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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Lim, Ji Won, Zhang Qi Yuan, Ra Gyung Lee, and Jin Yong Park. "The Effect of Retailer Brand Equity on Attitude toward Private Brand of Internet Shopping Mall." Journal of Distribution and Logistics 4, no. 1 (June 30, 2017): 37–60. http://dx.doi.org/10.22321/jdl2017040103.
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Loureiro, Sandra Maria Correia. "THE EFFECT OF PERCEIVED BENEFITS, TRUST, QUALITY, BRAND AWARENESS/ASSOCIATIONS AND BRAND LOYALTY ON INTERNET BANKING BRAND EQUITY." International Journal of Electronic Commerce Studies 4, no. 2 (December 2013): 139–58. http://dx.doi.org/10.7903/ijecs.1000.
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Pauwels, K., and E. Dans. "Internet marketing the news: Leveraging brand equity from marketplace to marketspace." Journal of Brand Management 8, no. 4 (May 2001): 303–14. http://dx.doi.org/10.1057/palgrave.bm.2540030.
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Kinanti, Syafira Putri, and Berlian Primadani Satria Putri, S.I.Kom.,M.Si. "Pengaruh Media Sosial Instagram @Zapcoid Terhadap Brand Equity Zap Clinic." Jurnal Komunikasi 9, no. 1 (August 9, 2017): 53. http://dx.doi.org/10.24912/jk.v9i1.164.
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Technological development has provided to our generation an easier life in terms of connecting to each other with the blurring boundaries of time and place. According to a survey conducted by wearesocial.com in 2016, 79.0 million out of 88.1 million Internet users in Indonesia are active social media users. Therefore, there has been an increasing number of companies making use of social media to market their products, including ZAP Clinic. Along with the use of social media by ZAP Clinic, the brand equity of the company has become stronger as signified by the company being selected as TOP Brand Award 2016 for the first time. This research aims at understanding to what extent Instagram, as a social media, influences the brand equity of ZAP Clinic, through the company’s Instagram account @zapcoid. This research used quantitative method with explanatory research as its type of research. The data was collected through online questionnaires that were spread via direct messages to Instagram followers of @zapcoid that had done any treament at ZAP Clinic. Sample used in this research amount a hundred. The sampling technique was purposive, while the analysis technique was simple linear regression with the use of Statistical Package for Social Sciences (SPSS). This research demosntrates that social media (X) significantly influences the equity of a brand for 0.621 or 62.1%, while the remnant 37.9% is the contribution of other variables that were not assessed. Perkembangan teknologi internet di kehidupan manusia mempermudah komunikasi tanpa batas jarak dan waktu. Menurut survei yang dilakukan oleh wearesocial.com pada tahun 2016 dari 88.1 juta pengguna internet di Indonesia 79.0 juta merupakan pengguna aktif media sosial. Oleh karena itu banyak perusahaan yang memanfaatkan media sosial sebagai alat komunikasi pemasarannya, salah satunya adalah ZAP Clinic. Seiring dengan peningkatan kualitas media sosial yang dilakukan, brand equity ZAP Clinic pun semakin kuat yang ditandai oleh terpilihnya ZAP Clinic dalam TOP Brand Award 2016 untuk pertama kalinya. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh media sosial instagram @zapcoid terhadap brand equity ZAP Clinic. Metode penelitian yang digunakan adalah metode kuantitatif dengan jenis penelitian explanatory research. Pengumpulan data dalam bentuk kuesioner yang disebar secara online melalui direct message kepada followers akun instagram @zapcoid dan pernah melakukan treatment di ZAP Clinic. Sampel yang digunakan pada penelitian ini berjumlah 100 responden. Teknik sampling yang digunakan adalah purposive sampling. Teknik analisis data menggunakan analisis regresi linear sederhana dan dengan menggunakan aplikasi Statistical Package for Social Sciences (SPSS). Berdasarkan hasil analisis data dapat diketahui bahwa media sosial (X) berpengaruh signifikan terhadap brand equity sebesar 0,621 atau 62,1%, sedangkan sisanya sebesar 37,9% lainnya merupakan kontribusi variabel lain yang tidak diteliti.
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TOBING, Rudy P., SURO SO, Rizal Edy HALIM, and Gunawan ALIF. "Relationship Brand Orientation and Internal Brand Equity at Internet Service Providers: An Organization Change Readiness Effect." Journal of Asian Finance, Economics and Business 7, no. 2 (February 28, 2020): 181–93. http://dx.doi.org/10.13106/jafeb.2020.vol7.no2.181.
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Sitompul, Yandri Rezziansyah, Nisrul Irawati, and Rulianda Purnomo Wibowo. "Analysis of Role of Digital Marketing to Improve Brand Image through Brand Equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan." International Journal of Research and Review 8, no. 8 (August 29, 2021): 696–703. http://dx.doi.org/10.52403/ijrr.20210892.
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Digital marketing is a marketing process that utilizes online channels (internet) to introduce, educate, branding and also establish communication with customers and the form of online channels can be in the form of websites or applications on mobile phones. The formulation of the problem in this study are: (1) Does Digital Marketing affect the formation of Brand Image at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan; (2) Does Digital Marketing affect the establishment of Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (3) Does brand equity affect the formation of brand image in PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (4) Does Digital Marketing affect the formation of Brand Image through Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan. The type of research used in this study is a descriptive method with a correlational type using a quantitative approach, using two types of data collection, namely secondary data and primary data by taking a sample of 130 respondents, which is carried out by testing the validity and. reliability test, and using data analysis methods, namely descriptive analysis and Structural Equation Model - Partial Least Square. The results show that (1) Digital Marketing has a positive and significant effect on Brand Image, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand image can be understood and remembered by the public or customers who transact using pawn services; (2) Digital Marketing has a positive and significant effect on Brand Equity, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand equity can be accepted and easily remembered by the public or customers who transact using pawn services based on marketing and financial activities; (3) partially the Brand Equity variable has a positive and significant influence on Brand Image, in the sense that if customers are interested in the digital Pegadaian brand at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, the brand image of the product will also increase; (4) the digital marketing variable (X) has a simultaneous effect on brand image (Y) through brand equity (Z), where the original sample value (Original Sample) is 0.244, the t-statistic value is 4.955 and the p-values is 0.000, then the brand equity variable (Z) is able to mediate the relationship of digital marketing variable (X) to brand image (Y). Keywords: Digital Marketing, Brand Image, Brand Equity.
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Brogi, Stefano, Armando Calabrese, Domenico Campisi, Guendalina Capece, Roberta Costa, and Francesca Di Pillo. "The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry." International Journal of Engineering Business Management 5 (January 1, 2013): 32. http://dx.doi.org/10.5772/56854.
