Journal articles on the topic 'Online brand equity'
To see the other types of publications on this topic, follow the link: Online brand equity.
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Online brand equity.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Sandhe, Ashutosh Anil. "Consumer Based Brand Equity and Attitude Towards Leading Online Shopping Websites in India." International Journal of Advances in Management and Economics 8, no. 5 (August 30, 2019): 16–27. http://dx.doi.org/10.31270/ijame/v08/i05/2019/3.
Full textAbstract:
The focus of this research was to measure consumer-based brand equity (CBBE) of India’s top online retailing websites Amazon and Flipkart. However, for the sake of confidentiality and copyright, their names were not revealed anywhere in the paper. This was done with the help of Aaker’s and Keller’s concept of brand equity. A sample of 1000 respondents from across the state of Gujarat, India was taken. Data was collected through a structured questionnaire. CBBE was measured by calculating mean scores of overall brand equity and its factors. The factors were brand loyalty, perceived quality, brand awareness, brand association, attitude and purchasing intention. The correlation coefficient between factors and brand equity was considered as weight. The research revealed through the data which retail site had a higher brand equity. One interesting fact that was identified was how keenly both the brands are trying to woo their customers. The results showed very similar trends. A positive relation was found between brand equity and its factors. Based on this relationship the research concluded with a regression model where brand equity was the dependent variable and factors were independent variables. It was observed that the factor ‘brand loyalty’ had the lowest mean value suggesting that with competition and wider choice to consumer, brand loyalty tends to be lower. Favorable attitude was observed for both brands with highest mean values among all factors. Keywords: Brand Loyalty, CBBE, Perceived Quality, Brand Awareness, Brand Association, Attitude, Purchasing Intention.
2
Sandhe, Ashutosh Anil. "A descriptive study of brand equity of india's popular online shopping sites." Independent Journal of Management & Production 11, no. 2 (April 1, 2020): 324. http://dx.doi.org/10.14807/ijmp.v11i2.1066.
Full textAbstract:
The focus of this research was to measure consumer-based brand equity (CBBE) of India’s most popular online retailing websites Amazon and Flipkart. However, for the sake of confidentiality and copyright, their names were not revealed anywhere in the paper. This was done with the help of Aaker’s and Keller’s concept of brand equity. A sample of 1000 respondents from across the state of Gujarat, India was examined. CBBE was measured by calculating mean scores of overall brand equity and its factors like brand loyalty, perceived quality, brand awareness, brand association, attitude and purchasing intention. The correlation coefficient between factors and brand equity was considered as weight. The research revealed through the data which retail site had a higher brand equity. One interesting fact that was identified was how keenly both the brands are trying to woo their customers. The results showed very similar trends. A positive relation was found between brand equity and its factors. Based on this relationship the research concluded with a regression model where brand equity was the dependent variable and factors were independent variables. It was observed that the factor ‘brand loyalty’ had the lowest mean value suggesting that with competition and wider choice to consumer, brand loyalty tends to be lower. Favorable attitude was observed for both brands with highest mean values among all factors.
3
Rios, Rosa E., and Hernan E. Riquelme. "Brand equity for online companies." Marketing Intelligence & Planning 26, no. 7 (October 24, 2008): 719–42. http://dx.doi.org/10.1108/02634500810916681.
Full text
4
Mokha, Anupreet Kaur. "Brand Equity, Brand Satisfaction, and Brand Loyalty." International Journal of Online Marketing 11, no. 3 (July 2021): 34–50. http://dx.doi.org/10.4018/ijom.2021070103.
Full textAbstract:
Brand equity is a rapidly growing field of research. Companies rely primarily on new and creative ways of improving high brand value. The main aim of this research was to examine the impact of brand equity and brand satisfaction on brand loyalty, particularly online shopping, in the context of e-commerce industry by considering brand satisfaction as a mediating variable. Convenience sampling was used to collect data from 500 customers who were using online shopping websites, and the data was analyzed using confirmatory factor analysis followed by structural equation modeling (SEM) through AMOS. The results revealed that brand equity and brand satisfaction had a significant positive impact on brand loyalty, and also brand satisfaction partially mediated the relationship between brand equity and brand satisfaction. This research would provide very useful insights to both academicians and marketers and would help e-commerce managers to improve the image and reputation of the brand.
5
Raharja, Mahardhika Cipta. "ANALISIS EKUITAS MEREK PADA PERUSAHAAN ONLINE." Mabsya: Jurnal Manajemen Bisnis Syariah 1, no. 1 (June 28, 2019): 55–78. http://dx.doi.org/10.24090/mabsya.v1i1.3151.
Full textAbstract:
This study is an empirical study, entitled "Ekuitas Merek pada Perusahaan Online". The purpose of this study was to analyze the measurement model of brand equity in a online company, that if the traditional measurement model that has been used in the offline company applied to the online company.Subjects in this study were users of social networking site Facebook. The object of this study is brand awareness, brand value, brand trust, brand loyalty, and brand equity. Based on the results of research and data analysis with Structural Equation Modeling (SEM) showed that: (1) The level of consumer awareness no positive effect on brand equity from online business brand, (2) The value of the brand is not a positive influence on brand equity from online business brand, (3) Levels consumer trust is not a positive influence on brand equity from online business brand, (4) Positive impact of consumer loyalty to the brand equity of the business brand online, (5) Brand awareness has a positive effect on the value of the brand online business associations, (6) Brand awareness have a positive effect on the association of brand trust in online businesses, (7) The perceived value is not affected positively the trust level of brand in online business; (8) Trust has a positive effect on the level of brand loyalty in business online, and (9) The perceived value has a positive effect on the level of brand loyalty in business online.The implications of the above conclusion that in order to achieve the highest power of a brand, brand equity is measured in the form of an online business, an effort that can be done is to consider each of the dimensions of brand equity, including brand awareness, brand association (in the form of brand value and brand trust), and brand loyalty.
