Academic literature on the topic 'Connection between relationship marketing and brand equity'
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Journal articles on the topic "Connection between relationship marketing and brand equity"
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Šerić, Maja. "Relationships between social Web, IMC and overall brand equity." European Journal of Marketing 51, no. 3 (April 10, 2017): 646–67. http://dx.doi.org/10.1108/ejm-08-2015-0613.
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Purpose The purpose of this study is to empirically validate the relationships between social Web, integrated marketing communications (IMC) and overall brand equity and to test the moderating role of national culture on these relationships. Design/methodology/approach Data were collected among 475 customers and analysed using the LISREL and partial least squares (PLS) techniques and non-parametric methods. Findings Strong positive and significant relationships are found between social Web and IMC on the one hand, and IMC and brand equity on the other, the second relationship being even stronger than the first one. Moreover, national culture is found to exert a statistically significant moderating effect on both relationships. Research limitations/implications The findings of this study contribute to the wider knowledge and theoretical understanding of both technology and marketing communications potential in the development of brand equity. The results therefore suggest that brand equity requires a representative brand name and consistent meaning of the brand sustained by social Web and the integration of marketing communications. Practical implications Consistency in marketing communications can be considered as a primary basis for brand equity building in companies. Moreover, efficient management of the user-generated content available in social media platforms represents a great challenge for marketers. Originality/value Although the connection between social Web, IMC and brand equity was founded in theory, there is a lack of empirical contributions on the causal relationships among these constructs. This gap is filled by the current empirical contribution. Another significant insight of this work lies in considering the role of national culture in the IMC research.
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Hur, Won-Moo, and Yeonshin Kim. "Customer reactions to bank hypocrisy: the moderating role of customer–company identification and brand equity." International Journal of Bank Marketing 38, no. 7 (September 21, 2020): 1553–74. http://dx.doi.org/10.1108/ijbm-04-2020-0191.
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PurposeThe purpose of this study was to investigate the effect of perceived corporate hypocrisy on customer mistreatment behaviors within the banking industry and the moderating effects of customer–company identification (CCI) and brand equity on the hypocrisy-mistreatment behavior relationship.Design/methodology/approachUsing multistage sampling, 567 South Korean banking service users participated in an online survey. Structural equation modeling (confirmatory factor analysis) and hierarchical regression analysis were used to analyze the data.FindingsPerceived corporate hypocrisy was positively related to customer mistreatment behaviors. CCI and brand equity differentially moderated the positive relationship between perceived corporate hypocrisy and customer mistreatment behaviors. Specifically, CCI and brand equity strengthened and weakened the positive relationship between perceived corporate hypocrisy and customer mistreatment behaviors, respectively.Practical implicationsMarketers and banking service managers should pay careful attention to customer evaluations of their social activities and communication about the ethical values and actions of their firms. Since CCI and brand equity have contrasting moderating effects on the corporate hypocrisy-aggressive behavior relationship, marketers should devise different strategies to manage the adverse effects of such corporate crises on company-identified and brand-committed customers. For example, managers should focus on customers who actively express their deep sense of disappointment or profound anger in response to corporate hypocrisy (e.g. those with high levels of CCI) because they are likely to exhibit aggressive behaviors toward the company or its employees. Managers need to devise customized relationship-recovery strategies for such customers (e.g. forging a personal connection between the customer and service provider).Originality/valueThe present findings delineate the adverse effects of perceived corporate hypocrisy on customer behaviors and the moderating effect of customer relationship quality on the corporate hypocrisy-mistreatment behavior relationship within the banking industry.
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Hanson, Thomas A., Michael R. Bryant, and Katie J. Lyman. "Intercollegiate athletic programs, university brand equity and student satisfaction." International Journal of Sports Marketing and Sponsorship 21, no. 1 (September 17, 2019): 106–26. http://dx.doi.org/10.1108/ijsms-10-2018-0102.
