Gotowe bibliografie tematyczne / Brand equity

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Gotowa bibliografia na temat „Brand equity”

Autor: Grafiati

Data publikacji: 4 czerwca 2021

Data aktualizacji: 19 października 2024

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Artykuły w czasopismach na temat "Brand equity"

Chee Hoo, Wong, Chai Yi Xin i Visal Moosa. "Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry". Innovative Marketing 20, nr 1 (4.01.2024): 40–50. http://dx.doi.org/10.21511/im.20(1).2024.04.

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Previous studies have demonstrated varying associations between fundamental components of brand equity within diverse sectors. The purpose of the current study is to examine the influence of Aaker’s brand equity model’s dimensions (brand awareness, brand loyalty, perceived quality, and brand association) on brand equity in the context of toy brands in Malaysia. The study employs a quantitative-based correlation design within a non-controlled setting, using a cross-sectional approach with individuals as the unit of analysis. The population consists of respondents from the general public aged 18 and above, as they are valid buyers of toys. Data collection was conducted using a non-probability sampling method. The questionnaire was sent to the targeted respondents using online Google Form links. A comprehensive dataset from 384 respondents was gathered for descriptive analysis of the demographic profile. Hypothesis testing was performed using regression analysis. The findings indicate that, except for brand associations, the remaining three factors – perceived quality (Beta = .377, p &lt; .001), brand loyalty (Beta = .338, p &lt; .001), and brand awareness (Beta = .221, p &lt; .01) – exhibit a statistically significant positive correlation with the brand equity of children’s toy brands in Malaysia. AcknowledgmentThe authors thank INTI International University, Malaysia, for providing financial support to publish this paper.

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CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Originâ€™s Effect on Consumer-based Brand Equity among Status-Seekers". Journal of Economics and Behavioral Studies 7, nr 3(J) (30.06.2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.

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This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumerâ€™s level of status-seeking motivation is considered when analysing the effect of brandâ€™s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.

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Lieven, Theo, i Christian Hildebrand. "The impact of brand gender on brand equity". International Marketing Review 33, nr 2 (11.04.2016): 178–95. http://dx.doi.org/10.1108/imr-08-2014-0276.

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Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains. Design/methodology/approach – Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934 cross-clustered observations. Linear mixed effect models examined a series of nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and the moderating role of consumers’ biological sex as well as individualistic and collectivistic cultures. Additional robustness tests provide support on form, metric, and scalar invariance of the measurements and the robustness of the observed effects across countries and cultures. Findings – The current research reveals that androgynous brands generate higher brand equity relative to exclusively masculine, exclusively feminine, and undifferentiated brands. The authors also show a brand gender congruence effect such that male consumers value masculine brands higher than females while female consumers value more feminine brands higher than males. Finally, highly masculine brands generate higher brand equity in more individualistic countries whereas highly feminine brands generate higher brand equity in more collectivistic countries. Originality/value – This is the first research examining and demonstrating the positive influence of androgynous brand gender perceptions on brand equity. To the best of the authors’ knowledge, this is also the first paper examining brand gender effects across countries and cultures.

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González-Benito, Óscar, Mercedes Martos-Partal i Mariana Fustinoni-Venturini. "Brand Equity and Store Brand Tiers: An Analysis Based on an Experimental Design". International Journal of Market Research 57, nr 1 (styczeń 2015): 73–94. http://dx.doi.org/10.2501/ijmr-2015-006.

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The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands. A few exceptions analyse store brands from an aggregate perspective, without differentiating their types. The present study instead considers the effect of store brand tiers (e.g. generics, standard, premium) on brand equity. An experimental design compares scores for different store and manufacturer brands across branded and unbranded tests. Store brands, including premium ones, suffer a brand equity disadvantage compared with manufacturers’ brands. Generic store brands are at a clear disadvantage; premium store brands do not differ from standard store brands in terms of brand equity.

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Sharma, Rajesh. "Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions". Metamorphosis: A Journal of Management Research 16, nr 1 (12.05.2017): 45–59. http://dx.doi.org/10.1177/0972622517702187.