6
Krebs, Isabelle, and Juliane A. Lischka. "Is audience engagement worth the buzz? The value of audience engagement, comment reading, and content for online news brands." Journalism 20, no. 6 (January 28, 2017): 714–32. http://dx.doi.org/10.1177/1464884916689277.
Full textAbstract:
Online audience engagement, such as rating or sharing news, commenting or creating content, can enhance users’ loyalty toward online news brands. Yet recently, uncertainties have been discussed within journalism research and practice concerning the handling of online comment sections and potential negative influences – caused through comment reading – on news brands. From a brand management perspective, audience engagement and comment reading can affect a brand’s equity. This study investigates the value of audience engagement and comment reading for the customer-based brand equity of online news outlets. An online survey with n = 313 users of the digital native cohort revealed that comment reading is neither directly beneficial nor harmful for online news brands. However, for brands providing hard news comment reading seems more likely to have negative than positive relations with CBBE than for brands with other content. Sharing and liking news are associated with a stronger perceived brand quality, loyalty, and associations. User-generated content creation including commenting does not enhance customer-based brand equity. Overall, serious content proved to be a stronger driver of news brand value than any form of audience engagement.
7
San, Lim Ying, Azizah Omar, and Ramayah Thurasamy. "A conceptual study of the formation of online brand equity: The role of online brand trust." Global Journal of Business and Social Science Review (GJBSSR) Vol. 2(2) 2014 2, no. 2 (April 21, 2014): 69–76. http://dx.doi.org/10.35609/gjbssr.2014.2.2(9).
Full textAbstract:
Objective - This paper is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Methodology/Technique – Literature review Findings– Changing environment in the business world is affecting business and the advent of the Internet has also had an enduring effect in the way companies do business. In ensuring the continued survival of a company it becomes imperative that a company develop a loyal customer base. To this effect brand equity is a concept that has been looked at as a way of achieving a loyal customer base. Higher brand equity, leads to higher customers' repeat purchase, to pay more for the same value of quality and to create a long term relationship with the seller. Furthermore, the emergence of the Internet has made the brand equity concept become ever more important in helping the consumers to reduce their search costs and purchase risk in the world of information overload. However, the nature of the Internet also raises an issue of how marketers can build the online brand equity when the buyers and sellers have physical distance in cyberspace. As a result, trust becomes one of the fundamental elements in forming online brand equity. The purpose of this paper thus, is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Novelty – The formation of Online brand equity in Malaysia setting Type of Paper: Conceptual Keywords: Online Brand Association; Online Brand Equity; Online Brand Loyalty, Online Brand Trust
8
Liu, Chengchen, Ya Zhang, and Jing Zhang. "The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention." Journal of Product & Brand Management 29, no. 6 (June 27, 2020): 783–801. http://dx.doi.org/10.1108/jpbm-11-2018-2106.
Full textAbstract:
Purpose There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been extensively researched in the extant literature. This paper aims to explore the factors that contribute to online celebrity branding and improving fans’ purchase intentions. Design/methodology/approach A survey and an experiment were conducted among consumers from the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived self-congruity on a brand is more significant. The brand equity of online celebrities thereby drives followers’ purchase intentions and the perceived quality of products positively moderates this relationship. Originality/value The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase intentions.
9
Weiger, Welf H., Hauke A. Wetzel, and Maik Hammerschmidt. "Leveraging marketer-generated appeals in online brand communities." Journal of Service Management 28, no. 1 (March 20, 2017): 133–56. http://dx.doi.org/10.1108/josm-11-2015-0378.
Full textAbstract:
Purpose The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness of normative and utilitarian appeals commonly employed in practice for enhancing engagement intensity and brand equity in turn. Design/methodology/approach This paper presents two studies at an individual user level. The first study builds on matched data on marketing actions, user behavior, and user perceptions from a Facebook brand community. The second study uses an experiment with members of a firm-hosted online brand community. The authors employ seemingly unrelated regressions while controlling for self-selection. Findings Marketer-generated appeals have a positive effect on brand equity that is mediated by engagement intensity. However, the strength of these effects depends highly on community, user, and relationship characteristics. Practical implications Generally speaking, marketer-generated appeals are effective tools for marketers to build brand equity through enhanced user engagement. However, their effectiveness can be improved when managers use a targeted approach. To offer precise managerial guidance, this paper shows how entertainment value, content consumption asymmetry (e.g. whether a user prefers user-generated content over marketer-generated content), and membership duration increase or lower the impact of appeals in building the brand through engagement intensity. Originality/value The authors provide evidence that appeals designed to drive user engagement in online brand communities are effective tools for boosting brand equity.
10
Kruger, H., and L. C. H. Fourie. "An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa." South African Journal of Business Management 34, no. 4 (December 31, 2003): 27–34. http://dx.doi.org/10.4102/sajbm.v34i4.689.
Full textAbstract:
Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary brand associations. A brand holder’s first instinct may be, when it decides to evolve to the Internet, to maintain the status quo of its offline brand equity or value, by building a uniform online/offline brand. However, from the literature it is evident that authors are not united in their support of building uniform online/offline brands. Although building a uniform online/offline brand present certain tangible advantages, uniformity or non-uniformity proves not to be a binary decision, but dependant on the strategic imperative of the three tiered online/offline brand building initiative. To research three tiered online/offline brand building from a South African perspective, the uniformity and non-uniformity of brand name selection within the South African online/offline retail environment is firstly investigated. The advantages of building uniform online/offline brands are secondly elucidated as presented by the marketing programs – and activities of selected South African retail brands. Secondary brand associations, as part of the three tiered brand building phase or as separate strategic imperative, and the role it plays in non-uniform online/offline brand building, is thirdly examined. Findings are summarised, conclusions are drawn that elucidate the uniform and non-uniform brand building strategies of South African online/offline retailers and recommendations are made for future research.
11
Bozman, Carl S., Matthew Q. McPherson, Daniel Friesner, and Ching-I. Teng. "Brand Equity Effects on Bidding Strategies in an Online Environment." International Journal of E-Business Research 10, no. 2 (April 2014): 1–22. http://dx.doi.org/10.4018/ijebr.2014040101.
