Building Brand Equity Research Articles

The role of influencer marketing in building rural brand equity among generation Y customers

In the current fast paced competitive digital marketing era, businesses explore every possibility to differentiate their brand, retain customers and remain resilient. Contrary to the popular usage of conventional celebrity endorsements, modern businesses are often turning to social media influencers for their brand marketing initiatives, using popular social media platforms. Currently, it is unknown how successful local non-celebrity influencer endorsements are in building brand equity among generation Y. The purpose of this paper was to explore the perceptions of generation Y customers on building local beauty brand equity through influencer marketing. A questionnaire using Google form was given to generation Y customers, recruited using a convenience sampling technique. A total of sixty-two (62) generation Y customers were recruited in the study. The results indicated that only few of the generation Y customers (n = 16; 25.81%) had positive perception about building local beauty brand equity through influencer marketing, while (n = 28; 45.16%) said that influencer marketing is sustainable. Furthermore, 45.55% (n=27) felt that influencer marketing is important for beauty brand industries. The study concludes that authenticity is a crucial factor in determining the impact of influencer marketing on building brand equity. Moreover, authentic influencers who genuinely interact with their audience and conform to local preferences greatly contribute to fostering strong brand connections.

The Influence of Social Media Brand-Related Communication on Brand Equity and Consumer Response Towards Online Bootcamp Brands in Indonesia

Education technology industry in Indonesia is experiencing rapid growth, marked by increased adoption and projected revenues, leading to the emergence of companies offering bootcamp services and using social media as a primary promotional tool. This study aims to examine the impact of social media brand-related communication, specifically Firm-Created Content (FCC) and User-Generated Content (UGC), on Brand Equity and consumer response in the online bootcamp market in Indonesia. Using a quantitative approach and online survey method, data were collected from 203 respondents and analyzed using Structural Equation Modeling (SEM). The study reveals that both FCC and UGC are effective tools for building brand equity and enhancing consumer response. Therefore, online bootcamps should focus on developing and implementing effective FCC and UGC strategies to achieve success in this competitive market

Perceptions of CSR initiatives as a strategic driver in strengthening relationships among banks and Italian consumers: an empirical approach in the Italian banking context

PurposeCorporate social responsibility (CSR) activities are increasingly prominent in the current agendas of firms, regulatory agencies and consumers worldwide. It is vital for banks to understand how consumers perceive CSR activities, as such activities strengthen their brand equity building. This study examines the relationship between financial consumers’ perceptions of banks’ CSR initiatives and brand equity, identifying a mediating influence of consumer trust and satisfaction.Design/methodology/approachThe survey was conducted by distributing questionnaires to Italian banking consumers (941 valid responses). The research hypotheses were tested using structural equation modeling and confirmatory factor analysis.FindingsOur analysis reveals that consumers’ perceptions of banks’ CSR initiatives directly affect brand equity. Moreover, trust and satisfaction positively mediate the relationship between consumers’ perceptions of CSR initiatives and brand equity in the Italian banking industry.Originality/valueThese findings advance understanding by making a novel contribution to the literature; they also have managerial implications. In terms of literature advancement, we provide new evidence related to a context with specific features, namely Italy. From a managerial perspective, this study highlights the importance of informing Italian customers about and promoting awareness of sustainable activities. In turn, client perceptions affect the banks’ value.

A Study on Impact of CSR on Brand Reputation and Consumer Behaviour

Corporate Social Responsibility (CSR) has emerged as a key factor influencing brand reputation and consumer behaviour. Companies that actively engage in CSR initiatives demonstrate a commitment to social and environmental issues, which can enhance their reputation and foster consumer trust. When brands are perceived as socially responsible, consumers are more likely to develop positive attitudes, leading to increased loyalty and advocacy. CSR initiatives, such as sustainability efforts, ethical sourcing, and community engagement, often differentiate brands in competitive markets, giving them a favourable edge. Furthermore, consumers today are more socially conscious, and their purchasing decisions are increasingly influenced by a brand’s CSR practices. Brands that prioritize CSR can attract this growing segment of consumers who value ethical and responsible business practices. However, insincere or poorly executed CSR efforts may have the opposite effect, causing reputational damage and eroding consumer trust. Therefore, for CSR to have a positive impact on brand reputation and consumer behaviour, it must be authentic, well-communicated, and integrated into the company’s core values and operations. In conclusion, CSR is a powerful tool for building brand equity, fostering consumer loyalty, and driving long-term business success.

