Influence Of Brand Equity Research Articles

The Influence Of Instagram Social Media Communication On Purchase Intention Through Brand Equity In Seblak Preanger Jember

This research objectives are to determine the influence of Instagram social media communication on purchase intention through brand equity in Seblak Preanger Jember. This research used the Explanatory Research type. The population in this research is the number of followers of Instagram Seblak Preanger. The exact population size in this study is not known. The sampling method in this research was carried out using the Purposive Sampling method. This research used 21 indicators using 10 times the number of parameters to anticipate if there is an incomplete or damaged questionnaire, so the sample size in this research is 21 x 10 = 210 respondents. The data analysis method used Structural Equation Modeling (SEM) with the SmaprtPLS application. The research results showed that Firm Created Communication influenced Brand Equity, User Generated Communication influenced Brand Equity, Firm Created Communication influenced Purchase Intention, User Generated Communication influenced Purchase Intention, Brand Equity influenced Purchase Intention, Brand Equity is proven to mediate the influenced of Firm Created Communication on Purchase Intention, Brand Equity is proven to mediate the influenced of User Generated Communication on Purchase Intention.

Pengaruh Brand Equity, Kepedulian Merek dan Personalitas Brand Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening: Studi pada Konsumen Kopi Kenangan Sidoarjo

This research aims to determine and analyze the influence of brand equity in the Kopi Kenangan brand on customer loyalty. The method used in this research uses a qualitative method which uses an approach that collects, analyzes and interprets data in the form of numbers or measurable data. With the findings that have been investigated through the process starting from the data collection stage, the data processing process, until reaching the data analysis stage, researchers can conclude that brand equity partially has an insignificant and positive influence on loyalty.

PENGARUH EKUITAS MEREK TERHADAP PENGGUNAAN MONITOR PASIEN MEREK PHILIPS DI JAKARTA

This research aims to find out how responses, consumer loyalty and brand equity influence consumer loyalty of Philips monitor patients. Questionnaire respondent data was obtained from end users, namely nurses who work in intensive care rooms in 5 vertical hospitals in Jakarta. The questionnaire was distributed directly to 185 respondents. Hypothesis for 3 hypotheses using SEM PLS analysis with SmartPLS 3. Testing consists of Outer Model, namely Convergent Validity Test, Discriminant Validity Test, Average Variance Extracted (AVE) Test, Composite Reliability Test, Cronbach Alpha Test, Inner Model and Bootstrapping. Test results show that H1: Brand awareness has a positive and significant effect on consumer loyalty. H2: Brand association has a positive and significant effect on consumer loyalty. H3: Perceived quality has a positive and significant effect on consumer loyalty. It is hoped that this research can provide input to companies as a strategy to increase consumer loyalty and can provide good benefits for further research.

Brand Equity in Pakistan’s FMCG Sector: The Influence of Employee Engagement, Brand Orientation, CSR, and Organizational Culture

This study explores the relationships between employee engagement, brand orientation, and corporate social responsibility (CSR) initiatives in enhancing brand equity in Pakistan's fast-moving consumer goods (FMCG) sector, using organizational culture as a moderator. Grounded in the Resource-Based View (RBV), this research highlights how internal organizational resources can provide sustainable competitive advantages through brand equity. A structured questionnaire was distributed to employees within FMCG firms, and data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that employee engagement, brand orientation, and CSR initiatives positively influence brand equity. Additionally, organizational culture significantly moderates the relationship between brand orientation and brand equity, while its moderating impact on employee engagement and CSR initiatives is less pronounced. The study offers valuable theoretical contributions by integrating internal factors within the RBV framework and practical insights for FMCG managers aiming to enhance brand equity. Limitations include the cross-sectional nature of the study and sector-specific focus. Future research should consider longitudinal approaches and explore additional moderating variables across different markets.

A Study on Impact of Brand Equity on Purchase Intention o f Educational Toys in India

Objective: This research investigates the influence of brand equity on parents' purchase intentions for educational toys in India, with a focus on brand awareness, brand association, quality perception, and loyalty. Methods: A structured questionnaire with 20 closed-ended questions was delivered to parents of children aged 0 to 14 in Pune, Mumbai, Delhi, and Nagpur. The survey used a five-point Likert scale to assess brand equity perception and purchase intention. 156 complete and valid responses from the 200 parents surveyed were analyzed using SPSS. Regression analysis was performed to quantify the impact of brand equity components on purchase intention and Cronbach's alpha was 0.852, suggesting high reliability. Findings: The descriptive statistics revealed that consumers had intermediate brand knowledge and familiarity, as well as good evaluations of brand quality and attributes. Regression analysis showed that brand association (p = 0.036), quality (p < 0.001), and loyalty (p < 0.001) had a substantial influence on purchase intention, while brand awareness did not (p = 0.321). The model explained 60.1% of the variation in purchase intentions, with loyalty having the greatest influence. Novelty: This research provides insights into the Indian educational toy industry, stressing the role of brand equity in influencing purchase intentions. It provides useful information for toy producers and marketers in developing strategies to increase brand loyalty and drive sales. Keywords: ­ Educational Toys Brand Association, Brand Equity, Brand Loyalty, Quality, Brand Awareness Purchase Intention

