Social media brand communication's influence on brand equity in the fashion industry: the effect of youths' hedonic expectations

The massive development of the internet has triggered changes in all aspects and industries. Including the mass media industry, so that there is an era of convergence towards conventional media to survive in the digital era. Including the Harian Umum Pikiran Rakyat which has the online news site Pikiran-Rakyat.com in the shadow of Pikiran Rakyat Media Network. Pikiran-Rakyat.com is one of the brave media that provides a lot of information and news not only for the people of Greater Bandung or West Java. It can also be accessed nationally, like other competitors, namely Kompas and Tribun News. The aim of this research is: The aims to be obtained in this research which are designed and adapted to the problem formulation are as follows: Knowing the influence of using Search Engine Optimization on increasing brand awareness, Knowing the influence of Social Media Marketing Activities (SMMAs) on increasing brand awareness, Knowing the influence increasing brand awareness of brand equity and knowing the effect of increasing brand awareness on brand loyalty from Pikiran-Rakyat.com This research method is quantitative with descriptive analysis techniques and structural equation models or what are called Structural Equation Models (SEM) and Partial Last Square (PLS). The results of this research show that respondents’ responses regarding Search Engine Optimization (SEO), Brand Awareness, Brand Equity and Brand Loyalty are in the good category, while responses to the Social Media Marketing Activities (SMMAs) variable are in the quite good category. The relationship between Search Engine Optimization (SEO) and Social Media Marketing Activities (SMMAs) has a positive effect on Brand Awareness. Meanwhile, the Brand Awareness relationship has a positive influence on both Brand Equity and Brand Loyalty.

The study evaluates the effect of Price Promotion strategy (PPs), extensively used by online stores to promote sales and improve market share, on Brand Equity (BE) elements of these stores. The study focuses on the mediating role played by the two prominent elements of BE, perceived quality (PQ) and brand awareness(BA) informing the relationship between the PPs on brand association (BAsso) and brand loyalty (BL) in case of online stores (Amazon, Flip Kart, Snap Deal). The data for the study was collected from the students of graduate and postgraduate programs at Gwalior, Madhya Pradesh (India) selected on the basis of the random sampling method. The causal relationships between PPs and the elements of BE along with moderating effects of PQ and BA on the relationships of PPs on BAsso. and BL was evaluated using SEM methodology. PPS contribute positively to all the four elements of BE (PQ, BA, BAsso. and BL). The study has thus, made a significant contribution to the existing literature that unlike physical stores, in case of online stores, PPs contribute to improving all the elements of BE instead of having an adverse effect. The study has made another very important contribution to the existing literature in evaluating the mediating role played by PQ and BA. The results indicate that PQ fully mediates the relationships of PPs with BAsso. and BL. Similarly, BA fully mediates the relationships of PPs with BAsso. and BL.

This paper presents an empirical investigation to study the effects of advertisement on brand equity. The study has accomplished on two well-known brands in mobile providers in city of Tehran, Iran. The study uses Aaker’s model to examine the effects of advertisement on various factors such as brand awareness, quality perception, brand loyalty and brand associate. The study also investigates the effects of brand awareness, quality perception and brand associate on brand loyalty. The results of our survey have concluded that advertisement could influence on some of the components of brand equity, significantly. For the first case study of this survey, Irancell, advertisement influences on brand awareness, brand quality and brand associate, significantly. In addition, brand awareness and brand loyalty also influence on brand quality and brand equity, positively. For the second case study of this survey, Mobile Telecommunication Company of Iran, the effects of advertisement on brand equity, brand awareness and brand associate have been confirmed. Moreover, brand awareness and brand quality influence on brand loyalty, positively. In addition, brand loyalty influences positively on brand equity.

