Development Of Brand Equity Research Articles

How to Improve Brand Equity in Tourism

This research is done on the context of luxurious hotels by developing brand equity dimensions and is done to know the antecedent and consequence , namely servicescape and revisit intention.To test the proposed research model, data were collected from 460 luxurious hotel consumers in Bali using a previously tested questionnaire with validity and reliability tests as a measurement model. As for hypothesis test, data is analyzed by using Structural equation modeling technique.Hypothesis testing results found that servicescape is an antecedent of brand equity and all its dimensions with the consequences of revisit intention. In addition, it is found that brand trust is the strongest factor formed by servicescape, while brand commitment is the strongest factor that will shape the revisit intention. Further research is suggested to see the difference in brand equity based on local and international luxurious hotel, and to analyze the impact of brand equity on word of mouth. From the research results, it is suggested that the hotel manager to work together with the interior design to design the servicescape that satisfy the consumer.This study develops the dimensions of brand equity in the context of a luxurious hotel modified from previous studies.

The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets

This empirical study integrates the theory of brand touchpoints and the theory of brand experience to investigate the combined effect of pre-consumption and consumption experience on consumer perceived value (CPV) and brand preference. We chose cosmetics retailing for investigation and consumers from a major emerging market: China. Findings reveal that favorable experience with the brand's marketing communication activities during the pre-consumption stage will elicit positive affective responses to enhance brand preference that contributes directly to perceived value and indirectly to brand loyalty. The study extends the conceptualization of consumption-based evaluation of perceived value of service brands to include the consideration of pre-consumption experience. Our findings contribute to a better understanding of the impact of different contact points on the development of brand equity in both pre-consumption and consumption phases from a holistic brand management perspective and provide guidelines for resource allocation on various marketing mix programs.

The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

PurposeIn the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities and the impact on the brand equity.Design/methodology/approachRespondents (2,400) were recruited through an online survey and data were analyzed using structural equation modeling.FindingsThe survey revealed that the congruence between the brand personality and the promotional activities has a positive impact on its evaluation and on brand equity. In addition, the results showed that consumers who consider the financial strength of the team as an important factor evaluate more positively the value of congruent and incongruent promotional activities.Practical implicationsBrand managers should maintain consistency between their brand personality and their promotional activities in order to maintain and increase their brand equity.Originality/valueThe results contribute to the literature by investigating the impact of brand personality on the evaluation of promotional activities. Also, it examines an important factor (financial consciousness) that could influence how fans react in front of an incongruent promotional activity. This research brings a better understanding of the impact of brand personality on marketing strategies and brand equity.

Relationships between social Web, IMC and overall brand equity

PurposeThe purpose of this study is to empirically validate the relationships between social Web, integrated marketing communications (IMC) and overall brand equity and to test the moderating role of national culture on these relationships.Design/methodology/approachData were collected among 475 customers and analysed using the LISREL and partial least squares (PLS) techniques and non-parametric methods.FindingsStrong positive and significant relationships are found between social Web and IMC on the one hand, and IMC and brand equity on the other, the second relationship being even stronger than the first one. Moreover, national culture is found to exert a statistically significant moderating effect on both relationships.Research limitations/implicationsThe findings of this study contribute to the wider knowledge and theoretical understanding of both technology and marketing communications potential in the development of brand equity. The results therefore suggest that brand equity requires a representative brand name and consistent meaning of the brand sustained by social Web and the integration of marketing communications.Practical implicationsConsistency in marketing communications can be considered as a primary basis for brand equity building in companies. Moreover, efficient management of the user-generated content available in social media platforms represents a great challenge for marketers.Originality/valueAlthough the connection between social Web, IMC and brand equity was founded in theory, there is a lack of empirical contributions on the causal relationships among these constructs. This gap is filled by the current empirical contribution. Another significant insight of this work lies in considering the role of national culture in the IMC research.