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The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

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Ghosh, Saugat, i Karnak Roy. "IDENTIFYING BRAND EQUITY DIMENSIONS AND MEASURING ITS RELATIONSHIP WITH PRODUCT QUALITY DIMENSIONS: A STUDY ON JUICE BRANDS IN INDIA". International Journal of Management & Entrepreneurship Research 2, nr 7 (7.01.2021): 463–75. http://dx.doi.org/10.51594/ijmer.v2i7.191.

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Brand Equity, which speaks about the perceived value of a product under a brand name, is one of the key measures of a brand’s success. Higher level of brand equity could be translated as higher perceived value, growing market share and greater ROI. Thus, marketers are in eternal pursuit to device strategies for achieving higher brand equity. But for achieving this, knowledge about brand equity constructing components is necessary. Although theoretical studies have identified some brand equity constructing components, empirical validation of the theoretical constructs are vague. Studies in this field also states that product quality plays a significant role in creating brand equity, but empirically the interrelationship between product quality dimension and brand equity is not properly measured. The present study which is conducted on the juice brands in India aims to identify factors constructing brand equity of juice brands and also to estimate the impact of product quality dimensions of juice as a product on brand equity of the juice brands.Keywords: Brand; Types of Brand Equity; Consumer Based Brand Equity; Dimensions of Brand Equity; Product Quality Dimensions

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Blumrodt, Jens. "Enhancing Football Brands Brand Equity". Journal of Applied Business Research (JABR) 30, nr 5 (27.08.2014): 1551. http://dx.doi.org/10.19030/jabr.v30i5.8807.

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The sport entertainment industry has its most famous representative in Europe. Hundreds of professional football clubs are playing in their European football leagues. They attract supporters in front of the screen and in stadiums. The clubs in competitions are medium sized companies. They are competing and working together while they are delivering their core service, the game on the ground. The spectator can be considered as an important budget line for all clubs. Budgets are nevertheless often not balanced and stadium attendance is underdeveloped. We conducted research within two different football nations, France and Germany. Four clubs were in the sample and interviews with the management were carried out. The conceptual approach was based on brand image theories. Football clubs are specific sport brands. Brand image elements attract spectators into the stadium for those brands. These elements can explain the purchase intentions of season tickets and merchandising products. Our research revealed that common elements and differences exist between the clubs, each club having a brand identity. We identified which elements lead to purchase intentions and made best practices evident. The importance of the game is often overestimated by a clubs management. The game and the attractiveness of the stadium are important, but not the only factors explaining stadium attendance. The club has also to be a good club in the community, and corporate social responsibility (CSR) becomes a crucial issue.

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Haxhialushi, Rozana, i Vjollca Hysi Panajoti. "Measuring Brand Equity among Albanian Consumers". European Scientific Journal, ESJ 14, nr 16 (30.06.2018): 106. http://dx.doi.org/10.19044/esj.2018.v14n16p106.

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Brands offer advantages for consumers and companies and companies are spending a lot in creating and managing their brands. Brand equity and its dimensions have received a great attention from academics. The purpose of this paper is to test the proposed model to better understand brand equity among Albanian consumers. It investigates the hierarchy of brand equity dimensions and the effect these dimensions have on brand equity. Hypothesis were tested using structural equation modeling. The reliability of the model was assessed using confirmatory factor analysis. Results show that brand awareness has a positive effect on brand associations, brand associations positively affect perceived quality which is positively related to brand loyalty. All dimensions have a positive effect on brand equity. Items for measuring overall brand equity were used. This study contributes to the large body of literature on brand equity. It has limitations because we use two product categories and a limited set of brands.

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Hoere, Yohanes Baptista, i Yolanda Masnita. "Anteseden Halal destination brand equity menggunakan halal brand equity theory untuk promosi halal tourism". Jurnal Ilmiah Ekonomi Islam 8, nr 3 (24.10.2022): 2473. http://dx.doi.org/10.29040/jiei.v8i3.6543.

