Brand Value Research Articles

Football fan engagement: sponsorship brand value and consumer purchase intentions

PurposeThis study aims to analyse the influence of football fans' involvement on sponsor brand equity and their purchase intention toward the sponsoring brand. To achieve this, we specified a structural model examining the relationships between engagement, brand equity and fans’ purchase intentions.Design/methodology/approachThe data for this study were collected using a structured questionnaire. Three football teams from the city of Quito (Ecuador) that compete in the first division of Ecuadorian professional football were considered. For data collection, both personal interviews and a web link were used. The personal interviews were carried out directly with the fans of the three teams in the vicinity of the stadiums, prior to matches of the Ecuadorian League.FindingsThe study concluded that a greater involvement of fans with a football club positively influences both the valuation of the sponsoring brand and the intention to purchase the product and/or service of the sponsoring brand.Practical implicationsThis work contributes to the literature on brand equity. On the one hand, from the companies’ perspective, it is important for brand managers to realise that football fans constitute an especially significant section of the public to strengthen the brand and even to buy the products of the sponsoring brand. On the other hand, from the point of view of the clubs, it should be borne in mind that the involvement of the fans with the clubs constitutes a major factor in strengthening the sponsoring brands.Originality/valueMost of the research in the literature has studied purchase intention towards the club brand but not towards the sponsoring brand. The research, which is applied to the football industry, conceptually extends the customer-based brand equity (CBBE) model by including the perspective of football fans’ involvement with their clubs.

A Study on the Impact of the Light Asset Operation Model on Corporate Performance in the Home Appliance Industry: A Case Study of Gree

This paper analyzes the impact of Gree's light asset operation model on its corporate performance. The study examines the impact pathways from four perspectives: the application of the "quasi-financial" model, the effective use of bank-pledged accounts receivable bills, technological innovation and control over the industry chain, and brand value creation. It is found that after adopting the light asset operation model, Gree significantly improved its corporate performance. The paper also discusses the shortcomings of Gree's choice of the light asset operation model and provides improvement suggestions. It is hoped that this research can offer insights for Gree's future light asset operation strategy and for the stable development of other companies in the home appliance industry.

Enhancing Brand Value Through Circular Economy Service Quality: The Mediating Roles of Customer Satisfaction, Brand Image, and Customer Loyalty

This study rigorously examines the relationship between circular economy service quality and brand value, focusing on the mediating roles of customer satisfaction, brand image, and customer loyalty. Amid the growing adoption of circular economy principles to enhance sustainability and resource efficiency, the impact of such practices on brand value remains underexplored. This research addresses this gap by developing and testing an integrated model of circular economy service quality and its influence on brand value. Using a quantitative methodology, this study collected data from customers engaged with companies employing circular economy practices. A structured survey assessed the perceptions of circular economy service quality, customer satisfaction, brand image, customer loyalty, and brand value. Advanced statistical techniques, including structural equation modeling (SEM), were employed to analyze the data and evaluate the proposed relationships. The results revealed significant positive correlations between circular economy service quality, customer satisfaction, brand image, and customer loyalty. Furthermore, the mediating roles of customer satisfaction, brand image, and customer loyalty in the relationship between circular economy service quality and brand value were validated. High-quality circular economy services fostered customer satisfaction, enhanced brand image, and strengthened customer loyalty, collectively driving increased brand value. This research underscored two critical implications. First, circular economy service quality was identified as a pivotal factor in enhancing brand value. By offering sustainable and efficient services, organizations can deliver superior customer experiences, cultivate a strong brand image, and ultimately boost brand value. Second, the mediating variables—customer satisfaction, brand image, and customer loyalty—were shown to play essential roles in amplifying the impact of circular economy service quality on brand value. Organizations should strategically focus on optimizing these factors to maximize brand performance. These findings provide valuable insights for businesses aiming to integrate sustainability into their operations while enhancing brand equity and market performance.

