Dissertations / Theses on the topic 'Online brand equity'
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Zetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.
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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO 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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Mackin, Kevin, and Simon Skogman. "Online brand community : Värdeskapande genom interaktioner och aktiviteter." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-129901.
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Online brand communityn (OBC) innebar ett kraftfullt, och potentiellt värdeskapande, verktyg för företag. Det har dock visat sig att företag hade svårt att bemöta sina OBC:er. Det resulterade i att företag gick miste om de potentiella värden OBC:n hade. För att öka kunskapen kring värdeskapande och bemötande av OBC:er har Minecraft och Netflix respektive OBC:er undersökts med hjälp av netnografi. Studien undersökte hur interaktioner och aktiviteter bidrog till värdeskapande i form av ökat varumärkeskapital och ny innovation. Den belyste även hur OBC:er skiljde sig åt beroende på om OBC:erna var fokuserade på områden kring innovation kontra varumärkeskapital. Studien fann sju interaktionsmönster att analysera. Interaktionsmönstren visade på skillnader mellan OBC:erna utifrån deras fokus och förutsättningar. Studien kunde även beskriva hur sex av de sju interaktionerna var värdeskapande för företaget.Online brand community (OBC) is intended to be a powerful, and potentially valuable, tool for businesses. However, the outcome has shown that companies have had difficulties responding to their OBC:s. It has resulted in companies missing the potential values that OBC offered. In order to increase knowledge about value creation and reception of the OBC:s a netnography of Minecraft and Netflix, respectively OBC has been conducted. The study examined how interactions and activities contributed to the creation of value by an increased brand equity and new innovation. It also highlighted how the OBC:s differed depending on whether the OBC:s were focused on the topics of innovation versus brand equity. The study found seven interaction patterns to analyse. The interaction patterns showed differences between the OBC:s ,based on their focus and conditions. The study could also describe how six of the seven interactions created value for the company.
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Darabi, M. "The influence of SMS advertising on online brand equity among students in the UK." Thesis, University of Salford, 2017. http://usir.salford.ac.uk/42336/.
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With the technological improvements and new developments in the mobile industry, more and more brands are sending their advertising messages using consumers’ mobile phones. This growing interest is reflected in their allocated marketing budgets and expenditures, which shows that digital marketing and especially mobile advertising is booming. Allocations of the resources for various mobile advertising formats reveals that SMS (Short Message Service) advertising is usually ignored as it only accounts for a small portion of this expenditure, while newer approaches such as paid for search and display adverting incur the highest investments. However, new reports such as eMarketer (2016 a) suggest that there is still potential for SMS advertising to foster positive brand-customer relationships. These effects have been largely overlooked by both practitioners and academics as evidenced by the dearth of research on the influence of text messages on brand equity. Thus, this study aims to fill this gap by investigating the effect of SMS advertising on online brand equity. There is a growing body of the literature recognising the importance of brand equity. However, in terms of online brands, there is still potential for further research on online brand equity and its corresponding dimensions. Subsequently, following a comprehensive review of the literature, this study adopts four dimensions –brand awareness, brand trust, brand value and brand loyalty – to investigate online brand equity. Thus, the present thesis explores the relationship between SMS advertising and dimensions of online brand equity. In particular, the research examines the effect of two factors – namely, attitude toward using SMS advertising and consumers’ incentives assessments – on adopted dimensions of CBBE (consumer based brand equity) for online brands; specifically, brand awareness, brand trust, brand value and brand loyalty. Furthermore, this study selects students in the UK as a new cultural context. Accordingly, this study developed four research objectives and fourteen hypotheses to achieve its aim. The positivist perspective was used to examine the hypotheses. Since the study was aimed at exploring relationships between known variables, a questionnaire was designed using key items form relevant studies and administered to 311 students in the UK. The collected data was analysed for validity and reliability and subsequently, the hypothesised relationships were examined using Smartpls 3. The findings of the research show that while there are statistically significant relationships between SMS advertising and dimensions of online brand equity, their overall effect on brand equity is limited – except for the influence of incentives assessments on brand loyalty. In particular, this study showed that attitude toward using SMS advertising has direct and significant relationships with both brand trust and brand awareness. Furthermore, consumers’ assessment of the incentives that are included in text messages could affect the brand value and brand loyalty. This research also demonstrates that there are inter-relationships between the identified dimensions of online brand equity i.e. there is a significant relationship between brand value and brand trust. Moreover, the findings show that consumers’ gains (benefits) from the text messages (i.e. incentives and information) have a more significant effect on consumers’ attitude toward using SMS advertising compared to the sacrifices demanded in the process (i.e. irritativeness and importance of permission). Thus, despite the fact that some limited studies have examined the effects of SMS advertising on brand equity, this research makes incremental contributions to the mobile advertising and branding research in three ways: First, the previous studies on the factors influencing consumers’ attitude toward SMS advertising were mainly conducted before 2010. However, the nature of SMS advertising has since changed significantly i.e. the role of text messages has changed from an entertaining communication medium to a simple informative and reminder of available offers. Hence, this research re-evaluates the strength of previously identified relationships in this regard. Furthermore – applying the expectancy-value theory— this thesis focuses on attitude toward using SMS advertising (attitude toward an act) in comparison to previous research which focused on attitude toward SMS advertising or attitude toward specific text messages (attitude toward an object). Secondly, based on the hierarchy of effects model, the present research examines the inter-relationships between the dimensions of online brand equity—namely, brand awareness, brand trust, brand value and brand loyalty—for pure digital brands. Thirdly, this thesis extends the hierarchy of effects model to determine the possible relationships between SMS advertising and the dimensions of online brand equity.
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Hörnkvist, Joachim, and Jesper Willman. "Konsten att inte vara offside online : Elitidrottsklubbars varumärkesbyggande i sociala medier." Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-139963.
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Bakgrund: Den ökade användningen av sociala medier har lett till att de i allt större utsträckning används som varumärkesbyggande verktyg för företag och organisationer. Den ökade kommersialiseringen som skett inom elitidrott har lett till att även elitidrottsklubbar avser att stärka sina varumärken. Tidigare forskning visar att elitidrottsklubbar bör utnyttja sociala medier för att främja och stärka relationen med supportrar och kunder, eftersom det på lång sikt bidrar till ökade intäkter för klubben. I en svensk kontext är forskningen om elitidrottsklubbars varumärkesbyggande i sociala medier däremot ytterst begränsad. Med anledning av denna kunskapslucka krävs ytterligare studier om hur svenska idrottsklubbar använder sociala medier för att stärka sina varumärken. Syfte och frågeställningar: Studiens syfte är att undersöka hur och varför svenska elitidrottsklubbar använder sociala medier som varumärkesbyggande verktyg. Vilka syften har användningen av sociala medier för en svensk elitidrottsklubb och hur uppfylls dem? Vilka förtjänster och utmaningar medför användningen av sociala medier som varumärkesbyggande verktyg i kontexten av svensk elitidrott? Vad för innehåll publicerar en svensk elitidrottsklubb på sociala medier och hur påverkar det klubbens fans? Genomförande: Studien har kombinerat en kvantitativ och kvalitativ forskningsstrategi. Innehållsanalyser av en fallorganisations publicerade material på sociala medier, samt en kvalitativ semistrukturerad intervju har utförts för att fylla studiens syfte. Resultat: Sociala medier är viktiga verktyg för att bygga och fördjupa relationen, samt skapa lojalitet mellan klubben och dess fans och kunder. Sociala medier fyller också direkta ekonomiska syften. Studien har även påvisat tydliga utmaningar som klubbar ställs inför. Utmaningar som till stor del grundar sig i brist på enhetlig syn på hur och varför socialamedier ska användas.Problem definition: The emergence of social media has resulted in that companies to a bigger extent uses them as brand management tools. The increased commercialization in professional team sports led to the fact that professional sports clubs aim to strengthen their brands. Previous research shows that professional sports clubs should take advantage of social media to promote and strengthen relationships with fans and customers, since it will result in increased revenues for the club in the long term. In a Swedish context, however, the research about professional sports clubs’ brand management in social media is extremely limited. Due to this research gap, further research studying Swedish professional sports club’s brand management in social media is eligible. Aim and research questions: The purpose of this study is to examine how and why Swedish professional sports club use social media as a brand management tool. What are the purposes of using social media as a brand management tool for a Swedish professional sports club and how are they fulfilled? What benefits and challenges entails he use of social media as brand management tool in the context of professional Swedish sports? What content is published by professional Swedish sports club on social media and how does it affect its fans? Methodology: This study has combined a quantitative and qualitative research strategy. Content analysis of a case organization's material published on social media, as well as qualitative semi-structured interviews have been conducted to fulfil the purpose of this study. Findings: Social media are important tools for building and deepening the relationship, as well as creating loyalty, between the club and its fans and customers. Social media also fills direct economic purposes. This study has also highlighted clear challenges that sports clubs face when using social media. These challenges are to a big extend due to lack of unanimous views on how and why social media should be used.
