Factors Influencing Brand Equity Research Articles

Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry

Previous studies have demonstrated varying associations between fundamental components of brand equity within diverse sectors. The purpose of the current study is to examine the influence of Aaker’s brand equity model’s dimensions (brand awareness, brand loyalty, perceived quality, and brand association) on brand equity in the context of toy brands in Malaysia. The study employs a quantitative-based correlation design within a non-controlled setting, using a cross-sectional approach with individuals as the unit of analysis. The population consists of respondents from the general public aged 18 and above, as they are valid buyers of toys. Data collection was conducted using a non-probability sampling method. The questionnaire was sent to the targeted respondents using online Google Form links. A comprehensive dataset from 384 respondents was gathered for descriptive analysis of the demographic profile. Hypothesis testing was performed using regression analysis. The findings indicate that, except for brand associations, the remaining three factors – perceived quality (Beta = .377, p < .001), brand loyalty (Beta = .338, p < .001), and brand awareness (Beta = .221, p < .01) – exhibit a statistically significant positive correlation with the brand equity of children’s toy brands in Malaysia. AcknowledgmentThe authors thank INTI International University, Malaysia, for providing financial support to publish this paper.

Influencing factors of employee brand equity from the perspective of FinTech.

Recent years have seen a heated discussion on what influences employees' recognition of enterprise brand equity among the psychological community. Some empirical evidence suggests that the brand equity of consumers and brand equity of sales are two categories that should be studied. However, more recent discussions have focused more on the former. In contrast, this study discusses the factors influencing brand equity based on the employee level. Moreover, this paper examines whether FinTech can help companies get out of financing difficulties and thus improve employees' brand equity recognition. This research illustrates how FinTech has become an essential driver of brand equity value. Based on micro panel data on enterprises from 2011 to 2019, we analyze the transmission mechanism between the two factors and the mediating role of financing constraints. FinTech's development promotes employees' recognition of corporate brand equity, and financing constraints are an essential transmission path between the two factors. Furthermore, the impact of financing constraints on employee brand equity identity is characterized by cross-regional economic heterogeneity. In contrast, the development of FinTech characterizes the cross-enterprise heterogeneity in employees' recognition of brand equity value. Altogether, this study demonstrates the promising application of FinTech in influencing the mechanisms of employee brand equity.

Faktor-Faktor Yang Mempengaruhi Ekuitas Merek Pada Pengguna Mobile Banking Bank Syariah Indonesia

This research aims to show the effect of trust, perceived quality, brand awareness, and brand loyalty on the brand equity of mobile banking users of Bank Syariah Indonesia in the Special Region of Yogyakarta. This research is a quantitative research using secondary data and primary data. The research sampling technique used purposive sampling. The questionnaire was distributed using google form with a sample size of 105 respondents. Data analysis used multiple linear regressions. The results showed that partially trust, brand awareness, and brand loyalty positively and significantly affect brand equity. Perceived quality has no significant effect on brand equity. Simultaneously has a significant effect. Trust, brand awareness, and brand loyalty can be used as factors influencing brand equity and can be used by Bank Syariah Indonesia in increasing the brand equity of mobile banking.

Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources

Luoshan Organic Agriculture Village was the first organic agriculture village in Taiwan, and it focuses on organic farming and cultivation. The village is developed through community empowerment and the utilization of existing tourism resources. In this study, tourists to the village were selected to participate in a survey. The findings indicated that country landscape resources scored the highest, followed by experience of organic farming and natural landscape resources. The results revealed that this travel destination enjoys high brand equity, with the factor of environmental sustainability scoring the highest, followed by the uniqueness of organic farming and the image of healthy tourism. This study suggested that landscape resources were positively correlated with brand equity; moreover, access to environmental information had a significant effect on the relationship between landscape resources and brand equity. Subsequently, the top three factors affecting landscape resources were identified—natural landscape resources, experience of organic farming, and experience of farm stays. In addition, the two factors influencing brand equity of quality and unique resources were derived. This study’s results can help related organizations effectively establish landscape resources, thereby extending their brand equity and building the sustainable development competitiveness of tourist destinations.

