Brand Associations Research Articles

STRATEGI MEMBANGUN BRAND IMAGE DALAM MENINGKATKAN DAYA SAING LEMBAGA PENDIDIKAN

Brand Image is a compilation of assumptions in the minds of consumers regarding a brand. Building a brand image in a good educational institution has a competitive influence. Brand Image in an educational institution is one of the important steps in fulfilling the maximum reputation in the minds of the wider community.The research objectives are: 1) To find out the efforts made by the strategy to form a brand image in increasing the competitiveness of educational institutions at Tanjungsari State Agricultural Development Vocational School; 2) To find out how to maintain the existence of the brand image of agricultural education institutions; 3) To find out what are the supporters and obstacles to building a brand image in increasing the competitiveness of educational institutions at Tanjungsari State Agricultural Development Vocational School. This research uses a qualitative approach with a case study research design. This research uses data collection methods, namely Field Observations and Intensive-depth Interview. The technique of analyzing data is data reduction, data presentation, and data verification. To check the validity of the data, triangulation of sources is carried out and discussions with supervisors and colleagues are carried out. The results of the study focused on SMK PPN Tanjungsari in a strategy to build a brand image to increase the competitiveness of educational institutions in surgery with the theory of brand identity, brand personality, brand association , brand attitude & behavior, and brand benefit & competence.
 Keywords: brand image, competitiveness, educational institutions, strategy

THE INFLUENCE OF VIRAL MARKETING DIMENSIONS AND PERCEIVED PRODUCT VALUE ON CUSTOMER SATISFACTION IN BURGER KING MANADO

This study aims to identify if information spreading, economic incentives and perceived product value influence the customer satisfaction simultaneously. Identify if information spreading influence the customer satisfaction, if economic incentives influence the customer satisfaction, if perceived product value influence the customer satisfaction. to determine the effect of Viral Marketing Dimensions and Goods Value Assessment on Customer Satisfaction at Burger King Manado This study uses quantitative methods. To achieve this goal, the researchers distributed questionnaires and the sample used was 100 respondents. The data or results from this study were obtained directly from a questionnaire distributed to 100 respondents, in this case the customers of Burger King. The Influence of variable Information Spreading (X1) on variable Customer Satisfaction (Y).The results showed that information spreading as part of viral marketing dimension has positive impact toward purchase intention.Information Spreading as part of Viral Marketing Dimensions partially, brand Association as part of Viral Marketing Dimensions partially, Perceived Product Value partially, also Viral Marketing Dimensions (Information Spreading and Brand Association) and Peceived Product Value simultaneously have effect on customer satisfaction on Burger King Manado. Keywords: viral marketing, perceived product value, customer satisfaction

Young Consumers' Insights on Brand Equity: Effects of Brand Association, Brand Loyalty, Brand Awareness, and Brand Image

One of the consequences of shopping is that consumers only pay attention to certain brands that can satisfy their needs and desires. Therefore the organization must pay attention to ways to follow and further develop a positive brand image. The purpose of this study was to examine and analyze the effect of brand association, brand loyalty, brand awareness and brand image on brand equity in young consumers. The sample in this study were several university students in the Surakarta environment. The sampling method used in this study is non-probability sampling, while the technique used is purposive sampling. Data collection method in this study is surveys using a Likert Scale. The independent variables in this study consisted of brand association, brand loyalty, brand awareness, and brand image. The independent variable in this study is brand equity. The results of data from several respondents were analyzed using descriptive statistical tests and multiple linear regression using the Statistical Package of the Social Science Computer Program (SPSS) version 21. The results through multiple linear regression analysis showed that brand associations and brand loyalty had an effect on brand equity of premium travel destinations in Labuan Bajo on social media among young consumers while brand awareness and brand image, have no effect on brand equity in social media among young consumers.

Organic line extensions: do they make sense for brands?

