Formation Of Brand Equity Research Articles

메타버스 브랜드 공간에서의 장소적 체험이 브랜드 자산 형성에 미치는 영향

메타버스 브랜드 공간에서의 장소적 체험이 브랜드 자산 형성에 미치는 영향

Unleashing the potential of local brand equity of Hong Kong as a green–creative–smart city

PurposeThis study aims to propose resident-based brand equity models on green, creative and smart development themes through a multi-sample telephone survey on Hong Kong residents (n = 751).Design/methodology/approachThis research adopted a quantitative approach with a round of questionnaire-based survey carried out anonymously on adult citizens who have stayed in Hong Kong for more than one year. Telephone survey was performed by a professional survey research centre with trained interviewers between May and July 2022.FindingsThe study identifies the magnitude of these city brand equity attributes and reconfigured their composition under separate samples of Hong Kong residents. The results reveal the relatively stronger brand equity for developing Hong Kong as a smart city brand compared with green and creative branding.Research limitations/implicationsThe research findings might carry a major limitation of varied interpretations and stereotypes of each city theme (green, creative and smart) by local residents. To minimize the expected bias, two core questions were added to provide respondents with information on each theme before the main survey questions. The questions’ wording was also simplified to ensure the constraint and inconsistency of layman effect.Practical implicationsThe common attributes across the themes, including distinctiveness, uniqueness, confidence, positive image, liveability, long-term residence, feature familiarity and top-of-mind, indicate the most prominent aspects of brand equity formation and enhancement. Since urban sustainability does not follow a single path of strategies and infrastructure development, city brand process should also follow a selective approach, which clearly identifies a multiplicity of local interests that could create the best outcomes and the strongest brand equity for the city.Originality/valueThe factor allocation and regression analysis elucidate different configurations of the determining factors with a three-factor model for green city brand equity and two-factor models for the other ones. The findings encore some previous studies supporting the differentiation between common attributes and distinctive attributes, and the overlapping approach to unleash the strongest integration of attributes of brand equity.

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.

The Influence of Personal Selling and Digital Marketing on The Formation of Brand Equity XYZ Insurance Jakarta Branch

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

PERAN ATRIBUT PRODUK DAN SIKAP MEREK TERHADAP PENINGKATAN EKUITAS MEREK

High brand equity becomes the company's strength to stay in the market competition. Increasing brand equity is one of the company's strategies that is carried out all the time. Increasing the supporting factors of brand equity is a way to strengthen brand equity. This study aims to determine the role of product attributes and brand attitudes in increasing brand equity. The research population is the consumer of the Rinnai brand gas stove. Obtained 85 respondents as research samples with purposive sampling technique. Research data obtained through the distribution of questionnaires will then be analyzed using multiple linear regression analysis. The results show that product attributes play a significant role in the development of brand equity. Furthermore, brand equity is significantly influenced by brand attitudes. Product attributes and brand attitudes have a significant role in the joint formation of brand equity.

Individual cultural values as determinants of the attitudinal process in the restaurant: a different perspective for understanding brand equity formation

In an increasingly innovative competitive environment, it is necessary to know the customer in depth and to understand the intrinsic determinants of customer loyalty to the restaurant and brand equity. Culture is a fundamental factor in understanding behaviour, which has often attracted interest because of its moderating rather than determining role. The objective of this research is to examine the determinant role of customers' cultural values (long-term orientation, power distance, and uncertainty avoidance) on the customer's attitudinal process in the restaurant (satisfaction and loyalty) in order to understand how it indirectly affects through the attitudinal process the formation of a restaurant's brand equity. A sample of 540 customers was used, and a SEM model was estimated. The results indicate that cultural values, except for power distance, strongly determine the attitudinal process. Therefore, culture indirectly affects the formation of the restaurant's brand equity.

Building heritage brand equity through social media sales promotion: The role of Power Distance

AbstractThis paper aims to look into the moderating effect of individual's cultural characteristics—Power Distance—on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi‐experimental 2×2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.

Brand equity formation and brand price: specificity and relationship

Introduction. Today, branding has taken an important place in the activities of modern companies, fundamentally combining the tools of marketing activities and strengthening the influence on the consumer due to the search, development and use of effective brand strategies. The purpose of branding is to find methods of influence on consumer consciousness that create a desirable perception of goods, services, companies and favorably distinguish them from the goods and brands of competitors. The indicator of the effectiveness of this process is the formation of brand capital of the brand, which significantly affects the establishment of the price of the brand. At the same time, subjective factors have a significant influence on the formation of the brand price, which can lead to different results. The article is devoted to the study of issues of brand capital formation, definition and assessment of brand components from the point of view of finding assets and their influence on the final price of the brand. Purpose. The purpose of the article is to study the specificity and relationship between the structural elements of brand equity and the price of the brand; determining and taking into account the factors involved in setting and adjusting the price of the brand. Method (methodology). In the research process, general scientific methods of analysis and synthesis, generalization and comparison were used. Results. The most popular approaches – marketing and financial – are analyzed in relation to understanding the essence of the concepts «brand capital», «brand consumer capital», «brand price». The main directions of creation and maintenance of consumer capital of the brand were analyzed, their role and significance in the calculation of the brand price were evaluated. The relationship between capitalization and brand price was studied using appropriate pricing methods. Conclusions. The main methods of evaluating the value of brands in the direction of forming their market price are disclosed. Corresponding conclusions regarding the influence of capitalization on pricing policy in branding were formed.

