Enhance Brand Equity Research Articles

The Impact of Sustainability and Environmental Ethics in Product Marketing Campaigns: A Qualitative Study with a Sociological and Economic Approach

This study aims to examine the impact of sustainability and environmental ethics on consumer loyalty, brand perception, and economic resilience within product marketing campaigns. Driven by the increasing consumer demand for ethical business practices, this research integrates sociological and economic perspectives to understand how sustainable marketing shapes consumer-brand relationships and offers competitive advantages. Employing a qualitative methodology based on a comprehensive literature review, the study synthesizes data from recent research to provide a nuanced analysis of the socio-economic implications of sustainable marketing. The findings reveal that sustainability-focused brands not only foster long-term consumer loyalty but also experience enhanced brand equity and profitability due to a stronger alignment with consumer values. Furthermore, the research highlights the importance of transparency, which reinforces consumer trust and solidifies brand credibility in markets sensitive to greenwashing concerns. The study underscores the Theory of Planned Behavior and Brand Equity Theory as foundational frameworks for interpreting consumer responses to ethical marketing. These insights contribute to both academic discussions and practical applications, providing a roadmap for brands to leverage sustainability as a core strategy. The research concludes that sustainable marketing is a transformative approach that fosters socio-economic resilience, positioning brands for sustained success in eco-conscious markets

The influence of social media usage and electronic word-of-mouth (eWOM) on purchase intention for local fashion products on Tiktok social media

This study investigates the influence of social media usage and electronic word-of-mouth (eWOM) on consumer purchase intentions for local fashion products on TikTok. Conducted among 385 TikTok users familiar with Indonesian fashion brands, the research employs Structural Equation Modeling (SEM) to analyze data. The results reveal significant positive relationships between social media engagement, eWOM, information quality, usefulness, information adoption, and purchase intention. Findings highlight the pivotal role of TikTok in enhancing brand equity through interactive content and direct consumer interaction. The study contributes insights into consumer behavior in the digital age, offering practical implications for businesses aiming to optimize marketing strategies on social media platforms.

Investigating the impact of advertising spending on brand equity dimensions in Kosovo: A comprehensive market analysis

This research paper examines the impact of advertising spending on three crucial aspects of brand equity—brand awareness, perceived quality, and consumer purchase intention—in Kosovo's unique market environment. The study aims to offer a detailed analysis of both the actual advertising expenditures and consumers' perceptions of these expenditures, exploring their influence on brand-related metrics. This approach not only fills a significant gap in the literature concerning advertising spending in Kosovo—a developing economy facing substantial economic challenges—but also provides practical insights for businesses to optimize their advertising strategies even in times of economic downturns. The research encompasses a diverse array of 24 brands from sectors such as banking, microfinance, insurance, furniture retail, and supermarkets, thus presenting a comprehensive view of advertising's role in shaping consumer behavior. Employing a robust quantitative framework, the study integrates both secondary and primary data through statistical models like ordinary least squares and Probit, highlighting the strategic value of advertising investments and offering a contextually rich perspective on its effectiveness in enhancing brand equity elements within a challenging economic landscape.

Brand Equity in Pakistan’s FMCG Sector: The Influence of Employee Engagement, Brand Orientation, CSR, and Organizational Culture

This study explores the relationships between employee engagement, brand orientation, and corporate social responsibility (CSR) initiatives in enhancing brand equity in Pakistan's fast-moving consumer goods (FMCG) sector, using organizational culture as a moderator. Grounded in the Resource-Based View (RBV), this research highlights how internal organizational resources can provide sustainable competitive advantages through brand equity. A structured questionnaire was distributed to employees within FMCG firms, and data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that employee engagement, brand orientation, and CSR initiatives positively influence brand equity. Additionally, organizational culture significantly moderates the relationship between brand orientation and brand equity, while its moderating impact on employee engagement and CSR initiatives is less pronounced. The study offers valuable theoretical contributions by integrating internal factors within the RBV framework and practical insights for FMCG managers aiming to enhance brand equity. Limitations include the cross-sectional nature of the study and sector-specific focus. Future research should consider longitudinal approaches and explore additional moderating variables across different markets.

