Customer-based Brand Equity Research Articles

In electronic retailing, the antecedent of brand equity in impulse buying

Branding has become immensely important for digital based organizations in the recent years because electronic Re tailing are identical and difficult to differentiate their product and services is highly attracting the public, to make use of the services in the organization especially in the E-Tailing. Customer based services play an important role, with increased competition in Electronic Retailing sector, For that, developing and implementing customer centric strategies, need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive products and services to understand customer perception towards Electronic Retailing sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify and analyse the various factors that determine the customer-based brand equity in the impulsive buying in Electronic Re tailing, here we taken as brand Equity determinants in impulse buying for our study. A sample of 330 respondents was taken from the customers of southern districts of Tamilnadu only, and tested by the correlation analysis and multiple regression, Factor Analysis and Independent sample t- test by using SPSS.

How has the effect of brand personality on customer-based brand equity changed over time? Longitudinal evidence from a panel data set spanning 18years.

Using a panel data set (n = 49,626), this research tests opposing hypotheses about the influence of brand personality dimensions (BPDs) on customer-based brand equity (CBBE) and the evolution of this influence over an 18-year period. The results show that, on average, the BPDs of excitement, competence, and sincerity have more positive effects on CBBE than sophistication and ruggedness. Furthermore, the effects of sincerity, sophistication, and ruggedness on CBBE have declined over time while the effects of excitement and competence have grown more positive: A 1% change in excitement is associated with a .45% change in CBBE in 2001 and a .71% change in 2018 (a 58% increase), while a 1% change in competence is associated with a .42% change in CBBE in 2001 and a .60% change in 2018 (a 43% increase). How these effects vary between countries, industry sectors, and brand types is also explored.Supplementary InformationThe online version contains supplementary material available at 10.1007/s11747-022-00895-2.

Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach

Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-generated and tourist-generated social media communication to determine the brand awareness and brand image of the Gilgit-Baltistan region, which in turn influence customer-based brand equity (CBBE) (i.e. perceived quality), satisfaction, and loyalty. Data come from well-known tourist sites in Gilgit-Baltistan. Using the multi-sequential approach in WarpPLS 7.0, findings shows that the social media communication dimensions show differential impacts on brand awareness as a metric of CBBE. Second, destination awareness demonstrates a differential impact on perceived destination image dimensions. Third, the destination image dimensions exert different effects on the perceived quality of the destination. Fourth, perceived quality positively influences satisfaction, which in turn enhances loyalty. We offer important implications that emerged from the analyzes and also suggest directions for future research.

The Impact of Facebook Marketing on Customer-Based Brand Equity and Purchase Intention on Fashionwear Retail Industry in Sri Lanka

Purpose –This study focuses on examining the impact of Facebook marketing components on customer-based brand equity (CBBE) and purchase intention (PI). 
 Design/methodology/approach – A conceptual model was developed based on the literature and related hypotheses were tested based on the responses of 390 Facebook (FB) fans of four leading fashion-wear retailers in Sri Lanka who have been selected on a random basis. The data was collected using an online survey and analyzed using the structural equation modeling. 
 Findings- The results indicate that Facebook marketing has a strong impact on customer-based brand equity. The items entertainment, reputation and relationship remain for Facebook marketing construct to test its impact on customer-based brand equity. This finding helps to recognize the role of Facebook marketing from the strategic point of view, confirming its significant contribution in taking a brand to the next level. Furthermore, the direct impact of Facebook marketing on purchase intention was not significant and customer-based brand equity fully mediates the relationship between Facebook marketing and purchase intention.
 Originality –This research applies the Honeycomb model which is a rarely used model to identify the components of Facebook marketing. Hence, this can be identified as one of first this kind of research in Sri Lanka. Further, this study address Fashion-wear retail industry which another important but understudied sector in Sri Lanka.
 Implications – This article connects the consumers’ opinion on Facebook marketing. The findings of Facebook marketing on taking brand equity into next level will be useful for decision making in business organizations. The effective use of social media will reduce the promotional expenses. Further, the application of Honeycomb model shows the appropriate criteria for Facebook marketing and fill the gap of the unavailability of criteria for social marketing evaluation.

