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Journal articles on the topic 'Brand equity'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Chee Hoo, Wong, Chai Yi Xin, and Visal Moosa. "Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry." Innovative Marketing 20, no. 1 (2024): 40–50. http://dx.doi.org/10.21511/im.20(1).2024.04.

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Previous studies have demonstrated varying associations between fundamental components of brand equity within diverse sectors. The purpose of the current study is to examine the influence of Aaker’s brand equity model’s dimensions (brand awareness, brand loyalty, perceived quality, and brand association) on brand equity in the context of toy brands in Malaysia. The study employs a quantitative-based correlation design within a non-controlled setting, using a cross-sectional approach with individuals as the unit of analysis. The population consists of respondents from the general public aged 18

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CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Originâ€™s Effect on Consumer-based Brand Equity among Status-Seekers." Journal of Economics and Behavioral Studies 7, no. 3(J) (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. Consumerâ€™s level of status-seeking motivation is considered when analysing the effect of brandâ€™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 ass

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González-Benito, Óscar, Mercedes Martos-Partal, and Mariana Fustinoni-Venturini. "Brand Equity and Store Brand Tiers: An Analysis Based on an Experimental Design." International Journal of Market Research 57, no. 1 (2015): 73–94. http://dx.doi.org/10.2501/ijmr-2015-006.

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The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands. A few exceptions analyse store brands from an aggregate perspective, without differentiating their types. The present study instead considers the effect of store brand tiers (e.g. generics, standard, premium) on brand equity. An experimental design compares scores for different store and manufacturer brands across branded and unbranded tests

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Ghosh, Saugat, and Karnak Roy. "IDENTIFYING BRAND EQUITY DIMENSIONS AND MEASURING ITS RELATIONSHIP WITH PRODUCT QUALITY DIMENSIONS: A STUDY ON JUICE BRANDS IN INDIA." International Journal of Management & Entrepreneurship Research 2, no. 7 (2021): 463–75. http://dx.doi.org/10.51594/ijmer.v2i7.191.

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Brand Equity, which speaks about the perceived value of a product under a brand name, is one of the key measures of a brand’s success. Higher level of brand equity could be translated as higher perceived value, growing market share and greater ROI. Thus, marketers are in eternal pursuit to device strategies for achieving higher brand equity. But for achieving this, knowledge about brand equity constructing components is necessary. Although theoretical studies have identified some brand equity constructing components, empirical validation of the theoretical constructs are vague. Studies in this

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Lieven, Theo, and Christian Hildebrand. "The impact of brand gender on brand equity." International Marketing Review 33, no. 2 (2016): 178–95. http://dx.doi.org/10.1108/imr-08-2014-0276.

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Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains. Design/methodology/approach – Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934 cross-clustered observations. Linear mixed effect models examined a series of nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and the moderating role of consumers’ biological sex as well as individualistic and collectivistic cultures. Additio

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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 (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 awar

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Haxhialushi, Rozana, and Vjollca Hysi Panajoti. "Measuring Brand Equity among Albanian Consumers." European Scientific Journal, ESJ 14, no. 16 (2018): 106. http://dx.doi.org/10.19044/esj.2018.v14n16p106.

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Brands offer advantages for consumers and companies and companies are spending a lot in creating and managing their brands. Brand equity and its dimensions have received a great attention from academics. The purpose of this paper is to test the proposed model to better understand brand equity among Albanian consumers. It investigates the hierarchy of brand equity dimensions and the effect these dimensions have on brand equity. Hypothesis were tested using structural equation modeling. The reliability of the model was assessed using confirmatory factor analysis. Results show that brand awarenes

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Hoere, Yohanes Baptista, and Yolanda Masnita. "Anteseden Halal destination brand equity menggunakan halal brand equity theory untuk promosi halal tourism." Jurnal Ilmiah Ekonomi Islam 8, no. 3 (2022): 2473. http://dx.doi.org/10.29040/jiei.v8i3.6543.