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Purpose The purpose of this paper is to explore relationships among three primary variables: sports spectatorship of intercollegiate football, university brand equity and student satisfaction. The primary purpose is to understand the extent to which athletic programs influence campus culture, sense of community and the satisfaction of undergraduate students. A secondary purpose is to probe the factor structure, reliability and validity of a recently developed sports spectatorship scale. Design/methodology/approach The authors collected data through an online survey of 419 undergraduate students enrolled at three separate Midwestern universities, using previously developed and validated survey scales. Findings Relationships between brand equity and student satisfaction suggest that athletic programs provide a benefit to universities by improving students’ psychological sense of community and emotional connection to the institution. Furthermore, correlations between sports spectatorship and brand equity measures suggest an internal advertising effect. Originality/value The results contribute to the understanding of the role of intercollegiate athletic programs, in this case from the perspective of enrolled undergraduate students. Additionally, the findings recommend ways that universities might maximize some of the benefits by emphasizing the emotional connection of the student body to the teams. The paper also contributes to the validation of the sports spectatorship scale as a tool for further research.
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Alexander, Bethan, and Luis Ortega Contreras. "Inter-industry creative collaborations incorporating luxury fashion brands." Journal of Fashion Marketing and Management 20, no. 3 (July 11, 2016): 254–75. http://dx.doi.org/10.1108/jfmm-09-2015-0075.
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Purpose – The purpose of this paper is to conceive the concept of inter-industry creative collaboration; a unique kind of cooperation between business partners from diverse industries. It investigates the motivations that encourage their creation and identifies a method to evaluate consumers’ attitudes towards this kind of partnership. The study analyses consumer-based brand equity and links them to inter-industry creative collaborations within the luxury fashion industry. Design/methodology/approach – Research was conducted using a comparative case design, which was qualitative in nature. Four cases were selected purposively. The data were obtained using semi-structured interviews with industry informants and consumer focus groups. Transcripts were thematically analysed according to common categories identified in the literature to enable cross-case conclusions to be drawn. Findings – The research proposes the existence of a direct relationship between the consumer-based brand equity effects and consumers’ attitudes towards inter-industry creative collaborations. This research not only proves the existence of the stated relationship but also generates a theoretical framework that specifically analyses inter-industry creative collaboration involving luxury fashion brands. Research limitations/implications – The usage of convenience sampling limited consumer participants to individuals who considered themselves luxury fashion consumers. In addition, the findings are limited to London, UK and cannot be generalised outside the examined cases. That said, the research provides a useful starting point for further empirical research to test the validity and reliability of the model outside of the stated cases. Practical implications – The proposed theoretical framework serves as a practical guide for luxury managers to assess the planning and execution of inter-industry creative collaborations conducted by their brands. Originality/value – The research makes a contribution to brand management literature by creating a connection between four topics of academic research: motivations of inter-industry creative collaborations; consumer-based brand equity; consumers’ attitudes towards inter-industry creative collaborations; and the creative and emotional elements of luxury fashion.
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Dwivedi, Abhishek, Lester W. Johnson, Dean Charles Wilkie, and Luciana De Araujo-Gil. "Consumer emotional brand attachment with social media brands and social media brand equity." European Journal of Marketing 53, no. 6 (June 10, 2019): 1176–204. http://dx.doi.org/10.1108/ejm-09-2016-0511.
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PurposeThe ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).Design/methodology/approachThis paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction. An online survey of 340 Australian social media consumers provided data for empirical testing. The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results.FindingsThe findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables. A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes.Research limitations/implicationsThis paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE. It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (i.e. satisfaction) are equally effective in translating emotional brand attachment into social media CBBE.Practical implicationsSocial media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy. The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction.Social implicationsLately, social media in general has suffered from a crisis of trust in society. The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society.Originality/valueSocial media platforms are often examined as brand-building platforms. This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these. This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE.
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Romero, Jaime, and María J. Yagüe. "Marketing assets: Relating brand equity and customer equity." Intangible Capital 12, no. 2 (March 17, 2016): 591. http://dx.doi.org/10.3926/ic.727.
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Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketing activities build these intangible assets simultaneously. In contrast, others suggest that brand equity is an antecedent of customer equity. In this research, we aim to shed light about the relationship between brand equity and customer equity, by empirically testing these two alternative explanations. Design/methodology/approach: We propose four research models that reflect these two alternatives explanations regarding the link between brand equity and customer equity. In order to estimate these models we employ Structural Equations Modelling. We measure model variables using data collected through a survey to marketing managers of services companies that operate in Spain. We compare these four research models in terms of explanatory power and goodness of fit. Findings: Our results indicate that the models that correspond to the simultaneity approach have a higher explanatory power and goodness of fit than the models that suggest that brand equity is an antecedent of customer equity, thus supporting that these intangible assets are built by marketing activities at the same time. Research limitations/implications: Our results recommend caution when interpreting previous research about the effects of brand (customer) equity, as they might indeed correspond to customer (brand) management. Similarly, future research focusing on customer and brand management need to take into account both managerial areas in their studies. Practical implications: From a practitioners’ point of view, our findings suggest adopting a brand-customer portfolio approach to enhance company profitability. Similarly, we derive implications for firm valuation processes, which incorporate brand equity and customer equity in their calculations. Originality/value: We empirically study the relationship between brand equity and customer equity, while previous research has analyzed this topic only at a theoretical level. Clarifying this link enriches our comprehension about how companies build these marketing intangible assets and increases the accuracy of firm valuation processes.
