Corporate Brand Equity Research Articles

Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z: the moderating role of gender

Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z: the moderating role of gender

Creating a fuzzy DEMATEL-ISM-MICMAC -fuzzy BWM model for the organization's sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image

This study aimed to create a model that would enable the achievement of a sustainable competitive advantage. The research approach is combining four multi-criteria decision-making tools including Fuzzy DEMATEL, ISM, MICMAC Analysis and Fuzzy BWM to evaluate factors in four key areas included corporate social responsibility, green marketing, brand image, and brand equity in Unilever Corporation. These factors collectively contribute to enhancing competitiveness. The process begins with the fuzzy DEMATEL method, which helps to uncover the cause-and-effect relationships among various components. Following this, the ISM approach is utilized to construct a hierarchical model that clarifies how these components influence and depend on one another. This step is crucial for gaining insights into their collective impact on Unilever's sustainability goals. Next, MICMAC analysis categorizes these factors based on their levels of influence and dependence, pinpointing the most critical elements that drive competitive advantage. Finally, the fuzzy BWM technique is applied to prioritize these key factors, leading to the aimed at bolstering Unilever's long-term competitiveness by fostering a green and sustainable brand image that resonates with consumer values. The key results reveal that the highest priority was given to achieving sustainable development goals. The criterion "Promotion of customer awareness" secured the second position Finally, ensuring the quality of products and services was also recognized as a third key focus area. Identifying these key factors and their interrelationships will provides decision-makers and stakeholders in Unilever company with actionable insights for precise planning and strategic prioritization.

Corporate social marketing and brand equity – a case of dairy products in Vietnam

Corporate social marketing and brand equity – a case of dairy products in Vietnam

Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity

PurposeThe study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.Design/methodology/approachAn online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.Practical implicationsThe findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.Originality/valueThis study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

Mapping the sustainability branding field: emerging trends and future directions

Purpose This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions. Design/methodology/approach The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling. Findings The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism. Practical implications This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice. Originality/value The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands

PurposeConsumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.Design/methodology/approachThe authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.FindingsThe model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

Relationship between Education Sponsorship and Brand Equity amongst Beverage Companies in Nairobi City County

Global competition has called for companies to be more innovative in the way they position their brand to achieve a competitive edge. Therefore, companies have adopted more non-traditional ways to showcase their products each more audiences as possible, one of the innovative ways of marketing that have gained more attraction among corporate marketers is corporate sponsorship. Marketers have found corporate sponsorship to be more effective in creating brand awareness and re-shaping brand attitudes amongst prospective customers. The purpose of the current study was to investigate the relationship between corporate sponsorship and brand equity among beverage companies in Nairobi County. The specific objectives of the study were to establish the relationship between education sponsorship and brand equity amongst beverage companies in Nairobi City County. The study involved 237 public relations and marketing managers in 10 beverage companies sponsoring different education. Sampling for the study was conducted through a stratified random sampling technique. Data for the study was collected using questionnaires that were administered physically as well as online. Collected data was analyzed through descriptive and inferential analysis. Descriptive statistics included: mean, frequency, percentage, and standard deviation. Inferential analysis on the other hand included correlation as well as regression analysis. Education sponsorship and Brand Equity revealed a β= 0.254, t= 2.566, and a p-value of 0.012. The study concluded that education sponsorship had a positive and significant relationship with brand equity. Public relations managers and marketing managers need to identify needy and also bright students in society who are enrolled in schools by giving them scholarships to boost their corporate image.