Full textAbstract:
Internet auction bidders seldom have all the information resources upon which they have learned to comfortably rely. This raises the possibility that internet auction participants depend more on brand related knowledge and employ bidding strategies consistent with heightened valuations of brand related information. This study empirically examines how differences in brand equity affect consumer online auction behavior on eBay. Branded products with objective values (certified coins) are examined for differences in bidding behavior across auctions. The results indicate auction participants employ incremental bidding strategies for preferred brands that have higher prices except when those brands were for coins of the highest quality. Auctions that had sellers who were not power sellers or which did not take Paypal are more prone to attract late or last minute bidders.
12
Mishra, Aditya Shankar. "Antecedents of consumers’ engagement with brand-related content on social media." Marketing Intelligence & Planning 37, no. 4 (June 3, 2019): 386–400. http://dx.doi.org/10.1108/mip-04-2018-0130.
Full textAbstract:
Purpose The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’ engagement with brand-related social media content. Additionally, the subsequent effects of consumers’ engagement with brand-related social media content on overall brand equity and purchase intention have also been examined. Design/methodology/approach Preliminary studies were conducted to identify brands for the main study. Data for the main study were collected using an online survey administered at the identified brands’ Facebook fan pages. Structural equation modeling was used to test the conceptual model. Findings The results found the uniform effect of the social media marketing efforts and individual’s online social interaction propensity on two levels of consumers’ social media engagement, but the effect on third level has been found only from the individual’s online social interaction propensity. Subsequent effects on brand equity and purchase intention were also found varying across the engagement levels. Research limitations/implications This study extends previous research by examining the effect of brand’s social media marketing efforts and online social interaction propensity on all the three levels of consumers’ engagement with brand-related content on social media. Also, this study enriches the existing literature by investigating the impact of these three levels of consumers’ engagement on brand’s equity and purchase intention. Originality/value Previous research has no evidence of evaluating the effectiveness of social media marketing efforts on the consumers’ engagement with brand-related social media content. Although the effect of general online social interaction propensity on effort and social engagement has been examined in previous research but the effect on consumption, contribution and creation brand-related social media content had not been measured. Additionally, the effect of consumption, contribution and creation on brand equity and purchase intention had not been evaluated.
13
Lu, Tzu-En, Yi-Hsuan Lee, and Jer-Wei Hsu. "Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception." Sustainability 12, no. 17 (August 27, 2020): 6999. http://dx.doi.org/10.3390/su12176999.
Full textAbstract:
This study explores how customer perception of online shopping brands plays a key role in moderating the relationship between service recovery and perceived justice. We incorporated brand equity at the organizational level and brand identity at the individual level into the relationship between online service recovery and customer-perceived justice. The findings are as follows: (a) online service recovery has a positive effect on customer-perceived justice; (b) brand equity at the organizational level has a negative influence on the relationships that courtesy and compensation have with perceived justice; (c) brand identity at the individual level has a negative influence on the relationships that courtesy and compensation have with perceived justice; and (d) hierarchical linear modeling can precisely measure the relationship between organizations and customers.
14
Rios, Rosa E., and Hernan E. Riquelme. "Sources of brand equity for online companies." Journal of Research in Interactive Marketing 4, no. 3 (August 20, 2010): 214–40. http://dx.doi.org/10.1108/17505931011070587.
Full text
15
Jaelani, Evan, and Alvi Alexandra. "Pengaruh Rebranding Aplikasi Mandiri Online Terhadap Brand Equity Pada Pengguna Aplikasi Mandiri Online – Nasabah Kcu Bank Mandiri Bandung Surapati." JSMA (Jurnal Sains Manajemen dan Akuntansi) 11, no. 2 (November 27, 2019): 29–39. http://dx.doi.org/10.37151/jsma.v11i2.4.
Full textAbstract:
Penelitian ini bertujuan untuk menganalisis mengenai pengaruh rebranding terhadap brand equity mandiri online pada Bank Mandiri KCU Bandung Surapati. Teknik penarikan sampel yang digunakan adalah dengan metode non probability sampling dengan teknik incidental. Data diperoleh dari 100 nasabah Bank Mandiri KCU Bandung Surapati. Pengolahan data menggunakan analisis regresi linier sederhana, hasil penelitian ini menunjukkan bahwa rebranding berpengaruh positif signifikan terhadap brand equity. Serta besarnya nilai koefisien determinasi adalah 18,7%, sisanya 81,3% dijelaskan oleh variabel-variabel lain yang tidak diteliti yang mempengaruhi brand equity.
16
Kumar, Jitender. "Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory." European Journal of Marketing 55, no. 4 (January 23, 2021): 969–94. http://dx.doi.org/10.1108/ejm-04-2018-0290.
Full textAbstract:
Purpose The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the simultaneous impact of dual foci of engagement in creating equity for the brand. The role of sense of community is explored as a moderator in influencing customer engagement. Design/methodology/approach The sample is composed of the members of Facebook-based brand communities. An internet survey of 833 subjects provides data to test the theoretical model with the help of structural equation modelling using AMOS 21. Findings The empirical investigation supports the proposed theory except for a few counterintuitive findings. Psychological ownership with the brand and the brand community has a direct effect on customer engagement with the brand and the brand community, respectively. A brand-based value-congruity has a direct effect on brand engagement; however, community-based value-congruity has an indirect effect on brand community engagement through brand community psychological ownership. The moderating effect of sense of community on engagement is also observed. Engagement with dual foci explained a substantial proportion of the variance in brand equity. Research limitations/implications A student sample, cross-sectional research design and a limited number of constructs in the nomological network to explore engagement in an online brand community constitute few limitations of this study. Customer engagement with dual foci has major implications for both the researchers and practitioners dealing with online brand communities. Practical implications To engage customers in online brand communities, dual foci should be the objective of management. A sense of ownership towards the brand and value-congruity with the brand should be aimed to engage customers with the brands; brand community psychological ownership and value-congruity with the community should be embraced by the firms to achieve brand community engagement. A high sense of community also needs to be promoted for strengthening dual foci engagement that further generates brand equity. Originality/value Customer brand engagement and brand community engagement had been studied separately in literature ignoring the fact that brand is the raison d’etre of the community. Taking a dual object engagement perspective, this study has charted out different routes of how to generate brand equity using online brand communities.
