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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 < .001), brand loyalty (Beta = .338, p < .001), and brand awareness (Beta = .221, p < .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-Origin’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. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’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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Prasad, S. Shyam, i Shampa Nandi. "Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru". IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 9, nr 3 (20.12.2017): 148. http://dx.doi.org/10.21013/jmss.v9.n3.p4.
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In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches have looked into the consumer based brand equity (CBBE) of national brands only and hence this study was taken up to examine the dimensions of consumer based brand equity for private label brands including the impact of store image on brand equity.An empirical study was done considering survey instrument from previous study of Girard et al. (2017). The data was collected during December 2016 – January 2017 and SPSS and AMOS were used for analysing data.This study found that <strong>Brand Awareness, Brand Loyalty, Perceived Image, Perceived Value, Perceived Risk, Store Image and Price</strong> are the seven dimensions that build into the brand equity of the private label brands.
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Lhotáková, Markéta. "The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands". Studia commercialia Bratislavensia 5, nr 19 (1.12.2012): 434–48. http://dx.doi.org/10.2478/v10151-012-0009-4.
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Abstract The brands are often most valuable asset of the company. The successful brands are annually gaining value while unsuccessful brands may year-on-year significantly loose their value. This article examines effects, tools and trends that influence development of brand value. In the first section you may find analyses of theoretical concepts of brand equity and brand value and its development from the point of consumer as well as brand owner. The next section looks into the different impacts, that increase brands value according to the global rankings of the most successful brands „Best Global Brands“ from Interbrand consulting group and „BrandZ Top 100 Most Valuable Global Brands ranking“ from Millward Brown company. In the conclusion I compare these two attitudes and identify current trends, which play important role in brand value creation.
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Macías, Washington, i Julio Cerviño. "Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions". Review of Marketing Science 16, nr 1 (26.06.2019): 1–24. http://dx.doi.org/10.1515/roms-2019-0005.
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Abstract The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brand equity dimensions. In addition, we explored the moderation effect of similarity between the unauthorized brand (junior brand) and the famous brand. An experimental design with four real famous brands and sixteen fictitious junior brands was applied to 617 undergraduate students from a large university in Ecuador. Hypotheses about the effect on brand equity dimensions and overall brand equity construct were tested using structural equation models. Results showed that awareness of a famous brand was not diluted by consumers’ exposure to junior brands. However, associations, perceived quality, loyalty and an overall construct of brand equity were diluted. There was evidence that similarity between famous and junior brands attenuated dilution. Therefore, considering that brand equity dimensions have desirable consequences on consumer behavior and firm value, this paper’s results highlight the importance of protecting brands against unauthorized use.
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Lieven, Theo, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr i Miriam van Tilburg. "The effect of brand design on brand gender perceptions and brand preference". European Journal of Marketing 49, nr 1/2 (9.02.2015): 146–69. http://dx.doi.org/10.1108/ejm-08-2012-0456.
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Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands. Originality/value – This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.
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Dada, Muhammad Habib. "Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity". Journal of Marketing Strategies 3, nr 1 (4.06.2021): 29–43. http://dx.doi.org/10.52633/jms.v3i1.33.
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The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.
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Yıldız, Yavuz, i Alper Kinden. "INVESTIGATION OF CONSUMER ATTITUDES FROM THE PERSPECTIVE OF CONSUMER BASED BRAND EQUITY ON TRACKSUIT BRANDS". Baltic Journal of Sport and Health Sciences 2, nr 105 (2017): 65–70. http://dx.doi.org/10.33607/bjshs.v2i105.27.
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Background. Brand equity has a positive impact on consumers’ selection of products and services, their perception, purchasing intentions, their willingness to pay more for brands. Brand equity is designed to reflect the real value from the perspective of consumer that a brand name holds for the products and services. Measuring brand equity is important because brands are believed to be strong influencers of business outcomes, such as sales and market share. The aim of this study was to describe the brand equity of tracksuits and investigate the purchasing behaviours of the tracksuit consumers. Methods. The research sample consisted of 250 athletes who were selected via random sampling method. “Consumer-Based Brand Equity Scale”, developed by Vazquez, del Rio, and Iglesias (2002), was implemented in order to measure consumer-based brand equity with regard to tracksuit brands. Results. Results of the study showed that the consumer based brand equity did not differ by gender, age, tracksuit usage purpose, tracksuit buying timing. However, it was found that the consumer based brand equity was significantly different in the number of tracksuits owned and the amount of payment. Conclusion. High brand equity brings the willingness to pay more for that brand. Consequently, it can be suggested that high level of consumer based brand equity enhances the amount of purchases and willingness to pay more. Although there are many studies on the brand equity in sports, such as shoes and teams, we have found no research on tracksuits. This research focuses on tracksuits’ brand equity. The results of this research contribute to sports marketing literature.
