Managing Brand Equity Research Articles

Coffee Shop Dine-in Business Concept Before and During the COVID-19 Pandemic

Dine-in coffee shops were businesses that needed to adapt to significant environmental changes, including the COVID-19 pandemic. The pandemic caused shifts in business models, moving from a focus on traditional products and services to concepts more suitable for the pandemic's constraints. This research aimed to analyze how business concepts evolved before and during the pandemic. A systematic literature review method was employed, utilizing 40 articles from the pre-pandemic and pandemic periods. The findings indicated that coffee shops successfully adapted to extreme environmental changes such as the pandemic and government-imposed restrictions (e.g., lockdowns). The main factors influencing this adaptation included changes in consumer behavior, empathy-based strategies, digital marketing transformations, innovation aligned with consumer needs, and effective management of human resources and brand equity. Keywords: coffee adaptation, coffee shop, COVID-19, literature review, strategy, consumer behavior

An Overview of the Composition and Management of Brand Equity

The definition of brand equity has been gradually improved, but the existing studies are mostly case studies and unilateral studies, and the studies that integrate and sort out brand equity from multiple perspectives are relatively rare. By reviewing and sorting out the international literature on brand equity, this paper summarizes the definition, components, evaluation methods and prospects of brand equity, in order to promote the better development of corporate brand equity. The article holds that it is very important to use publicity channels effectively to stimulate consumers, establish effective brand association, and enhance brand awareness and recognition to enhance brand value. In addition, brands need to segment the market and strengthen brand trust in a targeted way. And establishing a consistent and effective brand image helps to enhance brand awareness and brand recall, as well as promote brand loyalty. At the same time, for high-equity brands, brand extension and expansion is also particularly important.

The Influence of Brand Awareness, Brand Image and Brand Equity on Brand Attitude and Its Impact on Interest in Buying Ambon City Motorcycle Brands

Currently, marketing aspects no longer focus solely on product functions but are more geared towards brand competition. Successful products or services always have a strong or dominant brand in the market. This research aims to (1) determine the influence of brand awareness, brand image, and brand equity on brand attitude and its impact on the intention to purchase a specific motorcycle brand in Ambon City and (2) identify the differences in brand awareness, brand image, brand equity, and brand attitude for each motorcycle brand, determining which one has a significantly positive influence. The research population consists of respondents who own one of the three brands and respondents interested in purchasing one of the three brands in Ambon City. The sample size was determined using non-probability sampling through purposive sampling, with a total of 300 individuals. The research results indicate that brand awareness, brand image, and brand equity have a significantly positive influence on brand attitude, and brand attitude has a significantly positive impact on the intention to purchase a specific motorcycle in Ambon City. The research also reveals that brand awareness, brand image, and brand attitude for Honda motorcycles are significantly more positive compared to Yamaha and Suzuki, while the brand equity of Yamaha is significantly more positive compared to Honda and Suzuki. The conclusion drawn from this research is that by establishing strong brand awareness, creating a positive brand image, and managing brand equity consistently, consumer attitudes towards the brand can be formed, ultimately driving the purchasing intention of the community towards motorcycle brands in Ambon City.

Analysis of Models for Increasing Consumer Loyalty of Beauty MSMEs Through Brand Equity Management, Service Quality, and Customer Bonding

In an era of increasingly massive disruption, beauty MSMEs need to be able to optimize the resources they have. In the beauty industry, business competition is very tight, so consumer loyalty is very important to maintain a business to survive in a competitive market. The purpose of this study was to analyze the effect of brand equity, service quality, and customer bonding on consumer loyalty. This study used a sample size of 170 consisting of MSME beauty actors. Data analysis techniques using the SEM method with Partial Least Squares Modeling (PLS-SEM). The structural Equation Model (SEM) approach based on Partial Least Square is used for hypothesis testing. The results of the data analysis confirm brand equity, service quality, and customer bonding have a positive and significant effect on consumer loyalty. The implications of this research conclude that it is very important for beauty MSMEs to measure and evaluate the level of brand equity, service quality, and customer bonding regularly. MSME owners can use consumer surveys, online reviews, and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements. and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements. and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements.

Book review: Kevin Lane Keller and Vanitha Swaminathan (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th edition, Pearson Education Limited, ISBN 978-0-13-489249-8

What are brands? Brands are intangible assets that are invaluable for an organization. Though, creating and bringing up strong brands over a while against immense competition is a hard task and a challenge for managers. Creating and nurturing a huge brand doesn’t happen overnight. Sound plans for the brand are essential in nurturing a strong brand and it consumes a considerable period. Just planning to build strong brands is not sufficient to generate yield on the investment. But powerful strategies are a must to endure strong brands over the huge competition in the digital era. Thus, all-powerful marketing thinking should be directed at strengthening the brand to generate yield on investment. It has been implied that a comprehensive and cohesive system is fundamental to fostering an outstanding brand.