17
Schivinski, Bruno, and Przemysław Łukasik. "The influence of Polish consumers’ online brand-related activity on brand equity." e-mentor 2015, no. 5(62) (December 31, 2015): 77–83. http://dx.doi.org/10.15219/em62.1215.
Full text
18
Asano, Glenn, Ting Pong Vincent Cheng, Joan Rhodes, and Peter Lok. "The Influence of Online Reviews and Brand Trust and Customer Equity." Journal of Electronic Commerce in Organizations 17, no. 4 (October 2019): 30–43. http://dx.doi.org/10.4018/jeco.2019100103.
Full textAbstract:
Using a restricted probability sample of 269 participants, the key findings were: (a) that negative online reviews have a higher negative impact on customer equity than positive online reviews; this is a significant finding because previous findings were mainly short-term focus (on willingness to purchase) and long-term measurement such as ‘customer equity' could provide management with new knowledge on negative online reviews; (b) ‘brand equity' driver has the greatest impact on customer equity as compared to the other two drivers (‘value' and ‘relationship'). This is a significant new finding which could assist management in redirecting its resources; (c) brand trust was unexpectedly found to have a negative relationship with the drivers of customer equity. This could be that long-term outcome as brand trust may prove to be difficult to measure in a cross-sectional study. Furthermore, online reviews have no significant relationship with ‘brand trust.' This may be that brand trust may be more important in short-term outcomes with online reviews.
19
Swoboda, Bernhard, Amelie Winters, and Nils Fränzel. "How Online Trust and Online Brand Equity Translate Online- and Omni-Channel-Specific Instruments into Repurchase Intentions." Marketing ZFP 43, no. 1-2 (2021): 37–53. http://dx.doi.org/10.15358/0344-1369-2021-1-2-37.
Full textAbstract:
This study examines omni-channel retailers’ online activities, which previous brick-and-mortar firms’ find challenging, but they are increasingly competing with online players. Therefore, the role of major online-specific instruments such as online aesthetic appeal and omni-channel-specific instruments such as online-offline integration is studied. A framework is proposed in which online trust, as a key mediator in online studies, translates instruments into repurchase intentions. However, the authors also study online brand equity, believing in its strength for repurchasing in competing, reciprocal mediation. They test indirect effects of the instruments in a sequential mediation study and reciprocal effects of trust and brand equity in a cross-lagged panel study based on longitudinal data of consumer evaluations of fashion retailers. Importantly, cross-channel repurchase intention is differentiated. The results provide new empirical evidence of a different relative importance of the instruments and of online trust versus online brand equity. The findings have direct implications for managers interested in understanding which instruments most affect consumer outcomes.
20
Vos, Maren, and Jos Bartels. "Putting Words into Action: Marketing Organic Products with Existing Brand Associations." International Journal of Marketing Studies 10, no. 2 (May 9, 2018): 1. http://dx.doi.org/10.5539/ijms.v10n2p1.
Full textAbstract:
As consumer interest in organic products continues to grow, brands are increasingly adding organic variants to their product lines. However, consumer evaluations of these actions are not straightforward and differ for brands with various associations or within different product contexts. Previous research has shown that products with credence attributes, such as organic products, are often judged by brand name and consumers’ existing brand associations. The current study adds to previous work on brand equity and brand associations by explicitly considering the context and characteristics of these branded organic products. First, a pretest determined the existing brands’ corporate social responsibility (CSR) and corporate ability (CA) associations. Next, an online experiment tested consumers’ perceptions of brand equity, consumers’ trust in the brands and consumers’ purchase intentions, which were analyzed using a fully parallel, multiple-mediator process model with the experimental conditions as independent variables. The results show that brand equity increases most when a brand associated with both CA and CSR introduces an organic product. In addition, consumers trust this brand more compared to brands that are less strongly associated with CSR. Moreover, the intention to purchase organic products increases as brand equity increases, but the intention to purchase organic products does not increase as trust increases. Based on these results, we conclude that brands aiming to increase their value to positively affect consumers’ purchase intentions of their organic products benefit most when they are highly associated with both CSR and CA.
21
Sudirman, Indrianty. "The Power of Social Media in Influencing Customer Decision." Hasanuddin Journal of Business Strategy 2, no. 3 (July 23, 2020): 1–9. http://dx.doi.org/10.26487/hjbs.v2i3.351.
Full textAbstract:
Social media currently plays a very important role as a process of communication and interaction between humans that is not limited by time and space. It is also used as a promotional media by companies to introduce their products to consumers. Many Muslim brands cosmetics also use social media and brand equity to attract consumer interest. This research was conducted on Muslim brand users in Makassar, who were dominated by women with an age range of 20-22 years who were students. The results showed that social media marketing and brand equity had a positive and significant effect on Muslim Cosmetic Brand cosmetics purchasing decisions in Makassar. Marketing online using social media has successfully built brand equity, which in turn affects the buying decision.
22
Rezaei, Sajad, and Naser Valaei. "Branding in a multichannel retail environment." Information Technology & People 30, no. 4 (November 6, 2017): 853–86. http://dx.doi.org/10.1108/itp-12-2015-0308.
Full textAbstract:
Purpose The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type. Design/methodology/approach A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model. Findings The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment. Originality/value With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.
23
Chang Dong Ryun and 추민정. "A Study for Enhancing Brand Equity Value of Online Based Brand." A Journal of Brand Design Association of Korea 9, no. 1 (January 2011): 199–210. http://dx.doi.org/10.18852/bdak.2011.9.1.199.
Full text
24
Wesana, Joshua, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck, and Hans De Steur. "On consumers’ use, brand preference and equity of sports nutrition products." British Food Journal 122, no. 2 (December 5, 2019): 635–54. http://dx.doi.org/10.1108/bfj-08-2019-0589.