The rapid growth of social media platforms has revolutionized how brands interact with their customers. This study aims to quantitatively investigate the impact of social media marketing activities (SMMA) on customers' purchase intention for the Puma apparel brand in Indonesia, with brand image, brand awareness, and brand equity as mediating factors. The study first examines Puma’s promotional efforts across social media platforms such as Facebook, Twitter, Instagram, and YouTube. Using Structural Equation Modeling (SEM) with SmartPLS 3 software, the research evaluates the effectiveness of Puma's social media marketing activities in enhancing brand awareness, brand image, and brand equity. The data was collected from a sample of 93 Indonesian university students via an online survey. The findings reveal that social media marketing activities have a limited impact on brand awareness, brand equity, and brand image, with R-square values of 0.184, 0.303, and 0.279, respectively. Furthermore, we found that social media marketing activities have a positive and significant impact on brand awareness (P = 0.000, T = 4.591), brand image (P = 0.000, T = 6.596), and brand equity (P = 0.000, T = 6.027), which in turn significantly influence customers' purchase intention. Brand awareness and brand image are shown to positively affect purchase intention (P = 0.004, T = 2.056 for brand awareness; P = 0.001, T = 3.427 for brand image), while brand equity (P = 0.000, T = 4.325) also significantly contributes to purchase intention. However, the relationship between brand awareness and brand equity was not statistically significant (P = 0.482, T = 0.703). The R-square results further indicate a moderate impact of the independent variables on purchase intention (R² = 0.566). These findings provide valuable insights for brand managers and marketing professionals in the apparel industry, emphasizing the strategic use of social media marketing to drive customer engagement, build brand loyalty, and ultimately influence purchasing decisions.

XYZ Insurance is an insurance company that has only been running for three years and is considered to have no brand equity (brand strength) in the eyes of customers. The purpose of this research were identify the perception of personal selling and digital marketing on the formation of brand equity, Analyzing the effect of personal selling and digital marketing on the formation of brand equity and Formulate managerial implications that will be applied by XYZ Insurance to increase brand equity. The data processing and analysis techniques used in this study are descriptive analysis and brand equity analysis with structural equation modelling (SEM) with a variance approach (VB-SEM) with partial least squares (PLS-SEM) technique. The results showed that the results showed that both personal selling and digital marketing had a significant effect on brand awareness, brand association, perceived quality, and brand loyalty. While the indirect effect explains that personal selling through brand awareness, brand association, and loyalty variables has a good mediating role on brand equity. Meanwhile, digital marketing through brand awareness, perceived quality, and loyalty variables has a role as a mediating variable, but it is still doubtful because it has an insignificant effect on brand equity. Therefore, it is expected to improve brand equity are in developing the company's brand awareness, both in terms of personal selling agents and developing the use of digital media. Keywords: XYZ Insurance, SEM-PLS, brand awareness, brand loyalty, brand equity

Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty

The growth of e-commerce has substantially transformed purchasing behavior in the fashion industry, particularly in emerging markets such as Vietnam. In online settings, where consumers cannot physically evaluate products, brand equity plays a crucial role in mitigating perceived risk and influencing purchase decisions. This study investigates the impact of brand equity components on online purchasing behavior in the fashion industry, with a focus on customers in Hanoi. This study adopts a customer-based brand equity perspective and evaluates six brand-related dimensions: perceived quality, brand loyalty, brand image, brand associations, brand awareness, and brand social responsibility. The Analytic Hierarchy Process (AHP) is employed to prioritize these factors and their sub-criteria through structured evaluations provided by domain experts. The results show that perceived quality is the most influential determinant of online fashion purchasing behavior, followed by brand loyalty and brand image. Brand associations and brand awareness exert moderate effects, while brand social responsibility has the weakest influence in this context. At the sub-criterion level, meeting customers’ quality expectations emerges as the strongest driver of online purchase decisions, whereas simple familiarity with multiple online fashion brands has the least impact. This study contributes to the literature by extending brand equity research to online fashion consumption in an emerging market and by demonstrating the usefulness of AHP as a multi-criteria decision-making approach in consumer behavior studies. The findings also provide practical insights for fashion brands and online retailers in prioritizing quality assurance, customer retention, and strategic brand positioning in digital markets. Keywords: Brand Equity, Brand Management, Purchasing Behavior, Online Shopping, Consumer Behavior, Fashion Industry.

This study examined the antecedents of brand equity such as, brand awareness, perceived quality and the mediating role of a brand Image on brand loyalty. Total number of (n = 150) questionnaires were distributed among the consumers living in four cities (Islamabad, Rawalpindi, Sialkot, and Sargodha) of Pakistan. Out of the total questionnaires only (n = 130, 86.6%) completed questionnaires were received. Pearson correlation, linear regression and multiple regression tests were used to test the data and infer the results. Results show a positive relationship between the independent and dependent variables. Additionally, mediation has been found between brand awareness, perceived quality and brand loyalty due to brand image. It means that brand awareness and perceived quality develop the brand image which ultimately yields brand loyalty. Thus loyalty programs of beverage companies should focus on brand awareness and consumers’ perception of quality. Overall, these results show that the influence on brand loyalty varies across various variables of the study. The results contribute significantly to the brand equity topic.

