Dimensions Of Customer-based Brand Equity Research Articles

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Abstract The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis. The findings of the study evince a positive correlation among all variables under scrutiny, encompassing brand awareness, brand association, perceived quality, brand loyalty, and the overarching construct of CBBE. Notably, perceived quality emerged as the factor showing the highest positive correlation (0.88), thus indicating the most robust positive association with CBBE. However, despite the observed positive relationship, brand awareness manifested the lowest correlation with the overall consumer-based brand equity (0.70), relative to the other investigated factors. Using the insights from this study, amateur sports clubs can strategically manage brand elements to foster brand equity, emphasizing the importance of brand awareness as an initial step in building a positive brand image and fostering fan engagement and loyalty. Overall, the findings provide valuable insights into effective brand management strategies for amateur sports clubs to enhance their brand equity and foster enduring relationships with fans.

MEASURING THE IMPACT OF THE CUSTOMER-BASED BRAND EQUITY (CBBE) DIMENSION ON BRAND LOYALTY: A STUDY ON SELECTED SMARTPHONES IN BANGLADESH

One of the most vital issues in brand building is Customer-based brand equity. Any brand can measure its brand equity grounded on some proportions like salience, performance, imagination, judgment, feelings, and resonance. This study aims to measure the effect of the customer-based brand equity dimension on brand loyalty and investigate the effects of those dimensions on their purchasing intentions. Both online and offline surveys were conducted through a self-structured questionnaire that was distributed randomly and conveniently among young consumers in Bangladesh, and data were collected from 220 respondents, whereas 200 completed final questionnaires were considered for the final study. All of the needed reliability and validity have been tested. Structured Equation Modeling (SEM) has been applied to examine the proposed hypothesis of the study with the help of SPSS (version 21). The results of this study show that, in the case of a few selected Smartphone categories, the salience, judgment, and feelings dimensions of customer-based brand equity have direct positive influences on enhancing customer loyalty, while performance and imagination have a negative impact. The study's findings will aid Smartphone marketers in developing effective marketing strategies to capitalize on market opportunities. This study was limited in sample size and geographically focused. End

Influence of Customer-Based Brand Equity on the Performance of Deposit-Taking SACCOs in Uasin Gishu County, Kenya

Deposit-taking SACCOs can achieve long-term performance by developing a competitive advantage that gradually builds a core of loyal customers over time through branding. This is supported by the fact that companies that prioritize the brand in their business strategy perform better. However, the credit market is becoming increasingly competitive, requiring deposit-taking SACCOs to offer higher-value products and services to improve performance. The purpose of the study was to find out how the performance of deposit-taking SACCOs in Uasin Gishu County is influenced by customer-based brand equity. The study was guided by the following specific objectives: 
 
 To assess the effect of brand loyalty, 
 To determine the effect of brand awareness, 
 To evaluate the effect of brand associations, and 
 To examine the effect of perceived quality on the performance of deposit-taking SACCOs in Uasin Gishu County 
 
 Brand equity theory and the theory of reasoned action were used in this research. An explanatory cross-sectional design was used to comprehend the relationships between study variables. 310 members of the deposit-taking SACCO in Uasin Gishu County were the targeted population. A sample size of 175 respondents was determined by the use of the Krejcie and Morgan table. A simple and stratified random sampling technique was adopted. The information was collected using a self-administered questionnaire. The instruments were tested for validity and reliability after a pilot test. Quantitative data were analyzed by use of both inferential and descriptive statistics using SPSS version 25. From the findings, customer-based brand equity had a statistically significant influence on the performance of deposit-taking SACCOs in Uasin Gishu County. Brand loyalty, brand awareness, brand associations and perceived quality had a positive and statistically significant effect on the performance of deposit-taking SACCOs in Uasin Gishu County, hence the rejection of the null hypothesis. In conclusion, customer-based brand equity and all its dimensions understudy significantly affect the performance of deposit-taking SACCOs in Uasin Gishu County. Therefore, based on the findings, brand equity theory and the theory of reasoned action showed that deposit-taking SACCOs should effectively bundle all the dimensions of customer-based brand equity through their policy framework and consistently improve on them to heighten their performance.