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The purpose of this study was to examine and analyze the effect of halal brand awareness, halal brand value, halal brand image, perceived quality of halal brand on destination brand equity. The location of this research was carried out in halal tourist destinations in the city of Jakarta. The method in this study uses the theory of halal brand equity which is used to describe the value of recognized brands, based on the idea that established and reputable brands are more successful. The results of this study state that halal brand awareness has a positive and significant effect on destination

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Nørskov, Sladjana, Polymeros Chrysochou, and Marina Milenkova. "The impact of product innovation attributes on brand equity." Journal of Consumer Marketing 32, no. 4 (2015): 245–54. http://dx.doi.org/10.1108/jcm-10-2014-1198.

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Purpose – This paper aims to examine the impact of product innovation attributes (complexity, relative advantage, compatibility, trialability and observability) on brand equity, and whether these attributes exert a different effect on low- versus high-equity brands. The moderating role of consumer innovativeness in this relationship is investigated further. Design/methodology/approach – The study is based on survey data from users of two brands of digital audio players of different brand equity levels. Findings – Overall, it was found that innovation attributes have an effect on brand equity,

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Blumrodt, Jens. "Enhancing Football Brands Brand Equity." Journal of Applied Business Research (JABR) 30, no. 5 (2014): 1551. http://dx.doi.org/10.19030/jabr.v30i5.8807.

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The sport entertainment industry has its most famous representative in Europe. Hundreds of professional football clubs are playing in their European football leagues. They attract supporters in front of the screen and in stadiums. The clubs in competitions are medium sized companies. They are competing and working together while they are delivering their core service, the game on the ground. The spectator can be considered as an important budget line for all clubs. Budgets are nevertheless often not balanced and stadium attendance is underdeveloped. We conducted research within two different f

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Prasad, S. Shyam, and Shampa Nandi. "Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 9, no. 3 (2017): 148. http://dx.doi.org/10.21013/jmss.v9.n3.p4.

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In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches have looked into the consumer based brand equity (CBBE) of national brands only and hence this study was taken up to examine the dimensions of consumer based brand equity for private label brands includ

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Macías, Washington, and Julio Cerviño. "Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions." Review of Marketing Science 16, no. 1 (2019): 1–24. http://dx.doi.org/10.1515/roms-2019-0005.

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Abstract The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brand equity dimensions. In addition, we explored the moderation effect of similarity between the unauthorized brand (junior brand) and the famous brand. An experimental design with four real famous brands and sixteen fictitious junior brands was applied to 617 undergraduate students from a large university in Ecuador. Hypotheses about the effect on brand equity dimensions and overall brand equity construct were tested using structural equation models. Results showed that awareness of a f

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Lhotáková, Markéta. "The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands." Studia commercialia Bratislavensia 5, no. 19 (2012): 434–48. http://dx.doi.org/10.2478/v10151-012-0009-4.

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Abstract The brands are often most valuable asset of the company. The successful brands are annually gaining value while unsuccessful brands may year-on-year significantly loose their value. This article examines effects, tools and trends that influence development of brand value. In the first section you may find analyses of theoretical concepts of brand equity and brand value and its development from the point of consumer as well as brand owner. The next section looks into the different impacts, that increase brands value according to the global rankings of the most successful brands „Best G

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Yıldız, Yavuz, and Alper Kinden. "INVESTIGATION OF CONSUMER ATTITUDES FROM THE PERSPECTIVE OF CONSUMER BASED BRAND EQUITY ON TRACKSUIT BRANDS." Baltic Journal of Sport and Health Sciences 2, no. 105 (2017): 65–70. http://dx.doi.org/10.33607/bjshs.v2i105.27.

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Background. Brand equity has a positive impact on consumers’ selection of products and services, their perception, purchasing intentions, their willingness to pay more for brands. Brand equity is designed to reflect the real value from the perspective of consumer that a brand name holds for the products and services. Measuring brand equity is important because brands are believed to be strong influencers of business outcomes, such as sales and market share. The aim of this study was to describe the brand equity of tracksuits and investigate the purchasing behaviours of the tracksuit consumers.

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Lieven, Theo, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr, and Miriam van Tilburg. "The effect of brand design on brand gender perceptions and brand preference." European Journal of Marketing 49, no. 1/2 (2015): 146–69. http://dx.doi.org/10.1108/ejm-08-2012-0456.

