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Journal articles on the topic 'Brand association'
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Henderson, Isaac Levi, Mark Avis, Wai Hong Kan Tsui, Thanh Ngo, and Andrew Gilbey. "Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls." Sustainability 15, no. 2 (January 12, 2023): 1450. http://dx.doi.org/10.3390/su15021450.
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The authors identify a new type of brand concept, which they term as a compound brand. Compound brands have their brand associations multi-created such that the focal brand entity, their tenants, and ancillary entities all act as sources of primary brand associations. To test the possibility of compound brands, two potential compound brands are studied, airports and shopping malls. This was completed by undertaking 480 semi-structured interviews (240 for each entity) to identify the underlying brand association structure and which associations are important for consumer brand choice. Thematic analysis was used to analyse the qualitative data. Participant responses support that compound brand association structures are created by the focal branded entity (e.g., an airport), its tenants (e.g., shops and restaurants), as well as ancillary entities (e.g., location and customers). The contributions of tenants and ancillary entities towards the brand association structures of airports and shopping malls were also statistically significant with large effect sizes. A continuum exists as to how much of the compound brand’s association structure is created by its tenants, with statistically significant differences between airports and shopping malls in terms of how much tenants contribute to overall brand association structures for the compound brand.
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CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers." Journal of Economics and Behavioral Studies 7, no. 3(J) (June 30, 2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.
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This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.
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Dada, Muhammad Habib. "Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity." Journal of Marketing Strategies 3, no. 1 (June 4, 2021): 29–43. http://dx.doi.org/10.52633/jms.v3i1.33.
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The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.
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Kovács, László, András Bóta, László Hajdu, and Miklós Krész. "Brands, networks, communities: How brand names are wired in the mind." PLOS ONE 17, no. 8 (August 25, 2022): e0273192. http://dx.doi.org/10.1371/journal.pone.0273192.
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Brands can be defined as psychological constructs residing in our minds. By analyzing brand associations, we can study the mental constructs around them. In this paper, we study brands as parts of an associative network based on a word association database. We explore the communities–closely-knit groups in the mind–around brand names in this structure using two community detection algorithms in the Hungarian word association database ConnectYourMind. We identify brand names inside the communities of a word association network and explain why these brand names are part of the community. Several detected communities contain brand names from the same product category, and the words in these categories were connected either to brands in the category or to words describing the product category. Based on our findings, we describe the mental position of brand names. We show that brand knowledge, product knowledge and real word knowledge interact with each other. We also show how the meaning of a product category arises and how this meaning is related to brand meaning. Our results suggest that words sharing the same community with brand names can be used in brand communication and brand positioning.
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Thellefsen, Torkild, and Bent Sørensen. "What brand associations are." Sign Systems Studies 43, no. 2/3 (November 30, 2015): 191–206. http://dx.doi.org/10.12697/sss.2015.43.2-3.03.
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The American polyhistor Charles Sanders Peirce stated that association is the only active force in the mind; and since any meaning of a brand is created through countless associations among the brand users, branding seems to be a cognitive vis-à-vis semeiotic process. In literature on brands the concept of association is by no means new; however, if we take a look at some of the leading and dominant brand researchers, their definitions of associations seem to lack academic depth. We hope to contribute to this hitherto missing depth by applying Peirce’s understanding of associations.
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Sharma, Rajesh. "Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions." Metamorphosis: A Journal of Management Research 16, no. 1 (May 12, 2017): 45–59. http://dx.doi.org/10.1177/0972622517702187.
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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.
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Boisvert, Jean. "Conceptualisation and Modelling of the Process behind Brand Association Transfer." International Journal of Market Research 53, no. 4 (July 2011): 541–56. http://dx.doi.org/10.2501/ijmr-53-4-541-556.
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Although the concept of affect transfer has been addressed by many in the literature, the process underlying the transfer of brand associations from parent brands to their extensions is still unclear despite important theoretical and managerial implications. This paper proposes to conceptualise and model the empirical process underlying such transfer. The findings reveal that the capability of a parent brand to transfer specific brand associations to a line extension depends on an optimisation process where strong transfer occurs only when repeated measures of the same associations are not statistically distinct. Conversely, the transfer is limited when the statistical difference is either positive or negative in repeated measures. When the difference is positive, the extension appears to already ‘own’ the association in comparison to the parent brand and when negative the association is not compatible with the extension. The methodological and managerial implications of brand association transfer are discussed.
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Jafari Drabjerdi, Jamshid, Masoud Arabi, and Maryam Haghighikhah. "Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products." International Journal of Business and Management 11, no. 4 (March 15, 2016): 265. http://dx.doi.org/10.5539/ijbm.v11n4p265.
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<p>Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.</p>
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Rintoul, Duncan, Homa Hajibaba, and Sara Dolnicar. "Comparing Association Grids and ‘Pick Any’ Lists for Measuring Brand Attributes." International Journal of Market Research 58, no. 6 (November 2016): 779–93. http://dx.doi.org/10.2501/ijmr-2016-052.
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Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey. The association grid is a multiple response matrix used to measure brand image associations for a number of brands at the same time. Attributes are usually presented as rows, and brands in columns, allowing respondents to select each association they perceive to be true (e.g. Coca Cola – Popular). Our results indicate that larger association grids are answered considerably faster, but are heavily prone to evasion bias and perform worse when it comes to drop-out, comprehension and attention to the task. Smaller association grids have no ill effect on the respondent experience, but are also devoid of material benefit in terms of field time or data quality. As a tool for measuring brand-image association, the association grid is therefore not recommended.
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Lu, Jinzhao, and Yingjiao Xu. "Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity." Journal of Product & Brand Management 24, no. 4 (July 20, 2015): 365–76. http://dx.doi.org/10.1108/jpbm-05-2014-0593.
