Dimensions Of Brand Equity Research Articles

Exploring the Role of Brand Equity on Customer Satisfaction and Brand Loyalty: A Case Study of Browcyl's Signature Makassar Snacks

This study aims to explore the relationship between consumer-based brand equity and brand loyalty, with an emphasis on the mediating role of customer satisfaction in the specific context of the cake shop segment within the restaurant industry. Employing Structural Equation Modeling (SEM) through LISREL, this research analyzes data collected from customers of Browcyl’s cake shops in Makassar. The model focuses on examining the impact of five dimensions of consumer-based brand equity on customer satisfaction and, subsequently, on brand loyalty. The results indicate that three out of the five dimensions of consumer-based brand equity significantly and positively influence customer satisfaction. In turn, customer satisfaction has a strong, positive impact on brand loyalty. This highlights the pivotal role of certain brand equity elements in enhancing customer satisfaction, which is a key driver of brand loyalty in the cake shop sector. The study offers valuable insights for practitioners in the restaurant industry, particularly in the cake shop sector. It suggests that focusing on specific aspects of brand equity can significantly improve customer satisfaction, leading to increased brand loyalty. This provides a strategic direction for cake shop owners and marketers to strengthen their brand equity in ways that resonate with their customers.

Influence of Marketing Mix Strategy on Brand Equity Enhancement of Chinese Dried Forest Fruit Brands Based on Customer Mind Model

This research aimed to study 1) the influence of a marketing mix strategy on brand equity enhancement (brand loyalty) among Chinese dried forest fruit brands, 2) brand utility as a mediator of the relationship between the marketing mix and brand equity enhancement (brand awareness, brand association, perceived quality and perceived value), and 3) the effect of brand equity dimensions on the willingness of customers to pay a price premium. The study employed a quantitative approach utilizing online questionnaires to survey Chinese consumers who purchased dried forest fruit products from four well-known brands: Three Squirrels, Be & Cheery, Qiaqia, and Bestore. A snowball sampling method was utilized to gather responses from a sample of 480 consumers, with Structural Equation Modeling (SEM) being employed to analyze the data. The results showed that product, promotion, and place had positive impacts on both brand utility and brand equity dimensions. In particular, product and place were found to have a considerable correlation with brand equity enhancement in the context of dried forest fruits. The research also revealed that brand utility positively impacts both brand value dimensions and brand loyalty, serving as an intermediary for the association between the marketing mix (product, place) and brand loyalty. Finally, the study confirmed that both brand equity dimensions and brand equity enhancement positively influence customers’ willingness to pay a price premium.

CONSUMER BRAND LOYALTY IN BRAND HERITAGE ATTRACTIONS: A BRAND EQUITY PERSPECTIVE

This study tries to analyze the conceptual model of brand equity, brand trust, brand satisfaction, and loyalty of Indonesian consumers to brand heritage. This research examines the direct effect of brand equity on trust and satisfaction, the direct effect of trust on satisfaction and loyalty, and the direct effect of brand satisfaction on brand loyalty. This conceptual model tests 9 proposed hypotheses. The object of this research is Brand Heritage in Indonesia. The total sample used is 270 respondents taken through the purposive sampling technique. The respondent's criteria used are respondents who have used/consumed and bought heritage brands in Indonesia. The data was obtained through the distribution of online and offline questionnaires. The hypothesis testing was carried out using structural equation modeling (SEM). Hypothesis testing using path analysis. This study found that two dimensions of brand equity, namely perceived quality and brand association, affect consumer trust and satisfaction. On the other hand, brand awareness does not have a significant effect on trust and satisfaction. Meanwhile, consumer trust also influences satisfaction and loyalty. Then, consumer satisfaction on consumer loyalty.

The Fallout of the Pandemic: An Investigation of Oman Tourist Destination Brand Equity

Oman is in the process of diversifying its economy by identifying other sectors to lessen dependency on petroleum products. Many such sectors are identified as tourism, manufacturing, fisheries, mining, transportation, and logistics. Coronavirus pandemic has a significant impact on the global economy. As countries around the globe begin to emerge from the pandemic, what will be the new normal for tourism? This new normal is already beginning to affect tourism sector in Sultanate of Oman. The present study explores how the fallout of the pandemic will affect destination brand equity from a tourist perspective. However, most of the previous studies that deal with the similar issues, do not include effective ways to develop Oman tourism destination as a brand. The results reveal that destination Oman significantly satisfies all dimensions of brand equity, i.e., brand awareness, perceived quality, brand association, and brand loyalty. The perceived risk dimension is also extracted in the study to recognize the impact of pandemic crises.