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Quoting the fashion genius Coco Chanel: “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” This is even more true today than it was back then. Indeed, Web 2.0 technologies have made luxury fashion more accessible to everyone. Nowadays, consumers can instantly access a wide variety of fashion goods on the Internet and share brand experiences with other consumers. In this scenario, Online Brand Communities (OBCs) allow fashion customers to communicate with each other without any restrictions of time and place. For this reason, OBCs are viewed by fashion marketers as powerful instruments to influence customers' purchasing behaviour. The aim of the current study is to analyse the effects of OBC dynamics on brand equity. The proposed research model is applied to eight spontaneous OBCs of the luxury fashion industry.
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Dens, Nathalie, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs, and David Martens. "How consumers’ media usage creates synergy in advertising campaigns." International Journal of Market Research 60, no. 3 (January 12, 2018): 268–87. http://dx.doi.org/10.1177/1470785317751333.
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This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers’ media usage. MAM allows to derive optimal media mixes that can be different for different types of media users. The authors provide a proof of concept by analyzing 46,852 responses to 92 beauty care advertising campaigns from 10,972 respondents from the Netherlands, Belgium, Finland, and Hungary and demonstrating the impact of consumers’ combined magazine, television, and Internet usage (i.e., how intensively they use media overall and the relative proportion of each individual medium) on their campaign-evoked brand interest, perceived brand equity, and purchase intention for advertised brands. The results suggest that different patterns of consumer media usage result in different responses to advertising campaigns.
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Buwono, Ringgo Ismoyo, Garnet Filemon, Tri Wisudawati, and Wahyu Adhi Saputro. "THE EFFECT OF CUSTOMER SATISFACTION AND BRAND EQUITY ON THE INTEREST IN REPURCHASING SUGAR." Airlangga Journal of Innovation Management 2, no. 1 (July 2, 2021): 29. http://dx.doi.org/10.20473/ajim.v2i1.26627.
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Currently, the consumer goods business in Indonesia is very strict, including for sugar products. Until now, sugar products cannot be fully replaced by other products. The purpose of this study was to determine the effect of customer satisfaction and brand equity on the interest in repurchasing sugar products. This study used a descriptive analytic method using two data sources, namely primary data and secondary data. Primary data obtained by interviewing consumers who consume sugar as many as 60 people. Secondary data obtained from data sourced on the internet, books, journals and other sources deemed relevant. Analysis of the data used in this study is multiple linear regression with the dependent variable repurchase interest and two independent variables, namely customer satisfaction and brand equity. Based on the research results, it is known that the significance value of the F test is 0.000 so that the value is less than 5% alpha. Thus it can be said together that the variables of customer satisfaction and brand equity have an effect on the interest in repurchasing sugar. Based on the results of the t-test, it can be seen that the variable X1 (customer satisfaction) has a significance value of 0.0007 so that the value is less than alpha 0.05 in other words that the variable X1 (customer satisfaction) affects the interest in repurchasing. Variable X2 (brand equity) has a significance value of 0.0317 so that the value is less than alpha 0.05, in other words that the X2 variable (brand equity) affects the dependent variable repurchase interest.
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Putra, Bagus Kristanto. "Marketing Characteristics Through Social Media That Are Able To Produce Brand Equity And Consumer Response Through Consumer Interest." SISFORMA 8, no. 1 (May 10, 2021): 30. http://dx.doi.org/10.24167/sisforma.v8i1.2916.
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The internet is not a strange thing in people's lives, now with the internet, it is easier for people to communicate between regions and between countries. Internet, which stands for inter and networking, is a collection of computer networks and various types that communicate with each other using a communication standard. The method used in this literature search is the systematic literature review (SLR) method. By using this method, researchers can carry out systematic reviews and journal identification in which each process follows the steps that have been determined. Based on the results of the review search for the article above, the researcher can conclude: (1) there are so many articles about the characteristics of good social media, and affect many factors so that researchers find many new problems that are interesting to research. (2) Some articles state that the main characteristics that must be owned are attractive and customization so that it can affect the brand equity of a brand.
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Radpour, Reyhane, and Ali Reza Honarvar. "Impact of Social Networks on Brand Value Based on Customer Behavior Using Structural Equations." International Journal of Customer Relationship Marketing and Management 9, no. 3 (July 2018): 50–67. http://dx.doi.org/10.4018/ijcrmm.2018070104.
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One of the most influential services provided on the internet is an online social networking site. With increasing competition in global and regional markets, having a brand is not a choice, but an inevitable necessity that in the case of negligence, there could be a reduction in the product market. The present article examines the impact of social network marketing on the creation of customer-specific brand value. In this article, 384 people were selected randomly. Data was collected using a social networking and brand equity questionnaire. After collecting the data, a structural equation model of research hypotheses was used, specifically LISREL and SPSS software for data analysis. Findings of the analysis indicate that all aspects of social network marketing are effective in creating a brand-specific brand value for the customer.
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Chau, Patrick Y. K., and Candy K. Y. Ho. "Developing Consumer-Based Service Brand Equity via the Internet: The Role of Personalization and Trialability." Journal of Organizational Computing and Electronic Commerce 18, no. 3 (July 25, 2008): 197–223. http://dx.doi.org/10.1080/10919390802198956.
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Lee, Jong Ho, Jaehyeon Jun, Junsung Park, Joon Woo Yoo, and Heejun Park. "The role of characters featured on digital stickers in forming usage intention: internet-only banks in Korea." Asia Pacific Journal of Marketing and Logistics 33, no. 8 (January 22, 2021): 1743–57. http://dx.doi.org/10.1108/apjml-07-2020-0506.
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PurposeDigital stickers are being used frequently due to a rapid increase in the usage of mobile messenger services. Moreover, characters featured on digital stickers are being used as spokes-characters for brand marketing and advertisements. These characters create positive consumer attitude toward the brand and the brand's product or service.Design/methodology/approachBased on 307 surveys collected in Korea, this paper examines the relationship between the dimensions of the characters and the usage intention of an Internet-only banking service.FindingsResults indicate that unlike conventional spokes-characters, the expertise of sticker characters does not have an influence on usage intention. However, all three dimensions of characters are effective in forming a positive brand equity, and this has a mediating role in enhancing usage intention.Originality/valueCurrent research has brought academic attention to characters featured on digital stickers and have verified their significant role. Moreover, in an Internet-only banking context, branding strategy is an effective way to encourage customers to use services. Theoretical implications are addressed, as are implications for managers who are looking for a character that will execute effective marketing campaigns.
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Nirwana, Aditya, and Etsa Astridya Setiyati. "Perancangan Brand dan Publisitas Padepokan Seni Topeng Asmorobangun untuk Meningkatkan Ekuitas Merek." AKSA: JURNAL DESAIN KOMUNIKASI VISUAL 1, no. 2 (April 20, 2020): 100–117. http://dx.doi.org/10.37505/aksa.v1i2.9.