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Purpose – This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between global and domestic sportswear brands in the Chinese market, this study also aims to examine the impact of country of origin on Chinese young consumers’ behavior toward sportswear brands. Design/methodology/approach – A survey with street intercept method was conducted in Shanghai to collect data for this study. Multiple independent t-tests and structural equation modeling (SEM) with bootstrap method were used to test the hypotheses. Findings – The SEM results indicate a significant influence of brand self-congruity on consumers’ brand association and perceived quality, which, in turn, influenced consumers’ brand loyalty. The multiple t-test results suggest a significant difference between Chinese and global sportswear brands in terms of consumers’ brand association and attitudinal brand loyalty. No significant difference was found in terms of consumers’ behavioral brand loyalty. Research limitations/implications – The main limitation of this study comes from the convenience student sample. Practical implications – First, brands need to strategically design the brand image to represent the largest segment of the target market. Second, while global brands could focus on their pricing strategies, domestic brands need to focus more on maintaining a positive brand association in consumers’ mind. Originality/value – This study contributes to the growing research on the self-congruity perspective of brand loyalty by empirically confirming the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Chinese sportswear market.
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James, David. "Guilty through association: brand association transfer to brand alliances." Journal of Consumer Marketing 22, no. 1 (January 2005): 14–24. http://dx.doi.org/10.1108/07363760510576518.
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Lourenção, Marina Toledo de Arruda, and Janaina de Moura Engracia Giraldi. "Development of an identity model for sector brands." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (July 10, 2017): 317–40. http://dx.doi.org/10.1108/jfmm-10-2016-0097.
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Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.
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Kunkel, Thilo, Daniel Funk, and Ceridwyn King. "Developing a Conceptual Understanding of Consumer-based League Brand Associations." Journal of Sport Management 28, no. 1 (January 2014): 49–67. http://dx.doi.org/10.1123/jsm.2011-0153.
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Existing research has primarily focused on sport teams as brands, overlooking the branding of professional sport leagues. Professional sport leagues are required to build and leverage their brand associations to be sustainable and to help affiliated teams. This study integrated existing team brand association research with brand architecture literature to examine league brand associations from a consumer perspective. A freethought listing pilot test (N= 22) was followed by semistructured interviews (N= 26) to uncover 17 brand associations linked with professional sport leagues. Online questionnaires among consumers of four sport leagues in Australia (N= 1182) were used to support 17 distinct identified league brand associations. One samplettests and correlation analyses empirically revealed that 17 league brand associations were linked with attitudinal and behavioral outcomes related to sport leagues. Finally, ANOVAs identified that some league brand associations differed between four leagues as perceived by consumers, reflecting league specific characteristics.
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Guo, Wenqiu, and Liying Zhou. "Influence factors of customer-based brand equity: A study on China mobile phone industry." International Journal of Financial Engineering 08, no. 01 (March 2021): 2050050. http://dx.doi.org/10.1142/s2424786320500504.
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Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.
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Gordon, Brian S., and Jeffrey D. James. "The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting." International Journal of Business Administration 8, no. 3 (May 4, 2017): 55. http://dx.doi.org/10.5430/ijba.v8n3p55.
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The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer’s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a consumer-based brand equity model based on Keller’s (2003a) brand equity pyramid that explains how consumer perceptions influence brand resonance. Data were collected from a general consumer sample (n = 787) in a mid-sized southeastern community in order to validate the consumer-based brand equity model. The results from an examination of the structural model confirmed a significant relationship between brand awareness and brand associations as posited by previous research. Brand associations were found to have a significant impact on a consumer’s cognitive evaluation (brand superiority) and affective response (brand affect) to a focal brand in the service realm. Further, this study highlighted the important role that emotions play in the process of building strong brand equity. Cumulatively, these findings revealed that two attitudinal constructs (brand superiority and brand affect) played a differential role in the brand association-brand resonance relationship in the services context.
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Wasil, Mohammad. "Pengaruh Brand Awareness, Brand Association, dan Percieved Quality." FORUM EKONOMI 19, no. 2 (January 10, 2018): 137. http://dx.doi.org/10.29264/jfor.v19i2.2120.
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After a literature review and hypothesis formulation, data collected through questionnaire method to 82 people consumer of water purifiers Forbes in Samarinda which is obtained by using the purposive sampling technique. Thisresearch was conducted by using multiple linier regression. The conducted and analysis of data obtained with quantitative data. Quantitative data analysis are includes of : multiple regression analysis, hypothesis testing with the t test and F test, also the analysis of the correlation coefficient (R), and coefficient of determination (R ²).Based on the results of the observation, obtained the following regression equation : Y= 0,834 + 0,106X1 + 0,490X2 + 0,244X3Where the purchase decision variable (Y), brand awareness (X1), brand association (X2), and the perceived quality (X3). testing the hypothesis using the t test showed that the three independent variables brand awareness, brand associations, and perceived quality, positive influence on purchasing decisions. Coefficient of regression equal to (R) 0621a is translated into a table that all the variables of brand awareness, brand associations, and perceived quality, has a very strong influence on the consumer's decision to purchase a water filter Forbes. Asses R2 equal to 0,386 it means 38,6% variable purchase decision (Y) is influenced by three independent variables (X) and the remaining 61.4% is explained by other variables not included in this study. Keyword : purchasing decision, brand awareness, brand associations, andb perceived quality
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Vriens, Marco, Song Chen, and Judith Schomaker. "The evaluation of a brand association density metric." Journal of Product & Brand Management 28, no. 1 (February 11, 2019): 104–16. http://dx.doi.org/10.1108/jpbm-02-2018-1768.
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Purpose The purpose of this paper is to propose a new brand association density metric and evaluate its performance in terms of correlations with recall, consideration, brand equity and market share and to compare different data collection methodologies to identify brand associations. Design/methodology/approach The authors present results from two studies covering three product categories. The authors use an open free association question and associations to a set of pre-defined brand attributes. The responses to the open free format question are text-mined prior to further analysis. Findings The authors find that the brand association density metric performs better than a metric that only uses the number of distinct associations. The authors also find that these metrics work best when derived from open free association data. Practical implications First, in addition to focusing on trying to build specific brand associations in consumers’ minds, it may be equally important, if not more important, to manage the number and inter-connectedness of the brand’s associations. Second, firms should complement their existing survey approaches with open-ended free association questions. Originality/value The brand association density concept presented is believed to be new. The empirical comparison between the use of free association to pre-defined attributes is also new.
