Is Short-termism Undermining Your Brand Equity?

The purpose of this study was to examine the effect of attitudes toward fashion counterfeits on brand attachment and equity. Four hundred-eight female college students in Seoul and its suburb responded for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used for this study. The results of this study were as follows. First, attitude toward fashion counterfeits was classified into three factors such as goodwill, approve of purchase, and counterfeit quality factors. Second, brand attachment was classified into four factors such as love, interest, perception and trust factors. Third, brand equity was classified into five factors such as loyalty, quality, image and recognition factors. Generally, attitudes toward fashion counterfeits factors were correlated with lower scores on brand attachment and brand equity. Finally, the results revealed that attitudes toward fashion counterfeits had a negative effect on brand attachment and equity. Brand attachment had a positive effect on brand equity, and also brand attachment and brand equity had a positive effect on purchasing intention. Based on these results, fashion brand marketing strategies would be suggested.

Corporate Social Responsibility (CSR) have a great capacity to influence society to create that good brand equity. In light of this, many organizations now have ardent reputation in promoting CSR activities in the interest of society. Through review of related studies and survey questionnaires to both staff and customers of Accra Breweries Ltd (ABL), this paper sought to broadly analyze the effectiveness of Corporate Social Responsibility on Brand Marketing with emphasis on the use of Aaker Brand Equity and Daisy Wheel Models. Specifically, the study aimed at identifying the factors that influence involvement in CSR activities by corporations; and the influence CSR grants have on the public perception and brand marketing. The study employed primary data and secondary data sources. Purposive sampling technique was used to select 20 senior/middle staff and 40 customers of ABL. The findings revealed that, CSR programmes are community-focus initiatives, involves programmes on education as well as health programmes in developing communities. The study therefore concluded that, CSR activities go a long way to build a solid brand identity and equity as in the case of ABL. It is therefore recommended that CSR initiative should engage all stakeholders who are mostly affected to help tailor CSR activities to solve societal needs.

This study was conducted to test the linkages among the dimensions of entrepreneurial marketing, brand equity and business growth in small and medium enterprises (SMEs). Required data were gathered using the quantitative research approach. Particularly, the primary data were obtained through a structured survey from several owners and managers in SMEs. The obtained data were then analysed through SPSS and Partial-Least Square (PLS-SEM) approach to calculate the validity and reliability of the measurement items and also to verify the association among entrepreneurial marketing dimensions, brand equity and SME growth. The results showed that brand equity has a positive association with SME growth. The outcomes further indicated that customer intensity, value creation, innovativeness, resource leveraging, proactiveness and opportunity focus have positive effects on brand equity. However, the effect of risk taking on brand equity was found insignificant. This article addresses existing research gaps in the literature with regard to the linkages between entrepreneurial marketing dimensions, brand equity and SME growth.

Brand equity is central to consumer image building, purchase choice, and sustainable business performance. Brand marketers are required to utilize evidence-based strategies to place brands favorably and drive customer engagement, with effective brand equity management and marketing. The present research uses an Improved Fuzzy C-Means (IFCM) clustering method to analyze consumers and segment markets into groups built around dimensions of brand equity: brand awareness, brand loyalty, perceived quality, and brand association. The improved clustering method enhances segmentation accuracy, allowing brands to design branding strategies to meet target groups. Through IFCM, companies can segment and uncover valuable consumer segments, maximize marketing efforts, and leverage their competitive advantage in ever-more dynamic markets. The study stresses the necessity of using cutting-edge machine learning approaches in brand management strategies in order to drive the highest level of customer retention, differentiation, and overall market effectiveness

Brand managers increasingly appeal to altruistic consumer motives by emphasizing corporate social responsibility (CSR) in marketing communication. However, little empirical evidence describes how CSR converts into market demand. This study investigates the dimensions of CSR that conspire with dimensions of brand equity to drive brand performance, by combining firm-level data on CSR, customer-based brand equity, market demand, and covariates covering 256 companies over a 15-year period. The findings show that internal CSR concerns relate negatively to brand associations as well as brand performance. Moreover, the demand effect of CSR can be fully explained by brand equity, underscoring the relevance of branding for CSR management. In particular, brand esteem and familiarity mediate the link between ethicality and market outcomes. Specifically, coping with CSR concerns appears to be important. In our data, perceived brand differentiation is unaffected by low responsibility, but ethical concerns undermine customers’ quality expectations and brand identification, suggesting managing CSR crisis has better prospects when the associated brand equity dimensions are addressed.