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The purpose of this study was to examine and analyze the effect of halal brand awareness, halal brand value, halal brand image, perceived quality of halal brand on destination brand equity. The location of this research was carried out in halal tourist destinations in the city of Jakarta. The method in this study uses the theory of halal brand equity which is used to describe the value of recognized brands, based on the idea that established and reputable brands are more successful. The results of this study state that halal brand awareness has a positive and significant effect on destination brand equity, halal brand value has a positive and significant effect on destination brand equity, halal brand image has a positive and significant impact on destination brand equity, perception of halal brand quality has a positive and significant impact on destination brand equity. Destination Brand Equity This research confirms that there is a significant influence between halal brand image and destination brand equity. In order to encourage destination brand equity by maintaining and increasing halal brand awareness, halal brand value, halal brand image, perceived quality of halal brand.

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Nørskov, Sladjana, Polymeros Chrysochou i Marina Milenkova. "The impact of product innovation attributes on brand equity". Journal of Consumer Marketing 32, nr 4 (8.06.2015): 245–54. http://dx.doi.org/10.1108/jcm-10-2014-1198.

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Purpose – This paper aims to examine the impact of product innovation attributes (complexity, relative advantage, compatibility, trialability and observability) on brand equity, and whether these attributes exert a different effect on low- versus high-equity brands. The moderating role of consumer innovativeness in this relationship is investigated further. Design/methodology/approach – The study is based on survey data from users of two brands of digital audio players of different brand equity levels. Findings – Overall, it was found that innovation attributes have an effect on brand equity, and this effect differs between low- and high-equity brands, with a low-equity brand being benefited more than a high-equity brand from perceptions towards a product’s innovation attributes. Additionally, it was found that the impact of complexity and relative advantage on brand equity increases when consumer innovativeness increases in the case of a high-equity brand. However, no significant difference was found between low- and high-equity brands regarding the proposed moderating effect of innovativeness. Research limitations/implications – The study only examines two brands belonging to one particular industry, which limits the findings’ generalizability. Thus, the use of more test brands from different industries should be the goal for future research. Practical implications – Managers should consider the firm’s current brand equity level and its competitive position to maximize the effect of product innovation attributes. Originality/value – The study makes an original contribution to the research on the relationship between product innovation and brand equity and provides theoretical and managerial implications in the field of innovation and brand management.

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Rozprawy doktorskie na temat "Brand equity"

Zetterberg, Martin, Pontus Davidsson i 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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Almeida, Igor Pereira de. "Social brand equity". Master's thesis, FEUC, 2011. http://hdl.handle.net/10316/18058.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Coelho.
Anteriormente as pessoas só podiam ligar à Internet através do computador, mas com a vinda de dos smartphones, agora podemos comunicar em todo o mundo através da Internet. Isto implica que podemos ler, ver e partilhar mensagens, vídeos e fotos onde e quando quisermos. E graças á mídia social como o Facebook, Twitter, LinkedIn é mais fácil do que nunca de comunicar com pessoas e marcas. A vantagem destas novas tecnologias implica que os consumidores podem participar na partilha de notícias. Os consumidores podem partilhar as suas opiniões através de blogs, e ainda partilhar vídeos e fotos, e é mais facil a entrar em contacto com as empresas. A partir da perspectiva de negócios, as empresas não podem mais recusar a mídia social. Muitas empresas estavam relutantes no passado por causa dos perigos que a mídia social podiam trazer, mas agora são forçados a atender a proucura dos consumidores. Uma estratégia de mídia social bem concebida tráz enormes vantagens para as empresas, porque as empresas, podem estar mais perto do consumidor e podem assim, ligar os consumidores à marca. Um consumidor que se sente ligado a uma companhia vai promover a marca positivamente, tanto online como offline. A passa palavra tornou-se um método comprovado. É uma técnica de marketing que ajuda a aumentar a conscientização sobre um determinado produto ou marca. A mídia social é um instrumento barato para as empresas e pode aumentar esta técnica efectiva de marketing. A mídia social também oferece uma forma de construir uma comunidade á volta da marca. Pessoas com atitudes positivos (ou negativos) sobre uma marca podem partilhar as suas ideias e experiências uns com os outros, mas também com a marca. É importante manter a informação de forma correta, porque podem e devem melhorar a qualidade do serviço ou produto. Hoje em dia as necessidades dos consumidores estão em função da procura. Com outras palavras, os consumidores decidem o que querem, e as empresas cumprem os desejos dos consumidores, ouvindo-os. O investigador David Aaker criou em 1991 um modelo para as empresas gerir o valor da marca. O resultado da investigaçao é que o valor da marca é influenciado por quatro dimensões, ou seja, qualidade percebida, lealdade à marca, associações da marca e reconhecimento da marca. Keller (1993), Keller e Machado (2006) e Kotler e Keller (2006) apresentaram um modelo conceitual para o valor da marca a partir da uma perspectiva do consumidor individual. O modelo conceitual é baseado em duas componentes: o conhecimento (consciência) e a imagem (imagem). Christodoulidis e De Chernatony (2009) afirmam que Aaker (1991) e Keller (1993), têm o valor da marca conceituada, mas nunca operacionalizou uma escala de medição. Yoo, Donthu e Lee (2000) expandiram o modelo de Aaker. Estes autores separaram o conceito de valor da marca colocando-a entre as "dimensões do valor da marca" e "valores gerados para os clientes e a empresa." Além disso, eles inseriram como antecedentes de dimensões valor da marca das atividades de marketing que em sua opinião, têm efeitos significativos sobre as dimensões do valor da marca. Nesta dissertação, adotamos o modelo de Yoo, Donthu e Lee. Nós criamos um modelo para medir o valor da marca social. Para a realização da pesquisa foram utilizados itens do estudo de Yoo, Donthu e Lee, e acrescentamos duas variáveis ao modelo, ou seja, onde as pessoas procuram informação (searching), e qual conteúdo específico os fans querem ver na pagina do Facebook (fanpage). Nós experimentamos este modelo para a marca de carros Mini.