PurposePast work on the role of brands in the acceptance of organic products is partial and inconclusive. Research has failed to examine the consumer sense-making process underpinning fit assessment, despite the centrality of this assessment in the acceptance of line extensions. This study reconceptualizes the fit construct, showing the relationship of the fit dimensions (noncompensatory) and contributes to the literature with a deeper understanding of the role of a brand's association in the assessment process, which has been poorly examined in the past.Design/methodology/approachGrounded theory was used to unearth the process followed by consumers to assess the fit of organic line extensions. The study was based on 14 in-depth interviews.FindingsThe findings show that the dimensions of fit that consumers consider in assessing organic line extensions depend on the schema used in the assessment process. Moreover, it demonstrates that these dimensions have disparate structural relationships with one another, depending on consumers' previous commitment to organic products. Finally, the paper identifies three possible behavioral reactions by consumers toward organic line extensions.Research limitations/implicationsThe main limitation of this research concerns the settings in which it was developed. Therefore, and as stated by Strauss and Corbin (1990) the model applies to the situation analyzed and not to others. Future research could study if there are cultural differences in the assessment process of an organic line extension. Moreover, the contribution presented in this paper needs further empirical testing; specifically, the configuration of dimensions needed to accept an organic line extension and the relationship among dimensions.Originality/valueThis paper contributes to the literature by studying the impact of brand association on assessing an organic line extension and reconceptualizing the fit construct by showing the dimensions and the relationship between them that are not additive to the overall fit, as shown in past literature. Additionally, it provides a guide to brands wishing to launch an organic product using a line extension strategy and the potential implications for the parent brand that should be considered.

Brand affiliation and the hotel asset market

Brand affiliation represents a signal about the future operating performance of a hotel that reduces information asymmetries between hotel buyers and sellers. However, information asymmetries vary across property-level and locational characteristics of hotels. We hypothesize that hotel brand affiliation as a signal is most valuable to investors when information asymmetries are higher due to hotel characteristics such as a lower-tier hotel class, suburban location, or poorer building condition. Using a sample of 23,323 hotel transactions from 1986 to 2021, we provide evidence that branded hotels with characteristics indicating higher information asymmetries achieve a higher transaction price and shorter marketing time than similar independent hotels. Transaction price and marketing time do not differ between branded and independent hotels with characteristics indicating lower information asymmetries.

The Influence of Brand Equity of Wings Products on the Business Development of PT. Surya Setia Sejahtera during the Covid-19 Pandemic, Palu, Central Sulawesi

This study aims to determine the effect of the Brand Equity of Wings products on the business development of PT. Surya Setia Sejahtera Palu, using an explanatory research approach, while the total sample is 50 consumers of Wings products, with data collection techniques using a questionnaire. The calculation results, using multiple linear regression model analysis, based on the results of the F test, show that the Brand Equity Wings product, which consists of variables Brand awareness, Perceived quality, Brand association, and Brand loyalty jointly (simultaneously) have a significant effect on the business development variable of PT. Surya Setia Prosperous Palu. The t-test calculations show that the Brand awareness variable partially does not substantially impact the business development variable of PT. Surya Setia Prosperous Palu. While the variables Perceived quality (X2), Brand association, and Brand loyalty partially have a significant influence on the Wings Product business development variable at PT. Surya Setia Prosperous Palu.

Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls

The authors identify a new type of brand concept, which they term as a compound brand. Compound brands have their brand associations multi-created such that the focal brand entity, their tenants, and ancillary entities all act as sources of primary brand associations. To test the possibility of compound brands, two potential compound brands are studied, airports and shopping malls. This was completed by undertaking 480 semi-structured interviews (240 for each entity) to identify the underlying brand association structure and which associations are important for consumer brand choice. Thematic analysis was used to analyse the qualitative data. Participant responses support that compound brand association structures are created by the focal branded entity (e.g., an airport), its tenants (e.g., shops and restaurants), as well as ancillary entities (e.g., location and customers). The contributions of tenants and ancillary entities towards the brand association structures of airports and shopping malls were also statistically significant with large effect sizes. A continuum exists as to how much of the compound brand’s association structure is created by its tenants, with statistically significant differences between airports and shopping malls in terms of how much tenants contribute to overall brand association structures for the compound brand.

