Increase Brand Equity Research Articles

Contactless Shopping During Health Crisis: Moderating Impact of Four Attribution-Driven Motives on Brand Equity

Prior research has indicated that the fear of a health crisis (such as COVID-19) can influence people’s shopping behavior. This study adds to previous knowledge by exploring the effect of COVID-19 fear on increasing brand equity via the adoption of contactless shopping. A total of 374 participants were surveyed to examine the moderating effect of four types of perceived consumer-attributed motives (values-driven, egoistic-driven, strategic-driven, and stakeholder-driven motives) on brand equity. The study provides various models to explain how fear can impact the overall consumer perception of the brand. Using fear appeal and attribution theory, this study argues that consumers prefer brands, which offer shopping experiences that can help them eliminate their fear during health crises. Contrary to the literature, our results indicate that strategic-, egoistic-, and stakeholder-driven motives positively moderate the relationship between COVID-19 fear and brand equity through contactless shopping. The results provide insights for companies that have adopted IT-enabled shopping methods to engage with consumers.

Impact of Social Media Marketing Activities on Relationship Quality through the Mediating role of Brand Equity

The objective of this investigation is to scrutinize the impression of social media marketing activities on relationship quality, focusing on customer trust and customer satisfaction, through the mediating role of brand equity, which includes brand awareness, brand image, and perceived quality. The present study includes the 384 sample size, out of which only 335 questionnaires responses were received. In the 335 questionnaire answers received 25 were not considered for the data analysis due to extreme abnormal values. Then, 310 questionnaire information were considered. The information was gathered using a digital questionnaire, created and distributed using Google Forms as the platform. The sample was made up of methods for convenience sampling. The intended structure is inspected empirically by employing statistical package for the social science version 26 for normality, reliability, frequency tables, standard deviation, mean and correlation. Then SEM used for hypothesized model. Findings indicate there's is a beneficial effect of social media marketing activities on brand awareness, brand image, perceived quality and relationship quality. Marketers will be able to get useful information from the results about how to employ social media channels to progress customer associations and increase brand equity. When businesses are more cognizant of these elements, they are better able to manage their resources, which ultimately results in increased consumer trust and pleasure.

The Role of Experiential and Viral Marketing Strategies in Increasing Brand Equity in Consumer Purchase Decisions for Tasikmalaya City Online Food Delivery Services

This study uses a descriptive quantitative approach with data collection through questionnaires and interviews from 400 respondents. Data analysis was carried out with a combination of exploratory and confirmatory factor analysis (CFA) and model feasibility testing using SEM-AMOS with the Service-Dominant Logic (SDL) approach. The results of the study indicate that experiential marketing and viral marketing have a positive and significant influence on brand equity and consumer purchasing decisions. In addition, increasing brand equity also has a positive impact on purchasing decisions. This study provides a practical contribution to the development of marketing strategies in the online food delivery service industry by emphasizing the importance of integration and interaction in creating value for customers.

Factors that Can Support and Influence the Financial Performance and Value of Go-Public Companies in Indonesia

Introduction: The company's brand equity is one of the important factors to increase the company's cash flow in the future. This study aims to analyze the effect of brand equity on cash flow, the effect of brand equity on capital structure, the effect of cash flow on firm value, and capital structure on firm value. Literature Review: Research by Mendoza, (2017), Skalický, (2016), Sivric et al (2019), Guentherb and Guentherb (2019) state brand equity has a direct relationship with capital structure. Singh and Bansal (2016) examined the impact of financial leverage on firm profitability and firm value. Method: The data analysis method used in this study uses the PLS model and data processing using the WarpPLS (Partial Least Square) program. The study used a sample of consumption subsector companies listed on the Indonesia Stock Exchange in 2015-2019 and met the requirements for calculating the brand value of the Hirose method (2002). Results and Discussion: brand equity has a significant effect on cash flow; brand equity has a significant effect on capital structure, cash flow has an insignificant effect on firm value, capital structure has a significant effect on value. Conclusion: The findings of increasing brand equity have an influence on the company's cash flow which is characterized by an increase in NCFOSA and a decrease in the company's FLD. Increasing brand equity has an impact on capital structure. Changes in cash flow have no effect on firm value. Increased debt in the capital structure has an impact on firm value.

