Perceived Brand Equity Research Articles

Propagandas de apelo emocional e utilitário: efeitos na atitude do consumidor e na percepção do brand equity de um celular Samsung

The appeals of advertising can be divided into utilitarian and emotional. The utilitarian appeal is dominated, above all, by the cognitive level of individuals; And the emotional appeal involves as many cognitive as affective levels, being more dominated by the latter (Spangenberg, Voss, & Crowley, 1997). Thus, this research aims to analyze how advertising appeals influence the attitude of consumers and their perception of brand equity to an eminently utilitarian product. The present study is quantitative and causal and it allowed to obtain evidences of cause and effect relations of the propaganda stimulus (utilitarian and emotional appeal) with the investigated constructs. The findings show that the functional aspects of the utilitarian product are not better evaluated by adding an emotional appeal in the advertisement, the advertising of emotional appeal influences in a positive way the consumer's attitude and, in relation to the perception of the brand equity, only the perceived quality of the brand was positively influenced by the advertising of emotional appeal, having no effect on the other variables, brand loyalty, memories and associations to the brand and the overall value of the brand.

Sustaining Thai SMEs through perceived benefits and happiness

PurposeThis paper aims to examine the relationship between stakeholders’ perceived benefits and happiness of small and medium-sized enterprises (SMEs) that follow Thai’s corporate sustainability practices, called sufficiency economy, and their impact on stakeholder–company relationship quality and firm performance outcomes.Design/methodology/approachDerived from the literature, a structural model, expressing the relationship between stakeholders’ perceived benefits and happiness of SMEs and their impact on stakeholder–company relationship quality and firm performance outcomes, was developed. A questionnaire survey was conducted with 636 stakeholders from sufficiency economy SMEs in Thailand. Structural equation modeling was used to test the model.FindingsResults indicate that utilitarian benefits, and hedonic and eudaimonic happiness impact enhanced stakeholder–company relationship quality with the firm to varying degrees. Different levels of relationship quality also impact perceived corporate reputation and perceived brand equity differently.Originality/valueThis study is among the first that identifies the positive impact of happiness on corporate sustainability performance.

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

Güven, iletişim ve empati bağlamında ilişkisel pazarlamanın tüketici temelli marka değerine etkisi: GSM operatör kullanıcıları üzerinde bir uygulama

Firms aim to create a strong connection with the customer to decrease customer losses in order to have a sustainable competitive advantage in an increasingly competitive environment. A firm’s target with this strategy is to have long term relationship which will bring a greater profit, rather than short term. With relationship marketing; trust, empathy, commitment in the minds of customers and communication factors create an effective communication between customers and the firm. This relationship created by the firm, not only makes the firm essential for the customer, but also motivates the customer. As a result of this, brand awareness, association of the brand, loyalty to the firm and quality perception will improve. This uniformity of the brand and the firm will affect perceived brand equity and therefore will create brand loyalty. Thanks to brand loyalty, attractiveness of the other alternatives against the brand will decrease, therefore costs of being a customer will decrease as customer creates a uniformity with the brand which is perceived as high brand equity. In addition to this, customer will share their positive experiences about the brand with their kith and kin and will help the brand to gain new customers. In this regard, the data obtained from 267 GSM users studying at the Faculty of Economics and Administrative Sciences of Dumlupınar University were analyzed and it was tried to determine to what extent the relationship marketing applications a ffected the brand equity perceived by customers. The results show that empathy has a significant effect on brand associations and perceived quality, while communication has a significant effect on brand associations, brand loyalty and perceived quality which are the dimensions of brand equity. However, trust has been reached that there is no meaningful effect on brand equity dimensions.