Impact of Brand Association on Brand Equity in Organized Retail Sector

The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent years. Research on brand equity has acquired substantial importance in the current competitive market situation. Brand equity is regarded as a required part of marketing strategies. It is essential to develop a strong bond with customers to gain a long-term customer base, so the study of different factors affecting consumer decision making becomes very important for marketers. Brand association is a link that buyers draw in their mind between their brand and an urge, interpretation, feeling, moment, someone, search, or interest. Buying judgments are significantly prompted by this linkage, which could be immediately favorable or unfavorable. Consumers’ overall opinions and relationships with a brand are represented by brand equity. Brand association can add value by facilitating knowledge repossession procedures, distinguishing brands, giving ways to purchase, and developing good feelings. Marketing must create and sustain effective sentimental bonds with consumers to gain their trust in the firm. Brand awareness helps customers develop strong attachment over an extended time period. Retailers may evaluate and supervise their brand’s opinion to establish a competitive edge for increasing customer loyalty and preference by understanding consumer brand equity. The intention of the research was to attain the association between brand association and brand equity in the organized retail sector. The research was conducted utilizing the survey technique incorporating the Likert Scale to collect the primary data from Jaipur city, the capital of Rajasthan State of India. The relationship between brand association and brand equity was conceptualized based on existing research in the organized retailing sector, and data were collected using a structured questionnaire. For the study, responses from 225 customers were collected using the convenience sampling method. The outcomes of the analysis show a direct and significant relationship between brand associations and brand equity in the organized retail sector. The study will help marketers to include strategies related to brand association and brand equity in their marketing campaigns to connect more with customers to increase their repurchasing of brands.

Analysis of the Effect of Brand Equity on Purchasing Decision towards Organic Rice in Special Region of Yogyakarta

The community’s need for organic rice increases every year along with changes in people’s lifestyles towards a healthy lifestyle. This has made many organic rice brands appear on the market. Each of these brands needs to implement the right marketing strategy to increase its competitive advantage. The study aims to analyze the influence of brand equity elements (brand awareness, brand association, perceived quality, and brand loyalty) on purchasing decisions for organic rice. The Structural Equation Modeling-Partial Least Square (SEM-PLS) is used to analyze the data, with a purposive sampling data collection technique. Respondents in this study were 105 consumers of organic rice “Lingkar Organik”. The “Lingkar Organik” brand was chosen because it is the market leader in the branded organic rice market in Special Region of Yogyakarta. Based on the results of the study, it was found that the perceived quality and brand loyalty variables have a significant effect on the purchase decision towards organic rice. Brand association and brand awareness variables have no significant effect on purchasing decisions.

EVALUATE THE IMPACT OF BRAND EQUITY ON CUSTOMER LOYALTY IN THE ALCOHOLIC BEVERAGE MARKET IN VIETNAM

This study investigates the impact of three factors in brand equity including (1) brand awareness, (2) perceived quality, and (3) brand association on the customer loyalty of the alcoholic beverage in Vietnam market. It can be seen that beer can be considered an important industry in every country which attracts several customers. Since the attractiveness and development of the market, there are more and more organizations in the competitive market leading to several options for customers, which will decline customer loyalty to the brands. Therefore, this research argues the expected positive impact of brand equity (i.e., brand awareness, brand association, perceived quality) on customer loyalty. Hypotheses are tested with survey data from 210 participants who drank beer in Vietnam. The results of this study suggest that all the elements of brand equity have a positive influence on customer loyalty. Besides that, perceived quality can be considered as the most impactful factor on customer satisfaction and when the customer is satisfied with the products, they will become more loyal. Overall, the contribution of this research is to help beer organizations find out the important factors that can enhance the brand loyalty