Integrated Marketing Communication Strategy to Increase Brand Equity of BPJS Kesehatan

BPJS Kesehatan, the implementing body of the JKN Programme, is confronted with the challenge of maintaining program sustainability due to a significant number of inactive participants in the PBPU segment, a situation primarily attributed to the organization’s low brand equity. The primary research objective of this study is to To develop integrated marketing communication strategy to increase BPJS Kesehatan brand equity. The methodelogy used is qualitative and quantitative research. Despite possessing commendable competitive advantages and offering the most affordable healthcare options, BPJS Kesehatan’s struggle stems from deficiencies in marketing communication. Internally, the organization recognizes its potential to build brand equity but acknowledges a gap in marketing communication effectiveness and message coherence. Externally, the PBPU segment exhibits low brand equity, notably in terms of loyalty and awareness towards the JKN program. The identified target demographic for BPJS Kesehatan within the PBPU segment includes individuals aged 18-35, residing in urban and densely populated areas, with an upper-class socioeconomic status. While these individuals generally express trust in BPJS Kesehatan, they lack awareness of the program details. To address these challenges, a recommended strategy involves implementing an Integrated Marketing Communication approach with a specific theme: “ease of health insurance, which is reliable.” Key messages emphasizing affordability, accessibility, quality, value, convenience, technology, and social impact should be conveyed. Utilizing diverse marketing channels such as television, online video, social media campaigns, mobile app optimization, and events can enhance communication effectiveness. Additionally, BPJS Kesehatan should consider developing supplementary benefits to augment services and increase participant loyalty. It is also crucial to empower employees to serve as effective communicators, enhancing their assertive communication skills to bolster the organization’s overall communication strategy.

Pengaruh Electronic Word of Mouth dan Brand Ambassador Terhadap Brand Equity

Brand equity is an intangible asset that can provide added value to the company. E-WOM (Electronic Word of Mouth) and brand ambassadors are two marketing strategies that can be used to increase brand equity. The purpose of this study was to analyze the effect of e-WOM and brand ambassadors on brand equity. This research uses quantitative methods. The data collection technique in this study was a literature study and a questionnaire. The population in this study were customers of Marhen J bags. The sampling technique in this study was random sampling technique. The data that has been collected is then analyzed using the help of the SPSS program. The results showed that E-WOM and brand ambassadors have a significant influence on the brand equity of Marhen J bag products.

Brand Awareness and Brand Association in Continuing Studies at Open and Distance Higher Education

Distance Education has great potential to become a model for the world's future education. The rapid development of technology, the demands of the global professional world, as well as various extraordinary events, such as the COVID-19 pandemic which could recur at any time, are the main reasons for the need to implement distance education. Therefore, to maintain the existence of distance education, research is needed that can look at perceptions of brand equity, namely brand awareness and brand association with perceived quality. This research aims to explain how society accepts open and distance state colleges, particularly among students in Indonesia. The research subjects were 812 respondents obtained through probability sampling using multistage random sampling from three regions in Indonesia, namely Vocational High School Bina Warga Bandung representing western Indonesia, Public High School 16 Makassar representing Central Indonesia, and Public High School 1 Jayapura representing the eastern part of Indonesia. The results of the research show that there is a strong relationship between brand awareness and community brand association on the desire to continue studying at open and distance higher education institutions. This research providing recommendations for PTJJ should not only focus on promotion/marketing strategies to increase interest in continuing community studies at PTJJ but also focus on strategies that can increase brand equity.

Internal branding workflow implementation based on inter-functional effort between marketing and human resources departments

This article explains what internal branding is and how to implement it based on inter-functional efforts between marketing and human resources departments. This article reviews academic literature and business articles to consolidate definitions, processes, and practices of internal branding. Internal branding implies an articulation between marketing and human resources departments to design, implement, and evaluate processes focused on promoting the brand among employees and increasing brand equity internally and externally. The human resources area has a superior domain in brand-centered human resource management. The marketing area leads the internal brand communications. Both areas participate proportionally in managing brand leadership. The three main processes of internal branding show an upward and downward relationship. This review summarizes the definition of internal branding based on advances in the literature and practice. This conceptualization helps professionals and researchers to understand what internal branding is. In addition, this article provides a detailed guide about how to implement internal branding explaining the roles that marketing and human resources departments play in the implementation process.

