Brand Associations Research Articles

Branding discourses in transnational higher education in the era of hypercompetition: leveraging secondary brand associations

ABSTRACT Transnational higher education (TNHE) providers are a notable part of many domestic higher education systems. Historically, TNHE providers benefitted from the perceived value proposition of offering ‘something different’ or ‘something superior’ compared to local institutions, but nowadays the domestic provision of higher education poses a more significant threat for the TNHE providers. A particular challenger type of institution is the local, foreign-affiliated (branded) university, which represents a rather unexplored type of TNHE. This research compares international branch campuses and local, foreign-affiliated universities in different TNHE contexts, to identify how the institutions leverage secondary brand associations in branding. The study identified four shared branding discourses (grandiosity, third space, place brand, and boundary-spanning) and the common underlying secondary brand associations used in each branding rhetoric. The findings strengthen our understanding of the importance of authentic branding in the era of hypercompetition for the future of TNHE development.

Intention to enroll and recommend a higher education institution for STEM degrees: a brand valuation approach.

Taking as a framework the brand valuation model proposed by the National Service of Intellectual Rights of Ecuador, the purpose of this study was to evaluate whether the variables that reside in the consumer’s mind, such as brand awareness, associations, and evaluation of choice determinants, are significant in explaining the intention to enroll and recommend a higher education institution. After applying a generalized least squares regression analysis to a sample of 227 potential students of science, technology, engineering, and mathematics (STEM) degrees, it was found that the evaluation of the choice determinants is the only factor that explains the intentions. The high level of consumer involvement with the higher education service could justify this finding.

Understanding Purchase Intention of Fair Trade Handicrafts through the Lens of Geographical Indication and Fair Trade Knowledge in a Brand Equity Model

This study aims to investigate the effects of geographical indication (GI) and fair trade knowledge (FTK) on U.S. female consumers’ perceived brand equity and the purchase intention of fair trade apparel handicrafts. Employing a web-based experiment and survey, the study divided participants into groups exposed to brands with and without GI certification marks. A total of 206 responses were collected. A perceived brand equity model was developed, featuring elements such as perceived quality (PQ), brand awareness (BA), brand association (BS), uniqueness (UQ), and willingness to pay a price premium (PP). Structural equation modeling was used to analyze the data and validate the hypotheses. The results revealed that consumers are willing to pay a price premium for products with GI and that FTK positively impacts brand equity. Furthermore, FTK had an interactive effect with GI, enhancing PQ and BS. Increased scores in BS, UQ, and PP were also found to positively affect purchase intention. This study fills a research gap by quantitatively examining the relationship between GI, FTK, brand equity, and purchase intention in the domain of fair trade apparel handicrafts. The findings offer strategic insights for enterprises and organizations in the fair trade handicrafts sector.

A win-win situation: Enhancing sharing economy platform brand equity by engaging business owners in CSR using gamification

This study examines the role of gamification elements in engaging suppliers of sharing economy platforms in corporate social responsibility (CSR) activities. We expected that engaging business owners in CSR would improve the brand equity of these platforms by leveraging the business owners’ brand loyalty and brand association. The statistical population of the study is owners of Iranian accommodation who use sharing economy platforms. The size of the sample was 323 accommodation owners. The hypotheses of this study were tested using Smart PLS-3. The study confirmed all the research hypotheses and showed that engaging business owners in social responsibility activities using gamification elements on sharing economy platforms can lead to an increase in the brand equity of the sharing economy platforms. These results will reinforce the synergy between the platforms and their users by making both parties aware of it.

