Brand Equity Research Articles

From Service Quality to Brand Loyalty: The Mediating Effect of Student Satisfaction in Public Sector Universities

Consumers and brands are crucial concepts and compelling research areas in brand management. A decade ago, researchers have noted that the brand equity’s concept is less explored in the education sector. Education system is too vital industries that are playing a major role in the society and growth of nation, thus highlighting its importance. Corporate industries prioritize customer satisfaction and loyalty, and some studies suggest that students should be considered customers. Consequently, universities need to enhance their understanding of brand equity-related concepts such as brand strength, brand image, and service quality. Providing high levels of service quality and cultivating a strong brand image leads to loyal customers. This study examines the mediating effect of student satisfaction on the relationships between brand strength, brand image, service quality, and loyalty. Using convenience sampling, we distributed 600 questionnaires to respondents from public sector universities in Pakistan. Service quality is identified as a multidimensional construct comprising interactional quality, outcome quality, and physical environment quality. These types are positively and significantly related to student loyalty. The study reveals that brand image and service quality show full mediation, while brand strength shows partial mediation. The results indicate that universities with a better understanding of their students, and those that share their plans and information effectively have more satisfied students. The findings regarding brand image suggest that universities should have a clear and definite vision to satisfy their students. Additionally, satisfied students feel honored to study at these institutions. Regarding service quality, the study suggests that universities with courteous, sympathetic, reassuring, and job-oriented administrative staff have more satisfied students. The perceived quality of the environment indicates that poor physical layouts, inadequate computer lab equipment, and insufficient campus facilities lead to student dissatisfaction. Furthermore, the results provide insights that can help university administrations develop strategies to enhance student satisfaction and retention. Current research paper contributes to the knowing of how universities can build and maintain brand loyalty by paying attention on mediating role of student’s satisfaction.

How service quality affects consumer revisit behavior in chain restaurants: Lessons from COVID-19

Comparison studies in the context of Taiwanese and Chinese restaurant chains remain scarce. This research utilized a comparison study to examine the key distinctions between Taiwanese and Chinese restaurant chains in their response to COVID-19 pandemic. Additionally, this paper also focused on the indirect effects of service quality on customer revisit intention during pandemic. The first study involved a renowned Taiwanese restaurant chain and revealed that service quality impacts revisit intention through brand equity and safety management system. The second study involved a popular Chinese hotpot restaurant chain and demonstrated that service quality affects revisit intention through gratification and reputation. Additionally, the moderating effects of safety perceived and perceived value were considered critical on revisit intention. This study highlighted adapting to local market conditions while prioritizing safety and customer satisfaction amid pandemic. It enriches academic discourse and offer practical insights for post-pandemic business recovery strategies.

User-Generated Content in Tourism: Could it impact Brand Equity and Intention to Visit?

The Internet has changed communication and created significant challenges for the tourism and hospitality sectors. Due to the abundance of tourist destinations available, competition is fierce. Therefore, destinations must devise strategies to set themselves apart and strengthen customer brand equity by providing informative and engaging content on digital platforms, specifically social media, with millions of users. Web 2.0 allows users to generate and distribute information through user-generated content and e-word-of-mouth as trustworthy sources for tourist information that can significantly influence travellers' decision-making process. Therefore, businesses must share pertinent information and incentivize online customer feedback on social media platforms where ideas and opinions are highly valued. These can influence a potential tourist's decision to visit, which makes them critical to destination promotion. Effective communication is essential in shaping consumer opinion and fostering strong customer relationships. This study analyses whether user-generated content impacts brand equity and visitation intentions. It utilized a quantitative approach, using a survey to collect data from tourists and potential tourists of Portugal's Central Region. The sample size consisted of 515 participants. The collected data was then analyzed statistically with the assistance of Smart PLS 3.3.2 software. Based on the results, it was found that user-generated content has an impact on destination awareness, perceived quality, and intention to visit.

