Impact Of Brand Equity Research Articles

The Association between Brand Equity and Customer Store Selection in Zimbabwean Fast Foods Industry

This paper delves into the impact of brand equity on customer store selection in the fast foods industry of Bindura in Zimbabwe. The association between brand equity elements (awareness, loyalty, image and associations) and customer store selection was tested. The research adopted both qualitative and quantitative research paradigms. Sample of 100 respondents was selected using convenience sampling method. The results showed that brand awareness has indirect relationship with customers’ store selection while loyalty, image and association have a strong positive correlation with customer store selection. By implication, all brand equity elements require a wise attention.

Ethical dimension of customer-based brand equity

Several authors have conceptualised customer-based brand equity (CBBE) to include few dimensions including brand awareness, etc., and a lot of studies have been undertaken in this regard. However, few studies have considered the effect of ethical dimension of brand to have an impact on CBBE. This paper argues that brand ethics impacts brand equity and presents a model which includes this dimension as a measure of CBBE. A conceptual model has been developed and tested with data using structural equations modelling (SEM) technique. The results indicate that brand ethics could be a dimension of CBBE along with other established dimensions of brand equity. Based on a small sample, this paper is an early work to add to brand theory.

The Impact of Brand Equity on Patients’ Purchasing Behaviors in Private Dental Practice in Jeddah, Saudi Arabia

The current research investigates brand equity on patients’ purchasing behaviors in private dental practice in Jeddah. This research proposes and tests a four-factor model that influences purchasing behaviors. These factors include the independent variables of brand awareness, brand image, brand loyalty, and perceived quality, while the dependent variable is purchasing behavior. In order to explore this issue, a quantitative method was used in the form of a questionnaire issued in the researched hospitals in Jeddah city in Saudi Arabia. The research targeted a sample of 360 patients, instead of the entire population. A random sample was used to choose the participants in this research. The research retrieved 306 valid questionnaires, which represented a response rate of 85%. The results confirm significant differences in the influence of these factors on purchasing behavior. The research concludes that there are significant influences from brand awareness, brand image, brand loyalty, and perceived quality. The research recommends that medication accessibility and availability needs regularly improved, and purchasing behaviour continuously monitored. It is also recommended that the dental service provider should concentrate on perceived quality by improving their technical equipment, using an expert frontline staff pool to select their employees from, and providing qualified dental services represented by perfect behavior, and a decent-looking and comfortable environment.

Product-to-Service Extension: The Impact of Brand Equity on Upscaled Service

A recent trend in the luxury industry shows many companies using brand extension strategies to leverage their assets among competitors. Despite the popularity of brand extensions, limited research has been conducted to determine its effectiveness when using parent product brands in order to introduce new service brands. Thus, the primary purpose of this study is to propose the framework to increase the understanding of luxury brand extensions by focusing on the horizontal category brand extension from product to service. The impact of perceived quality, brand association and brand loyalty of the luxury car brand on consumers' perception and attitude toward the rental car service brand was observed to differentiate from other research that focuses on brand extension within product categories. A total of 324 samples were collected and analyzed using structural equation modeling with AMOS. The brand association of the parent brand showed a significant impact on the evaluation of the extended service brand. In addition, a high level of the brand association was also found to influence the final purchase decision of the extended service brand. However, this study could not find any significant effect of perceived quality and brand loyalty for the parent product brand on the extended service brand. The framework proposed in this study has merit to increase the understanding of service brand extensions by exploring luxury car brands and luxury rental car brands. In the service brand extension, there was a gap in consumer perception between the product brand and the extended service brand. In order to maximize the positive impact of the parent brand, marketers and retailers should investigate the different roles of the brand equity items.

Impact of Brand Equity, Advertisement and Hedonic Consumption Tendencies on Cognitive Dissonance: A Mediation Study

<p>Current study puts light on the role of brand equity, hedonic consumption tendencies, and advertisement on cognitive dissonance. Impulse Buying plays the role of a mediator in the study. Purpose of this study is to examine how brand equity, hedonic consumptions, and advertisement affect cognitive dissonance of the customers. Analyses of a sample of 370 customers, drawn from different outlets of famous fashion clothes in Multan city, revealed attention-grabbing findings. A mediation analysis was conducted through regression analysis in the study. Hedonic consumption tendencies and advertisement were found significant in predicting cognitive dissonance while brand equity was found having an insignificant relation with cognitive dissonance where impulse buying found significant in predicting cognitive dissonance being having positive relation. Further to this, impact of brand equity, advertisement and hedonic consumption tendencies found directly related to impulse purchase. Product category wise examination of current model adds new directions and findings in the future. Prior studies on purchase intentions have mainly focused on simple models at any given time. However, researchers increasingly argue that a complex representation may give better understanding of customers’ purchase intentions. To the best of the authors’ knowledge, this study is one of the first empirical studies to address a complex structure of the proposed variables.</p>