The Impact of Perceived Brand Equity on Customer Satisfaction: with Special Reference to Emerging Tourism Destinations

The Impact of Perceived Brand Equity on Customer Satisfaction: with Special Reference to Emerging Tourism Destinations

Agricultural Show Awards: A Brief Exploration of Their Role Marketing Food Products

ABSTRACTDrawing on interviews with 12 agriculture show winners across a range of different food industries, this report provides a preliminary analysis of the role that agricultural show awards play in branding and marketing food products for commercial sale. In keeping with findings from previous studies, show awards were found to be regarded by producers as prestigious, signifying product excellence. Further, the assessment of the quality of products, the opportunity to receive expert feedback on new products, and a comparative, competitive effect of the show system was found to provide a mechanism to improve quality, helping to support industry standards and foster a culture of innovation. Show awards were identified as especially important in supporting small-scale entrepreneurial endeavors that depend on niche marketing strategies. However, winning awards was shown to contribute more to perceived brand equity of products rather than actual economic gain. To strengthen the impact of show success, participants indicated the need for increased consumer awareness of the meaning of the awards. The authors identify key future directions research could take to maximize the impact of agricultural award systems on the businesses of competitors.

Exploring antecedents and consequences of young consumers’ perceived global brand equity

Purpose With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA. Design/methodology/approach A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships. Findings Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance. Research limitations/implications The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments. Practical implications Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands. Social implications Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands. Originality/value This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.

Wpływ aktywności online polskich konsumentów dotyczącej marek na kapitał marki bazujący na konsumencie

The ways consumers communicate, collaborate and connect with others have been altered by social media. As a result, research- ers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. The authors aimed to understand more on the impact of the consumption, contribution, and creation of brand-related content on consumer’s perception of brand equity. To uncover the research gap the authors investigated 766 social media users in order to observe the effects of consumer’s online brand-related activities (COBRA) on consumer’s based brand equity (CBBE) by using a standardized online survey throughout Poland. To test the conceptual model, there were 203 brands from various branches analyzed. When analyzing the data, the structural equation modeling technique was applied. The results of the empirical studies showed that that consumer’s engagement with consumption, contribution, and creation of brand-related activities positively influ- ence their perceptions of brand equity.

Perceived Brand Equity in Professional Sports Teams: A Zimbabwean Consumers’Perspective

Perceived Brand Equity in Professional Sports Teams: A Zimbabwean Consumers’Perspective

New Conjoint Approaches to Scaling Brand Equity and Optimising share of Preference Prediction

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares. This article proposes two new approaches to scale customer-based brand equity using repeated measures and structural equation modeling and to estimate the share of preferences on the basis of a randomized first choice. The outcome is a new tool to predict accurate preference shares, taking into account product utilities (estimated by rating-based conjoint analysis) and the brand equity related to product attributes (estimated as a latent variable with structural equation modeling). An example with three products illustrates this new approach.

Investigating the role of fan club membership on perceptions of team brand equity in football

Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and non-members, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n=2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions.

Fool’s Gold? Assessing the Impact of the Value of Airline Loyalty Programs on Brand Equity Perceptions and Share of Wallet

Despite substantial investments in loyalty programs, hospitality industry managers and marketers are given little evidence regarding the loyalty programs’ overall effectiveness in driving consumer spending. This study of an airline’s loyalty program demonstrates the importance of brand power and the influence of customer characteristics on the value the loyalty program has on share of wallet. While loyalty programs in their current form do provide some brand building benefits, their effect on share of wallet is significantly stronger for price-seeking customers who are prone to brand switching. In contrast, the loyalty program has no direct effect on share of wallet for brand-loyal customers. The study also demonstrates the power of high-equity brands, which enjoy differentially higher gains from their loyalty programs than low-equity brands can experience. Thus, this airline’s loyalty program does provide some benefit, but perhaps not in the way the company wishes. The industry should consider their customers’ permanent characteristics (i.e., their level of loyalty or willingness to switch brands) and revise these programs to ensure that they continue to deliver value to a firm’s best customers rather than just attracting brand switching customers.