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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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Duque, Diana Carolina da Cruz. "Criar e desenvolver capital da marca centrado no cliente : uma aplicação." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10879.
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Mestrado em MarketingDesenvolver marcas fortes é uma prioridade para muitos empreendedores e empresas, contudo o processo de criação e gestão destas é algo difícil e complexo. O Modelo de Capital da Marca Centrado no Cliente, proposto por Keller (1993), apresenta-se como um guia para a gestão estratégica de marcas, facultando orientações tácticas específicas para planear, desenvolver, mensurar e gerir o capital da marca. Este modelo revelou-se primordial para o desenvolvimento deste projecto cujo objectivo foi a criação e desenvolvimento de uma nova marca online. Em primeiro lugar foi necessário desenvolver um conceito de negócio específico, sendo estabelecido à priori o quadro de referência competitivo, (o mercado-alvo e a concorrência), e o posicionamento da marca. De seguida foram exploradas formas de criar capital da marca, como por exemplo, através de elementos da marca, de programas de marketing, e da geração de associações secundárias.Por fim, abordou-se o contributo deste projeto, onde foram descritas as suas limitações e apresentadas linhas de trabalho futuro.
Developing strong brands is a priority for many entrepreneurs and companies though creating and managing them is somewhat difficult and complex.Keller’s Customer-Based Brand Equity Model (1993), poses as a guide for creating and strategically managing brands, providing specific tactical guidelines for planning, developing, measuring and managing brand equity. This model has proved to be essential for the development of this project whose aim was the creation and development of a new online brand. Firstly, it was necessary to develop a specific business concept, having determined in advance the frame of reference (target market and nature of competition), and establish brand positioning. It was then explored ways to create brand equity, for example, through brand elements, marketing campaigns and the use of secondary brand associations. Finally, the contributions of this project, its limitations and future lines of work are presents.
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WESTIN, WESTIN, and KAJSA TORSTENSSON. "Ett starkt varumärke når fram." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20705.
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Den ökade betydelsen av att som företag ha ett starkt varumärke för att synas på marknaden har inneburit att det läggs ner allt mer tid och resurser på varumärkeshöjande aktiviteter inom företagen. Den växande virtuella världen och den ökade handeln på Internet har i kombination med vikten av ett starkt varumärke skapat en komplicerad situation. Vagabond är ett svenskt varumärkesproducerande skoföretag som har ställts inför de möjligheter och svårigheter som den ökade Internetanvändningen har inneburit. Expansionen genom försäljning via återförsäljare på Internet har inneburit att svårigheterna med att kontrollera hur varumärket framställs på olika sidor på Internet har ökat. Den totala skokonsumtionen har ökat de senaste åren och konkurrensen på skomarknaden har blivit stor, vilket bidrar till att vikten av att sticka ut blir allt större.Syftet med vår studie är att förklara hur det varumärkesproducerande företaget, i vårt fall Vagabond, arbetar med att framställa och bevara sitt varumärke och vidare hur de Internetbaserade återförsäljarna resonerar kring sina produkters varumärken. Syftet är på så sätt också att undersöka och analysera vilka attityder de Internetbaserade återförsäljarna har, vilket ansvar de känner gentemot framställandet av varumärkena samt hur viktigt det är för dem att framställa dem på rätt sätt. Vi har i vår studie fokuserat på relationen mellan företag och har på så vis inte beaktat konsumenten till någon högre grad. Vårt huvudproblem lyder: Hur säkerställer företaget sitt varumärkes profil och image vid försäljning via återförsäljare på Internet?I vår teoretiska referensram förklaras begrepp som behandlar de ämnen som hjälper till att svara på vår huvudfrågeställning, det vill säga litteratur som behandlar områden som varumärke, marknadskommunikation, ”Visual Merchandising” och Internethandel. Som tillägg till litteraturen har vi funnit intressanta teorier i vetenskapliga artiklar som behandlar ämnen så som ”online branding” och ”online Visual Merchandising”. Tillsammans har teorierna gett oss en bra och översiktlig bild av vår problemställnings bakomliggande omständigheter.Vi har genomfört en fallstudie där det empiriska materialet har samlats in genom intervjuer med relevanta parter samt egna observationer av ett urval av de Internetbaserade återförsäljarnas webbplatser. Relevanta parter definieras som representanter från fallföretaget Vagabond samt Internetbaserade återförsäljare av skor. Insamlat empiriskt material har sedan applicerats på uppställda teorier som sedan använts som grund till vår analys och slutsats.De slutsatser som dragits i studien kan kort sammanfattas i att det i slutändan handlar om att varumärket ska arbeta med sin egen image och varumärkesbyggande för att göra det så tydligt och starkt som möjligt. En slutsats är också att det kan underlätta om det varumärkesproducerande företaget ger återförsäljarna korrekt information om varumärkets värden och produkter. På så sätt uppfattar både återförsäljare och konsumenter varumärket på önskat sätt och genererar goda associationer och en hög förväntad kvalitet.The increased importance of having a strong brand to be differentiated on the market has lead to that companies put more time and resources on brand-enhancing activities. The ever growing virtual world and the increased phenomenon of Internet trade have in combination with the importance of a strong brand created a complicated situation for the companies and their brand. Vagabond is a Swedish designer and distributor of shoes that has to face the opportunities and difficulties that the increased usage of the Internet has lead to. The expansion of selling your products through resellers online has increased the difficulties of how to control in what way the company’s brand is emitted on the Internet around the world. The consumption of footwear has increased in recent years and the competition in shoe business has become fierce, which has contributed to the enhanced importance of differentiation.The purpose of our study is to explain how the brand manufacturer, in our case Vagabond, works with the exhibition and preserving of the company’s brand, and further how the online resellers deliberates when it comes to their product’s brands. The purpose is in that way also to investigate and analyze what attitudes the online resellers have, their responsibilities when it comes to exhibition of brands and how important it is for them to exhibit them correctly. We have in our study focused on the relationship between companies, and have thus not taken into account the consumer to any great extent. Our main problem follows: How can the company ensure their brand’s profile and image when selling their products through resellers online?Our study can be defined as a case study where the empirical material has been gathered through interviews with the company Vagabond and two online resellers, and observations of a selection of online resellers and their websites. In our theoretical framework we explain different concepts that discuss the subjects that help to answer our main problem, i.e. literature that discuss subjects such as branding, market communication, visual merchandising, and trading on the Internet. In addition, we found interesting theories in scientific articles about online branding and online visual merchandising. Altogether the theories have given us a good and perspicuous view of the underlying circumstances of the problems discussed in our study.The conclusions that came out from our study can be summarized as follows; in the end, it’s all about the brand manufacturer and its’ own brand building activities to make the brand as strong and clear as possible. A second conclusion is that the brand manufacturer can facilitate for themselves and for the online reseller if they provide correct information about the brands’ values and products. In that way, both the resellers and the consumers can understand the content of the brand and generate positive associations about the brand and a high level of perceived quality.Program: Textilekonomutbildningen
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Johansson, Anton, Isabela Chiweshe, and Tim Rikli. "It is a Win-Win Situation. : A quantitative study about the effects of perceived co-creation benefits on customer-based brand equity (CBBE)." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85333.
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Background: Brand managers are always trying to find ways to increase brand profitability and creating a stronger competitive advantage. Part of the marketing activities implemented by brand managers is geared towards building brand equity. Managers have now recognized the importance of the customer in creating brand equity and therefore implement co-creation as a way of creating value together with the customer. Co-creation allows for the firm to bring the customer closer. Two dimensions of brand equity which are brand loyalty and brand experience were chosen for this study. Purpose: The purpose of this study is to explain the effects of perceived co-creation benefits on brand loyalty and brand experience (CBBE). Methodology: To meet the purpose, the study proposes an explanatory design with a quantitative approach. After reviewing relevant literature, three benefits were found important for the customers and in connection to the purpose of a researched model based on six hypotheses was developed. The empirical data was collected through a self-administered questionnaire which was distributed online with a total of 119 responses which were recorded and passed the qualification question whether they follow a brand on social media. Findings: The authors found evidence that perceived co-creation benefits have an effect on CBBE. It was found that particularly hedonic benefits have a significant effect on brand loyalty. Another finding was that social integrative benefits also has an effect on brand experience.
