Brand Equity Factors Research Articles

Analyzing the Case of VietJet Air to Assess the Vietnamese Customers’ Airline Brand Equity: An Empirical Research Study

From the recent marketing incidents of a typical airline company, this research study would like to analyze the sources and consequences of Airline's Consumer Brand Equity by using Vietjet Air Vietnam as an example. To this end, we developed an empirical study based on the Chen & Tseng [5] Brand Equity airline model in Taiwan, using structural equation modeling (SEM) to investigate the interrelationship between the dimensions of the components of brand equity in the airline industry and how they directly affect brand equity. With 307 valid respondents, the questionnaire was designed to include 3 age groups: 18-25, 26-35, 36-50 and older than 50 years. The participants from some universities and some firms in Ho Chi Minh City involved in conducting the survey. The findings suggest that Brand Equity factors in their interrelationships have a positive effect. In addition, Brand Image is a direct factor that has the most influence on airline brand equity, following perceived dimensions of quality and brand loyalty. This research also has relevant implications for Vietjet marketing managers, who should reinforce their brand equity in the future to attract more customers.

The effect of social media on brand equity factors in terms of housing industry in Uzbekistan

The effect of social media on brand equity factors in terms of housing industry in Uzbekistan

사회적 자본과 브랜드 자산에 의한 항공 시장세분화 연구

The purpose of this study is to provide data for understanding the relationship of consumer influence of aviation market segmentation through social capital and brand equity factors. In order to achieve the purpose of this study, the concept of social capital and brand equity were introduced to find significant differences in consumer decision making and airline characteristics through demographic variables and airline usage patterns. Based on this, we will provide basic data for establishing business on the airline side and provide implications for efficient marketing strategy according to the characteristics of the segment market. In the case of airlines, network and norm factors were not found to be significant, which suggests that in terms of social capital, companies can create external effects by inducing consumers to make decisions, create a sense of consensus, and form a consensus for consumer belongingness to airlines. This suggests the need for marketing.

Meta- Synthesis on Artificial Intelligence (AI): Imperatives for Branding

Customers Can Establish 85% Of Their Relationship With The Organisations Without Interacting With A Human (Gartner Predicts, 2011). This Is Possible When The Machines Think And Act Like Humans. Artificial Intelligence (AI) Produces The Machines So That They Can Think & Act Like Human Beings. AI Has A Wide Range Of Applications But This Research Confines To AI Prospects And Implications On Brand Management. This Paper Aims To Identify Which AI Technologies Are Impacting Brand Identity; Explores AI Applications In Brand Promotions; And Investigates The Influence Of AI On Brand Equity. Meta Synthesis Was Used And The Major Findings Of The Research Include: AI Can Redefine The Brand Identity Framework (Smart Product, Smart Organisation, Brand Character And Symbols). Artificial Intelligence Optimizes The Brand Promotion And Reformulates The Brand Equity Factors.

The Effect of Brand Equity Components on Automobile Purchase Intention of Consumers in Ho Chi Minh City, Vietnam

The paper aims to investigate the factors of brand equity affecting the purchase intention of car buyers in Ho Chi Minh City. The authors use qualitative method and quantitative research to study the matters, specifically using scales and data collected for Cronbach alpha reliability testing, analysizing the discovery factor of EFA, CFA and verifying the regression models through AMOS software with SEM linear modeling. The study proposes four factors: (1) brand awareness, (2) self-expression value, (3) perceived quality, (4) brand psychology impacting on the brand loyalty and intention to buy cars of customers. The results show that all four factors are statistically significant for positive brand loyalty and purchase willing. The results showed that brand loyalty positively affects consumers' intention to buy cars. Among the factors included in the study, the brand psychology is a new factor which developed by experts in the context of Vietnam. This is the first study in Vietnam to quantify clearly the element of "crowd psychology" affecting the interests and habits of Vietnamese consumers. This explains why Vietnamese consumers prefer brands that are familiar in the market and some new cars with nice models and colors suitable for Vietnamese psychology.