The Influence of Brand Equity Dimensions on Donor’s Decisions in Paying Alms

The purpose of this research is to analyze the influence of brand equity dimensions simultaneously and also partially on donors' decisions in giving alms at UPZIS NU CARE-LAZISNU MWCNU Wonocolo. The method of analysis of this research is quantitative with the technical analysis tool used is multiple linear regression, to determine the direction and how much influence the independent variables have on the dependent variable. This research is using primary data obtained from the results of filling out the questionnaire. Based on the findings of data analysis using SPSS version 26, it shows that brand awareness and brand loyalty factors have a significant influence on the choice of donors partially. In addition, the brand equity aspect also has a simultaneous impact on donors' decisions to make donations at UPZIS NU CARE-LAZISNU MWCNU Wonocolo. This research, is expected that UPZIS NU CARE-LAZISNU MWCNU Wonocolo will continue to improve and maintain the brand that has been built.

Influence of Customer-Based Brand Equity on the Performance of Deposit-Taking SACCOs in Uasin Gishu County, Kenya

Deposit-taking SACCOs can achieve long-term performance by developing a competitive advantage that gradually builds a core of loyal customers over time through branding. This is supported by the fact that companies that prioritize the brand in their business strategy perform better. However, the credit market is becoming increasingly competitive, requiring deposit-taking SACCOs to offer higher-value products and services to improve performance. The purpose of the study was to find out how the performance of deposit-taking SACCOs in Uasin Gishu County is influenced by customer-based brand equity. The study was guided by the following specific objectives: 
 
 To assess the effect of brand loyalty, 
 To determine the effect of brand awareness, 
 To evaluate the effect of brand associations, and 
 To examine the effect of perceived quality on the performance of deposit-taking SACCOs in Uasin Gishu County 
 
 Brand equity theory and the theory of reasoned action were used in this research. An explanatory cross-sectional design was used to comprehend the relationships between study variables. 310 members of the deposit-taking SACCO in Uasin Gishu County were the targeted population. A sample size of 175 respondents was determined by the use of the Krejcie and Morgan table. A simple and stratified random sampling technique was adopted. The information was collected using a self-administered questionnaire. The instruments were tested for validity and reliability after a pilot test. Quantitative data were analyzed by use of both inferential and descriptive statistics using SPSS version 25. From the findings, customer-based brand equity had a statistically significant influence on the performance of deposit-taking SACCOs in Uasin Gishu County. Brand loyalty, brand awareness, brand associations and perceived quality had a positive and statistically significant effect on the performance of deposit-taking SACCOs in Uasin Gishu County, hence the rejection of the null hypothesis. In conclusion, customer-based brand equity and all its dimensions understudy significantly affect the performance of deposit-taking SACCOs in Uasin Gishu County. Therefore, based on the findings, brand equity theory and the theory of reasoned action showed that deposit-taking SACCOs should effectively bundle all the dimensions of customer-based brand equity through their policy framework and consistently improve on them to heighten their performance.

A two-phase confirmatory factor analysis and structural equation modelling for customer-based brand equity framework in the smartphone industry

