Managing Brand Equity Research Articles

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

Branding China through the internationalization of higher education sector: an international students’ perspective from China

ABSTRACT The purpose of this research is to understand how nation branding initiatives complement education diplomacy for a country such as China and to investigate how country distance shapes perceptions of China across a large international student contingency in China. We use Ghemawat’s [(2001). Distance still matters. Harvard Business Review, 79(8), 137–147] CAGE distance framework, nation branding theory [Anholt, 2007. Competitive identity: The new brand management for nations, cities and regions. New York, NY: Palgrave Macmillan] and brand equity theory [Aaker, D. A. (1991). Managing brand equity. New York, NY: The Free Press; Yoo & Donthu (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14] to provide theoretical support for the answers to our questions. It was found out that country distances are relevant in determining national images. While national image dimensions for China positively influence behavioral intentions related to China and positively contribute to the brand equity of HEIs. A multi-group analysis shows that significant differences exist between international students belonging to different regions in their disposition towards China as a country and China as a destination for higher education. The international strategies of firms in shaping perceptions related to national images.

Servbrand Framework: A Business-To-Business Services Brand Equity Framework

ABSTRACT Purpose: The research reported on here set out to develop a tailored branding model for business to business (B-to-B) services by applying the brand resonance pyramid to a selected B-to-B services context. The brand resonance pyramid was developed based on research that was predominantly consumer product or individual brand oriented, though one of the objectives when the model was developed was that “the model had to be versatile and applicable to all possible kinds of brands and industry settings. As more diverse applications of branding continued to emerge for products, services, organizations, people, places, and so forth, the model needed to have far-ranging relevance”. The brand resonance pyramid therefore had to be applicable to any context, including B-to-B services contexts. However, consumer goods branding strategies are not directly transferable to B-to-B or services markets and there are documented differences between the B-to-B and business-to-consumer (B2C) markets and products and services contexts. There is also doubt regarding the validity of the contention that the brand resonance pyramid should be applicable to the B-to-B sector. Methodology: Using an interpretivist qualitative research approach and an exploratory research strategy, the Servbrand framework was developed empirically by applying the brand resonance pyramid to a selected B-to-B services context. Fourteen useful in-depth interviews were obtained from appropriate and information rich participants that represented more than 14 of the 89 organization that were included in the selection frame. Some of the participants were responsible for the relevant decisions of more than one organization. Findings: The results from the study reported on here (summarized as Figure 5) prompted the inclusion of a people dimension and elevated the importance of relationships in an amended B-to-B services brand equity framework. The people brand-building block includes the dimensions of attitude and demeanor, personality and values, personableness, product knowledge and client knowledge. Relationships, as the ultimate aim of the framework, concern both interpersonal relationships and partnerships. The article presents a conceptual framework to guide effective brand building strategies in a selected B-to-B services context. Researchers can use the framework to test its applicability in other contexts, which will contribute to the amendment of a significant brand equity management framework. The Servbrand framework can assist marketing practitioners to improve the effectiveness of strategic brand management for B-to-B services. Contribution: The empirical research contributes to three areas of brand equity research, namely: 1) the offering type – by investigating service offerings rather than product offerings; 2) the brand level – by investigating organization-level brands rather than product-level brands; and 3) context – by investigating a B-to-B context rather than a B2C context. A revised brand resonance pyramid is proposed and called the Servbrand framework.

Investigating determinants of brand equity in mobile commerce

According to the recent development of mobile computing and the proliferation of mobile devices, mobile commerce (m-commerce) has become an important part of today's businesses. One of the main challenges of m-commerce success is the management of brand and brand equity which is rarely explored in previous studies. Therefore, the main objective of the study is to explore the determinants of brand equity in m-commerce via a mixed method. In the first step, literature review and focus group method were used to identify effective factors of brand equity in m-commerce. In the second step, to evaluate the extracted factors from customers' viewpoints, a survey method has been used. Finally, in the third step, FAHP method was applied to prioritise the factors and their related measures. The findings show that among the seven factors of brand equity in m-commerce, ease of use and information/content quality has the highest priority in branding.