Corporate Social Responsibility and Brand Equity – An Analytical Study Focusing on Indian Businesses

Corporate Social Responsibility and Brand Equity – An Analytical Study Focusing on Indian Businesses

Joint role of corporate communication budget allocation and internet penetration in multinationals corporate brand equity cross-national effects: a hierarchical three-way interaction

Joint role of corporate communication budget allocation and internet penetration in multinationals corporate brand equity cross-national effects: a hierarchical three-way interaction

An Overview of the Composition and Management of Brand Equity

The definition of brand equity has been gradually improved, but the existing studies are mostly case studies and unilateral studies, and the studies that integrate and sort out brand equity from multiple perspectives are relatively rare. By reviewing and sorting out the international literature on brand equity, this paper summarizes the definition, components, evaluation methods and prospects of brand equity, in order to promote the better development of corporate brand equity. The article holds that it is very important to use publicity channels effectively to stimulate consumers, establish effective brand association, and enhance brand awareness and recognition to enhance brand value. In addition, brands need to segment the market and strengthen brand trust in a targeted way. And establishing a consistent and effective brand image helps to enhance brand awareness and brand recall, as well as promote brand loyalty. At the same time, for high-equity brands, brand extension and expansion is also particularly important.

Corporate industrial brand equity and firm creditworthiness: The role of climate change commercial risks and opportunities recognition

Whilst a multitude of studies explored the financial implications of corporate brand equity in a B2C context, little is known as to the financial impact of B2B brand equity. Furthermore, no study, to our knowledge, has examined how climate change-related corporate practices affect the nexus between B2B brand equity and financial aspects (i.e., creditworthiness) of B2B firms. Drawing propositions from the resource dependence theory (RDT) and the natural resource-based view of the firm (NRBV), this study develops a parsimonious conceptual model to investigate the relationship between B2B brand equity and a firm's long-term creditworthiness. Given B2B firms' increasing engagement in pro-environmental initiatives, the model also incorporates a firm's ability to recognize climate change-related commercial risks and opportunities as a moderator. Drawing samples from USA-based B2B firms, the conceptual model is tested through robust econometric modelling techniques. The results demonstrate that higher B2B brand equity leads to higher long-term creditworthiness of a firm. Further, the positive association between B2B brand equity and creditworthiness is accentuated by climate change commercial risks and opportunities recognition (CCCROR). That is, a firm's capacity to identify challenges and opportunities emanating from the inexorable global climate change further bolsters the positive link between industrial brand equity and long-term creditworthiness. These findings are robust to a battery of sensitivity analyses, including multi-level mixed effect and endogeneity-robust modelling techniques.

The Magic of Brand Experience: A Value Co-creation Perspective of Brand Equity on Short-form Video Platforms

Many companies are utilizing short-form video platforms to enhance the value co-creation between brands and consumers and ultimately create brand equity. However, there is a research gap in the present literature regarding the significance of consumers' participation in short-form video platforms affecting corporate brand equity. The present study aims to address this research gap by incorporating value co-creation theory to investigate the role and mechanism of value co-creation generated by consumer participation in short-form video platforms, i.e., corporate-initiated value co-creation and customer-initiated value co-creation, on corporate brand equity. The current study used a survey methodology to collect 481 samples from TikTok users using a convenience sampling method. The present study used structural equation modeling on the collected data. The findings show that corporate-initiated value co-creation can positively influence corporate brand equity, in which brand experience plays a partially mediating role. Customer-initiated value co-creation can also promote brand equity, whose role is also partially mediated by brand experience. This study theoretically contributes to the value co-creation concept and its theoretical association with brand equity and brand experience. This research also offers practical implications for practitioners regarding the utilization and enhancement of brand experience to improve clients' engagement in value co-creation activities. Doi: 10.28991/ESJ-2023-07-05-09 Full Text: PDF

The Role of Corporate Workplace Inclusivity Policies, Brand Equity, and Innovation Intensity in Firm Profitability: A Moderated Mediational Approach

Firms are increasingly adopting pro-lesbian, -gay, -bisexual, -transgender, inclusivity and diversity (LGBT-ID) policies for workforce management. This study develops a parsimonious, albeit complex, moderated-mediated framework by employing a panel dataset combining data from archival sources and involving a sample of predominantly large and publicly held firms from the USA between 2002 and 2018. The number of observations varied across variables with a minimum of 414 observations (corporate brand equity) and a maximum of 3,566 observations (self-reported LGBT-ID policy). This treatise demonstrates that adopting LGBT-ID policies positively impacts firms’ profitability. Moreover, pro-LGBT-ID policies during this specific period have a positive effect on corporate brand equity, which in turn affects firm profitability, indicating that brand equity plays a mediating role in the nexus between pro-LGBT-ID policies and firms’ financial performance. Furthermore, innovation intensity strengthens the relationship between pro-LGBT-ID policies and brand equity during the sample period of the study.

