Customer-based Brand Equity Research Articles

Social Media marketing and restaurants’ brand equity after COVID-19: A revitalizing model

The COVID-19 pandemic has reshaped the establishment of long-term brand equity through social media marketing (SMM) due to the imperative of swiftly adapting to dynamic digital landscapes and heightened competition. This study investigates the impact of SMM on customer-based brand equity (CBBE) for restaurants in the post-COVID-19 era, by reevaluating the SMM model and postulating the effect of electronic word-of-mouth (e-WOM) as a mediating variable rather than an independent one. The study adopts a deductive approach and a descriptive methodologvisualisey where a quantitative survey-based strategy utilizing a five-point Likert scale questionnaire was employed. The validated questionnaire was distributed online to active social media users following local restaurant social media accounts; a convenience sample was utilized. After filtering and screening, 618 responses were analyzed using partial least squares (PLS)-SEM to test the proposed hypotheses. Our findings emphasize that interaction is the most influential factor in shaping restaurants’ CBBE, followed by trendiness and customization. In contrast, entertainment does not significantly affect CBBE. Additionally, e-WOM mediates the relationship between SMM and CBBE. Repositioning e-WOM in the model enhances our comprehension of its impact compared to its previous position, as it cannot be completely controlled by restaurants. In-depth discussions and managerial and theoretical implications are provided.

The Influence of Social Media Communication Towards Customer-Based Brand Equity on Netflix

This study aims to analyze how social media communication seen from user-generated content, firm-generated content, and distribution intensity affects customer-based brand equity on Netflix. Respondents in the study were 321 Netflix subscribers. This study uses a lower-order construct as a research model. Based on the results of research that has been conducted, show that firm-generated content (FGC), user-generated content (UGC), and distribution intensity (DI) affect customer-based brand equity (CBBE) at different levels. Although UGC has a smaller effect size compared to FGC, it still has significant relevance. Distribution intensity is important for increasing brand awareness and loyalty, although it has no direct impact on perceived quality. This in-depth understanding can guide marketing and brand management decisions to effectively utilize these components.

Effect of popular culture on tourism firms' market value:A destination brand equity perspective

Popular culture provides numerous benefits to destinations, enhancing their image, reputation, and sales. While previous research on its impact on tourism has predominantly focused on individuals’ perception and behavior toward a destination, little attention has focused on its potential spillover effect on the tourism and hospitality firms. This spillover can create destination brand-related intangible assets that positively influence firm value. Based on the customer-based brand equity theoretical framework, this study reveals that popular culture significantly affects the firm value of the tourism and hospitality industries, with notable effects observed two days after the event. Individual companies operating under the umbrella brand of a destination gain advantages from the improved brand knowledge associated with that overarching brand. The findings also highlight that the unique characteristics and nuances of popular cultural content, such as its genre, popularity scope, and celebrity effect, play a crucial role in shaping the magnitude of its impact.

A holistic empirical approach to marketing activities and performance interaction in banking industry: the mediating role of customer-based brand equity

A holistic empirical approach to marketing activities and performance interaction in banking industry: the mediating role of customer-based brand equity

Measuring the brand and category effects of marketing activities on customers

Brands play an important role in shaping the impact of a company’s marketing activities on its customers. The key concept of customer-based brand equity in brand research suggests that the effects of different brands differ, even for identical marketing activities. However, empirical analyses that have confirmed the differences in marketing effectiveness across brands are scarce and even fewer studies have compared the effectiveness of multiple marketing activities simultaneously. As a comparison of marketing effectiveness relative to competing brands is important for brand management, this paper presents a method for measuring the differences in marketing effectiveness across brands. The paper employs a hierarchical Bayesian model to compare the effects of pricing and promotional strategies across six makeup cosmetics brands on customers’ responses in Japan. The results reveal that: (a) there are differences in marketing effectiveness between brands for both pricing and promotional strategies, (b) the extent of marketing effectiveness differs between brands for each marketing activity and (c) the effects of pricing and promotional strategies on customers’ responses differ between brands. These results indicate that the hierarchical Bayesian model-based measure for assessing marketing effectiveness proposed in this paper is effective for comparing brands, which highlights the need for different brands to adopt distinct marketing strategies. As the dominant strategy varies by brand, marketers should consider this aspect carefully. Future studies should examine whether purchase intention is directly linked to actual purchases as well as consider alternative independent variables (eg comparisons between promotional strategies) and dependent variables (eg willingness to pay and brand choice).