Research on the Influence of Customer Perceived Value on Brand Equity

As an important part of brand management, brand equity is being studied and concerned by more and more scholars and managers. The research of brand equity has experienced the change from the early stage of the company’s financial angle of view to the customer’s angle of view; this article is mainly from the latter. In the research of customer perceived value, predecessors mostly start from the perspective of functional and emotional value. The unique feature of this study is that it adds a cost perspective because the difference between what consumers get and what they pay constitutes the whole of perceived value. For customers, brand is in line with its closely linked value, and is the core factor of forming customer loyalty; for brands, customers are the foundation of brand survival and development. Customer perceived value is the direct experience in the process of consumption, which has a profound impact on consumers’ brand evaluation. Therefore, this study takes the impact of customer perceived value on brand equity as a breakthrough point, and explores the impact of three dimensions of customer perceived value on brand equity. From the perspective of increasing cost in theory, this paper examines the meaning of customer perceived value, enriches the research on the influencing factors of brand equity, and puts forward suggestions for brand management and marketing strategies of Chinese enterprises in practice. In terms of research design and methodology, this study mainly takes smartphone brands at home and abroad as the research object, and tests the hypothesis of this paper through questionnaire survey. The analysis method mainly uses reliability, validity analysis and related analysis. The results show that functional value, emotional value and cost have positive effects on brand equity. At the same time, in the process of customer perceived value impact on brand equity, the relationship between the consumer and the brand continues has been deepened, and the enterprise’s brand equity has been added. On this basis, Chinese enterprises should change the traditional concept of brand management, under the new situation, consumers, and strive to improve customer perceived value, so as to create new development opportunities for the construction and management of brand equity.

MICE 공유가치창출(CSV)인식이 브랜드자산 및 브랜드충성도에 미치는 영향

Recently, Interest in sustainable development is spreading to governments, society, and diverse industry. MICE industry has also begun to recognize the need of Creating Shared Value, a sustainable development paradigm, and is promoting activities and strategies for CSV. Therefore, the purpose of this study is to examine the importance of CSV in MICE industry and investigate the relationship between Brand Equity and Brand Loyalty by the CSV in MICE industry. Data for this study was collected from Global MICE event visitors at the C-FESTIVAL via direct survey for 12days in COEX in Seoul. Total 280 useable data was analyzed and the results of this study is as follows. Firstly, CSV in MICE industry was classified social value. economic value, cooperative networking value and regional environmental development value. Brand equity was divided into 3 factors. Brand image, Brand awareness, perceived quality. Secondly, 4 factors of CSV except economic value had affected Brand image, Brand awareness and Perceived quality partially. Lastly, 3 factors of Brand equity had influences Brand loyalty as a whole. The results of this study are expected to provide theoretical and practical implications for researchers and managers who are interested in the Creating Shared Value of MICE industry.

Dimensi Ekuitas Merek (Brand Equity) Dan Keputusan Pembelian Produk Mie Cepat Saji Di Kota Depok

Fact that Indomie (instant noodle) is a brand that most stick in the minds of consumers, and it is the evidence that Indomie has high brand equity. However, the facts also show that other brands are able to occupy under the Indomie brand equity. This paper presents an analysis of the influence of forming the dimensions of brand equity ie brand awareness, brand associations, perceived quality and brand loyalty on purchasing decisions on Indomie products. The population in this study were all the people in the city of Depok who consume Indomie. The sampling technique used was accidental sampling. The data are analyzed by using SPSS 19. The tools of analysis use correlation analysis, regression analysis, coefficients of determination, t-test (test partial) and F test (ANOVA test). The results showed that the dimensions of brand equity factors simultaneouslyinfluence the purchase decision. The most dominant factor influencing the purchase decision is brand associations that is equal to 31.1%.