Full textAbstract:
Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied. Findings Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands. Research limitations/implications Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures. Practical implications Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector. Originality/value This study is one of the first to examine the customer market of sports nutrition products and brands.
25
Górska, Anna, and Grzegorz Mazurek. "The effect of the CEO media coverage on corporate brand equity: evidence from Poland." Oeconomia Copernicana 12, no. 2 (June 30, 2021): 499–523. http://dx.doi.org/10.24136/oc.2021.017.
Full textAbstract:
Research background: Despite increased attention in the literature to the importance of the CEO?s brand for companies, understanding of the effect of the CEO brand on the corporate brand remains limited. To contribute to this discussion, this paper investigates different facets of the impact of the CEO brand, and particularly its media coverage, on corporate brand equity.
Purpose of the article: This study investigates the relationship between the different aspects of the CEO brand?s media coverage and corporate brand equity.
Methods: Comprehensive media monitoring in the press and online sourcing of CEOs from the strongest Polish brands were conducted. For three years (2014?2017), media monitoring covered 81 CEOs, resulting in over 44,000 data points for this study. Regression analysis was conducted to determine whether a relationship exists between different facets of the CEO?s personal brand and company brand equity.
Findings & value added: This study provides a new perspective on the relationship between the CEO and corporate brands and showcases empirical evidence of the CEO brand?s relationship with corporate brand equity. It introduces two relevant and novel variables (CEO brand reach and CEO brand advertising value equivalent [AVE]) to the literature, which have been limited to the number of mentions and its sentiment. Accordingly, this study contributes to the emerging literature of CEO branding within the branding field. Contrary to expectation, the intensity of media coverage alone was not significant. Results indicate that reach and AVE of CEO media exposure are reflected in the corporate brand equity. The study also finds that negative sentiment toward a CEO?s brand negatively affects corporate brand equity. The study adds to the growing stream of literature on the role of CEO brand.
26
Chakraborty, Uttam, and Savita Bhat. "Online reviews and its impact on brand equity." International Journal of Internet Marketing and Advertising 12, no. 2 (2018): 159. http://dx.doi.org/10.1504/ijima.2018.090953.
Full text
27
Bhat, Savita, and Uttam Chakraborty. "Online reviews and its impact on brand equity." International Journal of Internet Marketing and Advertising 12, no. 2 (2018): 159. http://dx.doi.org/10.1504/ijima.2018.10011683.
Full text
28
Sari, Ade Multi Davista. "Pengaruh Endorser Credibility terhadap Brand Equity ‘Shopee For Men’ dengan Self-Brand Connection sebagai Mediator." Jurnal Sekretaris & Administrasi Bisnis (JSAB) 3, no. 2 (August 26, 2019): 145. http://dx.doi.org/10.31104/jsab.v3i2.123.
Full textAbstract:
Shopee is one of the markets that provide online trading platforms in Indonesia. Shopee is known by consumers as a brand associated with brands only for women. Though Shopee is a neutral market and is aimed at all circles. Brand equity. This will have an impact on consumer preferences including male consumers of the Shopee brand. Shopee has a strategy by launching the "Shopee for Men" program and using Bambang Pamungkas and Vincent Rompies as supporters to change consumer perceptions that Shopee is a market for all people and forms Shopee brand equity. The factor that can shape the equity band is the credibility of endorsers and their own brand connections. Therefore the purpose of this study was to determine the effect of endorser credibility on brand equity with self-brand connection as a mediator. This study uses a quantitative method with a type of descriptive causal research. The sampling technique in this study was purposive sampling which is a part of non probability. Respondents from this study were 100 consumers with male sex living on the island of Java. This study uses SEM-PLS data analysis techniques. The results of this study are endorser credibility, brand equity and self-brand connections in Shopee For Men in the high category. There is a positive influence between credibility of endorsers and brand equity and self-brand connections have an indirect influence or as a mediator between credibility of endorsers and brand equity.
29
Chakraborty, Uttam. "The impact of source credible online reviews on purchase intention." Journal of Research in Interactive Marketing 13, no. 2 (June 10, 2019): 142–61. http://dx.doi.org/10.1108/jrim-06-2018-0080.
Full textAbstract:
Purpose This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present study tries to determine which the Aaker’s (1991) brand equity dimensions have the mediating roles between source credible online reviews and purchase intention. Design/methodology/approach Data were collected from select e-commerce site’s brand community on Facebook social media platform through Google form application. The present study first determines the reliability of the variables. To check the unidimensionality of the variables, exploratory factor analysis has been performed. This study makes use of structural equation modeling bootstrapping method to examine the mediating effects of brand equity dimensions between source credible online reviews and purchase intention. Findings Data analysis reveals that marketers should concentrate more on brand awareness and perceived value, which ultimately influence the purchase intention of the consumers. Originality/value This paper is one of the first that examines the mediating effects of consumer-based brand equity dimensions between source credible online reviews and consumer’s purchase intention. Further, the present study integrates source credibility theory and attribution theory to develop the research model.
30
Susilo, Donny. "Unpacking the influence of flight booking websites to e-loyalty: empirical evidence from South East Asian Millennials." Tourism & Management Studies 16, no. 4 (October 31, 2020): 37–50. http://dx.doi.org/10.18089/tms.2020.160304.
Full textAbstract:
This study aims to understand how Southeast Asian Millennials become loyal to a flight booking website, using the results of an online survey and a E-loyalty model, and structural equation modeling. The findings show that good utilitarian features of websites can significantly increase brand equity and positive online experience (flow) of website users while good hedonic features of websites can significantly increase positive online experience and trust of website users. Brand equity, positive online experience and trust have a direct and significant effect on e-loyalty. When the brand equity of a website, positive online experience and trust of website users are higher, the e-loyalty of millennial customers towards the website is higher. The effect of utilitarian features on trust and hedonic features on brand equity are found to be insignificant. Nevertheless, all the other hypotheses are accepted. This study has successfully expanded Bilgihan’s E-loyalty model application to a different product (flight booking websites) and geographical location (Southeast Asia), proving its generalizability.