Strategies for Educational Service Marketing and Brand Equity Management in Educational Firms

The term marketing is closely related to the world of profit trading business. However, it is different now since marketing terms are needed in various institutions, especially in educational institutions. Researchers studied marketing strategy and brand equity management, promotion mix strategy, marketing mix strategy, brand equity management, and the impact on institutions from implementing marketing strategy and brand equity management. at YPI Ar-Rohmah Putri Malang. This study uses a qualitative approach. This research phase is divided into three stages, namely the preparation stage, the implementation stage, and the completion stage. The researcher chose the research location at the Ar-Rohma Putri Islamic Education Foundation on Jl. Jambu, Semanding, Sumbersekar, Kec. Dau, Malang, East Java. Marketing strategy for marketing services through a promotional mix at the Islamic educational institution Ar-Rohmah Putri Islamic Boarding School Malang. The promotion mix is done through advertising, personal selling, sales promotion, public relations, word of mouth. Marketing strategy for marketing services through the marketing mix at the Islamic educational institution Ar-Rohmah Putri Islamic Boarding School Malang. The marketing mix for educational services includes product, price, location, promotion, people, physical evidence, and process.

A Study on the Influence of Eco-Labels and Green Advertising on Green Brand Equity in Emerging Market

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity.

The chain coffee shop brand equity and the differences of the consumer segments’ responses to its dimensions based on their brand usage frequency

ABSTRACT This study considers four elements for a consumer-based chain coffee shop brand equity and investigates the responses of consumers, as their purchase intentions and brand attitudes, to each of the elements. It also probes brand attitude as a mediator of the elements’ impacts on purchase intention. Moreover, the chief important aim of the current study is to detect the potential differences among three different consumer segments for responding to the conceptual model, in terms of their usages of the brand. Data were collected from 448 coffee shop chain brands’ consumers in Tehran. Findings demonstrate the mediation role of brand attitude, but not among the heavy users. Only perceived quality does not directly affect purchase intention but does among the light users. Brand awareness’s greatest impact is on the light users’ brand attitude, and the self-congruity impact on purchase intention rises by growing usage among consumers. Also, self-congruity generally has the most direct impact on purchase intention. Managerial implications for better brand equity management in the coffee shop chain industry are provided.

Managing brand equity in the brewing sector

PurposeThe paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector.Design/methodology/approachA quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers.FindingsResults corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE.Research limitations/implicationsAlthough the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable.Practical implicationsThe study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes.Originality/valueThe paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.

The impact of green marketing mix elements on green customer based brand equity in an emerging market

Purpose“Green” issues have become increasingly important to corporate decision-makers as firms face mounting public sensitivity, stricter regulation and growing stakeholder pressures focused on preserving the natural environment. This study aims to evaluate the impact of green marketing mix elements on green customer-based brand equity in an emerging market like Vietnam and to analyze the causal order among green customer-based brand equity dimensions, which is important for understanding corporate branding efforts.Design/methodology/approachThis study follows a quantitative approach through interviews with 870 consumers who had purchased plant-based milk products at milk stores, supermarkets/hypermarkets and convenience stores in Vietnam. Data were analyzed through structural equation modeling.FindingsThe results suggest that green marketing mix tools positively impact green customer-based brand equity creation. Furthermore, the results determine the causal order among green brand equity dimensions in the Vietnam context.Practical implicationsMarketers invest more in green marketing programs to increase green customer-based brand equity. To benefit from significant competitive and economic benefits, firms should develop a green brand image, satisfaction, trust and green loyalty.Originality/valueThe study's findings elucidate the impacts of green marketing on the various components of customer-based brand equity to establish and manage brand equity. They also explain how best to target various green marketing values toward discrete consumer segments based on the degree to which a given segment's membership is predisposed to be concerned about the environment or evaluate the environmental consequences of their behaviors.

The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry

Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify Instagram marketing activities and analyze the associated effects on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram re-usage intention) formation through Instagram marketing activities. To this end, data were collected from 358 coffee consumers who had visited any of the five coffee brand Instagram accounts used in this study and analyzed using SPSS and AMOS. The results showed that four sub-dimensions (interaction, entertainment, customization, and trendiness) of Instagram marketing activities affect brand equity (brand awareness, brand image, and perceived quality), which in turn led to attitudinal loyalty (brand love) and behavioral loyalty (Instagram re-usage intention) towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer-based brand equity. The findings of this study will enable coffee brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide to managing brand equity as well.