The emergence of smartphones has brought a transformative change in the smartphone industry in terms of technological innovations and business decision-making dynamics. Smartphones have appeared in the market as the standard configuration and currently represent the fastest-growing market segment in the telecommunications industry. It is considered a highly involved product that is relevant and important to the buyer due to its daily use and multiple functionalities. With this growth in smartphone use, the market has been more competitive with the emergence of new brands leading to a wide range of brand selection opportunities for customers. Therefore, there is a need for smartphone companies to understand customers’ brand equity before implementing strategic decision-making to promote their brands. This paper introduces a conceptual framework based on the theoretical framework of Keller and Aakar’s Customer-Based Brand Equity (CBBE) models. This conceptual framework consists of nine constructs organised into three layers: marketing programs, brand equity dimensions, and brand equity. The framework has been validated using a quantitative survey of Nepalese smartphone users in two phases. In the first phase, Exploratory Factor Analysis (EFA) has been performed to measure the reliability of the constructs and the Factor Loading (FL) of the scales under each construct of the proposed framework. In the second phase, the survey questionnaire has been revised based on the analytical results of the first phase, and the full-phase survey has been conducted. The full-scale survey data has been analysed using Confirmatory Factor Analysis (CFA). Hence, the relationship between the constructs has been measured using Structural Equation Modelling (SEM) for the proposed framework. This proposed framework has focused on different strategic decision-making constraints of smartphone marketing, which decision-makers can utilise to develop market policies and other business decisions. The results have indicated that the Product Features (PF) have an important role in creating positive Perceived Quality (PQ) if the promotion has been made to create Brand Awareness (BA). Positive PQ helps in enhancing Brand Image (BI). Marketers need to focus on creating positive Brand Preference (BP), as BI is not sufficient in creating Brand Loyalty (BL) and Brand Repurchase (BR).

IMPACT OF BRAND EQUITY ON LAPTOP PURCHASE INTENTION AMONG PUBLIC UNIVERSITY STUDENT

The laptop industry is showing a growing trend in Malaysia and there are various laptop brands in the market. The impact of brand equity has greatly influenced the behavior of students in public universities toward the purchase intention of laptops. However, there is still a lack of thorough research that has been conducted to examine the brand equity and purchase intention of laptops among students of public universities in Malaysia. Thus, this study aims to investigate the relationship between the brand equity dimension which is brand awareness, brand association, perceived quality, and brand loyalty toward purchase intention of laptops among public university students by applying the Theory of Action (TRA). The results show that perceived quality and brand loyalty is significant. Meanwhile, brand awareness and brand association are insignificant. The study concludes with the discussion of research limitations and recommendation for the industry and future research.

The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic

PurposeThis study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.Design/methodology/approachA total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.FindingsThe authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.Originality/valueThis study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.

An Investigation of the Relationships Among Marketing Mix Variables and Brand Equity Dimensions: State-Branded Food Products

ABSTRACT The current study investigates the relationships among marketing mix variables and brand equity dimensions in the context of state-branded food products. Structural equation modeling (SEM) was employed to explore the hypothetical associations among variables. The results illustrated that the locations where consumers purchased state-branded products and their level of exposure to product advertisements had a greater impact on consumers’ perception of state-branded food products than numerical information such as prices and the number of stores distributing the product. In addition, the results showed that when consumers were aware of a particular state-branded food product, they were more likely to remember its features and perceive the product as high quality.

WILL INFORMATION OVERLOAD SITUATION FACILITATE PEOPLE TO BUY IN SOCIAL MEDIA & E-COMMERCE? CASE OF LOCAL SKIN CARE BRANDS IN INDONESIA

The pandemic has opened the opportunity for local skincare brands to launch their variants in social media. The proliferation of communication about the brands and its variants in social media provides consumers with sufficient even overload of information to make purchase decision. The information overload from the preferred brand and also from other brands might create confusion among consumers and have impact to the purchase intention of local skin care brands in Indonesia. Using TPB theory and dimensions of brand equity as the antecedent for attitude toward local skin care, this study aims to determine whether information overload will have influence on purchase intention when the products are sold in social media. Using PLS-SEM, this study shows that information overload does not give a moderation effect on purchase intention.

The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam

PurposeThis paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.Design/methodology/approachThe conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.FindingsExcept for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.Research limitations/implicationsFuture research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.Practical implicationsDMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.Originality/valueThis study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election

The current research examines the options available for political candidates to leverage their brand in order to influence voting intentions. Candidates, owing to the strong psychological connections they establish with their voters, are well-positioned to construct brand equity. Emotions are part of any brand–consumer relationship, but in the case of politics, the importance of this dimension may be more significant given that the brand, in this case, is a living person. This is expressed in the degree of consumer–voter commitment and emotional involvement. A multidimensional construct of brand equity is used to explore the relationships between its dimensions and voter intentions. The findings suggest a robust correlation between candidates’ brand equity and respondents’ future voting intentions. In addition, it is feasible to ascertain the characteristics of the brand equity of the different candidates and to identify the dimensions on which to focus efforts to improve brand equity. The current study enhances the utilization of candidate brand equity assessment as a viable alternative to polling data in practice. Its contribution lies in the potential to effectively manage the various dimensions of brand equity for the benefit of a candidate.