Pricing Decision-Making Considering Ambiguity Tolerance in Consumers: Evidence from Recycled Building Material Enterprises

Globally, recycled building materials have attracted much attention, but the ambiguity of the use of recycled building materials makes it difficult for building material remanufacturers (BMRs) to compete with building material manufacturers (BMMs). Brand building is an important strategic tool for enterprises to increase product competitiveness. From the new perspective of the supply chain, this paper aims to examine the decision-making behavior of enterprises under two scenarios of consumer ambiguity neutrality and ambiguity tolerance and to analyze the impact of ambiguity tolerance on the pricing decisions of building materials supply chains in a brand-building scenario. This paper constructs a building material model consisting of BMMs and BMRs, according to the cognitive–affective personality system (CAPS) theory and through the Stackelberg game. The main findings are as follows. (1) Strengthening brand building can mitigate the negative impact of ambiguity tolerance on new product pricing. The selling price of recycled building materials is positively related to ambiguity tolerance. (2) When the BMM has higher brand value, there is a U-shaped trend between profit and ambiguity tolerance at a cost coefficient above the threshold value of 0.61. (3) When the BMR has higher brand value, profit is negatively related to ambiguity tolerance at operational inefficiencies and cost coefficients below the threshold value of 0.45. Otherwise, profits and ambiguity tolerance follow a U-shaped trend. This paper not only expands the research on brand building and ambiguity tolerance but also provides theoretical guidance for enterprises to make effective decisions in response to consumers’ ambiguity psychology.

Environmental Graphic Design in Commercial Interior The Case of Pakuwon-Supermal Surabaya

The objectives of this research are to understand how Environmental Graphic Design (EGD) contributes to shaping consumer perceptions and enhancing the shopping experience. The research method is qualitative research, which provides an in-depth understanding of social phenomena by emphasizing non-numerical data collection and analysis. In this study, visual observation is employed as the primary data collection technique, allowing for a detailed exploration of human interactions and environmental dynamics within the context of Pakuwon-Supermal Surabaya. The data collection process involves direct observation, where object, behaviors, interactions, and environmental factors are systematically documented through photographs. Designing engaging brand experiences, effective space circulation enhances visitor movement throughout the mall, encouraging exploration and engagement. Additionally, the design of spaces significantly impacts brand identity and presence, as unique architectural forms create memorable experiences aligned with brand values. Decorative structures strategically placed within the environment elevate brand presence, reinforcing recognition and emotional connections. Furthermore, well-designed public facilities enhance accessibility and comfort, contributing to an overall positive visitor experience. This research offers valuable insights for architectural interior designers and other stakeholders involved in commercial branding. By strategically implementing EGD, shopping centers can improve brand perception and consumer satisfaction within their environments.

Building sustainable campuses for the future: the case of MDI Murshidabad

Learning outcomes This case study introduces some elements of strategic management process that instils competitive advantage on an entity such as a higher educational institute (HEI). It endeavours to achieve the following goals: comprehend strategy implementation through the sustainability paradigm; demonstrate the concept of cost-benefit analysis in strategy; analyse the challenges to new product adoption; and deliberate on extension of the project to include newer areas for greening. Thus, students would be taught about strategy implementation through the sustainability paradigm: they would be introduced to the concept of cost-benefit analysis through an application of the concept in strategic decision-making; students would be taught the about the challenges in new product (such as greening equipment) adoption; and they would be guided to deliberate on the extension of the project in newer areas of greening. Case overview/synopsis Prof Atmanand, as the Director of MDI Murshidabad (MDIM), was combating the challenge of leading the campus of the fledgling institute in its initial years. It was May 2023. MDIM was a business school in West Bengal, India. Atmanand had formulated a strategy of “greening” of the campus using a solar lighting system and organic waste converter to start off. The first steps were initiated in early 2021. The possible gains from this move needed to be weighed against the possible costs. Possible benefits included reductions in electricity expenditure, easier conformation to contemporary waste disposal norms, better scores in HEI-ranking exercises and increase in brand value of MDIM. The principal costs were: capital expenditure, possible higher payback period and challenge in adoption of sustainability products such as organic waste converter. The case study engages the student to learn about competitive strategy design and implementation in an HEI, and the resulting challenges. The case study can consequently be used in a Master’s level course in strategic management (competitive strategy) in the context of sustainability management, or as a case in the elective sustainability management offered to the senior batch in the MBA curriculum. The case study weighs out the benefits of the “greening” programme at MDIM against its possible costs. The possible benefits were manifold: reduction in electricity bills, easier conformance to contemporary waste disposal norms and higher scores at HEI-ranking exercises, both at the national and the international levels. Some benefits were not so quantifiable, such as better “press”, and consequent increase in brand value of MDIM. Weighted against these were the costs, capital expenditure, possible higher payback period and lack of in-house operational expertise (such as mechanics). The decision is not easy; although there are numerical tools (indicated in the case), they must be supplemented with a holistic understanding of the context, and any decision to be taken would require a combination of qualitative understanding along with numerical indicators. The case also exhorts the reader to understand problems in adoption of sustainability products and attempts to look to the future in terms of managerial initiatives. Complexity academic level This case study is suitable for postgraduate level (MBA) and executive programmes. Supplementary materials Teaching notes are available for educators only. Subject code CSS4: Environmental Management.