Corporate social responsibility impact on customer-based brand equity in the Moroccan luxury hotel context: mediating role of customer value co-creation

Purpose This study aims to examine the impact of corporate social responsibility (CSR) on customer-based brand equity (CBBE), with a focus on the mediating role of customer value cocreation (CVCC). The objective is to understand the direct and indirect links between CSR and the dimensions of CBBE (image, quality, awareness, loyalty) in the context of the luxury hotel industry, thus filling existing gaps. Design/methodology/approach This quantitative study of luxury hotel guests in Morocco used a questionnaire. After a pilot study with 10 professionals, the final version was administered, generating 204 valid responses. Purposive convenience sampling was chosen. PLS analysis was favored. Findings The results highlight the significant influence of CSR on the four dimensions of CBBE. Likewise, CVCC exerts a significant effect on CBBE aspects, except for brand loyalty. CVCC partially mediates the relationship between CSR and brand image, perceived quality and brand awareness. However, it does not have a significant mediating role in the CSR−brand loyalty relationship. Research limitations/implications The study, despite its contributions, is limited to the luxury hotel industry in Morocco, raising concerns of external validity. Future research should diversify service contexts and explore the multidimensionality of CSR. Practical implications Luxury hotel managers should prioritize authentic communication to optimize their CBBE through CVCC. An inclusive and strategic approach to cocreation is essential to strengthen the impact of CSR on CBBE. Integrating CSR into customer touchpoints and human resources policies is crucial. Originality/value This study, to the best of the authors’ knowledge, enriches understanding of the complex interactions between CSR, CVCC and CBBE in Morocco and North Africa. Its originality lies in its exclusive contribution to the region’s marketing literature, broadening the field of knowledge. By exploring these relationships in the specific context of the region, it offers new perspectives to researchers and practitioners interested in CSR, CVCC and CBBE.

Exploring the mutual relationships of brand equity in the tourism and hospitality sector

PurposeThe purpose of current study aims to provide a different perspective on customer-based brand equity (CBBE) and integrate this with previous brand equity theory to contribute to the brand equity literature.Design/methodology/approachProposed hypotheses were verified using structural equation modelling (SEM) with multiple datasets. Study 1 collected data from 574 foreign tourists and 624 domestic tourists of culinary tourism. Study 2 used 1,020 customers from anti-epidemic restaurants, and Study 3 investigated 464 hotel customers’ perceptions of customer-based brand equity.FindingsBuilding on the mediation-moderation model, the present study posits that perceived quality relates to brand loyalty through brand image and brand awareness of using 2,682 participants. Specifically, we argue that this indirect relationship exhibits a difference moderated pattern in which motivation and hedonic function are most likely to benefit from revisit destinations for tourists when they are moderate. We further explored the new anti-epidemic concepts of COVID-19 and identified restaurant operation as an important moderator that influences customer image of restaurant revisit.Originality/valueUntil now, no tourism and hospitality studies have addressed these unsolved problems in an integrated manner. This study was to investigate the brand equity development process.

