Brand Value Evaluation Research Articles

A STUDY ON THE IMPACT OF SOCIAL MEDIA USER EXPERIENCE ON THE BRAND PERCEPTION AND CHOICE OF CHONGQING VOCATIONAL COLLEGE STUDENTS: A GENDER-BASED MODERATING EFFECT

<p>With the vigorous development of social media in China and the increasing demand for enhancing the brand value of higher vocational colleges, the impact of students' brand experience and perceptual behavior on the brand value of higher vocational colleges on social media has become a focus that every higher vocational college cannot ignore. There are few studies in the academic community on the impact of students' brand experience and perceptual behavior on the brand value of higher vocational colleges on social media, and most of them still remain at the level of ordinary undergraduate colleges and social media teaching. However, with the rapid development of information technology, social media has become an important platform for students to obtain information, exchange views, and shape personal cognition. Therefore, this study is crucial for brand marketing and brand construction of higher vocational colleges, as well as future enrollment. This study selected 462 students in Chongqing as the research object, using AMOS structural equation modeling, through the design of social media brand experience, student perceptual behavior questionnaire, and higher vocational college brand value evaluation tool, we collected relevant quantitative data. The aim is to comprehensively understand the impact of social media brand experience and student perceptual behavior on the brand value of higher vocational colleges. The focus of particular attention is the possible moderating effect of gender on student perceptual behavior and higher vocational college brand value. The research results show that student perceptual behavior as an intermediary has a significant positive partial mediating relationship between social media brand experience and higher vocational college brand value. At the same time, gender as a moderating variable plays a significant moderating role in student perceptual behavior and higher vocational college brand value. Moreover, the moderating effect of female students is significantly greater than that of male students. This finding provides practical guidance for brand management in higher vocational colleges and helps to develop more targeted brand promotion strategies.</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/lit/0558/a.php" alt="Hit counter" /></p>

Analysis of Beijing Consumers’ Brand Value and Experience on Smartphones

With the rapid development of modern technology, smartphones have become an indispensable part of modern people’s lives. In the fierce market competition, the brand value and user experience of smartphones are important factors affecting consumers’ choices. In this regard, this paper takes Beijing consumers as the research object, discusses the perception of smartphone brand value and experience evaluation of Beijing consumers, and puts forward suggestions to improve consumers’ smartphone brand experience.

Research on Brand Value Evaluation Based on Interbrand Model in the Era of Big Data—Taking Anta as an Example

Research on Brand Value Evaluation Based on Interbrand Model in the Era of Big Data—Taking Anta as an Example

Comparison and Estimation of Brand Value for the Operation Strategies

Creating a brand is a competitive strategy. In order to prevent other products from replacing their own products, companies will find ways to establish their own brands in order to better control the market since the production of brands is generally considered to be the result of market competition. In recent years, some corporate management consulting companies and brand evaluation agencies have released various brand value lists. However, there is still no unified consensus on the quantitative assessment of brand value. This study introduces key global brand valuation authorities and the methods they applied for brand valuation. The impacts of profits, revenue and asset on brand evaluation are investigated as the regressors to estimate the brand value of Fortune Global 500 in 2021 and to propose diverse operation strategies for improving the brand value and sustaining the life of brand. The results suggest that profits and total revenues outperform assets in brand value evaluation, and BrandZ is the highest among the brand multipliers estimation, Interbrand is in the second, GYbrand is slightly lower than Interbrand, and Brand Finance is the lowest. The results also suggest that brand value innovation can enhance the extensive and lasting trust relationship of customers on related products, and increase the frequency and type of repeated purchases. It can promote the value spillover of brand reputation and promote the expansion of brand equity to establish an effective barrier for competitors to enter.

Franchisor support and brand value empowerment of micro-franchisees: a Brazilian market perspective