A Bibliometric Analysis of Employee Advocacy and its Role in Enhancing Brand Loyalty

This bibliometric analysis explores the intricate relationship between employee advocacy and brand loyalty, providing insights into how internal stakeholder engagement impacts consumer perceptions and brand success. Utilizing a systematic review of academic literature from more than past two decades, the study highlights the pivotal role of employees as brand ambassadors and the subsequent effect on customer trust and loyalty. Through an examination of key studies, including works by Aaker (2011) and Chaudhuri & Holbrook (2001), the research underscores the significance of aligning employee experiences with external brand promises to enhance brand equity. The findings suggest that effective employee advocacy programs are crucial for fostering brand loyalty, particularly in environments where competition and consumer expectations are continuously evolving. Strategic implications are discussed, emphasizing the need for organizations to adapt their employee advocacy efforts in response to dynamic market conditions and evolving technological landscapes.

Customers' Perception on Packaging, Convenience, Social Media Marketing and Brand Equity of Herbal Products

The rise in popularity of herbal products, driven by their perceived natural safety and efficacy, has led to increased consumer demand and scrutiny. This study investigates customer perceptions of packaging, convenience, social media marketing, and brand equity for herbal products distributed in Negros Island, Philippines. The objectives were to assess perceptions of packaging elements, evaluate convenience aspects, analyze social media marketing effectiveness, and measure brand equity. It also examined the relationships between packaging, social media marketing, and brand equity. Employing a quantitative approach with descriptive comparative and correlational designs, the study utilized a sample of 385 respondents, selected through purposive quota sampling. Data were collected via a customized questionnaire, and statistical analysis was performed using mean, standard deviation, and Spearman’s rho. Results indicated high customer satisfaction with packaging, especially regarding printed information. Transaction convenience was rated highest among convenience aspects, while access convenience was noted as an area for improvement. Social media marketing was positively perceived, with interaction valued most highly. The study found significant positive correlations between packaging and brand equity (r = 0.692, p < 0.001) and between social media marketing and brand equity (r = 0.447, p < 0.001). The findings underscore the importance of effective packaging and strategic social media engagement in enhancing brand equity. Improved packaging and robust social media marketing strategies are crucial for building customer trust, satisfaction, and brand loyalty. The study provides actionable insights for herbal product distributors to optimize their marketing approaches and strengthen their brand positioning.

THE INFLUENCE OF LIFESTYLE, BRAND IMAGE, AND BRAND EQUITY ON EIGER PURCHASING DECISIONS (CASE STUDY ON EIGER CONSUMERS IN MADIUN)

General Background: The decision-making process of consumers is influenced by various factors, including lifestyle, brand image, and brand equity. Specific Background: For Eiger, a well-known outdoor equipment brand, understanding these influences is crucial, particularly in the context of its consumer base in Madiun. Knowledge Gap: Despite the significance of these factors, limited research has been conducted on their specific impacts on purchasing decisions in the Eiger brand context, especially in Madiun. Aims: This study aims to analyze the influence of lifestyle, brand image, and brand equity on the purchasing decisions of Eiger consumers in Madiun, employing a quantitative approach. Results: The study reveals that lifestyle has a negative and significant impact on purchasing decisions, brand image does not significantly affect purchasing decisions, and brand equity has a positive and significant influence on purchasing decisions. Novelty: These findings provide new insights into the varying impacts of these factors within the Eiger brand, particularly the unexpected negative influence of lifestyle on purchasing decisions, which contrasts with conventional expectations. Implications: The results suggest that Eiger should re-evaluate its marketing strategies in Madiun, particularly by focusing on enhancing brand equity while reconsidering how lifestyle factors are addressed in their promotional efforts. This research contributes to a deeper understanding of consumer behavior in niche markets and offers practical implications for brand management and marketing strategy formulation.

