Influence Of Brand Equity Research Articles

The effect of sensory brand experience and brand equity on WTP a price premium in Iranian fast food restaurants: Mediating role of eWOM

ABSTRACT In the competitive environment of today, building a desirable sensory brand experience for consumers can play a vital role in business success. This study, developing and empirically validating a conceptual model, explores the ways in which sensory brand experience affects consumer willingness to pay (WTP) a price premium. Further, in this regard, the direct and indirect role of brand equity through electronic word-of-mouth (eWOM) was investigated. Based on the collected data from 387 fast food customers, the hypothesized structural model was examined using path analysis. The results revealed that sensory brand experience influenced brand equity. Meanwhile, it was found that brand equity was directly and indirectly (through word-of-mouth) responsible for consumer WTP a price premium. This research contributes to the marketing literature in the field of brand management and experiential marketing and provides practical insights to managers and business practitioners.

PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP CUSTOMER LOYALTY MELALUI VALUE EQUITY, BRAND EQUITY, DAN RELATIONSHIP EQUITY

This research is a quantitative research with a survey method that was conducted on 161 respondents, namely followers and fans of PT Pegadaian (Persero) Instagram account, namely @sahabatpegadaian who made nominal additions to their Pegadaian Tabungan Emas. This study analyzes the effect of Social Media Marketing Activities on Value Equity, the influence of Social Media Marketing Activities on Brand Equity, the influence of Social Media Marketing Activities on Equity Relationships, the influence of Social Media Marketing Activities on Customer Loyalty, the effect of Equity on Customer Loyalty, the influence of Brand Equity on Customer Loyalty, and the influence of Relationship Equity on Customer Loyalty. Processing data in this study using descriptive statistical analysis and SEM-PLS. The results of the analysis show that Social Media Marketing Activities have a positive effect on Value Equity, Social Media Marketing Activities have a positive effect on Brand Equity, Social Media Marketing Activities have a positive effect on Relationship Equity, Social Media Marketing Activities have no direct effect on Customer Loyalty, Social Media Marketing Activities do not directly affects Customer Loyalty, Social Media Marketing Activities have a positive effect on Value Equity, Brand Equity, and Relationship Equity on Customer Loyalty, Value Equity has a positive effect on Customer Loyalty, and Brand Equity has a positive effect on Customer Loyalty, and Relationship Equity has a positive effect on Customer Loyalty towards Customer Loyalty.

THE FACTORS EFFECT ON BRAND EQUITY IN HIGHER EDUCATION

An issue of university development is the increasing stratification that significantly affects a higher education institution's enrollment and benefit. The higher education institution has realized that the brand increases recognized as an essential determinant of learner choice. The study identifies the components of perceived quality in higher education and examines the model of perceived quality and reputation effect on brand equity. With qualitative and quantitative research methods, the results confirm the four-factor structure of perceived quality and reputation influence brand equity in the higher education sector. The study asserts that perceived quality is considered a reflective construct, including library services, dining service, physical facilities, and academic staff responsiveness. Some managerial implications are proposed based on the research result.

Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention

The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in political brands, this has not been proven. Therefore, by using the regional head candidate of Purbalingga Regency as a political brand, this study examines the effect of eWOM on developing candidate brand equity and relates it to voting intention. Brand equity using a brand pyramid model with brand equity forming variables consisting of a candidate brand awareness, a candidate brand performance-imagery, a candidate brand judgment-feelings, and a candidate brand resonance. The study involved 260 respondents who are people of Purbalingga Regency who may vote and use social media. The sampling method used was purposive sampling by conducting direct interviews with respondents. Data were analyzed using Structural Equation Model Partial Least Square (SEM PLS) analysis. The results showed that electronic Word of Mouth has a positive and significant effect on brand equity development variables. Developing brand equity affects the voting intention on candidate brand awareness and candidate brand resonance. The Result of this study found electronic Word of Mouth to have no direct influence on voting intention.