SNS 특성이 구매의도에 미치는 영향

The purpose of this paper is to analyze the effect of SNS characteristics on purchase intention. The purpose of this study is to provide theoretical and practical implications for SNS characteristics and contribute to strategic SNS marketing activities of hotel companies. To this end, this study classified SNS characteristics into playfulness, customization, interaction, and word of mouth, and examined the effect on purchase intention by using brand equity as parameters. The practical implication is that SNS marketing activities can improve consumers' purchase intentions by affecting corporate brand equity. Therefore, hotel companies need to establish specific strategies for marketing activities that utilize SNS characteristics, and brand equity suggest that SNS characteristics will be an influencing factor in consumers' purchase intention.

The Effect and Measurement of Public Relations On Brand Equity

The present study examines public relations (PR), its impact on concepts such as corporate communications, and integrated marketing, and its role in creating, maintaining, and shaping brand equity. Also, the interaction between the company's reputation and brand equity is one of the other essential criteria examined in this study. After examining the techniques for measuring corporate reputation and brand equity, we used two models of Fombrun's Reputation Quotient and Aaker's Brand Equity to measure these two criteria. We have included GSM operators such as Turkcell, Vodafone, and Avea. Using questionnaires, end users and dealers (as the internal stakeholder) were asked about the brand equity and items related to the company's reputation. Interviews were conducted with 300 dealers as required by PR's "Stakeholder Theory" in-house staff study. We also surveyed 400 end users. Our research showed that public relations affect brand equity, and this effect varies based on stakeholders.

The influence of disability-friendly corporate branding on company brand equity in East Java

This research analyzed the influence of disability-friendly corporate branding on corporate brand equity. Corporate branding is built through corporate values, corporate image, and corporate culture. This research uses a quantitative approach, with a population of corporate employees and customers in East Java. A purposive sampling technique was used to take samples from the population with the following criteria: (1) located in the East Java region; (2) an area with Special Needs High School with more than 50 students; (3) data recorded in the industrial directory in East Java Province region. A total of 180 respondents were obtained through distributing questionnaires online. The research data was then processed using SEM-AMOS to carry out analysis. The research results show that there is a significant influence of disability-friendly corporate branding on corporate brand equity. This research conducted research on company efforts to create disability-friendly branding for their companies using a corporate branding approach. Companies need to carry out corporate branding by through implementing the values of inclusivity, a corporate image that cares for people with disabilities, and a culture of equality. This will help companies to increase corporate brand equity which can provide company benefits that contribute to the implementation of SDGs 4, 8, and 10.

Influencing factors of employee brand equity from the perspective of FinTech.

Recent years have seen a heated discussion on what influences employees' recognition of enterprise brand equity among the psychological community. Some empirical evidence suggests that the brand equity of consumers and brand equity of sales are two categories that should be studied. However, more recent discussions have focused more on the former. In contrast, this study discusses the factors influencing brand equity based on the employee level. Moreover, this paper examines whether FinTech can help companies get out of financing difficulties and thus improve employees' brand equity recognition. This research illustrates how FinTech has become an essential driver of brand equity value. Based on micro panel data on enterprises from 2011 to 2019, we analyze the transmission mechanism between the two factors and the mediating role of financing constraints. FinTech's development promotes employees' recognition of corporate brand equity, and financing constraints are an essential transmission path between the two factors. Furthermore, the impact of financing constraints on employee brand equity identity is characterized by cross-regional economic heterogeneity. In contrast, the development of FinTech characterizes the cross-enterprise heterogeneity in employees' recognition of brand equity value. Altogether, this study demonstrates the promising application of FinTech in influencing the mechanisms of employee brand equity.

