Brand Assets Research Articles

Influence of VIVO Mobile Brand Sponsorship of Sports Events on Consumer Purchase Intention

Effective sports sponsorship necessitates consideration of multiple factors. Previous scholars have primarily focused on the brand assets of sponsors and enhancement of the reputation that sponsoring brings to businesses. There has been limited exploration from the perspective of sports events themselves in terms of brand assets and the direct impact of these assets on sponsor audience purchase intention. This research aims to analyze the influences of VIVO mobile brand sponsorship including brand assets, brand fit, and audience engagement of sports events on consumer purchase intention. The research framework was laid on the stimulus-organism-response model. The sample size was 400 audience who attended the 22nd FIFA World Cup held in Guangzhou, China. Statistics used to analyze data were descriptive statistics including frequency, percentage, mean, and standard deviation; and inferential statistics including independent samples t-test, One-way ANOVA, LSD, simple linear regression, and multiple linear regression at the statistical significance level of 0.05. The results found that most of the respondents were male, married, aged 25-35 years old, educational level high school or vocational school, had monthly income of 5,000-10,000 yuan, and company employee. The hypotheses results found that age and occupation affect consumer purchase intention. Event brand assets including event brand image and event brand awareness has positive relation with consumer purchase intention with multiple correlation (R) = .566. The ability to predict the analytical equation is 31.70%. Brand fit and audience engagement influenced consumer purchase intention with correlation (R) = 0.485 and 0.469 accordingly. Keywords: brand assets, brand fit, audience engagement, purchase intention, sports sponsorship

The effect of brand assets on firm value and credit ratings – Evidence from Korea

The effect of brand assets on firm value and credit ratings – Evidence from Korea

The State of Content Marketing in Hungary and Its Possible Effects on a Specific Brand : Hungarian Experts’ Opinions

The aim of this paper is to give an overview of the state of content marketing (CM) in Hungary, its application and whether it is worth examining the effect of CM on the Brand Asset Valuator (BAV) and brand experience (BX). To investigate these issues, the author conducted individual interviews with twelve online marketing and content marketing experts in 2022. Based on the research results, it can be stated that the Hungarian practice of content marketing is typically at an initial stage, the attitude of the management of the companies is inappropriate and there are often resource limitations. According to the experts, examining the effect of CM on BAV and BX is generally relevant and reasonable. The results confirm the connection between content marketing and branding and its controlling is an important academic research area and a business issue that requires further study.

Digital vs. Traditional Advertising and the Recognition of Brand Intangible Assets

This paper examines how different advertising categories are associated with attributes of brand asset recognition arising in the context of acquisitions. Prior research documents that aggregate advertising is positively associated with firm sales and brand values, but it fails to consider major recent shifts in advertising from traditional channels (such as TV) to digital advertising (such as paid search and online display). Using proprietary data, I decompose advertising expenditures into the categories of traditional, online display, and paid search. Consistent with expectations, results confirm that target firms’ traditional and online display advertising exhibit a higher likelihood of brand asset recognition and higher recognized brand values as compared with paid search advertising. Confirming the economic substance of the recognized brands, additional results reveal positive investor equity market reactions to brand value, which are driven by firms investing more in traditional and online display advertising. Overall, these results confirm that certain advertising channels exhibit stronger associations with the recognition and characteristics of the underlying brand asset, consistent with their heterogeneous properties. This paper was accepted by Suraj Srinivasan, accounting. Funding: I acknowledge the financial support from my advisor, Eddie Riedl, as well as from the UNH Paul College of Business and Economics Summer Research Support Award. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2022.00387 .

Consuming Royalty

Consuming Royalty

전통무예문화를 활용한 지역축제 방문객의 브랜드자산 인식이 지역이미지, 브랜드태도에 미치는 영향

The purpose of this The purpose of this study was to investigate the relationship between regional image and brand attitude on brand equity perception by participants through the value of a regional festival utilizing traditional martial arts culture. As a result, first, it was found that the higher the brand quality, brand image, and brand awareness factors of the festival brand assets, the higher the cognitive image and emotional image. Second, the higher all four factors of festival brand assets, in the order of brand quality, brand value, brand image, and brand awareness, were found to have a greater influence on brand attitude. Third, the higher both the cognitive image and emotional image factors of the regional image, the higher the brand attitude.These results confirmed that it is very important to discover, develop, and brand the traditional martial arts culture representing the region, and that brand assets are especially important for regional image and brand attitude.