31
Lithopoulos, Alexander, Peter A. Dacin, Tanya R. Berry, Guy Faulkner, Norm O’Reilly, Ryan E. Rhodes, John C. Spence, Mark S. Tremblay, Leigh M. Vanderloo, and Amy E. Latimer-Cheung. "Examining the ParticipACTION brand using the brand equity pyramid." Journal of Social Marketing 8, no. 4 (October 8, 2018): 378–96. http://dx.doi.org/10.1108/jsocm-11-2017-0071.
Full textAbstract:
Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model. Findings A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables. Practical implications Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own. Originality/value This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.
32
Momen, Md Abdul, Seyama Sultana, and A. K. M. Ahasanul Haque. "Web-based marketing communication to develop brand image and brand equity of higher educational institutions." Global Knowledge, Memory and Communication 69, no. 3 (September 7, 2019): 151–69. http://dx.doi.org/10.1108/gkmc-10-2018-0088.
Full textAbstract:
Purpose Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions. Design/methodology/approach The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used. Findings In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant. Research limitations/implications Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature. Practical implications Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet. Originality/value This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.
33
Liao, Junyun, and Dianwen Wang. "When does an online brand community backfire? An empirical study." Journal of Research in Interactive Marketing 14, no. 4 (September 28, 2020): 413–30. http://dx.doi.org/10.1108/jrim-07-2019-0115.
Full textAbstract:
Purpose Although online brand communities (OBCs) are extensively demonstrated to be an important social media tool in building brand equity, they may have backfire effects under certain conditions. Drawing from the self–brand connection theory, the purpose of this study is to investigate the effect of group heterogeneity on brand commitment. The mediation effect of self–brand connection and moderation effect of brand symbolism has also been examined. Design/methodology/approach Data were collected using a survey of 498 users from a range of OBCs. Hierarchical regression and bootstrapping method were used to test the research model. Findings The findings indicate that group heterogeneity negatively affects brand commitment in which self–brand connection plays a role of mediation. Further, the negative effect is more pronounced for high-symbolic brands than low-symbolic ones. Practical implications Brand managers are advised to note the dark side of OBCs in general and alleviate the adverse effects of group heterogeneity in particular, especially for high-symbolic brands. Originality/value Previous research pays little attention to the adverse effect of OBCs. This study enriches the literature by revealing that the backfire effect of OBCs arises when users become heterogeneous and uncovering in what situations the negative effect is stronger.
34
Blair, Amanda J., Christina Atanasova, Leyland Pitt, Anthony Chan, and Åsa Wallstrom. "Assessing brand equity in the luxury wine market by exploiting tastemaker scores." Journal of Product & Brand Management 26, no. 5 (August 21, 2017): 447–52. http://dx.doi.org/10.1108/jpbm-06-2016-1214.
Full textAbstract:
Purpose Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score. Robert Parker’s influence as a tastemaker provides a point of comparison across brands. This study looks at brand equity of Bordeaux classified growth wines considering château brands, growths and vintages to illustrate the intangible value for the consumer. Design/methodology/approach Using price and wine-specific data from Wine-Searcher.com, an online database and search engine, an initial sample of 393 wines with Parker scores ranging from 72 to 100 is presented. A subset of perfect wines, with 100-point Parker scores, is also reviewed focusing on the great vintage of 2009. Findings The results indicate that brand equity in the luxury wine market exists. Not only is this true for the brand of a specific château, but there is also equity associated with the vintage and the growth. Practical implications This offers practical implications for brand managers in positioning their wines. Originality/value An analysis of luxury wines supports the financial perspective on brand equity, especially when there is a viable means of determining equivalence, such as the Parker score.
35
MOREIRA, António C., Nuno FORTES, and Ramiro SANTIAGO. "INFLUENCE OF SENSORY STIMULI ON BRAND EXPERIENCE, BRAND EQUITY AND PURCHASE INTENTION." Journal of Business Economics and Management 18, no. 1 (February 5, 2017): 68–83. http://dx.doi.org/10.3846/16111699.2016.1252793.
Full textAbstract:
Sensory stimulation is used by various brands to induce desired behaviours among their customers. Although its effectiveness is recognised in business contexts, little research has been conducted on sensory marketing. In order to contribute to filling this gap, this study sought to build a model that explains how sensory stimulation influences intentions to purchase a brand. Brand experience and brand equity were expected to mediate this relationship. The empirical validation of the model was conducted by carrying out an online survey with a convenience sample of 302 customers of a brand of the catering industry. The data collected were processed using PLS-SEM methodology. The results reveal that sensory stimulation positively influences brand experience and brand equity, which, in turn, have a positive impact on intentions to purchase the brand in question. The relevant contributions that emerged from this study include not only bridging the aforementioned gap in the literature but also offering significant managerial implications.
36
Hyun, Hyowon, JungKun Park, and Weon Sang Yoo. "Luxury Brand Equity in Online Channel: The Moderating Effect of Brand Trust." ASIA MARKETING JOURNAL 21, no. 2 (July 31, 2019): 99–115. http://dx.doi.org/10.15830/amj.2019.21.2.99.
Full text
37
Page, Christine, and Elzbieta Lepkowska‐White. "Web equity: a framework for building consumer value in online companies." Journal of Consumer Marketing 19, no. 3 (June 1, 2002): 231–48. http://dx.doi.org/10.1108/07363760210426058.
Full textAbstract:
In this study, a framework is developed that can be used to build “Web equity”, which is defined as consumer familiarity and perceptions about a Web site. The framework is rooted in traditional brand equity dimensions (brand awareness and brand image) and is supported by four categories of factors identified as important to consumers in building value in online companies: marketer and non‐marketer communications, Web site design, vendor characteristics, and product/service characteristics. How these factors impact consumer awareness and image of a dot.com are discussed and ways in which online companies can effectively use these tools to develop strong Web equity are suggested.