Assessing Destination Brand Associations on Twitter: The case of Istanbul

The development of data mining has paved the way for studies that identify brand associations from user-generated content (UGC). However, the number of studies investigating destination associations with social media is limited. The aim of this study is to explore destination associations with UGC on Twitter and to show how data mining and sentiment analysis methods can be applied to destinations to elicit brand associations. In this study, 33,339 English-language tweets containing the word #Istanbul were collected over one year and analyzed using text mining (association rule analysis) and sentiment analysis. As a result of the study, a brand concept map (BCM) of what Twitter users associate with Istanbul was created and compared to other studies that measure associations using conventional methods. The main results show that users have positive associations with tourism in Istanbul. Unique and interesting associations (such as "cats") were observed compared to other previous studies that measured associations to destinations. Based on the study results, a method was proposed for measuring the image of a place brand by observing electronic word of mouth in social media.

Online posting intention: do the social communication and brand equity of esports matter?

PurposeSocial media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence.Design/methodology/approachThe study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits.FindingsThe results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention.Originality/valueThis study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events.

Analysis Of The Influence Of Brand Association, Experiental Marketing And Brand Trust On Consumer Loyalty For National Digital Game Products

The purpose of this study is to examine the potential effects of brand association, brand trust, and experiential marketing on consumer loyalty and purchase decisions. Only people who enjoy video games were included in the study's population. With a total of 100 samples, the sample was chosen using a non-probability sampling approach called purposive sampling. In order to collect data for this study, questionnaires were distributed in accordance with the descriptive statistical analysis methodology. The author must create a relationship model between variables referred to in this instance as a path diagram before he can apply path analysis in his research. There is a strong positive correlation between experiential marketing and brand association in purchase decisions, according to the results of the data processing that was done. The fact that the t-count value is greater than the t-table value indicates this. The computed t-value does not exceed the value in the t-table, indicating that there is no significant positive connection with the brand trust variable. The Sig value is smaller than the author's conventional significance criterion of 0.05, indicating that experiential marketing, brand trust, and brand association have a substantial impact on purchasing decisions. According to the partial test, customer loyalty is significantly impacted negatively by the factors experiential marketing, brand trust, and brand association.

Dimensions of brand equity for the banking sector: A study in the elderly segment

The main objective of this research was to construct and validate an instrument to measure the value dimensions of banking brands in the elderly segment. For this purpose, a quantitative study was developed with a descriptive correlational design and participation of 403 Colombian seniors. An instrumental study also employed exploratory factor analysis to identify the underlying constructs and the most statistically robust item structure. The results show the existence of six dimensions: "loyalty and brand friendliness", "brand performance", "brand awareness", "brand association", "brand importance", and "perceived quality". All of these correspond to previous brand equity literature, except for the dimension "loyalty and brand friendliness", which emerges from the study as a single construct. Given the particularities of the elderly as a consumer, it is concluded that the banking sector should continue consolidating its brand value in this market segment. Since this sector has been showing a representative demographic growth at a global level, such goal is positioned as a fundamental objective for organisations that have a high market orientation.

Perceived Value, Peer Influence, Flavour Variety and Brand Association as Antecedents of Soft Drinks Consumption Intention Amongst Young Consumers

Perceived Value, Peer Influence, Flavour Variety and Brand Association as Antecedents of Soft Drinks Consumption Intention Amongst Young Consumers

An Overview of the Composition and Management of Brand Equity

The definition of brand equity has been gradually improved, but the existing studies are mostly case studies and unilateral studies, and the studies that integrate and sort out brand equity from multiple perspectives are relatively rare. By reviewing and sorting out the international literature on brand equity, this paper summarizes the definition, components, evaluation methods and prospects of brand equity, in order to promote the better development of corporate brand equity. The article holds that it is very important to use publicity channels effectively to stimulate consumers, establish effective brand association, and enhance brand awareness and recognition to enhance brand value. In addition, brands need to segment the market and strengthen brand trust in a targeted way. And establishing a consistent and effective brand image helps to enhance brand awareness and brand recall, as well as promote brand loyalty. At the same time, for high-equity brands, brand extension and expansion is also particularly important.