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.

Effect of Social Media Personalization on Brand Strength

Personalization is now used at every corner and position of social media sites. Using Personalization in marketing communication is an effective communication strategy for many businesses to improve customer satisfaction, increase sales in a reduced advertising budget. This research is an attempt to measure the impact of personalized advertisement on customers' social media account. This empirical research develops and tests a conceptual model using the structural modeling technique of the data collected from Facebook users, who have seen any personalized advertisement of the preferred brand on their Facebook account. Results suggest that personalized advertisement of the brand in customers' social media accounts is positively related to brand experience. Brand experience is also positively related to brand equity and mediates the relationship between perceived personalization and customer-based brand equity. Both brand experience and brand equity collectively enhance the brand strength of the brand advertised on Facebook.

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx's Theory - Value-Based Perspective.

Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand’s overall equity requires strategies that the brand managers must implement. Based on Marx’s theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of brand resonance and customer affective commitment in the relationship between product perceived value and customer-based brand equity, respectively. For this purpose, the data were gathered from 310 customers of branding products in China. The present study applied partial least square structural equation modeling for empirical analyses using Smart PLS software. The present study’s findings acknowledge that product perceived value did not directly influence customer-based brand equity. However, results confirmed that product perceived value positively influences brand resonance and customer affective commitment. Furthermore, the outcomes of the present study also concluded that both brand resonance and affective commitment played a mediating role between product perceived value and customer-based brand equity, respectively. Theoretically, the study contributed to the literature by examining the influence of product perceived value on customer-based brand equity. The study also enriched the literature by providing key findings related to the mediating roles of brand resonance and customer affective commitment. Practically, the study is beneficial for the brands and they can enhance product perceived value by improving product design, effectively communicating product benefits, and executing effective promotional strategies.

THE ROLE OF SOCIAL MEDIA AGILITY: THE MODERATING OF CHANGE SEEKING

Abstract- Agility is applied to help brands to develop and quickly adapt with their operations to cope with changing customer developments. As the number of social media users in Indonesia increase, the application of social media agility is still rarely found in Indonesia. The high number of social media users in Indonesia has become a necessity for everyone to exchange information and go shopping. This makes brands change the way they interact with their customers and also develop strategies and tactics to overcome competitive competition in order to mantain their customers. This study developes previous research by analyzing the effect of customer engagement on customer based brand equity with change seeking as a moderating variable. This study uses a sampling method by collecting questionnaire data through google form with a total sample of 199 respondents. Based on the result of google form, only 150 respodents that meet the research criteria. The analytical instruments that used in the hypothesis are validity tests, reliability tests and descriptive statistics using AMOS 21 software. The results of this study show that Social Media Agility directly and indirectly (through Customer Engagement mediation) has a positive influence on Customer Based Brand Equity. And also Change Seeking strengthens the effect of Social Media Agility and Customer Engagement on Customer Based Brand, but it does not strengthen the effect of Social Media Agility on Customer Engagement. A brand needs to have greater plan in the use of social media for brand marketing strategies with innovation in social media. And this study can add practical information for marketing and managers about the use of social media in marketing strategies and also this study can be used as a new measurement step for improving operation aspects in social media for brand.
 Keywords: Social Media Agility; Customer Engagement; Customer Based Brand Equity; Change Seeking

The effects of authenticity and fictionality of brand story on customer-based brand equity

The effects of authenticity and fictionality of brand story on customer-based brand equity

Team Branding Enhancement: The Role of Player-Team Brand Personality Alignment in Team Evaluation and Brand Equity