PurposeThe purpose of this paper is to understand the relationship between franchisee support and brand value in micro-franchise chains. This study aims to understand the importance of value delivery in support to the micro-franchisee aiming at increasing brand value.Design/methodology/approachThe sample was composed of 148 micro-franchisees belonging to 70 chains located in Brazil. The questionnaire aimed to verify the franchisee’s degree of concordance with the support and brand value provided by the franchisor through a Likert scale. The questionnaire structure comprised of ten metrics associated with franchisee support, four metrics associated with the brand value perception and four potentially intervenient metrics. A regression analysis was carried out to confirm the results for the factor analysis, assuming that the three factors associated with support as independent variables and the brand factor as a dependent variable.FindingsThe three factors related to franchisee support were found to be significant predictors of brand value. Based on the values of the coefficients, it is possible to infer the positive nature of the association. An increase in franchisee support leads to an increase in the franchisee perception about brand value. The positive effect of training and franchisor’s support in prospection and installation improvement on the brand value evaluation by franchisees was supported by the statistical analyses conducted.Research limitations/implicationsThis research complements the studies on brand citizenship behavior and franchisee brand commitment; the greater the support provided to the micro-franchisee, the greater its commitment to the brand values of the chain. This contribution is critical because we deal with micro-enterprises in a business environment with an intense resource scarcity. These aspects place restrictions on the delivery of support and brand value in these franchise chains.Practical implicationsStructured support plans and greater approximation with franchisees seem to be alternatives for this perception of value to be increased in micro-franchise chains. The attractiveness of a micro-franchise chain can be enhanced if the franchisor is able to show to its potential micro-franchisees that it offers adequate support for its business; and also for the capture of new micro-franchisees.Social implicationsThe social implications aimed at entrepreneurs with low financial expenditure. The sustainability of these businesses is highly relevant in the case of emerging markets given the high rates of unemployment and informality. Hence, micro-franchises become one of the means for micro-entrepreneurs to enter the job market.Originality/valueWhen dealing with micro-franchises, there is an intensification of this scarcity of resources due to the smaller amount captured by the franchisor, as well as the lower technical level found in the franchisees. The relationship between brand value and the perceived level of support and the consequent franchise satisfaction with the chain in franchises, symbolized by brand citizenship behavior, is still little studied, and there are promising new studies, especially on the different types of franchises.

The Effects of Fashion Involvement and Experiential Elements of Luxury Fashion Brands on Brand Value and Brand Loyalty

Purpose - This study examined the effects of fashion involvement on experiential factors and determined the effects of experiential factors on brand value evaluation and brand loyalty of luxury fashion brands. Design/Methodology/Approach - The study included 330 female respondents who experienced luxury fashion brands in Seoul, South Korea and metropolitan areas. The data analyses software used for the study were SPSS 18.0 for exploratory factor analysis and reliability analysis, and AMOS 25.0 for confirmatory factor analysis and path analysis. Findings - Results showed that there were three elements in fashion involvement, namely, symbolism, pleasure pursuing, and difficulty in selection. The experiential factors included escapism, aesthetic experience, educational experience, and entertainment experience. The path analysis results showed that symbolism and pleasure pursuing factors of fashion involvement had significant effects on all four experiential factors. In addition, among the four experiential factors, three factors had effects on brand value evaluation. Finally, brand value evaluation influences brand loyalty. Research Implications - There have been limited studies on the relationships among fashion involvement, experiential factors, and brand loyalty of luxury fashion brands. This study showed the importance of the experiential factors of luxury fashion brands. Based on the results of the study, luxury fashion brands marketing strategies can be effectively crafted and implemented.

The relational side of intellectual capital: an empirical study on brand value evaluation and financial performance

PurposeThis study aims to validate a direct method to measure relational capital through the estimation of corporate brands. Considering the influence of relational capital management in leading performance and brand development, we consider brand value as a proxy for relational capital. The main research goal is to extend the previous literature on intellectual capital, financial performance and brand management by elaborating and testing an original approach for valuating corporate brands using regression analysis on multiples based on firm-specific accounting data and market information.Design/methodology/approachThe authors propose two econometric models, for both listed and non-listed companies, which consider brand valuations made by primary consulting entities (Interbrand, Brand Finance, BrandZ, European Brand Institute) and multiples derived from accounting and market data of firms. Models were tested on a sample of nonfinancial firms for the period from 2006 to 2019, distinguishing between IAS/IFRS-based and US GAAP-based reporting standards.FindingsThe empirical results show that the identified set of market and accounting multiples proved to be significant information for estimating the value of brands within the IAS/IFRS framework, while a lower explanatory power was assessed for US GAAP firms. Furthermore, the empirical evidence confirm that the direct, relative approach based on multiples is more accurate for valuating listed firms than non-listed firms. Robustness analysis demonstrates that findings do not change significantly when the reference datasets and the main assumptions of the models are altered.Research limitations/implicationsThe statistical significance of the analysis is limited by the non-objective nature of brand value estimates. The use of additional sources for brand valuations might allow for the further assessment of the robustness of the relationships identified.Practical implicationsDue to their efficacy and ease of use, the proposed models represent valid practical tools for managers, investors, analysts and professional evaluators.Originality/valueThis work contributes to the existing literature through the identification of significant, stable relationships between brand values and the main economic, financial and asset characteristics of firms; the identification of those relationships would allow for the extension of the multiples approach also to the evaluation of brands.