Ekuitas Merk Dan Keterlibatan Pelanggan Terhadap Minat Beli Di E-Commerce Tiktok Shop

This research aims to increase brand equity and customer involvement in purchasing interest in the e-commerce TikTok shop among consumers of women's jeans at the Jiniso shop. This type of research is quantitative and the population in this study was 255,800 people. The sampling technique used is non-probability sampling, namely using accidental sampling, a sampling procedure that selects samples of people who are most easily accessible. The number of samples selected was 100 people from the results of calculations using the Slovin formula. The data sources for this research are primary and secondary data sources, while the data collection techniques are through observation and questionnaires. Using research instrument data analysis techniques (validity test, reliability test, and descriptive analysis), classic assumption tests (normality test, multicollinearity test, and heteroscedasticity test), and multiple linear regression analysis followed by hypothesis testing with the help of the SPSS application. The research results show that brand equity and customer involvement have a positive and significant effect on purchasing interest in the e-commerce TikTok shop among consumers of women's jeans at the Jiniso shop.

UNRAVELING BRAND EQUITY: STRATEGIES TO IMPROVE CONSUMER PURCHASE DECISION

Marketing strategy is an important element in the business world. One of the objectives of the marketing strategy is to increase consumer buying decisions. This can be done by utilizing the equity of a brand. This research will aim to look at how to increase consumer purchasing decisions by using brand equity. This type of research is descriptive qualitative research. The data used in this study comes from various research results and previous studies which still have relevance to the content of the research. The results of this study then found that brand equity cannot be ignored as a driver of consumer purchasing decisions. There are several strategies to increase brand equity. This can be done by conducting marketing campaigns to increase brand awareness, by collaborating with artists or influencers. By using these various strategies, consumer purchasing decisions can be significantly improved.

The Causal Relationship Model of Factors Affecting Brand Equity in Thai Bank Sector

Purpose: This study investigates the effects of self-service technology and service qualities on the brand equity of retail bank customers living in six Bangkok districts, Thailand. Theoretical framework: Recent research on the effects of self-service technology and onsite service quality on brand equity, particularly in the banking industry, has been limited. Even though research has been conducted on the effects of these technologies and service qualities, the majority of prior research has focused on the effects of these precedents on dependent variables, such as customer satisfaction (Raheman, 2017) and customer loyalty (Miguel-Dávila et al., 2010), which are indirectly related to brand equity. Moreover, it is frequently studied outside the banking industry (ArulPrasad, 2021). The results of these previous studies frequently corroborate the positive effects of self-service technology and onsite service quality on such dependent variables, suggesting that these precedents may have an effect on brand equity in the banking sector. Design/Methodology/Approach: We analyzed the 450 valid questionnaires collected from retail bank customers living in six Bangkok districts using EFA and SEM. Findings: Improving the quality of self-service technology and on-site service can increase brand equity. Research, Practical & Social implications: Top bank managers need to focus on investing in service technology and training bank officers on customer service skills. Qualitative research should be conducted to better understand the relationships between self-service technology quality, on-site service quality, and brand equity. Moreover, the model should be extended to consider factors that act as moderators or mediators. Originality/Value: Investing in self-service technologies and bank officers' service capabilities can enhance the brand equity of the banking sector.

Lean on me: the positive effects of brand resources and brand love during stressful life transitions

ABSTRACT Drawing on Conservation of Resources (COR) theory, this research develops and tests a conceptual model of the positive influence of brand resources and brand love during consumers’ stressful life transitions. Our online survey of consumers going through a life transition finds that when brands provide social and financial resources, the resulting brand love leads to increased brand equity and life satisfaction. These positive effects of brand resources are stronger for negative transitions than positive transitions and are attenuated without brand love. Further qualitative investigation of user-generated content of consumers going through a life transition to college finds evidence of the resource-brand love relationship. Implications for brand managers and consumer well-being are discussed.