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Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and

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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 (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

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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 (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 bra

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Hu, Shuyi, and Fangyu Zhang. "An Overview of the Composition and Management of Brand Equity." Advances in Economics, Management and Political Sciences 49, no. 1 (2023): 34–38. http://dx.doi.org/10.54254/2754-1169/49/20230477.

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The definition of brand equity has been gradually improved, but the existing studies are mostly case studies and unilateral studies, and the studies that integrate and sort out brand equity from multiple perspectives are relatively rare. By reviewing and sorting out the international literature on brand equity, this paper summarizes the definition, components, evaluation methods and prospects of brand equity, in order to promote the better development of corporate brand equity. The article holds that it is very important to use publicity channels effectively to stimulate consumers, establish e

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Wang, Luming, and Adam Finn. "A cross-product category CBBE study: item response theory perspective." Journal of Product & Brand Management 23, no. 3 (2014): 200–206. http://dx.doi.org/10.1108/jpbm-11-2013-0440.

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Purpose – The purpose of this study is to propose a new item response theory-based model to facilitate brand equity comparison among brands in different product categories. Brand equity has been defined as the value a brand adds upon a product. This definition provides the theoretical basis for comparing brands across product categories. Researchers have measured brand equity from three major approaches: finance, economics and psychology. Unlike the first two approaches that have developed methods to facilitate cross-product-category brand equity comparison, no methodology has been identified

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Awad, Tamer A., and Sahar Mohsen. "Increasing the Brand Equity of Private Label Brands." International Journal of Customer Relationship Marketing and Management 8, no. 4 (2017): 32–50. http://dx.doi.org/10.4018/ijcrmm.2017100103.

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This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand Equity. Brand Associations, Perceived Value and Brand Loyalty are considered the most important factors that affect the Brand Equity of Private Label Brands; However, Perceived Quality, Brand Image and Brand Awareness are considered to be the least effective factors. Demographics were found to be insignifica

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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 (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-ba

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Broniarczyk, Susan M., and Andrew D. Gershoff. "The Reciprocal Effects of Brand Equity and Trivial Attributes." Journal of Marketing Research 40, no. 2 (2003): 161–75. http://dx.doi.org/10.1509/jmkr.40.2.161.19222.

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Brands increasingly introduce products with attributes that fail to provide consumers with meaningful benefits (i.e., trivial attributes). The authors present two experiments that examine the effect of brand equity on consumer valuation of such trivial attributes and the reciprocal effect that such a strategy may have on brand equity. The results show that both high and low equity brands benefit from offering an attractive trivial attribute in the absence of a disclosure of its true value. However, prechoice disclosure of an attribute's triviality heightens the role of the brand and context cu

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Washburn, Judith H., Brian D. Till, and Randi Priluck. "Co‐branding: brand equity and trial effects." Journal of Consumer Marketing 17, no. 7 (2000): 591–604. http://dx.doi.org/10.1108/07363760010357796.

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Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may bene

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Hayat M. Awan, Zara Hayat, Sahar Hayat, and Rafia Faiz. "Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations." Journal of Business and Social Review in Emerging Economies 6, no. 1 (2020): 23–42. http://dx.doi.org/10.26710/jbsee.v6i1.1023.

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This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associat

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Su, Jin, and Xiao Tong. "Brand personality and brand equity: evidence from the sportswear industry." Journal of Product & Brand Management 24, no. 2 (2015): 124–33. http://dx.doi.org/10.1108/jpbm-01-2014-0482.

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Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity,

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Rea, Brianna, Yong J. Wang, and Jason Stoner. "When a brand caught fire: the role of brand equity in product-harm crisis." Journal of Product & Brand Management 23, no. 7 (2014): 532–42. http://dx.doi.org/10.1108/jpbm-01-2014-0477.