윤리적 패션브랜드에 대한 소비자의 자아이미지 일치성, 기능적 일치성, 대안매력도가 브랜드 구매가치지각과 브랜드 애착에 미치는 영향 : 남녀 소비자 비교를 중심으로

This study offers an examination of the effects of self-image congruity, functional congruity, and alternative attractiveness on brand value evaluation and brand attachment for the ethical fashion brand. In addition, the study represents an investigation of whether self congruity and functional congruity are explained by ethical, social, and environmental dimensions of corporate social responsibility(CSR). Moreover all the relationships among variables are examined in terms of whether gender differences are present. A self-administered survey is conducted and a total of 308 data are used for data analysis. Participants include 144 male consumers and 164 female consumers. The findings support the significant effects of self and functional congruity on consumers’brand value evaluation and brand attachment for both male and females, while alternative attractiveness does not have significant effects on male consumers’brand value evaluation and brand attachment. Meanwhile, the effect of alternative attractiveness has significant negative effect on brand value evaluation for female consumers. Two sub-dimensions of CSR have differential effects on self and functional congruity. Specifically, ethical/social CSR significantly influences male and female consumers’ self and functional congruity, while environmental CSR does not have significant effects on female consumers’self and functional congruity. Based on the results, theoretical and managerial implications are presented.

Brand Image Theoretical Aspects

The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze in the article, like capital market-oriented brand value model, Aaker's brand value model, the Interbrand Brand Assessment Methodology, which helps evaluate brand value and benefit.

By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

Abstract Brand value building and managing is an interdisciplinary issue with serious impact on company's effective market performance. Knowing this, more and more companies try to extract the competitive advantage of a valuable brand. But there are a lot of practical restrictions that result from universal application of formulated theory without respecting national specifics and which often lead to company's activities in scope of branding and brand value measuring not being successful. This is the reason for scepticism towards the implementation of brand management activities, especially in former socialistic countries where the tradition of brand is not so developed due to the long-term application of principles of planned economy. So, the undesirable spiral mechanism is evident – domestic companies apply inconvenient methods of branding and brand value evaluation – brand value decreases – companies rather do not build and manage theirs brands – brands lose their competitive potential in comparison with foreign competitors and the market deforms – only strong foreign brands applying their national branding mechanisms survive – the impression of the so called ‘good practice’ is created – the domestic companies apply inconvenient methods of branding and the circle starts again. According to this, the aim of this paper is to critically discuss the applicability of selected brand valuation methods in the specific conditions of Slovak republic and to verify its applicability in the context of framework conditions of their applicability. To achieve this aim, after the application of selected criteria, we applied the following methods of brand value measurement: royalty savings and brand value added.

Research and Development of Brand Value Evaluation Service Information System

The brand value evaluation service information system was developed according to the demand for brand value evaluation. In the system, portal, evaluation and authority management functions were provided according to the evaluation procedures including declaration, recommendation, review, measurement and calculation. Through application, the system enjoys a good reliability and practicability and gives an accurate result of calculation, which would increase the efficiency of brand value evaluation to a large extent.

A Review of Brand Valuation Method

The method of brand value evaluation has become an important topic as the concern of practical and theoretical circles since the 1980s. This paper analyses dimensions of brand value and sorts out the related research achievements of brand value evaluation method from asset perspective, customer perspective and a comprehensive perspective. Then the paper points out its important implications for the practice of brand valuation of Chinese enterprises.

The Research of Chinese Website Brand Value Evaluation System

Brand is a special, highly integrated value of the assets. It is also that companies dominate the market, a magic weapon to win in the competition. This paper starts from the analysis of the characteristics and limitations of the current brand valuation methods, analyzing the problems and the reasons of the website brand valuation, and making a description of the website brand value evaluation system. Finally this article puts forward the choice of strategy assessment methods.

The Application of Brand Value Evaluation on Agricultural Products

The Application of Brand Value Evaluation on Agricultural Products