How Streamers Enhance Consumer Engagement and Brand Equity in Live Commerce

Live steamers play key roles in enhancing brand equity in live commerce. Understanding the mechanism of how streamers impact brand equity in live commerce is of great significance for firms to launch live streaming, influencer, and engagement marketing campaigns. Building on social support, consumer engagement and brand equity theories, this study investigates the impact of perceived streamer support on consumer engagement, which in turn affects brand equity in live commerce settings. Based upon analysis of the data from 264 questionnaires with SmartPLS3.0 software, the results demonstrate that 1) perceived emotional, informational and financial support positively impact brand engagement, streamer engagement and live studio engagement separately; 2) brand engagement and streamer engagement positively impact brand equity respectively; and 3) streamer engagement positively impacts brand engagement and live studio engagement respectively. The findings provide conducive guidance for firms to develop live streaming, influencer, and engagement marketing campaigns.

How Brand Engagement Shapes Brand Equity: Insights from Smartphone Users with Brand Love as a Mediator

Samsung is one of the major smartphone brands in Indonesia. However, Samsung's brand index has been experiencing a downward trend from 2020 to 2024. The total brand index for Samsung has declined by 13.8% over the past five years. Currently, consumer preferences in purchasing smartphones heavily depend on brand strength, necessitating that this research is complemented with appropriate marketing communication strategies. Therefore, the purpose of this research is to determine the extent of the influence of Brand Engagement on Brand Equity through Brand Love in high-end Samsung smartphones in Indonesia. This research is a quantitative study with descriptive and causal analysis. The purposive sampling method applied in this study resulted in data from 275 individuals who have been high-end Samsung smartphone users in the last three months. This research utilizes the PLS-SEM analysis method. The findings of this investigation reveal a significant and positive influence, both directly and indirectly, of the variables brand engagement and brand love on brand equity. Future research could use the same object but in different regions and consider adding other variables that could enhance brand equity, such as brand experience.

Investigating the ascendancy of brand experience on brand equity: A Literature review

This literature review aims to analyze the correlations amid brand experience and brand equity. The whole range of sensory, emotional, cognitive, and behavioral reactions that customers exhibit towards a brand is encompassed by brand experience. It highlights the significance of establishing memorable and meaningful engagements that surpass the practical characteristics of a product or service. The evaluation examines an extensive array of academic articles, research papers, and industry reports to get a thorough comprehension of the current body of knowledge about this correlation. The assessment additionally highlights certain deficiencies in the current body of knowledge. Additional investigation is necessary to understand the specific ways in which brand experience impacts brand equity. In summary, this literature study offers a thorough examination of the associating between brand experience and brand equity. The upshots indicate that brand experience is indispensable in constructing and improving brand equity. This statement emphasizes the importance of brand experiences in developing a strong brand value, and it advocates for additional research to enhance our comprehension of this connection in different circumstances. This review offers significant insights for marketing practitioners seeking to effectively maintain and enhance brand equity through strategic brand experiences.

Enhancing brand equity in popular culture tourism: testing the role of fandom in a serial mediation model

ABSTRACT This research underpins an integrated theoretical framework incorporating brand equity theory and affect transfer theory to investigate relationships among fandom, destination brand equity, destination attachment, and travel intention. Utilizing partial least structural equation modeling (PLS-SEM) technique with a sample of 577 fans, the study reveals positive relationships between two types of fandom, and between destination attachment and travel intention. Notably, it identifies the statistically significant mediating role of destination brand equity and the serial mediating role of both destination brand equity and destination attachment. This research illustrates the potential of popular culture tourism in enhancing destination appeal and competitiveness.

Uplifting Brand Equity to Unprecedented levels by Introducing Purpose as the New 8th 'P' in the Marketing Mix