The Impact of Brand Equity on Company Economic Indicators in Selected Sectors in the Czech Republic

There is a considerable amount of literature covering the impact of brand on the enterprise. It is a general convention to search for the influence of intangible values as the brand, firm reputation, customer satisfaction on revenues, margins or future growth. But there is some evidence that these assets could also influence the risk of the company business so the capital costs should be also adjusted. The aim of this article is to examine the mentioned relations, especially the relation between the brand and the company business risk in some sectors in the Czech Republic.

How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms

Purpose – The paper aims to explore how brand orientation impacts brand equity via internal branding, presented brand, word-of-mouth and customer experience from stakeholder interaction perspective in industrial services context. Brand orientation has emerged as an attractive business philosophy for industrial service companies who believe that brand plays an influential role in delivering customer value and improving firm’s performance. However, the impact of brand orientation upon brand equity is not clear yet, and the active roles of multiple stakeholders in co-creating brand equity are largely neglected in business-to-business (B2B) branding literature. Design/methodology/approach – A questionnaire survey was conducted among 258 pairs of firms located in mainland China. A total of nine research hypotheses related to how brand orientation impacts B2B service brand equity were examined by structural equation modeling technique. Findings – The research findings indicate: a company with high level of brand orientation will both actively communicate its brand to customers and implement internal branding among employees; internal branding enhances willingness and skills of service employees so that they can provide customers with excellent service experience, which will lead to positive word-of-mouth; effective brand communication, pleasant customer experience and favorable word-of-mouth can result in positive brand association in the mind of customers and finally build up corporate brand equity. Research limitations/implications – The major limitation of this paper is that some other potential stakeholders and additional interactive processes among organization, employees and customers, which have potential to impact brand equity, are not included in the model. Originality/value – This study makes theoretical contribution by addressing the gaps in the branding literature with respect to industrial services context and stakeholder interaction perspective. It also provides practical implications for B2B service firms as to how to develop a strong brand by implementing brand orientation within the network of core stakeholders.

The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity

<p>Brand equity is an important issue in marketing construct, which has been shown to influence important marketing variables such as consumer's choice. The aim of this study is to explore the role of independent variables e.g. (brand image and corporate branding) on brand equity and the impact of brand equity on consumer's choice. When the customers own positive aspects of a company and its product e.g. brand image, corporate branding they usually form brand equity and this lead them to have a choice from the products and services of the company. This study develops a framework that explains how independent variables e.g. (brand image and corporate branding) effect on dependent variable which is called consumer’s choice, when brand equity is mediating. A study carried out in Saudi Arabia using 105 respondents as consumers who used any type of smart mobile phone. Path analysis confirmed that, corporate brand had more positive impact on brand equity while the results showed that brand image had no impact on brand equity. In addition, the study illustrated that brand equity had positive impact on customer’s choice.</p>

An Examination of Brand Equity Differences between Utilitarian and Hedonic Products

This paper examines how country-of-origin and manufacturer-of-origin effects impact brand equity for utilitarian versus hedonic products. Applying the concept of revenue premium as a measure of brand equity, this paper uses a variance component model together with secondary panel data for the U.S. passenger car market to show it is possible to apply a measure of brand equity for product categories without private labels. The results show that proportionally country-of-origin influences brand equity for hedonic products; whereas manufacturer-of-origin impacts brand equity for utilitarian products.

Building industrial brand equity by leveraging firm capabilities and co-creating value with customers

Few studies have examined potential impacts of firm's capabilities upon industrial brand equity, and it remains unclear how value co-creation exerts an effect in the capabilities–branding link. This paper reports the findings of an empirical study conducted among 212 Chinese firms regarding the roles of firm's capabilities in value co-creation, customer value and brand equity development in B2B environment. The result indicates that marketing capability and networking capability build up brand equity both directly and indirectly via value co-creation and customer value, while innovation capability positively impacts brand equity indirectly by facilitating value co-creation and improving customer value. The study contributes to literature of industrial branding and value co-creation by probing into capabilities as their determinants. The findings provide managerial implications for building B2B brand equity by leveraging firm's capabilities and co-creating value with customers.