Influence of Social Media Marketing Efforts on Brand Equity and Consumer Response to Branded Shoes in India

The purpose of the study was to provide a framework that depicted how social media marketing activities influenced brand equity and consumer preference and response towards branded shoes in India. The study’s primary aim was to examine the influence of social media marketing activities on consumers’ responses through brand equity creation. The theoretical framework conceived for the study was tested using primary data collected from consumers who were using branded luxury shoes aged between 18 – 50 years in the state of Kerala. Partial least squares method and structural equation modeling were employed to analyze the data. The results validated that entertainment, trendiness, word-of-mouth, and interaction significantly impacted social media marketing efforts. Brand awareness, brand image, perceived quality, and brand association also significantly contributed to brand equity. The willingness to pay a premium price, brand preferences, and brand loyalty positively impacted consumer response behaviour. The derived model elaborately substantiated that the social media efforts influenced brand equity, which mediated preferential customer response, brand choice, and brand loyalty.

Determinants of learner-centric brand equity for online universities in Gulf countries

ABSTRACT Higher Education Institutions (HEIs) providing online education have been facing challenges in an increasingly competitive market. Consequently, brand equity has gained importance. This study takes a holistic approach and identifies the antecedents of brand equity and the impact these have on building brand equity of online universities. Data was collected from 242 E-learners studying in online universities in United Arab Emirates, Saudi Arabia and Kuwait. The research model was empirically tested using structural equation modeling. The findings support four of the six hypotheses. Learning environment, reputation, career prospects and corporate social responsibility influence brand equity. This study contributes to the literature by offering a deductively generated model to guide future research on brand equity related to online universities. The findings of this study offer practical insights and managerial implications for university administrators engaged in building a brand equity. Detailed discussion of the theoretical and practical implications concludes the paper.

Pengaruh Brand Equity Terhadap Keputusan Pembelian Konsumen (Studi Pada Produk Elektronik Di Daerah Istimewa Yogyakarta)

Abstrack
 
 This research is intended to analyze the influence of brand equity on the consumer buying behavior. The respondents consist of 100 electronic user in Regional Province of Yogyakarta. Questionnaire are used to collect data from the respondents and the data were analized by Multiple Regression Analysis. The result of the study indicate that: (i). brand equity has significant influence on the consumer buying behavior (ii). brand loyalty has dominant influence on the custumer buying behavior.
 
 Keywords: Brand Equity, Consumer Buying Behavior. Electronic User, Multiple Regression Analysis
 

Intangible assets and business results of large companies

Purpose: To analyze the main types of intangible assets as sources of economic and social outcomes in large corporations. Design/methodology/approach: We create a sample of large corporations with data from two secondary databases: Fortune Most Admired Companies and Interbrand. We study business’ legitimacy through their presence on Google.com. We perform quantitative analysis by testing the proposed hypotheses against a structural equation model built using the PLS method. Findings: We confirm the value of brands and legitimacy as sources of economic outcomes. We observe that perceived quality and brand equity influence social results. We conclude that perceived quality alone does not improve brand or market value. Research limitations: The main limitation is related to the characteristics of the companies in the sample: large, highly institutionalized multinational corporations. Practical implications: The results offer several considerations for managers seeking to improve organizational outcomes. Intangible assets must be managed along with tangible assets in order for organizations to survive and thrive in the marketplace. Originality/value: The principal contribution of this study is to demonstrate the importance of managing intangible assets so that the organization can maintain or improve its legitimacy and its economic outcomes.

Pengaruh Brand Equity dan Produk Terhadap Keputusan Pembelian Fiesta Chicken Nugget

This study aims to determine and analyze how much influence brand equity and product decisions have on purchasing fiesta chicken nuggets at PT. Primafood International City of Parepare has. The analytical method used in this research is the method of observation, interviews, and questionnaires and the method of determining the sample using the Roscoe formula and obtained 30 totals. The analytical method used is the method of multiple linear analysis. The method of analysis used the SPSS 20 program. The results showed that there was an influence of product brand equity and purchasing decisions of Fiesta Chicken Nugget at PT. Primafood International City of Parepare. This is evidenced by the results of the calculated F statistic of 7.492 with a significance of 0.000. Because the significance value is less than 0.05 (0.000 < 0.05). The results of the R2 determinant test in this study obtained the R2 determinant of 0.935, which means that the magnitude of the influence of Brand and Product Equity on Purchase Decisions is 93.5% and the remaining 6.5% is explained by other variables not included in this variable study