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Purpose – The purpose of this study is to investigate differences in consumer reactions to high- versus low-equity brands in terms of consumer attitude toward the brand, involvement with the brand, company credibility and consumer purchase intentions. Design/methodology/approach – Experimental procedure is conducted to test three hypotheses using 317 consumer participants. The experiment is carried out comparing a high-equity personal computer (PC) brand and a low-equity PC brand involved in product-harm crisis. Findings – The results indicate that, in the case of product-harm crisis, negative

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Bernadus, Miracle, Paulus Kindangen, and Maria V. J. Tielung. "THE EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY AND CONSUMER RESPONSE IN LUXURY FASHION BRAND." Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 11, no. 3 (2023): 1099–108. http://dx.doi.org/10.35794/emba.v11i3.50295.

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This study aims to analyze and determine the effect of social media marketing on brand equity and consumer response in luxury fashion brands, especially in Manado, Indonesia. The data analysis method used Structural Equation Modeling - Partial Least Square (SEM-PLS) in this study. This study used a questionnaire to collect data from luxury fashion brand users by distributing it to female consumers of luxury fashion brands in Manado. The findings suggest the test results that have been conducted that social media marketing has a positive and significant effect on the brand equity of luxury bran

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Salman, Mehrukh. "Brand Equity Creation through a Moderated Mediation Model in the Luxury Brand Industry." Lahore Journal of Business 11, no. 1 (2023): 81–102. http://dx.doi.org/10.35536/ljb.2023.v11.i1.a4.

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This research gauges the role of brand experience and perceived social media marketing activities in the creation of consumer based brand equity using a stimulus organism response model. The data was collected through a structured questionnaire focused on luxury fashion brands. The sample, consisting of 243 usable responses, was analyzed using structural equation modelling in Smart PLS4. Our results show that perceived social media activities play a vital role in the creation of brand equity. Brand experience partially mediates the association between consumer based brand equity and perceived

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Jara, Magali, Gérard Cliquet, and Isabelle Robert. "A comparison between economic and organic store brands." International Journal of Retail & Distribution Management 45, no. 12 (2017): 1298–316. http://dx.doi.org/10.1108/ijrdm-07-2016-0107.

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Purpose The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity. Design/methodology/approach A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the

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Zhu, Jiang, and Wasin Phromphithakkhul. "The Impact of the Dimensions of Nostalgic Culture on the Brand Equity of Shanxi Chinese Time-Honored Brands." International Journal of Sociologies and Anthropologies Science Reviews 4, no. 4 (2024): 141–52. http://dx.doi.org/10.60027/ijsasr.2024.4345.

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Background and Aim: Nostalgic culture plays a vital role in shaping the brand equity of Chinese time-honored brands. However, due to historical factors, deficiencies still exist in brand equity management. This study aims to explore the influence of nostalgic culture on the brand equity of Shanxi time-honored brands. Assuming that nostalgic culture has a positive impact on the brand equity of Chinese time-honored brands, our findings reveal that nostalgic culture significantly affects brand recognition and can enhance consumers' memory and awareness of the brand. Materials and Method: This art

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Beig, Faseeh Amin, and Fayaz Ahmad Nika. "Brand Experience and Brand Equity." Vision: The Journal of Business Perspective 23, no. 4 (2019): 410–17. http://dx.doi.org/10.1177/0972262919860963.

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Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of experiential marketing goes beyond the traditional marketing as it adds hedonic character to the marketing activity. Brand experience is one such construct which is crucial for organizations and research has shown its influence on brand equity.

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Vidyanata, Deandra. "Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity." Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management 12, no. 1 (2019): 62. http://dx.doi.org/10.20473/jmtt.v12i1.12812.

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The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly withi

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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 (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). Findin

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Loureiro, Sandra Maria Correia, and Hans Ruediger Kaufmann. "Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality." Baltic Journal of Management 12, no. 2 (2017): 153–70. http://dx.doi.org/10.1108/bjm-11-2015-0226.

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Purpose The purpose of this paper is twofold: first, to explore the influence of an individual’s attitude towards advertising and country-of-origin (COO) images (brand origin (BO) and country of manufacture (COM)) on brand equity creation; and second, to investigate how brand typicality moderates the effect of BO macro image on perceived quality. Design/methodology/approach The data to test the hypotheses were elicited from a consumer survey in the Greater Lisbon area (305 Portuguese consumers). The product category of smartphones was selected for two main reasons: it has not been extensively

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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 (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 col

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Indrayana, Rony, Faizatun, and Derriawan. "Analysis of the Influence of Brand Association, Brand Image, Brand Awareness, and Brand Loyalty on Brand Equity of Telon Oil." International Journal of Science and Society 6, no. 2 (2024): 166–73. http://dx.doi.org/10.54783/ijsoc.v6i2.1121.

