Formation Of Brand Equity Research Articles

What Drives Brand Equity? The Perspective of Malaysian Consumers

Considering the importance of brand equity in brand management and the role played by brand equity in the success of the firm, this study examines the factors that influence the formation of brand equity particularly the equity of brands of household electrical appliances namely televisions, refrigerators and air-conditioners. In the conceptual model of brand equity, the dimensions of brand awareness, brand loyalty, perceived quality, and brand associations are postulated to affect the formation of brand equity. On the basis of an analysis of a survey data of 501 respondents taken from consumers of household electrical appliances in the state of Selangor and the Federal Territory of Kuala Lumpur; this study found that the dimensions of brand equity comprised of three elements, namely, brand distinctiveness, brand loyalty, and brand awareness/associations. These three elements were found to have positive and significant influences on the formation of brand equity of electrical goods.

Brand equity in Caribbean financial services: the moderating role of service providers

PurposeThe purpose of this paper is to develop an integrated model to represent how service experience (core, employee and service scale), customer satisfaction (transaction-specific and cumulative) and brand affinity influence brand equity in financial services, taking into account the moderating influence of financial service providers.Design/methodology/approachData were collected from 751 customers in three types of financial service providers (banks, insurance companies and credit unions), and analyzed with structural equation modeling and multi-group analysis.FindingsThe findings confirm the significant and positive influence of service experience, customer satisfaction and brand affinity on brand equity. Employee service experience has the strongest influence, but its impact is mediated by customer satisfaction. Brand affinity has the lowest influence on brand equity. The type of financial service provider moderates the influence of customer satisfaction on brand equity; transactional satisfaction is more important for credit unions and insurance companies, but cumulative satisfaction is higher for banks.Practical implicationsThe study is significant for three reasons. First, it reconciles branding strategies across different types of financial service providers. Second, it will help financial managers to develop and implement a more integrated approach toward building brand equity for financial service brands. Finally, it will identify specific service-related areas financial providers can target to increase customers’ preferential value.Originality/valueThe paper addresses previous concerns within brand equity studies by examining the drivers of brand equity formation in multiple financial institutions. It shows how different aspects of service experience and customer satisfaction affect brand affinity and preferential attitudes toward financial brands.

The effect of self-congruity and motivation on consumer-based destination brand equity

Achieving destination appeal and a competitive edge is a priority aim of tourist destination managers. The objective of this study is to help explain the formation of brand equity as a competitive strategy for a tourist destination. A model is proposed, in which complementary variables—internal to the consumer—are taken as antecedents of brand equity, namely, motivation to visit a destination and self-congruity. In achieving this aim, the work responds to key gaps in the literature: the measurement of the effectiveness of destination brand equity as a competitive strategy, the need for greater knowledge regarding the antecedents of destination brand equity, the broadening of the application of the theory of self-congruity in tourism, and the importance of tourist motivation in the consumer’s evaluation of a destination’s brand. The work finds that both determinants exert an effect on brand equity, albeit in distinct ways: motivation is essential in attracting clients to the destination, while self-congruity is vital for retaining them. The study presents a number of implications of interest to the professional sector.

Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity

The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly within the past 4 years. In addition, it is known that many OPPO brands endorse celebrities to introduce their products. The results of this study indicate that the use of celebrity endorsers is not directly able to form brand equity, but the use of celebrity endorsers causes the formation of brand credibility which is ultimately able to form brand equity.

Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension

Abstract Brand extension is a strategy widely used among firms with high brand equity to launch new products into the market. This strategy has been the subject of considerable scholarly interest over the last few years. However, there are very few published works that have focused on analyzing brand extensions in the heritage context or, more specifically, in relation to the UNESCO World Heritage brand. The present study examines the extent to which the authenticity of a brand extension pertaining to a heritage destination parent brand affects the formation of brand equity for the extension. It takes into account the moderating roles of brand extension credibility and tourists’ experience and product knowledge. To fulfill the research objectives, an experimental design is applied to a sample of 217 tourists visiting the Monumental Complex of the Alhambra and Generalife in Granada, Spain, and the degree of authenticity of the brand extension is manipulated between subjects. The findings show that brand extension authenticity exerts a direct effect on brand extension equity, and an indirect effect, via brand extension credibility: these effects being activated only beyond certain levels of tourist experience of the heritage site and product knowledge.

