Increase Brand Equity Research Articles

An Investigation into the Effect of Psychological Empowerment on Brand Equity (Case Study: Islamic Azad University, Bandar Abbas Branch)

The aim of this research is to investigate the effect of psychological empowerment on brand equity in Islamic Azad University, Bandar Abbas branch. The survey-correlational was employed in data collection. The statistical population of this study includes two populations, i.e., professors and staff and students of different colleges. To select the participants, random stratified sampling method using Cochran’s Formula was used. The standard questionnaires of Spreitzer and Mishra (1997) and Kim and Hyun (2011) were used to measure psychological empowerment and brand equity, respectively. The results indicated that all the psychological empowerment dimensions of the staff and professors of the university are valid enough to increase brand equity from the aspect of empowerment indices.

Designing the geography of luxury: Online perceptions and entrepreneurial options

Abstract This research applies the Design Thinking approach to explore the online perceptions of luxury and place experienced by potential purchasers and other interested parties. A netnographic study, encompassing observations and interviews, was conducted using a product purity framework developed from the analysis of over 3000 online-posted commentaries. The findings indicate that online users perceive luxury product purity and place of origin in three principal ways. First, uncertainty can breed scepticism of product purity. Second, some users expand their horizons to embrace the reality. Third, some use the information to develop their own definitions of luxury product purity. Designing suitable models to map the complexity of product purity is likely to enhance the effectiveness of companies and operators in managing the place-related perceptions surrounding their products, resulting in an increased brand equity value and a more effective responsiveness to the market.

The effect of online and offline experiential marketing on brand equity in the hotel sector

Propose This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential marketing (during the stay) with hotel brand equity. In addition, the study attempts to determine if there is a significant link between the online hotel experience and the subsequent offline hotel stay experience. Desing/methodology/approach A self-report survey was conducted in a series of four-star hotels in Granada city. The questionnaire was focused on measuring online experience, offline experience and brand equity. For the analysis of the data, a structural equations model was developed. Findings The results suggest that the experience during the hotel stay, contrary to that of the online purchase process, has an influence on hotel brand equity. Nonetheless, the online experience has a significant impact on the hotel stay experience. Practical implications This study is of particular utility for hotel management given that, although it is a sector that for several years has integrated experiential marketing in its service strategy, there is little research analyzing the impact of such actions on the variables that are of interest to the hotel. Originality/value There are no hotel sector studies that have jointly analyzed the role of the online and offline tourist experience and its role in contributing to brand equity. Recognizing the previous notions will allow hotels to identify where to focus marketing efforts so as to increase brand equity.

Impact of value-adding services on quality, loyalty and brand equity in the brewing industry

PurposeThe purpose of this paper is to investigate the impact of logistics value-adding services and perceived service quality on brand equity among B2B customers of a brewery company.Design/methodology/approachA theoretical model is developed and tested using survey data from 173 hotel, restaurant and catering (HoReCa) industry customers of a brewery company in Finland.FindingsValue-adding services play an important role in building the brewery company’s brand equity through perceived service quality. Besides a direct impact on overall service quality, an indirect impact is detected through the operational dimension of service quality in logistics.Research limitations/implicationsA broader data set would be needed to generalize the findings also beyond the brewery business and the HoReCa industry customers in Finland.Practical implicationsTo increase brand equity, value-adding services like logistics can play an important role for B2B customers. This study is important for practitioners and academics, as there has been little quantitative research available regarding value-adding services in the context of service quality and brand equity research.Originality/valueThis paper combines logistics as value-adding service to customers’ willingness to pay extra profits to cooperate with service producer.

Social value, content value, and brand equity in social media brand communities

PurposeThe purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting.Design/methodology/approachOnline surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis.FindingsConsumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers show more social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers.Research limitations/implicationsCulture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA.Practical implicationsEnhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture.Originality/valueFirst, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers.