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Kashif, Muhammad, P. M. P. Fernando, Sarminah Samad i Ramayah Thurasamy. "Finding greener grass on the other side of hill". Asia Pacific Journal of Marketing and Logistics 30, nr 4 (10.09.2018): 988–1012. http://dx.doi.org/10.1108/apjml-10-2017-0231.
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Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.
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Hu, Shuyi, i Fangyu Zhang. "An Overview of the Composition and Management of Brand Equity". Advances in Economics, Management and Political Sciences 49, nr 1 (1.12.2023): 34–38. http://dx.doi.org/10.54254/2754-1169/49/20230477.
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The definition of brand equity has been gradually improved, but the existing studies are mostly case studies and unilateral studies, and the studies that integrate and sort out brand equity from multiple perspectives are relatively rare. By reviewing and sorting out the international literature on brand equity, this paper summarizes the definition, components, evaluation methods and prospects of brand equity, in order to promote the better development of corporate brand equity. The article holds that it is very important to use publicity channels effectively to stimulate consumers, establish effective brand association, and enhance brand awareness and recognition to enhance brand value. In addition, brands need to segment the market and strengthen brand trust in a targeted way. And establishing a consistent and effective brand image helps to enhance brand awareness and brand recall, as well as promote brand loyalty. At the same time, for high-equity brands, brand extension and expansion is also particularly important.
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Wang, Luming, i Adam Finn. "A cross-product category CBBE study: item response theory perspective". Journal of Product & Brand Management 23, nr 3 (13.05.2014): 200–206. http://dx.doi.org/10.1108/jpbm-11-2013-0440.
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Purpose – The purpose of this study is to propose a new item response theory-based model to facilitate brand equity comparison among brands in different product categories. Brand equity has been defined as the value a brand adds upon a product. This definition provides the theoretical basis for comparing brands across product categories. Researchers have measured brand equity from three major approaches: finance, economics and psychology. Unlike the first two approaches that have developed methods to facilitate cross-product-category brand equity comparison, no methodology has been identified in the psychology approach (consumer-based brand equity, CBBE), and this study will fill this gap. Design/methodology/approach – We used survey method and collected data from both soft drink and car product categories to empirically demonstrate our method. Findings – A new item response theory-based model to facilitate brand equity comparison among brands in different product categories is proposed. Originality/value – Considering consumers are the most widely considered stakeholder group in the existing brand equity literature, the lack of cross-product category research in consumer-based brand equity (CBBE) area constrains the use of CBBE for firms managing multiple brands across product categories. This proposed model is the first one to address this limitation.
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Awad, Tamer A., i Sahar Mohsen. "Increasing the Brand Equity of Private Label Brands". International Journal of Customer Relationship Marketing and Management 8, nr 4 (październik 2017): 32–50. http://dx.doi.org/10.4018/ijcrmm.2017100103.
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This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand Equity. Brand Associations, Perceived Value and Brand Loyalty are considered the most important factors that affect the Brand Equity of Private Label Brands; However, Perceived Quality, Brand Image and Brand Awareness are considered to be the least effective factors. Demographics were found to be insignificant. Marketers should focus on the top three effective factors, which are Brand Associations, Perceived Value and Brand Loyalty in order to increase the Brand Equity of the Private Label Brands. The results will offer direction to marketers and decision makers, especially that Private Label Brands are increasing dramatically.
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Guo, Wenqiu, i Liying Zhou. "Influence factors of customer-based brand equity: A study on China mobile phone industry". International Journal of Financial Engineering 08, nr 01 (marzec 2021): 2050050. http://dx.doi.org/10.1142/s2424786320500504.
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Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.
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Su, Jin, i Xiao Tong. "Brand personality and brand equity: evidence from the sportswear industry". Journal of Product & Brand Management 24, nr 2 (20.04.2015): 124–33. http://dx.doi.org/10.1108/jpbm-01-2014-0482.
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Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and brand equity in the context of sportswear brands. It confirmed that consumers do associate particular brand personality dimensions with sportswear brands, and certain dimensions of brand personality have a direct impact on brand equity. The study showed that not all brand personality dimensions have the same influence in increasing the value of a sportswear brand from a consumer perspective, some dimensions being more efficient than others. The findings provide insights as to what dimensions of brand personality would deliver the best result in today’s competitive sportswear market.