Factors Influencing Brand Equity of Sportswear Brand Among Young Adult In Malaysia

This research purpose is to study the factors that influencing brand equity of sportswear brand among young adult in Malaysia. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve high brand equity. There were 3 objectives in this research study: (1) To investigate the factors that influencing brand equity of sportswear brand among young adult in Malacca, (2) To verify the relationship between brand loyalty, brand awareness, brand image and brand associations with brand equity of sportswear brand among young adult in Malacca, (3) To determine the factors that gives biggest impact on brand equity of sportswear brand among young adult in Malacca. SPSS and SEM PLS techniques were used to analyse the data. These studies were focus for the population of young adult in Malacca and the researcher distributed questionnaires to 200 respondents. This research study can facilitate the marketer of manufacturer to understand the foremost factors that may influence consumer which is young adult to purchase a sportswear brand and will advantage marketers in promoting and raising the sportswear production of original product. The result from this research showed that brand awareness gives the most influenced on brand equity.

The Influence of Value-Co-Creation on Brand Equity: An Empirical Study in Saudi Arabia

The current study aims to explore the influence of value co-creation on brand equity in a Saudi Arabia context. An attempt to illustrate the factors influencing brand equity from a consumer's perspectives as a result of changing customer's interests and lifestyle. Consumer's co-creation of value is powerful in understanding consumer behavior at its impact on brand equity. This paper has made an applied attempt in Saudi Arabia to study the mediation effect of positive e-WOM on value co-creation and brand equity, which adds to the knowledge line in the digital marketing discipline.

Brand Equity Of Herbal Skin Care Products In Tiruchirappalli District


 This study is a case study on Brand Equity of Herbal Skin Care Products in Tiruchirappalli District. The objectives of the study are to find out the factors influencing brand equity on herbal skin care products and to identify whether there exist a relationship between brand equity on herbal skin care products and personal profile. Pilot study is conducted with a sample of 10 respondents. Later after making certain additions, deletions and modification that final questionnaire are designed and drafter. Cronbach Alpha Value is found out to test the reliability and validity and it ranges between 0.6929 to 0.7263 which shows that the questionnaire is reliable.Likert 5 point scale is used for construction of questionnaire .Data is collected through both primary and secondary sources. Primary data is collected through questionnaire method and secondary data is collected through magazine, journal, website and text book. Sampling size consist of 50 respondents. Convenient sampling method based on the convenience of the respondents is used.SPSS- Version 20 is used to analyze the data tools used are percentage analysis; chi-square test, t-test, and one-way ANOVA are used to test the hypothesis framed for the purposes of the study. The most important factor influencing brand equity of herbal skin care products are value followed by sustainability and the least important factor is quality. Out of 5 hypotheses framed, 3 hypotheses are accepted and 2 hypotheses are rejected. There is no difference between age, monthly income and brand equity of herbal skin care products. But there is a difference between, occupation, type of skin, factors influencing brand equity and Overall brand equity of herbal skin care products.

Demographic Factors Influencing Brand Equity in Context of Advergame

Demographic Factors Influencing Brand Equity in Context of Advergame

Conceptualizing the social media communication impact on consumer based brand equity

Purpose of the article: The purpose of this paper is to identify the impact of consumer-brand communication in social media on brand equity, providing conceptual model. Methodology/methods: The model was prepared using methods of comparative and systematic analysis of scientific literature. Scientific aim: The scientific aim of the article to propose the perspective of social media communication impact on brand equity conceptualization. The key factors of consumer engagement in company (brand) communication process and amount of consumers created content (non-sponsored content, i.e. content created in interaction with company or brand, and sponsored content, i.e. content created in interaction with company (brand)) was under consideration. Findings: Our findings attempt to provide a comprehensive understanding of company (brand) communication in social media seeking after a positive impact on brand equity dimensions. Theoretical analysis disclosed that it is not enough just to post message in a proper social media channel, it is essential to post appropriate content of the message and to post it in appropriate way in persuasion to engage consumers into communication. The consumer-generated content created in interaction with company and without interaction with company in social media is making impact on brand equity. Conclusions: The study extends the literature by examining communication in social media from company to consumer perspectives in order to disclose changes in marketing communication as source of brand equity in virtual context and to present key factors influencing brand equity in company (brand) communication process. Therefore brand management perspective requires understanding of consumers’ role in social media.