Restaurant Customer-Based Brand Equity Dimensions during COVID-19

Academia continues to make significant efforts to comprehend the factors affecting the growth of a brand and its durability in times of pressure. In the restaurant industry, companies place a high priority on developing and maintaining brand equity for brands are one of their most important assets. In 2020, COVID-19 lockdowns and restrictions disrupted business norms across the globe, especially in the restaurant industry where the in-person dining experience plays a significant role in the overall business strategy. This research analyzed the four dimensions of customer-based brand equity (CBBE) of restaurants during the COVID-19 pandemic. Survey questionnaires were distributed to 219 dine-in customers of ten different restaurants when Cebu, Philippines, a known booming ground for homegrown brands, was under the Modified Enhanced Community Quarantine (MECQ) status. The study revealed that Brand Loyalty was the lowest among the four variables in all ten restaurants during the COVID-19 pandemic. No significant difference was noted among the four dimensions of all the restaurants included in this study.

Customer-Based Brand Equity in Indonesia's Higher Education Institution

Objective: This study aimed to examine the causal order among dimensions of customer-based brand equity (CBBE) in Indonesian higher education institutions. The core dimensions of brand equity used are brand awareness, brand association, perceived quality, and brand loyalty. Research Design & Methods: This study used a research instrument questionnaire with a 5-point Likert scale. The research sample is 150 students of the Universitas Terbuka in Jayapura. The research hypotheses were tested using PLS-SEM with the SmartPLS version 3 as the supporting software. Findings: The results showed a causal order among the CBBE dimensions. Brand awareness has a positive and significant effect on perceived quality. The perceived quality has a positive and significant effect on brand loyalty, and brand awareness indirectly affects brand loyalty through perceived quality. This study cannot prove the moderating role of brand association on the relationship between brand awareness and perceived quality. Implications & Recommendations: This study provides implications and recommendations for the management of higher education institutions to create brand loyalty with a gradual process starting from developing a brand awareness strategy and then building positive perceived quality. Contribution & value Added: This study significantly extends the CBBE literature in the higher education institution sector, especially in Indonesia, which is still rarely studied. This study provides novelty by examining causal sequences and interactions on the CBBE dimensions.

Interrelationships among retail customer-based brand-equity dimensions: a study from Indonesia

Interrelationships among retail customer-based brand-equity dimensions: a study from Indonesia

Customer-based brand equity for a tourist destination (A study on Nusantara tourists at Maimun Palace, Medan City)

Maimun Palace is one of the historical heritage buildings for people in Medan City and the object of cultural tourism, which is visited with Nusantara tourists. This study aims to analyze the dimensions of Customer-based Brand Equity, namely Awareness, Image, Quality, and Loyalty towards the tourism destination of Maimun Palace in Medan City, and show the most dominant dimension towards the number of visitors to the tourist site. The method of the data analysis in this study was regression analysis. Regression analysis was used to determine the effect of the independent variable, namely Customer-based Brand Equity on the dependent variable, namely the Tourism Destination. Linear regression analysis in this study used SPSS 21 software application. The partial results of the study found that only Loyalty variable was significant towards the tourism destination, while the Awareness, Image, and Quality variables did not significantly influence the tourism destination. The simultaneous research results found that Awareness, Image, Quality, and Loyalty determined significantly towards the tourism goals.