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Cuong, Pham Hung, Oanh Dinh Yen Nguyen, Liem Viet Ngo, and Nguyen Phong Nguyen. "Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty." European Journal of Marketing 54, no. 9 (July 23, 2020): 2257–86. http://dx.doi.org/10.1108/ejm-04-2018-0228.
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Purpose This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual customer equity drivers (CEDs) and their contribution to brand loyalty. This study identifies a reciprocity pathway in that brand equity, which mediates the linkage between relationship equity and brand loyalty. This study further posits that the linkage between relationship equity and brand equity is contingent on value equity. The authors then incorporate value equity as a moderator upon which the interrelationships among CEDs and brand loyalty may vary. Design/methodology/approach A sample consisted of 2,268 shoppers in a metropolitan city in Vietnam. Findings Relationship equity significantly determines brand loyalty through the moderating effect of value equity and the mediating effect of brand equity. Interestingly, these relationships are diverse across different experiential types of consumers. Research limitations/implications This study contributes to a better understanding of why and when value equity, brand equity and relationship equity trigger brand loyalty. Brand equity and value equity are the two underlying mechanisms that establish a moderated mediation model between CEDs and brand loyalty. The findings of this study show that experiential consumers are not created equals. The strength of the relationships between CEDs and brand loyalty differ among the five clusters of experiential consumers. Practical implications This study reveals the critical relationships between the three components of customer equity in the supermarket industry. The findings provide concrete direction for managers and marketers to be more effective in allocating resources, tailoring their marketing strategies and, accordingly, promoting brand loyalty of different types of consumers. Originality/value This study reveals the underlying modus operandi that explains the reciprocity effects of CEDs and the contingency role of brand experience on the CEDs–loyalty link. This study shows that brand equity fosters and sustains the reciprocity generated when consumers perceive a high level of relationship equity, serving as a mediator between relationship equity and brand loyalty. Importantly, value equity is an important moderator for strengthening this reciprocity effect. Furthermore, this study identifies a typology of experience-focussed consumers and shows that the CEDs–loyalty link significantly varies by these types of experiential appeal that characterise the consumers.
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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 (July 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. Hence, our results highlight the importance of implementing models that consider the interaction between them in order to obtain reliable measurements of the overall productivity of marketing actions. Additionally, our results suggest that the value of brands and customer portfolios should be jointly measured so as to obtain trustworthy assessments of firm value.
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Liao, Ying Kai, Giang Nu To Truong, and Phuong Minh Binh Nguyen. "Psychological and Relational Moderators for the Relationship Between Brand Equity and Its Consequences." Journal of Electronic Commerce in Organizations 18, no. 4 (October 2020): 93–116. http://dx.doi.org/10.4018/jeco.2020100105.
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One of the most critical marketing topics which have been widely discussed is brand equity. However, the moderating effects of relevant variables on brand equity are still inconclusive. This study focused on the potential moderating effects of consumer variables on the influences of brand equity on behavioral intention. Using a survey approach, the result of 353 cosmetics consumers showed that the level of relational moderators, including loyalty program participation, relationship age, product knowledge, and previous shopping experience would accelerate the influences of brand equity on behavior intention, brand preference, and word of mouth. While the level of psychological moderators including product involvement, brand commitment, brand love, switching cost and customer expectation would amplify the influence of brand equity to the same consequential variables. These results may provide an essential reference for both academicians and professionals to conduct further empirical validation or develop appropriate marketing programs to promote brand equity.
