Consumer-based Brand Equity Dimensions Research Articles

The Mediation Role Of Brand Preference On The Relationship Between Consumer-Based Brand Equity And Word Of Mouth Marketing

The most important asset needed to achieve the competitive advantage is having a strong brand equity. In this study, the relations between the dimensions of consumerbased brand equity and those of word of mouth marketing were analysed. In addition, the mediating role of the brand preference was checked. The sample consisted of 1000 people living in Istanbul, Ankara, and Izmir. The sampling method used was quota sampling. In the conclusions of this study, it was observed that: there are effects of brand awareness and brand association dimensions on the negative word of mouth marketing, perceived quality on the positive and negative word of mouth marketing, and brand loyalty on the positive word of mouth marketing. Brand preference has a partial mediation role in the relations between the perceived quality dimension of consumerbased brand equity and the dimensions of positive and negative word of mouth marketing.

Measuring and Validating Consumer Based Brand Equity of Emergency Health Care Services by Using 5Q Model of Health Care Service Quality

Purpose – The purpose of the research is to measure the brand equity of emergency health care services by using Aaker (1991) model of Consumer based brand equity. Furthermore, the purpose is to investigate the brand equity through 5Q model of Health care service Quality. Because in previous studies CBBE is not measured through 5Q model.Methodology – The Paper Pencil Method was used to collect data from respondents. A convenience sampling technique used to conduct analyses. 500 Questionnaire was drawn to get the responses from hospital patients.Findings – The Results of study concluded that Emergency healthcare service quality has positive relationship with Consumer based brand equity dimensions. Furthermore brand loyalty and brand image has positive relationship with brand equity in the case of emergency Health care service quality, however brand awareness doesn’t have any relationship with overall brand equity.Research Limitations – The study has been carried out by concentrating on emergency healthcare department using 5q Model that may limit the total process of overall brand equity enhancement of overall services of hospitals.Practical implications – The research results provide insights how Health care service quality and consumer based brand equity constructs is better designed and delivered to enhance overall brand equity that affects hospital services. Originality/Value – A major contribution of this study to first time measure Brand Equity of Emergency Health Care Services. Another distinctive contribution of this research is that it will examine the effect of 5Q model with the combination of consumer based brand equity in the context of healthcare sector.

Effect of Brand Equity on Firms Financial Performance in Consumer Goods Industries

This study aims to find empirical evidence linking consumer based brand equity (CBBE) with financial performance of firms. Aaker’s CBBE approach is adopted and this equity is measured using a questionnaire developed from scales in existing literature. Differing from the extant literature, this study relates CBBE and firms’ performance by taking a direct approach in measuring financial performance by utilizing independently audited financial statements. A face-to-face survey study encompassing 28 companies from a variety of consumer goods industries was carried out in Turkey arriving at 505 valid responses. Firms’ financial performance was assessed using ten different performance indicators derived from financial statements submitted to Istanbul Stock Exchange. Following an exploratory factor analysis to reveal CBBE dimensions, a multiple regression analysis was carried out to test potential effects of CBBE factors on financial performance indicators. As an outcome of the analysis it has been seen that the components of CBBE positively affect most of the financial performance indicators to varying extents. Perceived quality dimension appears to be the major driver of financial performance followed by the composite factor encompassing brand awareness and brand association components.

Electronic games: can they create value for the moderate drinking brand?

Purpose – This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand. Design/methodology/approach – A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA. Findings – The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour. Practical implications – Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package. Originality/value – This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

Measuring the effect of brand equity on the consumers' purchase intention

The purpose of this study is to intend and analyse a model to better understand brand equity. It will help in investigating the effects of overall brand equity and to find out the main drivers of overall brand equity. Analysis will be done using structural equation modelling (SEM). Measurement invariance and stability of the model across the product wheat flour, which is widely available and well-known to Indian consumers, will be tested in the process. Building brand equity will help in generating more value for producers since a more favourable consumer response results from positive brand equity. The result will provide producers with useful insights into brand building. This research case study carried out with support of field survey and subsequent analysis with the help of proven statistical tools will enrich the brand equity literature by empirically examining the relationships among consumer-based brand equity dimensions and its effects on consumers' response.

Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry

Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. Building the brand equity becomes an important source of differentiation. It is widely recognized the important role of brand image in establishing brand awareness and brand attitude. Numbers of research are still debating on relationship among the dimensions of brand equity and yet no conclusive decision has been made. The purpose of the research is to investigate the relationship among the dimensions of brand equity and propose a model that predicts the purchase intention in fashion industry. The result confirms the casual relationship among the dimensions of brand equity. Interestingly perceived quality rather than brand image has stronger impact on brand loyalty and brand loyalty rather than perceived quality has stronger impact on purchase intention. This study contributes the original model of customer based brand equity of Aaker by introducing brand image as one of the assets to measure the brand equity concept. Strategic guidelines are provided to managers in building the brand loyalty.

Comparison of Skin Moisturizer: Consumer-Based Brand Equity (CBBE) Factors in Clusters Based on Consumer Ethnocentrism

This research aims to analyze relevant factors contributing to the four dimensions of consumer-based brand equity in skin moisturizer industry. It is then followed by the clustering of female consumers of skin moisturizer based on ethnocentrism and differentiating each cluster’s consumer-based brand equity dimensions towards a domestic skin moisturizer brand Mustika Ratu, skin moisturizer. Research used descriptive survey method analysis. Primary data was obtained through questionnaire distribution to 70 female respondents for factor analysis and 120 female respondents for cluster analysis and one way analysis of variance (ANOVA). This research employed factor analysis to obtain relevant factors contributing to the five dimensions of consumer-based brand equity in skin moisturizer industry. Cluster analysis and one way analysis of variance (ANOVA) were to see the difference of consumer-based brand equity between highly ethnocentric consumer and low ethnocentric consumer towards the same skin moisturizer domestic brand, Mustika Ratu skin moisturizer. Research found in all individual dimension analysis, all variable means and individual means show distinct difference between the high ethnocentric consumer and the low ethnocentric consumer. The low ethnocentric consumer cluster tends to be lower in mean score of Brand Loyalty, Perceived Quality, Brand Awareness, Brand Association, and Overall Brand Equity than the high ethnocentric consumer cluster. Research concludes consumer ethnocentrism is positively correlated with preferences towards domestic products and negatively correlated with foreign-made product preference. It is, then, highly ethnocentric consumers have positive perception towards domestic product.

Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors

A substantial gap – or disconnect – exists between the stated pro-environmental beliefs and actual consumption behaviors of purportedly green consumers. Given this complicating factor, the construction and execution of successful green marketing strategies generally require more than broad-brush development and applications of short-term marketing plans. This study was initiated to evaluate the influence of managed green marketing mix elements on the dimensions of consumer-based brand equity in a green marketing context, in an effort to develop insights that will allow green marketers to close this gap. The potential moderating influence of consumers' environmental concerns and their consideration of the future consequences of current behaviors are also investigated. A model is developed and tested using a snowballing sample of consumer and five global brands selected from Interbrand. Seven discrete green marketing implications – each related either to the strategic management of green products, promotions, channels, or messages – are revealed.

Heterogeneous sources of customer-based brand equity within a product category

Purpose – Unlike prior consumer-based brand equity (CBBE) research that examines well-known brands in different product categories, the purpose of this paper is to focus on the within-product category differences in terms of the sources of CBBE. Design/methodology/approach – To facilitate the comparison, the paper proposes a hybrid measurement model of CBBE that systematically integrates various existing CBBE dimensions and examines the substantive difference among master brands and their sub-brands within a product category. The model distinguishes the latent CBBE construct from its dimensions, and separates its formative (causes of CBBE) from its reflective (effects of CBBE) dimensions, based on their causal relationship with the construct. Findings – The paper collects CBBE data for multiple soft drink master brands and sub-brands. The paper finds significant differences among them and provides a detailed view that has not been revealed to the marketers before. Originality/value – The paper not only examines a more realistic context for consumers’ marketplace choice but also is more relevant to brand managers who closely monitor their direct competitors’ performance.

Impact of Perceptual Dimensions and Behavioral dimension on brand equity in Pakistan

The purpose of this study is to investigate the effects of consumer-based brand equity dimensions on Pakistani mobile branded market. To do this, data were collected through convenient sampling from 250 consumers of mobile users from Universities and shopping malls. Islamabad and Rawalpindi were selected for data collection. Through self-administered questionnaire based surveys in order to investigate the mobile’s brand as product. The analysis involved Regression and Mean values that, all alternative hypotheses have been accepted. The regression analysis results show all dimensions positively and significantly, influences brand equity. This research study is important in identifying the sources of brand equity in Pakistan’s mobile industry. This is the first study investigating the perceptual and behavioral dimension of consumer-based brand equity of mobile brand in Pakistan. Hence, it makes a contribution for both marketer and practitioners for devising strategies.