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Ueda, Masao. "Collection of Brand Association for Brand Management." Kodo Keiryogaku (The Japanese Journal of Behaviormetrics) 40, no. 2 (2013): 115–22. http://dx.doi.org/10.2333/jbhmk.40.115.
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Till, Brian D., Daniel Baack, and Brian Waterman. "Strategic brand association maps: developing brand insight." Journal of Product & Brand Management 20, no. 2 (April 19, 2011): 92–100. http://dx.doi.org/10.1108/10610421111121080.
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Brexendorf, Tim Oliver, and Kevin Lane Keller. "Leveraging the corporate brand." European Journal of Marketing 51, no. 9/10 (September 12, 2017): 1530–51. http://dx.doi.org/10.1108/ejm-07-2017-0445.
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Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. Design/methodology/approach This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review, the authors provide an overview of the domain and derive avenues for future research. Findings Research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio. In particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture. Research limitations/implications More empirical research is needed to understand the reciprocal relationship and transfer between corporate and product brand associations and equity. Practical implications A corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. This paper discusses perceived corporate brand innovativeness as one particularly important corporate brand association. Originality/value The authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature. Much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected.
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Nawawi, Syukron, and Sulis Riptiono. "Pengaruh Brand Awareness dan Brand Association Terhadap Brand Equity dengan Brand Loyalty sebagai Variabel Intervening." Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA) 2, no. 2 (April 30, 2020): 166–83. http://dx.doi.org/10.32639/jimmba.v2i2.459.
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Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness dan brand association terhadap brand equity melalui brand loyalty pada konsumen Le Minerale di Kabupaten Kebumen. Pengumpulan data dilakukan dengan kuesioner, dengan menggunakan Skala Likert 4. Penelitian ini mengambil sampel 100 responden pada konsumen Le Minerale. Hipotesis diuji menggunakan program SPSS 25.00 for windows. Hasil penelitian ini menunjukan bahwa brand awareness berpengaruh signifikan terhadap brand loyalty. Brand association berpengaruh signifikan terhadap brand loyalty. Brand awareness berpengaruh signifikan terhadap brand equity. Brand association berpengaruh signifikan terhadap brand equity. Brand loyalty berpengaruh signifikan terhadap brand equity. Brand awareness berpengaruh signifikan terhadap brand equity melalui brand loyalty. Brand association berpengaruh signifikan terhadap brand equity melalui brand loyalty.
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Jin, ChangHyun, MoonSun Yoon, and JungYong Lee. "The influence of brand color identity on brand association and loyalty." Journal of Product & Brand Management 28, no. 1 (February 11, 2019): 50–62. http://dx.doi.org/10.1108/jpbm-09-2017-1587.
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PurposeThis study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.Design/methodology/approachFocus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.FindingsThe results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.Research limitations/implicationsThe generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.Practical implicationsIn marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.Originality/valueRegarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.
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Jakubanecs, Alexander, Magne Supphellen, Alexander Fedorikhin, Hege Mathea Haugen, and Njål Sivertstøl. "Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context." International Journal of Market Research 61, no. 5 (March 29, 2019): 518–33. http://dx.doi.org/10.1177/1470785319838419.
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The objective of this article is to show the effects of the use of Free Association Technique on the elicitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms. The use of Western techniques for eliciting brand emotions may prove challenging for marketers in East Asian markets because of the different styles of thinking and feeling of consumers in the West versus East Asia. This investigation focuses on the role of visual context (individual vs social), in which brands are presented when eliciting brand associations in the West and in East Asia. The study shows that elicitation context significantly influences the type of brand emotions and functional associations across two distinct cultures: Norway and Thailand. Consumers’ self-construal and thinking style mediate the effects of culture, as interdependent self-construal and holistic thinking explain more context-dependent brand emotions generated by Thai than Norwegian consumers. This research has important implications for studying and managing brand associations and emotions across markets. The traditional view of brands as possessing abstract, stable associations, and emotions should be reconsidered in the East Asian cultural context. Marketing managers should adapt established Western elicitation techniques to the characteristics of East Asian consumers to increase their validity.
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UNTARINI, NINDRIA. "Pengaruh Asosiasi Merek Berdasarkan Fungsi Merek Produk Hand and Body Lotion Citra terhadap Loyalitas Merek di Surabaya." BISMA (Bisnis dan Manajemen) 3, no. 2 (June 6, 2018): 186. http://dx.doi.org/10.26740/bisma.v3n2.p186-205.
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The research has been conducted in order to investigate which brand association have strongest effects on consumer behavior. Some of these works only adpot a theoretical perspective, without performing an empirical test. Moreover, several of the empirical studies made analyzes the overall relation between brand association and consumer response, without considering the different dimensions of brand association. This research attempts to study the influence of brand associations based on the brand functions through the dimensions of guarantee, personal identification, social identification, and status on brand loyalty in the consumer’s willingness to brand rebuying, recommend it to others and pay a price premium for the brand. The research was aimed at users of Citra hand and body lotion brand in Surabaya that had bought Lee Cooper jeans maximum in the last six months at stores which sell Citra hand and body lotion product in Surabaya, based on the non-probabilistic purposive sampling. The method of analysis used is Correlation Canonical Analysis, which is part of multivariate analysis. The Primary data were processed using Statistica 6.0 program with 385 sample. The result show that canonical loading test for each canonical variate for both variable set (independent variable and dependent variable) have loading exceeding 0,5. This indicates a high degree of intercorrelation among brand associations based on brand function through dimensions of guarantee, personal identification, social identification, and status on bran loyalty in the consumer’s willingness to brand rebuying, recommend it to others, and pay a price premium for the brand. Based on, size of the weights, the order of contribution of independent variable to the first variate is guarantee (0,522), and the dependent variable order on first variate is willingness to brand rebuying for the brand (0,842). And from hypotheses test, the results show there is the influences of brand association based on function through the dimensions guarentee, personal identification, social identification, and status (partial and simultant) on brand loyalty in the consumer’s willingness to brand rebuying, recommend it to others, and , pay a price premium for the brand. Future research would also be interesting to conduct a comprehensive multicategori analysis in order to identify the relative importance of various brand functions in different product categories, the more various sampling techniques and more samples, and selection of other brands so that to represent all users jeans in Surabaya.