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Broniarczyk, Susan M., i Andrew D. Gershoff. "The Reciprocal Effects of Brand Equity and Trivial Attributes". Journal of Marketing Research 40, nr 2 (maj 2003): 161–75. http://dx.doi.org/10.1509/jmkr.40.2.161.19222.
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Brands increasingly introduce products with attributes that fail to provide consumers with meaningful benefits (i.e., trivial attributes). The authors present two experiments that examine the effect of brand equity on consumer valuation of such trivial attributes and the reciprocal effect that such a strategy may have on brand equity. The results show that both high and low equity brands benefit from offering an attractive trivial attribute in the absence of a disclosure of its true value. However, prechoice disclosure of an attribute's triviality heightens the role of the brand and context cues. Competing low equity brands benefit by sharing the trivial attribute with a higher equity brand, whereas competing high equity brands benefit from uniquely offering a trivial attribute. Postchoice revelation that an attribute is trivial hurts the subsequent ability of a low but not a high equity brand to differentiate in a new product category, particularly among subjects who had previously chosen the target brand. For insights on brand dilution, the authors also examine consumer attributions regarding marketer intent for offering a trivial attribute.
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Washburn, Judith H., Brian D. Till i Randi Priluck. "Co‐branding: brand equity and trial effects". Journal of Consumer Marketing 17, nr 7 (1.12.2000): 591–604. http://dx.doi.org/10.1108/07363760010357796.
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Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co‐branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co‐branded products, particularly those with a low equity constituent brand. Co‐branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.
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Hayat M. Awan, Zara Hayat, Sahar Hayat i Rafia Faiz. "Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations". Journal of Business and Social Review in Emerging Economies 6, nr 1 (31.03.2020): 23–42. http://dx.doi.org/10.26710/jbsee.v6i1.1023.
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This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.
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Beig, Faseeh Amin, i Fayaz Ahmad Nika. "Brand Experience and Brand Equity". Vision: The Journal of Business Perspective 23, nr 4 (7.10.2019): 410–17. http://dx.doi.org/10.1177/0972262919860963.
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Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of experiential marketing goes beyond the traditional marketing as it adds hedonic character to the marketing activity. Brand experience is one such construct which is crucial for organizations and research has shown its influence on brand equity. Thus companies pay significant attention in generating pleasing brand experiences for their customers. For businesses to stay relevant in modern times, they need to pay attention to each aspect of the brand experience for a better brand value. Brand experience provides businesses with multiple opportunities using multiple customer-brand interaction for an enjoyable experience for their customers. This paper has critically analyzed both brand experience and brand equity in the existing literature. And at the same time, relationship between these two constructs is discussed which will provide important directions for future researchers in this domain. This research paper provides valuable insights for marketing managers on the importance of delivering pleasing brand experiences for their customers for a stronger brand equity.
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Rea, Brianna, Yong J. Wang i Jason Stoner. "When a brand caught fire: the role of brand equity in product-harm crisis". Journal of Product & Brand Management 23, nr 7 (11.11.2014): 532–42. http://dx.doi.org/10.1108/jpbm-01-2014-0477.
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Purpose – The purpose of this study is to investigate differences in consumer reactions to high- versus low-equity brands in terms of consumer attitude toward the brand, involvement with the brand, company credibility and consumer purchase intentions. Design/methodology/approach – Experimental procedure is conducted to test three hypotheses using 317 consumer participants. The experiment is carried out comparing a high-equity personal computer (PC) brand and a low-equity PC brand involved in product-harm crisis. Findings – The results indicate that, in the case of product-harm crisis, negative consumer perceptions regardless of brand equity level; less negative perceptions for a high-equity brand than for a low-equity brand; and smaller loss in consumer perceptions for a high-equity brand than for a low-equity brand. Research limitations/implications – The findings highlight the importance of brand equity in crisis management explained by covariation theory of attributions. Practical implications – Although product-harm crisis is inevitable for many firms, continuous investment in brand equity can mitigate the negative consequences. Originality/value – Product-harm crisis can pose serious consequences for firms on both financial and intangible dimensions. Given the occurrence of numerous product-harm crises involving both reputable and less known brands, it is important to consider potential influences of brand equity on consumer reactions to such crisis.
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Rehman, Shafique-Ur. "Social Media: Brand Loyalty Influencing Brand Equity". Journal of Advanced Research in Dynamical and Control Systems 12, SP7 (25.07.2020): 2526–33. http://dx.doi.org/10.5373/jardcs/v12sp7/20202385.
