Customer-based Brand Equity Model Research Articles

Investigation into the festival brand co-creation mechanism: extended application of the customer-based brand equity model

ABSTRACT Festival branding is of great significance to festival tourism marketing and competitive advantage. The research framework deepened the application of the Customer-Based Brand Equity (CBBE) model by integrating destination and product familiarity as well as two moderators of perceived value and community involvement, to elucidate the complex mechanism of festival brand co-creation. The Qingdao International Beer Festival was chosen as the research background for this study. Both quantitative and qualitative findings revealed that festival brand co-creation is significantly relevant to product and destination familiarity, association, image and attachment to a festival brand, perceived value and community involvement.

Implementation of sustainable hospitality by improving brand equity in tourism industry: A study case

This study explores the connection between environmental sustainability narratives ("green narratives") and brand equity in the hospitality industry. It investigates how adopting and communicating sustainability practices affect customer-based brand equity (CBBE) using a comprehensive framework that integrates horizontal and vertical analysis and Kevin Lane Keller's CBBE model. The horizontal analysis measured how these efforts resonate with customers and influence brand perception. The vertical analysis examined the depth of sustainability initiatives, emphasizing their integration within the organization, such as eco-friendly layout, authentic local food, and excellent service. Keller's CBBE model guides the exploration of brand development stages, from identity to resonance, highlighting how green narratives impact brand recognition, significance, response, and resonance. Through this research, the author aims to uncover how green narratives shape customer perceptions and loyalty in the hospitality industry. The data for this study came from semi-structured interviews conducted as part of the qualitative research methodology. After that, the gathered data was investigated using Keller's model, vertical analysis, and horizontal analysis. Plataran's social media green narratives have a positive impact on brand equity because consumers respect and believe in companies that are committed to protecting the environment and cultural traditions. Brand resonance can be increased through active participation on social media, satisfaction surveys, loyalty plans, and creating a sense of community.

The study on the customer-based brand equity of the hypermarkets in Shanghai, China

The study aims to find out if a well-known brand equity model can be used in the Chinese hypermarket industry. How Aaker's customer-based brand equity model affects the overall brand equity of hypermarkets in Shanghai, China. The mall intercept method is used to collect data from the public. A survey was administered using the structured questionnaire at hypermarkets in Shanghai. The questionnaire used a seven-point Likert scale to record the responses, with one representing "strongly disagree" and seven representing "strongly agree." A total of 385 samples were successfully collected. The research showed that brand awareness, perceived quality, and brand loyalty were significantly related to total supermarket brand equity. On the other hand, brand association was found to have no significant influence on brand equity. A hypermarket’s brand loyalty is the most essential consideration for valuing its brand equity. Based on these findings, it was concluded that the brand equity model is generalizable across industries, including the hypermarket business. Thus, supermarkets must do an overall equity assessment that takes into account the relative influence of the aforementioned factors. This research is vital for large hypermarkets that are working to enhance their brands’ value proposition.

A two-phase confirmatory factor analysis and structural equation modelling for customer-based brand equity framework in the smartphone industry

The emergence of smartphones has brought a transformative change in the smartphone industry in terms of technological innovations and business decision-making dynamics. Smartphones have appeared in the market as the standard configuration and currently represent the fastest-growing market segment in the telecommunications industry. It is considered a highly involved product that is relevant and important to the buyer due to its daily use and multiple functionalities. With this growth in smartphone use, the market has been more competitive with the emergence of new brands leading to a wide range of brand selection opportunities for customers. Therefore, there is a need for smartphone companies to understand customers’ brand equity before implementing strategic decision-making to promote their brands. This paper introduces a conceptual framework based on the theoretical framework of Keller and Aakar’s Customer-Based Brand Equity (CBBE) models. This conceptual framework consists of nine constructs organised into three layers: marketing programs, brand equity dimensions, and brand equity. The framework has been validated using a quantitative survey of Nepalese smartphone users in two phases. In the first phase, Exploratory Factor Analysis (EFA) has been performed to measure the reliability of the constructs and the Factor Loading (FL) of the scales under each construct of the proposed framework. In the second phase, the survey questionnaire has been revised based on the analytical results of the first phase, and the full-phase survey has been conducted. The full-scale survey data has been analysed using Confirmatory Factor Analysis (CFA). Hence, the relationship between the constructs has been measured using Structural Equation Modelling (SEM) for the proposed framework. This proposed framework has focused on different strategic decision-making constraints of smartphone marketing, which decision-makers can utilise to develop market policies and other business decisions. The results have indicated that the Product Features (PF) have an important role in creating positive Perceived Quality (PQ) if the promotion has been made to create Brand Awareness (BA). Positive PQ helps in enhancing Brand Image (BI). Marketers need to focus on creating positive Brand Preference (BP), as BI is not sufficient in creating Brand Loyalty (BL) and Brand Repurchase (BR).