A Study on the Driving Factors of Tourism Destination Brand Equity Based on Internet Sharing Content: A Case Study of Shenzhen Happy Valley

Thanks to increasing mature tourists, continuous innovation on science and technology, improved accessibility of attractions, the destination has to confront the growing competition tourism destinations leading to the importance of consumer based brand equity. The paper, taking the tourists’ evaluation and sharing contents of Shenzhen Happy Valley obtained on Mafengwo website as the text material, constructs a tourism destination brand equity driving factor model with “product”, “experience” and “marketing” as the core category based on the grounded theory Through the study, the driving factors of brand equity of destination are identified, and corresponding suggestions are provided for the management of destination brand equity.

농산물 브랜드자산요인과 브랜드신뢰의 매개효과

본 연구는 농산물 브랜드자산요인 가운데 브랜드신뢰의 매개적 역할을 확인하기 위한 것이다. 농산물 브랜드자산요인은 이성적 차원, 감정⋅체험적 차원, 관계적 차원 그리고 성과적 차원으로 구분하였다. 브랜드인지도, 원산지인식 그리고 지각된품질은 이성적 차원으로 구분하였고, 브랜드이미지와 브랜드경험은 감정⋅체험적 차원으로, 브랜드신뢰는 관계적 차원 그리고 구매의도는 성과적 차원으로 구분하였다. 자료는 주로 서울⋅경기 지역과 대구⋅경북 지역에서 농산물 브랜드를 경험한 389명의 소비자들을 분석에 사용하였다. 분석결과, 원산지인식, 지각된품질 그리고 브랜드경험과 구매의도간의 관계에서는 브랜드신뢰의 매개효과가 확인되었으나, 브랜드인지도와 브랜드이미지는 구매의도간의 관계에서 브랜드신뢰의 매개효과가 나타나지 않았다. 이러한 연구결과는 소비자 관점의 농산물 브랜드 자산의 구축에 관한 이론적 기여뿐만 아니라 농산물 브랜드 경쟁력 강화를 위한 관리방안에 도움이 클 것이다.

Influence of brand equity on the price premium for private labels in fresh produce: A contingent valuation survey

AbstractIn recent years, premium private labels for fresh produce grown with reduced use of synthetic pesticides and chemical fertilizers have been developed by Japanese general merchandise stores. In this paper, the brand equity factors that affect willingness to pay (WTP) for private label vegetables are identified using the contingent valuation method. We consider four key dimensions of brand equity, namely brand awareness, brand loyalty, perceived quality, and brand associations. We find that brand loyalty factors based on the psychology of consumers who seek value‐added vegetables with health and safety characteristics have the largest effect on the WTP premium. Providing shoppers with clear information about the key product attributes of reduced use of synthetic pesticides and chemical fertilizers is particularly important to generate brand equity for private label vegetables. [EconLit citations: Q130, M310].

عوامل بناء قیمة العلامة التجاریة وأثرها فى إدراک المستهلکین للعلاقة بین السعر والجودة -دراسة تطبیقیة على معارض سیرامیک کلیوباترا بجمهوریة مصر العربیة