Impact of Brand Equity on Intention to Use Instant Coffee

Today, brand equity is acknowledged as a key component of a company’s business strategy, a tactical issue for achieving a competitive edge, a key component of brand building, and a tool for gauging the long-term effects of actions in marketing. Research of brand equity on purchase intentions for goods like food, smartphones, and green products is frequently available empirically, whereas instant coffee studies are less prevalent. Thus, to close this gap in the literature, the aim’s research is to empirically evaluate the impact of brand equity on consumers’ intent to use instant coffee. The conceptual model of brand equity components is built on Aaker’s model. Using a Google form and a convenience sampling technique, this study examined a sample of 296 consumers who bought instant coffee. A 5-point Likert scale was used in the measurement. The research model was suggested based on earlier investigations. Data from 296 clients was obtained, and SmartPLS software was utilized to evaluate it. Analyze the scales’ validity and reliability concerning the measurement model. The reliability of the scales was assessed using composite reliability and Cronbach’s alpha. Discriminant validity was also assessed using the Fornell-Larcker index. Structural equation modeling was used to analyze the effects of the research’s hypotheses. The results demonstrated that brand equity dimensions favorably influence consumers’ purchasing intentions for instant coffee. Specifically, brand awareness has a favorable correlation with consumers’ purchasing intent. Perceived quality and purchase intention are related positively. Additionally, brand associations and buyers’ purchase intentions have been positively impacted. Brand loyalty has also positively impacted consumers’ intentions to buy. Brand awareness is the most crucial factor that impacts the intention to buy instant coffee. The empirical research on the impact of brand equity components on the intention to purchase instant coffee is a gap in the literature that this study is aimed to fill. Moreover, the managers of instant coffee will also benefit from knowing how brand equity dimensions affect consumers’ intentions to buy instant coffee as they develop marketing strategies to increase those intentions.

Users' Behavior on Diverse Toothpaste Brands in Bangladesh: An Experimental Survey on Dhaka City

Purpose: In the modern marketing age, consumers are seen as the king or monarch of the market because the company’s offerings are designed, created, delivered, and communicated according to the target market's likes, preferences, tastes, and choices. Therefore, marketers must realize and know about the consumers’ purchasing behavior, attitudes, and roles in the marketplace. It necessitates an understanding of the factors influencing users' behavior when purchasing and using a product or service and their choice of a brand. Methodology: Using 5 points Likert Scale, the sample number is 250 for five brands, with 50 comprising ten features comprising order to preserve uniformity. Furthermore, 30 responders offered their thoughts on the pretesting questions. SPSS 24.0 version has been adopted to analyze the variables. ANOVA assesses means differences in various variables for distinct toothpaste brands to test for relevance. Duncan's Multiple Range Test was employed to evaluate, contrast, and determine the range between several average scores. The assessment of a user's behaviors is taken into consideration by Mertin Fishbein's Multi-attribute Attitude Model. Findings: Toothpaste is a fast-moving consumer good as toiletries items that people buy and use regularly. In the study, the researcher emphasizes the user’s behavior towards different toothpaste brands with their lifestyle. Here ten of the nineteen attributes are identified as contributing variables that encourage customers to choose a specific brand of toothpaste from the five available toothpastes. According to the study, Mediplus has the best brand image from customers among the five preferred toothpaste brands, while Colgate has the lowest. Practical Implications: The toothpaste businesses and organizations can utilize the investigation’s results as a benchmark for improving their goods and developing market strategies. Originality: We conducted this study on our own, without using any materials from other sources. This would bring fresh insights to Bangladesh's toothpaste industry, which focuses on different brands, brand associations, product features, and user behavior. Limitations: To promote more reliable research in the future, the study's many constraints in the field of research should be addressed. Just 250 customers from various parts of Dhaka City were used as participants in the research; there may have been more. More studies may be carried out to evaluate executives' opinions of the advantages and dangers associated with various brands for each attribute of toothpaste compared to other categories.