The soft side of branding: leveraging emotional intelligence

PurposeThe purpose of this paper is to support the need for further research and theory building on emotions in business-to-business (B2B) industries. Specifically, this research conceptualizes emotional intelligence (EI) as an alternative to building brand equity for B2B companies beyond name recognition, product quality and catchy slogans. Additionally, the authors closely analyze social media content marketing by B2Bs as a channel through which to exercise EI with the goal of enhancing brand image and growing brand equity.Design/methodology/approachThis study takes a conceptual approach, building on current literature to develop a model of functional and emotional paths to B2B brand equity. The study uses content analysis methodology to examine 11 “best in class” B2B companies recognized for their social media content marketing. The analysis reveals the level to which each company demonstrates the collective EI of the firm through content marketing.FindingsEI is a learned skill that can be an essential behavioral asset. In addition to hard skills such as product development and process refinement, leveraging a firm’s soft skills and collective EI is also a viable route to increasing brand equity. Additionally, B2B companies that are considered the best at content marketing demonstrate EI through their online communication strategies.Research limitations/implicationsThis research reveals another avenue through which B2B firms to increase brand equity, but there is a need to empirically validate the model and connections made in this paper.Practical implicationsLeveraging EI in B2B firms through content marketing is a source of or key driver of competitive advantage and increased brand equity.Originality/valueBy providing the history and importance of EI, and by connecting existing knowledge of B2B communications to concepts of improving brand equity, this study offers a unique, extended framework that urges further research to expand this field.

Digital Video as a Promotional Media and Brand Equity of a Product That has an Influence on Consumer Buying Interest (A Research of Social Media Active Users)

Objective - The research aims to test influence of promotion in social media and effect of brand equity on Consumer Buying Interest. Methodology/Technique - This research uses descriptive verification method that examines many as 115 respondents with 15-40 years of age category, because it is an age of active users of social media such as: Instagram, YouTube, Facebook, etc. This study also uses primary data is based on interviews during the pre-survey and distribute questionnaires. After that at the time of processing the data, this study using multiple regression analysis as a verification method to measure how much digital video as a media campaign on consumer buying interest as well as to determine how much influence the brand equity on consumer buying interest as active users of social media Findings – After passing the calculations using regression and t-test, promotion through social media consisting of online communities and forums, blogs and social networks has a very strong influence on consumer buying interest compared to brand equity. This can be enhanced by strengthening social networking through social media to increase product sales, many companies still believe that social media as a low-cost promotional media but can increase sales, more promotion in social media will increase brand equity in the minds of consumers, so that in the end will benefit both sides. Novelty - The research conducted in the context of Indonesia with original data on brand equity effect on confidence of consumers. Type of Paper - Empirical Keywords: Digital Video; Promotion; Brand Equity; Consumer Buying Interest; Social Media. JEL Classification: M31, M37

의료관광 서비스품질이 브랜드자산과 추천의도에 미치는 영향 : 몽골의료관광객을 중심으로

The purpose of this research is presented the suggestions that medical tourism hospitals through the study of how any impact of the quality of service on the brand equity and the recommendation Purpose of the medical tourism hospitals aimed at Mongolia Medical tourists how can increase brand equity. Through the result of regression analysis are as follows. First, the quality of service was shown to influence the Brand Equity Implications This shows that in order to strengthen the brand of medical tourism hospitals that it is to improve the quality of hospital services lacking. Second, the quality of service will be able to increase the recommendation purpose of the hospital by the hospital's expertise in medical tourism appears woke Among represents the greatest impact is primarily to enhance the professionalism of the hospital to affect the recommendation purpose. Third, brand equity appeared to affect the recommendation purpose. Therefore, medical tourism hospital is expected to be able to get the power to attract medical tourists through the management and continuous improvement of brand equity.

Consumer Perception of Corporate Activism: Strategic Implication for Marketing

Does corporate activism effect the likelihood of a consumer to buy a specific product? We collected primary data from a random sample of 272 individuals to understand consumer perceptions and decision drivers when businesses decide to pursue corporate activism. Our goal was to aid marketers and corporations better identify and satisfy the needs and wants of socially conscious consumers. Four campaigns were presented from different product categories, respondents and survey questions revolved around how campaigns affected a purchase of a particular brand and its products. Our findings indicate that corporations should be involved in some form of corporate activism. Even negative campaigns (although undesirable) get people talking about a particular company. It is up to the management to be able to make sure that the campaigns will be well perceived by a majority of the public in order to help increase brand equity, as a significant amount of people tend to have their buying habits affected by corporate activism campaigns.

An Integrated Model for Dynamic Brand Equity

This paper presents a unified statistical model designed to measure brand equity as it changes over time; and gauge the impact of increased brand equity on consumer's product choices. Our model extends traditional models of brand equity which posit that strong brands are simply "more preferred" after controlling for the marketing mix (i.e. an intercept) to a more general model that allows for (1) brand equity to evolve (modeled as a Bayesian DLM model); (2) perceived product attributes to vary with brand strength ― an "X-perception effect"; and (3) perceived coefficients for product attributes to be a function of equity ― a "beta effect". This extended model provides firms and researchers with a more comprehensive view of brand equity and how it manifests itself in consumers' product choices. We apply the proposed model to a panel dataset on purchases in the pretzel category, demonstrating that brand equity had a measurable effect on price sensitivity and product attribute perceptions. Using the model we optimize the timing of marketing and derive optimal weekly prices. Comparing those results to simpler benchmark models of brand equity, we find that managers can potentially lose profit by using the reduced-form model due to mispricing.