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Salman, Mehrukh. "Brand Equity Creation through a Moderated Mediation Model in the Luxury Brand Industry". Lahore Journal of Business 11, nr 1 (1.04.2023): 81–102. http://dx.doi.org/10.35536/ljb.2023.v11.i1.a4.
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This research gauges the role of brand experience and perceived social media marketing activities in the creation of consumer based brand equity using a stimulus organism response model. The data was collected through a structured questionnaire focused on luxury fashion brands. The sample, consisting of 243 usable responses, was analyzed using structural equation modelling in Smart PLS4. Our results show that perceived social media activities play a vital role in the creation of brand equity. Brand experience partially mediates the association between consumer based brand equity and perceived social media marketing. Interestingly, high brand trust contributes to higher consumer based brand equity. This study is adds value to the literature by focusing on the role of perceived social media marketing activities in the creation of consumer based brand equity through a second stage approach to moderated mediation using brand experience and brand trust. The study also has valuable managerial implications that could help businesses enhance their consumer based brand equity. Luxury fashion brands should maximize customer experience through social media activities and engagement. Fashion brands should also invest in personalized recommendation engines on social media platforms to improve consumer experience.
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Bernadus, Miracle, Paulus Kindangen i Maria V. J. Tielung. "THE EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY AND CONSUMER RESPONSE IN LUXURY FASHION BRAND". Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 11, nr 3 (1.09.2023): 1099–108. http://dx.doi.org/10.35794/emba.v11i3.50295.
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This study aims to analyze and determine the effect of social media marketing on brand equity and consumer response in luxury fashion brands, especially in Manado, Indonesia. The data analysis method used Structural Equation Modeling - Partial Least Square (SEM-PLS) in this study. This study used a questionnaire to collect data from luxury fashion brand users by distributing it to female consumers of luxury fashion brands in Manado. The findings suggest the test results that have been conducted that social media marketing has a positive and significant effect on the brand equity of luxury brands. The test results show that brand equity affects consumer responses as measured by brand preference, consumer willingness to pay premium prices, brand loyalty, and commitment to maintaining a relationship with a brand, especially luxury fashion brands. Keywords: social media marketing, brand equity, consumer response
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Jara, Magali, Gérard Cliquet i Isabelle Robert. "A comparison between economic and organic store brands". International Journal of Retail & Distribution Management 45, nr 12 (11.12.2017): 1298–316. http://dx.doi.org/10.1108/ijrdm-07-2016-0107.
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Purpose The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity. Design/methodology/approach A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand. Findings Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity. Practical implications Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value. Originality/value This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.
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Zhu, Jiang, i Wasin Phromphithakkhul. "The Impact of the Dimensions of Nostalgic Culture on the Brand Equity of Shanxi Chinese Time-Honored Brands". International Journal of Sociologies and Anthropologies Science Reviews 4, nr 4 (22.08.2024): 141–52. http://dx.doi.org/10.60027/ijsasr.2024.4345.
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Background and Aim: Nostalgic culture plays a vital role in shaping the brand equity of Chinese time-honored brands. However, due to historical factors, deficiencies still exist in brand equity management. This study aims to explore the influence of nostalgic culture on the brand equity of Shanxi time-honored brands. Assuming that nostalgic culture has a positive impact on the brand equity of Chinese time-honored brands, our findings reveal that nostalgic culture significantly affects brand recognition and can enhance consumers' memory and awareness of the brand. Materials and Method: This article employs a semi-structured interview method to gather interview data from 20 consumers of time-honored brands across 5 time-honored stores in the Taiyuan and Datong areas. Grounded theory methods are then utilized to thoroughly explore the impact mechanism of nostalgic culture on the brand equity of Chinese time-honored brands, elucidating the research findings from a theoretical perspective. Results: Through research on time-honored brand enterprises in various industries in Shanxi Province, grounded theory was employed to conduct a qualitative study on the assets of Chinese time-honored brands from the perspective of nostalgic culture. The theoretical model, consisting of three components: nostalgic cultural objects, nostalgic cultural carriers, and nostalgic cultural functions, elucidates the main factors of the nostalgic cultural dimension on the assets of Chinese time-honored brands. Conclusion: The dimension of nostalgic culture directly and positively impacts consumer perception renewal and elements of time-honored brand equity inheritance. For practitioners, this study offers valuable insights into enhancing brand equity within the framework of nostalgic culture. These findings can be utilized by practitioners to develop more effective brand management strategies and facilitate brand inheritance and development. Additionally, these results offer scholars a new research perspective and avenues for future exploration, further advancing academic progress in the fields of brand management and cultural inheritance.
