided to two DPF system suppliers. Experimental DPF’s provided by these suppliers were then installed and tested using only one of the three engine-gen sets. The experimental DPF provided by Supplier “A” reduced PM emissions by 92 percent from baseline switch cycle levels, or 77 percent below the US EPA Tier 4 locomotive PM emission limit. Additionally this system essentially did not change the NOX emissions and cycle weighted fuel consumption from the engine. The experimental DPF provided by Supplier “B” also showed no significant change in the switch cycle weighted fuel consumption and NOX emission and reduced the PM emissions by 88 percent, which is 63 percent below the Tier 4 locomotive PM emissions limit. Based on these successful screening test results, projects are underway to equip all three engines with production intent retrofit DPF systems on two revenue service locomotives, one for each of the two DPF suppliers.
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