Analysis of the Influence of Money Market Experience on Pleasure and Brand Equity for Customers of PT. Pegadaian Malalayang Branch in Manado

The aim of this research is to explain the influence of money market experience which includes: accessibility, ease of doing business, executional excellence, personalized offering, staff engagement, value for money, and reputation on pleasure and the influence of pleasure on brand equity at PT Pegadaian Malalayang Manado branch. This type of research is quantitative research. Research variables include: accessibility, ease of doing business, executional excellence, personalized offering, staff engagement, value for money, and reputation as independent variables while the dependent BVR is pleasure and brand equity. The total research sample was 150 customers of PT Pegadaian Malalayang Manado branch. The data analysis technique uses multiple linear regression analysis. The findings of this research show that simultaneously, all independent variables influence pleasure, and the pleasure variable influences brand equity. Partial testing shows that there are four hypotheses that have proven their influence on pleasure in the services of PT Pegadaian, Malalayang Manado branch. The four variables are: ease of doing business, executional excellence, staff engagement, and reputation. Meanwhile, three other variables, namely: accessibility, personalized offering, and value for money do not affect pleasure. Pleasure is a variable that has a significant influence on brand equity

A Review of the Factors Influencing Greenwashing and Green Brand Equity: A Research Agenda

A Review of the Factors Influencing Greenwashing and Green Brand Equity: A Research Agenda

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.

Hotel booking intentions in the TikTok era: the role of online celebrity brand equity

PurposeThis study aims to explore the pathway of increasing hotel booking intentions by mapping the linkage mechanism between the antecedents and components of brand equity to ultimately drive followers’ hotel booking intention. In addition, the role of over-endorsement as a moderating variable is also evaluated.Design/methodology/approachThe conceptual model and research hypotheses were each assessed using covariance-based structural equation modeling. Paper-based and online surveys were used to collect data from 443 respondents who are TikTok users and follow at least one TikTok online celebrity, while that online celebrity must have reviewed at least one type of accommodation.FindingsExcept for the relationship between virtual interactivity and online celebrity brand image, the results confirmed the relationships between research concepts.Research limitations/implicationsFurther studies are needed to validate the results in other cultural contexts, generalize findings and broaden the range of target respondents.Originality/valueThis study contributes to the hotel literature by illustrating how online celebrity brand equity (OCBE) drives hotel booking intentions. The study highlights the importance of antecedent factors – follower-centered drivers (e.g. lifestyle congruence, friendship) and online celebrity-led drivers (e.g. virtual interactivity, expertise) – to achieve a hierarchical relationship between OCBE components and followers’ booking intentions.

Building Heritage Brand Equity rough Social Media Sales Promotion: e Role of Power Distance

Building Heritage Brand Equity rough Social Media Sales Promotion: e Role of Power Distance

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

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

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.

What is the Impact of Brand Co-branding on Consumers' Purchase Intention?

Aiming at the difference in consumers' purchases intention when different brands are co-branded with Luckin Coffee , we analyse the influence of co-branded products on consumers' purchase intention through theoretical frameworks and empirical data , respectively . The results of correlation and pairwise analyses show that consumers have different judgements on the purchase intention of different sub-brands co-branded with the same main brand: the scarcity of the co-brand and brand equity affect consumers' purchase intention. This implies that brands should make adjustments to the relevant factors when co-branding .

Enhancing service recovery satisfaction with chatbots: The role of humor and informal language

Effective communication with customers is a key factor in achieving positive reactions, especially in text-based chatbots where no human interaction is involved. This study investigates how the use of humor and informal language by chatbots affects service recovery satisfaction (SRS) following service failures, with a focus on the moderating role of brand equity and service failure severity. Results from the two scenario-based experiments suggest that a match between humor and informal language can increase SRS, particularly for low-equity brands and low severity failures. The findings provide practical implications for companies using chatbots for customer service and suggest incorporating humor and informal language into their messaging when addressing service failures.