INTEGRATED MARKETING COMMUNICATION IN BUILDING CUSTOMER-BASED BRAND EQUITY: A REVIEW PAPER

This study examines the impact of integrated marketing communication in building customer-based brand equity for firms and its customers. In today’s dynamic and technological -driven marketing environment, traditional advertising media such as TV, radio, magazine and newspaper seem to be losing grip on consumers. This changing media landscape brought about by the dynamic marketing environment has forced marketers to re-evaluate how they should communicate with consumers and increase brand equity for the firm and to its customers, employing the concept of integrated marketing communications became a promising option. Understanding the needs and wants of consumers and organizations and devising products and programs to satisfy them are at the heart of successful marketing. Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the existence of a brand. Integrated marketing communication tries to mix and match communication options –that is, how to employ a range of communication options in a coordinated or integrated fashion to build customer –based brand equity. According to the customer-based brand equity model, marketing communication can contribute to brand equity by creating awareness of the brand; linking pointsofparity and point -of – difference association to the brand in consumers’ memory, eliciting positive brand judgements or feelings ;and facilitating a stronger consumer brand connection and brand resonance. In this study, the main focus is on the influence of IMC in customer-based brand equity. However, a number of factors such as brand knowledge, brand awareness, brand image, brand association has influence on this work. We considered the importance of IMC .The paper also presents the customer-based brand equity model. We consider how the relationship between IMC and customer-based brand equity and components of brand knowledge.

La integración de las comunicaciones de marketing como núcleo de las comunicaciones de marca

El presente artículo expone algunas perspectivas del concepto de las Comunicaciones Integradas de Marketing (CIM), resaltando éstas como un aspecto fundamental en todo proceso de comunicación y gestión de marca. Se parte de la interrelación entre los clientes y las compañías junto con la tecnología y los consumidores. Treinta años después de la aparición de una de sus primeras definiciones las Comunicaciones Integradas de Marketing aún son un tema de discusión en la academia y en la práctica. Sin embargo, continúan su desarrollo e implementación alrededor del mundo.
 La literatura abordada sugiere la búsqueda de un común acuerdo a partir de su estructura teórica inicial junto con el desarrollo de una visión holística del marketing en el entorno, haciendo un llamado a desarrollar nuevas y diferentes maneras de sinergizar las dinámicas entre miembros de una misma compañía, integrando los aspectos estratégicos y operativos con el fin de dirigir la esencia y mensajes de marca para incrementar su valor.

An Insight to Event Marketing (EM): As a Promotional Tool for Tourism Industry

A field study with consumers participating in different types of events indicates that event attendance increases brand equity and that brand experience is the most important mediator. Events have become an increasingly significant component of destination branding, which is known as tourism marketing. Many destinations, throughout the world, have developed events portfolios as a strategic initiative to attract tourists and to reinforce their brand. The purpose of this paper is to provide a better understanding on how organisations can use EM as a promotional tool. The present paper assesses event marketing as a descriptive study by focusing on a marketing outcome of critical importance to marketers for tourism place and industry.

Empirical Substantiation of Sport Trademark Dilution: Quasi-Experimental Examination of Dilutive Effects

Trademark dilution law provides mark owners with another federal claim against unauthorized users in addition to the traditional claim for infringement. While dilution law has become a major vehicle of trademark enforcement for many branding companies, its rationale has been criticized by scholars, particularly, in terms of the ambiguous concept of the harm allegedly cause by dilution. Given the issue, this study examined whether dilutive use of famous sport trademarks has substantially harmful effects on the distinctive psychological value of the senior marks. It first attempted to develop an ad hoc measurement solution based on Keller’s (1993) brand equity theory. A follow-up quasi-experimental study examined the impact of given dilutive information. The result shows that a majority of the senior marks revealed substantially increased brand equity scores rather than decreased value. The result suggests that the harm argued in light of dilution theory is questionable, which calls for more empirical proofs.