Determining the Factors Influencing the Brand Equity from the Perspective of the Consumer in Iran Chocolate Industry (Baraka Chocolate)

The research on the brands (brand) and brand equity has become important for marketing activities and marketing theory in recent years. The brand equity is one of the assets which either preserve the company's value or also will follow customer loyalty. Methodology: This study aims to determine the factors influencing brand equity from the consumer perspective in Iran chocolate industry. In this research, Aaker David brand equity model is used which has four dimensions of awareness, perceived quality, associations, and loyalty to the brand. The population has been the consumers of Baraka chocolate in Shahrvand chain shops that 50 people of them were selected as samples. Results: Results showed that there is a significant relationship between perceived quality and brand equity. Furthermore, there is a direct significant relationship between loyalty to the brand and brand equity. There is a strong significant relationship between awareness of the brand and brand equity and there is a very strong significant relationship between brand association and brand equity. Conclusion: There is no significant difference between men and women in none of the components. And only in the component of loyalty to the brand in Iran chocolate industry there is significant difference between different age groups and in the components of awareness, perceived quality, loyalty to the brand and brand added value there is significant difference between different age groups.

A survey on important factors influencing brand equity: A case study of banking industry

Article history: Received April 20, 2012 Received in revised format 19 October 2012 Accepted 20 October 2012 Available online October 21 2012 One of the most important issues in increasing customers' needs is to increase the quality of services through providing better quality services. Customer satisfaction is one of the primary requirements to meet people's needs and to have an efficient customer relationship management (CRM) we need to detect the most important factors influencing efficiency and effectiveness in banking industry. In this paper, we present an empirical study to detect these factors in one of private banks in Iran. The proposed study of this paper tries to reach three objectives. We first detect important factors, which build customers' perception towards CRM, then we detect all influencing factors, which impact CRM, and finally, we evaluate the impact of CRM towards brand equity. The proposed study first designs a questionnaire and distributes it among 386 customers. Using structural equation modeling and certified factor analysis, we analyze the results. The results indicate that three factors including information, employee job behavior and suggestions and other factor have meaningful impact on customer brand equity. However, the impact of equipment on customer brand equity was not meaningful. © 2013 Growing Science Ltd. All rights reserved.

Factors Influencing Brand Equity of Bali as a Tourism Destination

Globally, competition among tourism destinations is more stringent in getting foreign tourists, including Bali. One effort to win the competition is increasing destination brand equity through maintaining its influencing factors and gaining tourist positive behavior toward destination. This effort, in long run, will increase and stabilize destination revenue and sustainability.
 This research aims to analyze factors influencing brand equity of Bali as a tourism destination. This research was conducted in Bali’s five major tourism objects. The 240 foreign tourists were chosen as respondents through convenience sampling technique. Data were analyzed using factor analysis.
 The results showed that factors that significantly influenced Bali brand equity were: symbolic and experiential benefit factor, direct and indirect destinations attributes, destination reliability and tangibility, assurance and empathy, brand destinations recognition and recall, destinations common psychological attributes, destination common functional attributes, unique functional attributes, behavioral loyalty, destination awareness, and attitudinal loyalty.
 Given the fluctuative nature of brand equity, Bali needs a consistent effort to maintain or to enhance brand equity of Bali as a tourism destination. Maintaining the dominant factors that influence the strength of brand equity can be used as a basis to develop destination branding strategy to expand market segment, choose the right target market, and anchoring destination position in world market competition.