Brand Equity Value Research Articles

Investigating the Impact of Product Quality, Price Sensitivity, and Brand Reputation on Consumer Purchase Intentions in the FMCG Sector

This research investigates the intricate dynamics influencing consumer purchase intentions within the fast-moving consumer goods (FMCG) sector, focusing on the impact of product quality, price sensitivity, and brand reputation. A quantitative research design was adopted, with data collected from a sample of 500 respondents through an online survey. Descriptive statistics, correlation analysis, regression analysis, and ANOVA were employed to analyze the data comprehensively. The findings reveal a strong positive correlation between perceived product quality and consumer purchase intentions, emphasizing the importance of maintaining high-quality standards. Price sensitivity was found to negatively impact purchase intentions, highlighting the need for strategic pricing strategies. Brand reputation emerged as a significant predictor of purchase intentions, emphasizing the enduring value of strong brand equity. Demographic analyses identified distinct target segments based on age and income levels. The study contributes valuable insights for FMCG companies in developing tailored marketing strategies and enhancing market competitiveness.

Brand Equity Analysis of Formula Milk for Age 1-3 Years Old at Integrated Healthcare Center Mawar IX Bandung

This study aims to describe the characteristics of consumers in purchasing formula milk products aged 1-3 years and to analyze the brand equity of formula milk aged 1-3 years at Integrated Healthcare Center Mawar IX, RW 9, Cipamokolan Village, Rancasari District, Bandung City. The method used mixed research methods and sample taking used a purposive sampling technique. Based on observations, there were 51 people who suit the criteria. Data were analyzed using descriptive analysis, Cochran test, brand switching pattern matrix, and estimation of market share. Based on research, the characteristics of its consumers are dominated by housewives aged 19-34 years with undergraduate/postgraduate graduates who have children aged 12-23 months with an income of IDR 500,000-5,000,000 and expenditures of IDR 100,000-3,000,000 per month regarding knowledge of child nutrition and obtaining information regarding formula milk from advertisements so that they buy formula milk with a frequency of 1-2 times/month and a small product volume. The results show that Dancow Batita and SGM have a fairly strong brand equity value where these two brands have a brand image with 11 brand associations and a good quality perception. SGM outperformed brand awareness and estimated market share, while Dancow Batita led in brand loyalty. While both brands are equally superior for brand association and perceived quality.

Impact of Enterprise Research and Development Innovation on Brand Equity Value

Impact of Enterprise Research and Development Innovation on Brand Equity Value

Inherit or innovation? Research on the brand revitalisation of China time-honoured brands

The sustainable development of time-honoured brands is faced with the dilemma of inheritance or innovation. By selecting Wufangzhai company in China and conducting case study, it is found that the enterprise not only inherits the quality, ingenuity and culture of the time-honoured brand but also innovates in R&D, marketing, organisational structure and business strategy. The process of inheritance and innovation is a blend of ‘DAO’ and ‘SHU’. ‘DAO’ refers to the brand’s concept rules and deep cores; ‘SHU’ refers to the brand’s methods and forms of display. Analysis from the perspective of different levels that make up the brand, what is inherited are elements and powers of the core level of the brand, which help to maintain the internal authenticity, consistency and continuity of the time-honoured brand; what is innovated are the external levels of the brand, which helps to promote the external elements in fashion, novelty and flexibility. The ambidexterity equilibrium of brand revitalization in the ‘DAO’ of inheritance and the ‘SHU’ of innovation reflects the dialectical logic of change and changeless: centring on improving the value of brand equity, adhering to the core of the brand, and breaking through the external form.

The impact of brand equity drivers on brand resonance in the hospitality industry

Brand equity refers to the marketing and consequential effects that make up a good or service with its brand. The purpose of branding programs is to achieve customer resonance with the brand. From there, the brand has a market of loyal and engaged customers, which the source of increasing brand equity. An empirical study has been carried out with the application of a model showing the influence levels of the factors that drove brand equity on brand resonance in the hospitality industry. Through a survey with quantitative data processing using SPSS and AMOS software, the author has tested the measurement and theoretical models. The research results show that the measurement model is confirmed to be valid and has high measurement reliability. In addition, testing the research model by Structural Equation Modeling (SEM) also confirms that the factors that drove the value of brand equity including Brand image, Perceived value, Brand superiority, and Brand fillings all have positive direct and indirect effects on brand resonance. In which, Perceived value has the strongest general effect on brand resonance – an important discovery in the hospitality industry. This suggests that hotel managers should focus on creating the best perceived value for their customers.

Influencing factors of employee brand equity from the perspective of FinTech.

