Brand Equity Perspective Research Articles

Understanding Brand Equity in Campus Recreational Sports: A Consumer-Based Perspective

The purpose of this study was to develop an understanding of brand equity in campus recreational sports by applying a consumer-based brand equity perspective. The study examined the relationships among attitudes toward advertising, word-of-mouth, past experiences, consumer-based brand equity, and brand loyalty in campus recreational sports. The findings of the study provide support for previous research which posits that marketing mix elements and consumer experiences influence consumer-based brand equity (Berry, 2000; Keller, 1993; Ross, 2006; Williams & Pedersen, 2012; Williams, Rhenwrick, Wright, Choi, Kim, & Vickey, 2014; Yoo & Donthu, 2001). In addition, the findings allow managers to gauge which antecedents contribute to consumer-based brand equity and aid in their selection of appropriate marketing strategies. Furthermore, the finding that brand equity has a positive relationship with brand loyalty supports previous research (Williams, Pedersen, & Walsh, 2012) and may be used as leverage for campus recreational sports departments who are seeking internal and external funding.

Fostering a motivational perspective of customer-based brand equity

Fostering a motivational perspective of customer-based brand equity

An examination of Marriott's entry into the Chinese hospitality industry: A Brand Equity perspective

Since the Open-Door Reforms and the “opening” of the Chinese market to foreign firms in the late 1970s, numerous Western firms have sought to enter and establish their presence as a market leader in their particular industry. Recently, there has been a call to develop a finer-grained understanding of the specific organisational factors required for international hotels attempting to leverage their brand(s) into China. This paper presents an analysis of Marriott's entry into the Chinese hospitality market, with a particular interest in the resources and capabilities that the company used to effectively manage their Brand Equity in that context. This paper presents an extended Brand Equity model that incorporates the six antecedent resources categories (financial capital, internal relationships, internal operating systems and programs, international brand reputation, human capital and domestic stakeholder relationships management) and five antecedent capabilities associated with the strategic management of Marriott's Brand Equity in the Chinese hospitality market.

A visitor-based brand equity perspective: the case of a public festival

Purpose – This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand quality and perceived value; the impact of perceived brand image on perceived brand quality and brand loyalty; and the impact of perceived brand quality on perceived value and brand loyalty. Design/methodology/approach – The conceptual model was tested with an onsite sample of a public festival referred to as the VEISHEA (Veterinary Medicine, Engineering, Industrial Science, Home Economics and Agriculture) festival, which is located in a Midwestern college-town. Confirmatory factor analysis and structural equation modeling were used to reach the goals of the study. Findings – The findings revealed that improving attendees’ awareness is a keystone in promoting brand quality perceptions, increasing perceived value and creating favorable brand image. Perceptions of quality on brand loyalty were stronger than any other effect, pointing out the need for superior quality. These findings confirmed that a public festival which does not require visitor admission fees can increase visitors by utilizing branding strategies, as has been done with other types of festivals. Research limitations/implications – This research was conducted at a public festival. Further study should be conducted at other festivals/events. Analysis of antecedents such as advertising and promotions in the brand equity creation process will provide further important information. Practical implications – This study provides guidance for practitioners to manage festival brands properly and develop strategies (e.g. communications and promotions) which reinforce the intangible asset of brand equity. Originality/value – This is the first study that applies the brand equity concept to the setting of public festivals. This application to a new context contributes to the body of knowledge of brand equity theory.

Recruitment Process Outsourcing and Applicant Reactions: When Does Image Make a Difference?

Many organizations transfer parts of their recruitment process to external service providers—often referred to as recruitment process outsourcing (RPO)—to save costs and enhance the quality of their recruitment procedures. However, contrary to the expectations regarding RPO, Wehner, Giardini, and Kabst (2012) found that RPO might cause negative reactions to recruitment procedures among graduates. We extend that study by incorporating a brand equity perspective in examining whether employer image and service provider image counterbalance negative reactions among graduates. Utilizing a scenario‐based, between‐subject design, we obtain results that show that the extent of RPO negatively influences applicant reactions regardless of the employer's or service provider's image. Furthermore, we find negative mediating effects of RPO on job acceptance intention. However, the perceived fit between employer image and service provider image positively influences applicant reactions. Moreover, employer image positively influences employer attractiveness and service provider image positively influences applicants’ satisfaction with the recruitment process. Thus, a strong employer image and service provider image partially compensate for the negative effects of RPO on applicant reactions. © 2014 Wiley Periodicals, Inc.

Consumers as “Integrators” of Marketing Communications

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

The relevance of cultural production – Pori Jazz – in boosting place brand equity

This article uses the case study design to unpack the cultural production that occurs in relation to the Pori Jazz Festival in Finland. The research on this topic lies in the overlap between three knowledge domains – brand identity formation, marketing and media content analysis. Although closely related these fields have developed separately, resulting in equivocality, a core problem in sense making, which in turn constrains efforts to reduce uncertainty. This case provides insight into what happens when the aspirations embedded within the identity of Pori, a relatively small community, interact with the realities of international marketing decisions. Although appropriate for assessing consumer purchase behaviour, marketing is outside-in-oriented and overlooks the role of the cultural context, particularly the community identity embedded in social networks. The purpose of this article is to examine, from a brand equity perspective, the impact of the context on the content of the Pori Jazz Festival in relation to the city and the audiences on three distinct levels. Re-creating the ‘global city’ builds on the fact that the Pori Jazz Festival has existed for nearly 50 years. It has created brand equity at the local, national and international levels, thereby boosting the place brand equity of the host city. The methodologically multi-layered content analysis supported the image transfer between the event and the host city. We also found that the event contributed to destination awareness, perceived quality, brand associations, and destination loyalty and positioning. Furthermore, our results suggest that cultural producers can leverage the distinct reputation of an event as a magnet attracting resources to the host city. Hence, more research is needed in order to identify the networks the festival organization is managing.

Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective

ABSTRACT This study develops a conceptual framework for destination brand equity that goes beyond image by adapting and expanding a multidimensional consumer-based brand equity scale for application within a tourism context. The empirical results, based on a consumer survey in Malaysia (n = 326) measuring the brand dimensions of Korea, identify the relational linkages between four principle brand equity dimensions (brand awareness, brand image, brand associations, and brand loyalty), and overall customer-based brand equity. The importance of brand image, associations, and awareness is confirmed, and the mediating role of brand loyalty in building destination brand equity is highlighted.

Success in Business-A Brand Equity Perspective

Problem statement: The study has been mainly attempted to find out the impact of the brand equity in overall success of the firm. The research has primarily been created to present a study on the significance of brand equity and its relevance in affecting the financial performance of the organization. Approach: The study has been conducted on the basis of secondary resources. The researches of different authors and theorists on the subject of brand equity and its relevance in affecting the financial performance of the organization have been consulted and analysed to present a research study through this report. Results: The study studies the various research activity carried out on brand equity and its link with the financial performance of the organization. It has been accepted that branding has significant contribution to increase the profitability and the shareholders value which directly leads to the success of the business. Conclusion: The study has provided with a detailed understanding of brand equity. It also represents an original piece of work based on the studies and researches conducted by different researchers made earlier and the information gathered have been analysed to reach to a conclusion as well as open opportunities for further studies and researches.

Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

Brand equity of defectors and never boughts in a business financial market

Buyer acquisition is important for any supplier looking to maintain or expand its customer base. This study uses a brand equity perspective to compare the future customer potential of those who used the brand in the past but stopped (defectors), with the potential of those who have never bought the brand. On the surface, both groups possess the same propensity to consider the brand for future purchase. However, the underlying reasons for these propensities differ. Defectors hold both positive and negative information about the former brand. In contrast, those who have never bought the brand possess largely neutral opinions. The results imply that managers should consider treating these two groups separately because they require different acquisition strategies.

Employee Based Brand Equity: A Third Perspective

Despite academics and practitioners alike promoting the positive outcomes of employees being aware of the organization's brand in the context of their work environment, there appears to be no evidence thus far to understand the impact of such brand building efforts from an employee perspective. This article promotes that there is, in fact, a third perspective of brand equity, that being Employee Based Brand Equity (EBBE). In particular, a framework of EBBE dimensions is developed herein, thus representing a significant contribution to the marketing literature and holding strong relevance for service organizations around the globe. The benefits derived from such a framework and, thereby, delivering value to the organization are manifested in brand citizenship behaviors, employee satisfaction and intention to stay with the organization, as well as positive employee word of mouth. This article sets the scene for future research within this important, but neglected, research domain.

Attendee-based brand equity

In designing the marketing and management of association meetings, associations are increasingly concerned with attendee behaviors. This study investigated CHRIE conference attendee behaviors from the perspective of brand equity defined as “the differential effect of brand knowledge on consumer response to the marketing of the brand” [Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22]. Structural equation analyses indicated that professional education, staff service, site selection, and social networking were positively related to brand satisfaction, whereas brand awareness was negatively associated with it. Positive relationships existed on each path for brand satisfaction–UEBV (updated expectation of brand value), UEBV–brand trust, brand satisfaction–brand trust, and brand trust–attitudinal brand loyalty. Professional education was the strongest brand association to predict brand satisfaction, and UEBV served as a partial mediator on the brand satisfaction–brand trust path. The findings suggested significant implications for practitioners and academics.

Sales Promotions Effects on Consumer-Based Brand Equity

Research has traditionally posited that sales promotions erode brand equity. However, in current management practices, one may observe that companies design promotional programmes to differentiate and modernise their brand image and build brand awareness. This divergence between practice in the industry and the general academic view must inevitably lead to a rethink about the goals assigned to sales promotions. Consequently, the research question that concerns this study is whether sales promotions can contribute to building brand equity. Adopting a consumer-based brand knowledge perspective of brand equity, this study shows that monetary and non-monetary promotions are useful to create brand equity because of their positive effect on brand knowledge structures. The findings derived from a sample of 167 buyers suggest that non-monetary promotions are more appropriate as a brand-building activity and that the product type exerts a moderator effect on the relationship between sales promotions and brand knowledge.

Characteristics of memory associations: A consumer-based brand equity perspective

This research uses a memory network model to identify various association characteristics underlying consumer-based brand equity. An empirical study measures association characteristics, such as set size, valence, uniqueness, and origin, and examines differences between high and low equity brands on these measures. The results show that consumer association differences are consistent with external equity indicators and provide insights on strong and weak areas for each brand that could be used to strengthen the brand. The discussion addresses implications of the association patterns for managing brand equity, compares the association measures with other equity measurement approaches, and broadens the set of association concepts used in this research.