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Zheng, Xiaoshu, i Yuan Shi. "The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202174.

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Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. This paper is on the case of Geely Group acquiring Volvo Car which was a typical acquisition of a high brand equity company by a low brand equity company. The aim of the paper is to verify whether this type of acquisition could increase the acquirer’s brand equity evaluated by consumers. This paper selects two brand strategies, ‘the house of brands strategy’ and ‘the endorsed brand strategy’, as the study objects of post-acquisition brand integration, and attempts to find the differences on consumers’ expectations and what is better suited for the new joint company. Therefore, a survey research strategy was used in this paper. A conceptual framework which included brand loyalty and perceived quality was developed from a review of the existing literature. Samples of data collected from Chinese consumers have been analyzed for the changes of consumers’ evaluation on the brand equity of Geely after its successful acquisition. Our research result proved that, a low brand equity company could enhance its brand value through acquiring an internationally known brand. After the acquisition, no matter what brand strategy applied, consumers had a more positive attitude towards the brand. The conclusion reached was that firms should be careful to choose an acquisition strategy by considering its strengths. But when faced with a decision of acquisition, the most important thing is to focus on the final success of the acquisition, while the brand integration strategy might be adjusted flexibly.

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Hinestroza, Evelin. "“Brand Equity – A Study on the relationship between brand equity and stock performance”". Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-141449.