The role of quality in supply chain management in development of brand equity

The role of quality in supply chain management in development of brand equity

Brand Equity through Customer Engagement in Social Media: A Critical Review

In the context of present competitive environment, brands are the crucial drivers regarding product purchase, revenue and profit generation. Hence, Brands constitute an important intangible asset for the firms. Simultaneously, with the advent of internet, IT services and social media network information services, consumers are turning away from traditional sources of communication such as press, radio, television as used by various companies in past. Now a days, consumers take their decisions largely based on their trust on friends, family and online product reviews, and all of these are found in the social media network environment. Similarly, various authors highlighted brand identity approach for creating brand equity as employee constitute the original source of brand equity. Thus, present research gives important theoretical insights on the development of brand equity through customer engagement in social media. This research tries to assimilate the five dimensions of Aaker's well-known conceptual framework of brand equity with the process of customer engagement in social media along with brand identity approach through employee engagement and thus, an integrated conceptual framework has been developed.

Importance of product quality and service quality in developing brand equity

Brand equity is considered to be an important criterion for evaluating the power of a brand, and its examination is assumed to be a primary step for effective brand management. Previous researchers have demonstrated the importance of understanding the concept of brand equity and its antecedent factors. The purpose of this paper is to analyse the effect of two factors, namely product quality and service quality, on brand equity. It critically reviews past literature that examined the relationship between these factors and briefly summarises their relationship with brand equity. The analysis reveals that product quality and service quality have significant positive effect on developing brand equity. In general, this paper provides some insights and useful guidelines for business practitioners to benefit from product quality and service quality for improving their brand equity. Finally, a conclusion and future research directions are presented.

Priority maps at wine tourism destinations: An empirical approach in five Spanish wine regions

Abstract This research analyzes wine tourism destination brand equity in five wine regions. A survey questionnaire was conducted with a sample of 598 visitors and the estimates of Partial Least Squares were used to develop priority maps with which to study the policies at the various wine destinations. This technique includes the impact of each component on brand equity formation and the evaluation of these dimensions. These priority maps were then used to address various questions such which determinants should have low priority and high priority. The findings show how the formation of brand equity contributes to successful wine tourism development by identifying the sector's main strengths and weaknesses, and provide useful information that can be used to create strategies based on the primary factors that influence the development of brand equity. The marketing implications for the wine destinations studied are discussed in relation particularly to destination branding and management practices.

Influence of Social Currency on Customers Purchase Intention, mediated by Brand Equity Elements: A Case of Smart phone Market in Islamabad

Current study highlights the contribution of social currency in developing brand equity and purchase intention, and validate the formative construct of social currency not only to develop brand equity but also to significantly improve customer’s purchase intention. The main objective was to find out the mediating role of brand equity elements in relationship between social currency and purchase intention in smart phone industry. Data was collected from smart phone brand users in Islamabad. 600 questionnaires were distributed and 396 complete responses were received, making a response rate of 66%. Data was analyzed through SPSS and AMOS Graphics. Reliability, Validity, Confirmatory Factor Analysis and Path analysis was performed to test the hypotheses. Results indicated that social currency has a positive and significant impact on brand equity elements (i.e. brand trust, perceived quality and brand image). Also, brand trust, perceived quality and brand image partially mediates the relationship between social currency and purchase intention. This study contributes to social capital and consumer socialization perspective of social currency in developing brand equity and purchase intention. The study also contributes to smart phone industry, and provides guidelines to improve brand equity and purchase intention through social media and engaging customers over the online and offline platforms. At the end, conclusion, limitations, and future research directions are also discussed.

Challenges of brand equity development for experience brands: A conceptual framework

Challenges of brand equity development for experience brands: A conceptual framework

Building industrial brand equity by leveraging firm capabilities and co-creating value with customers

Few studies have examined potential impacts of firm's capabilities upon industrial brand equity, and it remains unclear how value co-creation exerts an effect in the capabilities–branding link. This paper reports the findings of an empirical study conducted among 212 Chinese firms regarding the roles of firm's capabilities in value co-creation, customer value and brand equity development in B2B environment. The result indicates that marketing capability and networking capability build up brand equity both directly and indirectly via value co-creation and customer value, while innovation capability positively impacts brand equity indirectly by facilitating value co-creation and improving customer value. The study contributes to literature of industrial branding and value co-creation by probing into capabilities as their determinants. The findings provide managerial implications for building B2B brand equity by leveraging firm's capabilities and co-creating value with customers.