The Influence of Brand Equity and Service Quality on the Decision to Use Islamic Banking Services

The Influence of Brand Equity and Service Quality on the Decision to Use Islamic Banking Services

Co-Branding Strategy in Cross-Industry Business: A Case of Mobile Games and Food Products Collaboration on Indonesian Mobile Games Players

Purpose: This study discusses the cross-industry co-branding strategy of PUBG (Player Unknown's Battle Grounds) Mobile x Indomie products by analyzing the influence of self-congruity and brand fit variables on co-branding and its impact on brand equity and purchase intention carried out on mobile game players in Indonesia. Method: This study used quantitative research methods with the population of Indonesian mobile game players. The study used purposive sampling with a sample of 180 respondents. Data was processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0 software. Result: The results of this study prove that co-branding is influenced by brands that have more value and appeal and are influenced by brand combinations that match both symbolic and functional effects. Co-branding with a combination of brands with an equivalent level of equity shares the benefits of co-branding equally, so co-branding with a combination of high and low-equity brands is believed to influence brand equity significantly. Good co-branding will provide a positive evaluation of a brand to encourage consumer purchase intention.

Brand innovativeness and brand equity: the mediating role of brand attitude and the moderating role of perceived brand ethicality

PurposeThis study aims to examine the relationship between brand innovativeness, brand attitude and brand equity within the service industry. Despite the prior literature’s acknowledgement of the importance of brand innovativeness, the previous studies on its impact on brand equity have yielded inconsistent results. This study also explores the moderating effect of perceived brand ethicality on the relationship between brand innovativeness, brand attitude and brand equity.Design/methodology/approachThis study collected the self-administered survey data of 402 respondents in the Chinese retail banking sector and employed a moderated mediation analysis to examine the research hypotheses.FindingsBrand innovativeness positively influences brand equity, and brand attitude mediates the effect. Perceived brand ethicality strengthens the positive association between brand innovativeness and brand equity.Originality/valueThis study contributes to the extant brand literature by demonstrating how the positive impact of brand innovativeness transcends brand evaluation to impact overall brand equity; it also reveals the mechanism through which brand innovativeness affects brand equity. The findings advance the under-researched issue of whether consumer perceptions of a brand’s ethical conduct affect the efficacy of brand innovativeness in brand equity.

The Impact of Branding, Advertising, and Social Media Marketing on Consumer Purchase Intention, Brand Loyalty, and Brand Equity in the Indonesian Market

This research investigates the influence of branding, advertising and social media marketing on customer purchase intentions, brand loyalty and brand equity in the Indonesian fashion industry. Survey data from 288 Indonesian consumers were analyzed using structural equation modeling (SEM-PLS) to test the relationship between variables. The results of the analysis show that there is a positive and significant correlation between consumer behavior, social media engagement, advertising effectiveness and brand perception. Key findings show that branding, advertising, and social media marketing positively influence brand equity, purchase intention, and brand loyalty. Hypothesis testing demonstrated strong statistical significance, while assessment of the measurement model supported the validity and reliability of the measurement tools used. The structural model developed is able to explain the data adequately, emphasizing the importance of integrated marketing strategies in strengthening the relationship between consumers and brands and improving brand performance in the Indonesian fashion market. The conclusion is that fashion companies can use the insights gained to increase their presence and competitiveness in developing markets such as Indonesia. Keywords: Branding, Advertising, Social Media Marketing, Consumer Behavior

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

The purpose of this research is to determine the influence of Social Media Marketing Activities on brand equity; to determine the influence of brand equity on E-WOM; to determine the influence of E-WOM on consumer purchasing intentions and to determine the influence of Social Media Marketing Activities on consumer purchasing intentions. Research data collection was carried out using a cross sectional approach carried out over a 1 month period using questionnaires distributed via social media. Researchers distributed questionnaires to consumers who made online purchases to students in Yogyakarta. The analysis tool uses SEM AMOS. The research results show that there is a significant relationship between social media marketing activities and brand equity; there is a significant relationship between brand equity and e-wom; There is no influence of the e-WOM variable on purchase intention and there is a significant relationship between social media marketing activities and purchase intention.