Airline brand management: A practical perspective to brand management in the airline industry

Measuring and managing airline services cannot be easily achieved using the tools developed to measure brands in goods and most other services industries due to some unique characteristics of the airline industry. This paper seeks to explain airline branding, brand management, and brand measurement from the perspective of airline marketing professionals. The aim is to identify customer-based brand equity (CBBE) measures appropriate to the unique nature of the airline industry. Furthermore, we explore the dimensions that drive brand equity in the airline industry. The paper uses semi-structured expert interviews to collect data from senior marketing executives working for both full-service and low-cost carriers, in addition to airline branding/marketing consultants. The findings reveal the factors that drive airline customer-based brand equity (CBBE) as awareness, functional and technical service performance, credibility, differentiation, value, satisfaction, and loyalty. The research encapsulates the basic dimensions of brand equity advocated in the branding literature but also some measures which are new to the airline branding literature (functional and technical service performance, and credibility). These measures are critical for airline managers as they attempt to build equity in their respective brands. Therefore, this research offers researchers and practitioners a better understanding of brand equity measurement and of brand equity formation for airlines.

A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on signaling theory, categorization theory, and a large database of 2,134 effect sizes from research spanning 1990–2020, the authors address these mixed findings through a meta-analysis to develop empirical generalizations. The results show that parent brand equity and extension fit positively influence extension success. However, the multifaceted dimensions of these two drivers have differential effects. For example, among the fit dimensions, usage fit has the weakest effect. While the results suggest an overall positive interaction effect between the two drivers, a fine-grained perspective that considers the drivers’ various dimensions reveals differences. For example, brand familiarity appears to have a lower interaction effect with extension fit than the other dimensions of parent brand equity. Furthermore, the authors provide a comprehensive analysis of five groups of moderators: contextual factors (parent brand, extension, communication, and consumer factors) and research method factors. The authors offer managerial and future research implications for the design of brand extension strategies.

Modelling the Effects of Social Media–based Brand Communities on Brand Trust, Brand Equity and Consumer Response

Social media platforms help brands connect with their customers online, and a social media -based brand community (SMBBC) enable brand attachments to particular brands. These brand communities enhance consumer relationships, increase customer advocacy, discover customer problems, and generate unique product and marketing ideas. In the context of Social Identity Theory and SOR framework (stimulus-organism-response), the present study explored the influence of customer-centric elements (the four relationships) on an online brand community that affect and provoke members’ conscious brains to get into action. The study further examines the impact of SMMBC on brand trust and brand equity variables (brand awareness, perceived quality, brand association and brand loyalty) and, consequently, on customer response (purchase intention, response to brand extension and willingness to pay a premium). A self-administered online survey was conducted to collect data on all selected brands. The brands were selected using a stratified sampling method, and the stratum used was the number of fans following the brands. The top three brands with the highest fan following from 15 sectors were picked. The study selected 384 final responses after the data screening procedure. SPSS version 26 and AMOS graphics were used for testing hypothesised relationship. Exploratory factor analysis (EFA) was conducted to ensure that the selected scale items were appropriately loaded, followed by measurement model’s reliability and validity testing using Confirmatory factor analysis (CFA). The findings of SEM analysis conclude that customer-centric elements are significant determinants of the online brand community. The results also confirmed that strengthening SMBBC leads to higher brand trust and positively influences all brand equity dimensions. In addition, the research study found that positive brand equity results in favourable consumer responses. This study contributes theoretically to past studies on brand community and customer response, mainly in social media. The findings are helpful for managers to design and manage their online brand communities effectively and to elicit more positive responses.

Effect of Credible Online Review, Brand Equity Dimension, and Customer Satisfaction Towards Bio Beauty Lab's Repurchase Intention

Purpose – This study aimed to analyze the effect of Credible Online Reviews, Brand Equity Dimension, and Customer Satisfaction on the Bio Beauty Lab’s customers’ repurchase intention. Methodology –This is a quantitative study conducted on 229 Bio Beauty Lab customers living in Jabodetabek determined using non-purposive sampling. The data collected from the respondents through questionnaire distribution were analyzed using PLS-SEM. Findings – Credible online reviews positively affect brand awareness and perceived value, but do not impact brand personality, organizational associations, and perceived value. Brand awareness, perceived value, brand personality, organizational associations, and perceived quality positively affect customer satisfaction. Additionally, satisfaction affects the Bio Beauty Lab customers' repurchase intention. Originality – This study provides a newer and deeper understanding of credible online reviews and brand equity by focusing on the importance of customer satisfaction and repurchase intention.