The Role of Social Media Marketing in the Tourism and Hospitality Industry: A study on Bangladesh

At present, the hospitality industry has started to follow a social media marketing strategy as part of its marketing promotion to improve its brand value. This paper aims to find the various social media sites available in the hospitality industry. This paper seeks to identify the appropriate social media as well as suggest its benefit in the context of Bangladesh. It also aims to identify the importance of tourism marketing to reach actual and potential consumers. A mixed (qualitative and quantitative) method was used in the collection of primary data, whereas the random sampling method was used to obtain such data. This study also included elicited qualitative questions so as to accommodate understanding of the customer psychographics factors. The study will also determine the role social media marketing plays and how it operates in the tourism and hospitality arena, using a wide range of literature from academic articles, journals, and books. The research sample size is 270. The results of the study show that Facebook is one of the most favorable media for promoting the hospitality business. The study also tried to find out various aspects of respondent’s basic information as well as their personal choices and views.

Influence of Celebrity Endorsement on Public Relations Campaigns in Canada

Purpose: The study set out to influence of celebrity endorsement on public relations campaigns in Canada Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Studies indicate that Canadian audiences are more likely to trust brands associated with credible and relatable celebrities, especially in campaigns addressing social or environmental issues. Effective endorsements lead to improved brand perception, with authenticity and alignment between the celebrity's image and the brand's values being critical factors. However, the impact can be negative if the celebrity is involved in controversies, highlighting the need for careful selection. Unique Contribution to Theory, Practice and Policy: Source credibility theory, match-up hypothesis & social learning theory may be used to anchor future studies on the PR professionals should carefully select celebrities whose personal values and public image align with the brand’s mission to ensure authenticity in the endorsement process. Policymakers in the advertising and public relations sectors should consider establishing ethical guidelines around celebrity endorsements, especially regarding transparency, authenticity, and accountability.

EFFECT OF ADVERTISING EFFECTIVENESS VIA MOBILE SOCIAL NETWORKS (SNS) ON BRAND EQUITY AND THE BEHAVIORAL INTENTIONS OF ONLINE CONSUMERS

This research aims to determine the impact of advertising effectiveness via the mobile social network service (SNS) on brand equity, namely brand value, brand image and equity value. It also focuses on the treatment of the hypothetical relationship between advertising effectiveness and the behavioral intentions of online consumers. A quantitative study was conducted on 430 Tunisian online consumers in the North African context who frequently use their mobile phones. The method of structural equations based on the AMOS approach was deployed for data analysis. The results reveal that the effectiveness of mobile advertising via social network services (SNS) positively affects brand value, brand image and equity value. The results show that an effective advertising message transmitted via social networks has no effect on the purchase intentions of online consumers. This research fills the gap in the literature by examining the simultaneous impact of the effectiveness of advertising via social networks on brand equity and purchase intentions in a North African context that is still very rare.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0811/a.php" alt="Hit counter" /></p>

The Role and Significance of Trademark Law in Brand Value Protection

A trademark, serving as a legal entity, is a distinct sign that enables to differentiation of a companys goods or services and provide information to the consumer about the source and quality of the product or service as well as guarantee their quality. This academic paper endeavors to probe into the role that trademark law undertakes in the protection and building of brands. The research is carried out by employing a doctrinal research methodology, with the study founded upon an in-depth analysis of the legal instruments that govern trademark law, along with case law and relevant academic literature. Additionally, it scrutinizes a spectrum of issues, namely cross-border infringement, counterfeiting in e-commerce sites, and new technologies. As explained in the research, trademark law is critical to brand differentiation, competitive advantage, and even revenue for firms. However, inconsistent enforcement, changes in market characteristics constitute some of the challenges experienced. As for the conclusion, the study calls for the alignment of international trademark laws and the subsequent approaches to digital markets to guarantee effective brand security.