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Santos, Cláudia Sofia Pereira. "O impacto das actividades de marketing nos social media, no Brand Equity e na relação dos consumidores com as marcas online." Master's thesis, FEUC, 2013. http://hdl.handle.net/10316/24780.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Coelho.Os social media têm um papel cada vez mais importante no estabelecimento das relações comerciais e na forma como os produtos e serviços são avaliados pelos consumidores. As marcas começam a aproveitar as novas plataformas no sentido de estreitar o relacionamento com os seus clientes procurando maximizar as suas acções nas páginas sociais. Sendo cada vez maior a preocupação em comunicar através das redes sociais, a elaboração deste estudo pretende averiguar se existe um maior envolvimento com as marcas, provocada pela forma como estas comunicam nos social media. Seguindo a linha de investigação de Kim e Ko (2010) procuramos perceber quais as actividades de marketing nas redes sociais que mais impacto têm nos consumidores. Estes têm um papel cada vez mais activo na internet e o Word of Mouth (e-WOM) passou a ser uma ferramenta com peso considerável que tem de ser gerida pelos marketeers. Os estudos de Yoo e Donthu (2001) serviram de base para perceber o impacto que as dimensões do brand equity têm na intenção de compra e no e-Wom. Pretende-se ainda perceber de que forma as actividades de marketing usadas pelos social media influenciam o sentimento de confiança e compromisso com a marca. Foi ainda analisada a relação do consumidor face ao chamado marketing de permissão, onde o consumidor é participante activo na estratégia de marketing da marca. Por tudo isto, percebe-se que as actividades de marketing tradicionais tem de ser reajustadas e novos desafios são propostos aos marketeers. Procuramos com este estudo ser um contributo para uma melhor compreensão os conceitos estudados.
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Winnberg, Adam, and Frida Mårtensson. "What does it take to make you stay? : A study on customers' willingness to stay with the same grocery retailer while moving from offline to online." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22350.
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Digitalization has forced retailers to reevaluate their business models and channel strategies. Traditional brick-and-mortar retailers are no longer the standard and most of today’s retailers offer customers multiple sales channels to purchase from. The present study focusses on the grocery retail industry, which is rapidly shifting towards a more online purchasing setting. There is a need for further research regarding customer experience and customer loyalty, in an online grocery setting, with the aim to identifyimportant online attributes. Previous studies on online grocery and purchasing behavior have neglected to consider customers’ shift from the physical to the online store. Therefore, this study contributes to explain how factors of Brand Equity, Online Customer Experience (OCE) and E-loyalty affect customers’ willingness to stay with same grocery retailer while moving from offline to online. The study used a quantitative research approach by distributing a questionnaire on social media, resulting in 128 useful responds. The result demonstrated a positive relationship between the three concepts and customers’ willingness to choose the same online grocery retailer as offline. Brand was a significant factor in both offline and online. An online grocery retailer’s Website, Products, Interaction and Convenience wereshown to be important online attributes. Feeling secure with providing personal information and using acredit card online, was important. Lastly, maintaining a relationship with their online grocery retailer andfeeling emotionally satisfied after their online purchase was essential. Future research couldcomplement with other concepts that further explain grocery customers’ shift from the physical store to online.
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Pérez, Diaz Carla Noelia. "Influencia de las estrategias de online branding en la creación de brand equity para aplicaciones móviles de servicios en jóvenes millennials de 20 a 30 años de lima metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/651699.
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Esta investigación examina las diversas estrategias de branding online y su efecto en la construcción de valor o Brand equity en los jóvenes millenials de 20 a 30 años en Lima metropolitana, respecto a las aplicaciones móviles de servicios como Rappi y Glovo. Este tema se desarrolla a través de las diversas teorías y comentarios de autores que tienen especialidad en el desarrollo de imagen e identidad para las marcas, así como especialistas que entienden la manera en cómo el público se puede ver influenciado por este tipo de herramienta. Analizando el caso especifico de Rappi y Glovo en Perú, se ha logrado entender la influencia y repercusión de sus estrategias de branding online en el público objetivo definido.
Este estudio explora los cinco niveles del brand equity (brand awareness, brand associations, valor percibido, imagen de marca y lealtad de marca) a través del modelo de WPP del Meaninfull Diferrent Framework (MDF) que nos permite entender la saliencia, diferencia y signficiancia de las marcas en un mercado de manera más simple y eficaz. También, apoyándonos en el modelo tradicional del Brand equity podemos entender el nivel en el cual se ubican en este modelo del valor de marca. El alcance de cada nivel de este modelo de análisis ha dependido del impacto y relevancia de los esfuerzos comunicacionales, respecto al branding, en fan pages, aplicaciones móviles de las marca, o las diversas estrategias aplicadas por las empresas para poder ser relevantes para el público.This research examines the various online branding strategies and their effect on the construction of value or Brand equity in young millennials from 20 to 30 years old in metropolitan Lima, regarding mobile applications of services such as Rappi and Glovo. This theme is developed through the various theories and comments of authors who specialize in the development of image and identity for brands, as well as specialists who understand the way in which the public can be influenced by this type of tool. Analyzing the specific case of Rappi and Glovo in Peru, it has been possible to understand the influence and impact of their online branding strategies on the defined target audience. This study explores the five levels of brand equity (brand awareness, brand associations, perceived value, brand image and brand loyalty) through the WPP model of the Meaninfull Diferrent Framework (MDF) that allows us to understand the salience, difference and significance of brands in a market more simply and effectively. Also, based on the traditional Brand equity model, we can understand the level at which they are located in this brand value model. The scope of each level of this analysis model has depended on the impact and relevance of communication efforts, regarding branding, fan pages, mobile applications of the brand, or the various strategies applied by companies to be relevant to the public.
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Tischer, Sven. "The impact of critical incidents on marketing intangibles." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2014. http://dx.doi.org/10.18452/16966.
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Die Dissertation befasst sich mit den Folgen negativer kritischer Ereignisse und gibt Hinweise, was Manager vor und nach dem Ereignis tun könnten, um potentiell negative Effekte zu minimieren. Während sich die ersten zwei Aufsätze mit der Wirkung kritischer Ereignisse aus Sicht der Konsumenten befassen, widmen sich die Aufsätze 3 und 4 der Shareholder-Perspektive. Aufsatz 1 untersucht die Wahrnehmungsveränderungen in Folge verschiedener Ereignisse mit Hilfe des Konzepts der Markenpersönlichkeit. Die Ergebnisse des Online-Experimentes implizieren, dass die negative Wirkung von der Markenstärke, der Geschäftsbeziehung vor bzw. während des Vorfalls und der Art des Ereignisses abhängt. Aufsatz 2 analysiert, ob die Effekte auch mit Hilfe des Konzepts des kundenbasierten Markenwerts bestätigt und erweitert werden können. Zu diesem Zweck werden die Reaktionen nach Bekanntwerden derselben kritischen Ereignisse für die Markenwertdimension „Perceived quality“, „Perceived value“, „Brand personality“, „Organizational associations“, und „Loyalty“ quantifiziert. In Übereinstimmung mit den in Aufsatz 1 gewonnenen Erkenntnissen deuten die Ergebnisse darauf hin, dass sowohl ein hoher Markenwert und das anhaltende persönliche Produkterlebnis während eines kritischen Ereignisses den negativen Effekt mindert, als auch eine zwischen tatsächlichen und potentiellen Kunden differenzierende Kommunikationsstrategie im Nachgang sinnvoll sein könnte. Die Aufsätze 3 und 4 untersuchen auf Basis einer „Event study“ den Zusammenhang zwischen der Veröffentlichung von „Corporate Reputation-Rankings“ des Manager Magazins und dem Shareholder Value. Die gefundenen Ankündigungseffekte weisen darauf hin, dass, über die gezeigte Verbindung zwischen Reputation und Shareholder Value, die in Folge kritischer negativer Ereignisse resultierende Reputationsänderung durch Investoren berücksichtigt wird.The doctoral dissertation analyzes effects of negative critical incidents and points out, what manager could do before and after an incident in order to minimize possible negative impacts. While the first two essays take a closer look at effects of critical incidents from the consumer’s point of view, the essays 3 and 4 deal with the shareholder perspective. Essay 1 examines perceptional changes in consequence of various incidents using the concept of brand personality. The results of the online experiment imply that the negative impact depends on brand strength, type of event and business relation before respectively during the incident. Essay 2 analyzes whether or not effects can be confirmed and extended using the concept of customer based brand equity. For this purpose, reactions of respondents are measured after getting exposed to the same critical incidents as in the previous essay. The reactions are quantified for brand equity dimensions such as perceived quality, perceived value, brand personality, organizational associations and loyalty. The results are in line with findings of Essay 1. They indicate, on the one hand, that high brand equity and persistent product experience during crisis reduce negative effects and, on the other hand, that a communication strategy which differs between actual and potential customers could be favorable after the incident. Using event study methodology, the Essays 3 and 4 examine the linkage between publications of corporate reputation rankings of the Manager Magazin and shareholder value. The existence of negative announcement effects indicates that investors consider a reputational loss in consequence of negative critical incidents via the observed linkage between reputation and share prices.