Fashion and the metaverse: Clarifying the domain and establishing a research agenda

In recent years, the metaverse has garnered significant attention as a term referring to a network of 3D virtual worlds that integrate elements of both physical and digital worlds. Fashion brands have begun exploring the metaverse as a new marketing platform, which is expected to bring about substantial changes in the fashion and retail industry. However, a lack of consensus on the nature of the metaverse and its impact on the fashion industry currently exists, and limited academic research is available on the metaverse's influence on fashion brands' marketing strategies and brand experiences. To address this gap, this study employs a thematic analysis approach on trade journals and industry articles that cover fashion brands' metaverse strategies. Through this analysis, the study provides a typology of current marketing strategies of fashion brands in the metaverse. Based on these empirical findings, this research proposes a theoretical framework that explains how different metaverse strategies affect different dimensions of brand equity. Finally, this study offers research directions for fashion brands' metaverse strategies by presenting an integrated framework that synthesizes the key insights from our research findings.

THE INFLUENCE OF BRAND EQUITY ON CUSTOMERS’ LOYALTY THE MEDIATING ROLE OF SATISFACTION (THE CASE OF LEBANESE SMES: CONFECTIONARY TRADE)

As competition between market players intensifies, customer satisfaction and loyalty are significant organizational concerns. This research aims to study the influence of antecedent variables influencing consumer loyalty. It aims to inspect the effect of brand equity on consumer loyalty, taking consumer satisfaction as a mediating variable. Consumer satisfaction and loyalty are imperative for Lebanese SMEs. The research is an explanatory, descriptive study presenting a theoretical and analytical framework. This research adopted the survey as a research strategy in a cross-sectional time horizon. It adopts the logic of positivism with a quantitative approach based on a questionnaire. The latter supports quantifiable results and statistical analysis. 384 valid questionnaires were collected online from Lebanese consumers of confectionery brands as a field of study. The main objective of this research was to evaluate the influence of brand equity on consumer loyalty through consumer satisfaction as a mediating variable. This study was conducted on Lebanese consumers taking Lebanese confectionary brands as a field of study. The study highlighted that consumer loyalty is highly influenced by brand equity dimensions and consumer satisfaction, respectively. Therefore, Perceived quality, Brand awareness, Brand association, Brand Trust, and Staff behavior affect customer satisfaction on consumers' satisfaction (R2=0.656). Thus, a 65% variation in customer satisfaction is explained by a unit change in these retained dimensions of brand equity.

The Impact of Social Media Marketing on Beauty Clinic Brand Equity: the Case of Zap Manado

Purpose: Setting the context of exploration in beauty clinic industry, the present study aims to examine the influence of SMM on the four dimensions of brand equity: brand awareness, brand association, perceived quality, and brand loyalty. Theoretical framework: The scholarly community is witnessing a marked increase in interest regarding the impact of social media marketing (SMM) on brands. However, despite this trend, the literature concerning the effects of SMM on beauty clinic brands remains scant. Design/methodology/approach: A cross-sectional survey, facilitated through self-administered online methods, was executed among a sample of customers who had availed themselves of the beauty treatment services provided by the Zap beauty clinic within the past annum. The data gathered was subjected to analysis via the utilization of Structural Equation Modelling (SEM) techniques, utilizing the software platforms SPSS and SmartPLS. Findings: The results indicate that SMM exerts a positive and significant impact on brand awareness, brand association, perceived quality, and brand loyalty. Research, Practical & Social implications: The findings of this investigation are anticipated to provide valuable understandings into the effectiveness of SMM on brand equity within the beauty industry which can improve marketing and branding strategies and building competitive advantage. Originality/value: This study is an original attempt to propose and test a theoretical framework, explaining the relationships among SMM on the four dimensions of brand equity: brand awareness, brand association, perceived quality, and brand loyalty in the beauty clinic context.