A STUDY ON THE IMPACT OF CONSUMER PERCEIVED VALUE ON CONSUMER REPETITIVE PURCHASING IN THE CONTEXT OF E-COMMERCE LIVE STREAMING: USING SHOPPING EXPERIENCE AS A MEDIATION

During the 618 Shopping Festival in 2023, Douyin's e-commerce live streaming logged 42.02 million hours, marking a 177% surge in sales from the previous year. Taobao witnessed a 66% increase in live streaming rooms, with sales exceeding one billion RMB, and a 60% uptick in viewership compared to the prior festival. Pinduoduo recorded a remarkable 1.1 billion orders during the event. These stats underscore the market dominance of e-commerce live streaming, showing its potential as the primary shopping method on online platforms. Consumer repeat purchases bolster cash flow, deplete inventory, and signify trust in products, platforms, or brands, thereby enhancing brand value through loyal fan bases. Thus, understanding consumer repeat purchase behavior is vital for e-commerce success. Consumer-perceived value significantly influences shopping decisions and repeat purchases, particularly in e-commerce live streaming contexts, where its impact warrants further exploration. Empirical analysis demonstrates that consumer-perceived value positively influences repeat purchase behavior, with social value exerting the most significant impact among product, service, emotional, and social values.

Generation Z, Circular Fashion, and Sustainable Marketing

This study explores Generation Z's perceptions, attitudes, and behaviors regarding sustainable fashion, focusing on the contradiction between their environmental awareness and consumption patterns. Using a mixed-method approach that includes a literature review and surveys of young consumers, the research aims to understand the motivations and barriers they face when considering sustainable fashion options. The key finding reveals that, despite high levels of environmental and ethical awareness, Generation Z continues to prefer fast fashion, primarily due to its affordability and the constant influx of new trends. The premium pricing associated with sustainable fashion is identified as a significant barrier to its adoption within this demographic. The study concludes by recommending that the fashion industry and policymakers enhance transparency, affordability, and authenticity in their practices. By positioning sustainability as a core brand value and addressing perceptions of greenwashing, the industry can foster more responsible consumption patterns among younger generations.

Can Third-Party Brand Value Estimates Help Predict Cash Flows? A Machine-Learning Analysis

We evaluate the usefulness of third-party brand value estimates (BVE) in forecasting corporate cash flows. Our sample consists of BVE for publicly-listed firms published by brand consultancy firms Interbrand, Brand Finance and BrandZ between 2006 and 2021. We find a positive incremental impact of Interbrand and BrandZ BVE on one-year-ahead operating cash flows in in-sample regressions. However, out-of-sample predictions based on linear regressions and Machine Learning methods show that BVE have no incremental cash flow forecasting power over standard accounting information. Analyses of long-term stock returns on zero-cost brand-owner portfolios and immediate stock price reactions to BVE announcements support the non-relevance of third-party BVE for predicting operating cash flows. Our findings extend to free cash flow and earnings forecasts and hold under alternative methodological specifications.

Empowering Local Brands Through Strategic Branding: Case of MFD Studio

The rapid growth of Indonesia’s fashion sector contributes significantly to the creative economy. This is influenced by the post-pandemic shift in consumer behavior, making the Indonesian fashion market more competitive. Indonesia’s local brands face challenges in competing in this Red Ocean market. One of the local brands facing this challenge is MFD Studio, a local fashion brand from Bandung. MFD Studio faces a challenge in building a strong brand identity and differentiating itself from competitors. This research was conducted using a qualitative approach with semi-structured interviews to explore internal and external perceptions of the brand. Moreover, secondary data analysis was conducted in journals, social media, and e-commerce. The data analysis was developed using brand audit analysis and value proposition canvas in terms of thematic analysis. The results identified that MFD Studio was experiencing challenges in terms of brand awareness and a mismatch between the visual elements and the values it wanted to deliver. According to the analysis results, a comprehensive improvement branding strategy is proposed, focusing on improving a more consistent brand visual identity, strengthening more precise values, and optimizing the use of digital channels to increase interaction with consumers. This strategy is expected to increase brand awareness, strengthen customer loyalty, and drived increased conversion, ultimately strengthening MFD Sttudio’s competitive position in the Indonesian fashion market.

The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective.

This paper aims to build a predictive model that assesses how a healthy lifestyle affects different dimensions of perceived value (quality, social value, emotional value, and economic value) and how these dimensions impact the willingness to purchase healthy brands. A quantitative, non-experimental, and cross-sectional study was conducted with a sample of 515 participants. A self-administered questionnaire was used, and the data were analyzed using the PLS-SEM method. The findings indicate that a healthy lifestyle positively influences the perception of quality and the social, emotional, and economic value of healthy brands. However, only perceived quality, social value, and emotional value significantly impacted the willingness to purchase, while economic value did not show a relevant effect. It is concluded that a healthy lifestyle is a determining factor in the perception of the value of healthy foods, which reinforces the purchase intention, except for economic value. These findings suggest that companies should prioritize strategies that reinforce the quality and emotional and social connections of their products to encourage the consumption of healthy brands. This study contributes theoretically to the perceived value model in emerging markets and provides practical implications for designing more effective marketing strategies in the Peruvian context.

