Development Of Brand Equity Research Articles

Mechanism for developing brand equity of higher education institutes using intangible resources: a serial-multiple mediation analysis

PurposeThis study aims to build a comprehensive model for developing higher education institutes (HEIs) brand equity by examining the impact of HEIs intangible resources, brand management aspects, attachment strength and student’s contemporary citizenship behavior (CCB).Design/methodology/approachData were gathered through a self-administered questionnaire from Indian students and alumni (n = 703). The study examines the proposed comprehensive model through serial and multiple mediation analysis.FindingsThe study unfolded “service quality? brand image? attachment strength? word-of-mouth? brand equity” as the most significant path to develop HEI’s brand equity.Research limitations/implicationsThis study pioneers an empirically validated mechanism for developing brand equity in HEIs, addressing gaps identified by previous studies and offering a theoretical framework that elucidates how HEIs can leverage intangible resources through strategic brand management to foster attachment and influence positive student behaviors, thereby contributing to the development of HEI brand equity.Practical implicationsHEIs need to understand that relying solely on tangible aspects leads to short-lived effects. To maintain a lasting competitive advantage, HEIs should focus on crafting a rich historical narrative, retaining talented faculty and staff and earning respect from the public to build a lasting reputation.Originality/valueThis study develops the mechanism for developing brand equity of HEIs using its valuable, rare and inimitable intangible resources. Along with the introduction of novel constructs like competence, heritage and word-of-mouth to existing study, the proposed conceptual model is premised on the theory of self-congruence, social-exchange theory and CCB.

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.

The Impact of Technological Competence and Service Innovation Implementation on Brand Equity: A Case Study of Hotel Industry in Vietnam

This paper aims to propose and investigate two new antecedent factors (Technological competence and service innovation implementation) that affect hotel brand equity development in the context of the hotel. Questionnaire data were collected from 215 domestic tourists who have traveled to at least one experience using service to stay at 4-5 star hotels. The results of empirical tests using a structural equation model support the research hypotheses. The findings support direct positive links between technological competence, service innovation implementation, and the dimensions of brand equity, as well as the positive relationship between overall brand equity and its dimensions, except for the effect of destination brand awareness. Finally, relevant implications are provided for destination marketers to improve hotel brand equity in the tourism industry.

Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication

Managing and developing brand equity is of crucial interest to retailers. To provide a better understanding of retailer brand equity, we introduce a specific nomological network that brings together operational retailer brand equity dimensions and marketing performance outcomes. More specifically, we hypothesize that consumer attitudes toward the retailer and word-of-mouth communication individually and sequentially mediate the relationship between retailer brand equity and consumer loyalty toward the retailer. Partial least squares path modeling (PLS) was used to test the proposed model with 335 US consumers from the home improvement retail sector. A systematic validation procedure with explanatory (i.e., in-sample) and predictive (i.e., out-of-sample) power assessments and robustness tests such as the confirmatory tetrad analysis and model comparison confirms these specific relationships. The results show that the refined model allows retail managers to link brand equity dimensions to marketing performance more accurately and to predict customer loyalty more reliably.

Building brand equity as a dynamic capability during Gautrain public–private partnership patronage guarantee controversy