Brand Orientation and Market Orientation have been demonstrated to exert a significant impact on brand equity. Moreover, brand equity serves as a crucial link connecting these orientations to company performance. However, the existing literature presents a substantial gap in understanding this relationship, particularly within the context of India. To address this gap, this study proposes an innovative framework for examining the interplay between brand orientation, market orientation, business performance, and brand equity. A survey was done in northern India using a causal study design to determine cause-and-effect correlations among the components. The participants were asked to respond to an English-language questionnaire. The outcomes of the structural equation modeling (SEM) analysis support all of the proposed hypotheses. The findings of this study carry significant implications for businesses aiming to optimize their brand and market orientations while capitalizing on their brand equity to enhance their overall performance. This research offers fresh insights for businesses operating in diverse cultural and economic contexts through its innovative methodology and empirical evidence. Businesses can enhance their brand and reputation, launch tailored offerings, and gain a competitive advantage through market and brand orientation. The framework developed in this study can be adapted to other emerging economies or even larger organizations. For both businesses and academics, this research serves as a valuable resource, providing a deeper comprehension of the intricate relationship between brand orientation, market orientation, company performance, and brand equity in India and beyond.

The main purpose of the research is to examine the key variables, namely the green marketing mix and brand equity which influence consumer's purchase intention under the green cosmetics industry in Vietnam.Moreover, the research also evaluated and measured the impact of those aspects on consumer purchase intention to come up with more effective implementations to build and promote the brand. Research motivation:Along with the rapid economic development, Vietnam is facing numerous challenges in terms of climate change and environmental pollution.Vietnam has achieved economic development, but it is not sustainable.Sustainable development has gained significant importance to managers as businesses are facing more stringent regulations by the government, pressure from stakeholders to prioritize the conservation of the natural environment and shifts in consumer preferences towards environmentally-friendly products.The concept of green marketing and brand equity is widely used throughout the world, but research on how to implement it in Vietnam has only been conducted in the last few years and has not contributed to many effective solutions in Vietnam. Research design, approach, and method:Both qualitative and quantitative research methods were employed to support the research objectives.An online questionnaire was utilized to gather the data from 328 samples who have purchased green cosmetic products in Ho Chi Minh city.Structural Equation Modeling is applied to test the impact of green marketing on green consumption, along with other variables in the research model. Main findings:Findings indicated that the impact of green marketing mix towards brand equity is highly significant.Furthermore, green marketing mix and brand equity are significant variables in determining customers' green purchase intention in the context of the green cosmetic industry.The research not only identifies limitations but also proposes new approach, contributing to the theoretical framework and serving as a reference for future studies in the relevant field. Practical/managerial implications:Businesses should incorporate green marketing strategies, emphasizing eco-friendly product attributes and promoting sustainable practices, to enhance consumer perceptions and stimulate green purchase intention.Furthurmore, educating consumers about the importance of sustainable consumption and collaborating with stakeholders can further drive green purchase intention.By following these implications, businesses can contribute to sustainable economic development and gain a competitive advantage.

This study looked into the social media marketing activities (customization, electronic word of mouth, entertainment, information richness, interactions and trendiness) for a mobile brand that led to consumer-level brand equity, relationship equity and value equity. These consumer-level equities facilitate generating the intention to purchase a mobile brand. This study adopted a cross-sectional design and collected quantitative rata from a total of 288 respondents through an online survey. This study used partial least squares structural equation modelling to test the associations hypothesized. The outcomes indicated that electronic word of mouth, information richness and trendiness significantly influenced brand and relationship equities among the study sample. Meanwhile, customization, electronic word of mouth and information richness significantly influenced mobile value equity. Additionally, brand, relationship and value equities significantly influenced the intention to purchase a mobile brand. Brand equity of the mobile significantly mediated the relationship between trendiness and purchase intention. Similarly, relationship equity significantly mediated the correlations of information richness and trendiness with purchase intention. Customization and electronic word of mouth were significantly mediated by value equity for the intention to purchase a mobile brand. Apparently, brand and relationship equities emerged as the most significant contributors to purchasing a mobile brand.