Recent years have seen a heated discussion on what influences employees' recognition of enterprise brand equity among the psychological community. Some empirical evidence suggests that the brand equity of consumers and brand equity of sales are two categories that should be studied. However, more recent discussions have focused more on the former. In contrast, this study discusses the factors influencing brand equity based on the employee level. Moreover, this paper examines whether FinTech can help companies get out of financing difficulties and thus improve employees' brand equity recognition. This research illustrates how FinTech has become an essential driver of brand equity value. Based on micro panel data on enterprises from 2011 to 2019, we analyze the transmission mechanism between the two factors and the mediating role of financing constraints. FinTech's development promotes employees' recognition of corporate brand equity, and financing constraints are an essential transmission path between the two factors. Furthermore, the impact of financing constraints on employee brand equity identity is characterized by cross-regional economic heterogeneity. In contrast, the development of FinTech characterizes the cross-enterprise heterogeneity in employees' recognition of brand equity value. Altogether, this study demonstrates the promising application of FinTech in influencing the mechanisms of employee brand equity.

BRAND EQUITY ANALYSIS OF UHT MILK PRODUCT TETRA PACK 200 ML IN YOGYA DEPARTEMENT STORE CIMANGGU BOGOR CITY

Cimanggu Bogor City ” was carried out in August 2021, in Convenience Yogya Cimanggu, Kedung Badak Village, Tanah Sareal District, Bogor City, West Java. Purpose of the research was to know the consumer characteristics of the purchase UHT milk tetra pack 200 ml products and analyzing elements of brand equity of the purchase UHT milk tetra pack 200 ml products. The research method was a survey of 91 respondents using a questionnaire as a tool. The data obtained were analyzed using desciptive statistics analysis, Cochran test, brand switching pattern matrix, and estimated market share. According to this study, characteristic of the consumers are housewives, aged between 19- 6 5 years old, with a monthly income of Rp. 1.000.000 - > Rp.5.000.000, a monthly expenditure of Rp. 100.000 - > Rp.3.000.000, a consumption frequency of UHT milk products per month was 1-15 times and based on calculated brand equity parameters, the results has shown that Ultramilk brand was the strongest brand equity value than competitor brand because it has superior value in dimension brand awareness, brand association, perceived quality, brand loyalty, estimated market share and more users.

Building Brand Identity Through Social Media Platform during Covid-19 Pandemic

Building a substantial brand identity value has become a key issue for many companies' reputation. In previous years, the majority of studies focused on the consumer's perspective towards organizations’ brand equity value. Thus, this study expanded on earlier research by offering a more in-depth exploration and understanding of organizations' perspective on how they develop their brand identity through social media platforms. A qualitative approach using semi-structured interviews was employed to explore the small medium enterprise (SME) of food and beverage service industry. Interviews were conducted with independent food truck businesses in Kuala Lumpur, Malaysia. This study yielded results that showed respondents' interest in brand identity building on social media platforms. Creating a brand identity perception that is recognized by its customers through social media has become an essential activity for food truck (FT) owners to communicate their brand digitally.

Pushed into a crowd: Repositioning costs, resources, and competition in the RTE cereal industry

AbstractResearch summaryThis article exploits a natural experiment involving self‐regulation in the ready‐to‐eat (RTE) breakfast cereal industry to evaluate the performance impact of product repositioning. It then examines how a product's brand equity value declines with repositioning distance and explores various nonprice responses of firms to increased own and rival competition. Self‐regulation led to a crowding of the product space by forcing differentiated products to become more similar. We find that products constrained by regulation performed relatively worse than unconstrained products. Furthermore, brand equity specific to a product was tightly linked to existing product positions. Increased competition also led to increased brand equity investments and some products with strong brand equity repositioned more aggressively than those with weak brand equity.Managerial summaryThis article illustrates how firms respond to newly‐imposed regulatory constraints and how product brand equity is tightly linked to underlying product positions. The analysis is an empirical examination of a self‐regulatory initiative that placed advertising restrictions on high sugar RTE breakfast cereal products targeted toward children. We explore the impact of the regulation on performance and then use the setting to examine the connection between brand equity and changes in product positions. Finally, we examine firm responses to rival entry that include exiting, repositioning, and increasing investments in differentiation.

How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions

Abstract: This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers ( N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.

Valuation of brand equity and retailer growth strategies using real options

In marketing, significant attention has been devoted to the study of drivers and outcomes of strategic flexibility drawing on real options theory. However, research that quantifies the specific value of flexibility reflected in a bundle of strategic real options is lacking. To remedy this gap, we develop a real options-based framework that takes account of brand expansion and extension options to value brand equity and retailer growth strategies. We show how to value the bundle of strategic real options associated with a flexible marketing strategic vision and how to assess the growth strategies related to the corporate brand of an international retailer. We apply our method to estimating the brand equity of Starbucks both under growth and adversity conditions. The results reveal that our method can more reliably incorporate the growth potential of the brand under uncertainty conditions. Comparisons with other brand valuation approaches are discussed. Our study helps clarify the links among management’s strategic plans, brand-based marketing strategies and share price, and allows to better monitor the impact of retailer strategic choices on long-term brand equity value.