التسويق من خلال المؤثـريـن علـى مواقع التواصل الاجتماعـي وأثـره فـي أبعاد قيمة العلامة التجارية من منظور العملاء: دراسة ميدانية علـى طلاب الجامعات فـي اليمن Influencer Marketing on The Social Networking Sites and Its Impact on the Dimensions of Customer-Based Brand Equity(CBBE): An Empirical Study on University Students in Yemen

هدفت هذه الدراسة إلـى تحديد أبـرز الوسائل المستخدمة فـي التسويق من خلال المؤثـريـن علـى مواقع التواصل الاجتماعـي، وتحديد أثـر هذه الوسائل علـى أبعاد قيمة العلامة التجارية من منظور العملاء المستخدميـن لمواقع التواصل الاجتماعـي من طلاب الجامعات اليمنية. ولتحقيق أهداف البحث اعتمد الباحث المنهج الوصفـي التحليلـي وتصميم استبانة لجمع البيانات الأولية حول متغيـرات الدراسة من أفراد العينة التـي بلغت (532) مفردة من طلاب الجامعات اليمنية المستخدميـن لمواقع التواصل الاجتماعـي، واعتمد الباحث فـي تحليل بيانات الدراسة واختبار فرضياتها علـى بعض الأساليب الإحصائية المناسبة، کتحليل الانحدار البسيط والمتعدد. وأظهرت نتائج الدراسة أن الأصدقاء وزملاء العمل والدراسة ومشاهيـر الرياضة والفن- المفضليـن لدى أفراد العينة - هم أکثـر الفئات المؤثـرة فـي مواقف واتجاهات أفراد العينة نحو العلامات التجارية علـى مواقع التواصل الاجتماعـي، کما أظهرت نتائج الدراسة وجود علاقة تأثيـر إيجابية ذات دلالة إحصائية بيـن وسائل التسويق للعلامة التجارية من خلال المؤثـريـن علـى مواقع التواصل الاجتماعـي مجتمعة، ومجمل أبعاد قيمة العلامة التجارية من منظور العملاء، وقدمت الدراسة مجموعة من التوصيات التـي يمکن لمنظمات الأعمال اليمنية من خلالها الاستفادة من نتائج هذه الدراسة فـي زيادة فاعلية حملاتها التسويقية لبناء وتعزيـز قيمة علاماتها التجارية من خلال المؤثـريـن علـى مواقع التواصل الاجتماعـي. This study aimed to identify the main tools that used in marketing of brands through the influencers on the social networking sites, and determine the impact of these tools on the dimensions of The Customer-Based Brand Equity. In order to achieve the aims of the study, researcher adopted the descriptive analytical method and design of a questionnaire to gather preliminary data. The study sample included of (531) individuals from University Students who are the users of social networking sites in Yemen. For testing the study’s hypotheses and data analyzing, many statistical have been used such as regression analysis. The study results showed that The friends, co-workers and sports celebrities were the most influential in the trends and attitudes of customers towards brands on the social networking sites, The results also showed that there is significant impact between the influencer marketing tools for brand on the social networking sites, and the overall dimensions of Customer-Based Brand Equity, the study provide many recommendations to increase the effectiveness of influencer marketing campaign through influencers on the social networking sites, by the business organizations in Yemen.

The Influence of Customer-Based Brand Equity on Destination Loyalty in Malaysian Urban Destinations

A destination that possess a positive brand equity and strong competitiveness attributes will have an advantage over its competitors in attracting a bigger share of the tourism market. This study seeks to evaluate the customer-based brand equity (CBBE) of selected urban destinations in Malaysia and also to examine the relationship between the different dimensions of CBBE and destination loyalty. Results from a regression analysis confirm the positive relationships between CBBE attributes and destination loyalty.