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Wayang Topeng Malangan is a valuable cultural asset with various potentials for the development of the nation's character, but the many people in Malang are still unaware. Getting to understand the studio is the entrance for the people to understanding Wayang Topeng Malangan, one of which is Padepokan Seni Topeng Asmorobangun. The aim of this research is to obtain a visual marketing communication design in the form of Asmorobangun brand, that can increase brand equity, as well as marketing media that can become a medium of information for Malang city people to understanding Wayang Topeng Malangan. With a customer-based marketing strategy (STP), and marketing mix (4P), the results is is the concept of design in the form of 'millenial', progressive, democratic, popular, which in itself offers value in a more progressive form. With visualizations communicating those positions, it is expected to foster brand equity in the target market of young people (men and women) at 18-25 years old, attend high school or college, be educated, familiar with technology, internet, and popular culture. Visualization of the concept, obtained brand identity such as logo, corporate color, typography, photography, illustrations, and supporting elements, and all of that implemented at ; 1) Poster; 2) Roll Banner; 3) Stationery; 4) Social media advertising; 5) Business Cards; 6) Corporate Identity System (CIS); 2) Site; and 3) Photo Books.
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Matteucci, Victoria. "How can the hospitality industry increase corporate value aligned with sustainable development goals? Case examples from Hilton, Meliá and Sun." Worldwide Hospitality and Tourism Themes 12, no. 5 (August 3, 2020): 509–23. http://dx.doi.org/10.1108/whatt-06-2020-0043.
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Purpose The purpose of this paper is to identify possible benefits hospitality companies may derive from their corporate social responsibility (CSR) commitments and to explore further value opportunities for these organisations through an alternative approach in their selection of sustainable initiatives. Design/methodology/approach This paper uses secondary data collected from publications on corporate websites, accompanied by third-party supporting internet-based evidence, for three contrasting companies as follows: Hilton Worldwide Holdings, Inc. (Hilton), Meliá Hotels International (Meliá) and Sun Limited (Sun). Sustainability endeavours for Goals 8, 12 and 17 are analysed and opportunities for inter-sectoral partnerships and customer-centric experiences are considered for these brands to establish value opportunities. Findings The paper concludes that by integrating sustainable efforts to brand personality, hospitality companies can devise genuine goals, organically incorporating these to the brands’ vision, reinforcing brand equity and creating value, while increasing customer loyalty. Originality/value Three diverse organisations were selected for the study. Hilton and Meliá have a worldwide presence and are headquartered in the USA and Spain, respectively, while the third company, Sun, is a relatively smaller example, with properties located in the region of the Indian Ocean. The contrasting selection and comparison of hospitality companies display different approaches in their United Nations sustainable development goals (UN SDGs) efforts as part of their corporate social responsibility offering an ample perspective. The consideration of brand personality and stakeholder priorities offers alternative criteria for selecting CSR efforts in the hospitality industry.
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Khan, Imran, Zillur Rahman, and Mobin Fatma. "The concept of online corporate brand experience: an empirical assessment." Marketing Intelligence & Planning 34, no. 5 (August 1, 2016): 711–30. http://dx.doi.org/10.1108/mip-01-2016-0007.
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Purpose – The idea of providing superior brand experiences in the growing internet environment has received much research attention in recent years. The purpose of this paper is to empirically examine corporate brand experience concept in an online context (i.e. online corporate brand experience (OCBE)), and to examine its influence on brand satisfaction and brand loyalty. Design/methodology/approach – This study surveys online banking customers to purify and validate the dimensions and measurement items of OCBE, and to test the developed hypothesis. Findings – Results confirmed five dimensions and 19 items of OCBE. The OCBE dimensions – corporate visual identity, emotional experience and functionality are the strongest predictor of brand satisfaction and brand loyalty, compared to lifestyle and corporate/self-identity dimensions. Research limitations/implications – Findings are applicable to online banking only and do not offer generalizability to other online contexts. Furthermore, this study examined the influence of OCBE on brand satisfaction and brand loyalty; future research can incorporate brand equity and brand credibility as the possible outcomes of OCBE. Practical implications – This study will help brand managers to comprehend how investments in different aspects of corporate branding lead to corporate brand value. Originality/value – The empirical examination of the OCBE in banking services is a novel contribution in both corporate branding and services literature. This research conducted at the time when organizations increasingly recognize the value of corporate branding due to increased online usage and global competitiveness.
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Trappey, Charles V., Ai-Che Chang, and Amy J. C. Trappey. "Building an Internet-Based Knowledge Ontology for Trademark Protection." Journal of Global Information Management 29, no. 1 (January 2021): 123–44. http://dx.doi.org/10.4018/jgim.2021010107.
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Global online sales for products, where many are substantially identical or deceptively similar, are the cause of a growing number of trademark (TM) infringement lawsuits. This research proposes an intelligent trademark legal precedent recommendation system to assist trademark owners to find relevant past cases, laws, and judgments to form legal arguments to defend against infringement. Judicial precedent and applicable laws from the USA are used to construct an ontology of trademark litigation knowledge. The ontology is used to analyze potential infringement cases with similar laws and precedents used to resolve previous legal disputes. The analysis provides a basis for proceeding with legal action necessary to protect a company's brand equity when arguing potential trademark infringement. Using the Python programming language, the precedent-based recommendation system provides a means for continuously updating trademark case data and assists TM owners to quickly identify similar cases to support infringement allegations.
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Allan, Mahmoud, and Nafez Nimer Ali. "Employing social media websites and its role in determining the targeted audience for marketing within cloth manufacturing sector in Jordan." Innovative Marketing 13, no. 2 (September 8, 2017): 47–55. http://dx.doi.org/10.21511/im.13(2).2017.05.
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Technology and internet is taking a huge chunk of our lives. Nowadays almost every activity we do can be done through the internet. Organizations are running their business through the means of technology and internet, many successful organization are running their business and managing their marketing plans through the social media website. The current research study seeks to examine the role of employing social media in marketing to reach the targeted audience within cloth manufacturing sector in Jordan. Through employing a questionnaire and distributing it on (444) consumers from different markets, malls and commercial complexes; the results of the study indicated that trust and content are the most influential factors which enable the organization to reach its target audience. However, the study recommends to carry out a research on how an organization can increase the equity of its brand through social media.
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Rahmaddian. "PENGARUH BRAND IMAGE TERHADAP LOYALITAS MEREK, BRAND AWARENESS, PERSEPSI KUALITAS DAN ASSOSIASI MEREK." Journal Ilmu Sosial, Politik dan Pemerintahan 8, no. 1 (January 15, 2021): 1–11. http://dx.doi.org/10.37304/jispar.v8i1.614.