Determinants of Hotel Brand Image

This study aims to find out the factors affecting the Brand Image of Hotels applying a Unified Model of Customer-Based Brand Equity. Additionally, it tests the moderating effect of tourism management in the relationship between the determining factors and brand image of hotels. Responses were gathered from the customers of some selected Bangladeshi hotels in four and five-star category using a multi-stage sampling procedure. The Partial Least Square Structural Equation Modeling (PLS-SEM) was used to test the hypotheses of this study. Corporate social responsibility was found to be the most significant, followed by brand superiority, brand association, brand awareness and brand resonance. It was found that the relationship between brand superiority and brand image was moderated by tourism management; the relationship between brand resonance and brand image was also found to be moderated by tourism management. The findings of this study bear implications both in theoretical and practical aspects.

Developing an Ingredient Branding Strategy Applied to Pigmented Rice Commodity

Pigmented rice agroindustry has just started its market development, thus require a branding strategy. It may apply an ingredient branding strategy that can increase brand awareness and equity of pigmented rice by highlighting the ingredients. This paper discussed the developing strategy of pigmented rice products using the Customer-Based Brand Equity Model (CBBE). The brand awareness and loyalty survey was conducted to analyze the pigmented rice brand equity. The survey also explored branding media to increase consumers’ brand equity. The survey captured 261 respondents from various cities in Indonesia. The results of the t-test showed a significant difference between regular and occasional consumers. The CBBE diagnosis indicated that the producer should highlight antioxidants, anthocyanin, and other health benefits through advertising, word of mouth, health-related campaigns, and informative packaging.

Applying Model of Brand Equity in Higher Education Marketing Context

Abstract Background: The idea of brands is currently swiftly transferring from the market for goods to the market for services, giving rise to the service brand. Globalisation, the accelerated and increased development of service activities, and more rivalry in the provider’s market have all contributed to this. Objectives: The primary goal of this study is to empirically test the conceptual model in higher education to create a comparative study based on different contextual dimensions and better understand brand equity in higher education. Methods/Approach: A quantitative research method was applied. Using a questionnaire, which was sent to students by e-mail, the data were collected. The sample chosen targeted 250 actual (university students) in Slovenia. Results: Consumer traits and concepts related to the brand equity’s awareness dimension have no discernible influence on consumers’ perceptions of brand equity. Promotional actions intended to increase brand equity by increasing awareness were ineffective and had a favourable effect on the brand equity of the symbolic qualities. All service characteristics were discovered to be important. Price, excellent quality, and benefits all had a large and positive impact on brand equity. In conclusion, all financial factors had a substantial and favourable effect on brand equity. Conclusions: The research’s findings showed that the customer-based brand equity model might be used to create a competitive advantage in the higher education sector and to direct marketing efforts.

Demystifying the person brand – Roger Federer: the greatest of all times (G.O.A.T.)

Research methodology This case study is a compilation of data gathered from secondary data sources. Case overview/synopsis Roger Federer has won a record setting 20 grand slam titles in his career and has an impressive 103 ATP singles titles to his name. He has stood the test of time and is widely acknowledged as one of the most distinguished players of all times. His personal charisma, classic shot making abilities and consistent stylish on-court performance over a long period of time has created a brand – Roger Federer. Inevitably, as he will have to wind down his career, it would be challenging to brace the brand and identify ways for its endurance. Various models of brand management, namely, Brand Identity Prism and Customer-Based Brand Equity model, have been applied for the brand – Roger Federer. An analysis of brand-building practices can help to understand how sportspersons build brand equity and factors which characterize personal brands that develop in a professional arena. This case study also helps to dwell on how human brands will sustain themselves after the players retire. Complexity academic level This case is designed to teach the concepts of brand in courses such as brand management, marketing management and sports marketing to both undergraduate and postgraduate classes of business management. This case can also be used in various executive programs and in customized short-term courses.