Brand Equity, Cultural Transformation and Changes in Shopping Behavior of Working Women in Bali

Brand equity is an important topic of discussion among working women as a form of self-existence. The purpose of this study was to analyze brand equity and cultural transformation influencing changes in shopping behavior of working women in Bali. A survey was conducted of 150 female workers in Bali regarding the context of understanding brand equity and their involvement in various cultural and religious activities in Bali. The findings of this study are: brand equity affects the consumptive behavior of working women in Bali. Cultural transformation in Bali influences the consumptive behavior of working women in Bali in complex ways. Brand perception as the only factor to be considered in shopping, or in cultural and religious activities in Bali; tends to give rise to new patterns of hedonistic behavior, which are not only among the class, but also among ordinary people. Overall, this study shows that brand equity and cultural transformation can influence the consumptive behavior of working women in Bali. This study can also be a reference for related parties to increase brand equity and cultural transformation influencing changes in shopping behavior of working women in Bali.

Brand Preference towards Cement Industry

Cement is one of the important building component used worldwide and it has become a brand in its own right. Cement was first invented by the Egyptians. It was later reinvented by the Greeks and Romans sand and heated limestone were used to create lime, which was then mixed coarser stones to make mortar. The aim of the paper is to find out the factors influencing the buying behavior of consumer, awareness level of consumer, brand preference, problem faced by consumer and their satisfaction level. The study concludes the majority of consumer preferring the quality of the cement, Consumer satisfaction helps to increase brand equity. The major problem faced by the consumer is to find preferable brand of cement and its non availability of cement.

Kolaborasi Mitra Co-branding Dalam Meningkatkan Brand Equity Wonderful Indonesia

Wonderful Indonesia is currently ranked 32nd in the world tourism brand. This position is considered not optimal depend on the potential and possibility of collaboration in tourism marketing. This position under Malaysia, Thailand and Singapore. One of the main programs for increasing brand equity is co-branding. The co-branding program is a collaboration of various brands to support Wonderful Indonesia's brand equity through various joint activities. There are 120 co-branding partners, three partners were selected, tiket.com, Hydrococo and Genpi as partners who won awards as the best collaborative brand 2022. Brand partner collaboration is important to provide media value, increase awareness and brand equity. This research is expected to be able to find patterns of collaboration to optimize the co-branding program and further improve the performance and position of Wonderful Indonesia. This research method is descriptive qualitative, data obtained by in-depth interviews with informants who were determined by purposive sampling with key informants Director of Marketing Communications Ministry of Tourism and Creative Economy. This research shows several models of partner collaboration, collaboration with the Ministry of Tourism and independent collaboration between partners. Some of the determining factors for the value of collaboration are the form of activity, creativity of collaboration, the strength of media tolls, networks, media value generated by partners and the reach of activities carried out. Collaboration activities produces media value that increases PR and brand value through the inclusion of the Wonderful Indonesia logo on products and promotional materials. Several partners released limited edition products collaboration with Wonderful Indonesia with creative tourism themes. The inclusion of the Wonderful Indonesia keywords and logo became the main points of the communication campaign to increase awareness and brand equity.

The Effect Of Social Media Marketing Grab Medan On Brand Equity With E-Satisfaction And E-Loyalty As Intervening Variables

The purpose of this study was to find out how much influence social media marketing carried out by Grab Medan has on brand equity through e-satisfaction and e-loyalty. This research is included in quantitative research with data collection methods in the form of questionnaires. The data analysis technique used is the Structural Equation Model (SEM) using the SmartPLS program. The statistical test results show that Grab Medan's social media marketing has a positive and significant effect on Grab's brand equity. This means that marketing carried out by Grab Medan online on its Instagram account can influence or increase brand equity at Grab Medan. The better the marketing done by Grab Medan on its Instagram account, the brand equity of Grab Medan will increase or get better. However, the increase in brand equity is also influenced by e-satisfaction and e-loyalty. E-Loyalty has the greatest influence in increasing brand equity, satisfaction and convenience for consumers in obtaining information and good service from Grab can form high e-loyalty from its users. The effect of e-satisfaction can be seen from the ease of accessing information, a good experience when accessing information, and consumer interest in the content provided by Grab Medan which can increase the e-satisfaction of its users.