Developments in online retailing are putting pressure on companies to keep up with rapidly changing market environments and growing customer expectations. A way to cope with these challenges is to transform the online shopping experience by augmented reality (AR). AR is an emerging interactive technology that supplements the real-world environment with virtual objects. Retailers increasingly use AR as an experiential marketing tool to create additional value for their customers through experiences. This paper examines the effect of AR experiential marketing (AREM) on brand equity — assessed through the dimensions brand awareness, brand associations, perceived quality and brand loyalty — as well as on consumers’ buying intention. Furthermore, the level of involvement is investigated as a moderator affecting the relationship between AREM and brand equity, as it has been found to influence the consumers’ shopping experience in earlier studies. A survey was carried out under controlled framework conditions, and 100 valid questionnaires on test persons’ experiences were obtained. The data were investigated by principal component and multiple regression analyses. Findings indicate that AREM positively affects brand equity through the dimensions brand awareness, brand associations and brand loyalty. Moreover, through increased perceived quality, AREM has a greater impact on brand equity under high involvement than under low involvement. The results further suggest that brand equity stimulates buying intention via increased brand awareness and brand loyalty. In addition, AREM also has a direct positive impact on buying intentions.

Brand equity has become essential variable that impacts on purchase decision and enhances the value of product due to the effects on customer loyalty and customer satisfaction. Nowadays,information and communication technologies have been devoloped rapidly that causes wide range of product and brand choices in the market. Therefore quality level and features of products have been become similar.In this case firms need to differentiate their products and compete each other to sustain their success and to exist in the market forever. One of the main ways to increase the success of firm and make a difference in the market is building the consumer-based brand equity that is described as perceived sense of brand by the consumers. Companies must compete aggressively to attract and keep loyal customers. Brand equity is one of the company's most valuable asset to keep the potential consumers. Companies are increasingly understanding that brands are key factors in competitiveness People are more likely to purchase or consume products are supplied by a corporation if corporation’s brand equity is stronger. Because of this, purchase decisions are heavily impacted by customer opinions about these brands .The goal of this study is to develop a conceptual framework for analyzing the link between consumer-based brand equity and purchasing decision of consumer. Research was to examine the impact of four dimensions of customer-based brand equity on consumer purchasing decisions: brand loyalty (BA), perceived quality (PQ), brand awareness (BAW), and brand association (BA) on consumer purchase decisions (CPD). The study's research model was influenced by Aaker's consumer-based brand equity model. Brand loyalty, perceived quality, brand awareness, and brand association were independent variables. Dependent variable was consumer’s purchase decision. Data was obtained from 407 respondents in Turkey using an internet survey to test the hypothesis. The respondents' favorite sports shoes brand was used to frame the questions. The data were examined by descriptive statistics, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The results showed that brand equity dimensions affect Turkish consumer’s purchasing decisions based on consumer’s favourite sport shoes brand. Statistically, there is positive impact of both BAW (coefficient 0.853, p=0.000<0.01), BL (coefficient 0.255, p=0.019<0.05) on CPD. Both PQ (p=0.870>0.05) and BA (p=0.538>0.05) have no positive impact on CPD.

The dramatic increase in Xiaomi smartphone sales in Indonesia raised research interest, especially related to factors encouraging consumer interest in purchasing the Xiaomi smartphone. Through empirical studies, it concluded that an important factor influenced consumer buying interest was brand equity consisting of brand awareness, brand association, quality perception, and brand loyalty. This study aims to analyze the influence of brand awareness, brand association, quality perception, and brand loyalty on consumer interest in purchasing a Xiaomi smartphone. This study is designed using quantitative approach in which the data collection is conducted through surveys using questionnaires. The study population is the Denpasar people who plan to purchase a smartphone in the near term. Samples were taken using accidental sampling method that is people who visited smartphone stores in Denpasar. The questionnaire was used to collect data, then analyzed using multiple linear regression analysis. The result showed that brand awareness, brand association, quality perception, and brand loyalty have a positive and significant influence on consumers' interest in buying a Xiaomi smartphone. Brand awareness, brand association, and quality perception can be enhanced by intensive marketing communication in various media emphasizing symbol, logo, product excellence, and quality excellence. This statement needed to be supported by consumer reviews that are in line, therefore customer database is necessary to encourage satisfied customers to write positive reviews in online media.

