Consumer-based Brand Equity Research Articles

The role of consumer-based brand equity on the prolongation of trademarks

AbstractTrademarks are an integral part of a firm’s brand equity. While extant research looked at the outcomes of trademarks, e.g., a firm’s financial valuation, profitability, and productivity, limited knowledge exists regarding the factors influencing a company’s decision to prolong or terminate trademarks. For the first time, the presented research investigates the effects of consumer-based brand equity (CBBE) dimensions on the decision to prolong or terminate trademarks and how trademark characteristics and the level of regulation in a product category moderate these effects. Utilizing a unique dataset covering 25 countries and 56 product categories from 2001 to 2019, tracking 1,446 trademarks, this research establishes empirical evidence for CBBE’s critical role in trademark prolongations. The CBBE dimension relevant stature (reflecting brand knowledge, esteem, and relevance) positively affects trademark prolongation, whereas the CBBE dimension energized differentiation (reflecting brand uniqueness) negatively impacts trademark prolongation. Specifically, brand-association trademarks and trademark age attenuate the negative effect of energized differentiation on trademark prolongation. Moreover, low levels of regulation reduce the probability of trademark prolongation for brands scoring high on knowledge, esteem, and relevance. Vice versa, low levels of regulation increase the probability of trademark prolongation for highly differentiated brands. These results translate into important managerial implications.

What’s a news media brand worth? Investigating the effect of cognitive brand representations on recipients’ quality assessment of news articles

News recipients evaluate the quality of journalistic news articles based on the article’s journalistic quality and its media brand. We argue that differentiating a news media’s brand identity from recipients’ cognitive associations with the brand offers a valuable perspective to understand quality evaluations in a more detailed way. We, therefore, specify the effect of media brands on the quality evaluation by including consumer-based brand equity (CBBE) as a mediator and investigate this mediation effect for five quality dimensions and a global quality measure. Based on a two (high vs low quality) x three (quality brand vs tabloid brand vs control group) between-subject experiment with 469 German respondents, we conducted structural equation modeling to investigate the direct effects of media brands on recipients’ quality assessment of news articles and the mediating effect via CBBE. We found mediation effects of the media brand via CBBE on all quality dimensions and the global measure. In addition, two direct media brand effects with opposite effect directions than expected could be identified. All results are discussed concerning further theory development and practical implications.

Consumer-based brand equity of US domestic and global wine tourism destinations from the American market perspective

Purpose This study aims to measure and compare consumer-based brand equity (CBBE) of several US and global wine tourism destinations from an American market point of view. Design/methodology/approach An online randomized experimental design was used to assign respondents to different wine tourism destination contexts and measure their perceptions and intentions. A structured survey was designed with CBBE scale items related to the most commonly studied components of CBBE, namely, familiarity, perceived quality, image, consumer value, brand value and brand loyalty. Findings The study revealed that respondents were unfamiliar with multi-regional and global wine-growing destinations and their wines, implying that wine tourists belong to different market segments that seek different experiences. Among the US wine tourism destinations, Napa Valley is the destination with the strongest CBBE, with the highest overall ratings in all five CBBE components, on average. In terms of country-level wine tourism destinations, the US has the strongest CBBE, with the highest overall ratings in familiarity and brand loyalty. Research limitations/implications Wine tourism destination CBBE is shown to include components that may not relate exclusively to wine and variations in perceptions concerning global wine-growing regions may be associated with consumer familiarity. Future studies may include respondents from different countries to determine the generalizability of the current findings. Originality/value To the best of the authors’ knowledge, the current study is the first to assess consumer-based brand equity of wine tourism destinations in the US and globally from a US resident perspective.

Development of a consumer-based brand equity strategy for the positioning of football team brands

This paper develops a brand positioning strategy based on consumer-based brand equity for football team brands. The study is designed and validated in three separate empirical phases. In Study 1, the authors interviewed experts in the field using a qualitative research design and identified the football team brands with the highest consumer-based brand equity. In Study 2, the authors applied explanatory factor analysis to the spectator-based brand equity scale to find the appropriate factors for evaluating the identified team brands. In Study 3, the authors used multidimensional scaling and evaluated and discussed team brands based on the identified factors. As a result of the research, an ‘ideal brand’ had to be designed, taking into account the ten football team brands identified in Study 1 and the six factors identified in Study 2. This brand was rated ‘best’ across all factors and compared with other brands. The authors recommend this new brand positioning strategy to practitioners and emphasise that future studies should be conducted in other countries and for other sports disciplines.