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Lin, Chih-Ying, and 林志穎. "The Influence of Online Brand Personality to Online Brand Equity." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/54694277338342679295.
Full textAbstract:
碩士國立臺北大學
資訊管理研究所
96
Based on the extreme growth in online business, comprehensive applications have been originated by many online companies to attract online users. Therefore, four research questions were proposed to further exploration, first, what brand personality do internet users perceive of online brands? Second, how do internet users describe popular online brands? Third, what are the relationships among online brands? Forth, how do online brand personality influence online brand equity? This study found six dimensions of online brand personality including trust, attraction, share, usefulness, innovation, and aggressiveness. To explore the relationships among online brands, 21 online brands was chosen based on their high reach in different categories. Through online brand personality perceptual map, it showed different online brands had divergent relationships and online brand could make customized strategies to attract internet users based on the perceptual map. By using structural equation analysis, the result showed trust, attraction, usefulness, and innovation had significant impact on online brand equity. Furthermore, this study classified 21 online brands into three categories - content provider, social, and electronic commerce. The final results demonstrated that online brand personality influence diversely on the three categories.
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Uang, Chieh-an, and 汪倢安. "Online Store Atmosphere, Brand Relationship Quality, and Brand Equity: an empirical Study." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/69831913550089637906.
Full textAbstract:
碩士國立高雄第一科技大學
國際管理碩士學位學程
100
Online transaction has become a more and more popular trading channel, numerous companies look forward to make a profit in the online area. Due to this reason, retailers are facing severe competition. Customers are bombard with so many choices to choose from, the most reliable accordance for them is the force of brand. There are records indicating store environment can influence customer’s emotional response to a brand, and thus website design serves as the most potential power in expressing online stores. To make contribution in this area, this study aims to explore the relationship between website attributes and brand equity is mediated by brand relationship quality and to locate what attributes contribute to brand relationship quality. A data of 454 valid questionnaires (77.89% response rate) are used as the analyzing sample of this research, employing a structural equation modeling methodology with AMOS 18, this study reaches the following conclusions. First, this study confirms that the relationship of website attributes with brand equity is mediating by brand relationship quality. Second, we find that three website attributes contribute to brand relationship quality: website content, customer care, and personalization. However, the following five attributes do not relate to brand relationship quality: aesthetic appeal, navigation convenience, transaction convenience, security, and reliability. Such empirical results seem to indicate that online customers tend to judge brand relationship quality based on ‘intrinsic utility,’ not on the basic or required functions. As such, this study suggests online managers to construct their websites based on intrinsic utility attributes.
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Hsiao, Yen, and 蕭諺. "Marketing Communication and Marketing Mix Elements on online brand Equity." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/09775188120977853149.
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Cabrita, Tiago Miguel Gago Esteves. "The impact of online interaction brand equity dimensions for hospitality." Master's thesis, 2020. http://hdl.handle.net/10071/22287.
Full textAbstract:
Brand equity arose as a key concept in marketing, it’s influenced by every marketing
decision and communication has a great impact on customer’s perception and lastly the number
of consumers that buys the product or service from brands. That is why communication is
widely studied and also their impacts on the brand’s value, the brand equity.
Nowadays, online communication has a tremendous impact on a communication plan for
any company and is turning origin of value creation, from brand to the consumer. Giving to
them the ability to influence other consumers and to do it even more accurately and efficiently
than brands.
The service industry really took a punch on this switch. Services are now in scrutiny like
never. Part of the experience is now the evaluation of the service and dedicated new platforms
are appearing in the market and constituting communities around types of services. One of them
is the hospitality sector. The stay on a hotel or hostel is now evaluated for a great amount of
evaluation points and it affects the moment of purchasing when deciding for a hotel and after
when communicating with others.
Through the study of two platforms that affect hotels, it’s possible to understand from what
extend this impact is real and what the most affected dimensions by this interaction.
A hypothesis testing was conducted and conclude that this impact is real and can affect brand
equity for hospitality businesses in every dimension, some more than others and depending on
the used platform.A brand equity tornou-se um conceito importante em marketing, é influenciada e impactada por cada decisão de marketing e a comunicação tem um grande impacto na perceção do cliente e, finalmente, no número de consumidores compram. É por isso que a comunicação é amplamente estudada, assim como os seus impactos no valor da marca. Atualmente, a comunicação online tem um impacto tremendo num plano de comunicação de qualquer empresa e está a alterar a origem da criação de valor, da marca para o consumidor, dando aos consumidores a capacidade de influenciar outros consumidores e de o fazê-lo com mais eficiência que as marcas. Nesta mudança os serviços foram os mais afetados. Estão agora sob um escrutínio nunca visto, parte da experiência está agora na avaliação do serviço e novas plataformas surgem constituindo comunidades em torno destes negócios. Uma delas é a hospitalidade. A estadia num hotel ou "hostel" é agora avaliada por uma vasta quantidade de pontos de avaliação, afetando o momento da compra e pós-compra quando comunica a sua estadia às comunidades "online". Através do estudo de duas principais plataformas que afetam hotéis e "hostels", é possível entender a dimensão desse impacto, a sua representação na "brand equity" e quais são as dimensões mais impactadas. Um teste de hipóteses foi conduzido e concluiu que este impacto é real e pode afetar o valor da marca para o setor da hospitalidade em todas as dimensões da "brand equity", algumas mais do que outras e variando conforme a plataforma utilizada.
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Fang, Pey-yu, and 方佩瑜. "The Impact of Brand Elements Mix on Brand Equity Buildings of Online Auction Sites." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/48608204628659024223.
Full textAbstract:
碩士雲林科技大學
企業管理系碩士班
98
Online auction site is one of the popular online channels recently. It has competitive environment and products are similar to one another. Hence, the purpose of this research is to help online auction sellers to create point of differences in order to catch customer’s attention. This research was focused on the using of brand elements, including single and mixed brand elements to reveal the positive influence on the online auction sites. Health and Fitness Online Auction Site was used to be the real online auction page. In this research, we used between-subject design to test the hypotheses. The independent variables are brand name, brand logo, brand slogan and brand story, and the dependent variable is brand equity. There were three experimental design and totally 440 questionnaires were sent and 431 questionnaires were returned. The results of this research shows meaningful brand name that combines with other brand elements would have positive effect. In terms of mixed brand elements, if brand elements are combined appropriately, they would reveal positive effect and increase brand equity. The combination of brand element includes logo and story, logo and slogan, slogan and story.
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Tseng, Yu-Ting, and 曾于庭. "The effects of product and platform brand equity in online shopping." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/54151672074952099564.
Full textAbstract:
碩士東吳大學
資訊管理學系
101
With the blossom of the internet and e-commerce, there are more and more consumers choose to shop online. When they do the online shopping, there are two factors which influence their shopping strategy, the perceived product brand value and the platform value. This research is dedicated to looking for which is the dominant value for consumers and how strong the values will influence them. Besides, the platform value wasn't taken account of in previous researches. This research, with the view of the brand value and platform value, did a different aspect of influence factors of consumer’s perceived value and perceived risk. We use online survey questionnaire to support our model, it was empirically tested by 173 Internet users. Our research revealed that both product brand equity and platform brand equity have significant effects on perceived value and perceived risk, then perceived value have much effect on consumer's purchase intention. Besides, we observed difference of variances between high-brand awareness group and low-brand awareness group. This result can be important to the e-commerce company for new brand managing and shows the importance of building the brand of the website.
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Hui-Ching, Yeh, and 葉蕙菁. "The Study of Brand Equity, Delivery Service and Online Purchasing Decision." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/69102512135614152154.