COMMUNICATION STRATEGY PRIVATE COLLEGE IN INCREASE BRAND EQUITY

This study examines brand and communication strategies undertaken by Muhammadiyah University of Tangerang in building brand equity. The purpose of research to know and evaluate brand and communication strategy in building brand equity of Muhammadiyah University of Tangerang dissemination of competition of private universities in increasing number of new students. Theoretical basis of research is the theory of brand equity. The paradigm in this research is constructivist paradigm, using qualitative approach and through case study method to look for its specificity. Primary data were obtained from key informants through interviews and observation. While secondary data obtained through document studies. Data were analyzed qualitatively using brand equity elements as well as withdrawal of conclusions or verifications. To check the validity of data is done by tringulasi sources and methods and discuss with colleagues. The results showed that: First, the factor of formation of brand equity of Muhammadiyah University of Tangerang include: (1). 1) Institutional and Study Accreditation, 2) Achievements, 3) Campaign Superior Activities, 4) Premium Cost, 5) Shif Class, and 6) Relationship with Alumni.

Analysis of LOUIS VUITTON Intellectual Property Rights Case from the Perspective of Brand Equity

기술 발전에 따라 지식재산권을 통한 브랜드나 제품의 차별성과 식별성의 보호가 중요해지고 있다. 이러한 중요성의 바탕을 브랜드 에쿼티(brand equity)의 관점으로 살펴볼 수 있다. 브랜드 에쿼티는 소비자의 인식을 바탕으로 구매 결정을 유도하고 브랜드의 차별화를 강화하기 때문에 브랜드 에쿼티를 중심으로 지식재산권 분석은 의미 있는 연구주제이다. 프랑스에서 시작된 럭셔리 브랜드 LOUIS VUITTON은 일찍이 브랜드 가치의 중요성을 인지하고 지식재산권을 활용해 브랜드 자산을 보호함으로써 브랜드의 가치를 창출하고 지켜나가고 있다. 본 연구의 서론은 소비자의 결정이 중요해짐에 따라 브랜드 에쿼티의 중요성과 지식재산권 활용의 필요성을 나타낸다. 본론은 지식재산과 지식재산권의 개념과 활용 필요성, 브랜드 에쿼티의 개념과 관련된 문헌 자료를 수집하여 논문의 이론적 배경을 전개한 다음, 질적 연구 방법인 내용분석을 통해 소비자 인식 차원에서 브랜드 에쿼티를 연구한 아커와 켈러의 브랜드 에쿼티 관점에서 LOUIS VUITTON의 지식재산권 사례와 의미를 분석하였다. 결론으로 LOUIS VUITTON의 지식재산권 사례는 브랜드 에쿼티 관점과 유기적인 상관관계가 나타났으며, 지식재산권을 통해 직간접적으로 브랜드 가치 창출에 활용되고 있음을 알 수 있었다. 첫째, 지식재산권을 마케팅에 활용함으로써 지각된 품질(perceived quality)을 획득할 수 있으며, 제품의 지각된 품질이 브랜드 전체로 확장될 수 있다. 둘째, 소비자 접점에 있는 기술을 통해 보조 상기(brand recognition)를 획득하고 브랜드 인지와 차별화된 가치를 형성할 수 있다. 셋째, 브랜드의 차별화된 무형의 서비스 일부를 지식재산권으로 보호함으로써 브랜드 인지에 활용할 수 있다. 넷째, 브랜드의 제품을 유기적으로 보호함으로써 효용 가치와 인지적 가치 창출이 가능하다. 다섯째, 폭넓은 지식재산권 활용을 통해 일관된 브랜드 지식(brand knowledge)을 형성시켜 독보적인 브랜드 에쿼티를 형성할 수 있다. 따라서 본 연구를 통해 지식재산권이 브랜드 에쿼티 형성 관점에서 브랜드 관리에 활용될 수 있음을 시사한다. 향후 연구에서는 실증적 분석을 통해 브랜드 에쿼티 관점에서 지식재산권이 가지는 의미를 체계화할 것이다.With the development of technology, the protection of differentiation and distinctiveness of brands or products through Intellectual Property Rights(hereinafter IPRs) is becoming more important. The basis of this importance can be examined from the perspective of brand equity. As brand equity induces purchase decisions based on consumer perception and strengthens brand differentiation, IPRs analysis centered on brand equity is a meaningful research topic. A luxury brand, LOUIS VUITTON, originating from France, has recognized the importance of brand value early on and is creating and maintaining brand value by protecting brand assets, utilizing IPRs. The introduction of this research indicates the importance of brand equity and the need for IPRs utilization as consumer decisions become more prominent. For the body of the research, after developing the theoretical background, collecting literature data related to the concept of brand equity, the concept, and necessity of utilizing IP and IPRs, the research was conducted by analyzing the case and significance of the LOUIS VUITTON IPRs case based on Acker and Keller’s brand equity perspective, who studied brand equity in terms of consumer perception through qualitative content analysis, a method of qualitative research. In conclusion, the IPRs case of LOUIS VUITTON showed an organic correlation with the brand equity perspective, and it was visible that it is, directly and indirectly, used to create a brand value through IPRS. First, by utilizing IPRs for marketing, perceived quality can be optioned, and the perceived quality of products can be expanded throughout the brand. Second, it is possible to acquire brand recognition through technology at the consumer contact point and form differentiated values from brand awareness. Third, parts of the brand’s differentiated intangible services can be utilized for brand awareness. Fourth, it can create utility and cognitive value by organically protecting the brand’s products. Fifth, through using a wide range of IPRs, consistent brand knowledge can be created to form unrivaled brand equity. Therefore, this studies suggests that IPRs can be used for brand management from the perspective of brand equity formation. In future studies, the meaning of IPRs from the perspective of brand equity will be systematized through empirical analysis.