Creating cultural brand equity from the perspective of consumer cognition – a case study of Chinese animation brands

With the rapid development of China’s cultural innovation industry, enhancing brand equity and increasing brand value has become the only way for enterprises to achieve leapfrog development. Taking Chinese animation brand equity as an example, this paper constructs a brand equity driven model from the perspective of consumer cognition. Firstly, based on the brand resonance model, the theoretical model of animation brand equity is established. And then from the mass of product reviews, the focus of consumers on the brand is mined to form the latitude of brand equity. Finally, the theoretical model of brand equity is tested based on the Chinese consumer questionnaire data and structural equation model. This study provides a reference for the construction of Chinese animation brand equity, and also provides a new idea for the establishment of cultural brand equity management.

Brand value and brand equity: essence, difference and relationship

The article is devoted to the disclosure of the essence of the concept of brand capital, brand value, the main approaches to their definition are characterized, the distinguishing features of each category are given, but in their relationship. The criteria that determine the value of the brand from the point of view of the consumer and from the point of view of the producer are presented. The main approaches to the components of the brand model are considered. The main components of brand capital are revealed - value, power and image. When evaluating brand capital, it is suggested that managers take into account the stages through which the consumer passes in his relationship with the brand. In the course of the research, definitions of brand equity as an economic category and enterprise asset were given; its main elements are identified; the main principles of brand equity management are characterized, which will contribute to the improvement of the effectiveness of brand management. JEL Classification: А10, R11, D11. &nbsp

Customer-based pop-up store equity and consumer shopping behavior

ABSTRACT This study explores how a company's offline and online service quality affects customer-based pop-up store equity, which in turn influences consumers’ willingness to pay a price premium and consumers’ purchase intention when shopping at a pop-up retail store. This study utilized Aaker's ([1991]. Managing brand equity: Capitalizing on the value of a brand name. New York: FreePress) brand equity model as the conceptual framework of the study. From the exploratory factor analysis, three dimensions emerged: awareness/association, perceived quality, and loyalty. The result of this research showed that offline service quality was a significant determinant that influences pop-up store equity. Among the three constructs identified as pop-up store equity in this study, awareness/association and loyalty were the significant determining factors for the customers’ willingness to pay the price premium. Also, awareness/association and perceived quality of pop-up stores were the significant factors that influence purchase intention.

Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes.

Brand equity is an important intangible for enterprises. As one advantage, products with brand equity can increase revenue, compared with those without such equity. However, unlike tangibles, it is difficult for enterprises to manage brand equity because it exists within consumers’ minds. Although, over the past two decades, numerous consumer neuroscience studies have revealed the brain regions related to brand equity, the identification of unique brain regions related to such equity is still controversial. Therefore, this study identifies the unique brain regions related to brand equity and assesses the mental processes derived from these regions. For this purpose, three analysis methods (i.e., the quantitative meta-analysis, chi-square tests, and machine learning) were conducted. The data were collected in accordance with the general procedures of a qualitative meta-analysis. In total, 65 studies (1412 foci) investigating branded objects with brand equity and unbranded objects without brand equity were examined, whereas the neural systems involved for these two brain regions were contrasted. According to the results, the parahippocampal gyrus and the lingual gyrus were unique brand equity-related brain regions, whereas automatic mental processes based on emotional associative memories derived from these regions were characteristic mental processes that discriminate branded from unbranded objects.

Influence of the Internet on Retailer’s Perceived Quality in the Generation of Retailer’s Brand Equity

This study analyses the relationship between the different components of the retailer’s brand equity, as well as the influence that the use of Internet has on the formation of retailer’s brand equity. As some authors point out, there is a need for a measure of the retailer’s brand equity (Boo et al., 2008, Tourism Management, Vol. 30, pp. 219–231; Lee & Back, 2010, Tourism Management, Vol. 31, pp. 395–401). The model proposed to analyse retailer’s brand equity is based on the one used by Boo et al. (2008, Tourism Management, Vol. 30, pp. 219–231), who, in turn, start from the brand equity proposal of the authors Aaker (1991, Managing brand equity: Capitalizing on the value of a brand name, The Free Press) and Keller (1993, Journal of Marketing, Vol. 57, pp. 1–22). A theoretical a priori model was specified according to the results in previous literature and our hypotheses. Prior to testing the model, the dimensionality of the scales was established with confirmatory factor analyses (CFAs). Once the dimensionality was established, full structural equation model (SEM) was tested. This study provides evidence on the effect of the use of Internet on retailer’s perceived quality. In turn, the influence that this variable has on the retailer’s image and on its perceived value is shown. These relationships have an influence on consumer loyalty to the retailer, which, in turn, generates brand equity for the retailer.