This study aims to investigate the impact of social media marketing activities (SMMA) on repurchase intention (RPI) with the mediating effect of brand equity (BE), Brand loyalty (BL), Brand image (BI), and Brand awareness (BA) on high-tech products. This study utilized a purposive sampling technique. The data were collected through a structured questionnaire technique from 385 consumers. The descriptive data analysis through SPSS and hypothesis testing through SMART PLS (3.330). The results demonstrate that SMMA positively influences RPI. Additionally, BL, BA, and BI positively mediate the relationship between the SMMA and RPI. Finally, BE negatively mediates the relationship between SMMA and RPI. In theory, it enhances our comprehension of the mechanisms by which SMM impacts consumer behaviour, illuminating the intermediate functions of brand-related notions. In essence, the results provide useful information for marketers who want to use social media platforms efficiently to increase the likelihood of customers buying high-tech products again.

The development of bread food products cannot be separated from the increasing consumption of chocolate jam. This research was conducted because chocolate jam is increasingly needed in the development of bread. This study aims to determine whether there is an impact of brand image, brand awareness, perceived quality, brand association, and brand loyalty on the brand equity of chocolate jam in Nutella packaging. This study was conducted in Medan, from March to April 2020. The data analysis method used was the multiple linear regression analysis method. This study can be concluded that (1) The results of multiple linear regression analysis of the variables of brand image, brand awareness, perceived quality, brand association, and brand loyalty have coefficient of 0.528 each; 0.353; 0.190; 0.001; and 0.080, which means that for each increase in brand image, brand awareness, perceived quality, brand association, and brand loyalty by 1% each, there will be an increase in Nutella chocolate jam brand equity by 0.528% respectively; 0.353%; 0.190%; 0.001%; and 0.080%. (2) The results of the index numbers for brand image, brand awareness, perceived quality, brand association, brand loyalty and brand equityGolong is high, because the three-box value of each variable is between 3.38-5.00.
 Keywords: Influence of brand image, brand awereness, perceptions of quality, brand association, and brand loyalty on brand equity of chocolate jam in Nutella packagging.

Purpose – The purpose of this paper is to explore the effect of the image of country of origin (COO) and word of mouth (WOM) toward brand equity (BE). Design/methodology/approach – Questionnaire was deployed to collect data. Prior to data collection, validity, and reliability tests were performed. Valid and reliable questionnaire was distributed to car customer in Jabodetabek region. It was succeeded to distribute 389 questionnaires and completely filled up by respondents. Structural equation modeling further was deployed to analyze the data. Findings – COO and WOM significantly influence BE indirectly thorough BE dimensions. WOM exhibited stronger influence toward BE. The influence of COO and WOM toward BE dimension was also investigated. WOM showed stronger influence toward BE dimension, in descending order are brand loyalty (BL), brand association (BAS), perceived quality (PQ), and brand awareness (BA). COO showed weaker influence and different order, in descending order are BA, PQ, BL, and BAS. Originality/value – Role of WOM in marketing has been extensively discussed by researchers. It is generally acknowledged playing a considerable role in influencing and forming consumer attitudes and behavioral intentions. However, up to this date role of WOM on BE has not been explicitly studied by researchers. COO in another hand has been related to BE although in a limited references. Those studies were performed outside of Indonesian consumer. Up to this date study of COO of Indonesian consumer behavior remains unaccounted.

This research aims to analyze the influence of brand association, brand image, brand awareness, and brand loyalty on brand equity of telon oil. This research uses a quantitative approach with the sample in the study being women or men aged 25 – 55 years and who have used My Baby telon oil. In carrying out this research, researchers used data analysis methods using the Likert scale measurement method, questionnaire data analysis using the SPSS 26 statistical program with the SEM SmartPLS method. The research results show several important findings regarding the relationship between the main variables in the context of Brand Equity. First, Brand Association (X1) significantly influences Brand Equity (Z) and Brand Loyalty (Y). Second, Brand Awareness (X2) has a significant influence on Brand Loyalty (Y), but not on Brand Equity (Z). Third, Brand Image (X3) significantly influences Brand Equity (Z), but not significantly on Brand Loyalty (Y). Apart from that, Brand Loyalty (Y) was also found to have a significant influence on Brand Equity (Z). These findings provide important insights for marketing and brand management strategies to strengthen key aspects that influence consumer perception and loyalty towards brands.