МАРКЕТИНГОВІ МЕТРИКИ ПІД ЧАС ПРОВЕДЕННЯ БРЕНД-АУДИТУ

The scientific and methodical regulations of conducting brand audits for trademarks of enterprises are considered. Brand audit zones are defined. Based on the analysis of the role of the brand, the author's classification of the types of brand audit that can be carried out at the enterprise is given. Possible existing assets of the brand are systematized and their connection with the market forms of the trademark is shown. Depending on the type of audit, the subject component of the brand audit is determined. The existing methods of brand audit were analyzed. On the basis of the conducted analysis, an author's scheme for conducting a brand audit was formed. The article provides a classification of approaches and methods of conducting a brand audit, in which analytical and synthetic approaches are distinguished. Within each, recommended methods and systems of metrics are specified. Each of the considered systems of branding effectiveness metrics has certain advantages and limitations. Separate consideration was given to: the "Five A" method of brand indicators, "Ten indicators of brand equity", constructs and elements of brand research, the "wheel" of points of contact with the brand, joint consideration of brand goals and metrics. The classification of brand metric groups given in the article, together with the listed methods, form the basis for determining the specific composition of metrics during a brand audit, depending on the type of brand, set goals and objectives. Brand audit approaches and methods were classified, brand assets subject to audit were considered, constructs and elements of brand research were systematized, goals and metrics for brand audit were determined, and indicators (metrics) of branding effectiveness were developed. Based on the analysis of brand metrics and the authors' own research, existing marketing brand metrics that can be used during a brand audit were systematized. In the context of the material presented in the article, according to the authors, further detailing of metrics for brand audit and the formation of a structural and logical scheme for the formation of the composition of metrics depending on the type of brand, the set goals and objectives, looks promising.

Brand Extension and Brand Asset Management: Challenges and Responses in Cross-Border Operations

Brand Extension and Brand Asset Management: Challenges and Responses in Cross-Border Operations

Effects of Brand Assets of Archery Products on Brand Trust and Brand Loyalty

Effects of Brand Assets of Archery Products on Brand Trust and Brand Loyalty

Realization Path of Geographical Indication Branding of Agricultural Products to Boost Rural Revitalization

Abstract To reflect the value of branding agricultural geographical indications in promoting rural revitalization, this paper analyzes the branding of agricultural geographical indications by constructing a SWOT matrix from the perspective of rural revitalization and building a “four-in-one” branding system of agricultural geographical indications. It also quantifies the value of branding of agricultural geographical indications and evaluates the brand value based on the Interbrand model combined with principal component analysis and fuzzy comprehensive calculation. Through empirical analysis, it is concluded that the contribution degree of brand assets accounts for 0.29, the overall rating value G=86.6, and the brand value assessment result is 958 million yuan, which yields the error between the actual value and the assessment value within 0.1. Based on this study, branding agricultural products with geographical indications boosts rural revitalization.

