Impact Of Brand Equity Research Articles

Exploring the Effectiveness of Social Media Marketing in Building Brand Equity: A Comparative Study of Facebook and Twitter

Social media marketing has become an integral part of marketing strategies for businesses in the digital age. The purpose of this study is to explore the effectiveness of social media marketing in building brand equity through Facebook and Twitter. A comparative study was conducted to analyze the impact of these platforms on brand awareness, brand image, brand loyalty, and perceived quality. The study involved a survey of 300 participants, divided equally between Facebook and Twitter users. The results indicated that both Facebook and Twitter can positively impact brand equity, but the effectiveness of each platform varies depending on the type of brand and target audience.

Impact of Brand Equity on Intention to Use Instant Coffee

Today, brand equity is acknowledged as a key component of a company’s business strategy, a tactical issue for achieving a competitive edge, a key component of brand building, and a tool for gauging the long-term effects of actions in marketing. Research of brand equity on purchase intentions for goods like food, smartphones, and green products is frequently available empirically, whereas instant coffee studies are less prevalent. Thus, to close this gap in the literature, the aim’s research is to empirically evaluate the impact of brand equity on consumers’ intent to use instant coffee. The conceptual model of brand equity components is built on Aaker’s model. Using a Google form and a convenience sampling technique, this study examined a sample of 296 consumers who bought instant coffee. A 5-point Likert scale was used in the measurement. The research model was suggested based on earlier investigations. Data from 296 clients was obtained, and SmartPLS software was utilized to evaluate it. Analyze the scales’ validity and reliability concerning the measurement model. The reliability of the scales was assessed using composite reliability and Cronbach’s alpha. Discriminant validity was also assessed using the Fornell-Larcker index. Structural equation modeling was used to analyze the effects of the research’s hypotheses. The results demonstrated that brand equity dimensions favorably influence consumers’ purchasing intentions for instant coffee. Specifically, brand awareness has a favorable correlation with consumers’ purchasing intent. Perceived quality and purchase intention are related positively. Additionally, brand associations and buyers’ purchase intentions have been positively impacted. Brand loyalty has also positively impacted consumers’ intentions to buy. Brand awareness is the most crucial factor that impacts the intention to buy instant coffee. The empirical research on the impact of brand equity components on the intention to purchase instant coffee is a gap in the literature that this study is aimed to fill. Moreover, the managers of instant coffee will also benefit from knowing how brand equity dimensions affect consumers’ intentions to buy instant coffee as they develop marketing strategies to increase those intentions.

Impact of Brand Equity on Purchase Intention of Smartphone

Brand equity is the value added to a product that helps it stand out from rivals in the market. It serves as a competitive tool for the producers, aiding in consumer preference and brand loyalty as well as enhancing customer purchasing intents. This study aimed to investigate the effect of brand equity aspects on smartphone purchasing intentions in Sri Lanka. The study also looked into the relationship between the four components of brand equity—brand loyalty, brand awareness, brand association, and perceived quality—and the customers’ purchase intention. Data were gathered from a convenience sample of 100 smartphone users of the private bank employees in Batticaloa district to fulfil this study’s aim. The study employed a descriptive and causal research design. Data were collected using structured questionnaires. This study examined the significant relationship between Brand Equity (BE) and Purchase Intention (PI). Results showed that all brand equity parameters impacted the purchase intention of smartphones. The study concludes that the dimensions of brand equity are the key factors affecting customers’ buying propensity. This implies that brand equity and its components influence a consumer to choose a brand with higher value when considering the market environment. In order to boost industrial users, which leads to increased product consumption and purchase frequency, marketers must strengthen their brand equity.

Impact of brand equity and service quality on the reputation of universities and students’ intention to choose them: The case of IIUM and UIN

Background:Numerous studies have been carried out on the impacts of brand equity and service quality of higher education institutions (HEIs) on their reputation and students’ satisfaction. This research aimed to compare the impact of brand equity and service quality on universities’ reputations, namely Universitas Islam Negeri (UIN) in Indonesia and International Islamic University Malaysia (IIUM) in Malaysia, and Indonesian students’ intention to choose the universities, which is moderated by study expense (price). UIN and IIUM are HEIs with a similar university concept, and Indonesian students have recently shown a high interest in them. The two universities have faculties not only in the field of Islamic studies but in general fields of studies as well, which are usually held by non-Islamic Universities. Therefore, their competitiveness against non-Islamic universities, especially the University of Indonesia (UI) has increased.Methods:The statistical measurement tool used was structural equation modeling (SEM). The number of items stated in the questionnaire was 45. Therefore, minimum data to be collected were 5 × 45 or 225 which rounded up to 228 from Indonesian students at UIN and IIUM (114 UIN students, and 114 Indonesian student respondents from IIUM).Results:The study results show that the universities’ reputations are strongly affected by their brand equity and service quality, which then affect students’ intention to choose the universities. Students had a higher intention to choose IIUM than UIN. The limitation of this research is that the effect of study expense on the intention of Indonesian students to study at UIN or IIUM has not yet been conducted. It will be conducted in the next study.Conclusions:These results are expected to be useful to UIN, IIUM, and especially Politeknik Negeri Jakarta (PNJ) in determining a strategy to enhance their reputations and the intention of Indonesian students to study there.