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KASHIF, MUHAMMAD, SITI ZAKIAH MELATU SAMSI, and SYAMSULANG SARIFUDDIN. "BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND." Revista de Administração de Empresas 55, no. 4 (August 2015): 432–43. http://dx.doi.org/10.1590/s0034-759020150407.
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ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.
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Crawford Camiciottoli, Belinda, Silvia Ranfagni, and Simone Guercini. "Exploring brand associations: an innovative methodological approach." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 1092–112. http://dx.doi.org/10.1108/ejm-12-2011-0770.
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Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching. Findings – The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants. Practical implications – The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies. Originality/value – The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.
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Brochado, Ana, and Fernando Oliveira. "Brand equity in the Portuguese vinho verde “green wine” market." International Journal of Wine Business Research 30, no. 1 (March 12, 2018): 2–18. http://dx.doi.org/10.1108/ijwbr-07-2016-0023.
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Purpose This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach Data were collected from a sample of wine consumers in Portugal through personal interviews (N = 200). Structural equation modelling was then applied to study the causal relationships between brand equity and its dimensions (i.e. brand loyalty, brand awareness, perceived quality and brand association) for top-of-mind green wine brands, based on Aaker’s conceptual Framework (Aaker, 1991). Findings The study’s results reveal that brand loyalty is the most influential dimension of brand equity for Portuguese green wine and that the links between brand equity and both brand association and perceived quality are significant. These findings can help Portuguese wineries to prioritise – and allocate resources across – brand equity dimensions. Originality/value Although the literature identifies dimensions of brand equity in other industries, the literature on the wine market is still sparse. This study, therefore, contributes to expanding this body of knowledge.
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Schmitz, Anne, and Nieves Villaseñor-Román. "Do Brands Matter in Unlisted Firms? An Empirical Study of the Association between Brand Equity and Financial Performance." Administrative Sciences 8, no. 4 (October 25, 2018): 65. http://dx.doi.org/10.3390/admsci8040065.
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In spite of the importance of the brand management in marketing studies and practice, there is a scarcity of prior research on the links between brand equity and financial performance, particularly in unlisted (unquoted) firms. The study contributes to prior research along a number of dimensions. It provides evidence on the relevance of brands for unlisted firms of several industries, by showing that brand equity is associated with financial performance even in non-quoted firms without world-recognized brands. Second, the study analyzes the association between brands and accounting-based measures of performance, across different windows and financial indicators. Finally, the evidence on earnings persistence is particularly relevant, as it potentially sheds light on the existing debate on the association between brand equity and stock markets. To the extent that firms with greater brand equity have more persistent earnings, current earnings contain greater information about future earnings, which show the relevance of brand management in the strategic planning of unlisted firms.
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Saijunus, Muhammad, and Siti Herawati. "Pengaruh Brand Association terhadap Brand Loyalty yang dimediasi oleh Brand Trust Pengguna GoPay di Kabupaten Bandung Barat." Studi Ilmu Manajemen dan Organisasi 3, no. 1 (April 25, 2022): 243–59. http://dx.doi.org/10.35912/simo.v3i1.936.
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Abstract: Purpose: To determine the effect of brand association on brand loyalty mediated by brand trust of GoPay users in West Bandung Regency is the aim of this reseach. Research methodology: This study used a quantitative approach with the object of GoPay. Data collected using an electronic questionnaire that has been tested for validity and distributed to 120 respondents. Data analysis used simple regression formula, multiple regression, and Sobel test. Results: The results showed that the brand association positive and significant impact on brand trust and brand loyalty, and brand trust is also positive and significant effect on brand loyalty, and brand trust mediating the effect of brand associations on brand loyalty. Limitations: This study is limited by population characteristics and loci, namely people who live in West Bandung Regency with an age range of 17 to 35 years. Contribution: Based on the results of the study, it can be concluded that GoPay needs to pay attention and improve their brand association properly to increase brand trust and brand loyalty to GoPay users. Keywords: 1. Brand association 2. Brand trust 3. Brand loyalty 4. GoPay 5. Bandung Barat
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Le, Lang Dang, and Buu Tan Le. "THE EFFECTS OF MARKETING TO THE COMPOSITION OF BRAND VALUE: RESEARCH IN THE BEVERAGE INDUSTRY." Science and Technology Development Journal 17, no. 3 (September 30, 2014): 45–60. http://dx.doi.org/10.32508/stdj.v17i3.1512.
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This study aims to explore the effects of some selected marketing mix elements on dimensions of brand equity. This isconducted on 10 beverage brands in Vietnam and employed both qualitative and quantitative methods, in which the former is used to develop items for measuring constructs while the latter is applied to verify scales, model and hypotheses. Result shows that model of brand equity consists of four components of brand awareness, brand association, perceived quality, and brand loyalty. In particular,brand awareness has a positive effect on perceived quality;brand association has a negative impact on perceived quality;perceived quality and brand association have a positive effect on brand loyalty; advertising has a positive impact on brand awareness and store image; advertising and sponsorship have a positive effect on the effectiveness of sales promotion; sales promotion, sponsorship and store image positively impact perceived quality; sales promotion negatively impact brand awareness; distribution intensity is positively related to brand awareness and brand loyalty but negatively affects store image. Also, product packaging is positively related to the effectiveness of advertising, sponsorship and distribution intensity. The result is believed to significantly contribute to marketing literature and benefit to brand makers.