Penerapan Social Media Marketing Pada Kinasih Resort & Conference Bogor

Marketers today view social media as a great potential to increase market share. Companies can use social media marketing to sell products, build brand equity, and grow greater customer loyalty. This study aims to determine: 1) Implementation of social media marketing at Kinasih Resort & Conference Bogor; 2) Obstacles in implementing social media marketing at Kinasih Resort & Conference Bogor; 3) How to overcome obstacles in implementing social media marketing at Kinasih Resort & Conference Bogor. The results of this study include: 1) Implementation of social media marketing including utilizing social media platform features, creating account identities, and communicating with prospects through broadcasts; 2) Obstacles that arise in implementing social media marketing including obstacles in increasing traffic and leads because targets often respond slowly to communication; 3) solutions that have been implemented by the company include diligently checking targets and rechecking in making offers. Keywords: social media marketing, digital marketing, social media

Identifying Positioning Axes for Building Brand Equity in Cork Fashion Products

Identifying Positioning Axes for Building Brand Equity in Cork Fashion Products

A Study on Internal Branding – Developing a Predictive Model for the Indian Service Sector with Reference to Bharti Airtel

In recent times, internal branding has gained importance in the marketing literature because researchers identify that corporate brand management not only associates external actions but also an internal approach that involves employees. Although the growing interest, there is no agreement among authors about experiences, measurements, and outcomes of internal branding. Currently, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is an organized literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.

Increasing customer equity through customer relationships on social media

This paper aims to propose and test a model of the influence of customer relationships on increasing customer equity, which has implications for consumer purchase intentions of retail products influenced by social media. We sent an online questionnaire to 476 respondents. Data analysis used the AMOS 24 structural equation modeling approach with the stages of measurement models and structural models of hypothesis testing. The study's results explain that the three factors forming a customer relationship can affect an increase in customer equity. Of the three dimensions, only brand equity can increase consumer purchase intentions. Meanwhile, value equity and relationship equity have negative results on purchase intention. Online sales through social media not only focus on the products offered but also require building brand equity, which determines consumer purchase intentions.

Peran Public relations dalam Membangun Ekuitas Merek Mobil Listrik Wuling Air EV di Indonesia

This research employs a quantitative research methods to analyze the important role of Public relations (PR) in building brand equity and the existence of Wuling Air EV electric car products in Indonesia. In an era that increasingly emphasizes environmental issues, the automotive industry is turning to environmentally friendly vehicles such as electric cars. Wuling, as a newcomer in this market, faces challenges in building consumer trust and competing with established brands. Through effective PR strategies, such as media relations, digital campaigns, and active participation in social media, Wuling strives to increase brand awareness, positive image, and customer loyalty. With a focus on educating consumers about the benefits of electric vehicles, Wuling Air EV is expected to maintain and strengthen its position in the competitive automotive market.

The Effectiveness of Social Media Marketing Activities in Building Brand Equity and Patient Trust and its Influence on Visit Intention in Private Hospitals

Technological developments and increasingly fierce competition for private hospitals have forced private hospitals to innovate with each other to promote their services through social media. The research aims to measure how effective the implementation of social media marketing activities is in building brand awareness, brand image, brand equity, and trust from private hospital patients and their influence on visit intention. This study uses quantitative methods, and the data obtained will be processed using CB-SEM with the IBM AMOS application, analyzing 264 questionnaire responses. The study results show that social media marketing activities affect brand awareness, brand image, and trust but do not affect visit intention. Meanwhile, trust and brand equity have a significant impact on visit intentions. However, brand awareness does not affect brand image, yet both significantly impact brand equity. This study shows that collaboration between variables is needed to impact patient visit intentions positively. It is hoped that this research can help the management of private hospitals and other health facilities in forming marketing strategies through social media activities.