Studi Empiris Terkait Loyalitas Pelanggan pada Bisnis Coffee Shop

Purpose: The rapid growth of coffee outlets in Indonesia has increased competition in this industry, thus encouraging each coffee outlet to continue to innovate with superior products that differentiate it from competitors. This research aims to analyze the influence of brand equity on customer loyalty at Kopi Nako outlets, by considering the role of purchasing intention variables and purchasing decisions as intervening variables. Research Methodology: The research method used is ex-post facto with a quantitative approach. The sampling technique used is non-probability sampling with a purposive sampling method based on the population. Data was collected through questionnaires given to 104 respondents, who were consumers of Kopi Nako or had interacted directly with the Kopi Nako brand. Results: The findings of this research reveal that there is a positive and significant influence between brand equity on customer loyalty through purchase intentions and purchase decisions. Limitation: 1. The number of respondents is only limited to 104 respondents, researchers believe that involving a larger number of respondents can increase the level of accuracy and representation of research results. 2. The research variables that are the focus of this research are limited to brand equity, purchase intention, purchase decision, and customer loyalty. There are various other factors that might influence customer loyalty in the context of Kopi Nako, such as customer satisfaction, word-of-mouth (WOM), and marketing mix. Contribution: The achievements of this research can contribute to the understanding of marketing theory, especially in the context of the relationship between brand equity, purchase intention, purchase decisions, and customer loyalty. Apart from that, marketing practitioners, especially those in the coffee industry such as Kopi Nako, can use these findings to develop more effective marketing strategies.

Potential Impact of Sustainable Business Practices: Brand Equity in Fast Food and Millennials’ Purchase Intentions

This study was carried out because we live in a world of constant change and high competition, where local fast-food brands in Chiclayo do not have an adequate position in the consumer’s mind compared to international franchises established in our town. The general objective was to determine the influence of brand equity on the purchase intention for local fast-food brands among Chiclayo millennials. The model proposed includes the constructs of brand equity in various category of food products. This document is intended to contribute to society and the scientific community by providing strategic support to brand owners who work with this approach and individual managers. A quantitative approach was used, with a basic type, explanatory level, and non-experimental cross-sectional design, using Cronbach’s alpha for reliability of the instrument and validity by expert judgment. Customers of local fast-food brands comprised the sample, with a total of 385 people surveyed independent of gender. SPSS v.27 and Microsoft Excel 2019 were used for simple random sampling. It was concluded that millennial consumers have regular brand equity and purchase intention for local fast-food brands, emphasizing that the knowledge dimension does not significantly influence purchase intention.

Pengaruh Ekuitas Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Buku Fokus Di Kec. Kota Kediri

This research aims to determine: (1) the influence of brand equity on purchasing decisions, (2) the influence of product quality on purchasing decisions, (3) the influence of price on purchasing decisions, (4) the influence of brand equity, product quality, and price on purchasing decisions . This type of research uses a quantitative approach. The sample for this research is elementary schools in Kec. The city of Kediri has 45 elementary schools. The sampling technique uses saturated sampling. The data collection technique uses a questionnaire whose validity and rehabilitation have been tested. The data analysis technique used is multiple linear regression. The research results at a significance level of 5% show that: (1) there is a positive and insignificant influence of brand equity on purchasing decisions. The t value is 3.718 with a significant value of 0.001 > 0.05. (2) there is a positive and significant influence of product quality on purchasing decisions. The t value is 10.629 with a significant value of 0.000 < 0.05. (3) there is a positive and significant influence of price on purchasing decisions. The t value is 2.114 with a significant value of 0.040 < 0.05. (4) there is a simultaneous influence of brand equity, product quality and price on purchasing decisions. The Fcount value is 167.059 with a significant value of 0.000 <0.05. Calculation of multiple linear regression analysis using the regression equation obtained with a value of Y = 4.282+0.308X1+0.884X2+0.203X3

The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison

Celebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity endorsement effectiveness. We investigate the impact of celebrity endorsement strategies on brand image and brand identification and how these factors, in turn, influence brand equity, across markets. Data were collected through an online survey addressed to two markets: Portugal, and Moldova. A total of 365 valid answers were obtained, 195 from the Portuguese market, and 170 from the Moldovan market. Partial least squares structural equation modeling was used to test the hypotheses. The results indicate that the attitude toward the celebrity endorser has a significantly positive effect on brand image and a significantly positive effect on brand identification, only in the Moldovan market. In both markets, brand image and brand identification positively influence brand equity.

Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity

PurposeThe study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.Design/methodology/approachAn online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.Practical implicationsThe findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.Originality/valueThis study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

How Hedonic Value Mediated Influence of Brand Experience on Brand Equity

This research aims to assess the impact of brand experience on brand equity, with hedonic value as a mediating factor, among iPhone users in Aceh. The study utilized a sample of 200 iPhone users in Aceh, selected through purposive sampling. Structural Equation Modeling (SEM) was employed as the analytical method to examine the relationships between the variables. The findings indicate that brand experience has a significant impact on both brand equity and hedonic value, while hedonic value also significantly influences brand equity. Additionally, hedonic value was found to partially mediate the relationship between brand experience and brand equity.