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Harish, R. "Association between Brand Architecture and Brand Concept-An Exploration Based on Primary Survey." Ushus - Journal of Business Management 13, no. 4 (October 1, 2014): 41–62. http://dx.doi.org/10.12725/ujbm.29.4.
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This paper explores the linkage between brand concepts (functional, experiential, symbolic and relational) and brand architecture typologies (product, dual and corporate) considering popular and successful consumer brands marketed in India. This study in fact draws upon an earlier conceptual paper, which recommended a framework of strong relationships between brand concepts and brand architectures based on anecdotal evidence of prominent examples. But this framework had not been empirically tested out through analysis using a large sample from actual industry practice. Observation of data gathered in the present study (including through consumer survey) indicates that the relationships between brand architectures and brand concepts are in partial alignment with the framework proposed in the earlier study. The deviations are mainly due to various other factors which also influence the brand architectures of companies. Further research could also suggest some modifications to the BASE model itself, to suit specific contexts.
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Grimmer, Martin, and Dennis C. Grube. "Political branding: A consumer perspective on Australian political parties." Party Politics 25, no. 2 (May 25, 2017): 268–81. http://dx.doi.org/10.1177/1354068817710585.
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Why are voters in advanced democracies turning away from established mass parties to take their electoral chances elsewhere? This article draws on concepts from marketing scholarship, specifically branding and brand equity, to apply a ‘consumer’ lens that assesses the major parties in Australia as failing ‘brands’ being left behind by disillusioned voters. An initial sample of 200 voters were asked what words or phrases came to mind when they thought of each of four Australian federal political parties. The strength of associations for each party, elicited from this sample, was then validated on a broader sample of 1015 voters, in addition to whether the association was considered positive, neutral or negative. Data revealed distinct brand associations for each party and the extent of penetration and brand equity across subgroups of voters. We find that Australian mass parties are caught in a downward spiral of negative brand associations and low brand penetration, leading to voter dissatisfaction.
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Won, June, and J. Lucy Lee. "The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation." International Journal of Sports Marketing and Sponsorship 21, no. 2 (April 8, 2020): 285–303. http://dx.doi.org/10.1108/ijsms-09-2019-0100.
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PurposeThe purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.Design/methodology/approachThe research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorsed brand) x 2 (brand memory interference: interference vs. no interference) between-subjects factorial design.FindingsThe results indicate that (1) directional dominance influenced consumer brand interference, and directional dominance interacted with brand interference on (2) brand evaluation and (3) purchase intention in multiple brand portfolios.Originality/valueConsidering that conventional single-sponsor sponsorship or single-endorser endorsement portfolios are increasingly rare, research on concurrent circumstances of multiple endorsers and multiple endorsed brands in multiple brand portfolios was necessary. By expanding and reconceptualizing the context of brand networks, this study provides empirical evidence on how the dominance and directionality between endorser and (existing and newly) endorsed brands—an athlete endorser's strong pre-existing association with an existing endorsed brand in particular—influenced consumer brand interference and the brand evaluation in multiple brand portfolios.
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Hermaren, Vinna, and Adrian Achyar. "The effect of firm created content and user generated content evaluation on customer-based brand equity." INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia 2, no. 1 (July 31, 2018): 86–100. http://dx.doi.org/10.31842/jurnal-inobis.v2i1.63.
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The purpose of this paper is to investigate social media communication and its impact on customer-based brand equity. Compare two social media communication tools that are firm created content and user generated content. A total of 114 data sets developed through a standard online survey to investigate the impact of firm created content and user-generated content evaluation in social media on brand awareness / association, perceived quality and brand loyalty to the cosmetics industry in Indonesia. A mini survey was conducted to find out the types of cosmetic brands that do not perform ad campaigns in traditional media such as television to see clearly the influence of brand communication in social media against brand awareness and association. The author applies Structural Equation Modeling (SEM) techniques to investigate the effect of communication on social media on customer-based brand equity. The findings of this study indicate that evaluation of firm created content has a positive and significant impact on brand association / awareness, perceived quality and brand loyalty. Meanwhile, evaluation of user-generated content has significant effect only on brand awareness / association and perceived quality. In the dimensions of customer-based brand equity, only perceived quality is significantly influenced by brand awareness / association. This research is relevant for marketers for the development of corporate strategy, especially in the cosmetics industry that uses social media as a medium of communication to customers.
Keywords : Marketing, Firm created content, User generated content, Customer based brand equity, SEM
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Susanti, Vonny, Ujang Sumarwan, Megawati Simanjuntak, and Eva Z. Yusuf. "How to Manage Customer Satisfaction through Brand Association and Perceived Value Strategy." GATR Journal of Management and Marketing Review 4, no. 3 (September 21, 2019): 184–93. http://dx.doi.org/10.35609/jmmr.2019.4.3(3).
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Objective – The purpose of this study is to identify which factor has a stronger influence on customer satisfaction: perceived value or brand association. By understanding the influencer, the seller understands what policies and implications should be addressed to maintain and even enhance customer loyalty. Methodology/Technique – This empirical study uses a quantitative method and employs a PLS program to ensure a correlation between the constructs. Findings – The study concludes that brand association is a crucial determinant factor in customer satisfaction. Brand associations influence satisfaction relatively more than perceived value does. From the customer perspective, brand associations are affected more by salesman personality than brand image. Type of Paper: Empirical Keywords: Brand Association; Brand Image; Perceived Value; Salesman Personality; Satisfaction. Reference to this paper should be made as follows: Susanti, V; Sumarwan, U; Simanjuntak, M; Yusuf, E.Z. 2019. How to Manage Customer Satisfaction through Brand Association and Perceived Value Strategy, J. Mgt. Mkt. Review 4(3) 184 – 193 https://doi.org/10.35609/jmmr.2019.4.3(3) JEL Classification: M30, M31, M39.
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Kashif, Muhammad, P. M. P. Fernando, Sarminah Samad, and Ramayah Thurasamy. "Finding greener grass on the other side of hill." Asia Pacific Journal of Marketing and Logistics 30, no. 4 (September 10, 2018): 988–1012. http://dx.doi.org/10.1108/apjml-10-2017-0231.