Learning outcomes After completion of the case study, the students will be able to gain knowledge on public–private partnerships (PPPs) in emerging markets; understand how to apply the sensing element of the dynamic capabilities framework in analysing context, especially in emerging market context; and understand how to apply the dynamic capabilities framework to the process of developing brand equity. Case overview/synopsis On 20 March 2020, in Johannesburg South Africa, Dr Barbara Jensen Vorster, the head of corporate communications and marketing at the Gautrain Management Agency, was considering her dilemma of how to manage stakeholders at a time when the patronage guarantee was under question. The nature of the Gautrain PPP transport contract entailed a revenue guarantee that was called a patronage guarantee. How did they build their Gautrain brand equity during the Gautrain PPP patronage guarantee controversy? This case study highlights the perspectives of multiple stakeholders which places the Gautrain brand equity under strain. The Gautrain brand identity was created to project an integrated, overarching brand position for the construction project and later the operating company. The logo illustrated Africanisation, and the slogan “For People on the Move” represented a modern collaborative approach. Upholding the status of the brand is an important quest for the corporate communications and marketing team, and therefore the issue around the patronage guarantee must be addressed. This case study illustrates contrasting views about the Gautrain being elitist versus the rapid rail train enabling economic prosperity. The pro-prosperity versus pro-economic development values were at the heart of the different opinions around the patronage guarantee. Students are therefore confronted with their own values while the case study aims to drive an awareness or consciousness around these issues in an emerging market. Complexity academic level This case study is appropriate for advanced undergraduate and Master of Business Administration courses focused on marketing, communications and/or stakeholder management, such as in business and society courses. At both levels, the case study will be valuable in generating discussion on communications models and how to manage stakeholders ranging from government to community representatives. In courses where dynamic capabilities theory is taught, this case study will offer a specific application of this model in the context of brand communications and building brand equity in times of controversy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Revising the basic principles of integrated marketing communications during a health-related crisis: the case of Croatian tourism and hospitality industry

PurposeAligning corporate communications through different information sources is a great challenge for marketers, especially those operating in the tourism sector, which has been harshly affected by the recent COVID-19 pandemic. This paper provides a deep analysis of the implementation of seven basic principles of the integrated marketing communications (IMC) paradigm in a crisis situation.Design/methodology/approachIn-depth interviews with tourism and hospitality service providers were conducted in the fourth quarter of 2021 in Croatia, a destination that showed remarkable results in terms of the number of international tourist arrivals during the pandemic.FindingsMost firms successfully transitioned from tactical to strategic IMC implementation. Some problems were reported in the coordination of communication tools and channels. Whereas the use of digital technology was enhanced, database management did not receive sufficient attention. Message clarity represented the greatest challenge, while consumer-centric communication was the most neglected principle. Relationship building was pursued mainly through B2B rather than B2C communication, whereas brand equity development pursued through communication mix mostly focused on increases in awareness, perceived quality and attitudinal loyalty.Research limitations/implicationsThis research is qualitative in nature and provides opinions on IMC adoption from the managerial perspective only.Practical implicationsThis paper provides guidelines for the successful integration of marketing communications (marcom) in an extremely ambiguous and uncertain environment.Originality/valueThe contribution of this work lies in the proposal of a new refined and expanded theoretical framework of IMC principles and numerous marcom strategies for operating during the COVID-19 pandemic, thus providing relevant implications for academia and industry.

How Does the Congruence of Customer Brand Memory and Nostalgia Proneness Affect Customer-Based Brand Equity: Consequences in the Chinese Time-Honored Brands Context

Under the backdrop of Chinese time-honored brands, this paper examines the impact and mechanism of customer brand memory (CBM) and customer nostalgia proneness (CNP) on customer-based brand equity (CBBE). It takes into account the customer’s perspective and utilizes polynomial regression and response surface analysis. The study focuses on three aspects: consistency condition, difference under consistency condition, and asymmetry under inconsistency condition. The results show that: (1) CBBE increases when CBM and CNP are congruent or at similar levels; (2) the combination of high levels of CBM and CNP is more favorable for CBBE than the combination of low levels of CBM and CNP when they are congruent or at similar levels; (3) the combination of high levels of CBM and low levels of CNP is more conducive to customer-based brand equity (CBBE) than the combination of low levels of CBM and high levels of CNP when they are incongruent or at different levels. This study comprehensively examines the role of the memory-nostalgia relationship in the development of brand equity for Chinese time-honored brand enterprises. It offers new research insights for future studies and provides recommendations for brand management in these traditional brand enterprises.