Transformative brand experiences and consumer-based brand equity in heritage tourism: The role of authenticity and motives

This study explores the heritage brand experience of the consumer and the journey from brand knowledge to loyalty in the context of a transformative brand experience (TBE). A phenomenological approach was adopted to explore meanings of the transformative experience in respect of visitor motives, authenticity, emotional engagement, and brand equity. Interview data obtained from 46 consumers of a heritage brand are supported by photographs, images and participants’ journal writings that offer valuable insights into TBE. The findings revealed that key elements of TBE influence consumers’ relationship with the heritage brand, and that the TBE influences the pathway towards loyalty. This study proposes a TBE model that explains the consumer pathway from brand knowledge towards brand loyalty when consumers engage with heritage brands during transformative experiences. By exploring consumer-based brand equity in tourism heritage experiences, the model contributes to theory related to the domains of heritage branding and tourist experience.

The impact of AI marketing activities on consumer-based brand equity: The mediating role of brand experience

In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

Crafting lasting bonds: unveiling the impact of brand experience on enhancing elderly consumer-based brand equity in the thriving Chinese digital phone market

Crafting lasting bonds: unveiling the impact of brand experience on enhancing elderly consumer-based brand equity in the thriving Chinese digital phone market

Deciphering Consumer-Based Brand Equity, Brand Preference, and Intentions in Algeria’s Home Appliance Market

Deciphering Consumer-Based Brand Equity, Brand Preference, and Intentions in Algeria’s Home Appliance Market

What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges

Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital brands. The current post-pandemic environment has seen a significant surge in digital presence, particularly on social networks and e-commerce platforms. Although the available literature provides an overview of brand equity in general, digital brands have taken center stage in consumer interactions on social media, becoming highly commercialized in virtual environments and, recently, gaining significant value in financial markets. However, there is still a lot to uncover regarding the research trajectory for these brands. Using the PRISMA protocol, a corpus of 258 articles was obtained from the Web of Science and Scopus databases, with Journal Impact Factor and CiteScore impact factors. The bibliometric analysis for mapping the production was performed using SciMat, VosViewer, and Biblio-metrix software. According to the results, we found that consumer-based brand equity in digital brands is strongly linked to online consumer behavior variables, particularly engagement, electronic word-of-mouth, communication effects (such as social media advertising), impacts on various metrics, and applications in specific contexts. Overall, our research shows that the brand equity of digital brands is studied similarly to non-digital brands. Still, their virtual origin and their exposure on social media have increased consumer appreciation for them. The main studies and trending topics were discussed, providing a foundation for a research agenda regarding new challenges and approaches of consumer-based brand equity in the digital market.

The relationship of internet banking users' emotional brand experiences and consumer-based brand equity

The relationship of internet banking users' emotional brand experiences and consumer-based brand equity

Shopping through mobile augmented reality: The impacts of AR embedding and embodiment attributes on consumer-based brand equity

The execution of augmented reality (AR) has become a new method for companies to create a favorable shopping experience. This study investigates consumer-based brand equity (CBBE) in the mobile AR context, especially regarding high- vs. low-innovativeness consumers. We identify three key attributes to signify AR's embedding and embodiment experience—perceived augmentation, simulated physical control, and response time—and confirm their positive influences on overall brand equity through cognitive, affective, and sensory brand association dimensions. The findings also demonstrate that consumer innovativeness moderates the influences of these AR attributes on brand associations. The study provides valuable implications for researchers and managers.

Inward negative emotions and brand hate in users of snow-sports’ brands

PurposeThe aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.Design/methodology/approachThis study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.FindingsThe results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.Originality/valueThis research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.

Examining the Technological Progress and Consumer Based Brand Equity of Indian Deemed to be Universities

Examining the Technological Progress and Consumer Based Brand Equity of Indian Deemed to be Universities

How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage

Irrespective of many management strategies, product harm crises, discrete, well-publicized occurrences in which products are found to be defective and dangerous, are increasing at an accelerating rate throughout the globe with negative consequences for companies and brands. It alarms the importance of scrutinizing this worst nightmare from a new empirical angle while focusing on the ethical eye of consumers. Therefore, the present study attempts to explore how causal dimensions of product harm crisis related to two Attributional grounds (company accused and consumer accused) shape consumer moral reputation towards the crisis company and crisis brand in product harm crises. A self-administrated, questionnaire was used to examine how Sri Lankan (n= 492) and Chinese (n=492) young consumers see company and brand through their ethical eye that reflects their moral reputation. Results revealed that consumer morally views company and brand in an entirely different way under the two Attributional grounds that ultimately affects brand equity and purchase intention of the crisis brand. There exist significant negative and positive links between consumer moral reputations towards the crisis company and crisis brand respectively, under consumer accused crisis. Subsequently, consumer moral reputation towards the crisis company has a significant negative link with consumer brand equity, while consumer moral reputation toward the crisis brand has a positive link with consumer based brand equity under consumer-accused crisis. This study provides new insights for the companies to manage such crises, while safekeeping the brand equity in midst of product harm crisis.