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Perguruan tinggi yang tumbuh kembang banyak diminati di Indonesia karena popularitas dan prestigenya dan berasosiasi perguruan tinggi negeri hanya bagi mereka yang cerdas sehingga persaingan untuk masuk ke PT negeri sangatlah ketat. Diterbitkanya Permendikbud no.24 tahun 2012 tentang penyelenggaraan pendidikan jarak jauh pada Perguruan Tinggi membuka kesempatan dan peluang bagi Perguruan Tinggi lain selain untuk berkompetisi menyelenggarakan pendidikan jarak jauh. Hal ini merupakan tantangan bagi PTJJ yang telah ada. Realita ini mengharuskan PJJ untuk meningkatkan kuantitas dan layanannya. Dalam manajemen pemasaran terdapat berbagai strategi yang dapat diterapkan untuk menjaga siklus daur hidup suatu organisasi dalam menghadapi para pesaing termasuk Universitas Terbuka pendiri PJJ, salah satunya adalah dengan memperhatikan atribut-atribut pada organisasai tersebut.
Tujuan penelitian ini adalah 1) Mengetahui tingkat signifikansi masing-masing elemen dari variabel brand equity, 2) Mengetahui rangkaian program promosi yang sudah dijalankan dalam membentuk image 3) Untuk mengetahui meningkatkan loyalitas pelanggan. Hasil Penelitian dan Kesimpulan serta Saran ini menunjukan adanya H1 Pengaruh Brand Image terhadap BA sebesar 12.745171, , H2 BI berpengaruh signifikan terhadap Asosiasi Berdasarkan nilai t-statistik 10.715180, H3 Brand image berpengaruh signifikan terhadap Kualitas Berdasarkan t-statistik 9.865272,. H4 Pengaruh BI terhadap Loyalitas sebesar 5.646275, nilai diatas lebih besar dari nilai t-tabel 1,98 untuk level signifikan 0.05 (5%). Brand image UT dimata mahasiswa mudah di ingat terutama logo UT namun untuk yang bukan pelanggan tidak tahu mengerti tentang logo tersebut. Loyalitas dari suatu merek merupakan gambaran dari keterkaitan pelanggan dalam sebuah merek, ukuran tersebut dapat mempengaruhi pemikiran konsumen untuk dalam pemilihan produk atau jasa. Brand UT hanya membenak kepada mahsiswa saja perlu di ada inovasi-inovasi untuk dapat memperkenalkan UT sampai kepelosok-pelosok begitu juga brand awareness UT dari sisi layanan yang terkomputerisasi yang banyak mengalami kendala jaringan dan dibutuhkan kerjasama dengan vendor-vendor dibidang IT untuk memperkuat jaringan internet sampai ketingkat pedesaan.
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Majumdar, Ankita. "ROLE OF COLORS IN DESIGN WEB BANNER ADVERTISING: IN THE CONTEXT OF ETHNIC APPAREL." International Journal of Research -GRANTHAALAYAH 2, no. 3SE (December 31, 2014): 1–4. http://dx.doi.org/10.29121/granthaalayah.v2.i3se.2014.3529.
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Since the first banner ad spanned the top of the Hot Wired web site in 1994, and internet advertising expenditures have seen triple digit growth to around three billion dollars per year. Although limited in size to 468 by 60 pixel, banner ads are the main form of advertising on the web and today’s scenario it is one of the most prolific form of marketing used in online world. All companies use them in one form or another because they are an affordable, measurable and effective medium to increase Brand awareness and Brand equity. The web is a colorful place, and there is a lot that can be accomplished by using color in the right way, at the right time, with the right audience, and for the right purpose. Therefore it turns out that color is one of the most exciting things in the world.
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SZALAY, MICHAEL. "Pimps and Pied Pipers: Quality Television in the Age of Its Direct Delivery." Journal of American Studies 49, no. 4 (October 7, 2015): 813–44. http://dx.doi.org/10.1017/s0021875815001759.
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This essay examines the fascination with bodily conversion that characterizes recent HBO programming. Dramas and comedies like True Blood, Veep, Silicon Valley, and True Detective describe human forms in various states of transformation: into a menagerie of supernatural creatures, polling data, digital information and, even, the landscape of the American South. These transformations anticipate and seek to rationalize the exchange of the programs in which they appear into and out of diverse forms of Time Warner brand equity – even as they rehearse anxieties that the network's famed “quality” diminishes in the face of such exchanges. Female characters bear the brunt of this reflexivity; their forcibly contorted and monetized bodies figure the temporary material form assumed by otherwise liquid equity as it moves within Time Warner and, ultimately, over Internet lines and into the viewer's home. The network's famed misogyny is, in this respect, self-conscious and idiosyncratic, and reveals something essential about the incoherence of HBO's parent company at the moment that the network discovers new pathways for the direct distribution of its product.
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Pramudhita, Nabilla Dyah Eka. "The Role of Social Media Marketing Activities to Improve E-Wom and Visit Intention to Indonesia Tourism Destinations through Brand Equity." Jurnal Sekretaris & Administrasi Bisnis (JSAB) 5, no. 1 (February 23, 2021): 17. http://dx.doi.org/10.31104/jsab.v5i1.181.
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The development of technology that continues to grow, one of which is easy internet access enables people to access information from various sources, including social media. Nowadays, social media is not only used privately, but also companies and even government. One of them, the tourism sector in government. The role of social media, especially Instagram, is recognized as the most appropriate promotional media for travelers in Indonesia. Activities held on social media will spur the occurrence of e-wom and visit intention to Indonesian tourist destinations for domestic tourists. E-wom can be positive and negative e-wom. Therefore, the Indonesian Ministry of Tourism uses @Pesonaid_travel to promote Indonesian tourism and also the Pesona Indonesia’s brand used in @Pesonaid_travel.
The purpose of this study is to determine the role of social media marketing activities to increase e-WoM and visit intention through brand equity. This research is a quantitative study, with the type of research used is causality. The population in this study was followers @Pesonaid_travel, totaling 276.000, which was then tested on 400 respondents, using a questionnaire. The data analysis method used is SEM which is processed with the SmartPLS application.
The results of this study indicate that each variable that has an effect The results of this study indicate that every variable that exists gives a positive and significant effect on other variables.
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Abbasi, Ahmed, David Dobolyi, Anthony Vance, and Fatemeh Mariam Zahedi. "The Phishing Funnel Model: A Design Artifact to Predict User Susceptibility to Phishing Websites." Information Systems Research 32, no. 2 (June 2021): 410–36. http://dx.doi.org/10.1287/isre.2020.0973.