Impact of Brand Equity on Consumer Purchasing Decision: A Study on Carbonated Soft Drinks Product in Khulna City

In Bangladesh, the carbonated soft drinks industry is characterized by some domestic and a few global brands. In recent years, the purchasing tendency of carbonated soft drinks products by young adults has elevated significantly. Considering the underlying issue, this study has gone to significant lengths to determine the degree to which brand equity factors influence consumers’ purchasing decisions. Data for statistical analysis were collected from the non-probabilistic convenience method sampling 120 respondents of Khulna city. Based on the previous studies a structured questionnaire was developed to conduct the survey. To depict and prove the statistically significant factors impacting consumers’ purchase decisions, multiple regressions were conducted. Among the brand equity elements, brand loyalty and brand awareness result in a significant positive impact on consumers to purchase carbonated soft drinks products. Where brand image and perceived quality have no significant influence on consumers to purchase carbonated soft drinks products. The findings of the study will be essential for brand owners and decision-makers who are vigorously seeking to develop loyal customers to get a competitive advantage and improve the financial condition of their company.

The Impact of Brand Equity on Customer Purchase Intention of Mobile Phones: Evidence from Undergraduates of Private Sector Higher Educational Institutions in Sri Lanka

<p class="Default">Branding is a key decision to be taken by business people to increase their sales and keeping customers attached to their products. The present study was designed to explore how brand equity dimensions impact mobile phone purchase intention, which could be explored among undergraduates in Sri Lankan private sector higher educational institutions. The brand equity model has become the global standard for brand equity research. Brand equity is defined as brand awareness, brand quality, brand association, and brand loyalty As the Sir Lankan mobile phone market is rapidly changing, brand equity issues are also visible. Accordingly, 377 respondents from selected private sector higher education institutes have a higher student base than others. Data were analyzed through correlation and multiple regression techniques. Results revealed all brand equity dimensions impacted purchase intention. As a result, the study concludes that the brand equity dimensions are the essential variables influencing customer purchase intent.

Factors Affecting Brand Equity with Trust as Mediation in the Online Transportation Industry in JABODETABEK Indonesia

Indonesia is also experiencing rapid technological progress. This can be seen from the advancement of technology that supports information. The existence of the internet marks the development of this technology. Social media is one of the advanced technologies used to disseminate information. E-WOM influences the brand so that consumers are more aware of the brand. The purpose of this research is to find out how personality, social, and social media information characteristics impact brand equity through e-WOM and trust, and to find out how trust and service quality impact brand equity. This research was conducted on 176 online transportation users in Jabodetabek using SEM analysis. The results show that features of social media use are positively correlated with brand equity, features of social media use are positively correlated with trust, e-WOM is not positively correlated with brand equity, e-WOM is positively correlated with trust, and trust is positively correlated with brand equity. The research suggestions are expected to help researchers and organizational development practitioners find the effect of social characteristics, personality, and information on social media use on equity through e-WOM and trust.

How festival brand equity influences loyalty: the mediator effect of satisfaction

Festivals can utilize positive brand equity to enhance their competitiveness in the market and strengthen their relationships with patrons. As festival brand equity has not been extensively studied, this study was designed to 1) identify components of festival brand equity and 2) explore how festival brand equity influences loyalty by examining the mediation effect of satisfaction. Findings from 493 questionnaires suggest participants’ loyalty is influenced by a second-level brand equity, comprising factors of brand awareness, brand image, and perceived quality. The impact of brand equity on loyalty is partially mediated by satisfaction. Further academic and practical implications will be discussed.