This research aims to investigate the relationship between Social Media Marketing Activities, Brand Experience, Brand Reputation, and Brand Equity towards Purchase Intention on the brand. A survey method was employed to collect data from respondents who are customers of the brand in the JABODETABEK area. The sample consisted of 180 respondents, and Multiple Linear Regression Analysis using SPSS was utilized to test the proposed hypotheses. The data collection technique employed purposive sampling. The results of the study indicate a significant positive correlation between Social Media Marketing Activities, Brand Experience, Brand Reputation, Brand Equity, and customers' Purchase Intention. This underscores the importance for Uniqlo to address these issues through improved marketing strategies, consistency in customer experience, reputation enhancement, and efforts to build strong brand equity. Uniqlo can enhance brand awareness, strengthen interaction with potential customers, build trust, increase customer preference, and ultimately boost consumers' intention to purchase its products. The managerial implications of this research highlight the importance of enhancing Social Media Marketing Activities, strengthening Brand Experience, building a good Brand Reputation, and continuously innovating to enhance Brand Equity. These findings provide valuable insights for marketing managers in designing effective strategies to increase sales and strengthen the brand's position in the market.

Due to marketing activities, brand equity is the important marketing thought for academic and entrepreneur practices. Creating an appropriate brand equity management has been indicated significant topic for small and medium enterprises. Along with local brand coffee bar in Thailand, with the growing competitive, the customer of local brand coffee bar behaves like a high switching brand and a low brand loyalty. This quantitative study examines significance of marketing activities and brand equity dimension, such as brand awareness, brand association, brand perceived quality and brand loyalty, to enhance purchase intention in local brand coffee bar in Thailand. The customers of local brand coffee bar are attended to collect data in Chiang Mai, which is the one largest city in Thailand. For supporting the research, hypothesis was employed by the structural equation modelling. The results argue that marketing activities and brand awareness have a high strong combined enhance on purchase intention. Keywords: Brand equity, service marketing mixed, purchace intention, local brand, coffee bar.

Purpose – The purpose of this paper is to analyse the causal relationships among the dimensions that explain consumer-based brand equity, and to determine the importance of each dimension in the assessment of overall brand equity. Design/methodology/approach – A research instrument proposed by Yoo and Donthu was applied to undergraduate students of the University of Coimbra. Two leading brands in the Portuguese beer market were used in the study. Respondents were randomly assigned to one brand and were asked to rate all items on seven Likert-type scales. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. Findings – A causal order between brand equity dimensions was established. The results suggest that the positive effects of perceived quality and brand awareness on overall brand equity are mediated by brand loyalty. Research limitations/implications – Although the exclusion of brand associations’ dimensions in the SEM improves the validity of the constructs, it should be regarded as a limitation, given its importance in brand equity building. Practical implications – Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to perceived quality, since it is the factor with the strongest impact on brand loyalty. Originality/value – The identification of the causal relations among brand equity dimensions and the analysis of their influence in overall brand equity, not yet clearly validated in the literature.

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.

This paper focuses on five-star hotels in Jordan to investigate the impact of influencer marketing on overall brand equity. The mediating role played by brand awareness and customer brand engagement between influencer marketing and overall brand equity is tested. The survey method is employed to conduct this research, and data is collected from 300 respondents. The proposed hypotheses are tested using structural equation modeling. The results indicate that influencer marketing directly influenced overall brand equity, brand awareness and customer brand engagement partially mediate the relationship between influencer marketing and overall brand equity.

This study examines the intense competition in the contemporary franchise beverage industry in Gorontalo City, where consumers have many choices that affect loyalty to certain brands. This study aims to analyze the effect of brand equity and marketing mix on customer loyalty. This descriptive quantitative research uses accidental sampling with 100 samples. Data analysis includes statistical tests as well as Structural Equation Modeling (SEM) models. This study shows that brand equity and marketing mix have a positive and significant effect on purchasing decisions, both partially and simultaneously, with the t-count and f-count values exceeding the table limit at the 95% confidence level. SEM-PLS analysis confirmed the significant relationship with p-values of 0.05 and t-statistics of 1.96, supporting the tested model. The research conclusion shows that brand equity and marketing mix have a significant influence on purchasing decisions. As advice, business owners of contemporary beverage franchises in Gorontalo City are advised to strengthen brand equity, as well as optimize creative and effective marketing strategies to increase competitiveness.