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In today’s competitive market companies aim at increasing revenue to acquire a higher market share. Previous research indicates that this can be achieved with intangible assets. These assets are described as a firm’s dynamic capabilities, which can be attained through knowledge resources, organizational structure, employee skills, customer size, Research and Development (R&D), innovative capability, market share or a recognizable brand. Previous studies have associated intangible assets to be very significant for a company’s success and even associated them with creating GDP growth, specifically in Nordic countries. Studies indicate an increasing gap between a company’s market value and book value, which is related to the constant omission of intangible assets from the balance sheet. As a result, this gap, according to previous research, attests that markets are not fully efficient and stock prices do not reflect all available information. Internally generated brand equity is among the assets omitted from the balance sheet. Brand equity is one of the most powerful intangibles within a company. Therefore, it has been alleged of generating higher returns. Due to current accounting standards, IAS 38, internally generated brands are not disclosed on the balance sheet. Instead, the standard solely permits externally generated brand equity, which arises during business combinations, to be recognized. Consequently, researchers are questioning the value relevance of accounting because the omission of internally generated brands does not provide accurate information about a company’s true value. As a result, this may create information asymmetry between management and investors. Since investors are interested in a company’s value, the omission of intangibles may lead to poor economic decisions. Numerous studies have addressed the relationship between intangibles and stock returns. However, there is little research that explains brand equity’s relationship to stock performance. Only one study on Turkish brands, by Basgoze et al (2014), managed to address this relationship. However, the authors only concentrated on abnormal returns and not on significant performance ratios like MTBV, ROA, EPS, P/E and ROE. Considering that the study was based on Turkish brands, a research gap was found in addressing the relationship between brand equity and stock performance in Nordic countries. Seeing that these countries highly invest in intangible assets more than any other European country, it further increased curiosity on the relationship between brand equity and stock performance. To address the gap, a quantitative study in the form of Spearman correlations and a linear regression analysis was conducted. The research design of the study placed brands as an independent variable and stock performance variables as dependent variables. As studies have stated that the MTBV-gap disproves claims of markets being fully efficient, theories like EMH and AHM have been used to analyze the relationship between brand equity and stock performance. Other theories used in the analysis was about brand equity and its different sets, a self-constructed definition of stock performance which included MTBV, ROE, ROA, EPS, P/E and stock returns. The results of the study showed that brand equity had a positive relationship with three out of the six included variables in the study, meaning that there was a positive relation. Furthermore, the study also showed that the market is not fully efficient since the results indicated that, due to brand equity not being included on the balance sheet, not all available information is included in stock prices. Therefore, investors will adapt to the current conditions of the market, which is in accordance to the Adaptive Market Hypothesis.

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Higgins, Julie A. "Brand equity & college athletics investigating the effects of brand uncertainty situations on consumer-based brand equity /". Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1150144059.

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Rios, Rosa Elvira, i 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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Motter, Junior Mario Divo. "A prospective study on the dimensions of global brands, brand equity and brand value". reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/16578.

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This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.

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Storozheva, Yulia, i Stephen Young. "Building brand equity at Huskvarna Motorcycles". Thesis, Jönköping University, JIBS, Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9533.

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Purpose

The purpose of the thesis is to analyze the current challenges facedby Husqvarna Motorcycles in their brand building process, and todescribe ways in which applying the brand equity principles will enablean increase of the value of their brand.

Background

In the complex world of organizations and companies where thecompetitive position plays an important role in successful achievementsof the company, managers seek after building a sustainablecompetitive advantage. Building brand equity is an important focusfor a large company' improvement, since it raises interest of existingand new customers. The process of building brand equity takestime but through this process a company will have a stronger marketposition which creates brand value.

Method

In order to answer the purpose, the qualitative method with implementation of semi-structured interviews for collecting data wasused. The data was interpreted and then structured and analyzedusing theoretical framework.

Conclusions

During the research performed it was found out that the managersare facing several challenges in respect to building brand equity.Therefore, five components of building brand equity were implementedto draw the conclusions of how the managers could strengthentheir brand.

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Zhu, JianJun. "Three essays on brand equity". Diss., University of Iowa, 2009. https://ir.uiowa.edu/etd/770.

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This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of brand equity and decompose it into price and volume premiums. Then, I explore the effects of different brand equity drivers on these premiums. The study on the universe of grocery industry in the U.S. shows compelling evidences that volume premium prevails over price premium in driving revenue premium. Brand structure and positioning, brand strategy and customer characteristics contribute significantly to the changes of the brand market performance measured with price, volume and revenue premiums. My second essay examines the association between consumer-based brand equity (IBBE) and brand market performance, and the moderators of this association. I explore a comprehensive set of market performance measures (penetration, loyalty, market share, price and revenue) of 216 major brands sold in the grocery channel in the U.S., in conjunction with EquiTrend© brand equity measure. The results show that customer based brand equity provides incremental explanatory power for brand market performance beyond the explanation by a wide array of performance determinants identified in the first essay. Furthermore, the equity-performance association is moderated by a set of product and category features, as well as the firm brand strategy. My third essay studies whether firms benefit from having multiple brands across different areas. I model brand market performance as a function of different elements of the firm brand portfolio, including the size and performance of sibling brands and the inter-brand distance. The dataset includes 1,700 brands from over 350 firms in the grocery channel within the U.S. The results show that the brand portfolio information provides incremental explanatory power for brand market performance. Moreover, the size and the performance of sibling brands have significant impact on a focal brand's market performance, and these impacts are moderated by the inter-brand distance.