Green Marketing Functions: The Drivers of Brand Equity Creation in Vietnam

Companies increasingly develop green marketing functions and target green consumer segments since “green issues” have become mainstream. This study evaluates the influence of consumers’ perceptions of green marketing mix functions on brand equity dimensions in the Vietnamese milk industry. The quantitative research results, through direct interviews with 477 consumers, suggest that green marketing mix tools positively impact brand equity creation and inter-relationships among the dimensions of this brand equity. The results provide valuable inputs for manufacturers to commence green marketing programs and campaigns that fit discrete market segments to improve marketing performance and overcome green challenges.

What role does the brand play? Measuring the impact of customer-based brand equity on the selection of MBA programs at Dutch business schools

ABSTRACT The customer-based brand equity (CBBE) framework was developed for commercial buying purposes but has been applied in this study to institutional marketing, i.e. to MBA programs in Dutch business schools. Although academic institutions spend significant amounts of their budgets on Marketing, branding research for this field is still limited. To estimate the multivariate influence of the different CBBE factors (i.e. brand awareness, perceived quality, brand associations and brand loyalty) on the three dependent factors brand value, willingness to pay and brand preference, principal component analyses and a Seemingly Unrelated Regression Equations Model were applied. Based on a total of 211 observations from 93 respondents of four leading institutions, the study confirms the positive impact of brand equity on brand preference, brand value and willingness to pay and prove the significance of universities creating a positive brand image to differentiate from the competition and to attract prospective students.

The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian luxury market. 453 responses were obtained from the top four metropolitan cities of India, i.e., Mumbai, Delhi-NCR, Bengaluru, Hyderabad, via snowball sampling method. The researchers have used structural equation modeling to assess the causal relationships between constructs. The results concluded that social media marketing activities and brand equity positively affect the purchase intention of luxury brands, which is more significant in India, while status consumption and brand trust are found to impact purchase intention in case of Indian shoppers. Researchers have proposed a research model that leads to managerial and theoretical implications. Luxury brand managers must focus on social media marketing activity, status consumption, and brand equity, leading to luxury brand consumption. The study investigates the factors affecting purchase intention of luxury brands and a comparative study in the Indian context that is not much analyzed. The constructs were carefully chosen to meet the requirements of the study. The survey method delivers an inclusive yet summarizing depiction of the literature and implications to luxury brand managers and future researchers.

Impact of brand equity and mobile web quality on intentions to use m-commerce amongst Traveloka customers

This study purposed to analyze the application of an extended technology acceptance model (TAM) by combining the influence of brand equity and mobile web quality that are used to predict intention to use m-commerce, through perceived ease of use, perceived usefulness, and attitude toward using. The research was conducted on Indonesian citizens who have used service products on m-commerce Traveloka. The analytical method used is the structural equation modeling (SEM) with Lisrel 8.80 Software. Using a convenient sampling technique, 270 respondents were involved in the study. Only five of the nine hypotheses developed are significant, while the others are not. However, the current study discovers a new finding that brand equity significantly affects the attitude toward using m-commerce. The results of this study are quite different from Chi’s (2018) study, indicating that the model still needs to be reinvestigated using a different sample to test the model consistency.

Impact of Brand Equity on Purchase Intentions of Customers in Insurance Industry of Pakistan

Insurance firms play an important role in an economy’s growth and development and are key financial institutions that are critical for the success of other companies. They provide stability to both individuals and businesses by agreeing to bear the financial liability of insured parties. However, in Pakistan, the share of insurance towards GDP is significantly lower than in similar developing countries. Thus, we have developed a model that can help the insurance sector improve its image and sustainability. We collected the data from five major cities of Pakistan based on pre-developed questionnaires. The study has a useable sample size of 424. We found that Brand Attitude (BA) and Customer Satisfaction (CS) promote Brand Equity (BE) and Purchase Intention (PI). Further, BE is a determinant of PI. However, brand image has contradicting effects. On the one hand, Brand Image (BI) does not affect BE, but on the other hand, BI has a significant association with PI. The results also suggest that BI, BE, and CS mediates BA and PI. Also, BI and CS affect BE. However, BE does not mediate BI and PI, but BI mediates CS and purchase intentions.

The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

Impact of Brand Association, Brand Image &amp; Brand Loyalty on Brand Equity

The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.