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Phishing is a significant security concern for organizations, threatening employees and members of the public. Phishing threats against employees can lead to severe security incidents, whereas those against the public can undermine trust, satisfaction, and brand equity. At the root of the problem is the inability of Internet users to identify phishing attacks even when using anti-phishing tools. We propose the phishing funnel model (PFM), a framework for predicting user susceptibility to phishing websites. PFM incorporates user, threat, and tool-related factors to predict actions during four key stages of the phishing process: visit, browse, consider legitimate, and intention to transact. We evaluated the efficacy of PFM in a 12-month longitudinal field experiment in two organizations involving 1,278 employees and 49,373 phishing interactions. PFM significantly outperformed competing models in terms of its ability to predict user susceptibility to phishing attacks. A follow-up three-month field study revealed that employees using PFM were significantly less likely to interact with phishing threats relative to comparison models and baseline warnings. Results of a cost-benefit analysis suggest that interventions guided by PFM could reduce annual phishing-related costs by nearly $1,900 per employee relative to comparison prediction methods.
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Zhu, Ju, and Mingfang Zhu. "A Study on the Driving Factors of Tourism Destination Brand Equity Based on Internet Sharing Content: A Case Study of Shenzhen Happy Valley." Journal of Service Science and Management 11, no. 06 (2018): 578–89. http://dx.doi.org/10.4236/jssm.2018.116039.
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Ordanini, Andrea, and Gaia Rubera. "Do resources mediate the relationships between the internet and performance in the marketing domain? Testing the role of customer orientation and brand equity." International Journal of Internet Marketing and Advertising 4, no. 1 (2007): 4. http://dx.doi.org/10.1504/ijima.2007.014794.
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Paul, Soumi, Paola Peretti, and Saroj Kumar Datta. "Change of Attitude, Technology and Practice: Identifying the Change for Increased Value Creation with Customer Co-creation." Transnational Marketing Journal 5, no. 1 (May 18, 2017): 70–82. http://dx.doi.org/10.33182/tmj.v5i1.388.
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Building customer relationships and customer equity is the prime concern in today’s business decisions. The emergence of internet, especially social media like Facebook and Twitter, changed traditional marketing thought to a great extent. The importance of customer orientation is reflected in the axiom, “The customer is the king”. A good number of organizations are engaging customers in their new product development activities via social media platforms. Co-creation, a new perspective in which customers are active co-creators of the products they buy and use, is currently challenging the traditional paradigm. The concept of co-creation involving the customer’s knowledge, creativity and judgment to generate value is considered not only an upcoming trend that introduces new products or services but also fitting their need and increasing value for money. Knowledge and innovation are inseparable. Knowledge management competencies and capacities are essential to any organization that aspires to be distinguished and innovative. The present work is an attempt to identify the change in value creation procedure along with one area of business, where co-creation can return significant dividends. It is on extending the brand or brand category through brand extension or line extension. This article, through an in depth literature review analysis, identifies the changes in every perspective of this paradigm shift and it presents a conceptual model of company-customer-brand-based co-creation activity via social media. The main objective is offering an agenda for future research of this emerging trend and ensuring the way to move from theory to practice. The paper acts as a proposal; it allows the organization to go for this change in a large scale and obtain early feedback on the idea presented.
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Luffarelli, Jonathan, Antonios Stamatogiannakis, and Haiyang Yang. "The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity." Journal of Marketing Research 56, no. 1 (December 21, 2018): 89–103. http://dx.doi.org/10.1177/0022243718820548.
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Five studies using a variety of experimental approaches and secondary data sets show that a visual property present in all brand logos—the degree of (a)symmetry—can interact with brand personality to affect brand equity. Specifically, compared with symmetrical logos, asymmetrical logos tend to be more arousing, leading to increased perceptions of excitement. As such, consumers tend to perceive asymmetrical logos as more congruent with brands that have an exciting personality. This can boost consumers’ evaluations and the market’s financial valuations of such brands, a phenomenon referred to as the “visual asymmetry effect.” The studies also show that this interplay between brand personality and logo design occurs only for the personality of excitement and the visual property of asymmetry. These findings add to theories of visual design and branding and offer actionable insights to marketing practitioners.
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ROBUL, Y. V., Y. L. HRINCHENKO, and L. M. ZALUBINSKA. "SOCIAL MEDIA MARKETING INFLUENCE ON BRAND EQUITY AND IMPACT ON INTENTION TO BUY IN FASHION MARKETING." Economic innovations 21, no. 1(70) (March 20, 2019): 146–59. http://dx.doi.org/10.31520/ei.2019.21.1(70).146-159.
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Topicality. Social media and web technologies allow customers to interact and communicate. Companies use social networks to promote their brand information. with the use of technologies Web 2.0 and later companies radically changed marketing processes and switched from interacting with groups of anonymous consumers to targeted interaction with specific consumers, for which it is possible to collect data about advantages, preferences, other purchases, interests and circles of communication. Big brands tend to connect with their customers through social media channels. Social networking sites such as Facebook, Twitter and MySpace, etc., have a significant impact on the lives of customers and their consumer and information experiences. Social media has a direct impact on how people communicate, exchange information, maintain their profiles, and establish relationships with others. Fashion industry is an important and growing element of modern consumer markets. As competition among fashion brands becomes more intense, offering many alternatives to customers, brand prosperity no longer seems to be guaranteed. The importance of managing clients as valuable assets of brands is no longer underlined. In this regard, it is of interest to explore the use of social media marketing tools (SMM) by fashion industry companies.Aim and tasks. The purpose of the article is to describe the peculiarities of using SMM tools industry companies to implement marketing policies by creating and developing brand capital and intent to purchase.Research results. The conceptual principles and purposes of using marketing of social networks for companies of the fashion industry are considered. On the basis of the analysis, it was established that, firstly, SMM activities of fashion brands include five elements; entertainment, interaction, tendency, adjustment and publicity (word of mouth). SMM branding, relies on and promotes values that are different from those of traditional marketing. Second, SMM's customer-perceived activity is important for all brand capital drivers. Since these measures for trendy brands are valid for all engines, they are quite effective. As an integrated marketing environment, SMM's activity effectively increases value capital by providing customers with a new value that is traditionally not available on ordinary media channels. The platforms of social media brands provide customers with the opportunity to establish sincere and friendly links with the brand and other users, so the brand's on-the-go social communications have had a positive impact on equity and equity of the brand.Conclusions. In comparing the influence of three customer equity drivers on purchase intention, value equity, and brand equity, this study found significant positive impacts. The findings of this study not only draw attention to the definition of brand equity capital but also point to opportunities and difficulties in determining future customer behavior. The conceptual foundations, mechanisms, tools and practice of applying SMM are the subject and prospects for further research in this direction.
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Chahal, Hardeep, and Anu Rani. "How trust moderates social media engagement and brand equity." Journal of Research in Interactive Marketing 11, no. 3 (August 14, 2017): 312–35. http://dx.doi.org/10.1108/jrim-10-2016-0104.