Understanding the Role of Social Media on Customer-based Brand Equity and Brand Engagement in Tourism in Indonesia

This study aims to explain the relationship between social media and customer-based brand equity in understanding destination tourism. Furthermore, this study was also used to raise awareness about the importance of social media for marketing activities in every aspect. The method used was qualitative research with observation methods. This study is included in the category of secondary data obtained from previous studies. This is a field research which is carried out by observing and recording events on the object of research, in this case, visitors to tourist attractions. The study shows that there are two major reasons for social media’s popularity among tourists. First, experiential tourism allows potential tourist to make their decision based on shared experiences available on social media. Second, social media allows tourists to be storytellers and improves the sense of belonging to the online community. Keywords: social media, customer-based brand equity, brand engagement

Proposed Content Marketing Strategy Improvement of Leap-Telkom Digital to Increase Brand Awareness

With the movement of IndiHome as the previous main product of Telkom Indonesia to Telkomsel, Telkom Indonesia is currently struggling with enhancing their digital products performance. Telkom implements its transformation from telecommunication to digital telecommunication state-owned enterprise. With that, Telkom wants to focus on enhancing its digital products. However, in its implementation, Leap faces the effort of increasing its brand awareness. Based on the author’s findings from initial survey, the potential target customers are still not familiar with Leap nor Telkom’s digital products. Moreover, this problem is also supported by the previous performance of Leap’s website from its total users and engagement. The spread of Telkom’s digital products knowledge to internal Telkom employees is also not distributed equally. With this, the author conducts research to improve Leap-Telkom Digital in hopes of improving its brand awareness. The research is using Gap analysis, Brand Building Blocks, Customer-Based Brand Equity (CBBE) pyramid, and internal interview to find the deeper problem of what’s causing low brand awareness of Leap. And then, using theory of Integrated Marketing Communication (IMC), as well as weighting and rating method, the author proposed a Content Marketing strategy to help Leap improving their website traffic and impression performance. With the result of both IMC and weighting rating method, the author proposed content marketing implementation plan for Search Engine Optimization (SEO), Social Media, and Email Marketing.

The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective

PurposeAugmented reality (AR) provides consumers with added value by allowing them to experience products via mobile devices. An increasing number of brands have adopted AR apps, but little is known about how consumers respond to AR app attributes or what motivates them to use luxury brand AR apps. To fill this gap, this study aims to use the stimulus-organism-response (S-O-R) model to examine how AR app attributes (i.e. interactivity and virtuality) and customer-based brand equity (CBBE) (i.e. brand awareness and brand image) of luxury brands affect consumers’ behavioral intention to share about the app and use it for future purchases.Design/methodology/approachParticipants were recruited using a quantitative online survey (n = 214) and asked to use the Gucci mobile AR app before completing the survey. Partial least squares structural equation modelling (PLS-SEM) was used to analyze the data. All measures were adapted from existing literature.FindingsFindings indicate that AR app attributes lead to positive consumer experience, in turn, creating behavioral intention, while CBBE partially leads to positive consumer perceptions. Post hoc analysis confirms that consumers’ perceived values mediate the relationship between AR app attributes and consumers’ attitudes toward a luxury brand AR app.Originality/valueTheoretically, this study expands the application of the S-O-R model along with brand equity to AR adoption and luxury retail by demonstrating the intricate mechanism of how AR app attributes and CBBE promote consumers’ behavioral intentions toward luxury brand AR apps. Practitioners may create more interactive and immersive virtual product demonstrations and focus on establishing the overall brand image.

Accessing the Untapped Brand Leverage Potential: A Strategic Framework from a Capital Market View

Do firms fully capitalize on the financial strength of their customer-based brand equity (CBBE)? If not, how large is the gap to a benchmark condition where CBBE is financially fully leveraged? Which market strategies, if any, should the firm emphasize to close the gap? This research addresses these questions. The authors introduce a framework and methodology that enables firms to identify and measure their “brand capabilities gap,” which captures the firm’s potential for leveraging CBBE into firm value when the most effective and efficient brand leverage strategy is in place, and, if necessary, take corrective action to realize their brand leverage potential. The authors further examine three market strategy moderators that firms can steer via their marketing programs and tactics to close the brand capabilities gap. The application of the framework and methodology to a wide-ranging sample of firms from 2005 to 2013 reveals that, on average, firms only realize 35% of their financial brand leverage potential. This translates into an average brand capabilities gap worth $2.1 bn per brand, which represents 4.3% of firm value. These findings have important implications for strategic brand analysis and planning and can help firms design a more effective financial brand leverage strategy. This paper was accepted by Raphael Thomadsen, marketing. Supplemental Material: The online appendices and data files are available at https://doi.org/10.1287/mnsc.2022.00670 .