Full textAbstract:
碩士大葉大學
管理學院碩士在職專班
98
This study is aimed at investigating the relationship among the brand equity of online shopping, delivery services and consumers’ purchasing decisions. Hoping this study can help online shopping businesses provide appropriate delivery services to consumers with various socio-economic statues and purchasing decisions. Online survey was the research method used in this study. There were 463 valid samples obtained by stratifies sampling. Data were analyzed by descriptive statistics, factor analysis, t-test, one-way ANOVA and correlation analysis. The results are as fol-lowings: 1.Consumers’ awareness of the brand equity is affected by the varieties of genders, age, educational level, monthly income and monthly net purchases. 2.Consumers’ choices of delivery services are affected by the varieties of genders, age, educational level, monthly income, monthly net purchase and the number of hours shopping online weekly. 3.Consumers’ purchasing decisions are affected by the varieties of genders, age, educational level, monthly income, monthly net purchase and the num-ber of hours shopping online weekly. 4.The brand equity and the delivery services are both related to consumers’ purchasing decisions. 5.The brand equity of the "perceived quality and brand association" is related to delivery services.
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Kuo, Min-Jone, and 郭銘忠. "A Study on the Customer-Based Brand Equity of Online Retailers." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/15276719182962431301.
Full textAbstract:
碩士國立東華大學
企業管理學系
98
Different from traditional firms, online retailers do not often produce common goods on their own. On the contrary, they sell merchandises that traditional firms produce. Furthermore, online retailers are also different from traditional ones because they do not often have frontline employees, physical outlets, or displaying layouts. Therefore, when building a strong online retailer brand, it is not enough to only consider the traditional dimensions of customer-based brand equity, namely brand awareness, perceived quality, brand associations, and brand loyalty. Some dimensions, i.e. trust associations and emotional connection need to be distinguished or included in the context of online business. Besides, the willingness to pay a price premium is always being viewed as a good indicator to measure brand equity, but for online retailers, it is conditional on some premises. By structural equation modeling, it was verified that for online retailers, the importance of brand awareness and trust associations decreased and perceived quality remained its based position. Brand loyalty was the better indicator for measuring brand equity, and emotional connection became so critical that without it, customers would lack willingness to pay a price premium.
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CAI, JIA-RONG, and 蔡佳蓉. "A Study on Consumers’ Purchase Intention toward Online Store：The Effect of Online Store Image and Online Brand Equity." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/7n9y2b.
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碩士南臺科技大學
企業管理系
105
The improvement of internet technology has changed consumers’ shopping behavior. Consumers can easily and comfortably shop anytime and anywhere. However, due to variety of online stores and the arising competition, attracting consumers’ attention is important for online stores. This study investigated consumers’ online store image, brand equity perception, and purchase intention. Customer who had shopped on “Lativ” online clothing store were selected. SPSS 18.0 was used to analyze data, and item-to-total analysis, reliability, regression analysis were conducted to exam research hypotheses. The result indicated that there are significant and positive relationship between consumers’ online store image, brand equity perception, and purchase intention. The findings would provide relevant academic suggestion for online stores.
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Lai, Yong-Zhang, and 賴泳璋. "The Influences of Online Game Player's Switch Intentions:The Perspective of Brand Equity." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/15742507554687036091.
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碩士國立東華大學
國際企業學系
100
Due to the continuous development of computer technology and the popularization of broadband, and online game players prefer to compete and cooperate with others , online games became the most popular entertainment to pc game player. Previous research is focus on the switch intention of the real world’s product and services industry. Because we couldn’t image the effect of online game before 20 years ago, research of switch intention about online game is less than others. Hoffman and Novak(1996) research pointed out that community belonging will become a kind of switching cost and effect online game players decision. This study use view of brand equity to discuss whether brand equity can effect online player’s switch intention. This study use sample of 336 online game player. Hypotheses were examined through structural equation modeling. Empirical results show significantly positive relationship between brand equity and brand awareness, price awareness and switch intention. This result show significantly negative relationship between brand equity and price awareness, brand awareness and switch intention. This study also show result physical switching cost moderates the positive relationship between brand awareness and switch intention , mental switching cost moderates the negative relationship between brand awareness and switch intention.
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Lin, Chao-Chen, and 林晁甄. "Building Brand Equity of Online Store: In the View of Service Quality." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/05175857050707605415.
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碩士國立高雄第一科技大學
行銷與流通管理研究所
101
Under the intense competition in online environment, other than applying low price strategy, online retailers should build brand equity through enhancing website service quality to differentiate from competitors and create competitive advantage. In addition, the motivation of purchasing online is driven away due to consumers’ perception on risks such as credit card fraud, private information leaking out. Therfore, how to increase customers’ trust in online retailers becomes an important issue. This study adopts Keller’s (1993) dimensions of brand equity to explore the influences of website service quality on brand awareness and brand image, as well as the impacts of website service quality and brand equity on customer trust and loyalty. We use the website service quality dimensions proposed by Parasuraman, Zeithaml, and Malhotra (2005), and view website service quality as a second-order variable in our study. We take Tokoy Fashion Web Store as our research object and adopt SPSS19.0 and AMOS18.0 to conduct reliability and validity analysis, structural model analysis as well. 501 valid questionnaires are retrieved and the results are discussed as follow. 1. Website service quality positively influences brand awareness, brand image, trust, and loyalty. 2. Brand image positively influences trust and loyalty; however, the relationships between brand awareness and trust, brand awareness and loyalty are not significant. 3. Payment method moderates the strength of website service quality and trust, as well as website service quality and loyalty. Our results reveal the importance of website service quality on building brand equity of a online retailing store. Moreover, for new start-ups, providing their customers the option of payment completed and merchandise collected at convenience stores is a way to increase the level of trust in the online retailer. Finally, implications and directions for future research are suggested.
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Azevedo, Catarina Torres Pinto De. "Booking.com customer based equity model case study what motivates customers to use booking.com besides the online rates?" Master's thesis, 2020. http://hdl.handle.net/10362/106991.
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The present work studied the brand equity of Booking.com following the Keller’s Customer Based Brand Equity model. Booking.com is one of the main players within the Online Travel Industry, in particular the Online Travel Agencies, which is why it was chosen for an analysis to understand the perception of the customers towards a very well-known brand. The analysis was performed using the Keller’s Customer Based Brand Equity Pyramid based on the results obtained from a qualitative interview of 12 Portuguese people and a quantitative survey of 120 people in the Portuguese market. The results of the analysis showed that the brand has a high salience but there are some possible opportunities to build a stronger position in the mentioned market in terms of Brand Responses andRelationships.
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Lee, YuehChun, and 李月君. "A Study on Key Success Factors of Online Group Purchase Based on Brand Equity." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/35874303116492736755.
Full textAbstract:
碩士亞洲大學
經營管理學系碩士班
101
Online group purchase is by mutual cooperation aggregation of many users, can save freight, low discount, and to measure the bargaining reciprocal patterns. In recent years, the economic downturn in the economic environment, the online group purchase against rising trend, gradually become a new consumption trend all over the world. This study aims to consumer brand equity as the basis, key factors affecting consumer online group purchase. In this study, through literature review and expert questionnaire, summed up in the four dimensions of brand equity is the most important and fourteen items of standards, architecture of key factors. By way of questionnaires, 136 valid questionnaires recovered analysis, then uses decision making trial and evaluation laboratory to clarify, to identify the causal interactions between aspects and factors of the relationship between. Through empirical research and analysis, confirmed the important decisions of consumers online group purchase factors include: the four main dimensions to perceived quality; causal relations, brand loyalty with satisfaction as the main sub-criteria; brand awareness with celebrity endorsements for the main sub-criteria; perceived quality to the product after-sales service as the main sub-criteria; brand association in the country of origin as the main product sub-criteria. With the research conclusion and the suggestion, can be used as the reference of consumers in the online group purchase, let the online group purchase business in that key factor, is proposed to improve the policies and measures related to online shopping, all the growth performance.
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Chen, huang-chieh, and 陳煌傑. "The Effect of Strategic Fit among Online Travel Website Success factors on Brand Equity." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/49135584216245999240.