Exploring the Dimensions of Customer-Based Brand Equity on Firm Performance: A Study of Azam Brand

Exploring the Dimensions of Customer-Based Brand Equity on Firm Performance: A Study of Azam Brand

The effect of firm created content and user generated content evaluation on customer-based brand equity

The purpose of this paper is to investigate social media communication and its impact on customer-based brand equity. Compare two social media communication tools that are firm created content and user generated content. A total of 114 data sets developed through a standard online survey to investigate the impact of firm created content and user-generated content evaluation in social media on brand awareness / association, perceived quality and brand loyalty to the cosmetics industry in Indonesia. A mini survey was conducted to find out the types of cosmetic brands that do not perform ad campaigns in traditional media such as television to see clearly the influence of brand communication in social media against brand awareness and association. The author applies Structural Equation Modeling (SEM) techniques to investigate the effect of communication on social media on customer-based brand equity. The findings of this study indicate that evaluation of firm created content has a positive and significant impact on brand association / awareness, perceived quality and brand loyalty. Meanwhile, evaluation of user-generated content has significant effect only on brand awareness / association and perceived quality. In the dimensions of customer-based brand equity, only perceived quality is significantly influenced by brand awareness / association. This research is relevant for marketers for the development of corporate strategy, especially in the cosmetics industry that uses social media as a medium of communication to customers. 
 Keywords : Marketing, Firm created content, User generated content, Customer based brand equity, SEM

Validating Scale and Dimensions of Customer-Based Brand Equity in Indian Smartphone Market

This study aims to construct a valid and reliable instrument for measuring the customer-based brand equity (CBBE) in Indian smartphone market. A multistep analysis was used to develop a multidimensional CBBE scale drawn from Aaker's (1991) conceptualisations of brand equity. A sample of 262 Indian participants evaluated both local and international smartphone brands. Data were analysed through SPSS and AMOS 22.0. The empirical findings suggest that CBBE consists of three dimensions-brand association and brand awareness, brand loyalty, perceived quality and that Aaker's model of CBBE is supported. The reliable and valid instrument will help marketers measure CBBE due to a small number of items and also enable the sources of brand equity to be estimated according to a well-established theoretical framework. This empirical study adds value to the growing body of literature on measurement of CBBE by identifying a comprehensive but simplistic list of brand dimensions.

PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT)

West Java province dominates the growth rate of universities in Indonesia, but the number of college students has decreasing. Similarly, the people's preference for universities in West Java as an excellent college and the best universities in Indonesia is still low. These problems show that customer based brand equity of colleges in West Java is not optimal. This study conducted in 2013-2014 and uses a management science approach of marketing. The method used in this study is descriptive survey and explanatory survey. The data used primary and secondary data that was collected through questionnaires and documentation. The data analysis used Stuctural Equation Model (SEM). The results of this study revealed that the marketing mix of educational services has a positive influence on the customer based brand equity of higher education in West Java. The dimensions of customer-based brand equity, especially brand performance dimension, should be getting more attention in order to increase performance and the factors are: facilities, meeting the students need, the speed of service, courtesy, and tuition money. This research is part of my dissertation. Keywords: Marketing Mix of Education Services; Customer Based Brand Equity.

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT)

West Java province dominates the growth rate of universities in Indonesia, but the number of college students has decreasing. Similarly, the people's preference for universities in West Java as an excellent college and the best universities in Indonesia is still low. These problems show that customer based brand equity of colleges in West Java is not optimal. This study conducted in 2013-2014 and uses a management science approach of marketing. The method used in this study is descriptive survey and explanatory survey. The data used primary and secondary data that was collected through questionnaires and documentation. The data analysis used Stuctural Equation Model (SEM). The results of this study revealed that the marketing mix of educational services has a positive influence on the customer based brand equity of higher education in West Java. The dimensions of customer-based brand equity, especially brand performance dimension, should be getting more attention in order to increase performance and the factors are: facilities, meeting the students need, the speed of service, courtesy, and tuition money. This research is part of my dissertation.