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Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity; and finally, to examine the moderating role of trust in SM brand engagement and brand equity relationship. Design/methodology/approach The data were collected from 767 SM users working in multinational corporations of Gurgaon city, using purposive sampling technique. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were undertaken to analyze the data. Findings The paper outcomes indicated SM brand engagement as a bi-dimensional construct comprising information interest and personal interest. Both social factors and consumer-based factors significantly influence customers’ SM brand engagement. Specifically, results depicted that tie-strength and social identity (social factors); and opportunity seeking and product selection (consumer-based factors) strongly influence customers’ SM brand engagement in comparison to other factors. Research limitations/implications The research has two major limitations. First, it is limited to Gen Y only. How older and younger consumers interact with brands via SM can stimulate theoretical development as well as furnish potentially valuable strategic opportunities to brand managers in future research. Second, relationship between SM brand engagement and brand equity is examined using trust as a moderating variable. Thus, the effect of other moderating factors like perceived risk and gender can be investigated in the future. Originality/value The paper makes a maiden attempt to examine the moderating role of trust in the relationship between SM brand engagement and brand equity. It adds value to the marketing literature in the development of SM brand engagement scale for Gen Y.
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Sengupta, Tuhin, and Arunava Ghosh. "Jigsaw Academy: outreaching the analytics market." CASE Journal 14, no. 3 (May 8, 2018): 340–61. http://dx.doi.org/10.1108/tcj-01-2018-0025.
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Synopsis In May 2016, Sarita Digumarti, Chief Operating Officer of Jigsaw Academy in Bengaluru, India, faced a challenging situation. Jigsaw Academy provided online courses in data analytics and Big Data at the beginner, intermediate and advanced levels for students as well as working professionals. It was perceived that plenty of students from premier institutions in India had a high level of theoretical knowledge about the process involved in number crunching and data analysis; however, the hands-on experience on actual business problems or actual data sets was a major limitation with these students. Given the rapid growth of the analytics sector and the limited number of academic institutions offering analytics courses, there was a lack of availability of the right skills in the analytics market. Jigsaw Academy seized this opportunity and started offering relevant courses. All efforts were made to enhance the number of students enrolling for the courses, which in turn resulted in improving its customer base. Realizing the demand of industries for employees skilled in the analytics sector, Jigsaw Academy wanted to grow its brand equity and to achieve this through business to business (B2B) collaborations and/or alliances. However, expansion through B2B has its own challenges. Given the competitive landscape of analytics market, Jigsaw Academy was wondering whether they should opt for B2B channel, and if yes, the question was related to the process of choosing potential B2B partners. Research methodology The authors have collected the data from primary sources as well as secondary sources. Primary sources include field visits and audio-recorded interviews conducted with key departmental heads in the organization. Secondary sources include data retrieved from the company website and the relevant information available about the industry with the assistance of the internet. Except the founder’s name, all other names are disguised to protect the individual’s privacy as per instructions from the founders of Jigsaw Academy. Relevant courses and levels This case can be used at the graduate or MBA level in courses such as entrepreneurship, sales and distribution management, strategic alliances and mergers.
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Cerchia, Rossella Esther, and Katherine Piccolo. "The Ethical Consumer and Codes of Ethics in the Fashion Industry." Laws 8, no. 4 (September 24, 2019): 23. http://dx.doi.org/10.3390/laws8040023.
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Sustainability is a central challenge of the fashion industry. In an era where Internet and social networks allow information to spread quickly, more consumers are familiar with the call for “ethical fashion” as disasters such as Rana Plaza resound worldwide. However, consumers interested in buying “ethical” clothing could have a hard time orienting themselves amongst the abundance of brands claiming to be ethical on the market. Consumers might make purchasing decisions based on their knowledge of a brand. In this context, it is imaginable that corporate social responsibility (CSR) communications, including codes of ethics, could constitute one way a consumer can learn more about a company’s values. These codes may serve a variety of purposes—they are undoubtedly one of the ways a brand communicates its commitment to ethical principles. Indeed, by analyzing the codes of ethics of some of the industry’s well-known brands, it is evident that they primarily focus on employment and workers’ rights (including equality and discrimination issues), labor safety standards, bribery and anti-corruption, counterfeiting and unfair business practices, as well as respect for (and sometimes improvement of) the environment. A company’s code of ethics is also a powerful tool for improving brand image by adopting a code that responds to the issues that consumers care about. It is therefore necessary to distinguish between companies that are truly ethical and those that merely appear so. In order to protect consumer confidence in such documents, a fil rouge across legal systems may be found (although the specific characteristics may vary greatly) in the laws that protect consumers from misleading advertising.
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Jha, Bidyanand. "The Role of Social Media Communication: Empirical Study of Online Purchase Intention of Financial Products." Global Business Review 20, no. 6 (July 31, 2019): 1445–61. http://dx.doi.org/10.1177/0972150919848912.
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Social media provides a virtual workplace/network where people can enjoy expressing their opinions, exchange opinions, disseminate and control messages anywhere and anytime. Marketers are now able to reach consumers and interact with them using social media. The present study investigates the relations between communications on the social network platforms and its effect on the purchase intentions of young consumers towards financial products. Different statistical techniques were used to assess and validate the constructs selected for the study. Subjective content validity (based on structured interviews), reliability tests (using Cronbach’s alpha [α]), exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) for evaluating the factor structure and initial validity were used for the investigation. The findings suggest that user-generated social media communication (UGSMC) such as customer reviews plays an important role in creating positive perception towards online purchase of financial products, thereby impacting the brand attitude (BA) and brand equity. The perception of consumers is built on what they see and hear on social media platforms. There is a positive influence of social media on the online purchase of financial products. Social media influences information at different stages of customer decision-making.
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Cristini, Guido. "Unificazione di insegne e sostituzione della marca commerciale in un gruppo distributivo leader: ricadute di ordine economico, strategico e gestionale." MERCATI & COMPETITIVITÀ, no. 4 (November 2010): 121–44. http://dx.doi.org/10.3280/mc2010-004008.