The Influence of Personal Selling and Digital Marketing on The Formation of Brand Equity XYZ Insurance Jakarta Branch

XYZ Insurance is an insurance company that has only been running for three years and is considered to have no brand equity (brand strength) in the eyes of customers. The purpose of this research were identify the perception of personal selling and digital marketing on the formation of brand equity, Analyzing the effect of personal selling and digital marketing on the formation of brand equity and Formulate managerial implications that will be applied by XYZ Insurance to increase brand equity. The data processing and analysis techniques used in this study are descriptive analysis and brand equity analysis with structural equation modelling (SEM) with a variance approach (VB-SEM) with partial least squares (PLS-SEM) technique. The results showed that the results showed that both personal selling and digital marketing had a significant effect on brand awareness, brand association, perceived quality, and brand loyalty. While the indirect effect explains that personal selling through brand awareness, brand association, and loyalty variables has a good mediating role on brand equity. Meanwhile, digital marketing through brand awareness, perceived quality, and loyalty variables has a role as a mediating variable, but it is still doubtful because it has an insignificant effect on brand equity. Therefore, it is expected to improve brand equity are in developing the company's brand awareness, both in terms of personal selling agents and developing the use of digital media. Keywords: XYZ Insurance, SEM-PLS, brand awareness, brand loyalty, brand equity

Patient brand equity perceptions that predict brand choice preference for over-the-counter pain relief medications

ABSTRACT This study identifies salient brand equity perceptions for generic and name brand over-the-counter pain relief medications. Survey data of brand equity perceptions from 326 over-the-counter pain relief medication patients were analyzed using principal components factor analysis and random forest modeling. Results showed that patient brand equity perceptions are directly related to their brand choice preferences. The most salient brand equity perception for predicting choice of a name brand pain relief medication was brand favorability/appeal, and the best predictor of generic brand preference was how well known/recognizable the brand is to the consumer. Pharmaceutical producers can build brand leverage by emphasizing brand appeal for name brand medications and by increasing brand recognizability for generic brands. Suggestions for utilization of digital platforms to increase brand equity and build consumer engagement are provided.

Social-relational capabilities: strategic transformation of brand resources to increase brand equity

ABSTRACT As consumers are increasingly online and social, they also increasingly value brands that interact with them and create personalized relationships with them. We propose social-relational capability in marketing as an ability to build and maintain relationships, which generate value for consumer communities on social media and enhance the customer-based brand equity. Prior research has been fragmented and more research focusing on the development of social-relational capability is needed to develop a better understanding of the social networks of brands and consumers. By examining the effects of consumer-level, brand-level, and consumer-brand dyadic level antecedents on the development of the social-relational capability of a brand we advance existing literature on marketing using perspectives from social network theory, resource-based view, and dynamic capabilities theory. The findings have implications for both consumers and managers in maintaining long-lasting beneficial relationships. The results revealed that social-relational capability enables a brand to strengthen brand equity. The integration of different social media and relational resources allows brands to develop three distinct dimensions of social-relational capability, which enhance brand equity.

The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon

This study aims to contribute to the existing business strategy literature by exploring how brand-building activities contribute to the firm's value by analyzing the direct and indirect effect of investment in the brand value chain on brand resonance, profitability, and market value. This study is based on a random sample of 237 Certified European Financial Analysts and a questionnaire was employed. Harman’s single-factor test was conducted to define the presence of common method bias. Hayes Process Macro Model 5 was used to check the multiple mediation processes and indirect effects between the study's variables. The study employs the financial statements of Amazon.com, Inc. from 2010 to 2021 which has been analyzed under the standard multiple regression model. The study results reveal that Harman’s single-factor test extracts 10.397% of the total variance. On the other hand, there are significant positive relationships between the effect of investment in the brand value chain on brand resonance, profitability, and market value. The empirical evidence of this study provides an opportunity to learn about the effect of the investment in the brand value chain leads to increase brand equity which builds up in the customers' mindset and then transforms to market performance and profitability. The findings of this study can be a useful reference for future studies in academic research related to strategic thinking to maximize profitability and market value through the brand value chain.