The influence of relationship marketing orientation on brand equity in banks

During the last few decades, business philosophy has shifted from marketing orientation to Relationship Marketing Orientation (RMO). Service-oriented organizations, such as banks, increasingly apply RMO to enhance their brand management practices, such as brand loyalty and brand image. This in turn creates an identity for their brand name and adds value to it. The main purpose of this study is to investigate the influence of RMO on Brand Equity in the banking industry. This study also examines the influence of the dimensions of RMO (trust, bonding, communication, shared values, empathy and reciprocity) on the development of Brand Equity in banks. Social exchange theory underpins this examination of the relationship between RMO and Brand Equity. The sample comprised 1400 commercial bank customers from Sri Lanka, and the surveys were administered for data collection. There were two main stages to the analysis: testing the measurement model using confirmatory factor analysis and testing the hypotheses. The findings revealed that RMO positively influenced the development of Brand Equity in banks. Of the dimensions of RMO examined here, Trust, Communication, Shared Values and Empathy significantly enhanced Brand Equity. The implications of these findings for theory and practice have been suggested. The findings of this study have practical applications for enhancing the Brand Equity of banks and other financial institutions by strengthening their relationship marketing practices. This study also suggests some insightful directions for future research.

Impact of Brand Personality on Brand Equity: The Role of Brand Trust, Brand Attachment, and Brand Commitment

Research suggests a close interrelationship between brand personality and brand equity. Companies have recognized the importance of brand personality in the development of brand equity. Therefore, a brand management strategy based on interrelationship between brand personality and brand equity is the need of the hour. The purpose of this study was to understand the influence of brand personality on brand equity through relational variables: brand trust, brand attachment, and brand commitment and to offer a model depicting the relationship among these variables. The data were collected from a survey of 220 respondents. Structural equation modeling was used to test the proposed model. The results of the study confirm the indirect influence of brand personality on brand equity via brand trust, brand attachment, and brand commitment. The findings yield implications for brand managers, which will help them in devising branding strategies.

Brand Equity Development in College Football

While the marketing literature contains a substantial body of research focused on the benefits of strong brands, there is less research focused on the processes by which strong brands are created. In this research, the authors focus on the development of brand equity in the realm of college football. This non-traditional branding application provides an opportunity to study brand equity formation because data is available both on performance and consumer demand over time. College football is also of interest because of its cultural importance, and because organizational elements such as conference affiliations and the Bowl Championship Series may influence schools’ brand building investments. The authors investigate the influence of brand equity and customer base on investments in college football programs using a structural dynamic programming model. It is found that brand equity is primarily created through participation in BCS bowls. Notably, the authors find that after controlling for level of investment, small conference schools actually have preferred access to major bowl games.

The role of localization strategy in development of brand equity: A case study of Samsumg firm

Article history: Received January 20, 2015 Received in revised format 6 February 2015 Accepted 15 March 2015 Available online March 15 2015 In this paper an attempt is made to analyze the components of localization strategy including attribute policy, benefits policy, application/implementation policy, consumer policy, competition policy, quality/price policy and product category policy on development of brand equity. The study uses two questionnaires, one for measuring bran equity, which is adopted from Buil et al. (2013) [Buil, I., de Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.], and the other for measuring localization strategy designed by researchers. Cronbach alphas for brand equity and localization strategy are 0.82 and 0.78, respectively. The study is applied among consumers of products with a name of Samsung in city of Tehran, Iran. Using Pearson correlation as well as multiple regression technique, the study has determined that attribute, consumer and application/implementation policies influenced positively on brand equity. Growing Science Ltd. All rights reserved. 5 © 201

Brand equity, satisfaction, and switching costs

Purpose – The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business (B2B) setting. The study considers the hierarchical effects between brand awareness, brand associations, perceived quality, and brand loyalty. Furthermore, the conceptual model examines the direct effect of switching costs on satisfaction. Design/methodology/approach – Structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. Findings – The findings demonstrate the significant impact of satisfaction and switching costs on brand equity in the B2B setting. Furthermore, the findings show the positive effect of switching costs on satisfaction. Research limitations/implications – The study is conducted in the professional services context. Future research can examine whether the observed effects can be found in other B2B settings and considering various B2B services and industrial goods. Practical implications – The study contributes to marketing managers’ understanding of how marketing actions aimed to increase satisfaction can affect brand equity. Marketing managers are provided with insights and evidence on how switching costs can impact satisfaction and brand equity. Originality/value – The study tests a unique conceptual model focussing on the causal relationships between four dimensions of brand equity, satisfaction and switching costs. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.