38
Castañeda García, José Alberto, Andrea Del Valle Galindo, and Rocío Martínez Suárez. "The effect of online and offline experiential marketing on brand equity in the hotel sector." Spanish Journal of Marketing - ESIC 22, no. 1 (April 16, 2018): 22–41. http://dx.doi.org/10.1108/sjme-03-2018-003.
Full textAbstract:
Propose This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential marketing (during the stay) with hotel brand equity. In addition, the study attempts to determine if there is a significant link between the online hotel experience and the subsequent offline hotel stay experience. Desing/methodology/approach A self-report survey was conducted in a series of four-star hotels in Granada city. The questionnaire was focused on measuring online experience, offline experience and brand equity. For the analysis of the data, a structural equations model was developed. Findings The results suggest that the experience during the hotel stay, contrary to that of the online purchase process, has an influence on hotel brand equity. Nonetheless, the online experience has a significant impact on the hotel stay experience. Practical implications This study is of particular utility for hotel management given that, although it is a sector that for several years has integrated experiential marketing in its service strategy, there is little research analyzing the impact of such actions on the variables that are of interest to the hotel. Originality/value There are no hotel sector studies that have jointly analyzed the role of the online and offline tourist experience and its role in contributing to brand equity. Recognizing the previous notions will allow hotels to identify where to focus marketing efforts so as to increase brand equity.
39
Schivinski, Bruno, and Dariusz Dabrowski. "The impact of brand communication on brand equity through Facebook." Journal of Research in Interactive Marketing 9, no. 1 (March 9, 2015): 31–53. http://dx.doi.org/10.1108/jrim-02-2014-0007.
Full textAbstract:
Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings – The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value – This article is pioneering in that it exposes the effects of two different types of social media communication (i.e. firm-created and user-generated social media brand communication) on CBBE metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever CBBE metrics.
40
MANSUR, Suraya, Nurhayani SARAGIH, Siti SUSILAWATI, Yusiatie UDUD, and Endri ENDRI. "Consumer Brand Engagement and Brand Communications on Destination Brand Equity Maritine Tourism in Indonesia." Journal of Environmental Management and Tourism 12, no. 4 (June 30, 2021): 1032. http://dx.doi.org/10.14505//jemt.v12.4(52).16.
Full textAbstract:
This study aimed to understand the influence of consumer-brand engagement and brand communication on destination brand equity, survey to maritime tourism of Ujung Kulon and Anak Krakatau, Banten. The population chosen in this study is the Instagram followers of Ujung Kulon and Krakatau Banten.The total of the samples are 96 respondents chosen using purposive sampling. This study used inferential statistic tests, which were divided into two: The correlation Test and Linear Regression Test. This study used a correlational survey method Approach. This research used a quantitative approach and a positivist paradigm. The results showed that the use of Instagram is successful in creating destination brand equity because the entertainment and interaction dimension provided a strong effect on the loyalty dimension of the destination brand equity variable. People who are online and following the Instagram account became loyal because the pictures posted gave entertainment value, joy, and relaxation effect. The interaction between the followers and admin of the account of Maritime Tourism of Ujung Kulon and Anak Krakatau, Banten also added the entertainment value. This study provides new contributions regarding the promotion of maritime tourism destinations through theories about brand engagement, brand equity, and brand communication.
41
Durrani, Shahzad Khan, Shakeel Khan, Muhammad Hashim Khan, and Muhammad Ishtiaq. "The Effects of Marketing Related Activities on Brand Equity through Facebook." Journal of Business and Social Review in Emerging Economies 7, no. 3 (September 30, 2021): 613–28. http://dx.doi.org/10.26710/jbsee.v7i3.1853.
Full textAbstract:
Purpose: The study aims to examine and analyze the effects of various marketing related activities on brand equity through Facebook.
Methodology: An online survey was conducted for this empirical form of research. Questions were designed on a five-point Likert scale and distributed through Google forms, Facebook, and emails. Out of 450 questionnaires 332 active users of Facebook responded. The data was analyzed in SPSS v.21 and AMOS v.22 for results and discussions.
Findings: The research findings confirm that marketing related activities via social media platform specifically Facebook have positive effects on brand awareness and brand image which finally make brand knowledge and thus leading to building brand equity. Moreover, findings show that development in consumer brand relationship in social networking like Facebook needs to understand both goals (media system dependency) and needs (uses and gratifications).
Implications: With the rapid change of technology, Facebook has served as the most attractive part in marketing products, services, and brands to increase sales and brand equity. A large group of brand managers are asking themselves. “How can we improve brand equity by Using Facebook as a marketing channel?” The results and findings in this research study answer this question and lead brand managers to save time and resources and presents some area of improvements related to their needs.
42
YinChieh Hsu, ShuTzu Huang, and WeiPo Kuo. "How Do Brand Beliefs Build Brand Equity in Online Retailing? The Role of Brand Love." INTERNATIONAL JOURNAL ON Advances in Information Sciences and Service Sciences 4, no. 14 (August 15, 2012): 423–30. http://dx.doi.org/10.4156/aiss.vol4.issue14.52.
Full text
43
Ma, Shang-Chun, and Kyriaki Kaplanidou. "How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions." Sport Marketing Quarterly 30, no. 1 (March 2021): 16–29. http://dx.doi.org/10.32731/smq.291.032021.02.
Full textAbstract:
This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.
44
Ma, Shang-Chun, and Kyriaki Kaplanidou. "How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions." Sport Marketing Quarterly 30, no. 1 (March 2021): 16–29. http://dx.doi.org/10.32731/smq.301.032021.02.
Full textAbstract:
This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.
45
Hermaren, Vinna, and Adrian Achyar. "The effect of firm created content and user generated content evaluation on customer-based brand equity." INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia 2, no. 1 (July 31, 2018): 86–100. http://dx.doi.org/10.31842/jurnal-inobis.v2i1.63.