The Power of Strategy in Advertising. A Brief Theoretical Approach

This study aims to theoretically emphasize the role of account planning in advertising. The main purpose is to persuade young professionals and students interested in the advertising field that a campaign should be perceived as an algorithm, where products, consumers’ desires, sales, or even the creative ideas are not the sole relevant aspects of success. Conversely, understanding consumers’ mentality, feelings, motivation, fears, and reasons for rejecting a brand is the crucial key for discovering the most effective way to build a loyal relationship with them. The paper explains the main concepts that guide every account planner to the right insight, such as brand awareness, brand capital, brand identity, brand associations, media strategy, positioning, and brand loyalty. Additionally, some concepts have been adapted to the Romanian local market to provide a clear understanding or, at the very least, motivation for the strategy. Why is account planning so relevant in the market, especially considering that agencies operate both globally and locally? There is a singular answer motivating the topic of this study, namely the instability of consumers influenced by such factors as technology, market evolution, unexpected desires, social development, and even professional updates

Qualitative Analysis of Social Media Influencers Impact On Sustainable Brand Equity: A Case Study of Small Businesses in Nigeria

This study investigates the impact of social media influencers (SMIs) on small business brand equity in Nigeria. With the country facing significant economic challenges and a growing unemployment rate, small businesses have become increasingly important for job creation and economic development. However, many small businesses struggle to establish their brand in a highly competitive market. The rise of social media influencers has opened new opportunities for small businesses to enhance their brand equity through innovative marketing strategies. The research employed an inductive approach, utilizing qualitative data collection methods through semi-structured interviews. A total of six small business owners who have engaged SMIs for promotional campaigns were interviewed. Findings from the study revealed that SMIs can have a significant positive impact on small business brand equity in Nigeria. They can increase brand awareness, improve brand associations, and foster brand loyalty. However, the study also identified challenges, such as influencer selection, budget constraints, and the authenticity of influencer endorsements. The research provides valuable insights for small businesses seeking to leverage SMIs in their marketing efforts, as well as recommendations for improving the effectiveness of such campaigns. The findings contribute to the growing body of knowledge on influencer marketing and have practical implications for small business owners, marketers, and policymakers in Nigeria. Keywords: Qualitative Analysis, Social Media, Influencers, Brand Equity, Businesses in Nigeria Proceedings Citation Format Obahiagbon, Ebiuwa Gladys, Nwankwo, Nkechi & Olaniyi, Titus (2023): Qualitative Analysis of Social Media Influencers Impact On Sustainable Brand Equity: A Case Study of Small Businesses in Nigeria. Proceedings of the 37th iSTEAMS Multidisciplinary Cross-Border Conference. 30th October – 1st November, 2023. Academic City University College, Accra, Ghana. Pp 69-82. dx.doi.org/10.22624/AIMS/ACCRACROSSBORDER2023V2P6

THE EFFECT OF GREENWASHING ON BRAND EQUITY AND GREEN PURCHASE INTENTION AT GARNIER IN JAKARTA

Climate change and global warming are causing various natural disasters. One of the causes is packaging waste from consumer-packaged goods products (in the form of food, drinks, and dairy products such as soap, cosmetics, etc.) which are difficult to decompose. Public awareness is needed to preserve the environment, one of which is by using environmentally friendly products such as Garnier through the "green beauty" movement. The purpose of this research is to examine how greenwashing affects brand equity, including brand trust and brand association with Garnier products, and to examine the effect of brand equity on green purchase intention. The quantitative and descriptive method was used by distributing questionnaires via Google form to 128 respondents in Jakarta using the Structural Equation Model (SEM) analysis tool to test the hypothesis. The results showed that the five hypotheses proved significant and acceptable, namely, green brand equity has a positive effect on green purchase intention, brand credibility, and brand associations are also proven to have a positive effect on green brand equity, while greenwashing has a negative effect on brand credibility and brand associations, especially in consumer-packaged goods. Thus, Garnier is expected not to do greenwashing so that it can maintain consumer trust in Garnier products and continue to improve campaign programs that invite people to care about the environment, one of which is by buying environmentally friendly packaging products such as Garnier.