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This research aims to analyze the influence of brand association, brand image, brand awareness, and brand loyalty on brand equity of telon oil. This research uses a quantitative approach with the sample in the study being women or men aged 25 – 55 years and who have used My Baby telon oil. In carrying out this research, researchers used data analysis methods using the Likert scale measurement method, questionnaire data analysis using the SPSS 26 statistical program with the SEM SmartPLS method. The research results show several important findings regarding the relationship between the main var

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Rehman, Shafique-Ur. "Social Media: Brand Loyalty Influencing Brand Equity." Journal of Advanced Research in Dynamical and Control Systems 12, SP7 (2020): 2526–33. http://dx.doi.org/10.5373/jardcs/v12sp7/20202385.

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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 (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, bra

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Klute, Sandra. "Brand Equity." Controlling 18, no. 4-5 (2006): 259–60. http://dx.doi.org/10.15358/0935-0381-2006-4-5-259.

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Kaswengi, Joseph, Mbaye Fall Diallo, Houcine Akrout, and Pierre Valette-Florence. "Choosing high-equity cosmetic brands in bad macroeconomic conditions: evidence from panel data." International Journal of Retail & Distribution Management 48, no. 4 (2020): 305–25. http://dx.doi.org/10.1108/ijrdm-01-2019-0003.

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PurposeThis study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions.Design/methodology/approachThe study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering the period from 2008 to 2009. The panel analysed represents a sample of 2,149 households representative of the national population.FindingsResults indicate that regular price and relative brand price increase high-equity cosmetic brand choice over both low- and m

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Keller, Kevin Lane. "Understanding brands, branding and brand equity." Interactive Marketing 5, no. 1 (2003): 7–20. http://dx.doi.org/10.1057/palgrave.im.4340213.

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Spielmann, Nathalie. "Brand equity for origin-bounded brands." Journal of Brand Management 21, no. 3 (2014): 189–201. http://dx.doi.org/10.1057/bm.2013.30.

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Fitriani, Linda, Jono M Munandar, and Ujang Sumarwan. "Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention." Jurnal Ilmu Sosial dan Ilmu Politik 25, no. 1 (2021): 32. http://dx.doi.org/10.22146/jsp.63986.

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The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in political brands, this has not been proven. Therefore, by using the regional head candidate of Purbalingga Regency as a political brand, this study examines the effect of eWOM on developing candidate brand equity and relates it to voting intention. Brand equity using a brand pyramid model with brand equ

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Mohan, Mayoor, Fernando R. Jiménez, Brian P. Brown, and Caley Cantrell. "Brand skill: linking brand functionality with consumer-based brand equity." Journal of Product & Brand Management 26, no. 5 (2017): 477–91. http://dx.doi.org/10.1108/jpbm-06-2016-1247.

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Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey-based studies. Mediation and moderated-mediation paths were tested using PROCESS and three-stage least squares simultaneous estimation models. Findings Study 1 finds that consumers perceive highly functional brands can enhance their self-competence to perform a task. This phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own

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Nguyen, Thuy D., Charlene Dadzie, Arezoo Davari, and Francisco Guzman. "Intellectual capital through the eyes of the consumer." Journal of Product & Brand Management 24, no. 6 (2015): 554–66. http://dx.doi.org/10.1108/jpbm-03-2015-0837.

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Purpose – The purpose of this study is to measure intellectual capital of the firm through the eyes of the consumer by investigating the relationships between financial-based brand equity (FBBE) and consumer-based brand equity (CBBE) and their related constructs. Design/methodology/approach – Fifteen consumer brands were evaluated based on three different perspectives of CBBE, and were then regressed on FBBE. Prior to the regression analysis, the FBBEs of 15 consumer brands were standardized using the total assets and three-year weighted average of their brand equity values. Findings – Finding

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Agnes, Novia, and Happy Darmawan. "Brand Awareness, Brand Image Dan Brand Loyalty Sebagai Prediktor Brand Equity Adidas." Jurnal Manajerial Dan Kewirausahaan 2, no. 1 (2020): 240. http://dx.doi.org/10.24912/jmk.v2i1.7465.