Impact of Brand Equity towards Purchasing Desition: A Situation on Mobile Telecommunication Services of Sri Lanka

Impact of Brand Equity towards Purchasing Desition: A Situation on Mobile Telecommunication Services of Sri Lanka Nisal Rochana Gunawardane Abstract The purpose of the research is to examine the impact of brand equity on purchase intention on Mobile connection service provider in Sri Lanka. For the selected sample which is from the Colombo and Gampaha districts, 300 questionnaires were distributed and the results gathered from the respondents were analyzed in order to get a meaningful conclusion. To accomplish these, a conceptual framework was designed and relationships among its constructs (Brand equity, purchase intention) were hypothesized. The hypotheses which are tested based on the brand equity and purchase intention. Therefore all the hypothesis was accepted but the relationship between the independent variable dependent variables identified is varying. There is a strong positive relationship between the brand awareness and perceived quality with purchase intention. But rest of the other factor’s relationship with purchase intention is having less or moderate level relationship. Hypotheses were tested using structural equation modeling and subgroup correlation analysis in SPSS. Results indicated that brand equity positively influences consumer’s purchase intention. Full Text: PDF DOI: 10.15640/jmm.v3n1a10

Influences of two modes of intergenerational communication on brand equity

Intergenerational (IG) communication within a family is an important source of brand equity. This study investigates how IG communication influences brand equity through multiple mechanisms. A careful examination of the nature and process of IG communication reveals two distinctive modes of IG influences — IG conversation and IG recommendation. Evidence from a large scale empirical study using structural equation modeling shows that these two modes of IG communication differentially impact brand equity through contrasting mechanisms. Managerial implications and directions for future research are discussed.

Customer Based Brand Equity: Evidence from the Soft Drink Industry in Pakistan

This study aimed to investigate the impact of brand equity on consumer responses in soft drink industry. Endeavor is to improve the conceptualization of brand equity concept in Pakistan. The study seeks guidance from Kellers Customer Based Brand Equity (CBBE) Model regarding link between brand equity and customer response. The study was designed to test the hypotheses through measuring the dimensions of brand equity of soft drink industry. Data was collected through a structured questionnaire. Brand equity predictors help to create and build customer based brand equity (CBBE) through an inter link order. Brand quality, brand association and brand image emerge as vital factors to affect the growth of CBBE. However, brand loyalty shows insignificant impact on growth of CBBE in socioeconomic context of Pakistani customers.The research study was limited to Lahore, Sialkot, Gujranwala and Faisalabad with restricted sample. The study should have vital practical implications for practicing managers and marketing strategists in the industry. The research paper aimed to comprehend the effects of customers based brand equity (CBBE) on customer responses in the context of soft drink industry of Pakistan. This study should deliver valuable information for the organizations who desire to develop brand equity for their products.

Analyzing the Impact of Brand Equity and Advertisement on Customers’ Loyalty in Isfahan City

The objective of this study was to analyze the impact of advertisement and brand equity on customers’ loyalty in Isfahan city. literature review on advertising, brand equity, customer loyalty research model was presented .A standard questionnaire was used as data collection instrument. To measure SNOWA Corporation brand equity, Keller's brand equity model was used with six dimensions of brand's salience, performance, image, judgments, feelings and resonance. Face validity was used to verify the questionnaire validity. Also, Cronbach's alpha coefficient was used to determine the reliability of the test which its value for the entire questionnaire obtained to be 0.87. Structural equation modeling was used to test the hypotheses. The results of the data analysis showed that combining research model’s factors provide complete model for evaluating the impact of advertisement and brand equity on customers’ loyalty. The results showed that the brand equity of SNOWA Company has an impact on its customer loyalty. Also, all dimensions of Keller's brand equity model which were salience, performance, image, judgments, feelings and resonance have had a significant and positive impact on its customer

Effect of Rebranding and Repositioning On Brand Equity Considering Brand Loyalty as a Mediating Variable