Brand assets: a prerequisite to promoting a developing destination

PurposeThe purpose of this study is to develop and test a practical model to identify a developing destination’s assets. Using the existing destination branding concepts and theories in the research, this study aims to identify how the assets of a developing destination differ from those of a developed destination.Design/methodology/approachThe study followed the “practical model for determining destination assets” proposed in the article. The first stage includes collecting the information on the tourism potential of the destination. In the second stage, in-depth interviews were carried out with information carriers of a developing destination and analyzed by highlighting keywords in the responses. The following stages include the questionnaire survey, factor analysis and segmentation analysis.FindingsThe following conclusions can be drawn from the results of the study. First, the assets of a developing destination, recreation areas, attractive visitor facilities and obligatory additional services are rational. Second, the assets used for destination branding are based on their unique character. According to the analysis results, the Almaty region’s unique character is associated with natural resources. The direction of recreation in the Almaty region boils down to two components: cognitive tourism and sports tourism.Research limitations/implicationsThe study was conducted during the COVID-19 pandemic. First, given that external tourism faced significant constraints during the pandemic, we must acknowledge that a study of destination branding may be more appropriate before or after the pandemic. Second, the survey was conducted online in connection with the introduction of quarantine measures. Third, the assets of a developing destination were selected based on the results of the interviews. In future studies, including other attributes may allow the identification of new assets for branding.Practical implicationsThe practical destination branding model presented in the study has practical implications for destination authorities. Using the proposed model, assets of other destinations can be identified. In addition, the results of the analysis of the Almaty region as a developing destination will be effective for destination authorities in developing their tourism programs. Recreation areas, attractive tourism facilities and obligatory additional services can be used in destination branding.Social implicationsThis study drew on the experience of the population’s ambassador activity. The in-depth interview was obtained from the destination’s tourism informants, and the survey aimed to identify public opinion. The residents who participated in the interview and survey perform an ambassadorial function in strengthening the identified assets of the destination and implementing tourism programs. Accordingly, there is a growing sense of pride in being a resident of the destination.Originality/valueThe study has both theoretical and practical significance with the following results. First, it provides insights on enhancing public participation from the beginning of the destination branding process and respecting the continuation of its ambassadorial activities, provided that the identified destination assets are rational. Second, destination asset associations for developing destinations are presented. Third, the study creates a realistic picture of the Almaty region as a destination for visitors and destination authorities.

HMR 제품에 대한 외식 기업의 브랜드 자산이 브랜드 충성도에 미치는 영향

This study investigated the effect of brand equity of food service companies on HMR products on brand loyalty. In addition, we verified through empirical analysis whether perceived value has a mediating effect between brand equity and brand loyalty of food service companies. A survey was conducted on consumers in Seoul and Gyeonggi-do from May 22, 2023 to May 31, 2023, and 220 questionnaires were used for the final analysis. The analysis results are as follows. First, among the brand assets of restaurant companies for HMR products, brand image and perceived quality had a significant effect on brand loyalty. Second, the perceived value(emotional value) had a mediating effect between the food service company's brand equity(brand image) and brand loyalty for HMR products. The results of this study suggest effective marketing implications for gaining a differentiated competitive advantage in the food service market through the establishment of brand assets of food service companies for HMR products.

CREATIVITY IN DISTINCTIVE BRAND ASSETS

The article discloses creativity in developing brand assets and explores the relationship between creativity, distinctive brand assets, and divergent thinking. The scientific novelty of an article that explores the combination of distinctive brand assets and divergent thinking might lie in its potential to shed new light on how branding strategies can be used to foster creativity. By examining how certain visual and auditory cues associated with a brand can activate divergent thinking, the study could provide insights into how marketers can design more effective branding campaigns that not only increase brand recognition but also inspire consumers to think outside the box. Distinctive brand assets are unique visual and auditory cues that help consumers identify and differentiate a brand from its competitors. Divergent thinking is generating multiple ideas and solutions to a problem. The article argues that successful distinctive brand assets could result from divergent thinking and creativity, as they enable brands to create assets that are not only distinctive but also emotionally resonant and memorable. Ultimately, the article demonstrates how divergent thinking and creativity are critical components in the development and success of distinctive brand assets, which are an essential part of a brand’s overall marketing strategy.

Exploring the uniqueness of distinctive brand assets within the UK automotive industry

Exploring the uniqueness of distinctive brand assets within the UK automotive industry

기업의 ESG 경영이 브랜드자산 및 구매의도에 미치는 영향

Purpose – The purpose of this study is to understand the relationship among Starbucks' ESG management, brand equity, and purchase intention using Starbucks in Shandong Province, China. We also investigate the moderating effects of digital transformation and the mediating effect of brand equity. Design/Methodology/Approach – In this study, a research model was built based on existing studies and demonstrated using multiple regression analysis. Findings – First, except for 'energy efficiency', the remaining independent variables were found to have a significant impact on brand equity. Second, except for 'eco-friendly management', it was confirmed that the rest of all independent variables had a significant effect on purchase intention. Third, the moderating effects of digital transformation and the mediating effect of brand equity were confirmed. Research Implications – Starbucks' strategy of combining “ESG management” and “digital transformation” had a positive significant effect on brand assets and purchase intentions. In addition, although Starbucks is a multinational company, it must comply with Chinese laws in the Chinese market, and this must be noted when dealing with consumers in the Chinese market.