Full textAbstract:
The purpose of this paper is to investigate social media communication and its impact on customer-based brand equity. Compare two social media communication tools that are firm created content and user generated content. A total of 114 data sets developed through a standard online survey to investigate the impact of firm created content and user-generated content evaluation in social media on brand awareness / association, perceived quality and brand loyalty to the cosmetics industry in Indonesia. A mini survey was conducted to find out the types of cosmetic brands that do not perform ad campaigns in traditional media such as television to see clearly the influence of brand communication in social media against brand awareness and association. The author applies Structural Equation Modeling (SEM) techniques to investigate the effect of communication on social media on customer-based brand equity. The findings of this study indicate that evaluation of firm created content has a positive and significant impact on brand association / awareness, perceived quality and brand loyalty. Meanwhile, evaluation of user-generated content has significant effect only on brand awareness / association and perceived quality. In the dimensions of customer-based brand equity, only perceived quality is significantly influenced by brand awareness / association. This research is relevant for marketers for the development of corporate strategy, especially in the cosmetics industry that uses social media as a medium of communication to customers.
Keywords : Marketing, Firm created content, User generated content, Customer based brand equity, SEM
46
Xi, Nannan, and Juho Hamari. "Does gamification affect brand engagement and equity? A study in online brand communities." Journal of Business Research 109 (March 2020): 449–60. http://dx.doi.org/10.1016/j.jbusres.2019.11.058.
Full text
47
Stojanovic, Igor, Luisa Andreu, and Rafael Curras-Perez. "Effects of the intensity of use of social media on brand equity." European Journal of Management and Business Economics 27, no. 1 (March 15, 2018): 83–100. http://dx.doi.org/10.1108/ejmbe-11-2017-0049.
Full textAbstract:
Purpose The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty. Design/methodology/approach The authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before they had any direct experience of the tourist destination and when their knowledge of the city came only from the sources of social media information they have used. The final sample size was 249 interviewees. Findings Findings confirm a positive effect of the intensity of social media use on brand awareness. Results also suggest that brand awareness influences other dimensions of brand equity and highlight the influence of the destination affective image on the intention to make WOM communication. Originality/value Its originality lies in a unique approach for data collecting and using the schema theory of cognitive psychology to understand the phenomenon of social media influence on tourist perception of destination brands. The findings contribute to the development of better social media marketing in order to manage destination brands online.
48
Rana, Arunima, Anil Bhat, and Leela Rani. "A classificatory scheme for antecedents of the sources of “online brand equity”." Journal of Research in Interactive Marketing 9, no. 4 (October 12, 2015): 262–98. http://dx.doi.org/10.1108/jrim-02-2014-0008.
Full textAbstract:
Purpose – The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different researchers have used different marketing variables to indicate the same source of online brand equity. The definitions of the marketing variables change with the change in context, due to the complex e-commerce environment. The marketing variables used in different studies have lead to a conceptual overlap and repetitiveness. Design/methodology/approach – This confusion is sought to be classified by the proposed classificatory scheme that used content analysis of 42 previous studies. The definitions of the antecedents of sources of the online brand equity used by the authors are analyzed with the help of content analysis to summarize the marketing variables in a meaningful way. Findings – The paper identifies 15 major marketing variables by authors in their studies related to various sources of online brand equity. The final list contains 13 frequently used variables which also comprises variables which are evolving due to the dynamic e-commerce environment like the feeling of “virtual-real”. Practical implications – The variables identified can be used by the businesses as a check list to their marketing activities. Originality/value – This is the first paper which identifies and clarifies the ambiguity present in the application of the various online marketing variables.
49
Moslehpour, Massoud, Ka Yin Chau, Alaleh Dadvari, Ben-Roy Do, and Victoria Seitz. "What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries." Sustainability 11, no. 24 (December 6, 2019): 6973. http://dx.doi.org/10.3390/su11246973.
Full textAbstract:
Although brand sustainability is found essential for brand survival, establishing it has remained challenging. Brand sustainability requires a strong association between brand equity and consumer values. The current study attempts to discover critical components involved that may influence Indonesian and Taiwanese consumers to purchase smartphones such as Apple and High-Tech Computer Corporation (HTC). Primary data collection was conducted to gather data through an online field survey. Following a quantitative approach, structural equation modeling (SEM) was used to examine the link between research constructs and the proposed hypotheses based on two samples of 202 and 217 respondents in Taiwan and Indonesia, respectively. Results represent significant and non-significant direct influences underlining the significance of perceived quality and brand preferences when testing brand equity effects on how consumers value different brands. While price premium is found to be the most influential factor that shapes the formation of purchase intention for Apple brands among both Taiwanese and Indonesian consumers, perceived quality is also affecting Taiwanese brand preference for HTC. Furthermore, prestige value is revealed to be a predictor of brand preference among Indonesian HTC consumers. Research findings have important implications for decision-makers to motivate purchase intentions of smartphone users toward specific brands. The insights provided by the findings will assist marketers in developing brand strategies that influence Taiwanese and Indonesian consumers’ purchases of Apple or HTC products.
50
Vannoy, Sandra A., B. Dawn Medlin, and Charlie C. Chen. "Enhancing the Trust of Members in Online Social Networks." International Journal of Virtual Communities and Social Networking 3, no. 4 (October 2011): 15–31. http://dx.doi.org/10.4018/jvcsn.2011100102.
Full textAbstract:
The trust of members is essential to the sustainability of e-business. Unlike other business models, the success of online social networks is highly dependent upon the growth rate of social network size. In order to accelerate and continue the growth rate, online social networks need to be able to continuously roll out diversified services and use them to interest existing and new members. However, the nature of this business model can expose online social networks to ubiquitous security threats such as spam, viral marketing and viruses. In order to convince users to adopt social network services, cultivation of brand equity and trust in the online social networks is essential. This study integrates technical and marketing perspectives to examine the potential influence of website quality and brand equity on user satisfaction, thereby influencing users’ formation of trust. A survey was conducted with 385 subjects to understand the causal relationships between the studied constructs. Regression analysis indicates that website quality, brand loyalty, brand association, and brand quality have a positive influence on user satisfaction, thereby increasing the trust of members in online social networks. Brand awareness shows no significant influence on user satisfaction. These findings lead us to derive theoretical and practical implications on the sustainable operation of online social networks.