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Alkhalil, Cindy, i Sophia Rehioui. "Brand Equity inom B2B startups : en kvalitativ studie om hur B2B startups arbetar med brand equity för att skapa konkurrensfördelar". Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34442.

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Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they faces challenges because of lack of capital, time and resources. As the competition in the market grows, startups need to create competitive advantages by working hard with their brand strategies to achieve strong brand equity. This study aims to highlight how B2B startups work with brand equity in order to achieve competitive advantages. The study has used a qualitative research strategy where the primary data has been collected through semi-structured interviews with four different startups based in Stockholm. The study shows that startups need to first position themselves in the market and then work on brand building. The result also shows that B2B startups are aware of the brand's importance and that they in fact work with brand equity to achieve competitive advantages. However, the strategies with the steps in the CBBE model differs depending on the industry and type of corporate activity.

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Książki na temat "Brand equity"

A, Aaker David. Brand equity: Building strong brands. Taiwan: Zhoa Yang Dang, 1995.

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Maltz, Eliot. Managing brand equity. Cambridge, Mass: Marketing Science Institute, 1991.

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Brian, Edwards. Managing brand equity. Princeton, NJ: Distributed by Films for the Humanities & Sciences, 2004.

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Keller, Kevin Lane. Branding and brand equity. Cambridge, Mass: Marketing Science Institute, 2002.

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Maltz, Eliot. Managing brand equity: Conference summary. Cambridge, Mass: Marketing Science Institute, 1991.

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Weindel, Julia Katharina. Retail Brand Equity and Loyalty. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-15037-2.

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Rubicon, Blue. Investing media brand equity online. London: Newspaper Society, 2002.

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A, Aaker David, i Biel Alexander L, red. Brand equity & advertising: Advertising's role in building strong brands. Hillsdale, N.J: Lawrence Erlbaum Associates, 1993.

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Keller, Kevin Lane. Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, N.J: Prentice Hall, 1998.

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Keller, Kevin Lane. Strategic brand management: Uilding, measuring, and managing brand equity. Wyd. 3. India: Prentice Hall, 2008.

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Części książek na temat "Brand equity"

Torelli, Carlos J., i Maria A. Rodas. "Brands, Brand Equity, and Cultural Equity". W Globally-Minded Marketing, 87–102. Cham: Springer International Publishing, 2024. http://dx.doi.org/10.1007/978-3-031-50812-7_7.

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Mogaji, Emmanuel. "Brand Equity". W Brand Management, 159–80. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-66119-9_8.

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Keller, Kevin L. "Brand Equity". W The Palgrave Encyclopedia of Strategic Management, 128–32. London: Palgrave Macmillan UK, 2018. http://dx.doi.org/10.1057/978-1-137-00772-8_712.

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Keller, Kevin L. "Brand Equity". W The Palgrave Encyclopedia of Strategic Management, 1–5. London: Palgrave Macmillan UK, 2016. http://dx.doi.org/10.1057/978-1-349-94848-2_712-1.

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Park, C. Whan, Deborah J. MacInnis, Xavier Drèze i Jonathan Lee. "Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE)-Based Brand Equity*". W Brands and Brand Management, 159–88. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-12.

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Erdem, Tülin, i Joffre Swait. "Utility-Based Models of Brand Equity". W Brands and Brand Management, 207–30. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-14.

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Lily Suhairi, Lydia Hidayu, i Noor Hasmini Abdul Ghani. "Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions". W Industry Forward and Technology Transformation in Business and Entrepreneurship, 199–208. Singapore: Springer Nature Singapore, 2023. http://dx.doi.org/10.1007/978-981-99-2337-3_18.

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Smith, Aaron C. T., Constantino Stavros i Kate Westberg. "Introduction: Crowdsourcing Brand Equity". W Brand Fans, 1–23. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-48854-7_1.

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Busche, Laura. "Brand Equity and Management". W Brand Psychology, 60–75. New York: Routledge, 2023. http://dx.doi.org/10.4324/9781003336693-4.