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碩士國立勤益科技大學
流通管理系
99
Due to technological advances and Internet has helped to create new consumption patterns, while the Market Intelligence & Consulting Institute of Institute for Information Industry (MIC) observed in 2009 Taiwan's B2C online shopping market, the first products is tourism (48.5%), while the turnover up to NT eighty billion Yuan. However, the Taiwan Tourism Bureau's 2009 survey of people travel conditions, showed that 30.2% are from the Internet to obtain travel information. The Internet is both a medium of information trading tools, and this survey shows that the network had ordered on the tourism product is only 4.7%. Insufficient to purchase on behalf of travel Web site, because of travel sites because of poor design? Not trust or website? Or page rendering information not enough to impress people? In this study, drawing on the concept of strategic alignment under the success of online travel site fit between the effects of the strategy will affect its brand equity. After searching for the success factors shown in the Ecommerce literature, we identify: system quality, information quality, service quality, online trust, experience, and perceived value as strategic factors and then test their strategic fit effect with the brand equity.And of pure-play model vs. Clicks-and-Mortar model to explore the characteristics of the actual situation, the nature of tourism products, demographic variables, whether the model of the relationship between the intensity of interference. The quantitative study used convenience sampling, A controlled browsing and questionnaire environment developed with Delphi 6, after collecting 280 randomly assigned empirical observations. In all of reliability and validity by circumstances, to SmartPLS the overall model analysis the following results: (1)Between the strategy proved critical success factors can strongly affect the fit travel site brand equity, Instead the overall implementation strategy without a factor model fit, reject significantly affected. (2) Interfere with the implementation of pure-play model vs. Clicks-and-Mortar model, Clicks-and-Mortar should be based on system quality and information quality, The perceived value of pure-play model a strong factor. (3) Interfere with the implementation of the nature of tourism products, traveling package should be based on information quality, trust and experience marketing, the free exercise did not have strong factor. (4) Interfere with the implementation of domestic and international travel is reject significantly affected. In the qualitative analysis used purposive sampling method, and asked six of travel site user for travel sites in that critical success factors of brand equity strategy with appropriate views and perspectives. Analysis the following conclusions: (1) Individual critical success factors are associated with brand equity. (2)Between the critical success factors required to fit the overall strategy to strongly influence brand equity. (3) Interfere with pure-play model vs. Clicks-and-Mortar model is significantly affected. (4) Interfere with the nature of tourism products is significantly affected. (5) Interfere with domestic and international travel is reject significantly affected. Combination of quantitative and qualitative analysis of the results and discussion, can travel sites for the critical success factors of brand equity fit between the strategy is strongly influenced by significant numerate. Research implications, management implications and recommendations discussions are provided as well.
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Wen-HsuanLu and 呂文瑄. "The Effect of Social Media Marketing Activities on B2C Online Shopping Platforms Brand Equity." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/u84bpw.
Full textAbstract:
碩士國立成功大學
經營管理碩士學位學程(AMBA)
105
Social media has spread among people’s lives -Facebook, Line, and Instagram, for example. With the emergence of social media, as well as the popularity of promotions and transactions on this new channel, it is a big issue for large B2C online shopping platforms to consider how to maintain their competitive advantages. This study takes social media marketing activity as a new factor for B2C online shopping platforms to build brand equity and examines the effect with the other factors which have been identified as the important elements of online brand equity, such as website design, customer service, security, fulfillment and value proposition. The result of this study recognizes that social media marketing activity is the only factor that has a direct and positive influence on customers’ loyalty which is the key component of online brand equity. On the other hand, website design, customer service, security, fulfillment and value proposition can merely affect brand awareness, trust association, and value association, and influence online brand equity indirectly. This finding supports the study that variables of building brand equity will change with different context and identifies that social media marketing activity could be used as a valuable approach to create profits for B2C online shopping platforms and needs to be invested more resources in academic research and practical applications.
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Hu, Wei-De, and 胡威迪. "The study of relationship between online brand equity and Perceived risk in e-commerce." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/jj7ajp.
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Marrão, Ana Rita Galante de Abreu. "Modernization vs. vulgarization in online fashion luxury : how is internet impacting luxury brand equity ?" Master's thesis, 2014. http://hdl.handle.net/10400.14/20163.
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The Internet became an inherent part of people’s daily life and the major source of transformation in the relation between consumers and brands. However, in the luxury branding context, the introduction of prestige brands into a mass channel such as the Internet might bring the risk of vulgarization, loss of control over the brand, loss of the high-luxury appeal, jeopardizing brand equity. Hence, the present thesis paper proposes to answer the dilemma between the imperative of going online and the risk of luxury high-appeal dilution, by examining whether brand digital competence enhances the impact of advertising on the several dimensions of customer-based brand equity (CBBE) sources of luxury brands. Further, this study investigated the main impact of digital competence on CBBE as well as the risk of vulgarization by luxury going online. Additionally, it was tested if the impact of advertising on CBBE is mediated by the channel (online vs. offline) through which it is exposed to the consumers. To perform the study, a 2 (before the Advertising vs. after the advertising) x 2 (high digital competence vs. low digital competence) x 2 (online vs. offline) experiment was conducted and results were tested through MANOVA and ANOVA analysis. Around 250 international general consumers participated in the experiment though online questionnaire. The results show that consumers rated brands better in terms of awareness and image after being exposed to the brand advertising. The effect of advertising on brand image proved to be moderated by the level of brand digital competence, which means that, considering the same type of advertising, consumers will rate better a brand endowed with high digital competence than a brand endowed with low digital competence. However, this moderation effect does not apply in the case of brand awareness, which means that digital competence level does not affect the effectiveness of advertising in enhance brand awareness. Besides the analysis of the moderation effect, digital competence proved to be a very significant direct main effect on all the dimensions of the dependent variables Brand Awareness and Brand Image (excepting sensuality), which means that the effect of a brand digital competence goes much beyond the advertising activity. The ANOVA analysis on the online vs. offline channels demonstrated that there was a significant effect of advertising through online channels on awareness and significant effects on some dimensions of brand image such as love, uniqueness, positiveness of associations, quality and sensuality perception.
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Hou, Meng-Fei, and 侯孟非. "Exploring the relationship among online and offline brand image, brand equity, and consumption intentions - An example of five-star hotels." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/9f5j7n.
Full textAbstract:
碩士國立東華大學
國際企業學系
103
With the development of economy and the increase of the Nationl Income, the tourism has become a part of life for people. Due to the domestic tourism flourishing, “International Hotel” (Five-star hotel) has begun play an important role. Nowadays, hotel service providers create a healthy brand image not only on physical channels, but also through the electronic one-stop service centers via the Internet in order to build the powerful brand of hotels. This study aims to investigate the five-star hotels’ brand equity which was affected by the online and offline brand image, and also attempts to discussthe influence of brand equity on purchase intentions. In this study, the questionnaire was collected through a convenience sampling method with using the SEM analysis to demonstrate the causal relationships among research variables. According to the research finding, this study offers the theoretical and practical implications which may be helpful to provide the service providers in the ways of managing the five-star hotels.
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Chiou, Jing-Ting, and 邱靖婷. "An Empirical Study for Building the Brand Equity of Electronic Services: An Application to Online Banking." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/51839372231082204101.
Full textAbstract:
碩士國立成功大學
企業管理學系碩博士班
97
The two most important long-term trends in the business world are the shifting of the economy from goods to services and the rapid expansion of the information economy and electronic networks. These two trends converge in the concept of e-service, which is the provision of service over electronic networks such as the Internet. The importance of brand equity has led to many published studies that explore the importance of brand equity in marketing. Some researchers have also argued that branding is more essential for services than for goods. Thus, this study uses the online banking service sector as a context in which to investigate how to establish brand equity for electronic service brand (provider) through offering good quality electronic services. The dimensions of quality of electronic services, including environment quality, delivery quality and outcome quality, used in this study can greatly assist managers in understanding how their customers assess the whole quality of electronic service experiences. The sample for this study was online banking users in Taiwan. An Internet-based questionnaire was used for data collection, and as result, 292 valid questionnaires were collected. The framework of this study was tested by structural equation modeling. The results of this study indicate that some of the dimensions of quality of electronic services will positively and significantly increase customer satisfaction and trust towards the e-service brand (provider), and, in turn, increase customer loyalty. Finally, customer loyalty towards the e-service brand (provider) will increase the brand equity of an electronic service brand. As a result, this study provides managers with an important perception regarding how branding of electronic services is a way to get long-term success. This study also suggests that electronic service provider should focus on the service qualities that which customers really care about and try to fulfill customers’ needs and become more trustworthy in order to increase customer loyalty, and, in turn, to establish positive brand equity.
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Chu, Yung, and 朱顒. "A Study on The Factors Affecting The Brand Equity of Internet Stores-An Online Bookstore for Example." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/12584909235742457285.