Effect of Celebrity Endorsements on Dimensions of Customer-based Brand Equity: Empirical Evidence from Indian Luxury Market

Brand equity is a brand’s incremental value due to its name. It has been long argued that brand equity must be the ultimate criterion of success in brand management because brand equity contributes both to long-term sales and long-term profits. Celebrity endorsement has gained prominence as a popular resource for marketing strategies among many firms. This research aims to empirically test the role of celebrity endorsements in the brand equity formation process. This study explored the relationship between celebrity endorsements and four dimensions of brand equity of Aaker’s (1991) brand equity model in Indian luxury products market. Data were collected through a shopping mall intercept survey of 202 respondents in the cities of Delhi, Gurgaon, Faridabad, Noida and Chandigarh. Exploratory factor analysis was used for reducing the number of scale items while regression was used to test the proposed hypotheses. The results show a positive and significant effect of celebrity endorsements on two brand equity dimensions, that is, brand awareness and brand associations, but celebrity endorsements do not have any significant influence on other two dimensions, that is, perceived quality and brand loyalty. We finally discuss the implications—both theoretical and managerial—before providing directions for future research.

Understanding dimensions of customer-based brand equity in banks

The present study is an attempt to determine the dimensions of customer-based brand equity in an emerging market like India. Measures for the study were developed based on the previous literature. A well-structured questionnaire was administered to customers of banks in a metropolitan city of India. Dimensions of customer-based brand equity were generated using exploratory factor analysis. The results highlighted tangibles, communication and competence; trust and brand image; reliability and responsiveness; and customer satisfaction as dimensions of customer-based brand equity for banks. Further, these brand equity dimensions were found to have a significant relationship with bank recommendation. Banks need to build a strong brand equity by improving upon service quality, providing better infrastructure, providing access to banking services, and incorporating technology for delivering better service in promised time.

Assessing Customer-based Brand Equity Ratings in Family Restaurant

Abstract Due to customer's changing demand and increased competition among restaurants, brand has become vital for the business to succeed. One of the strategies is to focus on improving their brand to add value to the restaurants. Brand equity holds the key element of differentiation among competitors and this has been regarded as valuable asset. This study employed four dimensions of customer-based brand equity; brand loyalty, perceived quality, brand awareness and brand association in determining the customer-based brand equity ratings. The study was conducted in three different family restaurant brands in Klang Valley with 349 usable questionnaires were analyzed by using one-way ANOVA. The Scheffe's test result proved that The Chicken Rice Shop was significantly different from others and obtained a higher brand equity rating (M=5.17, SD=.81). However, Pizza Hut (M=4.51, SD=.97) and Rasamas (M=4.30, SD=1.12) did not significantly different to each other. The implications and recommendations for restaurant operators and practitioners were also highlighted.

The Effect of Marketing Communications on Customer Based Brand Equity

The purpose of this study is to determine the effects of customer based brand equity dimensions that only generated through marketing communications on customer based brand equity in the Jordanian market for mobile phones. 471 self-administrative questionnaires were analyzed through structural equation modeling to test hypotheses. The results of the analyses showed that brand associations, brand awareness, brand loyalty, and perceived quality have significant effects on customer based brand equity. However, brand trust and brand attachments have no significant effects. This research contributes by developing a valid and reliable model of brand equity’s dimensions as and output of marketing communications and their effects on customer based brand equity, while also giving the opportunities for marketers to know how the consumers perceive the marketing communications. And also it opens doors for new researches to study why trust and attachments as an output of marketing communications do not actually affecting customer based brand equity.

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Brand equity is so essential issue to be considered by manufacturers and retailers as well, that is to manage thebrand rationally. The aim of the current research is to support managers in terms of determining the expectedinfluence of marketing activities on the brand equity, which implies for the relative fund each activity deserves.The study investigated the potential effects of brand equity drivers (i.e., distribution intensity, advertising,monetary promotion) on the dimensions of customer-based brand equity. In addition, the research investigatesthe inter-relationships among the dimensions of brand equity. The study was built on data derived from 497respondents. The results indicate that the proposed model reflects perfect fit to the data. The most of thehypothesized influences were significant and took the expected directions. The results would lead to suggest thatbrand awareness is the starting point to constitute the customer-based brand equity. Discussion and implicationsare provided.