Impact of brand equity on purchase intentions: empirical evidence from the healthtakāfulindustry of the United Arab Emirates

PurposeAlthough 76% of the population of the United Arab Emirates (UAE) is Muslim,takāful(Islamic insurance) has a much smaller share of business in the UAE than conventional insurance does. The purpose of this study is to highlight the importance of brand equity (BE), which is known as the incremental value that provides reason to buy a brand. This study provides useful insights that can help the healthtakāfulindustry to gain a feasible market share in the UAE.Design/methodology/approachThis is a quantitative study in which stratified random sampling was adopted for data collection from 300 respondents through a self-administered questionnaire from August to November 2018. Underpinning the study is the theory of planned behavior (TPB) and the structural equation modeling (SEM) technique has been used to examine the impact of BE on purchase intentions (PI) through the moderating role of demographic factors such as age, income, education and religion. Three dimensions of BE, i.e. brand awareness (BAW), brand association (BAS) and perceived quality (PQ), are evaluated in terms of their significance as dimensions of BE.FindingsThe major findings of this study confirm that BE has a strong positive influence on the PIs of healthtakāfulcustomers in the UAE and that all three dimensions of BE make significant contributions to the overall BE. The results show that education does moderate the relationship between BE and PI while age, income and religion do not. A new finding of this study is the nonsignificant moderating role of religion, whereby it was found thattakāfulproducts in the UAE are not limited to Muslim customers but can include potential customers who are followers of other religions.Originality/valueTo the best of our knowledge, the present study is the first of its kind to examine the impact of BE on the PI of healthtakāfulcustomers in the UAE. The findings of the study give academia, researchers and marketers a better understanding of the importance of BE and of its vital role in promotingtakāfulproducts in the Gulf Cooperation Council (GCC) countries such as the UAE.

The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam

Brand is considered a valuable asset that a business wants to create and maintain growth throughout its business cycle. This paper examines the impact of corporate brand equity on employees’ opportunistic behavior. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis of structural model with a scale of 609 samples of employees of enterprises in Vietnam. The research results show that corporate brand equity has a negative impact on employees’ opportunistic behavior. In the relationship between these two factors, trust and emotional engagement act as intermediate factors. Additionally, the research demonstrates that trust has a positive effect on all three components of employee engagement, including emotional engagement, computational engagement, and standards-based engagement. On that basis, the research suggests a number of recommendations to minimize the opportunistic behavior of employees in the enterprise. The findings of this study have shown the importance and impact of brand equity on employee opportunistic behavior. These are meaningful contributions in both theory and practice to help businesses gain deeper insight into brand equity and the need to pay attention to building and developing durable brand equity for businesses. At the same time, it is an important basis for the next research projects.

Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity

In response to consumer demands for brands to be more socially responsible, luxury brands have been engaging and promoting their corporate social responsibility (CSR) initiatives to build brand equity. However, the past literature suggests that lack of compatibility between values related to luxury and CSR could lead to negative reactions from consumers. This research investigates how luxury brands can overcome the challenge of communicating their CSR initiatives by leveraging celebrity endorsers. Specifically, a celebrity endorser who is perceived to care about social causes can transfer meaning associated with self-transcendence and self-enhancement to the messaging, thus increasing the perception of fit between the brand and the social cause, which consequently impacts brand equity. The findings of this study offer research implications for academics, and practical considerations for luxury brand managers interested in finding ways to effectively communicate their CSR initiatives to consumers.

A Study of the Effectiveness of Brand Equity Effecting Student’s Preference Towards Enrolling into The Institutional of Higher Learning, in Klang Valley

In Malaysia, high-speed university growth is confronted with the business climate. The notion of branding was at variance with business research for the university, it should or should not be shown. The purpose of the review is to display the significant impact of brand equity, on Brand awareness, Brand association, Brand Loyalty and Perceived Quality. In this study, one dependent variable and 4 independent variables was tested. Brand equity is defined in this term as the distinction of the firm and what may be the element to be in brand equity. A realistic, non-random sampling technique was made to test the hypothesis of Brand awareness, Brand association, Brand Loyalty and Perceived Quality effect on brand equity. One hundred and sixty-five surveys have been sent across Whatsapp and emails to Klang Valley with different age groups. The responses from the survey were tested by SPSS. To test the reliability (internal consistency) of the data, Cronbach alpha was performed. The data was initially tested for levene test before it has been tested using regression analysis. Then, when the test not violate null hypothesis, regression analysis such as ANOVA was performed. To accept the hypothesis of objective, the person correlation coefficient was performed. The study revealed which Brand awareness, Brand association, Brand Loyalty and Perceived Quality do have huge influence on brand equity. This finding will not only provide a credible basis for the possible service industry, such as colleges. It is also a crucial potential research strategy to boost the brand value for the organization.

Assessing the impact of brand equity and customer experience on brand loyalty in the United Arab Emirates' hotel industry

Assessing the impact of brand equity and customer experience on brand loyalty in the United Arab Emirates' hotel industry