Predictors of Purchase Decision: The Combined Effects of Business Sustainability Support and Purchase Intention

This study investigates the effects of business sustainability support (Customer Relationship Management (CRM), Brand Equity, and Corporate Social Responsibility (CSR)) on purchasing decisions, with Purchase Intention serving as a mediating variable, among Tupperware consumers. In the face of intense competition within the plastic-based household goods industry, Tupperware has encountered declining sales, prompting the necessity for innovation and effective marketing strategies. Employing a causal quantitative approach, this study engaged 80 Tupperware consumer respondents and utilized the Structural Equation Model (SEM) for data analysis, employing the Smart PLS 3.0 program. The findings revealed that Brand Equity and CSR exert a positive and significant influence on purchasing decisions, while CRM did not exhibit significance. Furthermore, Purchase Intention was found to mediate the positive impact of CRM, Brand Equity, and CSR on purchasing decisions.

The Influence of Sustainability Marketing, Corporate Social Responsibility, Ethical Branding, and Green Consumerism on Brand Equity and Market Position in the Fashion Industry

In an effort to break into foreign markets, this study looks into how brand equity and market position are affected by sustainability marketing, corporate social responsibility (CSR), ethical branding, and green consumerism in the Indonesian fashion sector. Data obtained from 197 Indonesian fashion customers was subjected to a quantitative analysis. The associations between the variables were examined using Partial Least Squares (PLS) 3 and structural equation modeling (SEM). The findings show a strong positive correlation between brand equity and market position and sustainability-related criteria (green consumerism, CSR, sustainability marketing, and ethical branding). The results highlight how crucial sustainability and ethical branding are from a strategic standpoint for Indonesian fashion firms looking to gain a competitive edge and become more visible in the international fashion scene.

Social Media Marketing Strategies and Their Impact on Brand Equity and Buying Interest in Cake & Bakery

Increasing competition in the food industry, especially in the cake and bread sector, encourages companies to increase their marketing competitiveness through social media, requiring marketers who can build strong brands. Even though the number of followers of a company on social media has become a general indicator, it cannot provide a definite picture of how much buying interest these followers have in the products being sold. This research explores the influence of social media marketing activities on brand equity and purchasing Interest in the food industry, especially in cake and bread products. This study takes a quantitative approach by analyzing data collected from the followers of Kumo Cake's Instagram account. By using a straightforward random sample technique, 122 participants from the Jabodetabek region were chosen for the survey. A Structural Equation Model (SEM) is used for the analytical purpose. The study's findings demonstrate that SMM campaigns boost brand equity, which in turn increases purchase interest, and that brand equity influences buy interest in a positive and statistically significant way. These results have important implications for food sector firms looking to improve their social media marketing strategy in order to raise consumer interest in their brands and products.

A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance

Sustainable brand equity denotes the perceived brand equity by consumers, influenced by companies' non-financial and environmental practices. To cultivate sustainable brand equity, corporations undertake green initiatives and engage in social responsibility endeavors, thereby communicating environmentally oriented messages to consumers. Companies feel the necessity to establish a competitive position in sustainability relative to their counterparts. Hence, the primary objective of this research is to conduct an inquiry aimed at identifying sustainable brand equity to meet this exigency of companies. In this context, the motivation of this study lies in treating the calculation of sustainable brand equity as a decision-making process and developing a decision support system for this purpose. The proposed decision support system for determining sustainable brand equity levels in this research has three fundamental inputsss: experts, criteria, and brands. The impact levels of experts on the decision-making process are quantified utilizing type-2 neutrosophic number (T2NN) sets. The weights of criteria are ascertained employing the weight by envelope and slope (WENSLO) method extended with T2NN sets. The ranking of sustainable brand equities is established through the innovative T2NN-based alternative ranking using two-step logarithmic normalization (ARLON) method. These methodologies are amalgamated, and the T2NN-WENSLO-ARLON hybrid model is posited as a decision support system for evaluating sustainable brand equity performance. An algorithm for T2NN-WENSLO-ARLON is formulated and elucidated alongside a case study focusing on companies operating in the cosmetics sector in Turkey. The case study identifies the “green product leadership” criterion as the most influential factor in determining sustainable brand equity. Furthermore, the cosmetic company “Misbahçe Inc.” is identified as the brand with the highest sustainable brand equity. Sensitivity and comparative analyses are conducted to ascertain the robustness of the results and the decision model. All scenario outcomes bolster the decision model. The research provides comprehensive insights into both the developed tool for calculating sustainable brand equity and develops implications for the cosmetics industry.