Immersive innovations for the communication of heritage, handcraft and sustainability

ABSTRACT Textile and fashion brands convey core values through marketing, and in slow-fashion heritage brands this often includes skilled craftsmanship, authenticity, sustainability, and provenance. As industry digitalisation continues, brands are employing immersive technologies – virtual (VR) or augmented (AR) reality – however there is scarce evidence of these being used to communicate craftsmanship or provenance. To explore this potential, survey participants were shown immersive and traditional marketing content and perceptions of brand image were sought. The immersive content elicited new brand associations compared with the traditional content, which may be desirable if targeting a younger or more fashion-forward demographic. However, the immersive content was less effective at inspiring participants to make a purchase, with many participants overwhelmed by the virtual environment. The research concludes that effective immersive content should incorporate a streamlined representation of brand identity and core values, utilising an accessible platform while the adoption of VR headsets remains limited.

Customer Perceptions of Bakery and Restaurant Brand Image

The research objective of customer perception of brand image is to understand how brands are seen, perceived, and interpreted by consumers or target audiences. This research aims to explore the perceptions, associations, and images associated with the brand in the minds of consumers. Identifying brand image is very important because it can help companies or organizations. The problems faced by Resto are not as good as when it was originally launched. The number of business competitors in the same field can also be a problem. The method used is descriptive research using probability sampling and simple random sampling techniques. In this study the population was 5,489 people, with a significance of 10%, a sample of 100 respondents was obtained using slovin formula. The results showed that 16.4% of respondents had a positive view of the superiority of brand associations, while around 61.8% of respondents had a negative view, 22% of respondents were neutral. As for the strength of brand association, 13.7% of respondents have a positive view, 68.3% of respondents have a negative view, 14.7% of respondents have a positive view of the uniqueness of the Resto Bakery brand association, while around 68.6% of respondents have a negative view. Association Advantage is still lacking, Resto Bakery can consider strategies that focus on improving customer experience, clearer brand communication, and strengthening elements that generate positive associations with the brand. The strength of the Brand Association is not yet strong, Resto Bakery can consider strategies that focus more on strengthening brand elements, improving service or product quality, and conducting more effective brand communication to customers. Uniqueness of Brand Association is still lacking, can focus efforts on communicating and highlighting the elements that make their brand unique and different from competitors, and invite customers to experience that uniqueness firsthand.

The Influence of Social Media Communication on Purchase Intention and Purchase Decision Through Brand Equity in Mixue Indonesia

Purpose: This research aims to identify the influencing factors of Social Media Communication purchase intention and purchase decision through brand equity so that the business can maintain sustainability using descriptive analysis and SEM-PLS on SmartPLS. Theoretical framework: This research is a development of industrial theoretical aspects of ice & tea in Indonesia, which consists of Firm Generated Social Media Communication and User-Generated Social Media Communication variables influencing purchase intention and purchase decision through mediating variables, including brand awareness, brand association, perceived quality, and brand loyalty. Design/Methodology/Approach: This research uses quantitative methods. The data source comes from a survey by distributing online questionnaires to 385 people who have purchased Mixue products and have seen Mixue content created by the Mixue Indonesia company and other Tiktok users. The data analysis technique used is SEM-PLS analysis and using SmartPLS software. Findings: User-Generated Social Media Communication is the variable that most influences purchase intention and purchase through the TikTok social media application, while the mediating variable, Perceived Quality is one of the highest brand equity mediating variables. Additionally, adding variables in this research proves that purchase intention influences purchase decision. Research, Practical & Social implications: Mixue management must pay attention to social media communication, especially user-generated content on the Tiktok application and brand equity, to achieve and maintain consistency and sustainability. Originality/Value: This research is the first to analyze the factors influencing purchasing intentions and purchasing decisions at Mixue Indonesia so that it can become a reference in academic aspects and managerial knowledge.