Is brand management critical to SMEs’ product sustainability? Qualitative analysis in the context of Indonesia small enterprise environment

This qualitative study aims to analyze brand management’s implementation in small, medium enterprises (SMEs) in three areas in Indonesia, which specialized in craft, food, and fashion companies. The performance of brand management addresses five main stages based on Keller’s framework of brand management, including 1) developing brand positioning, 2) identifying and developing brand plans, 3) designing and implementing brand marketing programs, 4) measuring and interpreting brand performance, 5) managing brand equity. Semi-structured in-depth interviews were conducted to collect data in Yogyakarta, Lombok, and Makassar. The study found that brand management is perceived to be important in supporting SMEs’ performance. This study contributes to the importance of brand management in SME by applying the framework of brand management. The finding can help SME managers or owners formulate branding strategies that strengthen SMEs. However, the results also show that some respondents argued about the unimportance of brand management.

Innovative digital technologies in the concept development of brand equity management

The concept of branding takes a special place in the system of entrepreneurship. Development of branding in trade is determined by pecularities of this field.. The article deals with relevance of branding use as a concept of company management. The basic concepts in the field of brand equity are analyzed and the main trends of brand cost valuation are investigated. Advantages of a brand strategy development are defined. Strategies for expanding the boundaries of brand use are presented. Innovativetools that increase the effectiveness of branding and influence the growth of brand equity are studied. These tools include the use of Big Data technologies for the collection and processing of information, improving marketing research used in situation analysis; the development of the Internet of things as an innovative direction for the formation of a marketing mix; the use of mobile technologies. Pecularities of brand management activity in running an organization are considered. The main directions influencing increase of the market value of a company are given. The role of the value-based approach as a criterion for the success of the company’s activities in brand management is defined.

BRAND EQUITY MANAGEMENT: INTERBRAND METHOD

Today, the brand is considered to be the most important element of the intangible assets of the company. Thus brand and value within a brand is one of the most important concepts in marketing. The brand equity is the term that represents the added value of products and services, and this value is reflected in everything that consumers think, feel and make in relation to the brand. Recipients of the added value can be consumers or companies. In the global economy, effective brand equity management is of crucial importance in identifying consumer needs and preferences, and satisfying them to overcome consumer expectations, thereby increasing the value of the brand, and thus the value of the company, ensuring market survival and establishing the basis for further growth and development. Strong brands affect business results primarily through the impact on three key stakeholder groups: consumers, employees and investors. The Interbrand method for brand valuation was designed to take into account all three groups of stakeholders. The basics of the model are the following components: the analysis of the financial results of branded products or services, the analysis of the brand's role in purchasing decisions and the competitor's brand strength. The goal of this paper is to identify the elements that most influence the creation and maintenance of brand equity, and analyze the positioning and value of the most successful globally traded brands based on the Interbrand methodology.

Effect of Brand Equity on Consumer Buying Behavior

The purpose of this paper is to propose and test a model for getting a more comprehensive understanding of brand equity. It aims to analyze the effects of this construct on consumer’s responses using two European countries' data. SEM structural equation modelling was used through which the hypotheses were tested. Measurement invariance and stability of the model across the two national samples were fairly assessed by using multi-group confirmatory factor analysis. The results indicate that dimensions are inter-relatable to brand equity. There is a positive link between brand awareness which impacts brand associations and perceived quality. Brand loyalty is highly relatable by brand associations. At last, all of these are interlinked with brand equity linked to perceived quality, brand associations & brand loyalty. These possible findings link the positive impact of brand equity on the responses of consumers. The proposed general framework is generalized across all nations. Only a few differences were observed. A few in stock of a set of product categories, brands and countries were used. The practical implications of the study provide essential implications for brand equity management. These financial metrics can fit with consumer-based equity measures to better check brand performance over time against competitors to increase quality standards against others. Favourable feedback results in better branding. Moreover, the proposed model using data from a sample is used to study the limited international brand equity literature in two countries. It also enlightens the brand equity literature by empirically in-depth analyzing the relationships between consumer-based brand equity dimensions and their effects on consumers’ responses.