The influence of brand equity on consumer responses

Purpose – The purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers ' responses using data from two European countries. Design/methodology/approach – Hypotheses were tested using structural equation modeling (SEM). Measurement invariance and stability of the model across the two national samples was assessed using multigroup confirmatory factor analysis. Findings – Results indicate that brand equity dimensions inter-relate. Brand awareness positively impacts perceived quality and brand associations. Brand loyalty is mainly influenced by brand associations. Finally, perceived quality, brand associations and brand loyalty are the main drivers of overall brand equity. Findings also corroborate the positive impact of brand equity on consumers ' responses. In addition, the general framework proposed is found to be empirically robust across the studied countries. Only a few differences are observed. Research limitations/implications – A limited set of product categories, brands and countries were used. Practical implications – Findings provide useful guidelines for brand equity management. Managers can complement financial metrics with consumer-based brand equity measures to track brand performance over time and to benchmark against other brands. Building brand equity generates more value for corporations since a more favourable consumer response results from positive brand equity. Originality/value – This study contributes to the scarce international brand equity literature by testing the proposed model using data from a sample of consumers in two European countries. It also enriches the brand equity literature by empirically examining the relationships among consumer-based brand equity dimensions and its effects on consumers ' responses.

Consumer-based Brand Equity in the Service Shop

This present study investigated the causal relationships among the dimensions of consumer-based brand equity in the context of service shop; and to improve the conceptualization of service quality, which serves as a sub-dimension of perceived quality. A total of 602 self-administrated questionnaires were distributed via non-probability sampling. Findings suggested that the dimensions of service quality in the service shop were comprised of tangibles, responsiveness, empathy, assurance, recovery, and knowledge. The causal effects of service quality are significantly greater than product cues in formatting favorable consumer response towards the brand. The major contribution is that it provides imperative insight into the development of consumer-based brand equity in the service industry that is based on typology-specific. Future study should include simultaneous examination of the four service quadrants as classified by Schmenner’s (1986), and investigates the universal dimensional of consumer-based brand equity in service industry by typology-specific.

Hierarchical Chain Of Consumer-Based Brand Equity: Review From The Fast Food Industry

The aim of the study was to fill in the gaps in the discussion of the way in which fast food brand equity is developed. A proposed conceptual framework - Hierarchical chain of consumer-based brand equity - was postulated based on the casual relationships among dimensions of brand equity. A comprehensive and extensive literature review helped to develop a brand equity framework. In the fast food industry, the dimensions of consumer-based brand equity are decomposed into brand awareness, brand familiarity, perceived quality, brand image, brand trust and attitudinal brand loyalty, demonstrated three-level hierarchical chain. Brand familiarity, perceived quality, brand image, and brand trust were proposed to serve as mediating variables of other constructs, indicating direct and indirect relationships among brand equity dimensions.

Brand Equity of Luxury Fashion Brands Among Chinese and U.S. Young Female Consumers

Brand equity of luxury fashion brands and their relationships with cultural orientation were studied in college women from a central university in Beijing, China (n = 163) and a large public university in the Eastern region of the United States (n = 121). The Chinese sample revealed a greater degree of collectivism and power distance than the U.S. counterpart, whereas the U.S. sample revealed a higher degree of uncertainty avoidance. For the consumer-based brand equity dimensions (i.e., perceived quality, brand loyalty, brand awareness, brand association), cultural differences were found, with the U.S. sample showing greater scores than the Chinese sample for all but brand loyalty. Overall brand equity of luxury fashion brands was significantly higher in the Chinese than in the U.S. sample. Brand purchase intensions by consumers in each country were accounted for by different brand equity dimensions. Implications for marketers/retailers of luxury fashion brands are discussed.

Destination Branding Case Study: Tracking Brand Equity for an Emerging Destination Between 2003 and 2007

Place branding has become a major focus of operations for destination marketing organizations (DMOs) striving for differentiation in cluttered markets. The topic of destination branding has only received attention in the tourism literature since the late 1990s, and there has been relatively little research reported in relation to analyzing destination brand effectiveness over time. This article reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination over two points in time. The purpose of the project was to track the effectiveness of the brand in 2007 against benchmarks that were established in a 2003 study at the commencement of a new destination brand campaign. The key finding was there was no change in perceived performance for the destination across the brand’s performance indicators and CBBE dimensions. Because of the common challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluating brand performance over time.