Background: In the wake of the COVID-19 pandemic, businesses are compelled to reassess their branding strategies to thrive in the digital landscape. This abstract introduces the concept of Purposeful Branding, proposing the integration of "Purpose" as the 8th element in the marketing mix. This addition aims to bolster brand equity within management institutions, leveraging technological integration to navigate the digital evolution effectively. Objectives: The primary objective is to explore the integration of Purpose into the marketing mix, emphasizing its role in fostering deeper connections with stakeholders and driving sustainable growth. The abstract seeks to advocate for genuine dedication from companies to align their practices with professed values, thereby enhancing brand equity in the digital era. Design/Methodology: The research employs a qualitative approach, drawing from various case studies and industry insights to illustrate the implementation and impact of Purposeful Branding. It examines how organizations strategically position themselves amidst the evolving digital landscape, emphasizing authenticity and transparency in executing Purpose-driven marketing strategies. Findings: The findings underscore the significance of Purposeful Branding in generating substantial value for businesses. Authentic alignment with professed values cultivates stronger bonds with consumers, employees, and society at large. The abstract highlights the potential of Purpose-driven marketing mix to fortify brand equity and adapt to the dynamic demands of the digital era. Results: The integration of Purpose into the marketing mix yields tangible results for organizations, including enhanced brand loyalty, improved reputation, and increased competitive advantage. By harnessing the power of Purposeful Branding, companies can foster meaningful relationships with stakeholders, driving sustainable growth in the digital realm. Implications: The implications of Purposeful Branding extend beyond immediate financial gains, encompassing broader societal impact and long-term sustainability. This abstract advocates for a comprehensive exploration of Purpose-driven marketing strategies, emphasizing their role in addressing contemporary challenges and advancing organizational objectives in the digital era. Type of Paper: Conceptual Research.

Enhancing brand equity through branded content experience on social media: Developing and testing a moderated mediation model.

Enhancing brand equity through branded content experience on social media: Developing and testing a moderated mediation model.

Exploring the Impact of Emerging Educational Technology in MBA Programs: Enhancing Brand Equity through Virtual Reality

Purpose: The increasing emphasis on continuous development in student learning worldwide, particularly in the Digital Age, necessitates leveraging technology to enhance educational experiences. This research focuses on exploring the potential of virtual reality (VR) to transform MBA education, aiming to inspire innovative teaching methods that extend beyond conventional knowledge exchange. Design/Methodology: Employing a mixed-methods approach, this study comprehensively examines the implementation and impact of VR-based learning experiences in MBA programs, Through surveys data is gathered from MBA students. This methodology enables a thorough evaluation of VR's effectiveness as a pedagogical tool in enhancing engagement, comprehension, and retention of MBA subjects Findings: The study uncovers a range of advantages and challenges linked to the integration of VR technology in MBA education. On the one hand, VR offers immersive, interactive learning experiences that bolster comprehension and critical thinking skills. However, significant challenges persist, including the initial cost of VR implementation, ensuring technological accessibility for all students, and providing sufficient faculty training to effectively leverage VR in teaching. Conclusion: This empirical study underscores the transformative potential of VR in enhancing MBA education. By providing immersive and interactive learning experiences, VR has the capacity to significantly enrich the learning journey of MBA students. VR shows promise in simulating complex business scenarios and bridging theory with real-world application. Originality/Value-This research aims to inspire greater adoption of educational technology, enhancing MBA learning experiences and preparing students for success in the digital age. Paper Type- Empirical Analysis

An Assessment of the Effects of Brand Equity on Consumers’ Purchase Intentions on Bokomo Brands in Namibia

In the dynamic and competitive global market, effective brand management has become imperative for business success. This explanatory study examined the impact of branding strategies on brand equity and its subsequent effect on consumer purchase intentions for Bokomo brands in Namibia. The research aimed to identify brand equity's key dimensions and components that significantly influence consumer behaviour. A sample size of 377 participants was selected, and inferential statistics, including regression analysis, were employed to analyse the data. The results reveal a significant positive relationship between branding strategies (coef. = 0.053, p < 0.001) and brand equity, indicating that effective branding strategies significantly impact brand equity. Furthermore, the findings demonstrate a strong positive association between brand equity (coef. = 0.048, p < 0.05) and consumer purchase intentions, suggesting that a higher level of brand equity leads to increased purchase intentions among consumers. These results provide valuable insights for Bokomo brands in Namibia to develop and implement effective branding strategies that enhance brand equity and ultimately drive consumer purchase intentions. The study further contributes to the existing literature on brand management and consumer behaviour by providing empirical evidence in the context of Bokomo brands in Namibia.

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.