Impact of Brand Equity on Purchase Intention of Smartphone

Brand equity is the value added to a product that helps it stand out from rivals in the market. It serves as a competitive tool for the producers, aiding in consumer preference and brand loyalty as well as enhancing customer purchasing intents. This study aimed to investigate the effect of brand equity aspects on smartphone purchasing intentions in Sri Lanka. The study also looked into the relationship between the four components of brand equity—brand loyalty, brand awareness, brand association, and perceived quality—and the customers’ purchase intention. Data were gathered from a convenience sample of 100 smartphone users of the private bank employees in Batticaloa district to fulfil this study’s aim. The study employed a descriptive and causal research design. Data were collected using structured questionnaires. This study examined the significant relationship between Brand Equity (BE) and Purchase Intention (PI). Results showed that all brand equity parameters impacted the purchase intention of smartphones. The study concludes that the dimensions of brand equity are the key factors affecting customers’ buying propensity. This implies that brand equity and its components influence a consumer to choose a brand with higher value when considering the market environment. In order to boost industrial users, which leads to increased product consumption and purchase frequency, marketers must strengthen their brand equity.

A netnographic qualitative inquiry of antecedents and outcomes of online brand engagement

This study aims at exploring the role of Online Brand Engagement (OBE) in retaining customers, augmenting brand loyalty elevating brand image & strengthening brand association. This is an exploratory study with qualitative approach & netnographic technique of data collection. Using purposive sampling, 20 social media users were voluntarily selected to participate in this study, they strived to engage themselves with the restaurant brands on their online pages for more than a month, the researchers then conducted semi-structured in-depth interviews from those participants to explore the framework of online brand engagement in Pakistan. Thematic finding indicates that satisfactory online brand engagement triggers special feeling for the brand and that results in generation of word of mouth. It also creates ease and convenience that foster the customer-brand relationship. Moreover, positive OBE develops sense of trust which strength image of that brand, customer feel associated with the brands. This whole process culminates into customer retention and brand loyalty.

How is Brand Loyalty Influenced by Brand Association of Reference Groups and Advertisement Informativeness Through Self-Brand Connection?

Consumers’ loyalty to a brand has become a big challenge for organizations worldwide. The challenge lies in understanding how consumers form self-connection with brands. Brand association of reference groups and advertisement informativeness are among the various ways through which self-brand connection is formed. This empirical study investigates first the relationship between brand association of reference groups and advertisement informativeness with self-brand connection, and second the mediational role of self-brand connection in relationships of brand association of reference groups and advertisement informativeness with brand loyalty. The study’s population comprised all car brand owners residing in the Kingdom of Saudi Arabia. The sampling method employed is snowball sampling through which 339 responses were collected from car owners residing in two regions of Saudi Arabia. structural equation modeling was employed to test the study hypotheses. Results of the study showed both brand association of reference groups and advertisement informativeness holding statistically significant positive relationships with the self-brand connection. The self-brand connection was also reported as significantly and positively related to brand loyalty. Full mediation of self-brand connection was reported in the relationship of brand association of reference groups and advertisement informativeness with brand loyalty.

THE INFLUENCE OF BRANDING ON CONSUMER PURCHASING BEHAVIORAN INVESTIGATION INTO THE FASHION INDUSTRY

Purpose: This study will look at how customer purchasing behavior and certain marketing factors, such as brand image, association, and loyalty in the fashion business, are related. This articles main goal is to comprehend how branding affects consumers purchasing decisions in the footwear sector. Methodology:Primary information used in this study to examine the relationship between consumer purchasing behavior and other marketing characteristics, the data was analyzed using multiple regression and Pearsons correlation in SPSS. Data collection:The primary data were gathered through a questionnaire for analysis purposes. To assess the influence and relationship between the dependent variables and independent factors, 340 respondents are chosen, and 16 questions are then asked of them. This study used random sampling and the Likert scaling method. Findings:The model fits well and shows a high correlation between the dependent and independent variables. Research constraints: The studys choice of sample size is constrained. The generalizability of the results can be increased by collecting data for bigger sample sizes. Originality/Value- This study may aid future researchers in determining how branding and advertising in the Kashmir region affect customer behavior.