Peran Social Media Marketing Activities dalam Membangun Brand Equity dengan Mediasi Brand Trust, Brand Image, Brand Awareness pada Produk SOMETHINC di Indonesia

In the digital era, the existence of social media marketing activities is a strong driver for exclusive marketing trends in various industrial sectors, one of which is local product SOMETHINC. The research aims to analyze the role of social media marketing activities in building brand equity and the mediating role of brand awareness, brand image, and brand trust. The data collection method used purposive sampling and obtained data from 258 respondents. Data were analyzed using the Partial Least Square technique with Structure Equation Modeling (PLS-SEM). The results showed that brand trust, brand image, and brand awareness had a significant relationship to brand equity, but social media marketing activities did not significantly shape brand equity. However, the results of the study found that the mediating role of brand trust, brand image, and brand awareness can increase the effectiveness of the role of marketing activities through social media to form brand equity. The research results imply that brand awareness, brand image, and brand trust that consumers have towards SOMETHINC brand are proven to have a positive impact on increasing brand competitiveness in the market. Implementing a targeted and effective marketing strategy will strengthen brand equity in the market.

Integrated Marketing Communication Strategy to Increase Brand Equity of BPJS Kesehatan

BPJS Kesehatan, the implementing body of the JKN Programme, is confronted with the challenge of maintaining program sustainability due to a significant number of inactive participants in the PBPU segment, a situation primarily attributed to the organization’s low brand equity. The primary research objective of this study is to To develop integrated marketing communication strategy to increase BPJS Kesehatan brand equity. The methodelogy used is qualitative and quantitative research. Despite possessing commendable competitive advantages and offering the most affordable healthcare options, BPJS Kesehatan’s struggle stems from deficiencies in marketing communication. Internally, the organization recognizes its potential to build brand equity but acknowledges a gap in marketing communication effectiveness and message coherence. Externally, the PBPU segment exhibits low brand equity, notably in terms of loyalty and awareness towards the JKN program. The identified target demographic for BPJS Kesehatan within the PBPU segment includes individuals aged 18-35, residing in urban and densely populated areas, with an upper-class socioeconomic status. While these individuals generally express trust in BPJS Kesehatan, they lack awareness of the program details. To address these challenges, a recommended strategy involves implementing an Integrated Marketing Communication approach with a specific theme: “ease of health insurance, which is reliable.” Key messages emphasizing affordability, accessibility, quality, value, convenience, technology, and social impact should be conveyed. Utilizing diverse marketing channels such as television, online video, social media campaigns, mobile app optimization, and events can enhance communication effectiveness. Additionally, BPJS Kesehatan should consider developing supplementary benefits to augment services and increase participant loyalty. It is also crucial to empower employees to serve as effective communicators, enhancing their assertive communication skills to bolster the organization’s overall communication strategy.

Building brand equity as a dynamic capability during Gautrain public–private partnership patronage guarantee controversy

Learning outcomes After completion of the case study, the students will be able to gain knowledge on public–private partnerships (PPPs) in emerging markets; understand how to apply the sensing element of the dynamic capabilities framework in analysing context, especially in emerging market context; and understand how to apply the dynamic capabilities framework to the process of developing brand equity. Case overview/synopsis On 20 March 2020, in Johannesburg South Africa, Dr Barbara Jensen Vorster, the head of corporate communications and marketing at the Gautrain Management Agency, was considering her dilemma of how to manage stakeholders at a time when the patronage guarantee was under question. The nature of the Gautrain PPP transport contract entailed a revenue guarantee that was called a patronage guarantee. How did they build their Gautrain brand equity during the Gautrain PPP patronage guarantee controversy? This case study highlights the perspectives of multiple stakeholders which places the Gautrain brand equity under strain. The Gautrain brand identity was created to project an integrated, overarching brand position for the construction project and later the operating company. The logo illustrated Africanisation, and the slogan “For People on the Move” represented a modern collaborative approach. Upholding the status of the brand is an important quest for the corporate communications and marketing team, and therefore the issue around the patronage guarantee must be addressed. This case study illustrates contrasting views about the Gautrain being elitist versus the rapid rail train enabling economic prosperity. The pro-prosperity versus pro-economic development values were at the heart of the different opinions around the patronage guarantee. Students are therefore confronted with their own values while the case study aims to drive an awareness or consciousness around these issues in an emerging market. Complexity academic level This case study is appropriate for advanced undergraduate and Master of Business Administration courses focused on marketing, communications and/or stakeholder management, such as in business and society courses. At both levels, the case study will be valuable in generating discussion on communications models and how to manage stakeholders ranging from government to community representatives. In courses where dynamic capabilities theory is taught, this case study will offer a specific application of this model in the context of brand communications and building brand equity in times of controversy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Branding fashion through gameplay: the branded gaming and the cool dynamics in the fashion markets. A game-theory approach