The study on the customer-based brand equity of the hypermarkets in Shanghai, China

The study aims to find out if a well-known brand equity model can be used in the Chinese hypermarket industry. How Aaker's customer-based brand equity model affects the overall brand equity of hypermarkets in Shanghai, China. The mall intercept method is used to collect data from the public. A survey was administered using the structured questionnaire at hypermarkets in Shanghai. The questionnaire used a seven-point Likert scale to record the responses, with one representing "strongly disagree" and seven representing "strongly agree." A total of 385 samples were successfully collected. The research showed that brand awareness, perceived quality, and brand loyalty were significantly related to total supermarket brand equity. On the other hand, brand association was found to have no significant influence on brand equity. A hypermarket’s brand loyalty is the most essential consideration for valuing its brand equity. Based on these findings, it was concluded that the brand equity model is generalizable across industries, including the hypermarket business. Thus, supermarkets must do an overall equity assessment that takes into account the relative influence of the aforementioned factors. This research is vital for large hypermarkets that are working to enhance their brands’ value proposition.

Effects of National Institutions on Corporate Brand Ability Associations During the Pandemic

During the COVID-19 pandemic, consumer behavior and brand preferences changed. However, surprisingly little is known about how or why corporate brand associations differ and change across countries during such black swan events, especially for multinationals with a specific expertise and ability, for example, to offer vaccines. The authors use institutional theory to fill this gap. They contribute to international business research by analyzing the roles of national institutions in consumers’ corporate brand ability associations (CBAA) in 20 countries over time. They find generally different roles of regulative, normative, and cultural-cognitive institutions in consumers’ CBAA. Moreover, those roles changed and varied for Pfizer, as a multinational corporation that offered the first vaccine in Western countries, and its competitors before and during the pandemic. Institutional theory strongly complements signaling theory in cross-national studies on CBAA. This study shows, for the first time, which institutions drive CBAA cross-nationally and why the role of each institution changes during a black swan event, such as COVID-19. It has direct implications for managers interested in cross-national consumer responses.

The Influence Costumer Cognitif Factor on Brand Equity Through Brand Personality

The purpose of this study is to analyze the influence of consumer cognitive factors such as brand association, perceived quality of the brand, brand image, and brand reputation on brand equity both directly and indirectly via brand personality. This type of study is explanatory. This study used a purposive sampling method and included 100 Shopee users as respondents from Kebumen and the nearby districts. Data analysis was performed descriptively, and path analysis. The results of this studied indicate that cognitive factors partially; brand association and brand reputation have a significant impact effect on brand personality, brand image and perceived quality of brand did not affect brand personality, perceived quality of brand, brand image and brand personality have positive effect on brand equity. Brand personality is proven to be able to mediate brand association and brand reputation towards brand equity. The perceived quality of brand and brand image are proven not to be mediated by brand personality.

Competition and Competitors: Evidence from the Retail Fuel Market

Policy makers and antitrust authorities are concerned about the lack of competition in the fuel retail market and its impact on consumer prices. The aim of this article is to empirically evaluate the role of the intensity of competition and competitors’ brand affiliation on retail fuel prices. To this end, we use a panel data set with detailed daily on nearly 8,500 gas stations and 2 million price observations; we estimate a reduced-form fuel price equation that accounts for supply (input costs and local competition) and demand shifters (income, traffic intensity, and location) as well as for brand and time fixed effects. We use an instrumental variable estimation strategy, to account for the endogeneity of the intensity of competition. Our results show that premium brands and low-cost brands affect the prices of rival firms in an opposite way. On the one hand, premium brands soften competition in the local markets where they operate and thereby allow their rivals to set higher prices. Besides, price setting by premium-brand stations react differently depending on whether the nearest rival sells the same brand (a friendly competitor) or some other brand. By contrast, low-cost brands contribute to reducing prices through their own prices (direct effect), thereby encouraging competitors to lower their prices (indirect effect). Our results suggest that regulation limiting the entry of premium operators whilst promoting the entry of low cost gas stations will enhance competition at the retail level.