The impact of university brand image on students’ loyalty: A study of non state universities in Ho Chi Minh City

In the integration with the world economy, a large number of universities are gradually increasing, leading to strong competition. Therefore, building and managing a university brand is one of the key strategic solutions to enhance students’ loyalty towards the university. This paper applied brand equity theory and customer-based brand equity (CBBE) models to assume the impact of brand image on students’ loyalty. PLS-SEM was employed for data analysis by Smart- PLS 3 software with 431 respondents (second-year to fourth-year students of non-public universities in Ho Chi Minh City). Research results identified 4 dimensions of university brand image: university heritage, trust, service quality and appearance & atmosphere. The finding revealed that the dimensions of university brand image had a positive impact on university reputation and students’ satisfaction, influencing students’ loyalty. Furthermore, university reputation was also a mediator to moderate the relationship between university brand image and students’ satisfaction. Consequently, managerial implications considered branding and brand image management as a necessary strategy that universities should conduct to attract students, differentiate and create competitive advantages.

Is the destination brand loyalty mechanism invariable? A comparative study from China

Tourism area life cycle (TALC) theory has become a major topic in destination research; however, few scholars have used TALC theory to explain the dynamic relationship among customer-based brand equity (CBBE) elements. This study proposes and tests a model of CBBE to explain destination brand loyalty mechanisms at different TALC stages. The findings indicate that at the involvement stage, brand image and brand awareness are the keys to enhancing brand trust, and brand attachment partially mediates the relationship of brand trust on brand loyalty; at the consolidation stage, brand quality is the key to enhancing brand trust, and brand attachment completely mediates the effect of brand trust on brand loyalty. The findings could help deepen the understanding of the dynamic destination brand loyalty mechanism and help destination marketing organizations be more effective at improving tourist loyalty at different TALC stages. • Destination brand loyalty mechanism varies in different TALC stages. • At the involvement stage, brand trust is mainly impacted by brand image. • At the consolidation stage, brand trust is mainly impacted by brand quality. • Brand attachment mediates the effect of brand trust on brand loyalty.

Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia

Tourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers—visitors. The aim of this paper is therefore to verify and modify the model of customer-based brand equity for a tourism destination (CBBETD) and its attributes for the destination of Croatia from the perspective of Czech tourists, among whom primary research was conducted using the CAWI method (n = 451). The main CBBE dimensions were extracted using factor analysis and a model with four dimensions (awareness, image, quality and loyalty) was created. The identified attributes explain between 55% and 82% of the variability of a given dimension. Although the study’s results follow the published models of CBBETD, the attributes in each dimension and the subdimension in the image dimension reflect the specificities of the destination of Croatia. Thus, the results of this paper extend the economic theory with another model and are also applicable in the field of destination management.

USING CUSTOMER-BASED BRAND EQUITY MODEL IN THE HIGHER EDUCATION CONTEXT: SIMULATING THE CURRENT UNIVERSITY’S BRAND

Purpose – the purpose of the article is to simulate the current version of a university’s brand using the Customer-Based Brand Equity (CBBE) model. Research methodology – the methodology of the paper includes analysis of theoretical sources and prior research on branding in higher education. For collecting primary data, a questionnaire based on the multi-dimensional CBBE model was used; a survey was conducted in Transport and Telecommunication Institute (Latvia). Structural equation modelling was then applied for confirmatory factor analysis of relationships between brand equity-related factors. Findings – Statistical analysis of the conducted survey’s data disclosed the importance of different brand dimensions within the CBBE model: Performance, Imagery, Judgments, Feelings, and Resonance. There is a notable difference between the perception of brand equity and associated factors by local and foreign students; it was discovered that local students have more concerns about the Imagery of the university brand, while foreign students are more focused on the Resonance factor. Research limitations – the research was conducted within one higher education institution. Further study with a broader research base that confirms the applicability of the Keller’s model in different settings would be beneficial. Practical implications – as brand equity affects the choice of a marketing strategy adopted by a university, the information obtained through simulation of the current version of the corresponding brand is vital for developing and updating an efficient strategy aimed at accomplishing a competitive advantage in both local and international settings. Originality/Value – the current brand’s version has been successfully stimulated in higher education settings, applying the CBBE model as a scalable framework – to demonstrate how different factors related to brand equity are perceived by the university’s students.