Investigating the Impact of Product Quality, Price Sensitivity, and Brand Reputation on Consumer Purchase Intentions in the FMCG Sector

This research investigates the intricate dynamics influencing consumer purchase intentions within the fast-moving consumer goods (FMCG) sector, focusing on the impact of product quality, price sensitivity, and brand reputation. A quantitative research design was adopted, with data collected from a sample of 500 respondents through an online survey. Descriptive statistics, correlation analysis, regression analysis, and ANOVA were employed to analyze the data comprehensively. The findings reveal a strong positive correlation between perceived product quality and consumer purchase intentions, emphasizing the importance of maintaining high-quality standards. Price sensitivity was found to negatively impact purchase intentions, highlighting the need for strategic pricing strategies. Brand reputation emerged as a significant predictor of purchase intentions, emphasizing the enduring value of strong brand equity. Demographic analyses identified distinct target segments based on age and income levels. The study contributes valuable insights for FMCG companies in developing tailored marketing strategies and enhancing market competitiveness.

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Abstract The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis. The findings of the study evince a positive correlation among all variables under scrutiny, encompassing brand awareness, brand association, perceived quality, brand loyalty, and the overarching construct of CBBE. Notably, perceived quality emerged as the factor showing the highest positive correlation (0.88), thus indicating the most robust positive association with CBBE. However, despite the observed positive relationship, brand awareness manifested the lowest correlation with the overall consumer-based brand equity (0.70), relative to the other investigated factors. Using the insights from this study, amateur sports clubs can strategically manage brand elements to foster brand equity, emphasizing the importance of brand awareness as an initial step in building a positive brand image and fostering fan engagement and loyalty. Overall, the findings provide valuable insights into effective brand management strategies for amateur sports clubs to enhance their brand equity and foster enduring relationships with fans.

The influence of brand awareness on brand equity: an investigation among dentists and their prescription behavior

PurposeThis study aims to examine the influence of brand awareness on brand equity with the mediating role of brand association and perceived quality.Design/methodology/approachThis research is applied in terms of the objective and descriptive survey in terms of methodology because its objective is to describe the studied conditions or phenomena and also the relationship between research variables that have been conducted in the field method.FindingsThe results explained that 53% of respondents are female and 47% of respondents are male. Most respondents are between 30 and 40 years old, and the youngest respondents are less than 30 years old. Most respondents were specialists, and the 134 respondents were subspecialists. The results explained that the significance level of the Kolmogorov–Smirnov test for research variables is less than 0.05 and has an abnormal distribution. The abnormality of the data in this study directed the authors to use PLS software to analyze the data.Originality/valueTo the best of the authors’ knowledge, it is the first time that research is prepared to study the impact of these marketing parameters on dentists’ prescription behavior.

Commentary: Customer-Perceived Innovation: Considerations for Financial Performance and Methodological Approaches

As firms increasingly uncover their activities to key stakeholders through various media, the perception of these activities is becoming more important for firm performance. Traditionally, access to industry-wide databases provides important metrics on customer perceptions of performance, such as customer satisfaction and brand equity. In addition, numerous studies have highlighted firms' innovation-related actions (e.g., R&D spending and patent counts) as critical metrics linked to their financial performance. Perceived Firm Innovation (PFI) emerges as a relatively new and under-studied metric with the potential to impact a firm's financial success. Keiningham et al. are among the pioneers in this area. This commentary views their article as a vital initial step in understanding PFI’s impact. Considering that the service sector accounts for over 70 percent of the GDP in any developed country, service innovation is a broad phenomenon. Given the breadth of the area, we point to the challenge of capturing this phenomenon with a single metric like PFI. We also discuss crucial methodological considerations for future research, including estimation methods, sample size, and financial metrics.