Although the primary purpose of signing players is to provide fans with the best on-field performance, players’ role in team branding is another important factor that needs to be considered. Furthermore, as teams are dedicating tremendous time and effort into scouting and with large talent pools available worldwide, teams can easily find players with similar on-field qualities but possess dissimilar brand personalities. Thus, the purpose of the current study is to investigate the role of player signing in team branding. Particularly, this study examined the effect of player-team brand personality alignment on team-related fan responses. The empirical evaluation was undertaken with data collected from an experimental study. The authors empirically demonstrated that player-team brand personality alignment positively affected overall team evaluation and customer-based team brand equity, with more pronounced result for unfamiliar teams. Our findings not only establish the vital role of players in teams’ branding strategies but also uncover when aligned brand personality is more influential in reinforcing brand meaning and shaping affective brand evaluations and customer-based brand equity. The results of the current study fill gaps in the literature and extend the body of knowledge in branding studies in general and sports team branding studies in particular.

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.

Sales Promotion as a Tool for Improving Customer-Based Brand Equity in Kano Metropolis

Managing and building strong brand is seen today as the main goal of every organization. Having a strong brand is significant important to every organization as it result in having greater customers, achieving competitive advantage and brand extension. However, marketing researchers have not address how strong brand (brand equity) may be managed, built and improved through sales promotions. The study investigated sales promotion as a tool for improving customer-based brand equity by business organizations within Kano metropolis. The paper is conceptual. Therefore, it concludes that sales promotion as a promotional tool has a significant improvement on customer-based brand equity in Kano metropolis. Therefore, to have strength in terms of market leadership and market share, organizations must pay higher attention to their marketing activities such as sales promotion and this can be achieved by improving on the quality and awareness of the brand product and services. It is therefore, recommended that sales promotion should be strengthened and used by the organizations to create and manage strong brand as it have a positive impact on the attribute of brand knowledge which are believed to have an improvement on customer-based brand equity.

The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries

ABSTRACTSocial media marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. More complex and dynamic models focusing on customer-based brand equity often lack empirical support in higher education sectors, particularly from more than one country. Drawing from the elaboration likelihood model, this study empirically investigated how higher education institutions can develop brand equity using social media marketing. The quantitative findings from 936 undergraduates from Sri Lanka and Vietnam indicated social media marketing influences the brand equity of higher education institutions through brand credibility. Taking into the comparison between two emerging countries, Vietnamese students are more concerned about brand credibility through social media marketing activities to form brand equity compared to their Sri Lankan counterparts. The findings provide some practical implications for educational marketers to promote their higher education institutions.

Impact of Green Marketing Mix Strategies on Customer-Based Brand Equity in Green Hotels: Matale District in Sri Lanka

Impact of Green Marketing Mix Strategies on Customer-Based Brand Equity in Green Hotels: Matale District in Sri Lanka

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.

TRŽIŠNA VRIJEDNOST MARKE U DIGITALNOM DOBU: PREGLED LITERATURE

Keller’s seminal paper on “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” published in 1993 in the Journal of Marketing represents a starting point for researching the brand equity construct. However, in the last 10 years, with tremendous development of (communication) technology and, lately, with COVID-19 pandemic, things have changed and most brands moved their businesses to the on-line environment. Because of that, the concept of brand equity should be reconsidered. This paper reviews literature on brand equity in digital era by spotting gaps and finding fruitful areas for future research. To that end, bibliometric analysis followed by a narrative review of articles published in the Web of Science database is conducted. The paper will contribute to the brand management literature by offering streams for new research.