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Nel processo di concentrazione tra gruppi distributivi a livello nazionale ed internazionale in corso da diversi anni, uno degli aspetti piů ricorsivi č costituito dalla stra- tegia di unificazione delle insegne. Tale strategia si traduce nell'analisi del valore delle insegne acquisite e, di norma, nell'eliminazione di quelle che operano ad una scala dimensionale inferiore e/o che manifestano una brand equity minore. In tale contesto, non č infrequente rilevare come l'obiettivo perseguito dal gruppo distributivo acquisitore sia quello di disporre di un'unica insegna in grado di generare economie di scala non solo esterne (sul versante della contrattualistica con i fornitori), quanto interne (comunicazione, logistica, marketing, etc.), propedeutiche al raggiungimento di gradi piů elevati di efficienza. In realtÀ, in diverse occasione, la cancellazione di una determinata insegna a favore di un'altra si č tradotta, nel breve termine, in una perdita di valore per il gruppo driver, in particolare sul versante delle vendite di marca commerciale in offerta. Nel quadro appena richiamato, obiettivo del presente articolo risulta quello di verificare se i vantaggi derivanti dall'adozione di una marca privata di Gruppo, pur in presenza della storica insegna di canale, risultino superiori a quelli ottenuti disponendo di una private label consolidata, rispondente in termini di immagine a quella caratterizzante la situazione pre-esistente. In particolare, interessa comprendere, se nel processo di cambiamento in atto non solo se il trade off risulti positivo, ma anche se i tempi e le risorse investite nel processo di conversione siano, nel complesso, da considerarsi accettabili per il distributore driver in relazione ai vantaggi raggiunti ex post.
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Paliy, Iryna. "UNIONIQUE MUSIC AS A NEW PHENOMENON OF THE MUSICAL CULTURE: ANSWERING THE MAIN QUESTIONS." Problems of Interaction Between Arts, Pedagogy and the Theory and Practice of Education 55, no. 55 (November 20, 2019): 22–32. http://dx.doi.org/10.34064/khnum1-55.02.
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In this article we will talk about the interaction of music in fundamentally different areas – academic and non-academic, in which there is an interpenetration of musical language elements, expressive means from one sphere to another is happening, and a brand new quality musical material is produced. This new kind of music we call ‘unionique music’, and the aim of this article is to describe the unionique music phenomena, to base and explain its introduction into the musicology’s use, and to define its place in the musical culture. Under the ‘academic music’ is understood the music of the West European classical tradition, under the ‘non-academic’ – such directions as jazz, rock, and folklore (ethnic). Using the method of functional analysis we examine musical compositions on three levels (composition, intonation and timbre). With the advance of internet technologies we now have an easy access to all kinds of different music that is composed in various styles and traditions. Convenience of communication made it possible for representatives of various nations to get acquainted with the musical languages of other ethnic groups and subsequently apply the elements of these languages to their creative work. This gave the ground for the emergence of a variety of musical directions in which interaction with different musical domains takes place. As a result, we now understand that the new paradigm of musical perception consists in the equality of all music types.
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Baltezarević, Ivana, and Radoslav Baltezarević. "The impact of communication in the virtual environment on legal informatics." Megatrend revija 17, no. 4 (2020): 27–40. http://dx.doi.org/10.5937/megrev2004027b.
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Legal informatics is created in the context of the application of computers in law. The study of legal communication has become increasingly interdisciplinary in recent years, and in addition to fields traditionally interested in legal language (such as philosophy and linguistics), this area encompasses other disciplines, such as economics, sociology, anthropology, and psychology. Communication in a virtual environment within legal informatics and the administration of justice faces the challenges posed by globalization, migration and the growing multilingualism in the legal domain, and includes key issues of equality in access to justice in more complex, multicultural societies. Social networks influence different aspects of modern life and have a profound impact on interpersonal communication. They will continue to integrate more and more into the normal human experience and increase the scope of the human communication process. Every traditional communication channel has its obvious advantages and organizations should continue to use it, but the Internet is a channel in continuous development that enjoys great attention and is used by more than one-third of the global population. The emergence and development of techniques provided by the viral marketing strategy, strongly supported and empowered by the development of digital technologies, have given the opportunity to lesser known brands to position themselves in the mind of a large number of consumers. This can be done by creating content that will "reach" to the public and in that way to motivate further transmit of the message, through social networks, about their impressions of the product or service to other family members, friends or colleagues. Social networks, but also the Internet in general, with their rapid development become an inevitable marketing medium that will become an important factor in the business of the companies in the near future. Marketing communication is changing more and more every day in the way it communicates with consumers. By monitoring trends and developing innovative marketing communication techniques on social networks, it is possible to respond to market demands more precisely and better understand and respond to the hidden needs and wishes of consumers. Legal informatics, which is considered to be the process of managing information about data related to the legal aspects of business, is increasingly dealing with communication and content of social network users. This topic, therefore, has led to the development of mobile application and other mobile device development services advancing to step into the realm of law. Also, legal informatics, but also law in general, play a major role in identifying and sanctioning unethical and illegal activities in a virtual environment, such as hate speech and cybercrime, which can have unforeseeable consequences for information technology users and organizations and their business.
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Baldi, Francesco, and Lenos Trigeorgis. "Valuing human capital career development: a real options approach." Journal of Intellectual Capital 21, no. 5 (May 19, 2020): 781–807. http://dx.doi.org/10.1108/jic-06-2019-0134.
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PurposeThere has been a long controversy in the literature on assessing the value of human capital – a long-sought but elusive and challenging task. The ability to quantify flexible human capital (FHC) has been a shortcoming in extant literature. We make a meaningful contribution by showing how real options (RO) methodology can be used to quantify FHC and we provide complementary case study evidence from Fortune 500 “best companies to work for” that the value of employee career development is higher in more volatile sectors in line with real options theory (ROT).Design/methodology/approachThis article provides a prescriptive RO methodology for adopting a more flexible, staged SHRM organizational perspective suitable for uncertain environments, and explores its theoretical and empirical implications through the dual use of RO methodological modelling and multi-case study data involving ten Fortune 500 companies. The case study approach is aimed at creating managerially relevant knowledge. The relevance of our approach to managerial practice is shown through guidelines on how a company like Google might use the RO methodology to estimate the career development option value so as to inform its internal development program for employees to create and capture value.FindingsOur focus is on the staging flexibility in HR as exemplified by the internal career development process. This process can be viewed as a multi-stage (compound) option involving various types of HC uncertainty, HC options, and HR practices. We model staging HR deployment via the option to promote staff employees to middle-level management, itself embedding the option to rise to the top management. To empirically validate our valuation approach, we present case study research that enables quantifying the option value of a career development program and allows assessing how much a mismatch exists in a sample of ten public U.S. companies.Research limitations/implicationsThe overall staging quantification idea is important as it offers guidance as to how to value HR as a sequential investment process under uncertain demand or skill conditions. The analysis is limited to the extent that staged career development might interact with other types of human capital (e.g. switch and learning) options and HR practices (e.g. training). Human resources may also interact with other organizational intangibles, such as brand equity. Our analysis also does not account for psychological considerations from the employees' perspective, such organizational commitment facilitating trust to enable reciprocal commitments, which remains a fruitful subject for future extensions.Practical implicationsROT can provide useful guidance and tools for HR scholars and managers. By keeping tabs on HR-based flexibility value and focusing on the key input variables driving HR flexibility, HR managers can determine the flexibility value unleashed from staging the deployment of HC resources in the face of unanticipated demand and skills shifts.Originality/valueThis is the first paper that attempts to quantify the value of staged career development flexibility using the RO methodology. This article will be cited for its innovativeness in being the first to quantify the value of human capital's contribution to corporate value creation and provide objective evaluation in the context of organizational career-development programs. Besides providing useful insights to scholars, the article also demonstrates how the RO methodology can apply to actual companies and inform managerial practice offering guidelines of relevance to HR practitioners on how to quantify the value of staged HC development in an uncertain environment.