Comparative Study on Promotional Strategies of Two Nepali Telecom Companies, NTC and Ncell

This paper is intended to compare the promotional strategies of two leading telecommunication industry of Nepal – NTC and Ncell. Telecommunication industry is vital for economic growth. It begins with analyzing and comparing their promotional activities. Then it compares the promotional strategies in two ways: in terms of frequency and in terms of budget they spend. Through comparison, it reveals that promotional activities have been taken very seriously by the Ncell than Nepal Telecom.
 On the basis of David Aakar model of brand equity, this paper also analyzes the effect of promotional activities into brand equity in the following ways: brand loyalty, brand awareness, perceived quality and brand association of telecommunication companies. It shows that two companies have difference in promotional strategies mainly because of their attitude to be a leader in market.

Pengaruh dimensi equitas merek terhadap kepercayaan konsumen

This research aims to analyze and determine the accuracy of the dimensions of brand equity (brand awareness, perceived quality, and brand associations in influencing brand trust. This study examines instant noodle brands as research objects. The number of samples used was 170 respondents. The sample determination used was the purposive sampling technique. The data was collected by distributing questionnaires. In analyzing the data, it was carried out using multiple linear regression analysis. The results of this study indicate that the variables of brand awareness, perceived quality, and brand associations affect consumer trust. This research is expected to confirm the accuracy of the dimensions of brand equity in predicting consumer trust. The practical contribution of this research is that it can provide information to academics and practitioners about the application of brand equity dimensions in predicting consumer trust in instant noodles: indomie and mie sedaap.

The Role of Influencing Factors on Brand Equity and Firm Performance with Innovation Culture as a Moderator: A Study on Art Education Firms in China

Presently, particularly in China, the market for art education is still in the growth stage of industrial development. Nevertheless, there is a huge number of art education businesses competing for a share of China’s art education industry, which is of a very modest size. Given the evolution of the economy and innovative culture, it is of the utmost necessity to comprehend both brand equity and corporate success in the present day. This study explored the relationship between brand equity and company performance under the adjustment of innovation culture using Chinese art education businesses as the baseline study. The present study examined the relationship between the five components of brand equity that are primarily comprised of brand awareness, brand association, perceived quality, brand loyalty, brand relevance, and brand equity with the moderating impact of innovation culture. A total of 300 respondents, including art education firm managers, teachers, and other key employees, participated in the survey and WarpPLS 8.0 was used to evaluate the proposed model. Subsequently, the statistical findings revealed a significant positive relationship between the brand equity components (i.e., perceived quality and brand relevance) and a firm’s performance, while a firm’s innovation culture was discovered to moderate the said relationship. The implications of these findings are further discussed.

The Influence of Product Diversification and Brand Associations on Buying Interest

During the Covid-19 period, the demand for goods decreased so management must be able to achieve the company's target by increasing consumer buying interest. The purpose of this study is to determine and analyze the influence of Product Diversification and Brand Associations on Buying Interest at PT. Arinvi Mitra Lestari. The sampling technique used a simple random sampling method. The samples used in this study are: the company’s customers, amounting to 92 people. The data analysis method used multiple linear regression analysis. In conclusion, Product Diversification and Brand Associations simultaneously have a positive and significant effect on Buying Interest of PT. Arinvi Mitra Lestari, Deli Serdang. Partially, Product Diversification has a positive and significant effect on the Buying Interest of PT. Arinvi Mitra Lestari, Deli Serdang. Partially, the Brand Association has a positive and significant effect on Buying Interest of PT. Arinvi Mitra Lestari, Deli Serdang. The magnitude of the coefficient of determination can be seen from the Adjusted R Square value of 0.526 which means that Product Diversification and Brand Associations can explain the Buying Interest of 52.6% and the remaining 47.4% is influenced by other variables outside of this study such as brand equity and so on.