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Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.
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Li, Jie, Shuojia Guo, Jonathan Z. Zhang, and Liben Sun. "When others show off my brand: self-brand association and conspicuous consumption." Asia Pacific Journal of Marketing and Logistics 32, no. 6 (November 20, 2019): 1214–25. http://dx.doi.org/10.1108/apjml-04-2019-0225.
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Purpose The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China. Design/methodology/approach Two studies are conducted to test three hypotheses. In Study 1, the authors examine the mediating effect of self-brand association (SBA) on the relationship between social class and conspicuous consumption (H1 and H2); In Study 2, the authors examine the effect of observing others’ conspicuous consumption on the observer’s SBA (H3). Findings Results show that SBA negatively mediates the relationship between social class and conspicuous consumption. Moreover, the negative effect on SBA of observing conspicuous brand usage varies by social class. Research limitations/implications The current study focused on the principal linkage between social class, SBA and conspicuousness, and future research could examine the influence of different personality traits on luxury consumption or the existence of sub-types or variants of conspicuous brand users. Originality/value The present study has important implications for luxury brand management, and provides rich insights to consumers’ motivations that lead to distinctive luxury consumption behaviors.
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Piazzolla, Sara, Irene García Medina, and Marián Navarro-Beltrán. "Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy." INDEX COMUNICACION 11, no. 2 (July 15, 2021): 135–63. http://dx.doi.org/10.33732/ixc/11/02brandp.
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Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research question aimed at determining the degree of association between nationality and brand familiarity. Results have reported a directional association for half the brands advertised. The second research question aimed at determining the correlation between brand familiarity and brand recall. This study demonstrated that the greater the familiarity of the brand, the more likely it is to be recalled after watching a music video. The third research question aimed at determining whether participants were more aware of brands that they had not previously heard of after watching the music videos. Results showed similar responses of participants either agreeing or disagreeing with the statement and similar results were obtained for the Italian and British samples. It could be concluded that brand placement in music videos is especially effective in certain cultures and situations.
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Bakanauskas, Arvydas, and Vitalija Vanagienė. "A new brand strong association buyers of creation, positioning new food product equity." Management Theory and Studies for Rural Business and Infrastructure Development 36, no. 2 (June 11, 2014): 197–206. http://dx.doi.org/10.15544/mts.2014.017.
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The food market notable new brands, new food growing number range. Becomes relevant to the question of how to successfully position the new brand, raising strong associations, which were formed by other elements of the brand equity: identity, awareness, image, reputation, loyalty, distribution. There is new emphasis on the relevance of the food equity of importance. The aim of the article – to provide a new brand new food products equity on the market positioning, the creation of a strong association model. This model lacks not only the construction of a new brand equity concept, but also the process of identification . To achieve the objective, the paper presented a new brand equity concept of the equity of food in the context of the criteria. Theoretical methods to analyze the context of the still little systematic re-branding of a new food product on the market equity of the positioning, the creation of a strong association aspects, which, according to the principle of the algorithm to structure the process model. This model is recommended to use in order to successfully integrate the new brand equity new food product equity on the market. This model is recommended to refer to the area of marketing science and practice of professionals in order to better integrate the new brand new food product on the market. The model is recommended to determine the eligibility simulation study and expert opinion.
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Deka, Rio Era, Nurhajati Nurhajati, and Nuzulul Rachma. "PENGARUH BRAND ASSOCIATION DAN BRAND AWARENESS TERHADAP BRAND LOYALTY MELALUI BRAND TRUST PADA START UP FINTECH OVO." Jurnal Ilmu Manajemen (JIMMU) 4, no. 1 (May 5, 2020): 96. http://dx.doi.org/10.33474/manajemen.v4i1.2702.
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Tujuan penelitian ini adalah Mengetahui pengaruh tidak langsung Brand Association dan Brand Awareness terhadap Brand Loyalty Melalui Brand Trust pada start up OVO. Jenis penelian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna OVO pada mahasiswa Universitas Islam Malang di Kota Malang, Jawa Timur. Teknik pengambilan sampel dilakukan dengan purposive sampling dan didapatkan sampel sebanyak 120 responden. Hasil penelitian menunjukan bahwa Pengaruh tidak langsung antara variabel brand Awareness terhadap brand loyalty melalui variabel brand trust diperoleh dari hasil pengaruh langsung antara variabel brand awareness terhadap brand trust dan pengaruh langsung antara variabel brand trust terhadap variabel brand loyalty sehingga pengaruh tidak langsung. Hal ini dapat diartikan bahwa ada pengaruh tidak langsung variabel brand association dan brand awareness terhadap brand loyalty melalui brand trust, serta semakin tinggi brand trust maka brand loyalty akan semakin meningkat.Kata kunci : Brand Association, Brand Awareness, Brand Trust, Brand Loyalty The purpose of this study was to find out the indirect influence of Brand Association and Brand Awareness on Brand Loyalty Through Brand Trust at the start up of OVO. This type of research is explanatory research using a quantitative approach. The population in this study were OVO users in Malang Islamic University students in Malang City, East Java. The sampling technique was done by purposive sampling and obtained a sample of 120 respondents. The results showed that the indirect effect of brand awareness on brand loyalty through brand trust variables was obtained from the direct effect of brand awareness variables on brand trust and the direct effect of brand trust variables on variable brand loyalty so that indirect effects. This can be interpreted that there is an indirect effect of brand association and brand awareness of brand loyalty through brand trust, and the higher brand trust, brand loyalty will increase.Keyword : Brand Association, Brand Awareness, Brand Trust, Brand Loyalty
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Schmidt, Steffen, Matthias Limbach, Sascha Langner, Klaus-Peter Wiedmann, Levke Albertsen, and Philipp Reiter. "Official sports sponsorship fortress vs ambush marketing attack." International Journal of Sports Marketing and Sponsorship 19, no. 1 (February 5, 2018): 91–108. http://dx.doi.org/10.1108/ijsms-10-2016-0071.