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Vidyanata, Deandra. "Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity". Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management 12, nr 1 (7.08.2019): 62. http://dx.doi.org/10.20473/jmtt.v12i1.12812.
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The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly within the past 4 years. In addition, it is known that many OPPO brands endorse celebrities to introduce their products. The results of this study indicate that the use of celebrity endorsers is not directly able to form brand equity, but the use of celebrity endorsers causes the formation of brand credibility which is ultimately able to form brand equity.
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Brochado, Ana, i Fernando Oliveira. "Brand equity in the Portuguese vinho verde “green wine” market". International Journal of Wine Business Research 30, nr 1 (12.03.2018): 2–18. http://dx.doi.org/10.1108/ijwbr-07-2016-0023.
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Purpose This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach Data were collected from a sample of wine consumers in Portugal through personal interviews (N = 200). Structural equation modelling was then applied to study the causal relationships between brand equity and its dimensions (i.e. brand loyalty, brand awareness, perceived quality and brand association) for top-of-mind green wine brands, based on Aaker’s conceptual Framework (Aaker, 1991). Findings The study’s results reveal that brand loyalty is the most influential dimension of brand equity for Portuguese green wine and that the links between brand equity and both brand association and perceived quality are significant. These findings can help Portuguese wineries to prioritise – and allocate resources across – brand equity dimensions. Originality/value Although the literature identifies dimensions of brand equity in other industries, the literature on the wine market is still sparse. This study, therefore, contributes to expanding this body of knowledge.
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Loureiro, Sandra Maria Correia, i Hans Ruediger Kaufmann. "Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality". Baltic Journal of Management 12, nr 2 (3.04.2017): 153–70. http://dx.doi.org/10.1108/bjm-11-2015-0226.
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Purpose The purpose of this paper is twofold: first, to explore the influence of an individual’s attitude towards advertising and country-of-origin (COO) images (brand origin (BO) and country of manufacture (COM)) on brand equity creation; and second, to investigate how brand typicality moderates the effect of BO macro image on perceived quality. Design/methodology/approach The data to test the hypotheses were elicited from a consumer survey in the Greater Lisbon area (305 Portuguese consumers). The product category of smartphones was selected for two main reasons: it has not been extensively analysed in previous studies on the subject of brand equity; it is a device well-known to Portuguese consumers (particularly in the Greater Lisbon area). Three criteria guided the selection of the brands. The first criterion is to select brands which are well-known to consumers. The second is to choose brands with a distinctive BO and a main COM. The third and final criterion is to consider brands in different positions in the brand ranking. In order to estimate structural path coefficients, R2, Q2, and bootstrap techniques, the current study employs the partial least squares approach. Findings The results show that individuals’ attitudes towards advertisements have a positive impact on brand equity creation, whereas those towards the COM do not significantly influence brand equity creation. Attitudes towards BO only have a partial influence. Brand typicality, however, exerts a significant direct effect on brand equity dimensions and, hence, does not have a significant moderating effect. Research limitations/implications The authors suggest analysing the influence of COO on dimensions of brand equity considering consumer segmentation, types of industry and a range of brands, as well as different levels of consumer involvement with the product category. Several brands with the same COO should be analysed in order to understand whether the effects on brand equity depend on the product category. Although the current study is a first attempt to combine the potential effect of individuals’ attitudes towards advertisements and COO on creating brand equity, further research should examine additional potential antecedents of brand equity. Finally, cross-cultural studies are recommended. Practical implications Regarding managerial implications, three main aspects should be taken into consideration. First, creative, original and different advertising strategies are more effective than the COO in creating brand equity and, consequently, in building loyalty among smartphone consumers. Second, consumers do not tend to care about the place, country or region where the smartphone is produced, but the image of the country where the brand originated may be important. Finally, managers should be aware that, at least, in the smartphone sector, the way consumers create favourable associations with the brand and typicality, trust the company and consider it good value for money, are more effective in building brand loyalty than the perceived quality of the product/brand. Social implications Relating to the interrelationship between COO and brand equity, the results of the current study prove that the effects of COO are category specific. Therefore, more studies focussed on other contexts of products and brands are still needed to know in more detail how COO exerts an influence on brand equity dimensions. Even within a product category context, the results can depend on individual brands being analysed. Originality/value To the knowledge of the authors, this study is the first to investigate the dual (simultaneous) effect of individuals’ attitudes towards advertisements and COO images on brand equity dimensions. Adding to the originality of the paper, the category of smartphone with respect to brand equity has not been extensively analysed in previous studies.