A Study of Brand Equity Formation in the Fast Moving Consumer Goods Category

Purpose: To identify key relationships in building brand equity in the fast-moving consumer good (FMCG) category in the United Arab Emirates. Design/methodology/approach: It is postulated that marketing elements impact brand equity dimensions which in turn impact the brand equity construct. Five marketing mix elements were selected—price, distribution intensity, advertising, price promotions and non-price promotions, and four dimensions of brand awareness, brand loyalty, perceived quality and brand associations, finally to overall brand equity. Data were collected from a broad sample. Structural equation modeling was used to test the relationships among the 10 constructs. Findings: Brand loyalty and perceived quality have a significant impact on brand equity, whereas brand awareness and brand association were weak. Brand awareness has a significant influence on brand loyalty. Distribution intensity and non-price promotions have a positive relationship with all the brand equity dimensions, whereas weak support was determined for pricing and advertising. Conclusion: In the FMCG category building strong brand awareness combined with wide distribution and supported by non-price promotions are critical to building brand loyalty which in turn impacts brand equity. Originality/value: This study contributes to the general body of knowledge on branding and provides a starting point for further research in the region.

Sexo, violencia y estereotipos en el brand equity de una serie. El caso de Juego de Tronos

Theoretical framework. The audiovisual sector has grown and evolved in recent years with the appearance of new products and companies that strive to achieve leadership in the sector, such as HBO or Netflix. Thus, the “Third Golden Age of Television” brings with it an increase in sexual, violent and stereotyped contents in television series. Objective. The purpose of this study is to analyze the effects of these three elements in the construction of the Brand Equity of a series, specifically in the case of Game of Thrones. Methodology. Through a questionnaire supplied to a sample of 240 subjects, analyzes are carried out by means of structural equations through LISREL, in order to determine the existence of relationships between attitude toward sex, violence and stereotypes and the formation of Brand Equity. Results. The results confirm the existence of a direct and positive relationship between attitudes towards violence, sex and stereotypes and the formation of Brand Equity. Conclusions. This research increases the literature related to Brand Equity, in a novel sector such as television series, confirming the importance of sex, violence and stereotypes when building Brand Equity. Implications: This study can serve as a tool for the producers of television series, in general, and of Game of Thrones, in particular, since they should balance the presence of these contents in their creations since they can affect the evaluation by the spectators, affecting their Brand Equity.

BRAND EQUITY IN AGRIBUSINESS: BRAZILIAN CONSUMER PERCEPTIONS OF PORK PRODUCTS

ABSTRACT Even sectors that usually offer similar products, such as agribusiness, can develop brand strategies that are potentially capable of promoting a greater perceived value in the eyes of consumers. This paper discusses how the origin of product, perceptions, and attitudes of Brazilian high-income consumers concerning food production processes, and brand equity assigned by consumers to certification processes affect the formation of brand equity in agricultural commodities.

Effect of Celebrity Endorsements on Dimensions of Customer-based Brand Equity: Empirical Evidence from Indian Luxury Market

Brand equity is a brand’s incremental value due to its name. It has been long argued that brand equity must be the ultimate criterion of success in brand management because brand equity contributes both to long-term sales and long-term profits. Celebrity endorsement has gained prominence as a popular resource for marketing strategies among many firms. This research aims to empirically test the role of celebrity endorsements in the brand equity formation process. This study explored the relationship between celebrity endorsements and four dimensions of brand equity of Aaker’s (1991) brand equity model in Indian luxury products market. Data were collected through a shopping mall intercept survey of 202 respondents in the cities of Delhi, Gurgaon, Faridabad, Noida and Chandigarh. Exploratory factor analysis was used for reducing the number of scale items while regression was used to test the proposed hypotheses. The results show a positive and significant effect of celebrity endorsements on two brand equity dimensions, that is, brand awareness and brand associations, but celebrity endorsements do not have any significant influence on other two dimensions, that is, perceived quality and brand loyalty. We finally discuss the implications—both theoretical and managerial—before providing directions for future research.