Integrated Marketing Communication to Increase Brand Equity: The Case of a Thai Beverage Company

Integrated Marketing Communication to Increase Brand Equity: The Case of a Thai Beverage Company

The Contribution of Perceived Labor Transparency and Perceived Corporate Giving to Brand Equity in the Footwear Industry

While interest in the footwear industry in strengthening brand relationships with customers using corporate social responsibility (CSR) has increased, the effects of CSR on brand equity are undetermined. This research examines how consumers’ subjective evaluations of CSR efforts affect customer-based brand equity. A total of 909 responses were used to empirically test the role of consumers’ perception on a brand’s effort to be transparent and honest about labor condition (perceived brand transparency) as well as consumers’ perception about the brand’s charitable activities (perceived corporate giving) in building its brand equity. Results showed that both brand perceived transparency and perceived corporative giving directly affect brand equity and also indirectly contribute to increasing brand equity mediated by brand attitude and brand trust. However, perceived brand transparency has a significantly stronger direct impact on brand attitude and brand trust than perceived corporate giving does. Theoretical and practical implications are discussed.

Social media and luxury fashion brands in China: the case of Coach

Luxury consumption in China reached US$37 billion in 2012, making it the world's second largest luxury goods market. Many luxury fashion brands, such as Louis Vuitton, Gucci, Chanel and Coach, are making huge digital marketing efforts in China to increase brand equity and sales. This paper uses Coach as an example to explore how luxury brands use social media to connect with middle-class customers in China. After briefly summarizing the development of social media platforms in China, the key components of Coach's social media marketing strategy are highlighted and analyzed. Then a discussion of Weibo users' responses to Coach's posts is presented. The lessons learned from this study will help luxury brand marketers to engage in social media with Chinese users and improve their social media strategy in China.

Coordinating static and dynamic supply chains with advertising through two-part tariffs

Zaccour (2008) analyses a marketing channel where firms invest in advertising to increase brand equity, showing that an exogenous two-part tariff cannot replicate the vertically integrated performance. I revisit the model proving that a multiplicity of efficient franchising contracts exists. I characterise an optimal two-part tariff specified as a linear function of the upstream firm’s advertising effort, performing this task both in the static and in the dynamic games. An analogous result emerges both in the static game, writing the fixed component of the two-part tariff as a non-linear function of the manufacturer’s advertising effort, and in the dynamic game, using a contract which is linear in the brand equity.

Are sponsorship announcements good news for the shareholders? Evidence from international stock exchanges

The objective of this study is to analyse investors’ perceptions of sponsorship’s ability to increase brand equity, through the impact of sponsorship announcement on stock market value. An event study method, based on a unique sample of 293 worldwide sponsorship announcements from 2010, shows substantial negative abnormal returns following announcement dates. In addition, a cross-sectional regression analysis reveals the influence of several featured factors. Philanthropic sponsorships and sponsorships of events with distinctive values are less negatively perceived by investors, but US companies exhibit more negative returns in shareholder value than other firms. This study offers no support for varying impacts of event audience, renewal agreement, property sponsorship and title sponsorship on abnormal returns though.

Brand Equity and Customer Satisfaction as the Mediation of Advertisement influence and the Service Quality to Loyalty the Passengers of International Flight at Garuda Indonesia Airlines

Abstrak:This research includes explanatory research, samples are taken form Garuda Indonesia Airline international Passenger inbound and outbound flight conducted at several Indonesian International Airport Soekarno Hatta Jakarta, Ngurah Rai Denpasar, Airport Hongkong and Changi Airport Singapore, altogether there are 350 respondents. The Design of non probability sample selection is accidental sampling with the criteria : those who fly international route at least twice a year, Indonesian citizen (not foreigner), and they may also fly non Garuda flights as well, the exogenous variables are advertisement and service quality, the endogenous variables are brand equity and customer satisfaction. Analysis methoed using SEM-PLS and software SmartPLS. The result has several conclusion, First, Advertisement and service quality will increase brand equity, Service quality is very dominant to explain brand equity compared to advertisement, Second, Service quality and brand equity will increase customer satisfaction. Brand equity plays an importamt role to explain consumer’s satisfaction compared to service quality. Third, service quality, brand equity, and customer satisfaction will increase consumer’s loyality. The Loyality of the international passenger of Garuda Indonesia Airline will remain high if supported by strong brand equity and high consumer satisfaction, as a result from service quality granted and the effect of advertisement program which is carried out intensively. Consumer satisfaction has strong influence to consumer loyalty compared to brand equity, advertisement, and service quality. Keyword: advertisement, service quality, brand equity, consumer satisfaction, consumer loyalty