Building Factors of Brand Equity and Their Impact on Consumer Perception of Price and Quality Relationship Empirical Study on Cleopatra Ceramics ملخص البحث1 تهدف الدراسة إلى معرفة عوامل بناء قيمة العلامة التجارية من وجهة نظرالمستهلكين وهم (عناصر العلامة التجارية،الوعى بالعلامة، الإتصالات التسويقية،التميز،الثقة،المسؤلية الإجتماعية) وتأثيرهم على الإدراك من قبل المستهلكين للعلاقة بين السعر والجودة ، وذلك بالتطبيق على عينة من 420مستهلك من المترددين على معارض سيراميك كليوباترا بمصر،وبإستخدام تحليل الإنحدار المتدرج تم إختبار سبعة فروض وقد أثبتت النتائج وجود تأثير ذو دلالة معنوية لعوامل بناء قيمة العلامة التجارية (منفردة ومجتمعة) على إدراك المستهلكين للعلاقة بين السعر والجودة كما تم إستخدام أسلوب تحليل التباين أحادى الإتجاه فى إختبار الفرض الثامن وأثبتت النتائج وجود فروق معنوية بين إدراك المستهلكين للعلاقة بين السعر والجودة طبقا للمتغيرات الديموجرافية,وقد تم إقتراح مجموعة من التوصيات والدراسات المستقبلية بناء على النتائج التى تم التوصل إليها ومنها ضرورة إهتمام الشركة بعوامل بناء قيمة العلامة لدى المستهلكين لأنها تؤثر فى جعل السعر لديهم مؤشرا للجودة وخاصة أن السعر للمنتج يعد سعرا مرتفعا، بالإضافة لمراعاة المتغيرات الديموجرافية ودلالتها فى إدراك علاقة السعر بالجودة. Abstract The study aims to find out the fact-ors of building brand equity from the p-oint of view of customers (Elements of the brand, brand awareness, marketing communication, excellence, trust, social responsibility) . Two Questionnaires was used ,the first to determine the factors of building brand equity , the second to determine the effect of them on the perception of the relationship between price and qual-ity . The research applied on 420 customers of Cleopatra Ceramics.Stepwise Regression Analysis and One Way An-ova were used to test eight hypotheses . The results proved the existence of significant positive effect of the factors (I-ndividually and collectively) of buildi-ng brand equity on the customer's perc-eption of the relationship between price and quality and there are significant dif-ferences between views of customers a-bout perception of the relationship bet-ween price and quality according to de-mographic variables. There are a number of recomme-ndations including , the most important need for company's interest factors to b-uild brand equity they have chosen bec-ause they affect on the customer's perc-eption of the relationship between price and quality especially the price of the p-roduct is high.

Strategy to Increase Customer’s Purchase Intention on Garuda Indonesia’s International Flights Based on Brand Equity Factors

. Garuda Indonesia has become one of the strongest airline brand in the world. However, with the very intense competition between competitors in International flights airlines, brand has an important role in customer's purchase intention. Therefore, Garuda Indonesia needs a strong brand equity strategy to increase customers' purchase intention for its International flights. To create such strategy, this research examines the impact of Customer Based Brand Equity (CBBE) factors on customer's Purchase Intention. Importance-Performance Analysis method is also used to obtain action items along with the execution priority of each action items. The research outcome can become a brand equity strategy for Garuda Indonesia in increasing customers' purchase intention, so that they can compete with other International airlines' brand that operates in Indonesia.

A Study of Factors Impacting Customer based Brand Equity in Television Market

The concept of television brand equity has become a competitive tool for successful television brands in today's hyper competitive market characterized by increase in changing demands by customers, increased competition, rapid technological changes and shrinking disposable income. Most sellers should realize that it is cheaper to retain than to attain new customers through brand equity. The study was designed to draw the factors of brand equity impacting choice of television brand and confirming it through confirmatory factor analysis. The data was collected from a sample size of 196 respondents through online data collection tools. The finding highlighted that the tradition components of brand equity namely brand association, brand image, brand loyalty, brand awareness as well as newer components of brand experience and store image are contributing significantly to Brand Equity.

City Brand Competitiveness: Exploring Structural Relationships Among City Brand Equity Elements in China

Majority of cities in the developing and transitional parts of the world, being a global city has turned into a primary goal. With this trend, managing a brand asset of a city has become an important task for countries, especially China. Therefore, the study explores the causality between the city brand equity factors, and clarifies the correlation between city brand identity and city brand loyalty. Survey with the size of 300 was gathered to be analyzed. Through a rigorous instrument development process, the following five construct were identified: brand awareness, brand image, perceived quality, brand identity, and brand loyalty. The instrument was proven to have a good fit, reliability, and validity. Three factors (brand awareness, brand image, perceived quality) were analyzed on how it affects brand identity and the effect of brand identity on brand loyalty. The purpose of this paper is to provide preliminary strategical data for city development and marketers in China.

Exploring green business functions and green brand equity: proposition of a conceptual framework

The manufacturing of green products is increasing rapidly but not many organisations are able to achieve significant returns on their green products. This failure is generally attributed towards the company's inability to mingle the green business functions with the brand image and its proper presentation to customers. Therefore, the question arises whether green business functions lead to the green brand equity. This study proposes a strategic model to investigate the impact of green business functions on green brand equity. A theoretical model is developed using an approach based on literature review of green business functions such as green marketing, green human resources management, green finance, green supply chain management and green brand equity factors such as trust, loyalty, satisfaction and their hypothesised relationship. The purpose of this paper is to propose a conceptual model that may check the relationships among various green business functions and elements of green brand equity.