Strategi Pemasaran Digital dalam Meningkatkan Ekuitas Merek pada UMKM Sandangs

This journal discusses digital marketing strategies used to enhance the brand equity of MSMEs (Micro, Small, and Medium Enterprises) on the Sandangs platform (PT Tirta Cipta Teknokreatif) in Surabaya City. In the constantly evolving digital era, MSMEs need to adopt effective marketing strategies to expand their market reach and build customer trust in their brand. Digital marketing includes various elements such as social media, websites, search engines, and online advertising campaigns. This journal presents various digital marketing strategies that are crucial for MSMEs and can be implemented to increase brand awareness. The aim of this journal is to deeply understand the role of digital marketing strategies in enhancing brand equity for MSMEs. It is hoped that by adopting relevant and effective strategies, MSMEs can harness the potential of the digital market to achieve greater success. This journal uses a literature study research method through a qualitative descriptive approach, where data is obtained from secondary sources based on previous research. Based on the results of this literature study, it is found that effective and relevant digital marketing strategies influence brand equity for a specific product, especially for MSMEs.

EXPLORING THE IMPACT OF LOCAL KNOWLEDGE ON BRAND EQUITY AND PURCHASE INTENTIONS: A CASE STUDY OF CULTURAL PRODUCTS IN PATHUM THANI

Purpose – The purpose of this research was to provide a comprehensive picture of the enhancing cultural product purchase intentions of prospective customers by jointly studying the impact of local knowledge and brand equity on purchasing behavior as well as responding to recent calls for research in the local business literature, especially in Pathum Thani province in Thailand.Methodology – The research methodology was quantitative research with survey method by using questionnaires for data collection. The respondents were 400 participants, who had experience of purchasing cultural products. Pathum Thani was selected to conduct the empirical analysis of this research. Descriptive statistics used for data analysis included frequency, percentage, mean, and standard deviation. Due to hypothesis testing, inferential statistics used was Structural Equation Modeling (SEM).Results – The results of hypothesis testing revealed that cultural knowledge of the local area or the customers’ perception of community intelligence is the most influencing brand equity component. Furthermore, a positive relationship is observed between brand equity elements and purchase intentions of cultural products.Implications – The findings present several implications for both academia and practical implications, highlighting the impacts of the customers’ perception of community intelligence on brand equity and purchase intentions for effective marketing strategies planning.Originality/Value – This empirical study explores the impact of customers’ perception towards cultural knowledge or community intelligence play a crucial role for enhancing brand equity and purchase intentions of cultural products, particularly in Thai context.

Exploring the dimensions of NGO donor‐based brand equity: A literature review

AbstractThe increasing participation of nongovernmental organizations (NGOs) in addressing developmental issues has resulted in a surge of NGOs globally and, consequently, intensified the competition among them for donations. NGOs, a type of nonprofit organization (NPO), have a distinctive characteristic: promoting a particular cause, which often pertains to social and political issues in an international context. The enhanced brand equity of NGOs can result in increased donor attraction, leading to a rise in both their amount of donations and donor loyalty. Conceptualizations of NGO brand equity, however, are scarce. This study thus critically reviews the current literature on NPO brand equity and proposes some guidelines for future, distinctive donor‐based brand equity models for NGOs. Our results also have important managerial implications for NGOs, highlighting relevant aspects in the brand equity building process that suggest future lines of research.

Relationship between Customer Experience and Digital Islamic-Only Banks: A Serial Mediation of Brand Trust and Brand Equity

The main objective of this study is to investigate the construction of customer experience, trust, and brand equity in the relationships between Islamic Digital-Only Banks. This model aims to provide a solution to the problems faced by Islamic banking. The study utilized a sample of 262 respondents, who were given an online questionnaire for data collection. The research sample was selected using a convenience sampling approach and specifically focused on consumers of Islamic Digital-Only Banks in Central Java and the Special Region of Yogyakarta. The collected data were analyzed using the partial least squares structural equation modelling (SEM-PLS) method. The findings indicate that the process of creating trust in Islamic Digital-Only Banks brands through the provided customer experience acts as a precursor to enhancing brand equity. Consequently, this can contribute to fostering customer loyalty. Therefore, it is of utmost importance for Islamic Digital-Only Banks in Indonesia to prioritize delivering exceptional customer experiences. Key features such as simplicity in various processes and the company's promptness in resolving customer issues can serve as critical factors in building customer loyalty.