Brand equity effects on financial performance in Japanese fashion market: applying complexity theory via fsQCA

ABSTRACT This study applies complexity theory to examine the effects of loyalty programs (LP) and consumer characteristics, as well as the perceptional and behavioral brand factors that influence brand equity and firm financial performance. It focuses on 14 Japanese fashion brands for a specific duration of the COVID-19 pandemic. Further, this study considers the effects of complex components on performance (brand equity and firm financials) by testing the asymmetric relationships that exist between brand equity, LPs, and financials via fuzzy-set qualitative comparative analysis. We mainly address two research questions: (1) Do insights on brand equity from young generations contribute to firm financial outcomes? (2) In the declining fashion market, do LPs affect brand equity and firm financial performance? The results present causal configurations that could either directly, or indirectly, and positively, or negatively, influence outcomes (brand equity and firm financials) depending on various contexts, such as consumer demographics and shopping conditions.

Exploring the antecedents of retail banks’ reputation in low-bankarization markets: brand equity, value co-creation and brand experience

PurposeThe present study aims to propose and validate a model to measure certain variables that may contribute to increasing the bankarization rate (uptake of retail banking services) among developing-economy populations characterized by poor financial literacy and low income levels.Design/methodology/approachA quantitative empirical study is carried out in the retail banking sector of a country with low-bankarization rates. Using a self-administered questionnaire distributed online, structural equation modeling is applied to analyze the relationships between value co-creation, brand experience, brand equity and reputation.FindingsThe results show that brand equity is an antecedent of reputation that values co-creation, and brand experience positively influences brand equity and that values co-creation that positively influences brand experience.Social implicationsThe bankarization rate of a developing country is generally taken as an indicator of the socioeconomic wellbeing of its population. Where there is a low-bankarization rate, this renders it more difficult for financial institutions to build their reputation to attract new customers and retain existing ones. Strategies are, therefore, proposed to improve the reputation of financial institutions in such settings and, thus, contribute to increasing the bankarization rate.Originality/valueThe findings of this study provide an original perspective that offers a deeper understanding of the mechanisms that enable banks operating in low-bankarization markets to enhance their reputation through strategies based on customer–company interaction and branding (with the variables of brand equity, brand experience and value co-creation).

PENGARUH EKUITAS MEREK ( BRAND EQUITY ) TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (STUDI KASUS PADA MASYARAKAT KOTA BIMA)

This research aims to find out the influence of brand equity variables on oppo smartphone purchase decisions on the people of Bima City. This type of research is associative, the research instrument used is a likert-scale questionnaire. The population in this study is the entire community of Bima City who have bought Oppo smartphone products whose numbers are not known with certainty (unknowns population). The sample in this study was as many as 50 respondents using the unknown population formula, a sampling technique used that is purposive sampling. The data collection techniques used in this study are observations, questionnaires and library studies. The data analysis techniques used are validity test, reliabiity test, simple linear regression analysis, simple correlation coenphysien, determination coefficient and t test. Based on the results of analysis and hypothesis testing states that there is an influence of Brand Equity on Oppo Smartphone Purchase Decisions (case studies in the people of Bima City) with a moderate level of relationship intensity and a magnitude of influence of 30.8%.

The Impact of Employer Brand Equity Elements on Consumer Attitude to Service Brand

Increasing competition means that organisations are looking for new ways to ensure the equity of their brands, and due to the specifics of services, employees are undoubtedly one of the most important links in service brand equity creation, therefore consumer knowledge of employer brand and its equity elements can contribute to the perception towards it, change it and influence behavioural intentions. According to the theory of reasoned behaviour, attitude is an important determinant of behaviour, so the purpose of this article is to assess how elements of an employer’s brand equity influence attitude toward a service brand. After the exploratory factor analysis, 3 main elements of the employer’s brand equity were identified. An analysis of the empirical study also found that the employer brand image has the strongest effect on attitudes towards a service brand, while the effect of employer brand awareness and reputation has a weaker effect.