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Zakariya, Hafid. "Perlindungan Hukum Hak Cipta Terhadap Musik Di Indonesia Yang Di Upload Di Media Massa." Jurnal Panorama Hukum 4, no. 1 (June 27, 2019): 57–63. http://dx.doi.org/10.21067/jph.v4i1.3307.
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In this era of globalization, people are pampered with any technology made easy with technological developments. With this technology able to create many opportunities one of them for the development of music in Indoneisa with social media in Indonesia can be rapidly spread and can be accessed by everyone so that the music can be Opportunities for artists to be commercialized. But with these developments many Parties are not responsible by doing music piracy by downloading so as to save or record with recording technology and storage nowadays, such as Memory card or flash disk with different types of brands. The advancement of storage technology has made it easier for users to record or duplicate a large number of creations that appear on internet media with ease and cheap cost even free, thus it does not comply with article 9 paragraph (3) UUHC Number 28 Year 2014: Any person without permission the creator or copyright holder is prohibited from making a reproduction and/or commercial use of the creation. And article 4 Law No 28 year 2014 part of article by article is a right that is only intended for the author, so that no other party can exploit that right without the permission of the creator. Copyright holders who are not creators only have a portion of the exclusive right of economic rights. Legal protections that government grants to songwriters or rights holders are now in two ways, first being a site blocking that is deemed to commit copyright infringement despite not running maximally and not reducing The occurrence of violations, and the second is to socialize both the songwriters or the rightsholders on the importance of registering the creation, as well as to the public about the culture respecting the work of the nation for law enforcement rights Intellectual property can be implemented well and currently the government has established a new institution of non-Ministry called Creative Economic Agency (BEKRAF). The liability made by the provider of free download sites is not compliant with the law. Providers of illegal sites even circumcarent their existence as illegal sites by way of positioning itself as a song search site that does not upload songs in the site but rather equate its site with search sites such as Google and Ymail.
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Gallart-Camahort, Valentín, Luis Callarisa Fiol, and Javier Sánchez García. "Influence of the Internet on Retailer’s Perceived Quality in the Generation of Retailer’s Brand Equity." Vision: The Journal of Business Perspective, March 5, 2021, 097226292199221. http://dx.doi.org/10.1177/0972262921992212.
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This study analyses the relationship between the different components of the retailer’s brand equity, as well as the influence that the use of Internet has on the formation of retailer’s brand equity. As some authors point out, there is a need for a measure of the retailer’s brand equity (Boo et al., 2008, Tourism Management, Vol. 30, pp. 219–231; Lee & Back, 2010, Tourism Management, Vol. 31, pp. 395–401). The model proposed to analyse retailer’s brand equity is based on the one used by Boo et al. (2008, Tourism Management, Vol. 30, pp. 219–231), who, in turn, start from the brand equity proposal of the authors Aaker (1991, Managing brand equity: Capitalizing on the value of a brand name, The Free Press) and Keller (1993, Journal of Marketing, Vol. 57, pp. 1–22). A theoretical a priori model was specified according to the results in previous literature and our hypotheses. Prior to testing the model, the dimensionality of the scales was established with confirmatory factor analyses (CFAs). Once the dimensionality was established, full structural equation model (SEM) was tested. This study provides evidence on the effect of the use of Internet on retailer’s perceived quality. In turn, the influence that this variable has on the retailer’s image and on its perceived value is shown. These relationships have an influence on consumer loyalty to the retailer, which, in turn, generates brand equity for the retailer.
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ONANA, Kingsley. "EFFECT OF DIGITAL MARKETING ON CONSUMER BASED BRAND EQUITY OF MICRO ENTERPRISES IN NIGERIA." International Journal of Management and Social Sciences 2, no. 2 (2021). http://dx.doi.org/10.51739/122113816.v2i2.1459780014.
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Micro enterprises in Nigeria lack brand equity in terms of customers awareness for distinct Nigerian micro enterprises brands, trust in perceived quality for micro enterprises products, loyalty and brand associations which limits their ability to perform well despite use of digital marketing. This study sought to ascertain the effect of digital marketing on consumer-based brand equity (CBBE) of micro enterprises in Nigeria with social media marketing, email marketing, mobile marketing, web solutions marketing, search engine optimization and pay per click advertising as the independent variables of the study, while micro enterprises consumer-based brand equity was the dependent variable of the study. The study adopted survey research design with a sample of 400 respondents from a population of micro enterprises’ customers who were registered active internet users in the country. Factor Analysis using structural equation modelling (SEM) was employed in analyzing the primary data collected for the study from structured questionnaire in google forms electronic survey tool. The study found that social media and mobile marketing have positive but insignificant effect on the brand equity of micro enterprises while webs solutions has a negative but insignificant effect. Email, search engine optimization and pay-per-click on the other hand have positive significant effects on brand equity of micro enterprises in Nigeria. The study therefore recommends that email, search engine optimization and pay-per-click usage can be continued, while social media, web solutions and mobile marketing should be improved to a point where their effects can be positive and significant. Keywords: Digital Marketing, Consumer Based Brand Equity, Micro Enterprises, Nigeria
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"Enhancement of Customer Satisfaction through Emphasizing on Customer Relationship Management, Brand Equity & Value Chain." International Journal of Recent Technology and Engineering 8, no. 6 (March 30, 2020): 4995–97. http://dx.doi.org/10.35940/ijrte.f8939.38620.
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This study attempts to evaluate the determinants of the combination of tested models of brand equity, service value chain and customer relationship management particularly in selected banking services for enhancing the satisfaction of the customer. The conceptual framework of these individual tested models is developed to offer customer satisfaction and delightnes. The applied structure of these tested models is based upon the customer-based brand value, also known as brand resonance model which contains five determinants such as brand images, brand salience, brand performance, brand judgment and brand services, culture & leadership, hassle free documentation & internet / e-banking services. The customer relationship management models contain identification of perspective & potential customer acquisitions, Product/service value proposition, Product/service portfolio analysis & mutually beneficial CRM. The Correlations were conducted and strong positive correlation between brand equity & customer relation management is observed. It can be seen that CRM model has highly influenced the customer satisfaction in banking sector. The multiple regression results indicate that the brand equity model, CRM and Value Chain model do have a significant influence in the customer satisfaction.