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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 (August 21, 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 performance as emanating from their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand connection and consumer-based brand equity, while a post hoc study showed that these relationships are robust among private meaning brands. Study 3 demonstrates that these mediated relationships are moderated by the type of dominant benefit the brand provides (i.e. hedonic-versus utilitarian-dominant benefits). Research limitations/implications Based on self-determination theory, brand skill is posited as the link between brand functionality, brand connection and consumer-based brand equity. Practical implications Brand managers are urged to not overlook the role of brand functionality in favor of other non-functional brand dimensions. Brand functionality enhances consumers’ perceived self-competence and fosters brand connection, especially for brands that offer superior utilitarian benefits. Originality/value This is the first study that empirically examines the process by which brand functionality leads to consumer-based brand equity and the role brand skill plays in making that connection.
Dissertations / Theses on the topic "Connection between relationship marketing and brand equity"
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Rivera, César, and Fredrik Byström. "Brand equity through rollercoasters and rabbits : Understanding the role of part-time marketers in enhancing the brand equity of an amusement park." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105764.
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Relationship marketing is a marketing theory that has gathered much focus in the marketing research area lately. The core idea of relationship marketing is to retain the existing customers of a company by establishing long-time relationships with them. The theory of brand equity is a well-known theory on brand development that deals with issues such as customer’s perceptions and the brand meaning. The main purpose of this thesis is to gain deeper understanding of what kind of role the front-line employees in terms of part-time marketers, have on the enhancing of Liseberg´s brand equity. Liseberg holds a special position for the citizens of Gothenburg, and as the biggest amusement park in the Nordic are with 3.1 million visitors in 2014, we argue that theories like relationship marketing and brand equity could be of importance for Liseberg to maintain their position in the minds of their customers. We have also been able to identify a research gap. We discovered that research about the role of part-time marketers in relation to brand equity is relatively scarce. Even more specifically, we have not been able to find studies regarding the role of part-time marketers in the enhancing of the brand equity of an amusement park. We have conducted a qualitative study in order to accomplish the purpose of our thesis. In our study, we conducted nine semi-structured interviews with managers, front-line employees and customers of Liseberg. The interviews helped us gain a deeper understanding on how the role of the front-line employees as part-time marketers was perceived both internally and externally in Liseberg. Data from different customer reports were also provided to us from Liseberg. From our qualitative studies as well as from the data provided by Liseberg, we can conclude that the role of the part-time marketers was perceived differently from the customer’s point of view, compared to what managers and front-line employees thought. Nevertheless according to our findings, we can conclude that part-time marketers have a very important role in the enhancing of Liseberg´s brand equity. Finally we have also made practical recommendations for the management of Liseberg regarding on how to work with the part-time marketer’s concept in mind to improve Liseberg´s brand equity.
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Hung, Kai-Tsung, and 洪愷聰. "Relationship between Brand Value proposition and Brand Equity - An Experiential Marketing of Clothing Brand." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/hg4434.
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碩士國立臺北科技大學
工業工程與管理研究所
96
In recent years, brand research is always an issue which academia and practitioners care about. In the past, enterprise’s value was constructed in its productivity. Nowadays, however, enterprise''s value depends on the brand building and development. Brand is an important communication tool between enterprises and consumers. Furthermore, it has the crucial influence on customer''s purchase decision-making and judgment. When brand provides immediate and profound experience to consumers, it builds a link with consumers; and further, creates values to consumers and itself. From this point of view, this proposed model was tested and focused on consumers in Taipei, who has purchased clothing with a brand. 330 customers were requested to answer the questionnaire and the effective respondents were 302 sets. The complex data was collected and analyzed by factor analysis, correlation analysis, One-way ANOVA, multi-regression regression analysis with SPSS, and Structural Equation Models analysis with LISREL. The proposition is to discusses the relationship among brand value proposition, customer experience and brand equity. The conclusions of this research have been summarized as followed: The conclusions of this research have been summarized as followed: brand value proposition is significantly affecting customer experience. Especially, self-expressive benefit is significantly influenced to sense. Brand equity is significantly affecting customer lifetime value. Especially, sense is significantly influenced to brand loyalty. Brand image is significantly affecting customer lifetime value. Especially, self-expressive benefit is significantly influenced to perceived quality. Eventually, the overall structure demonstrates that customer experience is a meditating effect that interacts with brand value proposition. The end result of this interaction will be brand equity.
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Tan, Cher-Lai, and 陳芝來. "The study of relationship between Perceived Marketing Mix Elements and Brand Equity." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/29534756925063548258.