Sustainable value co-creation as a vector for valuation brand equity

La co-création de valeur durable a un rôle crucial dans les pratiques de développement durable des entreprises, la nécessité d’une meilleure compréhension des conséquences de cette collaboration entre l’entreprise et ses clients est toujours d’actualité et nous renvoie à l’étude de son intérêt et de ses conséquences. Cette recherche vise à examiner l’impact des actions de co-création durable sur la réputation et le capital marque de l’entreprise. C’est dans ce sens que nous entreprenons cette recherche pour montrer dans quelle mesure le développement durable peut contribuer à améliorer la notoriété et l’image de marque de l’entreprise ? Une étude quantitative a été menée auprès de 84 clients « co-créateurs de valeur durable » dans le cadre d’une action menée par une société de services. Les résultats de cette recherche ont révélé que la co-création de valeur durable est un antécédent de la réputation de l’entreprise et a une influence positive sur celle-ci. De son côté, la réputation influence le capital de la marque. La relation entre ces deux variables est positivement influencée par la crédibilité de la marque. C’est en ce sens, que d’un point de vue managérial, cette recherche aidera les professionnels à mieux comprendre et anticiper les réactions comportementales des consommateurs co-créateurs en les invitant à participer au développement durable. Par ailleurs, le consommateur recherche un lien social dans le processus de co-création, il est donc important, pour l’entreprise, de le placer au centre de l’activité de co-création de valeur pour qu’il soit plus satisfait. Impliqué dans l’action il peut, ainsi, mieux juger l’entreprise.

The Influence of Brand Equity on Consumer's Purchase Decision: A Quantitative study

This study aims to explain influence between the elements of brand equity (Brand Awareness and Brand Loyalty) on Purchasing Decisions. The population in this study were consumers of PT. Semen Tonasa in Pangkep Regency. While the number of samples is as many as 63 respondents who were selected based on purposive sampling technique for two months of research at the Labakkang Jaya Shop. The data collection method used was the distribution of questionnaires that had been tested for validity and reliability. Multiple regression is used to analyize the data. From the regression analysis, the equation Y = 4.695 + 0.425X1 + 0.458X2 is obtained. The results of this study indicate that Brand Awareness and Brand Loyalty simultaneously have a positive and significant effect on the purchase decision (Y) of Semen Tonasa. The variable of the brand equity element that has the dominant effect on the purchasing decision of Semen Tonasa is Brand Loyalty with a regression coefficient value of 0.458.

The Influence of Brand Equity on Consumer Purchase Decisions at Starbucks

The purpose of this research is to study the influence of brand equity on consumer purchase decisions at Starbucks. Specifically, we predicted the brand equity of Starbucks would definitely affect the consumer purchase decisions. We distributed survey questionnaire consisting of 4 major aspects of brand equity with purchase decision and the results collected were analysed in order to obtain a meaningful conclusion. For the implementing, we designed a conceptual framework and hypothesized the correlation among its constructs which are brand equity and purchase intention. All the hypothesis which are tested based on the brand equity and consumer purchase decisions was accepted. The results showed that brand equity has a positive influence on consumer purchase decisions.

Influence of Brand Equity and Service Quality on Purchase Decisions on Garuda Indonesia Airline Services

Airlines business growth rapidly in Indonesia and makes all of the airlines service company try to compete to be the best. Quality of service has been a key on marketing topic. Branding is one of the interesting topics for study also because branding is a competitive strategy. The purpose of this study is to examine influence of brand equity and service quality of purchase decision of Garuda Indonesia airlines. The samples for the study were 110 people who already using Garuda Indonesia airlines service at least once. Method of data collection using online questionnaire by Google Forms with Likert Scale 1-10. The techniques of data analysis using Structural Equation Modeling (SEM) AMOS program version 21.0 to verify the causality of two research hypothesis. The result of this research indicates that there was no influence between brand equity and purchase decision. Moreover, the research also indicates there was no influence between service quality and purchase decision.