The Role of Customer-Based Brand Equity on Customer Loyalty in Employees’ Social Security

This study aims to analyze the role of customer-based brand equity (CBBE) in affecting customer loyalty in social security for employees. The Social Security Implementer Agency (BPJS) for Employment at Yogyakarta Branch Office is observed or this study. The research population is all participants of social security programs registered in Yogyakarta branch office. The research sample was 251 respondents who are participants of the social security program from BPJS for Employment. The research data were analyzed using the Structural Equation Model (AMOS v 23). The results of this research show that CBBE has a positive and significant effect on customer satisfaction. In addition, CBBE has a positive but not significant effect on trust and customer loyalty. Meanwhile, customer satisfaction has a positive and significant effect on trust. Furthermore, customer satisfaction has a positive but not significant effect on customer loyalty. The results of this study also show that trust has a positive and significant effect on customer loyalty.

The Role of Customer-Based Brand Equity on Customer Loyalty in Employees' Social Security

The Role of Customer-Based Brand Equity on Customer Loyalty in Employees' Social Security

An Analysis Of Purchase Decisions On Customer Satisfaction Through Customer-Based Brand Equity And Product Innovation: Concequences For Air Conditioner Panasonic In Medan

The purpose of the study was to determine the effect of customer-based brand equity (CBBE) and product innovation on consumer satisfaction through purchasing decisions of Panasonic air conditioners in Medan. The research uses quantitative methods with a causal associative research approach. The population is the buyer of Panasonic air conditioners in the city of Medan. The research sample used purposive sampling technique. 100 respondents were obtained with the Slovin technique. Data collection techniques with questionnaires and interviews to be tested for validity and reliability. Data analysis with SEM-PLS. The results showed a significant positive effect for all research variables. CBBE on Customer Satisfaction 0.180 and P-Values ​​0.013, CBBE on Purchase Decision 0.230 and P-Values ​​0.008, Product Innovation on Customer Satisfaction 0.588 and P-Values ​​0.000, Product Innovation on Purchase Decision 0.365 and P-Value 0.000, Purchase Decision on Satisfaction Consumers 0.642 and P-Values ​​0.000, Product Innovation on Consumer Satisfaction through Purchase Decisions 0.084 and P-Values ​​0.016 and CBBE on Consumer Satisfaction through Purchase Decisions 0.148 and P-Values ​​0.008. The reaserch findings reveal that customers emotionally react to the product they want to buy, whether they are satisfied or not and this is very important for customer-based brand equity. The products offered related to their innovations influence the purchasing decisions of customers. And there is a significant relationship in handling customer complaints properly and correctly to the level of customer-based brand equity which will create a high level of customer satisfaction and customer loyalty.

მოსახლეობის მიერ ბიო-პროდუქტების გამოყენების ანალიზი ზუგდიდისა და ქუთაისის მუნიციპალიტეტების მაგალითზე

The UN recognizes Green Growth and Green Economy as important factors for sustainable development. The Government of Georgia considers the Green Economy as one of the main means of the future development of the country and announces an initiative to implement voluntary measures to promote sustainable development. In this regard, it is essential to promote the ecosystem services, clean production, environmental education and green jobs. Green Economy and Green Growth require the involvement of the whole community. The transition to environmentally friendly activities is not carried out rapidly as Green Growth is a versatile and complex issue and requires a certain level of public awareness together with other factors. In recent years, the awareness of the population of different countries has shown a growing interest towards the problem of damaging the nature caused by the production, exploitation and utilization of various goods. From an ecological point of view, change of structures of irrational production and consumption will become one of the strategic directions of social development. However, the focus on eco-friendly production must be strengthened by recognizing its profitability and enabling the enterprise to receive both direct financial benefits - through the reduction of raw material costs, waste recycling, insurance and liability, and indirect ones - through more efficient environmental marketing and public opinion. Green marketing strategies are expensive and complicated and its successful implementation requires a lot of effort. Firms with green strategies can make a profit if they are able to attain the desired target positions in the minds of consumers towards the green brand in the market. Those green strategies tend to become more successful which are oriented on association, more credibility, enhanced perception of brand quality and brand loyalty among the target groups. It is no coincidence that the effects of these four communications (i.e., brand associations, credibility (or trust), quality, and loyalty) represent the customer-based brand equity.