The Relative Contribution of Brand Love and Country Image towards the Formation of Brand Equity

The purpose of this study is providing a model to determine the way brand love and country of origin image(CoI) affect the formation of brand equity in the automotive industry in Iran. The most important finding of this study was that consumers` affection toward a brand and its country of origin has significant influence on consumers` loyalty and subsequently their loyalty level could affect brand value.Results also showed that there was no significant relation between consumer` cognition of a country characteristics and their attitudinal loyalty. The findings can advance our understandings of brand love and CoI phenomena and provide guidance for international marketers and traders to manage country and brand related information more effectively. DOI: 10.5901/mjss.2016.v7n2s2p164

Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels

This paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an assisted “top of mind” of six brands of food processors versus the private label of a supermarket in the city of Fortaleza - Ceara. The results of the hypotheses tests, with the application of the structural equation modeling, show that the marketing mix elements relate differently to the dimensions that antecedents brand equity, and that the perceived quality and brand association dimensions are similar in the formation of brand equity of manufacturers and supermarket’s food brands.

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

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

The Impact of Brand Country-of-Origin Image on the Formation of Brand Equity in the Sports Apparel Industry

The present study aimed to investigate the conducted effects of the Brand Country-of-Origin Image on The Formation of Brand Equity in the sports apparel industry. Method of this study is descriptive-correlative. The study investigated the effects among the research variables using structural equation model (SEM) with Lisrel software. The population of the study was the whole country's physical education students, alumni, which 805 subjects were selected based on the purposive sampling, using in person, and online questionnaires were collected from Iran. The results showed that the image of the country of origin has a positive relation to the brand equity dimension including brand loyalty, Perceived quality, and brand Awareness/associations, and there is a significant positive relation between brand equity dimensions and brand equity. Therefore, it is recommended to manufacturers in the apparel and sports equipment to try to promote brand's country of origin image to increase brand image in markets by using advertisements and other combined components such as personal sales and public relations.

Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

Purpose– This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants.Design/methodology/approach– The authors develop the relating conceptual study through the differentiation and integration as specific conceptual goals. The authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme.Findings– The authors identify gaps in the brand equity literature. The analysis and development of the conceptual study in this paper shall serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools.Originality/value– The authors synthesized contemporary approaches in the field, identified research gaps and proposed open questions that should be tackled, as well as provided avenues for future research. The authors argue that creation of a unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.

Brand Equity Development in College Football

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

Linking user experience and consumer-based brand equity: the moderating role of consumer expertise and lifestyle

Purpose– The study aims to explore the buildup of consumer-based brand equity (CBBE) from positive derived experiences. Rewarding experiences with products make a user feel good about their decision to buy and use them. Those feelings get accrued as strong consumer–brand relationship, measured comprehensively by CBBE in marketing literature.Design/methodology/approach– The study is conducted in two phases – exploratory and validation. The exploratory phase involved conceiving a theoretical framework from in-depth literature review. The framework is then validated through a survey-based empirical phase. Smartphones form the context of the work.Findings– The three consumption values used in the study are usability, social value and pleasure in use. Brand equity has been conceptualized and measured as brand association, perceived value, brand trust and brand loyalty. The moderating role of user expertise, as well as lifestyle, was also tested on pleasure derived. Most of the hypothesized relationships between different constructs of experience and brand equity were found significant. Significant evidence for hierarchical formation of brand equity was also established.Research limitations/implications– Lack of evidence of moderation of lifestyle may be ascribed to the validity of the scale used to measure it in the current context and needs to be updated. The study contributes by conceiving experience as a multidimensional framework based on Holbrook’s typology, besides validating its relationship to CBBE. Hierarchical formation of brand equity is also a novel contribution.Practical implications– This study provides an indicative guide to marketers with design cues that can provide relevant consumption values in the quest for a positive brand impression. It also provides directions for segmenting the smartphone market based on user expertise for better branding.Originality/value– The study is innovative by relating experience, conceptualized with Holbrook’s framework and CBBE – something yet to be seen in the literature.

A conceptual study of the formation of online brand equity: The role of online brand trust

Objective - This paper is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Methodology/Technique – Literature review Findings– Changing environment in the business world is affecting business and the advent of the Internet has also had an enduring effect in the way companies do business. In ensuring the continued survival of a company it becomes imperative that a company develop a loyal customer base. To this effect brand equity is a concept that has been looked at as a way of achieving a loyal customer base. Higher brand equity, leads to higher customers' repeat purchase, to pay more for the same value of quality and to create a long term relationship with the seller. Furthermore, the emergence of the Internet has made the brand equity concept become ever more important in helping the consumers to reduce their search costs and purchase risk in the world of information overload. However, the nature of the Internet also raises an issue of how marketers can build the online brand equity when the buyers and sellers have physical distance in cyberspace. As a result, trust becomes one of the fundamental elements in forming online brand equity. The purpose of this paper thus, is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Novelty – The formation of Online brand equity in Malaysia setting Type of Paper: Conceptual Keywords: Online Brand Association; Online Brand Equity; Online Brand Loyalty, Online Brand Trust

Towards a Unified Theory of Brand Equity: Conceptualizations, Typologies and Avenues for Future Research

This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. We develop the relating conceptual study through differentiation and integration as a specific conceptual goal. We present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme. In so doing we identify gaps in the brand equity literature, which we hope will serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools. We argue that the unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.