Conventional versus Unconventional Outsourcing

Today’s world is becoming very competitive and companies are going the extra miles and revisiting their strategies to keep up and sustain competitive advantage. Companies are striving towards low cost, high-quality products delivering value to customers therefore a need to focus on core competencies is essential to create that value and minimize overheads. Capitalizing on know-how, brand equity management, customer and partner relationship management, today’s companies drive for building long-term strategic ventures with selected partners in key markets. Companies are realizing the importance of adding value, reducing cost while delivering products to customers smoothly and efficiently therefore gaining market penetration, market development and product development which result in more market shares at minimum cost, better global presence, brand ownership in case of distributor partnership allocation. This study focuses on the many ways of conventional and unconventional outsourcing, to gain competitive advantage while pointing out where outsourcing can be of failure to some companies lacking strategic management. It also shows the importance of intelligent versus traditional outsourcing where factors such as cutting cost, streamlining the operations and creating partnerships have to be more revolving and consider more convergent and divergent thinking adding for instance innovation to cutting cost, or streamlining the value chain as a whole or adding trust based partnership not just an arm length.

Customer Based Brand Equity and University Brand Management

As Vietnam integrated deeply into the world economy, higher institutions are on a rise and faced with strong competition, university brand management has played an increasingly important role. Following brand equity theories and customer based brand equity models, the paper proposes an analytical framework which adopts Aeker’s four components (1991) including brand awareness, brand associations, perceived quality and brand loyalty in order to enhance the value of brand equity for higher institutions in Vietnam.

THE ANALYSIS OF BRAND EQUITY AND MARKETING MIX ON CUSTOMERS’ BUYING DECISION OF SOSRO TEA CONSUMERS LOCATED IN JAKARTA

The researcher would like to present a research regarding the analysis of brand equity and marketing mix on customers’ buying decision. Based on this research, researcher try to identify the influence between independent variables (marketing mix and brand equity) to dependent variable (customer buying decision). This research use primary and secondary data by survey method through distributing questionnaire and collected data from journals and books. This research used factor analysis to examined the data validity, and multiple regression model to testing the data using classic assumption test, such as: normality, multicollinearity, and heteroscedasticity tests. The classic assumption tests indicates that the available data have fulfill the condition to use multiregression model. The result shown that all those independent variables are at the same time (simultaneously) influence the dependent variable, and each of independent variable also has significance influence towards customer buying decision except place. The most significant influence comes from promotion and brand loyalty. At the end, researcher purpose not only for a better brand equity and marketing mix management, but also in order to setting better strategy for the company Keywords: Brand equity, Marketing mix, Buying decision

The Role of Social Media Marketing on Building Brand Equity (An Insight of Fast Food Industry of Pakistan)

The growing number of fast food brands has amplified the intense competition in fast food industry. The striking change in customer life style for fast food consumption creates significant growth opportunities for fast food businesses but on the other hand the stiff competition brings fast food chains and franchises daunting challenge of customer loyalty and retention. To cope with these challenges, Social media has become a substantial marketing tool for customer engagement and business growth. Which social media marketing considered as a significant and cost effective element to achieve high brand awareness, loyalty and resonance through continuous exposure. This study adopted a quantitative approach; data was collected with the help of properly designed likert scale questionnaire from 200 respondents .Different literatures were reviewed and significantly evaluate besides determining gathered data with the help of several statistical tools such as regression analysis, Anova analysis descriptive analysis Pearson correlation, and reliability test to deeply measure research results and outcomes that support in clear conclusion to back the preset research objectives. The results indicates a positive as well as significant relationship between social media marketing and brand equity. Research findings also point up social media marketing as a vital element in building and managing brand equity in fast food industry of Pakistan. Social media marketing helps fast food brands to build an endearing relationship with the customer and also enhances positive perception towards company or brand. Keywords: Social Media Marketing, Brand Equity, Fast Food Brands, Brand Awareness, Brand Loyalty, Brand Association, Social Media Networks DOI : 10.7176/NMMC/83-03 Publication date :September 30 th 2019

Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir

Brand equity is one of the prime and strategic assets for most of the contemporary business organizations. Companies are focusing on novel and innovative ways in order to build brand equity. Brand experience is one such construct which can be used by marketing managers in building and managing brand equity. Only a few studies have explored the relationship between brand experience and brand equity, particularly in the online shopping industry. This study was carried out in the State of Jammu and Kashmir to examine the influence of brand experience on brand equity. A multi-stage sampling method was employed to target 460 respondents which finally resulted in 403 functional responses. Exploratory Factor analysis (EFA) was conducted for both brand experience and brand equity followed by confirmatory factor analysis (CFA) for scale validation. The measurement scale was further subject to reliability and validity tests. Finally, structural equation modelling (SEM) was used to test the hypotheses formulated for the study. The results revealed that four dimensions of brand experience (sensory, affective, behavioural and intellectual) have a positive influence on all four dimensions of brand equity (brand awareness, brand association, perceived quality, brand loyalty). The study findings have further reinforced the research domain in brand experience which implies that producing unique and pleasing brand experiences will lead to improved perception amongst online shopping consumers and thus, influence brand equity. In the light of growing importance of brand experience in marketing, this study is a significant contribution to existing literature. The findings from this research study will provide useful insights to both academicians and marketers. Future researchers can focus on extending this study to other industries and by including additional variables.

The Influence of Brand Equity on Consumer Responses: Evidence from a Clothing Brand of Pakistan

The purpose of this Research is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers’ responses using data from Khaadi consumers from different outlets located in Karachi. Sample size of 409 respondent collected and tested through structural equation model (SEM). CFA was applied through SEM PLS 3.0. Results indicate that brand equity dimensions inter-relate. Brand awareness positively impacts perceived quality and brand associations. Brand loyalty is mainly influenced by brand associations. Finally, perceived quality, brand associations and brand loyalty are the main drivers of overall brand equity. Findings also corroborate the positive impact of brand equity on consumers’ responses. Findings provide useful guidelines for brand equity management. Khaadi decision Makers (Managers) can complement financial metrics with consumer-based brand equity measures to track brand performance over time and to benchmark against other brands. Building brand equity generates more value for corporations since a more favorable consumer response results from positive brand equity.

Enhancing purchase intention through marketing activities and brand equity: An exploration of local brand coffee bar in Thailand

Due to marketing activities, brand equity is the important marketing thought for academic and entrepreneur practices. Creating an appropriate brand equity management has been indicated significant topic for small and medium enterprises. Along with local brand coffee bar in Thailand, with the growing competitive, the customer of local brand coffee bar behaves like a high switching brand and a low brand loyalty. This quantitative study examines significance of marketing activities and brand equity dimension, such as brand awareness, brand association, brand perceived quality and brand loyalty, to enhance purchase intention in local brand coffee bar in Thailand. The customers of local brand coffee bar are attended to collect data in Chiang Mai, which is the one largest city in Thailand. For supporting the research, hypothesis was employed by the structural equation modelling. The results argue that marketing activities and brand awareness have a high strong combined enhance on purchase intention. Keywords: Brand equity, service marketing mixed, purchace intention, local brand, coffee bar.