SME networking capabilities in export markets and contingencies related to power asymmetry and brand assets

SME networking capabilities in export markets and contingencies related to power asymmetry and brand assets

Research on Modeling and Simulation of We-media Brand Equity Growth

With the development of Internet technology, behind the rapid prosperity of We-media is a large number of We-media flash in the pan. How to create brand assets to provide competitive advantages for the sustainable development of We-media has become an urgent problem for profitable We-media. This paper analyzes the growth mechanism of we-media brand equity from the perspective of user's mind, applies system dynamics method to carry out modeling and simulation analysis, and explores the general law of we-media brand equity growth. This paper finds that the external environment and similar We-media have no obvious impact on the growth of We-media brand equity, but brand communication will have a direct positive impact. The research results of this paper can provide ideological inspiration for the brand equity construction of We-media.

지역 문화축제의 서비스품질이 브랜드자산, 만족도에 미치는 영향 : 남원 춘향제 중심으로

This study was conducted as an example, focusing on the 92nd Namwon Chunhyang Festival in 2022. Namwon Chunhyang Festival is a local cultural festival that has been held since 1931, and it is a local cultural festival in Namwon that has been around 92 times so far, and is a local cultural festival with high brand asset value. The subjects of this study were visitors who participated during the festival. The survey was conducted during the festival from May 04 to May 8, 2022. Among the 250 questionnaires, 13 copies of the questionnaire that responded faithfully were excluded. A total of 237 copies were used as final analysis as effective samples. The analysis method used in this study was first data coded in Excel and then analyzed using SPSS 22.0 for Windows. The results of the research hypothesis test are as follows. First, among the four factors of service quality of the culture and arts festival, ‘content’, ‘convenience’, and ‘reliability’ showed significant results in brand assets. Second, among the four factors of service quality of the culture and arts festival, ‘reliability’, ‘content’, and ‘convenience’ showed significant results. Finally, among the three factors of brand assets, ‘perceived quality’ and ‘image’ showed significant results in satisfaction. However, this study was studied as a participant in the festival before the social distance of COVID-19 was completely released. The study was conducted limited to local cultural festival participants. It is considered to be a more meaningful study if analyzed after the social distance is completely lifted. In addition, this study did not identify the types of visits by participants in local cultural festivals. If high satisfaction by age, lifestyle, cultural festival culture, and history is categorized, it is expected that more meaningful data will be provided to revitalize cultural festivals in the future.

Identifying and Screening Components and Indicators of Brand Management Positioning in Art

Objective: The objective of this study is to identify and screen the components and indicators of brand management positioning within the art industry. Methodology: This research employs a mixed-methods approach, incorporating both qualitative and quantitative methods. The study is interpretive, with an inductive approach, and is classified as cross-sectional. Data collection involved a combination of library and field studies. The qualitative section analyzed 166 articles using open, axial, and selective coding to identify key positioning components. The quantitative section involved a purposive sample of 28 industry and academic experts from the seven fields of art, who participated in a fuzzy screening process to evaluate the importance of the identified components and indicators. Findings: The qualitative analysis resulted in the identification of 83 initial indices, which were grouped into 15 general components and ultimately categorized into three main dimensions: resources and assets, capabilities, and benefits of positioning. The fuzzy screening process revealed that the importance of these components varied across the seven artistic fields. The most emphasized indices for effective positioning were understanding audience needs, audience relationship management, brand identity, use of new technology, innovative products/services, advertising and public relations, sales policy, and brand reputation. Key components included audience-centricity, financial resources, brand assets, financial benefits, audience engagement, marketing capabilities, relational benefits, differentiation from competitors, and networking capabilities. Conclusion: This study provides a structured framework for brand positioning in the art industry, emphasizing the need for a tailored approach based on the specific characteristics of each artistic field. The findings highlight the importance of leveraging audience understanding, innovative practices, and effective communication to create a distinctive brand image.

Effectiveness of Employing Distinctive Brand Assets in Advertising Design

Effectiveness of Employing Distinctive Brand Assets in Advertising Design