ОСОБЛИВОСТІ ТА ПСИХОЛОГІЯ ЦІНОУТВОРЕННЯ БРЕНДІВ: МАРКЕТИНГОВИЙ АСПЕКТ

With the aim of providing the enterprise’s profitability there is an actual problem of searching the effective marketing technologies that would promote the value of commodity for consumers. It is important to point effort at brand capitalization, using totality of marketing instruments; one of basic aspect is price. The essence of brand pricing and brand value as an important constituent of price politics taking into account the marketing and expense approach to pricing is considered in the article. Essence of brands pricing, main purposes of the enterprises, that produce brands, their varieties and methods of achievement, is considered. The row of key factors that directly influence on brand cost and its value for consumers is set. The basic approaches to the process of forming the price of branded commodity, their strengths and weaknesses is proved. The basic differences of brands pricing from ordinary trademarks, the basic constituents of successful brand, their structure, role and influence, are analyzed on the consumers’ decision are established. The value of brand equity, its description, advantage of brand possessing, and also influence on pricing on the whole is investigated. The basic categories of brands depending on price and quality of commodity, their value for consumers were determined. The process of price setting on the branded commodity that consists of some basic stages they are: determination of commodity cost taking into account the charges on producing goods and minimum mark-up; prices coregulation to the standard of prices of commodities-analogues from firms-competitors; determination of size of extra charge for unique trade suggestion, that commodity contains; determination of extra charge for marketing possibilities of company and degree of possessing the channels of distribution; adding to the price a certain price bonus for a brand. The types of strategies that are used for brand pricing taking into account the selected method of its positioning at the market and aims of pricing are established: strategy of skimming; strategy of cost penetration; strategy of stable prices; strategy of price discrimination; strategy of price leadership and others, and also their descriptions and separate features are considered. The influence of such factor as loyalty of consumers on forming the branded cost of commodity is shown. Psychological methods that are needed to be used for forming and adjustment of brand price that will give an opportunity to promote profitability of enterprise activity, retain and fix market positions of the enterprise and its brands are generalized.

Place Brand Equity and Domestic Investors’ Choice: A Case Study in Vietnam

Selecting an investment location is one of the most crucial decisions of investors as it has a great influence on the operation and development of the business in the future. At the same time, the attraction of localities will bring advantages for socio-economic development for the localities invested. Investors are interested in localities that have the potential to invest. The study focused on analyzing and testing the influence of place brand equity on the choice of investment locations of domestic investors through a regression analysis using 425 survey samples of investors in Phu Tho province, one of the northern industrial zones in Vietnam. Research results showed that 56.5% of investment decisions depended on factors from place brands. In addition, in the decision-making process for choosing investment locations, brand awareness factor had the greatest impact on investor's decisions, followed by brand image and brand personality, and finally brand confidence had the smallest impact. Therefore, in the coming time, in order to retain and attract domestic investors to choose Phu Tho as an investment and business destination, it is necessary to increase the value of place brand equity and implement solutions to promote place brands to investors.

The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)

The present empirical research is principally aimed to show the impact of advertisement on the brand equity of Chabahar Free Trade-Industrial Zone (CFZ) of Iran as a tourism destination. The primary data were collected via a 24-item questionnaire possessing a five-point Likert scale. The scales used for the questionnaire were constructed by adapting the expressions used in previous studies. A pilot survey with 20 participants of tourists in CFZ was primarily carried out to examine the suitability of questionnaire structure, content validity, content comprehensiveness, terminology, comprehensibility, convenience, and speed of completing the questionnaire. The statistical population in this study includes all tourists in the CFZ. Since the statistical population is unknown, the probability random sampling technique was used in this study. In total, 384 samples were considered and 155 questionnaires were received. Of the considered questionnaires, 136 valid ones were used for data analysis. To calculate the reliability and ensure the questionnaire’s internal consistency, the Cronbach’s alpha coefficients and composite reliability were utilized. The questionnaire’s validity was verified and approved by the convergent and divergent validity method. In this study, the hypotheses and fitting of the model were examined utilizing structural equation modeling (SEM). Moreover, Smart PLS software was utilize for analyzing the gathered data. In this study, it was proved that advertising has a considerable effect on brand equity. Moreover, the findings showed the importance of advertising in creating brand equity and confirmed that the value of brand equity could be improved by focusing on advertising.

