Consumer-based Brand Equity Dimensions Research Articles

Exploring the Role of Brand Equity on Customer Satisfaction and Brand Loyalty: A Case Study of Browcyl's Signature Makassar Snacks

This study aims to explore the relationship between consumer-based brand equity and brand loyalty, with an emphasis on the mediating role of customer satisfaction in the specific context of the cake shop segment within the restaurant industry. Employing Structural Equation Modeling (SEM) through LISREL, this research analyzes data collected from customers of Browcyl’s cake shops in Makassar. The model focuses on examining the impact of five dimensions of consumer-based brand equity on customer satisfaction and, subsequently, on brand loyalty. The results indicate that three out of the five dimensions of consumer-based brand equity significantly and positively influence customer satisfaction. In turn, customer satisfaction has a strong, positive impact on brand loyalty. This highlights the pivotal role of certain brand equity elements in enhancing customer satisfaction, which is a key driver of brand loyalty in the cake shop sector. The study offers valuable insights for practitioners in the restaurant industry, particularly in the cake shop sector. It suggests that focusing on specific aspects of brand equity can significantly improve customer satisfaction, leading to increased brand loyalty. This provides a strategic direction for cake shop owners and marketers to strengthen their brand equity in ways that resonate with their customers.

The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic

PurposeThis study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.Design/methodology/approachA total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.FindingsThe authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.Originality/valueThis study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.

The Relationship between CSR and CBBE in Sub-Saharan Africa: The Moderating Role of Customer Perceived Value

ABSTRACT Relying on the concepts of corporate social responsibility (CSR) and consumer-based brand equity (CBBE) to better understand sub-Saharan African urban marketplaces, this article puts forward a conceptual framework whose objective is to a) investigate the effect of CSR on multiple dimensions of CBBE and b) investigate the moderating role of customer perceived value (CPV). Survey data are from 501 consumers in Ghana and are analyzed using structural equation modeling. Findings suggest that engaging in CSR unquestionably improves all aspects of brand equity such as brand awareness, brand image, brand quality, and brand loyalty. We also find that the relationship between CSR and CBBE is moderated by CPV across all CSR-CBBE relationship. These findings have important implications for CSR, branding, international business and marketing in the Ghanaian marketplace.

Impact of Social Media Marketing on Consumer-Based Brand Equity

This research paper explains the impact of social media marketing on the dimensions of Consumer-Based Brand Equity (CBBE) in fast-food restaurants. This relationship is tested between dimensions of social media marketing and brand loyalty, moreover, the relationship is also tested through the mediating effects of brand awareness and brand image. The study consisted of 312 social media users as survey respondents. Most of the respondents were from the age bracket of 21-30 since people of this age are most active on social media platforms. The study provides empirical evidence and proof regarding the impact of social media marketing on brand loyalty with brand awareness and brand image as mediating variables. It has been identified that investing efficiently in these variables would help the firms to increase customer loyalty. Each variable was found to have a positive impact on brand loyalty; however, the User-Generated Content (UGC) and Firm-Generated Content (FGC) were found to have an insignificant impact on brand loyalty directly. The findings of this research indicated that exploiting these variables effectively might provide fruitful and productive marketing results for the firms. A brand needs to be active on social media or should hire an agency on its behalf to manage its social media network in order to create awareness among the customers about its presence. Firms should take into account the social media communication of the brand as part of their marketing plan as it has become essential in today’s era.