Research on the Influence of Customer Perceived Value on Brand Equity

As an important part of brand management, brand equity is being studied and concerned by more and more scholars and managers. The research of brand equity has experienced the change from the early stage of the company’s financial angle of view to the customer’s angle of view; this article is mainly from the latter. In the research of customer perceived value, predecessors mostly start from the perspective of functional and emotional value. The unique feature of this study is that it adds a cost perspective because the difference between what consumers get and what they pay constitutes the whole of perceived value. For customers, brand is in line with its closely linked value, and is the core factor of forming customer loyalty; for brands, customers are the foundation of brand survival and development. Customer perceived value is the direct experience in the process of consumption, which has a profound impact on consumers’ brand evaluation. Therefore, this study takes the impact of customer perceived value on brand equity as a breakthrough point, and explores the impact of three dimensions of customer perceived value on brand equity. From the perspective of increasing cost in theory, this paper examines the meaning of customer perceived value, enriches the research on the influencing factors of brand equity, and puts forward suggestions for brand management and marketing strategies of Chinese enterprises in practice. In terms of research design and methodology, this study mainly takes smartphone brands at home and abroad as the research object, and tests the hypothesis of this paper through questionnaire survey. The analysis method mainly uses reliability, validity analysis and related analysis. The results show that functional value, emotional value and cost have positive effects on brand equity. At the same time, in the process of customer perceived value impact on brand equity, the relationship between the consumer and the brand continues has been deepened, and the enterprise’s brand equity has been added. On this basis, Chinese enterprises should change the traditional concept of brand management, under the new situation, consumers, and strive to improve customer perceived value, so as to create new development opportunities for the construction and management of brand equity.

The Role of Social Media Marketing on Building Brand Equity (An Insight of Fast Food Industry of Pakistan)

The growing number of fast food brands has amplified the intense competition in fast food industry. The striking change in customer life style for fast food consumption creates significant growth opportunities for fast food businesses but on the other hand the stiff competition brings fast food chains and franchises daunting challenge of customer loyalty and retention. To cope with these challenges, Social media has become a substantial marketing tool for customer engagement and business growth. Which social media marketing considered as a significant and cost effective element to achieve high brand awareness, loyalty and resonance through continuous exposure. This study adopted a quantitative approach; data was collected with the help of properly designed likert scale questionnaire from 200 respondents .Different literatures were reviewed and significantly evaluate besides determining gathered data with the help of several statistical tools such as regression analysis, Anova analysis descriptive analysis Pearson correlation, and reliability test to deeply measure research results and outcomes that support in clear conclusion to back the preset research objectives. The results indicates a positive as well as significant relationship between social media marketing and brand equity. Research findings also point up social media marketing as a vital element in building and managing brand equity in fast food industry of Pakistan. Social media marketing helps fast food brands to build an endearing relationship with the customer and also enhances positive perception towards company or brand. Keywords: Social Media Marketing, Brand Equity, Fast Food Brands, Brand Awareness, Brand Loyalty, Brand Association, Social Media Networks DOI : 10.7176/NMMC/83-03 Publication date :September 30 th 2019

The Role of Social Media Marketing on Building Brand Equity (An Insight of Fast Food Industry of Pakistan)

The growing number of fast food brands has amplified the intense competition in fast food industry. The striking change in customer life style for fast food consumption creates significant growth opportunities for fast food businesses but on the other hand the stiff competition brings fast food chains and franchises daunting challenge of customer loyalty and retention. To cope with these challenges, Social media has become a substantial marketing tool for customer engagement and business growth. Which social media marketing considered as a significant and cost effective element to achieve high brand awareness, loyalty and resonance through continuous exposure. This study adopted a quantitative approach; data was collected with the help of properly designed likert scale questionnaire from 200 respondents .Different literatures were reviewed and significantly evaluate besides determining gathered data with the help of several statistical tools such as regression analysis, Anova analysis descriptive analysis Pearson correlation, and reliability test to deeply measure research results and outcomes that support in clear conclusion to back the preset research objectives. The results indicates a positive as well as significant relationship between social media marketing and brand equity. Research findings also point up social media marketing as a vital element in building and managing brand equity in fast food industry of Pakistan. Social media marketing helps fast food brands to build an endearing relationship with the customer and also enhances positive perception towards company or brand.

관광목적지 브랜드 자산과 장소애착이 지각된 적합성 및 행동의도에 미치는 영향

This study examines how Gangwon-do secures its competitive position through the cultivation of brand equity as a MICE destination by investigating the relationship between the tourism experience, tourism destination brand equity, place attachment, and behavioral intention, while adopting perceived fit based on the theoretical background of “brand extension.” The findings show that visitors’ tourism experience had a positive effect on tourism destination brand equity and place attachment, and that tourism destination brand equity had a positive influence on place attachment. In addition, tourism destination brand equity and place attachment had a positive effect on perceived fit, but both elements indirectly influenced behavioral intention by fully mediating perceived fit. These results suggest that effective brand equity management at a tourism destination can improve a MICE destination’s positive image. The results also emphasize the need to manage tourism resources that are replaceable and complementary to distribute MICE resources given that perceived fit is the essential mediating factor.