Measurement of Brand Equity at the Facility Level in Accommodation Sector and an Application

Today, the intense competition in the tourism market, rapid development of information and communication technologies, increase of the customer knowledge and experience have increased the need for product differentiation. This situation has led to more emphasis to brands. Intangibility of touristic products is exacerbated by the need for labeling and branding can be used as an effective marketing tool in the sector. A good brand adds value to the tourism product and it is more effective in the selection of accommodation of customers. Therefore, to determine tourists' perception of brand equity is very important. In the literature, the components used in the measurement of brand equity can be listed as brand awareness, perceived quality, brand associations and brand loyalty. In our study, the effect of the brand components on the choice of the accommodations will be determined. For this purpose, customers' perception of the brand equity which is effected in choosing a hotel will be measured in an accommodation facility in the city centre of Bursa in Turkey.

Perceived Brand Equity in Professional Sports Teams: A Zimbabwean Consumers’Perspective

The study explored the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football teams and developed a strategic brand management framework that can bridge existing practical and theoretical knowledge gaps in the management of sports brands in the country. The study was grounded on the exploratory sequential mixed methods research design. In the qualitative strand of the study, data was collected by means of such qualitative data collection procedures as, free-thought listing, semi-structured interviews and focus group discussions. The findings from the qualitative phase were used to generate data collection instruments for questionnaire survey and assess the overall prevalence of the variables that were identified in the first phase from a large number of users of football brands.  The NVivo 10 and SPSS version 21.0 software packages were used to analyze qualitative and quantitative data, respectively. The study identified and classified the antecedents of brand perceptions held by Zimbabwean consumers for professional sports teams into consumption experience-trigged antecedents, significant others-triggered antecedents and sports entity-triggered antecedents. The results show that fan loyalty trends for local professional football teams function in tandem with the ethnic identity systems in the country. However, the globalization of football has led to the dilution of national particularities in the game. The findings support the conceptualization of   perceived brand equity in as an aggregate of brand awareness and brand associations. Zimbabwean consumers of football brands perceived European professional football teams as the market leaders in their brand category .South African professional football teams were ranked second and Zimbabwean professional football teams were positioned at the bottom of the brand leadership rankings in the minds of Zimbabwean consumers of football brands. The study illustrated how the brand the perceptions held by Zimbabwean corporate and individual consumers for professional football teams have generated negative and positive market consequences.  

Factors enhancing word-of-mouth influence: positive and negative service-related messages

Purpose – This study aims to examine the effects interpersonal, service product and message factors has on positive and negative word of mouth's (WOM) influence. The study also sought to address the impact WOM had on changes in people's willingness to use a service provider. Design/methodology/approach – A total of 495 consumers who had received positive WOM and 505 who had received negative WOM in the prior 12 months completed an online survey. The sample was recruited through a national online consumer panel provider. Findings – Positive WOM was more effective and positive WOM messages had a greater effect on people's willingness to use a service than did negative WOM. Paradoxically, the strength of WOM and interpersonal factors had more impact on the influence of negative WOM, while brand equity enhanced positive WOM and acted as a buffer to negative WOM. Research limitations/implications – The study was conducted in a services context and may not necessarily be generalizable to product contexts. Further, the factors enhancing WOM in online contexts need to be examined, although the present model's constructs (e.g. homophily) are not equivalent in this context. Practical implications – Different circumstances may enhance or detract from the influence of positive and negative WOM. Managers should maximise the verbal strength of positive WOM messages and generate positive brand equity perceptions, as this offers a buffer to negative WOM. Recommendations also include addressing customer education and socialisation to enhance WOM message influence. Originality/value – The study extended prior WOM research by addressing interpersonal, service product and message factors, as well as the change in intended behaviour for positive and negative WOM.