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The purpose of this study to examine whether brand awareness, brand image and brand loyalty can predict brand equity Adidas in Jakarta. The population in this study were Adidas consumers in Jakrata. The sample was 100 respondents with a convenience sampling technique questionnarise ans using SmartPLS 3 software. Overall, the result of this research were brand awareness positive and significant as a predictor of brand equity, brand image positive and significant as a predictor of brand equity, and brand loyalty positive and significant as a predictor of brand equity. Tujuan dari penelitian ini

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Sucahyo, Yosef Andre. "PENGARUH BRAND ASSOCIATION, BRAND LOYALTY, BRAND AWARENESS, DAN BRAND IMAGE TERHADAP BRAND EQUITY PADA BRAND HAPPY BABY." PERFORMA 2, no. 5 (2018): 603–12. https://doi.org/10.37715/jp.v2i5.594.

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Persaingan yang semakin ketat di industri fashion menuntut perusahaan untuk menciptakan brand equity yang kuat di pasaran. Indo Sejahtera merupakan perusahaan yang menyediakan pakaian bayi dengan brand Happy Baby. Perusahaan beranggapan bahwa kurang dikenalnya brand happy baby sangat mempengaruhi kestabilan penjualan. Apabila perusahaan memiliki brand equity yang baik maka secara tidak langsung akan mengangkat performa dari perusahaan. Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand association, brand loyalty, brand awareness, dan brand image terhadap brand equity pada b

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Romero, Jaime, and Maria Jesús Yagüe. "Relating Brand Equity and Customer Equity: An Exploratory Study." International Journal of Market Research 57, no. 4 (2015): 631–52. http://dx.doi.org/10.2501/ijmr-2015-050.

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Brand equity and customer equity, respectively, constitute the value provided by brand and customer portfolios to companies. These are metrics of marketing performance in the long term, as well as key factors in firm valuation processes. However, their relation has not been empirically analysed to date. This study explores the connection between brand equity and customer equity. We employ a simultaneous equations model in which brand equity and customer equity depend on each other and also on marketing expenditures. We find that these metrics partially overlap, particularly in some industries.

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Agarwal, Bhawna, and Anju Gulla. "Influence of Social Media Marketing on Customer Equity Drivers and Purchase Intention: Understanding World’s Most Valuable Brand - Amazon." NMIMS Management Review 30, no. 03 (2022): 99–113. http://dx.doi.org/10.53908/nmmr.300216.

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Social Media is getting incredibly popular amongst brands and consumers both. This study aims to identify the constructs of perceived Social Media Marketing (SMM) activities of an e-commerce brand, Amazon and to evaluate the influence of those activities on customer equity drivers; value equity, relationship equity and brand equity and purchase intention using a PLS-SEM approach. The five constructs of perceived SMM activities are Interactivity, Informativeness, Personalization, Trendiness and Word of Mouth. The effects of SMM activities on value equity, relationship equity and brand equity we

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Rumra, Amir, and Noersyam Muhrim. "Pengaruh Brand Awareness, Brand Image dan Brand Equity Terhadap Sikap Merek dan Dampaknya pada Minat Membeli Merek Sepeda Motor Kota Ambon." Jurnal Syntax Admiration 4, no. 11 (2023): 2063–82. http://dx.doi.org/10.46799/jsa.v4i11.765.

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Currently, marketing aspects no longer focus solely on product functions but are more geared towards brand competition. Successful products or services always have a strong or dominant brand in the market. This research aims to (1) determine the influence of brand awareness, brand image, and brand equity on brand attitude and its impact on the intention to purchase a specific motorcycle brand in Ambon City and (2) identify the differences in brand awareness, brand image, brand equity, and brand attitude for each motorcycle brand, determining which one has a significantly positive influence. Th

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