Full textAbstract:
碩士國立雲林科技大學
企業管理系碩士班
89
Abstract Although Internet industry is in the recession period, the new life style brought by Internet did not stop moving forward. The market of online shopping is waiting to be exploited, and the future of this industry is still prospective. However, building brand name in the world of Internet is comparably more difficult than in the real world due to the open and free information flow. There are no imitation barriers for new techniques or marketing methods. A web user can easily search or compare products among different websites, and decide where to shop. It is thus difficult to build customer loyalty. Therefore, building Internet brands is essential to the Internet store dealers. In this study, we built up an Internet store practically to figure out the influence of information richness, promotion strategy, and brand image to the brand equity of Internet store. This research divides information richness into basic information, rich information, and rich information with peripheral information. Sale promotion is divided into three parts: no promotion, sales promotion and lottery promotion. Store’s image is divided into with positive store image and without positive store image. We used a 3x3x2 experiment design to discuss the influences of preceding three factors on the brand equity of Internet store. Besides, this research tries to explore whether the website user type and the demography variables moderate the above-mentioned relationship. There are three major findings in this study: (1) Information richness will have positive impact on the brand equity of Internet store. Information richness will have positive impact on all three dimensions of brand equity: browse, satisfaction, loyalty, and purchase intention. When information is rich, offering peripheral information will not have significant influence on brand equity, but the average of offering peripheral information is higher than the one who do not offer. (2) SP (sales promotion) will have positive impact on the brand equity of Internet store. SP will have positive impact on loyalty and purchase intention, but only the price discount will have positive impact on brand equity, the sweepstakes will not. (3) Store image will not have significant impact on the brand equity of Internet store, but offering positive store images will have positive impact on purchase intention. However, we did not find out any moderating effects on website user types and demography variable.
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Chen, Yu-Chie, and 陳昱傑. "The Effect of Online Word-of-Mouth, Brand Trust, Brand Equity, and Innovation Resistance on Resistance Degree - Uber and Airbnb As an Example." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/5k2v45.
Full textAbstract:
碩士國立勤益科技大學
企業管理系
105
In recent years, there is the global rage of three categories of originality (innovation, entrepreneurship and creativity). The prevalence of mobile technology leads to the development of online platforms. In the trend, new business can be launched by internet and mobile platforms. The companies based on internet are founded successively. Among others, Uber and Airbnb rise with the Sharing Economy Model. By idle resources of transportation and accommodation service, they satisfy the people in needs by online platforms to create more economic activities. It is the application of the Sharing Economy model of Uber and Airbnb. However, the business model might be too original and they intervene in the balance of economic market. Thus, development of the Sharing Economy model of Uber and Airbnb encounters the obstacle and limitation. Therefore, nowadays, it is critical to recognize the key factors to resist innovative model of Uber and Airbnb and allow the consumers to realize the benefits of the Sharing Economy model in order to avoid the resistance. This study aimed to explore the effects among online word-of-mouth, brand trust, brand equity, innovation resistance and resistance degree of Uber and Airbnb. It conducted questionnaire survey by treating the consumers in northern, central, southern, eastern Taiwan and outlying islands as subjects. It analyzed data by statistical analysis program. According to analytical findings, (1) online word-of-mouth positively and directly influences brand trust and brand equity; brand equity negatively and directly influences innovation resistance; innovation resistance positively and directly influences resistance degree. (2) Uber and Airbnb subjects’ demographic variables, marital status, average monthly incomes and experience to use online platforms or mobile devices of Uber and Airbnb reveal significant cognitive difference toward resistance degree. Average annual frequency to use online platforms or mobile devices of Uber and Airbnb show significant cognitive difference toward online word-of-mouth, brand trust and brand equity. The previous findings can serve as reference for operational decision-making of industry related to online platforms of the Sharing Economy model.
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Ferreira, Sandra Marina Mesquita. "O impacto do eWOM no brand equity e na intenção de reservar alojamento online: uma análise sobre o Booking." Master's thesis, 2014. http://hdl.handle.net/10400.26/12977.
Full textAbstract:
O electronic word of mouth (eWOM) tem uma influência decisiva no comportamento do consumidor. Este impacto é particularmente visivel no sector do turismo, onde cada vez mais os consumidores recorrem à internet para planear e comprar as suas viagens. Muitos fazem-no através do Booking, o agente de vendas on line mais utilizado em Portugal e um dos que reúne mais utilizadores em todo o mundo. (...)
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Coelho, Carolina Simões. "Quais os aspectos do brand equity que têm maior peso na decisão de compra das assinaturas digitais? : caso Diário de Notícias e Jornal de Notícias." Master's thesis, 2017. http://hdl.handle.net/10400.14/25649.
Full textAbstract:
Ao entrar para a era digital, o jornalismo viu o seu âmbito ampliar-se para
jornalismo online. A passagem para um novo meio trouxe várias vantagens potenciadas
pelo desenvolvimento da internet e das tecnologias digitais, assim como introduziu novas
problemáticas inerentes ao próprio meio digital. Perante novos desafios, o jornalismo
online tem procurado um modelo de negócio capaz de gerar receitas na web. As
assinaturas digitais dos jornais têm sido uma opção, existindo a possibilidade de ler o
jornal através do computador e dos dispositivos móveis smartphones e tablets. Ora num
mundo repleto de marcas, em que existe informação disponível de forma gratuita e
descontrolada, torna-se pertinente explorar como o brand equity influencia a decisão de
compra dos consumidores, sendo este o tema da presente investigação. Apesar de as
assinaturas digitais do Diário de Notícias e Jornal de Notícias serem apenas a versão
digital em pdf da versão em papel, através de um inquérito aplicado aos assinantes
digitais, concluiu-se que existem motivos específicos para a compra por parte dos
consumidores. A lealdade à marca, a notoriedade do nome da marca e o jornal em papel
têm influência na compra das assinaturas digitais em análise, sendo estas as principais
conclusões retiradas deste relatório de estágio.Entering in the digital age, journalism saw his term broaden to online journalism. The transition to a new scope brought several advantages allowed by the development of the internet and digital technologies, as well as introduced new problematics inherent to the digital scope itlsef. Facing new challenges, online journalism has been looking for a business model capable of generating web revenues. The digital subscriptions of newspapers have been an option, with the possibility of reading the newspaper through if the computer and mobile devices smartphones and tablets. In a world full of brands, where information is avaliable in a free and uncontrollable way, it becomes pertinent to explore how brand equity influences consumers in their purchasing decisions, which is the subject of this investigation. Although the digital subscriptions of Diário de Notícias and Jornal de Notícias are only the digital version in pdf of the paper version, through a survey applied to digital subscribers, it is clear that there are specific reasons for have influence on the purchasing of digital subscriptions, which are the main conclusions from this internship report.
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Eckes, Matthias Johannes. "Empirical investigation of the impact of online Word of Mouth on customer based brand equity in the German product market." Master's thesis, 2016. http://hdl.handle.net/10400.14/20725.
Full textAbstract:
For companies, intangible assets like their brands are gaining importance. Consequently, it is
crucial for marketers and for academia to understand how to build and nourish strong brands.
Brands deliver value to the company and are a signal of differentiation in the customer’s mind.
The brand equity residing in the mind of a customer can define the strength of a brand. In
addition, previous research indicates that word of mouth (WOM) is a strong influencer on the
customer’s perception in any purchase situation. Hence, this study was a step forward and
brings the concepts of customer-based brand equity (CBBE) and WOM together. Therefore, a
model was developed that captures the effects of manipulated WOM on the CBBE, representing
the strength of a brand. Further, the researcher was interested if the effects of positive or
negative WOM are moderated by the knowledge level of the customer. Using a longitudinal
study design, a sample of 36 participants was exposed to either positive or negative WOM. The
results of the repeated CBBE measures indicate that negative WOM has a negative impact on
CBBE. Additionally, results show that novice customers are with the magnitude and number of
effects stronger affected by negative WOM than brand experts. An influence of positive WOM
on the CBBE could not be found. The study allows two distinct implications to protect and
build a strong brand. First, an increase of the knowledge level of customers via brand education.