The roles of social media and mutual relationships between travel attitudes and brand equity

PurposeThe purpose of this study has to conduct an integrated effective evaluation system to discover consumers' travel attitudes of the culinary experiences or cuisines and establishing an optimal mutual relationship of a brand equity evaluation model.Design/methodology/approachBased on a sample of 624 participants, the results support that social media engagement has indirect effects on culinary brand equity development through travel attitudes and information sharing.FindingsThe study finds that values are expressed as foundational attributes that have indirect effects on brand equity through hedonic function, perceived quality, brand awareness and brand image. In contrast, the social interaction mechanism strengthens subdimensional relationships. These findings extend the customer brand equity literature and the nature of tourists' perspectives in the context of Taiwan's culinary destination brand equity.Practical implicationsIt is a suggestion for tourism and hospitality managers to identify the different characteristics of attitudes towards visits and the customers' desert of participation in food-related activities when it derives to the classifications of food and culinary tourism.Originality/valueThe current study extended the findings and asserted that social interaction leads to and strengthens the relationships between memorable culinary hedonic experiences and perceived quality and improves tourists' positive awareness and image compared to other tourism experiences.

The Quality Development of Brand Equity in Online Health and Beauty Businesses in Thailand

The results of this research, a new model has been found related to creating value for health products and online work in Thailand. That affects the views and intentions of investors towards the health and beauty business. The findings show that the quality development of brand equity in online health and beauty business investors' views and intentions. This study uses qualitative and quantitative methods to collect and analyze data. Step 1: e- Delphi qualitative research. Method: twenty-one experts received an email questionnaire to complete online. Two parts of the questionnaire were open-ended and closed-ended with a seven-level rating scale. Step 2: quantitative research involves an online questionnaire to interview and collect data from 600 health and beauty businesses, sellers, and traders. Results of analysis of structural equation testing of factor models influencing brand crosses of online health and beauty product entrepreneurs in Thailand. Variables include Marketing Factors, Online marketing and social media marketing activity, Brand association, perceived quality, brand awareness, brand image, brand trust, brand loyalty, and brand equity, totaling 9 latent variables and 46 observed variables. Considering the regression coefficient of independent variables in the form of standard scores, but in the rapidly growing online health and beauty product market in Thailand Developing and maintaining brand quality has become a key factor for business success. This is in line with the study's objective to provide valuable insights into the dynamics of brand quality within the context of online health and beauty businesses in Thailand.

The Perception of Customer-based Brand Equity in China's tea industry: A case study Tian Shang Ren Jian Brand

Background and Aim: A brand equity might be its monetary value, its position in a company's balance sheet, or customers' loyalty and confidence in the goods offered by the business. This study aims to explore the level of perception of customer-based brand equity of the Tian Shang Ren Jian brand in China's tea industry and to study the guideline for Customer based Brand Equity development of the Tian Shang Ren Jian brand in China's tea industry Materials and Methods: This research is a quantitative research method. The total sample size for the research will be 385 customers of the Tian Shang Ren Jian brand. The questionnaire was used as a tool to collect data. Statistical values such as percentage, frequency, mean, and standard deviation were used for data analysis. Results: The results suggest that each of the variables demonstrated elevated values, with an average score of 4.11 and a deviation from the mean of 0.64. The levels of brand awareness, image, perceived quality, and loyalty were significantly higher. Tian Shang Ren Jian's customer-based brand equity ideas can help China's tea sector build successful partnerships by emphasizing individualization and self-conceptual links. Tian Shang Ren Jian needs to improve its understanding of the brand, sales promotion, and digital media technologies to uphold consumer confidence and enhance brand/product communication. Conclusion: Tian Shang Ren Jian's customer-based brand equity ideas can help China's tea sector build successful partnerships, with an average score of high level from the mean. Managers and marketers of Tian Shang Ren Jian brand should review their situation analysis and rethink their brand identity to improve sustainability.