Membangun Ekuitas Merek Berbasis Konsumen Melalui Kepribadian Merek Di E-Commerce

Brand is the reason that consumers consider important in choosing a product or service. Building brand equity is a strategic step that is able to provide competitive value for e-commerce companies in the midst of intense competition. This study assesses the impact of the CBBE antecedent instrument of cognitive factors (internal consumers) and marketing (external) factors on the formation of brand equity through brand personality in e-commerce companies. The study was conducted with a quantitative approach by distributing questionnaires as many as 153 respondents who are active users and have frequently made purchases through e-commerce in Indonesia which are then processed using SPSS 25. The results of the study indicate that cognitive antecedents have a positive effect on brand personality and brand equity. Marketing antecedents in e-commerce companies in Indonesia have no effect on brand equity but have an influence on brand personality. Brand personality is proven to be able to partially mediate cognitive factors and fully mediate marketing factors on brand equity. This research provides the latest contribution to the development of a digital industry strategy to build brand equity in e-commerce companies

The Antecedents and Consequences of Korean Brand Equity in Myanmar: Focusing on Country of Origin Image and Advertising Awareness

Purpose - Brand equity has emerged as an indispensable marketing tool for firms engaging their business in developing nations. This study proposes that the country of origin image and advertising will affect the Korean brand equity formation, which leads to repurchase intention of Korean brands. In the study, attitude factors are applied in brand equity theory to predict repurchase intention of Korean brands. Cognitive brand equity, such as brand awareness, brand association, brand image and attitudinal brand equity, such as perceived quality and brand loyalty are considered with regards to their attitude towards the Korean brand. Design/methodology - A total of 178 Myanmar consumers out of 200 participants who have used Korean brands answered the survey and data were analyzed through SmartPLS 3.3.2 version. PLS-SEM is considered a more suitable analysis to pin down and evaluate the cause-effect relationship among all of the constructs with relatively complex models. Findings - Our results substantiate that the country of origin image positively affects brand awareness, brand associations, and brand image and advertising awareness positively affects brand awareness. Brand awareness gives positive effect only on brand association, which sustains a positive effect on brand image and brand loyalty. Brand image only has a positive effect on perceived quality, which again affects repurchase intention and brand loyalty. Brand loyalty also shows a positive effect on repurchase intention. Originality/value - Brand equity dimensions were viewed as cognitive and attitudinal outcomes of brand equity which affects repurchase intention. The drivers of brand equity were considered from the perspective of country of origin image that firms cannot control or mange, and advertising awareness which firms can control and manage. The findings also explored the relationships between cognitive and attitudinal brand equity.

Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.