According to many researches on brand management, the decision makings on brand marketing should center on the brand identity. Based on the brand management theory, Brand Identity-based OSMU Strategy has been suggested, in which the decision makings for culture content"s OSMU should be focused on the brand identity of content to maximize the brand equity. In this study, the effectiveness of suggested brand identity-based OSMU strategy model is empirically studied, together with the effect on the brand equity. The study on the consumer"s attitude toward the Harry Potter T-shirt with the associations of "magic, courage and confrontation against evil" proved that consumers respond more favorably in terms of their recognition of the fit -to-content, preference and perceived quality. With this result, the positive effect of brand identity-based OSMU on consumer attitude is verified. On the other hand, the study on the effect of brand identity bearing T-shirt on brand equity did not support the hypothesis that the brand identity-based OSMU has the positive feedback effect on the brand equity of culture content. Still, while the brand equity is established through the long period of time with consumer"s consistent experience on the certain culture content, the effect of brand identity-based OSMU on brand equity has a room for further discussion and research. While the ultimate goal of marketing is to create the power brand with high brand value, the further discussion on the effective culture content OSMU strategy to create a power brand is needed. ????????? ??????????????? ????????? ???????????? ????????? ?????? ??????????????? ?????? ???????????? ????????? ???????????????(brand identity)??? ???????????? ??????????????? ????????? ????????????. ??? ?????????, ??????????????? ????????? ???????????? ??????????????? OSMU??? ???????????? ???????????? ??????????????? ?????????????????? ?????? ????????? ????????????, ?????? OSMU?????? ??????????????? ?????? ???????????? ????????? ?????????????????? ???????????? ??????????????? ????????? ????????? ???????????? ??????????????? ?????? ??????????????? OSMU ?????????????????? ???????????? ??????????????? ?????????. ???????????? ????????? ??????, ????????? ????????????????????? ????????? ????????? ????????? ?????? ?????????????????? ???????????? ????????????????????? ?????????????????? ??????, ????????? ?????????????????? ????????? ????????? ????????? ????????? ?????? ????????? ?????? ????????? ?????? ??? ????????? ????????? ????????? ??????????????? ?????? ???????????????. ?????? ??????, ??????????????? ????????????????????? ????????? ?????????????????? ?????????,????????????, ???????????? ????????? ????????? ????????? ?????? ????????? ?????????, ????????? ?????? ????????? ??????????????? ?????? ???????????????. ?????? ????????? ?????????????????? ???????????? ????????? ????????? ?????? OSMU ????????? ?????????????????? ???????????? ???????????? ??????????????? ????????? ??????????????? ?????? OSMU ??????????????? ????????? ???????????? ????????????. ?????????, ????????? ?????????????????? ????????? ????????? ????????? ????????? ????????? ????????? ????????? ????????? ??????,????????????????????? ?????? ????????? ?????????, ?????????, ????????? ????????? ??????????????? ????????????, ??? ????????? ??????????????? ?????????????????? ?????????, ?????? ?????? ????????? ??????????????? ?????? OSMU??? ???????????? ????????? ????????? ????????? ???????????? ????????? ????????? ???????????? ?????????. ?????????, ???????????? ????????? ???????????? ???????????? ??????????????? ????????? ?????? ????????? ?????? ??????????????? ???????????? ????????? ?????????, ????????? OSMU??? ?????? ????????? ?????????????????? ???????????? ????????? ?????????????????? ???????????? ????????? ????????? ????????? ????????? ?????? ???????????? ????????? ????????? ???????????? ???, ?????? ????????? ???????????? ????????? ????????????. ??? ????????? ????????? ???????????? ??????????????? OSMU ????????? ???????????? ??????????????? ????????? ????????? ????????????, ?????? ??????????????? ?????? ???????????? ?????? ??? ?????????, ????????????????????? ?????? ??????????????? ?????????????????? ???????????? ?????? ???????????? ?????? ????????? ????????? ???????????? ???????????????.