Employee and customer perspectives in discovering the antecedent and output relationships for hotel branding development

PurposeThe purpose of this study is to propose and develop an antecedent model from star hotel employee viewpoint and a consequence model for star hotel customers’ evaluation of the brand equity development process.Design/methodology/approachIn terms of the study setting, structural equation modelling was conducted. Study 1 used the views of 323 star hotels’ employees on the mutual relationships among employee-based brand equity, and Study 2 used 516 star hotels’ customer perspectives concerning the mutual relationships among customer-based brand equity.FindingsIn the antecedent model of Study 1 from an employee viewpoint, service quality is a foundational attribute of the indirect influences of brand equity development through brand promise, values and message. A moderating role of brand identity is also found. In the consequence model of Study 2 from the perspective of customers’ evaluation, mutual relationships of brand equity are identified, and social interactions are established that enhance the positive relationships among the different critical attributes of brand equity.Originality/valueAlthough numerous hotel branding studies have identified the consequences of hotels for employees, few have simultaneously considered employees and customer feedback in terms of star hotel branding. This research considers the bidirectional effects of such a comprehensive perspective.

Do TripAdvisor Valences are Trustworthy on South Asian Destinations?

Travellers prefer to rely on peers’ recommendations and review websites to look for reliable and unbiased information. Trustworthy communicators are more influential than the untrustworthy one. Trustworthy content is need of the hour in specific to post COVID19 travel. This research is analysing what propels a traveller towards destinations and empirically verify the valences of trustworthiness on TripAdvisor reviews. Content analysis of TripAdvisor reviews (153799 numbers) on South Asian destinations are captured, modelled, and analysed using Descriptive statistics, Regression Analysis and Structural Equation Modelling. Positive reviews are more trustworthy than the negative reviews and are helpful to potential tourist who seeks ‘real’ or ‘genuine’ reviews. There is no moderating effect of negative sentiments on Trustworthiness. Our research results find that valences of TripAdvisor review are useful to potential tourists for their travel planning and actions. Practitioners should listen to TripAdvisor review valences and keep up with the value chain, make the destinations more tourist friendly and evolve new themes. Tourism ecosystem should use modicum of digital opportunities emanating from sentiments and apply appropriate strategies to develop their destinations. This way, tourists will develop brand equity. This study contributes to the growing body of literature on polarity analysis in TripAdvisor reviews and investigated the relationship between positive and negative valences with trustworthiness.

Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development

PurposeThe purpose of this study was to discuss the importance of customer-based brand equity (CBBE) and identify the critical attributes of how to develop CBBE during the most difficult time of the COVID-19 pandemic.Design/methodology/approachThis study collected 386 restaurant managers' viewpoints to examine the mutual relationships among CBBE and other critical attributes of corporate social responsibility (CSR), electronic word of mouth (EWOM) and brand personality. Furthermore, structural equation modeling (SEM) was conducted to examine the proposed moderation and mediation hypotheses.FindingsThe results show that corporate social responsibility (CSR) mediates the relationship between brand personality and brand image. Furthermore, the mutual relationship among CBBE is discovered in that brand image may indirectly affect brand loyalty through perceived quality and brand awareness. Furthermore, with the reliance on social media, the moderating roles of electronic word of mouth (EWOM) are also revealed that strengthen the indirect effect of brand personality on brand awareness through CSR and brand image.Originality/valueWith the increasing attention to CBBE, which aims at tourism destination brand equity, hotel branding from the customer perspective, restaurant managers' viewpoints are not considered. Further, because of the impacts of the COVID-19 pandemic, customers are paying more attention to food safety and food delivery processes, which are important for CSR and connected to CBBE. However, until now, fewer studies have addressed these issues as such. The present study reflects the bidirectional effects of such a comprehensive viewpoint.

Developing Brand Equity Through Consumers – Unfolding The Case Of Parle – G and Its Success In India

Developing Brand Equity Through Consumers – Unfolding The Case Of Parle – G and Its Success In India

PERAN ATRIBUT PRODUK DAN SIKAP MEREK TERHADAP PENINGKATAN EKUITAS MEREK

High brand equity becomes the company's strength to stay in the market competition. Increasing brand equity is one of the company's strategies that is carried out all the time. Increasing the supporting factors of brand equity is a way to strengthen brand equity. This study aims to determine the role of product attributes and brand attitudes in increasing brand equity. The research population is the consumer of the Rinnai brand gas stove. Obtained 85 respondents as research samples with purposive sampling technique. Research data obtained through the distribution of questionnaires will then be analyzed using multiple linear regression analysis. The results show that product attributes play a significant role in the development of brand equity. Furthermore, brand equity is significantly influenced by brand attitudes. Product attributes and brand attitudes have a significant role in the joint formation of brand equity.