The virtuous circle between green product innovation and performance: The role of financial constraint and corporate brand

Although the nexus between green product innovation (GPI) and firm performance has been studied, the impact of GPI on firm performance remains little understood and findings have been mixed. These mixed results of prior studies are attributable to failures to incorporate the intervening mechanism in studying the nexus between GPI and firm performance and to examine the impact of closely interlinked pertinent internal boundary conditions. This study attempts to overcome these shortcomings and contributes to the relevant literature in three significant ways. First, the findings indicate that GPI impacts a firm’s financial constraint, which affects its current and anticipated performance. Second, the relationship between GPI and financial constraint is moderated by a firm’s corporate brand equity. Third, GPI is both a predictor and a consequence of financial performance, indicating that the relationship between the two constitutes a virtuous circle. The results are robust to alternative measures of the performance variable and the alternative model estimation method.

Does Trust Mediate in Corporate Social Responsibility (CSR) and Brand Equity Nexus? Empirical Evidence from the Banking Sector

The purpose of this study is to examine the role of trust on the CSR and brand-equity nexus in the banking sector of Bangladesh. Using the convenient sampling method and structured questionnaire, the study conducted an online survey of 275 customers of private commercial banks from Bangladesh. This study applied structural equation modelling (SEM) to define the complete structural model to analyse the direct and indirect relationships between study constructs. The results reveal a positive and significant impact of CSR on brand equity. Regarding the mediating effect of trust, the study found a significant impact of trust on the CSR components and the brand-equity nexus. The study’s outcomes enrich the existing literature as a dimension of trust is added as mediating effect on the CSR and brand equity relationship in Bangladesh.

Corporate Social Responsibility and Firm-Based Brand Equity: The Moderating Effect of Marketing Communication and Brand Identity

To examine how the CSR activities facilitate a company’s brand-building process and useful in building its Brand Equity i.e., Firm-Based Brand Equity (FBBE). Methodology: For the present study, responses have been elicited from a sample of 69 company executives. Multi-stage sampling (method of random sampling) is used in the present study to select the sample executives. The collected sample dataset is analyzed through SPSS (version 25) and AMOS (version 24) software. Cronbach’s Alpha technique is used to measure how closely related a set of items are as a group. This is considered to be a measure of scale reliability. The Exploratory Factor Analysis (EFA) statistical method is used to uncover the underlying structure of a relatively large set of variables. Structural Equation Modeling (SEM) is conducted in the study in order to test the statistical hypotheses formulated for the study and to examine the effect of CSR on Brand Equity with the moderating effect of Marketing Communication and Brand Identity. Findings: The outcomes of the study revealed that Corporate Social Responsibility (CSR), Marketing Communication, Brand Identity and Brand Equity are positively associated. Thus, it can be surmised that CSR affects Brand Equity with the mediating effect of Marketing Communication and Brand Identity. Originality: The present study is based on original research that facilitates new insight instead of summarizing what is already known in a new form. Though many studies on CSR have been conducted in the past, but studies on the relationship between Corporate Social Responsibility and Firm-Based Brand Equity with the moderating effect of Marketing Communication and Brand Identity are few and far between. Implications: The outcome of the study will cast new light on the impact of Corporate Social Responsibility on Corporate Brand Image and also facilitate future research endeavors on CSR. The results of the study will help corporate houses in building a strong brand image. As a matter of fact, the CSR activities implemented by the companies offer a better brand recognition, resulting in greater brand awareness among customers and society at large. Such awareness is related to CSR initiatives of the companies brings brand trust and loyalty. Consequently, the trust and loyalty so developed enhances the Brand Image and strengthens the Brand Equity.