Product innovation as a key success factor to build sustainable brand equity

In highly competitive markets, building brand equity has become one of the first priorities for many organizations as it brings several benefits and reputation for them. Past researches have acknowledged that consumers look for brands which provide them with differential values through innovative product and service features. However, despite the importance of product innovation in determining an organization’s success, very limited studies have intended to examine its effect on brand equity.In the present study, we aim to examine the effect of product innovation on brand equity in Malaysian automotive market. The data were collected from 287 passenger cars owners through self-administered questionnaire at several shopping malls in northern Malaysia.The findings revealed that product innovation had significant positive effect on overall brand equity and its dimensions namely; brand awareness, brand loyalty, brand image, and brand leadership.Based on the results of this study, several implications are discussed to enlighten our knowledge on important innovation activities that could develop favorable brand equity. Finally, limitations and future research suggestions are highlighted to gain better insights on brand equity development.

The Relationship between Branding and Diffusion of Innovation: A Systematic Review

Abstract Branding and diffusion of innovation are two of the most approached research fields in marketing over time and still highly interesting for the scientific community. Nonetheless, the studies that conjunctively tackle these two areas are not many, and a big picture of the interactions between branding and diffusion of innovation is lacking. This paper offers a systematic review of the most relevant work for our purpose. We identify five topics which relate branding to diffusion of innovation: product innovation launch, brand's role of mitigating the repercussions of product innovation failure, innovation diffusion theory as an explanation of brand equity development, brand risk and innovation, and brand influence on innovation adoption and diffusion. For each topic, we discuss key findings and we question contradictory results. Moreover, we address unsolved issues as research priorities for the scientific community.

Customer Based Brand Equity: Evidence from the Soft Drink Industry in Pakistan

This study aimed to investigate the impact of brand equity on consumer responses in soft drink industry. Endeavor is to improve the conceptualization of brand equity concept in Pakistan. The study seeks guidance from Kellers Customer Based Brand Equity (CBBE) Model regarding link between brand equity and customer response. The study was designed to test the hypotheses through measuring the dimensions of brand equity of soft drink industry. Data was collected through a structured questionnaire. Brand equity predictors help to create and build customer based brand equity (CBBE) through an inter link order. Brand quality, brand association and brand image emerge as vital factors to affect the growth of CBBE. However, brand loyalty shows insignificant impact on growth of CBBE in socioeconomic context of Pakistani customers.The research study was limited to Lahore, Sialkot, Gujranwala and Faisalabad with restricted sample. The study should have vital practical implications for practicing managers and marketing strategists in the industry. The research paper aimed to comprehend the effects of customers based brand equity (CBBE) on customer responses in the context of soft drink industry of Pakistan. This study should deliver valuable information for the organizations who desire to develop brand equity for their products.

Investigating the effects of different levels of CRM investment on development of brand equity

Article history: Received July 28, 2013 Accepted 14 January 2014 Available online February 27 2014 This paper investigates the effects of different marketing strategies including basic marketing, reactive marketing, accountable marketing, proactive marketing and partnership marketing on brand equity. The proposed study uses two questionnaires, one for measuring the effects of different marketing strategies and the other for brand equity in Likert scale. Cronbach alphas for brand equity and marketing strategies are calculated as 0.71 and 0.86, respectively. The study has been implemented among 385 regular customers of a Picnic Gas distributer in city of Karaj, Iran. Using Spearman correlation ratio as well as stepwise regression analysis, the study has detected that there were positive and meaningful relationship between marketing strategies and brand equity. © 2014 Growing Science Ltd. All rights reserved.