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Purpose The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores. Findings Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising. Originality/value The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.
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Abdullah, Kemas Afandi, Luis Marnisah, and Siti Komariah Hildayanti. "PENGARUH BRAND EQUITY TERHADAP LOYALITAS NASABAH PT. BANK PANIN DUBAI SYARIAH, TBK. CABANG PALEMBANG." Jurnal Ecoment Global 3, no. 1 (February 15, 2018): 64. http://dx.doi.org/10.35908/jeg.v3i1.358.
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<p>Penelitian ini bertujuan untuk menganalisis pengaruh <em>Brand Awareness, Brand association, perceived quality, Brand loyalty </em>terhadap loyalitas nasabah PT. Bank Panin Dubai Syariah Bank, Tbk. Cabang Palembang, secara parsial dan secara bersama terhadap loyalitas nasabah PT. Bank Panin Dubai Syariah Bank, Cabang Palembang. Didisain menggunakan analisis kuantitatif deskriptif, dengan sampel sebanyak 92 nasabah yang diambil dari 1126 nasabah dengan menggunakan Teknik Sloven. Pengumpulan data menggunakan Teknik kuesioner dan data diolah dengan tools analisis SPSS 22.</p><p>Melalui uji hipotesis dapat diketahui bahwa Brand awareness tidak dapat memengaruhi Loyalitas Pelangan dengan P 0,152>0,05 dan t. hitung 1.445<t.tabel 1.9839, terdapat pengaruh perceived quality terhadap loyalitas pelangan dengan signifikansi 0.038<0,05 dan t.-hitung 1.998>t-tabel 1.9839, Brand loyalty berpengaruh terhadap loyalitas pelangan dengan tingkat signifikansi 0,026<0,05 dan t. hitung 2.219>t.tabel 1.9839, brans association memengaruhi loyalitas merk dengan tingkat signifikansi 0,00<0,05 dan t hitung 3.699> t.tabel 1.9838, dan <em>Brand Awareness</em>,<em>Brand association, perceived quality, Brand loyalty berpengaruh </em>terhadap loyalitasnasabah Bank Panin Dubai Syariahsignifikansi 0,00<0,05 dan F hitung 7,655> F.tabel 2.700. Benang merah penelitian bahwa; <em>Brand Awareness </em>tidak berpengaruh terhadap loyalitas pelanggan, <em>Brand association, perceived quality, Brand loyalty berpengaruh </em>terhadap loyalitas nasabah Bank Panin Dubai Syariah, dan <em>Brand Awareness</em>,<em>Brand association, perceived quality, Brand loyalty berpengaruh secara </em><em>b</em><em>ersama </em>terhadap loyalitas nasabah Bank Panin Dubai Syariah.</p><p> <strong>Kata Kunci :</strong><em> Brand Awareness,Brand association, perceived quality, Brand loyalty</em><em>terhadap loyalitas</em></p>
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Masruroh, Masruroh, and Awin Indranto. "Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta." Winners 9, no. 1 (March 31, 2008): 62. http://dx.doi.org/10.21512/tw.v9i1.731.
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Article measured the element of RCTI brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. The used research method was descriptive, this research desribe 400 student perception from four private universities in Jakarta on the RCTI brand equity in last 2005. The used sampling method was probability sampling using proportionate stratified random sampling technique. The brand awarness research result shows that RCTI brand is in the first level on top of mind level with 50,25% of the respondent. For the brand association, there are three associations that formed brand image of RCTI, which are RCTI Oke, Indonesian Idol, and Seputar Indonesia.
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Rahman, Kaleel, and Charles S. Areni. "The Benefits of Quantifying Qualitative Brand Data." International Journal of Market Research 58, no. 3 (May 2016): 421–50. http://dx.doi.org/10.2501/ijmr-2015-053.
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Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation. Brand associations, a form of qualitative data, are common in measuring customer-based brand equity. The branding literature suggests that not all brand associations are equal. The strength, uniqueness and valence of brand associations need to be considered when assessing brand associations (Keller 1993). Although Keller's work is cited by many, no study has devised a method to quantify and integrate these three dimensions into a single index. This study provides an approach to address all three dimensions simultaneously. The approach first determines uniqueness of brand associations by coding associations into several mutually exclusive meaning categories. Then the serial order of free-association elicitation is used to assess association strength. The serial order, combined with a measure of valence, creates a quantification of open-ended brand associations called a ‘weighted valence index’ (WVI). In conclusion, the paper discusses the reliability and validity of the proposed measure.
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Ihnatova, Zuzana, and Ina Kováčová Bečková. "Brands and their Association Networks." Creative and Knowledge Society 6, no. 2 (December 1, 2016): 48–58. http://dx.doi.org/10.1515/cks-2016-0011.
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Abstract Purpose of the article One of the approaches how to create a concept of a brand is a form of identifying association network in the mind of the consumer and creating semantic maps composed of all associations that are largely shaped by cultural values of consumers. Methodology/methods In the first phase, the author of the study was detecting the associations connected with the Mexican brand alcoholic beer Corona Extra using focus group with a sample of 15 respondents (Slovak students). In the second phase, she analysed the data found in the context of Slovak cultural values and compared them with the results of the secondary research (German and Spanish students). Scientific objective The article highlights the importance of understanding cultural values of the target market for the management and brand communication across cultures. The main objective of the survey was to determine how the Slovak respondents perceive selected sample of global brand, to compare the findings of a secondary survey conducted at German and Spanish students, and in the final phase of the research to analyse the data found in the context of the cultural dimensions of respondents. Findings On one hand, the associations formed by consumers about Corona Extra mutually differ depending on the countries surveyed. On the other hand, they correspond to the cultural values of the nation, and thus confirm the strong influence of the cultural aspects of the brand perception. Conclusions The presented article confirms, that there will always be an open space for the extensive research in global marketing and cross-cultural differences in consumer behaviour. Exploring cultural aspects of communication of global brands will benefit not only in terms of increasing the efficiency of advertising campaigns, but also for the mutual knowledge and understanding between cultures.