Source Credibility Beauty Vlogger, Parasocial Relationship Dan Customer Equity Viewers Youtube

This study discusses how social media like YouTube can foster parasocial relationships between beauty vloggers and YouTube viewers. Parasocial relationships are built on a clear communication process between celebrity and viewers credible source consisting of attractiveness, expertise and trust. In addition, parasocial relationships are considered important to grow customer equity. The research analysis technique using Partial Least Square (PLS) is a powerful analytical method because it is applied at all data scales, does not require much consideration, and the sample size does not have to be large. The number of respondents consisted of 180 respondents. The sampling technique in this study is purposive sampling, which is a sampling technique that is done intentionally and in accordance with all the required sample requirements. Criteria for respondents are those who value beauty vlogger Tasya Farasya and respondents who use YouTube . The results of the study showed that the attractiveness and trust variables towards parasocial relationships. Parasocial variables affect the relationship to the value of equity, brand equity and relationship equity.

PENGARUH KESADARAN MEREK, CITRA MEREK, LOYALITAS MEREK TERHADAP EKUITAS MEREK (Studi kasus pada penggunaan smartphone Xiaomi di Batam)

Technological developments continue to increase in various fields, one of which is in the field of cellular telephones, one of the companies established to enter this intense market competition is Xiaomi. There are 3 equity values of the products used in this study, namely Brand awareness, Brand Image, Brand Loyalty that will affect the Brand Equity of this Xiaomi product. This study aims to see how the three elements influence the value of brand equity. The results showed that brand awareness, brand image, brand loyalty influence brand equity simultaneously and brand image, brand loyalty affects brand equity partially while brand awareness does not partially affect brand equity.Keywords: Brand Awareness, Brand Image, Brand Loyalty, Brand Equity

How Attribute-Based Design Perceptions and Consumer-Brand Relationship Affected on Brand Equity?

Consumers act differently in choosing brands. Some like certain brands but some do not. A major reason is the design of products made by brands and the quality of experience. In general, companies can differentiate their products from competitors by focusing on physical features such as taste, design, and non-physical features such as price, brand, and country of origin. this research investigates design perception including (five design perceptual dimensions, namely visual, functional, kinesthetic, interface and information) and its effects on brand equity and experience. User expertise was considered as a mediating variable. Partial least squares path modeling (PLS) was used to test the research model. Samples were randomly collected from GLX smartphone phone consumers, and 367 samples included in this research. The reliability and validity of the questionnaire were evaluated using Cronbach's alpha coefficient, combined reliability, divergent validity and confirmatory analysis. The results showed an acceptable reliability and validity. Pearson correlation coefficient and PLS software were used to analyze the data. The outcomes showed that design perception positively and significantly affects the experimental value and brand equity and experimental value positively affect brand equity. Finally, moderating user expertise's vivacious and significant role in the relationship between design perception and the experimental value confirmed.

The Role of Sustainability in Brand Equity Value in the Financial Sector

The behavior of firms is changing as new kinds of businesses evolve. In particular, companies are now seeking to optimize their value, especially their intangible value—referred to as brand equity value—which has many behavioral drivers. The analysis of brand equity determinants in the financial sector (e.g., ethical investments, sustainability and firm behavior) has received little attention. The methodology used in this study included the collection of information from publicly listed companies, followed by the execution of a statistical analysis to study the correlations between brand equity values and their determinants. We aimed to close this gap by raising the awareness of the positive impacts of sustainable investments in the financial sector and the need for a managerial implementation model to build a sustainability-oriented brand value. The objective of this research was to examine the relationships between elements such as sustainability scores or diversity measures and firms’ brand value. Considering sectoral and regional effects, we observed a positive relationship between environmental and social governance scores and brand equity value.

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.

What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries

Although brand sustainability is found essential for brand survival, establishing it has remained challenging. Brand sustainability requires a strong association between brand equity and consumer values. The current study attempts to discover critical components involved that may influence Indonesian and Taiwanese consumers to purchase smartphones such as Apple and High-Tech Computer Corporation (HTC). Primary data collection was conducted to gather data through an online field survey. Following a quantitative approach, structural equation modeling (SEM) was used to examine the link between research constructs and the proposed hypotheses based on two samples of 202 and 217 respondents in Taiwan and Indonesia, respectively. Results represent significant and non-significant direct influences underlining the significance of perceived quality and brand preferences when testing brand equity effects on how consumers value different brands. While price premium is found to be the most influential factor that shapes the formation of purchase intention for Apple brands among both Taiwanese and Indonesian consumers, perceived quality is also affecting Taiwanese brand preference for HTC. Furthermore, prestige value is revealed to be a predictor of brand preference among Indonesian HTC consumers. Research findings have important implications for decision-makers to motivate purchase intentions of smartphone users toward specific brands. The insights provided by the findings will assist marketers in developing brand strategies that influence Taiwanese and Indonesian consumers’ purchases of Apple or HTC products.