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Gordon, Brian S., i Jeffrey D. James. "The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting". International Journal of Business Administration 8, nr 3 (4.05.2017): 55. http://dx.doi.org/10.5430/ijba.v8n3p55.
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The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer’s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a consumer-based brand equity model based on Keller’s (2003a) brand equity pyramid that explains how consumer perceptions influence brand resonance. Data were collected from a general consumer sample (n = 787) in a mid-sized southeastern community in order to validate the consumer-based brand equity model. The results from an examination of the structural model confirmed a significant relationship between brand awareness and brand associations as posited by previous research. Brand associations were found to have a significant impact on a consumer’s cognitive evaluation (brand superiority) and affective response (brand affect) to a focal brand in the service realm. Further, this study highlighted the important role that emotions play in the process of building strong brand equity. Cumulatively, these findings revealed that two attitudinal constructs (brand superiority and brand affect) played a differential role in the brand association-brand resonance relationship in the services context.
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Klute, Sandra. "Brand Equity". Controlling 18, nr 4-5 (2006): 259–60. http://dx.doi.org/10.15358/0935-0381-2006-4-5-259.
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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, nr 5 (30.08.2019): 16–27. http://dx.doi.org/10.31270/ijame/v08/i05/2019/3.
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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.
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Mohan, Mayoor, Fernando R. Jiménez, Brian P. Brown i Caley Cantrell. "Brand skill: linking brand functionality with consumer-based brand equity". Journal of Product & Brand Management 26, nr 5 (21.08.2017): 477–91. http://dx.doi.org/10.1108/jpbm-06-2016-1247.
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Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey-based studies. Mediation and moderated-mediation paths were tested using PROCESS and three-stage least squares simultaneous estimation models. Findings Study 1 finds that consumers perceive highly functional brands can enhance their self-competence to perform a task. This phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own performance as emanating from their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand connection and consumer-based brand equity, while a post hoc study showed that these relationships are robust among private meaning brands. Study 3 demonstrates that these mediated relationships are moderated by the type of dominant benefit the brand provides (i.e. hedonic-versus utilitarian-dominant benefits). Research limitations/implications Based on self-determination theory, brand skill is posited as the link between brand functionality, brand connection and consumer-based brand equity. Practical implications Brand managers are urged to not overlook the role of brand functionality in favor of other non-functional brand dimensions. Brand functionality enhances consumers’ perceived self-competence and fosters brand connection, especially for brands that offer superior utilitarian benefits. Originality/value This is the first study that empirically examines the process by which brand functionality leads to consumer-based brand equity and the role brand skill plays in making that connection.
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Keller, Kevin Lane. "Understanding brands, branding and brand equity". Interactive Marketing 5, nr 1 (1.07.2003): 7–20. http://dx.doi.org/10.1057/palgrave.im.4340213.
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Spielmann, Nathalie. "Brand equity for origin-bounded brands". Journal of Brand Management 21, nr 3 (kwiecień 2014): 189–201. http://dx.doi.org/10.1057/bm.2013.30.
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Agnes, Novia, i Happy Darmawan. "Brand Awareness, Brand Image Dan Brand Loyalty Sebagai Prediktor Brand Equity Adidas". Jurnal Manajerial Dan Kewirausahaan 2, nr 1 (27.02.2020): 240. http://dx.doi.org/10.24912/jmk.v2i1.7465.
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The purpose of this study to examine whether brand awareness, brand image and brand loyalty can predict brand equity Adidas in Jakarta. The population in this study were Adidas consumers in Jakrata. The sample was 100 respondents with a convenience sampling technique questionnarise ans using SmartPLS 3 software. Overall, the result of this research were brand awareness positive and significant as a predictor of brand equity, brand image positive and significant as a predictor of brand equity, and brand loyalty positive and significant as a predictor of brand equity. Tujuan dari penelitian ini adalah untuk menguji apakah brand awareness, brand image dan brand loyalty dapat memprediksi brand equity Adidas di Jakarta. Populasi dalam penelitian ini adalah konsumen Adidas di Jakarta. Sampel adalah 100 responden dengan kuesioner teknik convenience sampling dan menggunakan perangkat lunak SmartPLS 3. Secara keseluruhan, hasil dari penelitian ini brand awareness secara positif dan signifikan menjadi prediktor brand equity, brand image secara positif dan signifikan menjadi prediktor brand equity, brand loyalty secara positif dan signifikan menjadi prediktor brand equity Adidas.