Customer Perceived Brand Equity in Measuring Consumption Preference towards Local and Imported Products: A serial Studies on Urban and Suburban Level of Indonesia Society in Greater Jakarta

This study generally aims to analyze how the preferences of Indonesian as a customer in consuming local and imported products. The specific purpose of this study is to confirm measurement tools of the customer perceived brand equity, which are product country image, culture, marketing mix, and product quality. The result of this study indicates that Indonesian consider much about the marketing mix and product quality, while not so much considering culture. The product country image on the other hand gives the opposite effect. It is significantly related but has negative impact to the customer preference. This study is expected to provide insight on factors that contribute to form customer preference, consumption, and behavior in consuming local and imported product. It is expected that this study can bring impact in increasing local product competitiveness so that local and imported product could compete equally. Keywords: Customer Perceived Brand Equity (CPBE), consumption preference, culture, product coun-try image, product quality

The effects of service on multichannel retailers ' brand equity

Purpose – This research aims to provide insight on the interactive effects of service quality and e-service quality on perceptions of retailer brand equity and also extend and test the efficacy of Baker ' s service environment typology in both offline and online service experiences. Design/methodology/approach – A within-subjects, simulated shopping experience immerses consumers in both offline and online shopping environments and, subsequently, consumers are surveyed regarding both offline and online quality as well as aggregated evaluations of retailer brand equity. Findings – Results demonstrate that consumer perceptions of offline and online service quality have a positive effect on retailer brand equity and service quality and e-service quality interact, such that e-service quality has a stronger effect on brand equity offline quality is low. The results also support the application of offline service environment frameworks for online retailing. Research limitations/implications – The results demonstrate the applicability of Baker ' s typology in both online and offline environments and reveal that customer perceptions of offline and online operations can interact to affect global attitudes toward the retailer. Practical implications – The results suggest that retailers can improve quality perceptions by enhancing both their offline and online service environments and that these quality improvements can result in enhanced consumer perceptions of brand equity. Originality/value – This study provides a first look at the applicability of offline frameworks for the service environment in an online context. Moreover, the results provide an initial assessment of how consumers update global attitudes toward a brand by consolidating perceptions across both offline and online interactions.

The role of international tourist perceptions of brand equity and travel intention in culinary tourism

Brand equity is becoming increasingly important, and research has started to examine the brand equity of tourist destinations. However, little research has studied the inter-relationship between the dimensions of brand equity in culinary tourism. The purpose of this study is to examine the roles of the three aspects of brand equity in culinary tourism. The Sobel test in line with Baron and Kenny's procedure was used to test the hypotheses in a sample of 407 international tourists from 10 regions. The empirical evidence supports the process-oriented view and indicates that brand loyalty could mediate the effects of brand image and perceived quality on travel intention. The findings of this study contribute to the theoretical development of a conceptual model and fill the gap in the literature.

Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context

The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service) context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis supports a fully mediated role of the trust–commitment framework in explaining the hypothesized outcomes. The study complements theoretical perspectives on endorser effects, and suggests a relationship facilitating role of celebrity endorsements.

Mobile marketing and consumer perceptions of brand equity

PurposeThe purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand.Design/methodology/approachThe experimental study was based on a 4×2 between‐subjects design, with four levels of message types (personalization, interactivity, general, and no message control) and two levels of permission (with and without permission). Structural equation modeling was utilized to test the hypotheses.FindingsSMS marketing is found to have a significant positive impact on brand awareness and perceived quality. Personalized, interactive, and general messages are effective for building brand awareness, and general and personalized messages positively influence perceived quality. With the right choice of message, explicit permission enhances the effects of SMS marketing on brand association.Research limitations/implicationsThe experiment was conducted over a period of one month, with three SMS ads sent to each subject. Future research could extend the trial period and increase the number and variation of ads to confirm validity of the results.Practical implicationsAs text message ads have a strong impact on brand awareness, marketers should focus on using text messages as reminders or updates rather than for complete marketing campaigns. They should also focus on offering permission‐based customers personalized information.Originality/valueThis is among the first mobile marketing experiments in a real‐life setting. Real text‐based promotions from an existing brand (Au Bon Pain) were tested on consumers. This approach creates a natural ad‐processing situation for participants, thus increasing the internal validity of the experiment.