A luxury consumption perspective on motivations for brand value co-creation in emerging markets

A luxury consumption perspective on motivations for brand value co-creation in emerging markets

Research on MaiMen Phenomenon: Co-creating with Consumers

The "MaiMen" phenomenon, a playful internet trend surrounding McDonald's and its products, has captured the imagination of Chinese Generation Z consumers, who have grown up alongside the fast-food brand. This paper explores the co-creative relationship between McDonald's and its devoted customers, often referred to as "Mai Men devotees," who express their loyalty through humor, memes, and social media engagement. The study delves into how this bidirectional interaction not only fosters consumer behavior but also cements McDonald's positive brand image. By examining the multimodal presentation forms of the "MaiMen" culture, including its manifestation on platforms like TikTok and Xiaohongshu, the research highlights the effectiveness of user-generated content in promoting organic brand growth. It is concluded that by integrating consumer voices with brand values and continuously engaging with the audience, McDonald's can maintain a strong, culturally relevant presence. This case study offers valuable insights for other brands seeking to enhance their connection with consumers and build a favorable reputation in an increasingly digital world.

Testing a consumer-based brand equity model for wine tourism destinations

PurposeConsumer-based brand equity (CBBE) has been used in tourism and hospitality to measure the success of firm-level as well as destination-level brands. As wine tourism gained attention during the past two decades, researchers endeavored to use CBBE to understand consumer reactions to different wine tourism destinations. However, research in this domain has been divergent, with many models of CBBE with diverse components, without being validated for different destinations.Design/methodology/approachThe current study tested the validity of a CBBE model with the six most-widely used components, namely brand familiarity, brand image, perceived quality, consumer value, brand value and brand loyalty. The model was first tested for five domestic wine tourism destinations in the United States (n = 247) and retested for five global wine tourism destinations (n = 248). Partial least squares structural equation modeling (PLS-SEM) of data from 495 respondents was used for analysis.FindingsFindings indicated that a four-component CBBE model with brand familiarity, brand image, consumer value and brand loyalty may be a more parsimonious model in the wine tourism destination context.Practical implicationsKnowledge of the CBBE of the destination within which the winery is located will enable the winery to understand the extent to which it can rely on this CBBE for the sale of their wines versus the extent to which they must rely on their own marketing activities to develop CBBE in their specific wine brand(s).Originality/valueThe study is unique in using multiple wine tourism destinations to test a CBBE model.

Interactive Instagram Advertising as an Experiential Offering and Its Impact on Perceived Value of Fashion Brands

Instagram is widely used among fashion businesses to offer richer online shopping experiences. Based upon Pine and Gilmore’s experience economy 4E framework, this study viewed an Instagram ad as an experiential offering and examined the impact of its interactivity on enhancing perceived value of a brand mediated by 4Es. Structural equation modeling results indicate that interactivity within Instagram ads effectively generates entertainment and esthetic experiences, which in turn contribute to utilitarian, hedonic, and social values of a brand. Recognition of the multi-faceted experience derived from Instagram ad’s interactivity will help fashion businesses better develop marketing strategies to enhance targeted consumers’ brand perceptions.

The Impact of Corporate Social Responsibility on Financial Performance of a Company

In the past years, a good deal of theoretical research related to CSR and its influence in the real business arena has been conducted. The impact of CSR on corporate performance is one of the aspects that has received great interest from both scholars and managers. On the other hand, empirical analysis concerned with the moderating effect stemming from long-term business performance and social capital basically needs to be improved in most previous studies. In this paper, based on data of listed companies in China, the methodology of regression analysis was adopted to test the relationships among CSR, financial performance, and brand value, and to further explore how different types of social capital moderate these effects. Indeed, the results show there is a positive significant relevance between CSR and financial performance and brand value. Moreover, both horizontal and vertical social capital positively moderate the impact of CSR on these outcomes. Results also showed differences between companies that were required to disclose CSR information and those that did so on a voluntary basis, and between heavily polluting and non-polluting industries. The paper improves the current theoretical system in this field and provides business managers with some practical reference when considering adoption of CSR. This helps to improve knowledge of corporate sustainable development from the perspective of social responsibility.