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Frank, Phillip, and Kittichai (Tu) Watchravesringkan. "Exploring antecedents and consequences of young consumers’ perceived global brand equity." Journal of Product & Brand Management 25, no. 2 (April 18, 2016): 160–70. http://dx.doi.org/10.1108/jpbm-01-2015-0786.
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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.
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Sandhe, Ashutosh Anil. "Consumer Based Brand Equity and Attitude Towards Leading Online Shopping Websites in India." International Journal of Advances in Management and Economics 8, no. 5 (August 30, 2019): 16–27. http://dx.doi.org/10.31270/ijame/v08/i05/2019/3.
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The focus of this research was to measure consumer-based brand equity (CBBE) of India’s top online retailing websites Amazon and Flipkart. However, for the sake of confidentiality and copyright, their names were not revealed anywhere in the paper. This was done with the help of Aaker’s and Keller’s concept of brand equity. A sample of 1000 respondents from across the state of Gujarat, India was taken. Data was collected through a structured questionnaire. CBBE was measured by calculating mean scores of overall brand equity and its factors. The factors were brand loyalty, perceived quality, brand awareness, brand association, attitude and purchasing intention. The correlation coefficient between factors and brand equity was considered as weight. The research revealed through the data which retail site had a higher brand equity. One interesting fact that was identified was how keenly both the brands are trying to woo their customers. The results showed very similar trends. A positive relation was found between brand equity and its factors. Based on this relationship the research concluded with a regression model where brand equity was the dependent variable and factors were independent variables. It was observed that the factor ‘brand loyalty’ had the lowest mean value suggesting that with competition and wider choice to consumer, brand loyalty tends to be lower. Favorable attitude was observed for both brands with highest mean values among all factors. Keywords: Brand Loyalty, CBBE, Perceived Quality, Brand Awareness, Brand Association, Attitude, Purchasing Intention.
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Almaqousi, Suhail A. M., Siti Aida Samikon, Luigi Pio Leonardo Cavaliere, and Nordiana Ahmad Nordin. "The Impact of Brand Awareness, Brand Loyalty, and Brand Association on Consumer Decision Making in Palestine Olive Oil Industry." Business Management and Strategy 12, no. 2 (July 6, 2021): 66. http://dx.doi.org/10.5296/bms.v12i2.18840.
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Brands come to play an essential role to motivate and stimulate the consumer to take actions that satisfy their needs and desires with obtaining the brand that according to their perception meets the requirements and possibilities. In par with the same, researchers have focused on studying the impact of brand awareness, brand loyalty, brand association and consumer decision making on Palestine olive oil industry. The research approach of the study is deductive discipline and primary data were gathered followed by a structured questionnaire. The relationships between each selected variables and consumer decision making were examined along with hypotheses developed. For that, empirical data is collected from the olive oil stakeholders from Palestine. The results show that there is a significant statistical relationship between these variables. Moreover, the brand awareness, brand loyalty and brand association significantly have the positive effects on the consumer decision making. The managerial implications have been discussed specially referring to the contexts brand awareness and loyalty as to make decision through this study.
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Ranfagni, Silvia, Simone Guercini, and Belinda Crawford Camiciottoli. "An interdisciplinary method for brand association research." Management Decision 52, no. 4 (May 13, 2014): 724–36. http://dx.doi.org/10.1108/md-04-2012-0284.
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Purpose – The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online communities. Design/methodology/approach – The paper reviews key scientific contributions in the area of qualitative marketing research. Drawing from this theoretical background, the authors then propose the integration of digital ethnography (a qualitative approach) with quantitative text mining as an innovative approach to gain insights into perceptions of brand associations among online consumers. Findings – The paper contributes to a greater awareness of both limitations and new perspectives in relation to qualitative market research, while suggesting innovative paths for future research. Practical implications – The new methodological approach described can be used to better understand brand knowledge based on consumer brand associations. These insights can then be applied towards developing and implementing effective branding strategies. Originality/value – The authors propose an interdisciplinary methodology to study consumer behaviour in online communities which incorporates digital ethnography and computer-assisted textual analysis. Particularly the latter technique (borrowed from the field of linguistics) has not yet been exploited extensively in marketing research, but is capable of offering new types of knowledge with important implications for strategic brand management.
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Srivastava, Ankur, and Dipanjan Kumar Dey. "Brand analysis of global and local banks in India: a study of young consumers." Journal of Indian Business Research 8, no. 1 (March 21, 2016): 4–18. http://dx.doi.org/10.1108/jibr-05-2015-0061.
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Purpose The purpose of this study is to investigate the perceived differences in brand analysis dimensions, such as brand-specific association (represented by perceived brand quality, brand price, brand emotional value and brand social value), brand impressions (represented by perceived brand image and general brand awareness) and brand credibility (represented by perceived brand trustworthiness and brand expertise), for young consumers in the context of banking services in India. All three types of banks operating in the Indian market are compared: state-owned banks, private (Indian) banks and global (foreign) banks. Design/methodology/approach The authors follow a cross-sectional design in this study. A structured questionnaire is created with the help of well-established scales. Reliability and validity tests are performed on all the dimensions of the scale. Exploratory factor analysis, ANOVA and ordinary least squared multiple regression analysis are performed to test the proposed hypotheses empirically. Findings The authors report significant differences in perceptions among young consumers among the three types of banks for all the dimensions of brand-specific associations, that is, perceived quality, perceived price, perceived brand social value and perceived brand emotional value. The authors find partial support for the hypotheses presented in this study concerning differences in three bank types among young consumers related to general brand impressions and brand credibility. Practical implications The results provide insights on the perceptions of the global and local brands among young consumers in the context of the banking industry. This will aid practitioners in assessing the relative position of their brands with respect to their global/local counterparts. These insights would help brand managers to design effective marketing mix strategies to target the young Indian consumers more effectively. Originality/value This is the first study that includes the concept of brand credibility along with brand-specific associations and general brand impression in investigating purchase intention of banking services by young consumers.