Exploring green business functions and green brand equity: proposition of a conceptual framework

The manufacturing of green products is increasing rapidly but not many organisations are able to achieve significant returns on their green products. This failure is generally attributed towards the company's inability to mingle the green business functions with the brand image and its proper presentation to customers. Therefore, the question arises whether green business functions lead to the green brand equity. This study proposes a strategic model to investigate the impact of green business functions on green brand equity. A theoretical model is developed using an approach based on literature review of green business functions such as green marketing, green human resources management, green finance, green supply chain management and green brand equity factors such as trust, loyalty, satisfaction and their hypothesised relationship. The purpose of this paper is to propose a conceptual model that may check the relationships among various green business functions and elements of green brand equity.

호텔브랜드 체험이 브랜드신뢰, 브랜드애착과 브랜드몰입에 미치는 영향

본 연구는 감성 마케팅의 중요성이 부각되는 오늘날, 호텔브랜드 체험을 기반으로 브랜드에 대한 체험적 요소가 브랜드자산인 브랜드 신뢰, 브랜드 애착 및 브랜드 몰입에 미치는 영향을 살펴보고 그에 따른 실무적 제안을 하고자 하였다. 이에 따라 설문조사를 통해 얻는 자료로 분석한 결과 몇 가지 의미 있는 결과를 확인할 수 있었다. 첫째, 경로분석을 통해 호텔브랜드 체험의 하위구성요소들이 브랜드자산인 브랜드 신뢰와 브랜드 몰입에 미치는 영향을 확인한 결과 감각체험, 감성체험, 행동체험, 지적체험은 모두 긍정적 영향을 미치고 있음을 확인하였다. 둘째, 호텔브랜드 체험에 따른 브랜드자산인 브랜드 신뢰, 브랜드 애착 및 브랜드 몰입간의 영향관계를 검증한 결과 브랜드신뢰와 브랜드 애착이 브랜드 몰입에 긍정적인 영향을 미치고, 브랜드 신뢰가 브랜드 애착에 긍정적인 영향을 미치는 것이다. 이러한 연구를 통해 호텔 경영자에게 전략적인 시사점을 제공하고자 한다. The purposes of this study were to investigate the effect of experience in hotel on brand trust, brand attachment and brand commitment. It aims to contribute hotel brand marketing from analyzing and showing how brand experience factors affect brand equity factors. The findings and implications can be summarized as follows: the factor Sense Experience, Feel Experience, Act Experience and Think Experience of Brand Experience caused the positive impact on brand trust and brand attachment. Second, brand trust has a significant impact on brand attachment. Third, brand trust and brand attachment both caused a positive impact on brand commitment. Thus, the hotel managers need to establish a ongoing brand experiential marketing strategy which can improve brand commitment of hotel and ways to be recognized as motivational factors for offered services and products which customer can perceive and experience.

품목별 주요 브랜드를 활용한 농산물 브랜드자산의 구성요인에 관한 연구

품목별 주요 브랜드를 활용한 농산물 브랜드자산의 구성요인에 관한 연구

Study of the Relationship among the Factors of Brand Equity: A Study on Fast-food Brands

This study aims at examining the practicality and application of customer-based brand equity model based on Aaker’s well-known conceptual framework of brand equity. The study employed structural equation modelling to investigate the relationship existing between dimensions of brand equity and the brand equity itself. It specifically measures the way in which consumers’ perceptions of the dimensions of brand equity affect the overall brand equity evaluation. Data were collected from Indian youth who visited Dominos restaurants (Dhanbad, Jharkhand). The finding shows that brand association (BA) is an important dimension affecting positively the brand equity in fast-food brands. The present study has some implications as managers associated with fast-food industry have to maintain or strengthen their efforts upon the BA dimension.