The Role of Brand Equity and Perceived Value on Student Loyalty: A Case Study of Private Universities in Indonesia

With the growing importance of customer loyalty, there is still confusion about what can influence and improve loyalty in the education sector. Although research on the topic of customer loyalty is vast and growing, not much literature focuses on students and people in the education sector. In the absence of such consensus, the purpose of this study is to examine how perceived value and brand equity influence student satisfaction and loyalty, specifically in the setting of the Private Higher education sector. The data collection method was obtained from 200 samples of university students in Jambi (primary data) using Structural Equation Model AMOS 26 analysis: four hypotheses have a positive and significant effect, where Satisfaction has the greatest effect. However, it did not find the effect of Perceived Value on Loyalty. The conclusion of these findings suggests that good Perceived Value and Brand Equity for higher education products or services will increase Satisfaction, and therefore will have implications for the realisation of increased student Loyalty.

Strategi Pemasaran Digital dalam Meningkatkan Ekuitas Merek pada UMKM Sandangs

This journal discusses digital marketing strategies used to enhance the brand equity of MSMEs (Micro, Small, and Medium Enterprises) on the Sandangs platform (PT Tirta Cipta Teknokreatif) in Surabaya City. In the constantly evolving digital era, MSMEs need to adopt effective marketing strategies to expand their market reach and build customer trust in their brand. Digital marketing includes various elements such as social media, websites, search engines, and online advertising campaigns. This journal presents various digital marketing strategies that are crucial for MSMEs and can be implemented to increase brand awareness. The aim of this journal is to deeply understand the role of digital marketing strategies in enhancing brand equity for MSMEs. It is hoped that by adopting relevant and effective strategies, MSMEs can harness the potential of the digital market to achieve greater success. This journal uses a literature study research method through a qualitative descriptive approach, where data is obtained from secondary sources based on previous research. Based on the results of this literature study, it is found that effective and relevant digital marketing strategies influence brand equity for a specific product, especially for MSMEs.

Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry

Previous studies have demonstrated varying associations between fundamental components of brand equity within diverse sectors. The purpose of the current study is to examine the influence of Aaker’s brand equity model’s dimensions (brand awareness, brand loyalty, perceived quality, and brand association) on brand equity in the context of toy brands in Malaysia. The study employs a quantitative-based correlation design within a non-controlled setting, using a cross-sectional approach with individuals as the unit of analysis. The population consists of respondents from the general public aged 18 and above, as they are valid buyers of toys. Data collection was conducted using a non-probability sampling method. The questionnaire was sent to the targeted respondents using online Google Form links. A comprehensive dataset from 384 respondents was gathered for descriptive analysis of the demographic profile. Hypothesis testing was performed using regression analysis. The findings indicate that, except for brand associations, the remaining three factors – perceived quality (Beta = .377, p < .001), brand loyalty (Beta = .338, p < .001), and brand awareness (Beta = .221, p < .01) – exhibit a statistically significant positive correlation with the brand equity of children’s toy brands in Malaysia. AcknowledgmentThe authors thank INTI International University, Malaysia, for providing financial support to publish this paper.

EXPLORING THE IMPACT OF LOCAL KNOWLEDGE ON BRAND EQUITY AND PURCHASE INTENTIONS: A CASE STUDY OF CULTURAL PRODUCTS IN PATHUM THANI

Purpose – The purpose of this research was to provide a comprehensive picture of the enhancing cultural product purchase intentions of prospective customers by jointly studying the impact of local knowledge and brand equity on purchasing behavior as well as responding to recent calls for research in the local business literature, especially in Pathum Thani province in Thailand.Methodology – The research methodology was quantitative research with survey method by using questionnaires for data collection. The respondents were 400 participants, who had experience of purchasing cultural products. Pathum Thani was selected to conduct the empirical analysis of this research. Descriptive statistics used for data analysis included frequency, percentage, mean, and standard deviation. Due to hypothesis testing, inferential statistics used was Structural Equation Modeling (SEM).Results – The results of hypothesis testing revealed that cultural knowledge of the local area or the customers’ perception of community intelligence is the most influencing brand equity component. Furthermore, a positive relationship is observed between brand equity elements and purchase intentions of cultural products.Implications – The findings present several implications for both academia and practical implications, highlighting the impacts of the customers’ perception of community intelligence on brand equity and purchase intentions for effective marketing strategies planning.Originality/Value – This empirical study explores the impact of customers’ perception towards cultural knowledge or community intelligence play a crucial role for enhancing brand equity and purchase intentions of cultural products, particularly in Thai context.