The mediating role of Brand image and Lovemarks Brands between Social Media Marketing Activities and Brand Equity: An Empirical Study on Fashion wear industry in Egypt

Purpose – Many organizations consider attaining brand equity as a top priority since the brand is one of the most treasured assets of any organization. As such, considerable efforts are continuously exerted by academia to understand the factors that influence brand equity (BE) development. Although social media marketing activities (SMMA) are currently recognized as one of the pivotal aspects in attracting consumers and thus indirectly persuading them to purchase these products along with building brand equity, especially in the fashion wear industry, there is still a deficiency in empirical investigation. Hence, to narrow this gap, this paper aims to investigate the impact of brand image (BI) and lovemarks (LM) as mediating variables on the association between SMMA and BE. Furthermore, fashion innovativeness (FI) is also assessed as a mediator in the correlation between SMMA and LM. Design/methodology/approach – The design of this research is descriptive and quantitative, where two data kinds were used; Secondary Data – Aiming at a theoretical overview, collection of secondary data was done from various websites, and research papers, which discussed the topics connected to the research question. Primary Data – Primary data were needed to attain the research objectives and were collected through the E-Questionnaire method introduced by Google models for applying the questionnaire through the Internet and filling it out by different people, with obtaining a total of 335 valid responses. Hypotheses were tested using the statistical package for social sciences (SPSS V26) for basic descriptive statistics, and (Smart PLS 3.2.7) for SEM-PLS modelling. Findings – The results revealed that perceived SMMA have a positive significant impact on BE through the mediating variables as an indirect impact. Surprisingly, SMMA were observed to have no direct effect on brand equity BE. Also, the correlation among perceived SMMA and BE was found to be mediated by BI and LM. Similarly, the link among perceived SMMA and brand LM was noticed to be moderated by FI. Furthermore, findings indicated that the indirect effect of perceived SMMA on BE via LM is moderated by FI. Originality/value – This research further broadened the current knowledge by displaying the mediating role of BI and LM in the effect of perceived SMMA on BE. Also, this research allows for developing and testing a parsimonious model, which is useful, especially for practitioners by utilizing the strength of PLS–SEM in managing higher-order constructs.

PENGARUH KESADARAN MEREK, CITRA MEREK DAN KOMUNIKASI PEMASARAN TERHADAP EKUITAS MEREK

AbstractThe brand in a product has a very important role as an identity and differentiator from other products. A brand is said to have equity if it can be recognized and remembered and embedded in the minds of consumers in one product class over other product brands. This study aims to determine the factors that influence brand equity of Herborist products at PT. Victoria Care Indonesia (VCI). This type of research used in this research is explanatory research with a quantitative approach. Samples were taken of 100 respondents from the consumer population of Herborist products. The results showed that both partially and simultaneously brand awareness was obtained, brand image and marketing communications had a significant effect on brand equity. With an influence contribution of 67%.Keywords : brand awareness, brand image, marketing communications, brand equity

PENGARUH EKUITAS MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA ADV 150 ABS (STUDI KASUS PADA KONSUMEN PT.INDOSTAR SUKSES MANDIRI MEDAN)

This study aims to determine the effect of brand equity and price on purchasing decisions for Honda ADV 150 ABS motorcycle PT. Indostar Sukses Mandiri Medan. The formulation of the problem in the study is how the influence of brand equity and price on the purchase decision of a Honda ADV 150 ABS motorcycle at PT. Indostar Sukses Mandiri Medan where this research uses descriptive analysis methods and statistical methods. The data used in this study are primary data and secondary data. The population in this study were customers at PT. Indostar Sukses Mandiri Medan. The results of the research based on the partial t-test for the effect of brand equity on purchasing decisions are shown by t count - 1,101 and t table of 1,688, while the effect of price on purchasing decisions is shown by t count 12,042 and t table of 1,688. By comparing F count amounting to 122.923 with F table = 3.14 means that the effectiveness of brand equity and price has a significant effect on purchasing decisions. The coefficient of determination (R2) shows that PT. Indostar Sukses Mandiri Medan that the coefficient of determination (R²) is 0.793. This means that 79.3% of purchasing decisions can be explained by brand equity and price variables, while the remaining 20.7% of decisions are influenced by other variables outside of this study, for example location, loyaltyetc.