Influence of Consumer-Based Brand Equity on Brand Loyalty Through Customer Satisfaction

The purpose of this study is to analyze the effect of Consumer-based brand equity on Brand loyalty through Customer satisfaction. This study used purposive sampling data collection techniques. This study was analyzed using the Structural Equation Model (SEM) analysis method. The results of this study indicate (1) The Influence Dimensions of Consumer-Based Brand Equity on Customer Satisfaction, where (1a) Perceived quality has no positive effect on Customer satisfaction; (1b) the Perceived value of cost has a positive effect on Customer satisfaction; (1c) Brand identification has no positive effect on Customer satisfaction; (1d) Trust has a positive effect on Customer satisfaction; (1e) Lifestyle congruence has a positive effect on Customer satisfaction. (2) Customer satisfaction has a positive effect on Brand loyalty. (3) The Influence Dimensions of Consumer-Based Brand Equity on Brand loyalty through Customer Satisfaction, where (3a) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in full; (3b) Customer satisfaction mediates the influence of Perceived value of cost on Brand loyalty in partial; (3c) Customer satisfaction mediates the influence of Brand identification on Brand loyalty in partial; (3d) Customer satisfaction mediates the influence of Trust on Brand loyalty in full; (3e) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in partial. The advice for further researchers can conduct research on various types of other food and baverage businesses, such as restaurant, bakeries, and cafes.

The influence of eWOM valence on brand equity dimensions and on purchase intention

The purpose of this study is to explore the relationship between electronic word of mouth (eWOM) valence, consumer-based brand equity (CBBE) dimensions, and purchase intention. An online survey was conducted to collect the data, with a total of 209 valid responses. The study conducts a confirmatory factor analysis (CFA) and Structural Equation Modeling (PLS-SEM). Results provided support for role of eWOM valence in influencing the development of CBBE. Specifically, eWOM valence strongly influences consumer perception of brand quality. Perceived quality and brand preference have strong and positive impact on purchase intention, confirming the importance of brand equity in building purchase intention toward a brand. The study is one of the first to examine the effects of eWOM valence on CBBE dimensions, demonstrating the importance of eWOM valence in the building of brand equity.

Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions

This paper aims to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity (CBBE) and its impact on purchase intention. It is a quantitative study based on a survey conducted with 622 smartphone users. The theoretical hypothesis test was performed by structural equation modeling (PLS-SEM) and ordinary least squares (OLS) regression to analyze the mediation effect. The results demonstrate that brand awareness does not directly impact purchase intention. This effect is only observed when it is mediated by the three dimensions of CBBE - perceived quality, brand associations, and brand loyalty. This investigation makes two major contributions. First, it demonstrates that knowing a brand is not enough to generate consumers’ purchase intent. Second, it uses the mediating effect of the other dimensions of CBBE (associations, loyalty, and perceived quality) to demonstrate that brand awareness acts as a first step in building brand value for consumers.

Analysis of the Relationship Between Consumer-Based Brand Equity, Experiential Marketing, Customer Satisfaction, and Customer Loyalty at Starbucks Coffee in Karawang

This study aims to analyze the relationship between consumer-based brand equity, experiential marketing, customer satisfaction, and customer loyalty at Starbucks Coffee in Karawang. One of the marketing approaches to support the creation of customer loyalty is to market products using experiential marketing. By integrating the elements of emotion, logic, and general thought processes, a relationship with customers can be built which can not only increase customer satisfaction but also foster customer loyalty. The number of samples studied was 110 respondents via the internet, customers who had visited Starbucks Coffee in Karawang using non-probability sampling. The analytical tool used descriptive analysis and multiple regression methods. The results showed that the dimensions of consumer-based brand equity, namely physical quality, ideal self-congruence, and lifestyle congruence are factors that have a positive effect on customer satisfaction. However, staff behavior does not affect customer satisfaction. The experiential marketing dimension consisting of feelings, thoughts, and actions also has a positive relationship with customer satisfaction, although feelings do not affect customer satisfaction. In the evaluation of customer satisfaction, it is proven that customer satisfaction has a significant effect. This shows that the higher the customer satisfaction, the higher the loyalty of the Starbucks Coffee Karawang outlet customers