Brewing the Recipe for Beer Brand Equity

1. Introduction The beverage industry and specifically the brewery sector is a key economic industry within the European agribusiness scenario. However, there are only few studies on beer brand value from the consumers' standpoint (Atilgan et al., 2005); and most of the researches had focused in the variables of marketing mix influencing consumers, such as price, communication, distribution or advertising (Yoo et al., 2000). Nevertheless, in the purchasing process, consumers are not only concerned about the price or quality of a product or brand, but also other variables such as the Brand Equity or value. Brand equity is an intangible asset, being a source of long-term competitive advantage in the marketplace, which cannot be completely understood without carefully analyzing its sources, or the variables related to its formation in consumers' mind. This research develops and empirical study applying the Aaker's Brand Equity model, in order to analyze the sources Brand Equity for a product with a great popularity and strong demand--that is, beer--, in specific European mature market--the Spanish marketplace--. This research is organized as follows. It begins with the theoretical foundations; then the objectives are set out; in the fourth section the methodology is explained, as well as the simple, the selected variables and the measurement scales used; next, the results are discussed, to end with some conclusions, implications and the research limitations. 2. Theorical Framework 2.1 Brand Equity conceptualization Building strong brands has become a marketing priority for many companies nowadays because it provides multiple advantages to establish and create an identity in the market place for a company, while being a key source of competitive advantage (Aaker, 1996). In order to measure the overall value of a determinate brand or product, marketing researchers and managers have begun to examine the concept of Brand Equity (Aaker, 1991; Keller, 1993), which refers to the tremendous value a brand brings to consumers and manufacturers. Following Aaker (1991, 1996), Brand Equity could be conceptualized as all of those tangible assets of a brand, held in the mind of the consumers. More precisely, Farquhar (1989) defines Brand Equity as the added value that a brand brings to a particular product or service, and points out that Brand Equity is that set of assets and liabilities linked to a brand, its name or symbol, that incorporate or decrease the value provided by a product or service to the company or its customers. Keller (1993) defines Brand Equity as the differential effect of brand knowledge on the response given by consumers to the brand marketing. The present research follows the theoretical model proposed by Aaker (1991), given that it represents an important reference for marketing scholars, through an integrative conceptualization of Brand Equity and because it has been empirically demonstrated by previous researches focused on manufacture brands (Yoo et al., 2000; Atilgan et al., 2005). Hence, we will define Brand Equity as the set of assets and liabilities linked to the brand, which either increase or decrease the value provided by a product or service to the consumer. 2.2. The dimensions of beer Brand Equity Nevertheless, Brand Equity cannot be completely understood without carefully analyzing its determinants and sources, or the contributing variables to the formation of Brand Equity in the consumers' mind. In the purchasing process, consumers are not only concerned about the price or quality of a product or brand, but also other variables such as the brand awareness or brand image (Aaker, 1991, 1996). Additionally, this study aims to analyze two consequences of Brand Equity on consumer behavior. For that purpose, we have proposed the analysis of two other dimensions, such as the consumers' purchase intention and their willingness to pay a premium price for the one specific beer brand. …

How Do Brand Beliefs Build Brand Equity in Online Retailing? The Role of Brand Love

Brand equity building is a key determinant of competitive success for Internet firms; however, research focusing on this issue has been scant. Therefore, this study examines the process of online retailer brand equity formation by proposing a conceptual model based on the effects of brand beliefs and brand love on brand equity. The empirical tests involve structural equation modeling and primary data taken from a survey of 454 customers of an online bookstore. The results demonstrate that a web site’s content, aesthetic appeal, and navigation convenience are important antecedents of brand love, which leads to the formation of online brand equity. The results from this study offer insight into branding strategies online retailers must consider for building unique brand images, while maintaining or enhancing customer brand belief.