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Steenkamp, Jan-Benedict. "Global Brand Equity". W Global Brand Strategy, 243–73. London: Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-349-94994-6_9.

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Streszczenia konferencji na temat "Brand equity"

Arunachalam, Thiruchelvi, Mayurigha Sivakumar i Ashvadharani Raveendran. "Young consumers' insights on brand association, brand awareness, perceived quality, brand image, brand loyalty and brand equity". W XIX International May Conference on Strategic Management – IMCSM24 Proceedings. University of Belgrade, Technical Faculty in Bor, 2024. http://dx.doi.org/10.5937/imcsm24043a.

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Brands try to capture young consumers as they are early adopters which help them to secure business for long term. The purpose of this study is to examine the effects of brand association, brand awareness, brand image, perceived quality and the mediating effect of brand loyalty on brand equity among young consumers and their direct relationship with brand equity. Data from 75 young consumers were analysed using an open-source software named Jamovi and PLS-SEM. Empirical results via Correlation and Multiple regression authenticated that direct relation was insignificant for all the variables except perceived quality but most variables were significant in indirect relationship with brand loyalty as mediator. Overall, the model was an average fit. Perceive quality predominantly affects brand loyalty, which in turn has a significant impact on brand equity. These findings imply to marketing professionals and practitioners to aid them develop marketing strategies to amplify brand equity and gain a competitive edge to foster their business.

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Drastyana, Serlly Frida. "Brand Awareness and Brand Equity of Outpatient". W Health Science International Conference (HSIC 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/hsic-17.2017.19.

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DOAN, Khanh Hung, Dao Phu Loc TRAN i Maruf Mohammad Sirajum MONIR. "Destination Brand Equity of Cultural Destination: The Case of Hue City, Vietnam". W The International Conference on Economics and Social Sciences. Editura ASE, 2024. http://dx.doi.org/10.24818/icess/2024/028.

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Along with the development of tourism, the competition between tourist destinations is growing. Therefore, destinations must compete fiercely in many forms to survive and develop. Fierce competition among tourist destinations requires them to create competitive advantages over others. At this time, the destination brand is essential to help the destination achieve its development goals and ensure its position. Previous research has acknowledged the added value that brands bring to tourism destinations. However, research on destination brand equity must continue, especially for destinations with outstanding characteristics, such as cultural and heritage destinations. This article explores the factors that make up the brand equity of a cultural destination. From there, we can have a more specific view of the differences in evaluating destination brand equity. The research was carried out based on a survey of 251 tourists in Hue City, Vietnam, the cultural city of ASEAN. The results show that the dimensions of cultural property of the destination brand equity positively influence the structure of destination brand equity. The equity aspects of the cultural destination brand include the equity of the cultural destination brand, Positive associations about the cultural destination, quality of the cultural destination brand, and loyalty. Through this research, destination managers can identify the advantages of the cultural destination brand in Hue City and then have solutions to improve the equity of the destination brand there. The paper ends with a discussion of the results and implications of the study.

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Qorbani, Zahra, Hamidreza Koosha i Mohsen Bagheri. "The Impact of Brand Equity on Customer Equity". W 2019 15th Iran International Industrial Engineering Conference (IIIEC). IEEE, 2019. http://dx.doi.org/10.1109/iiiec.2019.8720728.

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"The Effects of Brand Association and Brand Relevance on Brand Equity". W 3rd International Conference on Scientific and Academic Research ICSAR 2023. All Sciences Academy, 2023. http://dx.doi.org/10.59287/as-proceedings.621.

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Chen, Yu-Shan, Wen-Pin Tien, Yu-I Lee i Ming-Lun Tsai. "Greenwash and green brand equity". W 2016 Portland International Conference on Management of Engineering and Technology (PICMET). IEEE, 2016. http://dx.doi.org/10.1109/picmet.2016.7806783.

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Grubor, Aleksandar, Nenad Đokić i Nikola Milićević. "Measuring Brand Equity and Brand Image in Marketing Research". W 24th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management. University of Novi Sad, Faculty of Economics in Subotica, 2019. http://dx.doi.org/10.46541/978-86-7233-380-0_18.