Second, leverage on social media to encourage customer feedback.Para as empresas, os ativos intangíveis, assim como as suas marcas, estão a ganhar importância. Por conseguinte, é crucial para os comerciantes e para a academia compreender como construir e nutrir marcas fortes. As marcas geram valor para a empresa e são um sinal de diferenciação na mente do cliente. O valor adicional atribuído à marca e que está presente na mente do cliente pode definir o poder da mesma. Além disso, pesquisas anteriores indicam que a word of mouth (WOM) é um forte influenciador na perceção do cliente em qualquer situação de compra. Assim, este estudo foi um passo em frente e traz os conceitos de customer-based brand equity (CBBE) e WOM juntos. Por conseguinte, foi desenvolvido um modelo que capta os efeitos da WOM manipulado no CBBE. Além disso, o investigador estava interessado em verificar se os efeitos da WOM positiva ou negativa são moderados de acordo com o nível do conhecimento do cliente. Utilizando um desenho de estudo longitudinal, uma amostra de 36 participantes foi exposta a uma WOM positiva ou negativa. Os resultados repetidos das medidas CBBE indicam que uma WOM negativa tem um impacto negativo sobre o CBBE. Uma influência da WOM positiva no CBBE não foi encontrada. O estudo permite duas implicações distintas para proteger e construir uma marca forte. Em primeiro lugar, um aumento do nível de conhecimento dos clientes através da educação na marca. Em segundo lugar, a influência dos meios de comunicação social para incentivar o feedback do cliente.
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Li, Ai-Jhen, and 李艾蓁. "The Study of Relationships among Involvement, Brand Equity, Service Quality, Perceived Value and Customer Loyalty - An Example of Online Shopping 3Cs Products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/pueuq2.
Full textAbstract:
碩士高苑科技大學
經營管理研究所
101
This study aims at exploring the determinate factors that influence consumers’ purchasing behavior as doing online shopping 3Cs products. The theoretical bases of this study was based the dimensions of E-S-QUAL framework proposed by Parasuraman et al.(2005). The research population of this study focused on the consumers who used to purchase 3Cs products through internet, and randomly selected the sample to fill out the online survey. As for the methodology, SPSS for Windows 18.0 statistical software packages was utilized to analyze and explore the relationships among purchasing involvement, brand equity, service quality, perceived value and customer loyalty. The significant findings of this research were shown as following: 1. Purchasing involvement significantly influenced customer loyalty in positive way. 2. Brand equity significantly influenced customer loyalty in positive way. 3. Service quality significantly influenced customer loyalty in positive way. 4. Perceived value significantly influenced customer loyalty in partial positive way. 5. Purchasing involvement significantly influenced brand equity in positive way. 6. Brand equity significantly influenced service quality in positive way. 7. Service quality significantly influenced perceived value in positive way. The suggestions toward management issues were listed as following: 1. To understand what consumers need and plan the appropriate promotion strategies. 2. To perform multiple marketing strategies, such as discount strategy, experience sharing of users, and online ads to attract 3Cs consumers. 3. To maintain the relationships with consumers by achieving the basic service quality request to make the users feel respected and concerned. Moreover, the website should create a system or assistant platform to promptly solve the problems for consumers in order to increase consumers’ perceived value. 4. The research found out the dimension of product value significantly influenced customer loyalty in negative way. In the other words, if online dealers ignore the quality of product and after-care service in long term, they may lose a bunch of high loyalty customers. Therefore, thinking of how to consolidate consumers’ loyalty is urgent and a must for online dealers.
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Penke, Anna-Katharina. "Building online content on offline moments: opportunities for brands in social media." Master's thesis, 2017. http://hdl.handle.net/10071/14996.
Full textAbstract:
Purpose: Creating online content on the brand page that is considered attractive and
interesting is key. Thus, the purpose of this is to investigate the impact of moment marketing
as a communication strategy for content creation under the umbrella of interactive marketing
on equity measures of the brand. Furthermore, the paper strives to differ between high brandmoment fit and low brand-moment fit and understand effects on existing versus differentiated
brand associations.
Methodology/Approach: The experimental study evaluated a total of 320 respondents that
were randomly assigned to one of four brands in Germany of the industries sporting
goods/apparel, alcoholic beverages, cosmetics and retail/supermarkets. The experimental
condition was tested against a controlled condition for its impact on consumer-based brand
equity via simple linear regression and comparing means. Data collection was carried out via
a standardized online-survey.
Findings: The results of the experimental study show that moment marketing has an equal
impact on consumer-based brand equity compared to a regular brand post. However, brand
posts related to an event have the potential to increase online participation (reactions toward
the brand post, commenting and sharing the post) to a greater degree than a regular brand
post. Furthermore, it was shown that existing brand associations are strengthened
independent of the fit of the event with the brand whilst there has been shown no effect on
differentiated associations whatsoever.
Added value: Regarding existing literature, this research contributes by providing new
insights on the effects that moment marketing has on consumer-based brand equity
constructs. This study acts as preliminary research in this field and thus has great scientific
relevance.Objetivo: Para os profissionais de marketing que atuam nas redes sociais é essencial saber quais características fazem o “Branded Content” popular bem como quais fatores condicionam a interação com o consumidor. Desta forma, torna-se essencial a criação de conteúdos que sejam considerados atrativos e interessantes na página da marca. O objetivo deste é investigar o impacto do “Moment Marketing” como estratégia de comunicação para criação de conteúdo sob a égide do marketing interativo na medição de equidade da marca. Além disso o trabalho busca estabelecer uma diferenciação entre high brand-moment fit e low brand-moment fit e entender os efeitos nas associações de marca já existentes em comparação com as diferenciadas. Metodologia/Abordagem: O estudo experimental avaliou um total de 320 entrevistados, que foram designados de forma aleatória para uma de quatro marcas Alemãs das seguintes indústrias: Esportes material/aparelhos, bebidas alcoólicas, cosméticos e varejo/ supermercados. A condição experimental foi testada em comparação a uma condição controlada via regressão linear simples e meios de comparação no que diz respeito a seu impacto no consumer-based brand equity. A coleta de dados foi realizada via pesquisa online padronizada. Descobertas: Os resultados do estudo experimental mostram que o “Moment Marketing” tem o mesmo impacto no consumer-based brand equity se comparado a uma postagem comum. Entretanto as postagens de marca associados a um evento, tem o potencial de aumentar a participação online (reações em direção ao post de marca, comentários e compartilhamento do post). Além disto, impactos na equidade da marca dentro do “Moment Marketing” são maiores quando nota-se um maior ajuste entre o momento e a marca. Por outro lado, associações de marca já existentes podem se fortalecidas com low ou high brandfit, associações diferenciadas não é devido à brand-moment fit. Valor Adicionado: Este estudo atua como uma pesquisa preliminar em seu campo de estudo e portanto possui grande relevância científica. Resultados desta pesquisa contribuem para descobertas em campos relacionados ao marketing de conteúdo digital e marketing interativo, sendo assim, a primeira pesquisa que define mais a fundo as características do conteúdo publicado nas redes sociais, indo além da separação de conteúdo gerado por empresas e por usuários contido em estudos anteriores
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Chen, Ching-Yao, and 陳鏡堯. "A study on the impact of online shopping service recovery fairness on customer repurchase intention and brand equity －Evidence from Taiwan，Hong Kong and Mainland China." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/50115579131940630212.
Full textAbstract:
博士國立雲林科技大學
企業管理系博士班
101
This research framework is based on the context of e-service recovery, and emphathizes emotional attachment to discuss the influences on the customers repurchase intentions and brand equity of online stores. It examines how customer perceived trust, emotional attachment perceived value, and service recovery fairness influence customer brand equity. This study aims to highlight the potential impact of customer emotional attachment and the effect of service recovery fairness in the context of online stores’ service recovery. Analyses of the data collections were from China, Hong Kong, and Taiwan. The findings indicate that trust is the most important factor that influence perceived value, emotional attachment; meanwhile, trust can influence on brand equity through value, which implies that perceived value and emotional attachment have mediating effect. In addition, the perception of service recovery fairness has positive impact on the relationship between perceived value and brand equity. However, the relationship between customer emotional attachment and brand equity can be mitigated by the perception of service recovery fairness. Furthermore, Chinese customer are found to be easily influenced by the emotional bond with shopping site, which implies that the role of service recovery fairness may not effectively strengthen brand equity.
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Chen, Chiung-Mei, and 陳瓊玫. "A Research on Online Brand Equity:A Case of Online Reseller." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/17401807882300182152.
Full textAbstract:
碩士南台科技大學
企業管理系
100
This paper is an exploratory study which takes consumers’ perspectives to investigate online seller’s brand equity. We conducted a literature reviewing and gathered qualitative and quantitative data in order to define the domain of online seller’s brand equity and verify this construct. With respect to the measurement of online seller’s brand equity, we referred to results of consumer interview and studies of Aaker (1996) and Park, Jaworski & Maclnnis (1986). The results indicated that online seller’s brand equity is a higher-order construct which includes six lower-order constucts, price effect, loyalty, intuitive quality, popularity, brand awareness and brand image. The findings of this study could be used as a reference for further studies of online brand equity.