Social media marketing strategy: The impact of firm generated content on customer based brand equity in retail industry

ABSTRACT This study aims to investigate the influence of firm-generated content (FGC) on Carrefour’s consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular focus on the Kurdistan Region of Iraq (KRI). The dimensions encompassed within firm-generated content (FGC) are comprised of informational content, entertainment-oriented content, social interactivity, and avenues for self-expression. We conducted an online survey among one thousand (1000) followers of Carrefour’s Facebook page. SmartPLS was employed to examine the proposed hypotheses. The findings reveal that informational content, social interactivity, and self-expression exert a significant and positive impact on CBBE, with self-expression demonstrating the most pronounced influence on Carrefour’s brand equity. However, a non-significant relationship between entertainment-oriented content and CBBE was observed. The primary contribution of this research highlights the imperative for marketing decision-makers to incorporate content creation (encompassing informational content, entertainment-oriented content, social interactivity, and self-expression) on social media platforms as a pivotal component of marketing strategies. This study strives to bridge an existing gap in marketing literature within the domain of digital content marketing as a communication channel within the Middle Eastern context, marking it as the inaugural study conducted within KRI’s retail industry.

Leave A Review! The Motives Of User-Generated Content And Its Influence On Customer-Based Brand Equity- Mediating Influence Of Brand Attachment

User-generated content, or UGC, is a marketing buzzword which means a form of customer-generated brand-related communication on social media sites. This study offers insightful information on how user-generated content affects consumer-based brand equity when present on social networking platforms. Purpose This study focuses on what motivates consumers to create User Generated Content (UGC) and what is the influence of Brand- Related UGC (Br-UGC) on Customer-Based Brand Equity (CBBE). It also studies the mediating role of Brand Attachment in influencing the Br-UGC on CBBE. Design The research was carried out by utilizing a survey questionnaire, which was administered to 364 participants selected through the convenience sampling method. Methodology Smart PLS 4.1 software has been used to establish the results of this study. Statistical tests have affirmed the validity and the reliability of the proposed framework. Findings The result of this research suggests that an urge to create, contribute, empowerment and self-recognition motivates the consumer to create content online. User-generated content serves as a powerful platform to motivate consumers to buy brands online on marketplaces and social media platforms. The powerful impact of Brand Attachment is also confirmed by the results of the study. Practical Implications This research aids the marketing professionals and brand managers in encouraging consumers to engage in generating content online. Originality/Value This study one of the first study to validate the mediating function of brand attachment between UGC and Brand Equity.

Analysis and Strategies for the Shanghai Sharks

This essay is an analysis of the Shanghai Sharks from a sports marketing perspective. Including fandom, its potential challenges, branding, social identification, service quality perspective, and fan loyalty. First, the classification of fans. There are five main types of classification for the fans. With the fans being categorized, fan loyalty was the next thing to look at. With the PCT scale, there were different strategies proposed with the purpose of increasing different types of fanbase with different levels of psychological commitment. Furthermore, with the research done on social identification theory, it is important to recognize the importance of establishing a brand that can reflect positively on people. With that being said, it highlights the importance of the brand image. What’s challenging is that the franchise was currently involved in a fixed game scandal, and the study of the consumer-based brand equity illustrates the importance of the brand association, which the team is currently challenged with.

Consumer-based retailer equity and retail patronage behaviors: interaction effect of involvement

Purpose Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior. Design/methodology/approach The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis. Findings Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement. Research limitations/implications Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors. Practical implications This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior. Originality/value Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.

Managing Social Media Through Crisis: A Content Analysis of Instagram Posts Before and During the COVID-19 Pandemic

Abstract: Examining shift s in sport organizations’ social media content from before to during the pandemic-induced stoppage of play provides insight into digital branding during crises. Drawing on consumer-based brand equity and the context, content, and process framework, we examined adjustments made to brand image portrayal on Instagram and corresponding consumer engagement during the lockdown for two sport organizations at different seasonality stages. Results highlight how the National Basketball Association (NBA), facing the loss of their core product, utilized a need-based adjustment, while the National Football League (NFL) exhibited an opportunity-based adjustment. Analyses of consumer responses gauged the effectiveness of these two approaches, finding that the NFL was able to increase engagement, while the NBA suffered from declining engagement. Further investigation found that the NBA is still plagued by declined engagement since the pandemic, underscoring the importance of appropriate and effective digital branding during a crisis. While helping to fill the dearth of knowledge on how sport organizations operate under conditions outside of normalcy, this research improves our understanding of how social media content is managed during a crisis.

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.