Navigating digital horizons: A systematic review of social media’s role in destination branding

Purpose — This study aims to acquire a comprehensive understanding of how social media platforms contribute to the process of destination branding by identifying major themes in the literature pertaining to social media's role in destination branding.Method — This study employs a Systematic Literature Review (SLR) methodology to conduct an in-depth analysis of academic journal articles pertaining to the role of Social Media Marketing (SMM) in destination branding. The review encompasses 55 final articles published and indexed in the Scopus database from 2014 to 2024. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method is employed as the framework for this systematic review, ensuring the robustness of the review process.Result — Four prominent themes have been identified regarding the role of SMM in destination branding: 1) Enhancing Destination Brand Value Co-Creation, 2) Influencing Customer-Based Brand Equity, 3) Shaping Destination Brand Identity, and 4) Driving Destination Brand Engagement and Loyalty.Practical implications — Destination marketers should leverage social media strategically to enhance brand visibility, engagement, and loyalty, utilizing these platforms as virtual stages to showcase the destination's culture, heritage, and diversity.

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.

The influence of co-branding strategies on repurchase intention: Empirical evidence on cosmetics and herbal medicine collaboration product in Indonesia

During collaboration strategies, companies combine two or more products with different characteristics. This strategy is interesting to research because it is an out-of-the-box strategy. In general, brand partnerships usually occur between companies with similar values, missions, and consumer target markets. This study aims to examine the effect of co-branding and promotions on customer-based brand equity and repurchase intentions with customer-based brand equity as a mediator. This paper used a quantitative approach. Data collection was carried out through online surveys distributed among 115 buyers of a collaborative product of Upmost Beauté cosmetic item and Tolak Angin herbal medicinal item in the city of Semarang, Central Java Province, Indonesia. Data analysis used regression tests and Sobel tests with SPSS 24.0 software. The research results found empirical evidence that co-branding and promotions increase customer-based brand equity, and customer-based brand equity increases repurchase intentions. These results also reveal the mediating role of customer-based brand equity in contributing to increased repurchase intentions. Co-branding and promotional strategies increase repurchase intentions through customer-based brand equity. Companies should focus on co-branding strategies, promotions, and customer-based brand equity to attract more consumers to repurchase Upmost Beauté and Tolak Angin collaboration product.

Customer-Based Brand Equity Drivers: A Leading Brand of Beer in Estonia

Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In order to achieve this goal, an empirical study was conducted based on the 17 customer-based/consumer-based brand equity models: the 15 brand equity models, including the beer/beverage brand equity models, the 2 internal brand equity models, as well as 3 other related models. The study utilised a sample of convenience of 120 University of Tartu students. The questionnaire was placed on Google’s online survey administration service. Confirmatory factor analysis (CFA) through AMOS29 was used for testing the fit of the model and covariances (through AMOS29) were used for testing the hypotheses. Additionally, t-test analysis was used for the differences in the means between the demographic characteristics and the items of the model. The results show that brand meaning has a strong positive effect on attachment strength, which significantly influences relationship factors—commitment, trust, and satisfaction. Another major finding is that the relationship factors—commitment, trust, and satisfaction—play a significant role in the development of the brand equity of A. Le Coq beer. This study provides useful insights for brewery marketing managers by exploiting the strong positive relationships found between beer brand equity drivers, such as the strong positive relationships found within consumers of beer, i.e., the relationships between brand reputation and brand image, brand meaning and attachment strength, attachment strength and commitment, attachment strength and satisfaction, attachment strength and trust, satisfaction and brand equity, commitment and brand equity, and trust and brand equity. This finding contributes to the literature on brand equity related to the Estonian environment. Five differences in demographic characteristics seem to play a role in designing strategies by the management teams of different brands for increasing the consumption of their competing brands of beer. A replication of a model previously used for a non-product is part of the novelty of this paper. In addition, all the examined relationships are found to be positive and significant, which provides a contribution to the existing literature.