The Effect of Brand Equity on Consumer Purchase Decision: The Case of Cell Phone in Ethiopia

The primary objectives of the study were to investigate the effect of brand equity on consumers purchase decision of cell phone in Addis Ababa by utilizing Aaker’s customer-based brand equity model. Four dimensions of brand equity model posited by David Aaker were used in order to conduct the investigation via quantitative research Approach, where descriptive and explanatory research design was applied. Samples of 404 respondents from Addis Ababa were selected by a convenience sampling method and 355 valid data was collected through a structured questionnaire with 88% response rate. Statistical analysis has been conducted using statistical process for social science. Descriptive analysis such as frequency, mean and standard deviation has been used to interpret the result. Furthermore, correlation and regression analysis has been performed. While performing the research, the reliability and validity of the instrument has been verified. Apart from that, the fulfillment of basic assumption for correlation and regression analysis has been conducted. The results of multiple regression analysis also revealed that the four dimensions have a positive influence on consumers purchase decision of cell phone. Among those dimensions, brand Awareness and perceived quality had the strongest positive significant influence on consumers purchase decision of cell phone respectively. Keywords : brand, Brand Equity, Brand awareness, brand association, brand loyalty, perceived quality, Purchase decision. DOI: 10.7176/JMCR/78-01 Publication date: April 30 th 2021

After-sales services, brand equity and purchasing intention to buy second-hand product

Purpose This study aims to examine the concept of brand equity and willingness to buy second-hand products in the automobile context. The customer-based brand equity model is used as a theoretical lens to examine after-sales services, brand credibility and brand loyalty as drivers of brand equity and willingness to buy the second-hand product. Design/methodology/approach A survey questionnaire based on convenience sampling is used to collect the data from the car owners. A total of 433 survey responses were used to empirically test the measures and propositions by using structural equation modeling (SEM). Findings The findings suggest that after-sales services are a key factor in developing brand credibility and brand loyalty. Results are also in support of the positive and significant impact of brand credibility and brand loyalty on brand equity and willingness to buy second-hand products. Originality/value Brand equity represents a differential response and preference to marketing efforts that a product obtains as a result of its brand identification. Although practitioners are actively engaged to position themselves as a unique, attractive and strong brand, little is known about the equity of the brand in the case of second-hand products. This study provides an alternate branding view to the academic scholars and to the marketing manager as this study explicitly probes into the effect of after-sales services in developing brand credibility, brand loyalty, brand equity and wiliness to buy second-hand product as an outcome.

BUILDING A DOMESTIC DESTINATION BRAND: A CASE OF SERBIA

This paper uses the customer-based brand equity (CBBE) model to empirically evaluate the brand equity of Serbia as a tourist destination, its underlying dimensions and interrelated causal relations from the perspective of domestic visitors. The study is in line with the previous research findings and brings new insights into the destination’s analysis; it shows that the Serbian domestic tourism market has not yet developed the critical area of destination image and empirically proves the importance of awareness as the most important dimension of the CBBE of the Serbian domestic tourism market. The implications of the Serbian domestic destination tourism market are evaluated, and future research avenues based on the outcomes are highlighted.

Brand equity and its Influence on Customer Satisfaction in Midscale and Budget Hotels of Jaipur

The main purpose of this paper is to utilise the customer-based brand equity (CBBE) model of David Aaker (Aaker, 1991) to examine the influence of brand equity on customer satisfaction in midscale and budget hotels in Jaipur. This study recruited 250 respondents who regularly visit the identified branded midscale hotels of Jaipur. In this paper, managerial implication of CBBE is proposed to provide a reference tool for the management of the brand equity of these midscale hotels and to enhance their brand value. The negative impression, which existed in the minds of consumers of midscale and budget hotels, is being replaced by a perception of affordability, efficiency, and good experience. The fast-changing market equation has positively impacted the midscale hotels segment. It can be seen from the competition among domestic as well as international hospitality operators in this segment. Midscale hotels are being redefined with new concepts, innovations, and strategies. Now they are mini full-service hotels being recognised as business class and installed with the basic facilities, targeting a specific market and mid-rank business executives and price sensitive corporate customers. Budget hotels reasonably priced with good service, style, and better ambience demonstrate professionalism. With heavy demand and less supply of midscale and budget hotels in Jaipur, hotel management has to stick to brand equity in order to maintain customer satisfaction, which in turn leads to profit.