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Xi, Nannan, i Juho Hamari. "The Relationship Between Gamification, Brand Engagement and Brand Equity". W Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences, 2019. http://dx.doi.org/10.24251/hicss.2019.099.

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Mijan, Rohana. "The Impact Of Brand Development Strategy On Brand Equity". W 7th International Conference on Communication and Media. European Publisher, 2021. http://dx.doi.org/10.15405/epsbs.2021.06.02.15.

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Roskosa, Antra, i Yulia Stukalina. "Exploring Brand Equity-Related Factors in Higher Education". W 15th International Scientific Conference "Rural Environment. Education. Personality. (REEP)". Latvia University of Life Sciences and Technologies. Faculty of Engineering. Institute of Education and Home Economics, 2022. http://dx.doi.org/10.22616/reep.2022.15.003.

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Due to deepened marketing orientation of modern universities the role of branding in the field is constantly growing. In the higher education settings, developing a consistent, attractive and meaningful brand is crucial for maintaining a competitive advantage in the international marketplace in the agenda of commoditization of educational services. Brand equity in higher education –as brand value determined by students’ experiences and perceptions –is related to the university’s superiority in quality and reliability (i.e. first-class academic reputation). The aim of the paper was to assess different brand equity-related factors within the Customer-Based Brand Equity (CBBE) model as perceived by students. The research methods included analysis of theoretical sources and research papers, aswell as a survey administered at Riga Technical University and Transport and Telecommunication Institute (University of Applied Sciences).A questionnaire based on the multi-dimensional Customer-Based Brand Equity model was developed. Structural equation modelling was used for performing confirmatory factor analysis of relationships between different brand equity-related factors. The results of the study indicate that the Performance factor has the highest loading for students, being of primary importance for the development of brand equity by creating positive brand associations and increasing the perceived value. The results of the research would contribute to better understanding of brand equity in higher education settings, which is important for improving the competitive position of a university brand.

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Raporty organizacyjne na temat "Brand equity"

Doraiswamy, Dilip, i Kittichai Watchravesringkan. Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity. Ames: Iowa State University, Digital Repository, listopad 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1499.

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Son, Jihyeong, i Young-A. Lee. Effects of Fast Fashion Brands' Sustainability Practices on Brand Equity Formation. Ames: Iowa State University, Digital Repository, listopad 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-120.

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Song, Sarah, i Minjeong Kim. Strategies for Building Brand Equity for Unfamiliar Companies. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-665.

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Gutierrez, Maria Margarita Gutierrez, Juan José Perona Paéz, Cesar Augusto Ruíz Agudelo i Francisco de Paula Gutierrez Bonilla. Models of brand equity. A systematic and critical review. INPLASY - International Platform of Registered Systematic Review and Meta-analysis Protocols, październik 2023. http://dx.doi.org/10.37766/inplasy2023.10.0062.

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Charles, Vincent, i Jorge Zavala. A Satisficing DEA Model to Measure the Customer-based Brand Equity. CENTRUM Católica Graduate Business School, październik 2015. http://dx.doi.org/10.7835/ccwp-2015-10-0024.

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Riley, Jeremy. The Implications of Contract Manufacturing for a Company?s Brand Equity. Portland State University Library, styczeń 2016. http://dx.doi.org/10.15760/honors.272.

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Vincent, Charles, i Tatiana Gherman. Student-based brand equity in the business schools sector: An exploratory study. CENTRUM Catolica Graduate Business School, wrzesień 2015. http://dx.doi.org/10.7835/ccwp-2015-09-0023.

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Su, Jin. Exploring the Relationships among the Dimensions of Fast Fashion Consumer-Based Brand Equity. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-955.

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Fiore, Ann Marie Marie, Danielle Testa, Kelcie Slaton, Shantell Reid i Sonia Bakhshian. The Small, Inventory Free Retail Format: The Impact on Consumer-Based Brand Equity and Purchase Behavior. Ames (Iowa): Iowa State University. Library, styczeń 2019. http://dx.doi.org/10.31274/itaa.8469.

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Building Brand Equity through Event Marketing. IEDP Ideas for Leaders, listopad 2013. http://dx.doi.org/10.13007/251.

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