AN APPLIED PREDICTIVE MODELING OF BRAND EQUITY INDUCING SOCIAL MEDIA BRAND-RELATED ENGAGEMENT

This study presents a machine learning approach using conditional inference tree (Ctree) to determine how brand equity can be used to factually engage consumers into social media brand-related activities. Using the Ctree algorithm (Hothorn, Hornik, & Zeileis, 2006), a predictive model was computed using self-reported data on consumers’ perceptions of brand equity (Aaker, 1991) and engagement into social media brand-related behavior (Muntinga, Moorman, & Smit, 2011) from a sample of 690 individuals. The predictive modeling analysis revealed 5 different rules (patterns) that trigger social media brand-related behavior. Each rule comprises behavioral engagement discriminating low, medium, and high levels of consumption, contribution, and creation of brand-related social media content. Additionally, the analysis portrait 5 subtypes of consumers according to their behavior. This study has incremental explanatory power over preceding consumer brand engagement studies, in that it demonstrates how to manage brand equity to factually engage consumers into social media brand-related activities, therefore, generating valuable insights that may be used to support business.

Introduction to the Special Issue: Brand Relationships, Emotions, and the Self

Introduction to the Special Issue: Brand Relationships, Emotions, and the Self

An Evaluation of the Effects of Brand Equity on Consumer Willingness to Pay Price Premium

The purpose of this study is to evaluate the outcome of brand equity on consumer responses by specifically investigating the effects of the overall brand equity on consumer willingness to pay premium price. The paper also empirically investigated the causal relationship among brand awareness, brand association, perceived quality, and brand loyalty as antecedents of brand equity. Using the automobile product category in Malaysia as stimuli, cross-sectional survey data were collected and analyzed using partial least square structural equation modeling technique. Result showed that brand equity plays a significant role in firms by creating and developing additional value to organizations and their products. A causal relationship among the antecedents of brand equity was also established. Among the antecedents of brand equity, brand loyalty was found to be the dominant driver of overall brand equity. Moreover, the effect of brand equity on consumers’ willingness to pay price premium was substantiated and found to be positive. The limitation of the paper is that the study used a single high involving product category. Future studies should use product categories with short consumption length and high purchase frequency. Findings of this study provide more insight to managers on how to manage brand equity. Outcomes of brand equity can be used to measure the performance of brand in the market. The study also provides additional clarification to the existing literature on the need for managers to develop a post-brand equity marketing strategy in order to achieve sustainable competitive advantage.

Factors that Contribute to Brand Affinity

Building brand equity for many companies has become a core value generating activity and goal. In companies such as Proctor and Gamble, Coca-Cola, and Apple, building and managing brand equity is a key strategic initiative that is lead by the CEO and considered a core competency. While the ultimate goal of investing, building and managing a brand is developing a base of consumers loyal to the brand, the process of getting a potential customer to that point can be very complex. Much of the marketing and advertising done by customers is focused on the first stage of branding, creating brand awareness. Taking potential customers from brand awareness to a brand loyal customer is a factor of many variables, both internal and external. By moving customers through this behavioral process, brand equity and value is increased.

A Study on the Driving Factors of Tourism Destination Brand Equity Based on Internet Sharing Content: A Case Study of Shenzhen Happy Valley

Thanks to increasing mature tourists, continuous innovation on science and technology, improved accessibility of attractions, the destination has to confront the growing competition tourism destinations leading to the importance of consumer based brand equity. The paper, taking the tourists’ evaluation and sharing contents of Shenzhen Happy Valley obtained on Mafengwo website as the text material, constructs a tourism destination brand equity driving factor model with “product”, “experience” and “marketing” as the core category based on the grounded theory Through the study, the driving factors of brand equity of destination are identified, and corresponding suggestions are provided for the management of destination brand equity.