In this research paper the researcher discusses the effect of rebranding and reposition on brand loyalty that impacts brand equity in case of Mobilink Pakistan. The researchers has selected rebranding and repositioning as independent variables, brand loyalty as mediating variable and brand equity as dependent variable. The study is done from twin cities of Pakistan Islamabad and Rawalpindi. Data has been collected through questionnaires. Hypotheses are built and significant of each variable is tested, correlation and regression are used on Spss. Analysis are done on the basis of Spss. The result shows that brand loyalty doesn't mediate the relation in case of researcher's study. For future researches more variable should be discussed and a larger sample size should be taken from different cities. I. Introduction Important brand elements include the name, logo, and slogan. These are considered to be vital organs of every brand name; and if a company decides to change any of these, it is important to make the change have an impact that the consumers would remember, recognize, and can associate with. The change should be able to make the consumers recall the brand name (AlShebil 2007). With rapid developments and changes in the consumer behavior, the need for outlining rebranding and repositioning strategies arose widely. It gave companies a competitive edge as well. Visual elements of the brand are redefined in an attempt to reposition the brand as a whole. Usually, the logo, color, and taglines are changed or improved. When a company rebrands or repositions itself, it has to consider factors that are affecting the company. Brand equity, i-e importance of your brand, how rebranding and repositioning is affecting your brand equity; the image and the importance that your brand gives to people. Another important factor is brand loyalty that is willingness of your customers to go for your brand. Considering how rebranding and repositioning is affecting your brand loyalty, the affect can be positive or negative depending on your marketing strategies and also evaluating how loyalty is affecting brand equity. The higher the brand equity or perceptive association, the more favorable will be the customer's response towards the promotional efforts of the brand. II. Background of the Study

The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin

The authors investigate the relationships between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV). They examine a unique database from the U.S. automobile market that combines ten years of acquisition rate, retention rate, and customer profitability data with measures of brand equity from Young & Rubicam's Brand Asset Valuator (BAV) over the same period. They hypothesize and find that BAV brand equity is significantly associated with the components of CLV in expected and meaningful ways. For example, customer knowledge of a brand has an especially strong positive relationship with all three components of CLV. Notably, however, differentiation is a double-edged sword. While it is associated with higher customer profitability, it is also associated with lower acquisition and retention rates. The authors also find that marketing efforts exert indirect impacts on CLV through brand equity. Simulations show that changes in marketing, or exogenous changes in brand equity, can exert important effects on CLV. Overall, the findings suggest that the “soft” and “hard” sides of marketing need to be managed in a coordinated way. The authors conclude with a discussion of these and other implications for researchers and practitioners.

Developing Marketing Strategies To Increase Brand Equity: The Differences Between Age Groups

Retailers are facing challenges from global competitors, aging consumer markets, and households with less income that impact brand equity. This study examines three age groups (younger, middle, older) marketing strategy perceptions and their brand equity (brand loyalty, brand awareness, perceived quality, brand association). As expected, different strategies influence each age group. Generally, older retailer shoppers have the highest brand equity. The results have certain implications to the marketplace and for further research opportunities.

The impact of brand equity on customer's purchase intention – Taking perceived value as a moderating variable

Brand equity is an important source for corporations to maintain their competitive advantages and earnings. Corporations need to not only offer the best customer service but also cultivate the customer's purchase intention. Preserving customer's purchase intention will help corporations to increase profitability and to maintain competitive advantage. This study is to investigate the impact of brand equity on customer's purchase intention through aspects including brand equity, customer's purchase intention and perceived value. This study explores the impact of brand equity on customer's purchase intention with perceived value as the moderating variable. 260 questionnaires are issued.With exclusion of ineffective and incomplete questionnaires, the total number of effective questionnaires reaches 188, representing an effective response rate of 72%. For data analysis, statistical analyses including factor analysis, correlation analysis and hierarchical regression analysis are conducted with SPSS software. Research findings are as follows: 1. The brand equity has significant positive influence on customer's purchase intention; 2. The perceived value has significant positive influence on brand equity; 3. The perceived value has significant positive influence on customer's purchase intention; 4. The impact of brand equity on customer's purchase intention is significantly interfered by perceived value.

Development of brand equity: evaluation of four alternative models

This study examines the development of brand equity by evaluating the influences of brand associations, perceived quality, satisfaction, and brand loyalty. Based on insights from prior research, four models are proposed, which focus on alternative relationships among these four factors. Sample data sets from the banking and discount store services are used to evaluate the relationships between and among these four factors. Results of the comparative data analyses reveal that the research model fits the data significantly better than the other three models. In particular, the contention that the effects of perceived quality impact brand equity indirectly through satisfaction is supported. The findings indicate that the primary contribution of the current study lies in the inclusion of satisfaction as an antecedent to brand equity and in the attempts to adequately model its relationships with the more traditional brand equity antecedents of perceived quality, brand loyalty, and brand associations. These results, and their implications, along with avenues for further research are also elaborated in this research.

The impact of brand equity on brand preference and purchase intentions in the service industries

The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.