An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education

PurposeThis study aims to use a holistic approach to empirically examine the direct and indirect relationships of both core and supporting consumer-based brand equity (CBBE) dimensions from students’ perspectives and the underlying impact they have on building a robust university brand equity. It also tests whether student perceptions of the importance of the brand equity constructs significantly differ based on demographics.Design/methodology/approachThe study adopts the core and supporting university brand equity dimensions that have been tested for reliability and validity in prior research. Data were collected at a major university in the USA. The study used judgment sampling to carefully select a targeted sample of various colleges and class levels. A total of 439 useable surveys were collected.FindingsThe results of partial least squares–structural equation modeling reveal significant relationships between both core and supporting brand equity dimensions. The core brand equity dimensions include brand awareness, perceived quality, brand association, brand trust, learning environment, emotional environment, university reputation and brand loyalty. The supporting brand equity dimensions include library services, dining services, residence hall and physical facilities. Significant direct and/or indirect relationships were found between the core and supporting CBBE dimensions. The demographic variables of gender, semester standing and living arrangement also influence the importance of some of the core and supporting dimensions.Practical implicationsThe results suggest that females, freshman and students living on-campus require specific attention in higher education. For a better representation and understanding of the university student population, we recommend that future studies use probability sampling and multiple universities for cross-validation.Originality/valueUsing the brand ecosystem framework, this is the first comprehensive study testing the relationships between both core and supporting CBBE dimensions in higher education. The study offers valuable insights to university stakeholders for building a strong university brand. It also confirms that the measures of the CBBE brand equity dimensions are valid and are applicable to other higher education institutions.

Effect of Brand Equity on Consumer Buying Behavior

The purpose of this paper is to propose and test a model for getting a more comprehensive understanding of brand equity. It aims to analyze the effects of this construct on consumer’s responses using two European countries' data. SEM structural equation modelling was used through which the hypotheses were tested. Measurement invariance and stability of the model across the two national samples were fairly assessed by using multi-group confirmatory factor analysis. The results indicate that dimensions are inter-relatable to brand equity. There is a positive link between brand awareness which impacts brand associations and perceived quality. Brand loyalty is highly relatable by brand associations. At last, all of these are interlinked with brand equity linked to perceived quality, brand associations & brand loyalty. These possible findings link the positive impact of brand equity on the responses of consumers. The proposed general framework is generalized across all nations. Only a few differences were observed. A few in stock of a set of product categories, brands and countries were used. The practical implications of the study provide essential implications for brand equity management. These financial metrics can fit with consumer-based equity measures to better check brand performance over time against competitors to increase quality standards against others. Favourable feedback results in better branding. Moreover, the proposed model using data from a sample is used to study the limited international brand equity literature in two countries. It also enlightens the brand equity literature by empirically in-depth analyzing the relationships between consumer-based brand equity dimensions and their effects on consumers’ responses.

The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector

Purpose: This paper focuses on the effects of positive and negative online reviews (eWOM) on the metrics of consumer-based brand equity (CBBE) in the context of the Polish restaurant sector. Methodology: The dedicated online survey was completed by 777 consumers, which we then analyzed with structural equation modeling. Each catering outlet was to allow to order meals online. We used descriptive analysis, confirmatory factor analysis, and path analysis to test the hypotheses. Findings: The findings suggest that positive online reviews affect each CBBE variable in the online catering outlet’s context. In the case of known catering establishment’s offering in the option of placing orders via online platforms, negative eWOM only affects the perceived quality and brand loyalty. However, it does not change brand awareness and brand association. Implications: This paper contributes to the body of literature on eWOM, which to date offers very little understanding of the topic of positive and negative online reviews and CBBE dimensions. Moreover, in terms of practical and managerial applications, this study can be used to delineate strategy in terms of management of eWOM to optimize brand strategies.