Critical Review of Literature on Brand Equity and Customer Loyalty

Brand equity is recognized as the driving force of customer loyalty in the competitive firms operating in the changing business environment. The culture of attracting and retaining customers is dependent on which organization can enhance the value of their products to conform and exceed customer needs. By extension, brand equity is regarded as a multi-dimensional facet that comprise of brand loyalty, brand awareness, brand association, perceived quality, brand association and proprietary assets. Theories and models which have been discussed extensively and inform the basis of arguments of this study include; brand equity theory, consumer utility theory, customer based brand equity model, service branding dominant logic model and brand evolution model. Despite conflicting ideologies and evolving nature of brand equity based on psychological aspects of consumers like attitudes and perceptions, it is noted that that there is a positive correlation between brand equity and customer loyalty. Based on the existing literature, it can be concluded that brand equity is the only strategic marketing initiative companies can enhance customer relations and sustainability. Therefore, it is recommended that companies should always strive to enhance their image in the mind of consumers by repositioning their brands in the market.

Brand Management Practices, Corporate Image, Customer Characteristics and Satisfaction among University Students in Kenya

The objective of the study was to determine the influence of brand management practices, corporate image, and customer characteristics on customer satisfaction among university students in Kenya. The study was founded on three theories namely: Customer based brand equity model, expectation confirmation theory and consumer utility theory. The study adopted descriptive research design, the target population comprised of students fromall 70 universities registered and accredited to operate in Kenya, with a population of 443,783 students enrolled for various undergraduate degree programmes from which a sample of 384 students was drawnstudent’s characteristics in public and private universities tend to differ significantly. The study used a multistage sampling procedure that involved two stages. The first stage was sampling 30% of the universities in each category using a simple random sampling method. The second stage used systematic random sampling, selecting every 5th student entering the main gate of the main campus of the selected university. Purposeful sampling was applied strategically to ensure equitable distribution of respondents based on gender, the program enrolled and the year of study. This helped reduce biasness and ensured fair representation. Data was analyzed using descriptive statistical analysis, correlation analysis and regression analysis. The study revealed there was a joint effect of brand management practices, customer characteristics and corporate image on customer satisfaction in university students in Kenya with R2=0.308; p-value= 0.000. Brand management practices were found to influence customer satisfaction more in the private individual owned and private institutional owned than in public universities, with R square of 0.149, 0.312 and 0.423 respectively. Similarly, corporate image was found to have a stronger moderation effect on the relationship between brand management practices and customer satisfaction in private institutional owned universities as compared to the private individual owned and public universities, with R2 of 0.671, 0.440 and 0.213 respectively. The study recommends that policy can be developed that encourages inculcating brand management practices within universities in Kenya. Policy can be developed to encourage measurement and reporting of performance along brand management practices as used in this study.

Customer Based Brand Equity and University Brand Management

As Vietnam integrated deeply into the world economy, higher institutions are on a rise and faced with strong competition, university brand management has played an increasingly important role. Following brand equity theories and customer based brand equity models, the paper proposes an analytical framework which adopts Aeker’s four components (1991) including brand awareness, brand associations, perceived quality and brand loyalty in order to enhance the value of brand equity for higher institutions in Vietnam.

Understanding the role of destination imagery in mountain destination choice. Evidence from an exploratory research

The present study explores the imagery of mountain tourism destinations. The research is based on customer-based brand equity and destination choice models, and addresses destination imagery through the concepts favourite destination (FD) and autobiographical memory. Through an online, multilingual survey, 711 responses, consisting of words, associated by a self-selected sample of European mountain tourists to their favourite mountain destinations, were collected. Such data was subjected to a deductive content analysis, and the results suggest that the imagery of favourite mountain destinations consists mostly of functional elements. Findings reinforce previous theories regarding the concept of favourite destinations, destination imagery (DY) processing, and destination choice. Future studies should apply such analysis to other tourism products, as well as to different or more representative samples, to verify whether imagery structures differ.