From Clicks to Satisfaction: A Study on How Customer-Based Brand Equity Shapes Customer Satisfaction in Online Food Delivery Realm for Generation Z in Lampang Province, Thailand

Background and Aim: The rise of online platforms, especially in the food service industry, has significantly impacted Generation Z, enhanced brand preference and loyalty and potentially affecting customer satisfaction. This research explores the impact of customer-based brand equity on customer satisfaction with online food delivery applications for Generation Z in Lampang Province, Thailand. Materials and Methods: This study focuses on a quantitative approach to investigate the relationship between customer satisfaction and brand awareness among Generation Z users of online food delivery applications in Lampang Province, Thailand. A sample size of 400 users was chosen. Data was collected using accidental and convenient sampling techniques, with an online questionnaire as the most suitable instrument. The questionnaire was designed with five key variables and tested for internal consistency using Cronbach's alpha coefficient. A multiple regression analysis was performed to understand the influence of the independent variables on the dependent variable, customer satisfaction. Results: The study uses enter method regression analysis to explore the relationships between four hypotheses on customer satisfaction in online food delivery applications for Generation Z in Lampang Province, Thailand. With these factors accounting for about 63.90% of the variance, the findings demonstrate a positive impact of brand awareness, association, loyalty, and perceived quality on customer satisfaction. Conclusion: The results show a positive impact of brand awareness, association, loyalty, and perceived quality on customer satisfaction. Implementing these suggestions can enhance customer satisfaction and competitiveness in the online food delivery market for Generation Z in Lampang Province, Thailand.

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.

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.

Enhancing brand equity through multidimensional brand authenticity in the fashion retailing

Excessive marketing competition among brands has recently increased consumer demand for brand authenticity. Brand authenticity has become a precondition for successful business practice. Consequently, any brand uses brand authenticity to decrease consumer distrust regarding marketing strategies and strengthen brand power and image. Accordingly, in relation to fashion brands, the objective of this study is to explore the association between multidimensional brand authenticity (i.e., authenticity toward product and corporate) and customer based brand equity (CBBE) components. In this research, the impacts of CBBE were assessed by conducting an online survey with the participation of 1733 Korean fashion brand shoppers. Additionally, the study explores the moderating influence of service providers' authenticity on the relationships between multidimensional brand authenticity and CBBE. The outcomes reveal that multidimensional brand authenticity effects perceived quality, brand association, and awareness. Additionally, brand association and awareness affect loyalty. Multi-group analysis is conducted to identify the difference between customers with low and high service providers' authenticity. By revealing a role for multidimensional brand authenticity and CBBE, this research adds to the existing literature on fashion brand. Furthermore, practitioners and marketers can derive valuable insights for developing marketing strategies across various brands from the outcomes of this research.

Impact of memorable tourism experiences on tourists’ storytelling intentions: an empirical investigation

PurposeThis study aims to examine the impact of the structural linkages between memorable tourism experiences, destination attachment, tourists’ satisfaction and customer-based destination brand-equity on tourists’ storytelling intentions.Design/methodology/approachThe authors proposed a conceptual model that examines how memorable experiences contribute to tourists’ sense of attachment to a destination, which can lead to their willingness to share their trip stories. Using partial least square estimation, the authors analysed the conceptual model through data generated by a survey of 448 Indian domestic tourists.FindingsStudy confirms the validity and usefulness of the conceptualized model, as it shows significant correlations between the key variables. Specifically, the authors found that positive and memorable tourism experiences significantly affect tourists’ attachment and their satisfaction with destinations. As a result, tourists who form a strong customer-based destination brand equity are more likely to develop storytelling intentions.Originality/valueTo the best of the authors’ knowledge, current study is the earliest to explore the association between memorable tourism experiences, tourist satisfaction, attachment, customer-based brand equity and how they impact storytelling intentions of tourists.