Formation Of Brand Equity Research Articles

Effects of restaurant green practices on brand equity formation: Do green practices really matter?

This study examines the effects of green practices at restaurants on customer-based brand equity formation. A survey of 512 American diners showed that implementing two aspects of green practices, food focused and environmentally focused, influenced customer perceptions of green brand image and behavioral intentions, whereas the effects of green practices on perceived quality were not significant. The relative impact of the two aspects of green practices differs by restaurant type. In upscale casual dining restaurants, green practices focused on foods were more effective in enhancing a green brand image and behavioral intentions as compared to those with an environmental focus. On the other hand, for casual dining customers the effects of green practices with an environmental focus were more convincing in terms of improving a restaurant's green brand image and behavioral intentions as compared to food focused initiatives. In relation to self-perception, the results indicated that diners with high health and environmental-consciousness responded more positively to restaurant green practices than those with a low self-perception of health and environmental-consciousness.

Creating consumer‐based brand equity for young Iranian consumers via country of origin sub‐components effects

PurposeThe main purpose of this study is to decompose the concept of country of origin (COO) and to investigate the influence of country of brand (COB) and country of manufacture (COM) on brand equity formation. Moreover, the secondary aim of this research is to examine the moderating role of product involvement.Design/methodology/approachTo accomplish this, a conceptual framework was designed and relationships between its constructs (COB image, COM image, brand equity dimensions, overall brand equity) were hypothesized. Data were collected from Iranian students who were the owners of selected brands of laptops and mobile phones. All hypotheses were tested using structural equation modeling (SEM) in LISREL.FindingsAs a result of exploratory factor analysis, three factors, namely brand loyalty, perceived quality and brand association/awareness were introduced for the brand equity dimensions. Results indicated that unlike COM, COB has a direct and significant effect on brand loyalty and COB positively influences perceived quality and brand awareness or association. Brand loyalty has a positive and direct effect on the overall brand equity. The results also indicate the moderating effect of product involvement on relationships between COB and brand equity dimensions.Research limitations/implicationsThis study only investigates in the country of origin of the product. The effect of laptops and mobile phones from a student's point of view were not taken into consideration, which includes other controlled variables (e.g. income, gender) and moderating factors (e.g. product familiarity).Originality/valueThis paper is important in order to identify the effect of brand equity formation from the point of view of young Iranian consumers. Product involvement effect is another important case in this research.

The impact of brand personality and sales promotions on brand equity

This research assesses the relative impact of a long-term brand management instrument (brand personality) and a short-term marketing mix instrument (sales promotions) on brand equity formation. The authors measure consumer perceptions of promotional intensity and brand personality and model their impact on brand equity. They find a positive impact of brand personality and a negative impact of sales promotion intensity on brand equity at the aggregate level. In line with research that identifies varying consumer responses to promotional deals, this study posits that the relative impact of the two elements varies across consumer groups. Three homogeneous consumer groups differ according to the relative impact of brand personality and consumer promotions on brand equity, following an application of a finite mixture partial least squares procedure.

Synergies of Promotional Products and Print Advertising in Building Brand Equity for a New Brand

We examine the effects of traditional advertising and/or promotional items in the formation of brand equity for a new brand. In a two-part experiment, subjects first reviewed a print ad and received a promotional item that did (or did not) relate to the advertised brand. Nine days later, the subjects provided measures of brand equity for the new brand. The findings indicate that (a) combining a promotional product with traditional advertising results in greater levels of brand equity and (b) using a promotional product with or without traditional advertising results in a greater likelihood of a future visit to the brand's website.

Social Identity and Brand Equity Formation: A Comparative Study of Collegiate Sports Fans

The authors empirically tested Underwood, Bond, and Baer’s (2001) social identity–brand equity (SIBE) model in the context of fans of a university men’s basketball team. Their model proposes that service marketplace characteristics (venue, team history, rituals, and social groups) enhance one’s social identity to a team. This heightened social identity, in turn, is seen to build brand equity of the team brand. Using the SIBE model as a conceptual framework, a comparative study was conducted across 3 distinct fan groups of the team: current students, alumni, and the general public. Results provide strong support for the effect of social identity on brand equity; regardless of the type of fan, a heightened social identity to the team enhanced the perceived equity of the athletic program (i.e., brand) overall. How social identity was formed, however, differed by fan group. For example, team history showed a significant relationship to social identity for alumni and the general public. Students were most influenced by their sense of the basketball program being part of the local community as a whole. These finding are valuable in knowing how to craft marketing communications for various fan constituencies, as well as understanding how identification to 1 team might be leveraged across all sports in a collegiate athletic program.

Family as a source of consumer‐based brand equity

PurposeThe main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising spending) is analysed as a source of consumer‐based brand equity and its dimensions.Design/methodology/approachAn empirical study was conducted in young adults (18‐35) via structural equations model. Brand equity is analysed in six different brands of milk, toothpaste and olive oil.FindingsResults prove that positive brand information provided by the family has effects on the formation of brand awareness‐associations and perceived quality, and this may lead in turn, to brand loyalty and overall brand equity. The effects of the information provided by the family are higher than those of the marketing variables studied. Results also show that brand loyalty is much closer to the concept of overall brand equity than brand awareness‐associations and perceived quality.Research limitations/implicationsThe sample size does not allow to analyse differences in the effects between types of products and consumers.Practical implicationsDue to the importance of the family on the formation of the consumer‐based brand equity, firms should analyse how to take advantage of this factor to approach new generations of consumers. Actions to foster family associations and brand recall may ease the transfer of brand equity from one generation to another.Originality/valueFamily has been usually considered as an external influence factor of consumer behaviour, however, its importance as information provider had not been analysed in the process of brand equity formation.

Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports

The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program promotion. The university-related antecedents include the reputation of the institution, facilities, and location of the facilities. The market-related antecedents include internal and external competitive forces. These antecedents lead to the creation of brand equity as composed of awareness, a perception of quality, associations with the brand and ultimately loyalty to the brand (Aaker, 1991). The level of brand equity will determine the consequences: campus visibility, amount of patronage, institutional funding, facility improvements, level of wellness on campus, and corporate sponsorship.

Testing cross‐cultural invariance of the brand equity creation process

The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al.’s brand equity creation process model. A two‐step approach is introduced and used to test the factorial invariance of the model cross‐culturally. The results reveal which marketing efforts and brand equity dimensions have invariant effects on brand equity across the US and Korean samples. Specifically, brand loyalty and perceived product quality do not have an invariant effect on brand equity, while brand awareness/associations have an equivalent effect. Price and store image show an equivalent, positive effect on perceived quality; distribution intensity has an equivalent, positive effect on both perceived quality and brand loyalty; and price deals have an equivalent, negative effect on both perceived quality and brand awareness/associations. But advertising has a quite different effect on brand equity. The between‐group differences in the brand equity formation process are explained from a cultural perspective.