A Measure of Social Media Marketing: Scale Development and Validation

With the evolution of social media the world has witnessed an information explosion. The role of social media in influencing the consumer behavior is huge, but the studies conducted in these areas are insignificant. Scholars have identified different variables over time to study social media marketing, but functionality-based approach was only investigated by Babac (Impact of social-media use on brand equity of magazine brands: A qualitative study of Vogue Turkey, Unpublished Master’s thesis, 2011) and Tresna and Wijaya (iBuss Management, 3: 37–48, 2015). Tresna and Wijaya’s (iBuss Management, 3: 37–48, 2015) study was based on Instagram, therefore, their scale could not be used for Facebook, because of the difference in website functionalities. Most of the social media marketing activities are carried on Facebook and to measure these marketing efforts a research instrument is needed. Therefore, this study is an attempt to develop a measurement scale to assess the influence of social media functionalities. In order to identify the factors of social media, exploratory factor analysis (EFA) was run on a sample of 122 respondents in SPSS 20. EFA was run on 34 items and seven items were removed in the first round. In the second round EFA was run on the remaining 27 items and five items were dropped. Third time when EFA was run, all 22 items loaded well on the seven factors of social media with a cumulative variance of 82.95 percent. The scales reliability was tested by using Cronbach’s alpha which was above the threshold. Further the scale was also tested for convergent and discriminant validity, that indicated positive results. Therefore, 22 items scale to measure seven functionalities of social media websites was found to be reliable and valid. This study is unique because, a measurement scale to investigate the influence of social media functionalities of Facebook is developed. Previous study was based on Instagram and only six functionalities were measured, whereas this study has filled that gap by providing a full-fledged scale to measure the seven functionalities of social media. This scale can be further used to study the impact of these seven functionalities on various dimensions of consumer-based brand equity, purchase intentions, and brand experience.

The impact of source credible online reviews on purchase intention

PurposeThis study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present study tries to determine which the Aaker’s (1991) brand equity dimensions have the mediating roles between source credible online reviews and purchase intention.Design/methodology/approachData were collected from select e-commerce site’s brand community on Facebook social media platform through Google form application. The present study first determines the reliability of the variables. To check the unidimensionality of the variables, exploratory factor analysis has been performed. This study makes use of structural equation modeling bootstrapping method to examine the mediating effects of brand equity dimensions between source credible online reviews and purchase intention.FindingsData analysis reveals that marketers should concentrate more on brand awareness and perceived value, which ultimately influence the purchase intention of the consumers.Originality/valueThis paper is one of the first that examines the mediating effects of consumer-based brand equity dimensions between source credible online reviews and consumer’s purchase intention. Further, the present study integrates source credibility theory and attribution theory to develop the research model.

EFFECTS OF CONSUMER BASED BRAND EQUITY ON PERCEPTION OF COUNTERFEIT BRANDED PRODUCTS

Günümüzde orijinal markalı ürünlerin taklitleri üretilmeye başlanmış ve taklit markalı ürünler dünya pazarında önemli bir paya sahip olmuştur. Öyle ki bazı taklit markalı ürünler pazara hakim olma konusunda orijinal markalardan bile önce gelmektedir. Taklit markalı ürün üreten işletmelerin orijinal markalı ürünlerde taklit edemediği marka değeri kavramı bu noktada büyük önem kazanmaktadır. Bu çalışmada, tüketici temelli marka değeri boyutlarının (marka sadakati, marka farkındalığı, marka çağrışımı ve algılanan kalite) tüketicilerin taklit markalı ürün algıları üzerindeki etkilerini belirlemek amaçlanmıştır. Bu amaç doğrultusunda Gümüşhane Üniversitesi merkez kampüsünde öğrenim gören öğrenciler araştırmanın ana kütlesi olarak belirlenmiştir. Seçilecek örneğin ana kütleyi temsil gücü yüksek olması için tesadüfi örnekleme yöntemlerinden zümrelere göre örnekleme metodu kullanılmış ve enstitü, fakülte ve yüksekokullardan toplam 501 üniversite öğrencisine yüz yüze anket uygulanmıştır. Anket sonucunda elde edilen veriler çeşitli istatistiksel yöntemlerle analiz edilmiş ve tüketici temelli marka değeri boyutlarının tüketicilerin taklit markalı ürün algıları üzerinde pozitif etkilerinin olduğu tespit edilmiştir.

Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer brand engagement is treated in the current study as multidimensional constructs comprising three main aspects: cognitive processing (CP), affection (AF), and activation (AC). It was also proposed a direct influence for these three aspects of CBE on consumer-based brand equity (CBBE). Using online surveys, we gathered data from fans/followers of mobile phone service providers, via Facebook fan pages in Jordan. The data were analysed using structural equation modelling. Based on structural equation modelling analyses (SEM), it was supported that CBE aspects were largely predicted by the role of consumer involvement (INV), consumer participation (COP), and self-expressive brand (SEB). However, we find that activation impact one dimension of the CBBE dimensions, namely, brand loyalty. Further, we find that brand awareness/associations affect perceived quality but not brand loyalty. To validate the CBE scale, future studies could investigate the impact of the scale using other social media platforms for different brands. The limited amount of empirical research on CBE was the motivation behind this research. In particular, there is no study that has investigated the main predictors of CBE and its consequences over developing context by proposing and testing the association between the antecedents of CBE with the dimensions of CBE, which in turn affect the dimensions of CBBE.

The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: The case of Egypt

The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: The case of Egypt

Approaches that Affect Consumer-Based Brand Equity

Current studies on factors affecting the dimensions of consumer-based brand equity have been dispersed, applicable to specific contexts and not systematized in the literature. So, the purpose of this paper is to identify and categorize factors that create, increase or decrease each of the consumer-based brand equity dimensions: brand associations, brand awareness, perceived quality and brand loyalty. The extensive analysis of literature shows that there are significant differences between factors affecting each of the brand equity dimensions. Factors that positively affect one dimension cannot have the same effect on another. Moreover, it notes that the effect of such factors is variations when analyzed in different sectors and economic contexts. The main contribution of this research lies in the fact that it provides a research panorama already conducted on factors affecting the dimensions of consumer-based brand equity, indicating a potential for development of future studies. This research also enriches the literature categorizing the factors identified in the literature in four sets that allow the future targeting studies.

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This article studies the extent to which CBBE manifests itself in SBBE and marketing-mix response using ten years of IRI scanner and Brand Asset Valuator data for 290 brands spanning 25 packaged good categories. The authors uncover a fairly strong positive association of SBBE with three dimensions of CBBE—relevance, esteem, and knowledge—but a slight negative correspondence with the fourth dimension, energized differentiation. They also reveal new insights on the category characteristics that moderate the CBBE–SBBE relationship and document a more nuanced association of the CBBE dimensions with response to the major marketing-mix variables than heretofore assumed. The authors discuss implications for academic researchers who predict and test the impact of brand equity, for market researchers who measure it, and for marketers who want to translate their brand equity into marketplace success.

Green marketing strategies: how do they influence consumer-based brand equity?

This paper examines the effects of green marketing strategies on the dimensions of consumer-based brand equity (CBBE). This study addresses a gap in literature green consumers' stated pro-environmental beliefs and actual consumption behaviours of purportedly green consumers. Drawing upon relevant extant literature, the paper proposes a research model to evaluate the relationship between green marketing mix elements and the dimensions of CBBE. With data collected from consumers in Saudi Arabia, the research model is tested by a two-stage process. First stage is to assess reliability and validity of the measurement model. Second stage is to test the various hypotheses. The results of the conceptual analyses are presented. Managerial implications and limitations are discussed. This study makes a valuable contribution to literature given the growing importance of ecological and sustainability concerns and the efforts marketing firms have been making to have a better understanding of green consumers.

Identifying the Key Dimensions of Consumer-based Brand Equity Model: A Multivariate Approach

Identifying the Key Dimensions of Consumer-based Brand Equity Model: A Multivariate Approach