PurposeThe aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.Design/methodology/approachA quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.FindingsThe findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.Originality/valueThe study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

Examining the impact of internal marketing strategies on employee-based brand equity benefits

PurposeThe primary purpose of this research is to conceptualise and validate the comprehensive framework for effectively measuring and managing employee-based brand equity (EBBE) benefits. The study endeavours to integrate professional and socio-emotional facets of employees' into the proposed model, lending it a more holistic approach.Design/methodology/approachThe study focusses on the banking sector in Kosovo, employing structural equation modelling to analyse data from a sample of 325 employees.FindingsBoth professional and socio-emotional perspectives significantly influenced brand knowledge, positively impacting EBBE benefits such as employee satisfaction, retention and positive word of mouth (WOM). These findings provide empirical support for the theoretical assumptions concerning the role of professional and socio-emotional perspectives in building EBBE.Research limitations/implicationsTheoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.Practical implicationsThe study offers practical implications for the banking industry and similar contexts, suggesting robust internal marketing strategies prioritising professional development and socio-emotional connectivity. Theoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.Originality/valueThe paper presents an original contribution to the field of brand equity research by proposing and validating a novel framework for EBBE that uniquely integrates both professional and socio-emotional dimensions of employees' experiences. This approach is particularly innovative within the context of the banking sector, offering new empirical insights.

Finding reasons to choose a campus: The impact of social media and brand strategy

AbstractThis study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM‐SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in‐depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.

Relationships among happy songs, store brand image, and store brand awareness

In this study we investigated the relationship between happy songs and store brand equity. In particular, we emphasized two pivotal components of brand equity (store brand image and store brand awareness), and explored the underlying mediating mechanism of these relationships. A survey study was conducted in a fashion store, where 266 customers (127 men and 99 women) reported their perception of happy songs, store brand image, and store brand awareness. Structural equation modeling revealed a positive relationship between happy songs and store brand image, and this link was, in turn, positively related to store brand awareness. Thus, store brand image played a mediating role in the relationship between happy songs and store brand awareness. This study contributes to better understanding of the relationship between store music and store brand equity, providing practical insights for retailers to build brand equity by using music cues in their stores.

Role of Traditional and Online Advertisement in Building Brand Equity: A Study on Selected Household Appliances

Role of Traditional and Online Advertisement in Building Brand Equity: A Study on Selected Household Appliances

Exploring the dimensions of NGO donor‐based brand equity: A literature review

AbstractThe increasing participation of nongovernmental organizations (NGOs) in addressing developmental issues has resulted in a surge of NGOs globally and, consequently, intensified the competition among them for donations. NGOs, a type of nonprofit organization (NPO), have a distinctive characteristic: promoting a particular cause, which often pertains to social and political issues in an international context. The enhanced brand equity of NGOs can result in increased donor attraction, leading to a rise in both their amount of donations and donor loyalty. Conceptualizations of NGO brand equity, however, are scarce. This study thus critically reviews the current literature on NPO brand equity and proposes some guidelines for future, distinctive donor‐based brand equity models for NGOs. Our results also have important managerial implications for NGOs, highlighting relevant aspects in the brand equity building process that suggest future lines of research.

Tiktok Micro Influencer as a New Communication Marketing Tactic in Building Brand Equity

Marketing influencer is a recent phenomenon occurs due to the marketing era 4.0. This study aimed at elaborating Tiktok micro influencer as a communication tactic in marketing field to build brand equity at WYAH Art & Creative Space Ubud. Qualitative method was used as a research design particularly by adapting case study model. The subjects were one Tiktok micro influencer, 2 visitors, and 2 marketing staffs of WYAH Art & Creative Space Ubud. The data were collected by conducting observation, interview, and document analysis through the use of observation sheet and interview guide. The collected data was analysed quantitatively by using Qualitative Data Analysis. The findings showed that TikTok micro influencer could be used as an opinion leader in marketing communications. The vibes of normal people shown by the Tiktok micro influencer delivered the message naturally. Marketing communication tactics with TikTok micro influencer could be used free of charge to communicate and build a brand equity for WYAH Ubud through creating awareness in all components of TikTok micro influencer. They could communicate the brand image of WYAH Ubud and create high awareness among TikTok users. Continuously, this tactic built a strong brand equity for its brands, including WYAH Ubud.