A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for developing brand equity?

This article examines ‘brand love’ in a cross-cultural sample from New Zealand and China. Rather than interpersonal love, Howden’s model of spiritual love was applied in this research. Two groups of tertiary students, in New Zealand and China, were interviewed on their brand relationships using a semi-structured format and analyzed using reflexive thematic analysis. The results showed that all four components of Howden’s model could be used to describe spiritual relationships, and that three were applicable to brand relationships. The Chinese and New Zealand samples were strongly differentiated on two of these components, which were consistent with individual love in the West and collective love in China. A new unified model of ‘transmissive’ brand love, where the brand acts as a conduit rather than a destination for human love, is developed from these results. This model addresses many of the theoretical issues that arise from brands not being properly responsive partners in ‘love’ relationships. The model is also jointly compatible with interpersonal love as expressed in Western societies, and collective love as expressed within Chinese culture. It therefore offers a significant contribution to our understanding of how brands can actively increase their equity as significant facilitators of human love relationships.

Predictors of Brand Equity in the Contemporary Markets

Brand equity development has become a challenge for modern brands. Marketing innovation and changing consumer value perceptions are causing consumers to leapfrog, posing a challenge for brand equity development. The data for this study was collected with random sampling techniques. 450 respondents were considered to collect data on the Likert scale questionnaire. The Partial Least Square (PLS) method of data analysis was used in this study for data analysis. According to the findings of the study, brand personality, customer satisfaction, consumer lifestyle, marketing innovation, and consumer changing value perception all have a significant impact on brand equity. The significant framework of this study is a contribution to the body of knowledge as it describes the significant relationship between different variables critical for brand equity development. Furthermore, this study provides business implications for brands working in Pakistan to improve brand equity with realistic results to influence the consumers for 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.

Do Brand Development Touchpoints Influence Private Higher Education Institutions’ Brand Equity?

Privately-managed higher education institutions that play a notable role in the Indonesian higher education sector, in today's increasingly competitive environment, need to develop brand equity to secure the existence and ensure the institutions' sustainability. Therefore, this study aims to examine the effect of brand development at the pre-admission touchpoint, during the course touchpoint, and the post-passing touchpoint on the brand equity of private higher education institutions. This study involved 100 third-year students from two private higher education institutions in Klaten Regency and used the purposive sampling methode as the sampling technique. The collected data were then analyzed using multiple linear regression analysis. The results indicated that brand development at the pre-admissions touchpoint becamee the primary variable in determining the brand equity of the private higher education, followed by brand development at the course touchpoint and brand development at the post-passing touchpoint. In addition, brand development at the three touchpoints simultaneously had a positive and significant influence on the brand equity of private higher education institutions.

Factors that impact brand awareness of student events’ sponsors among students in Vietnam

This study aims to determine and analyze the relationship between factors of sponsoring student events and brand awareness of the sponsors among students in Vietnam. Based on 3 related models: Determinants of Sponsorship Response Model, Sponsorship Evaluation Scale and Role of Sponsorships in Developing Brand Equity Model, this study generates a conceptual framework about factors that affect brand awareness of student events’ sponsors among students in Vietnam. Data of this study is collected by conducting a survey from students which obtains 473 valid responses. The reliability of the scale is assessed by Cronbach's Alpha test, EFA testing the accuracy of observed - variable grouping, and multivariate regression used to measure the impact of factors on brand awareness. Ultimately, the results illustrate that Brand Awareness is positively affected by 6 factors including "Status of the Event'', "Personal Liking for the Event", “Sponsor-Event fit”, “Attitude toward Sponsor”, “Sincerity of Sponsor”, and “Image of Sponsor”, and negatively affected by 1 factor “Ubiquity of Sponsor”; “Sponsor-Event fit” is the most dominant factor impacting on students' brand awareness.