Relationship Between Integrated Marketing Communication and Brand Equity

This study will try to explain the relationship between the application of integrated marketing communication (IMC) and its influence to the establishment and development of brand equity and also will look at the role of each element of integrated marketing communication to brand equity. This article uses the literature review method by summarizing the result of various credible studies that highlight the relationship between IMC and brand equity. The result shows that there is a direct relationship between the simultaneous application of all elements of IMC to the formation of brand equity. But partially each element of IMC has its own impact on the formation of brand equity, depending on the context of the company, region, time, and target consumers.Keywords : Integrated Marketing Communication, Brand, Brand Equity, IMC

Cosmetics Brand Equity Formation in Awareness of Latvian Consumer

Creation of strong brand and increment of brand’s equity in the market is main goal of business. Usage of brand equity concept allows brand owners to sell branded products at higher price, gain greater market share, better promote products in the market, penetrate in market more easily, acquire more loyal consumers, improve effectiveness of marketing communications and enlarge product lines more successfully. Therefore for last 20 years brand’s equity conception, that consists from financial and consumer perceived brand’s equity, has become increasingly actual. It is also important task for brands in Latvian cosmetics market, because market itself is strongly saturated, highly competitive, and brand communication is very active, and therefore this kind of market requires brands to create their own unique approach, so they could stand out and successfully compete with other brands.Keywords: consumer based brand equity, cosmetic brand, perceived quality.Jel code: M31

모바일쇼핑에서 리테일 브랜드 자산 형성 과정에 대한 연구*

모바일쇼핑에서 리테일 브랜드 자산 형성 과정에 대한 연구*

The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model

In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and brand love upon overall brand equity and purchase intention. A two stage analysis was done on data collected from 548 respondents through a self administered questionnaire. In the first stage the measurement model was checked for reliability and validity, while in the second one, the strength of the relationships was ascertained in the structural model. The study enables an in-depth understanding of the antecedents of brand equity. It provides valuable theoretical insights on the determinants of brand equity formation. At the same time, it explores the effect of socio demographic variables like gender and usage. Brand love and overall brand equity mediate relationships. This study proposes a new branding model by simultaneously integrating variables that have been previously researched upon; brand love, brand experience, overall brand equity and purchase intention as one comprehensive model. This paper confirms that brand love and brand engagement are second order constructs and important brand mix elements. Brand engagement and brand love relationship is moderated by usage and gender.

From brand identity to brand equity: a multilevel analysis of the organization–employee bidirectional effects in upscale hotels

PurposeThis study aims to examine the mechanism of how hotel executive brand identity influences physical facility quality, customer-based brand equity (CBBE) and employee-based brand equity (EBBE).Design/methodology/approachThe study introduces a multilevel model and collects 925 executive and 1,978 employee responses from 62 upscale hotels in China.FindingsExecutive brand identity positively affects employee brand internalization, which leads to positive EBBE. Meanwhile, executive brand identity positively influences the physical facility quality, which leads to positive CBBE.Originality/valueThis study considers the tangible (physical facilities) and intangible (employees) elements of hotel services to comprehensively investigate the brand equity formation. By applying multilevel structural equation modeling, the study examines the bidirectional relationship between organizations and employees in the brand value transformation process.

A new path for building hotel brand equity: the impacts of technological competence and service innovation implementation through perceived value and trust

ABSTRACT To examine the brand development of starred hotels, this study examines asample of 615 five-star customers to confirm anewly proposed path for the formation of starred hotel brand equity. The research findings show that technological competence and service innovation implementation are the leading factors in hotel brand equity and have positive interaction effects on customers’ perceived value. The tandem mediation of customer cognition (perceived value) and emotional (trust) factors promotes the formation of brand equity. The moderating role of acceptance of electronic word-of-mouth (AEWOM) is highlighted to accelerate the path from customer cognition to customer emotions. This study not only contributes anew theoretical basis for the sustainable development of starred hotels but also provides anew perspective for future research on brand equity.

Formation of customer-based brand equity via authenticity

Purpose This study aims to examine the extent to which customers’ perceptions of restaurant authenticity facilitate the establishment’s customer-based brand equity (CBBE) – both directly and indirectly – via customer satisfaction. The study also analyzes whether restaurant type moderates the antecedent relationships of CBBE formation. Design/methodology/approach Two restaurants of different types were selected for the study: a mid-scale and a moderate/casual restaurant. Based on a final total sample of 402 customers of both restaurant types, a moderated mediation regression model was used. Findings It was found that the level of authenticity perceived by the restaurant visitor during the gastronomic experience is an antecedent of restaurant brand equity formation, both directly and indirectly, via customer satisfaction. Furthermore, these antecedent relationships were found to be partially moderated by restaurant type. Research limitations/implications Only two restaurants were used for the study. This study could be replicated by comparing other types of restaurants with differentiated characteristics to test whether the results obtained for these two types can be extrapolated to the rest. Originality/value There is no empirical evidence in the literature regarding the possible moderating effect of restaurant type on brand equity formation, so the particular note is the simultaneous application of CBBE measurement to the analysis of two different types of restaurant and the differences in their brand equity formation. On the other hand, there are few studies that use moderated mediation regression analysis as a methodological technique in the field of restaurants, so this is an interesting methodological contribution.