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Romero, Jaime, i Maria Jesús Yagüe. "Relating Brand Equity and Customer Equity: An Exploratory Study". International Journal of Market Research 57, nr 4 (lipiec 2015): 631–52. http://dx.doi.org/10.2501/ijmr-2015-050.
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Brand equity and customer equity, respectively, constitute the value provided by brand and customer portfolios to companies. These are metrics of marketing performance in the long term, as well as key factors in firm valuation processes. However, their relation has not been empirically analysed to date. This study explores the connection between brand equity and customer equity. We employ a simultaneous equations model in which brand equity and customer equity depend on each other and also on marketing expenditures. We find that these metrics partially overlap, particularly in some industries. Hence, our results highlight the importance of implementing models that consider the interaction between them in order to obtain reliable measurements of the overall productivity of marketing actions. Additionally, our results suggest that the value of brands and customer portfolios should be jointly measured so as to obtain trustworthy assessments of firm value.
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Kaswengi, Joseph, Mbaye Fall Diallo, Houcine Akrout i Pierre Valette-Florence. "Choosing high-equity cosmetic brands in bad macroeconomic conditions: evidence from panel data". International Journal of Retail & Distribution Management 48, nr 4 (7.04.2020): 305–25. http://dx.doi.org/10.1108/ijrdm-01-2019-0003.
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PurposeThis study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions.Design/methodology/approachThe study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering the period from 2008 to 2009. The panel analysed represents a sample of 2,149 households representative of the national population.FindingsResults indicate that regular price and relative brand price increase high-equity cosmetic brand choice over both low- and medium-equity brands, while reference price decreases it. Brand feature promotion activity and joint promotion positively affect high-equity cosmetic brand choice, whereas display promotion decreases it. In comparison to medium-equity cosmetic brands, gender and education slightly increase high-equity cosmetic brand choice, while age decreases it. Surprisingly, household income does not affect high-equity cosmetic brand choice. The effect of regular price decreases over worsening macroeconomic conditions. However, the effect of relative brand price decreases between low and moderate contraction periods, but increases between moderate and high contraction times. Feature promotion is effective only when the contraction is moderate, while the negative effect of display promotion is stable over time.Originality/valueThe paper underlines the moderating role of macroeconomic conditions on the relationship between pricing decisions as well as promotion activity and consumer choice of high-equity cosmetic brands.
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Fitriani, Linda, Jono M Munandar i Ujang Sumarwan. "Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention". Jurnal Ilmu Sosial dan Ilmu Politik 25, nr 1 (1.10.2021): 32. http://dx.doi.org/10.22146/jsp.63986.
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The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in political brands, this has not been proven. Therefore, by using the regional head candidate of Purbalingga Regency as a political brand, this study examines the effect of eWOM on developing candidate brand equity and relates it to voting intention. Brand equity using a brand pyramid model with brand equity forming variables consisting of a candidate brand awareness, a candidate brand performance-imagery, a candidate brand judgment-feelings, and a candidate brand resonance. The study involved 260 respondents who are people of Purbalingga Regency who may vote and use social media. The sampling method used was purposive sampling by conducting direct interviews with respondents. Data were analyzed using Structural Equation Model Partial Least Square (SEM PLS) analysis. The results showed that electronic Word of Mouth has a positive and significant effect on brand equity development variables. Developing brand equity affects the voting intention on candidate brand awareness and candidate brand resonance. The Result of this study found electronic Word of Mouth to have no direct influence on voting intention.
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Nguyen, Thuy D., Charlene Dadzie, Arezoo Davari i Francisco Guzman. "Intellectual capital through the eyes of the consumer". Journal of Product & Brand Management 24, nr 6 (21.09.2015): 554–66. http://dx.doi.org/10.1108/jpbm-03-2015-0837.
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Purpose – The purpose of this study is to measure intellectual capital of the firm through the eyes of the consumer by investigating the relationships between financial-based brand equity (FBBE) and consumer-based brand equity (CBBE) and their related constructs. Design/methodology/approach – Fifteen consumer brands were evaluated based on three different perspectives of CBBE, and were then regressed on FBBE. Prior to the regression analysis, the FBBEs of 15 consumer brands were standardized using the total assets and three-year weighted average of their brand equity values. Findings – Findings show that existing CBBE scales and related brand dimensions partially explain FBBE, namely, sustainability and brand experience, and that the product category contributes significantly in explaining FBBE. In addition, brand experience is positively associated with FBBE. Research limitations/implications – The study only includes brands from the food, electronics and clothing industries. Practical implications – The study provides guidance to brand managers regarding which brand dimensions directly influence brands’ financial values. Originality/value – The paper empirically measures consumers’ perceptions of the firm’s intellectual capital by using brand equity.
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Rumra, Amir, i Noersyam Muhrim. "Pengaruh Brand Awareness, Brand Image dan Brand Equity Terhadap Sikap Merek dan Dampaknya pada Minat Membeli Merek Sepeda Motor Kota Ambon". Jurnal Syntax Admiration 4, nr 11 (20.11.2023): 2063–82. http://dx.doi.org/10.46799/jsa.v4i11.765.
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Currently, marketing aspects no longer focus solely on product functions but are more geared towards brand competition. Successful products or services always have a strong or dominant brand in the market. This research aims to (1) determine the influence of brand awareness, brand image, and brand equity on brand attitude and its impact on the intention to purchase a specific motorcycle brand in Ambon City and (2) identify the differences in brand awareness, brand image, brand equity, and brand attitude for each motorcycle brand, determining which one has a significantly positive influence. The research population consists of respondents who own one of the three brands and respondents interested in purchasing one of the three brands in Ambon City. The sample size was determined using non-probability sampling through purposive sampling, with a total of 300 individuals. The research results indicate that brand awareness, brand image, and brand equity have a significantly positive influence on brand attitude, and brand attitude has a significantly positive impact on the intention to purchase a specific motorcycle in Ambon City. The research also reveals that brand awareness, brand image, and brand attitude for Honda motorcycles are significantly more positive compared to Yamaha and Suzuki, while the brand equity of Yamaha is significantly more positive compared to Honda and Suzuki. The conclusion drawn from this research is that by establishing strong brand awareness, creating a positive brand image, and managing brand equity consistently, consumer attitudes towards the brand can be formed, ultimately driving the purchasing intention of the community towards motorcycle brands in Ambon City.
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Agarwal, Bhawna, i Anju Gulla. "Influence of Social Media Marketing on Customer Equity Drivers and Purchase Intention: Understanding World’s Most Valuable Brand - Amazon". NMIMS Management Review 30, nr 03 (kwiecień 2022): 99–113. http://dx.doi.org/10.53908/nmmr.300216.
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Social Media is getting incredibly popular amongst brands and consumers both. This study aims to identify the constructs of perceived Social Media Marketing (SMM) activities of an e-commerce brand, Amazon and to evaluate the influence of those activities on customer equity drivers; value equity, relationship equity and brand equity and purchase intention using a PLS-SEM approach. The five constructs of perceived SMM activities are Interactivity, Informativeness, Personalization, Trendiness and Word of Mouth. The effects of SMM activities on value equity, relationship equity and brand equity were significantly positive. Out of the three customer equity drivers, only brand equity had a significant impact on the purchase intention, whereas value equity and relationship equity had no significant influence on purchase intention. The findings of this study will help the e-commerce brands to forecast the future purchasing behavior of their customers as well as manage their SMM activities.
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Tulasi, Dominikus. "Marketing Communication dan Brand Awareness". Humaniora 3, nr 1 (30.04.2012): 215. http://dx.doi.org/10.21512/humaniora.v3i1.3253.
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The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.
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Ali, Khulood. "Impact of Social Media Marketing on Brand Equity of Small & Medium-sized Enterprises (SMEs) in UAE". European Journal of Business and Strategic Management 8, nr 2 (10.05.2023): 1–32. http://dx.doi.org/10.47604/ejbsm.1965.
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Purpose: To investigate the impacts of SMM on brands equity of SMEs in UAE.
Methodology: We administered a survey using SurveyMonkey.com to select 50 participants, with a developed questionnaire emphasizing the effects of SMM on brand awareness, brand loyalty, brand image, customer engagement, and brand equity.
Findings: Findings indicated that social media marketing (SMM) of SME brands in the UAE affect their brand equity, brand image and brand awareness. However, there was no sufficient evidence supporting the effect of SMM of SMEs in the UAE on brand loyalty and customer engagement. This implies that social media marketing activities of firms alone may not be enough to influence loyalty among customers towards the brand.
Unique Contribution to Theory, Practice and Policy: The study assists business owners of SMEs in the UAE in evaluating the worthiness of investing in SMM to grow their customer base and maintain strong brand equity.