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碩士國立中正大學
企業管理研究所
89
This study explores the relationships between perceived marketing mix elements and the creation of brand equity. This research proposed a conceptual framework in which perceived marketing elements, including price, sale promotion, advertising spending, store image, distribution intensity and brand name, are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, brand association, and brand awareness. These dimensions are then related to brand equity. We tests brands in three product categories — mobile phone, athletic shoes, and shampoo. Each set includes five brands; total fifteen versions of the questionnaires were prepared. We take convenient sampling and there are 551 valid questionnaires. The empirical tests using correlation and multiple regressions analysis support the research hypotheses and found some important implications for the brand equity creation process. Furthermore, using path analysis to find out the causal relationship among perceived marketing mix elements, dimensions of brand equity and brand equity. The results show that, either direct or indirect influences, good store image, good brand name, and high advertising spending are related to high brand equity. By strengthening the dimensions of equity, especially brand awareness, we can generate brand equity.
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WANG, YI-HUI, and 王薏蕙. "Hunger Marketing、Brand Equity of the Relationship between Purchase Intention-A Chain of Coffee Shops." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/dqp395.
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碩士國立高雄餐旅大學
餐旅研究所
107
The purpose of this study is to explore the effect of hunger marketing and brand rights on consumers' willingness to buy, based on literature and empirical research, and to study consumers who often go to chain coffee shops for consumption. Statistical analysis is carried out by narrative statistics, reliability analysis, regression analysis, related analysis and ANOVA verification, and the effective questionnaires collected are collected for statistical processing. The results of the study are as follows: 1. Hungry marketing has a significant effect on brand equity, and "scarcity (supply side)" has no significant effect on "brand equity". 2. Brand equity has a significant positive impact on consumers' willingness to buy, and the willingness to buy will be affected by brand loyalty, brand awareness, perceived quality positive impact, you can know that the level of education in "university", " The Institute's consumers are more concerned about brand awareness, that is, when their own brand is their own understanding, the willingness to buy on the relative improvement. 3.There are significant differences in the perception of hunger marketing among consumers of "students" and "other" occupations, there is a significant difference in the perception of brand awareness among consumers of "university" and "research" education, and significantly related to the educational level of consumers. Consumers who drink coffee more often each month have significant differences in perceived quality, i.e. consumers focus on the overall service and product quality in the coffee chain before buying, to decide whether to buy the key. In other words, when the industry implements hunger marketing practices, consumers will rely on the importance of brand rights and interests, and then determine their willingness to buy.
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Ging-Yi, Lin, and 林靜怡. "The Study of Relationship between Perceived Marketing Mix Elements and Brand Equity: A Product Involvement Perspective." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/79561013650293213482.
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碩士國立交通大學
經營管理研究所
91
In recent years, many scholars have been studying on the issue of brand equity, but there still has been lacking in the empirical study about how and what kind of marketing elements established brand equity. However, in the present age brands are more and more important in business, and there should be more relative studies about it. These are the reasons why I research into the study using product involvement as intervening variables of relationship between perceived marketing mix elements and brand equity. The study investigates the relationship between marketing mix elements and brand equity. The purposes of the study include the marketing mix elements effect on consumer attitude, and the effect of other marketing activities on brand reflection. For quantitative analysis, it takes randomly survey samples which amounts to 842 consumers from the students in Taipei. And the brands were selected by pre-test. This study use factor analysis, canonical correlation analysis, and multiple regression analysis to analyze data by using SPSS and SAS program. The results indicate that perceived marketing mix elements and brand equity are significant correlative. In addition, the relationship between perceived marketing mix elements and brand equity will be influenced by product involvement. Finally, the different product involvement will cause different relationship between perceived marketing mix elements and brand equity.
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Chen, Li-An, and 陳麗安. "Experiencing Basketball from Your Heart: The Relationship between Experiential Marketing and Brand Equity in Super Basketball League." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/eety6y.
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碩士國立臺灣師範大學
運動與休閒管理研究所
96
Nowadays is a customer-oriented age. Customers have been regarded as an important asset to a company, and how to find out and keep long-term relationship with key customers has become an essential issue for the operation of business. In the sports field, athletic success may be fleeting, but a focus on commitment to customers is not. Sports industry manager must put more emphasis on what consumers really want and need. The main purpose of this study was to combine both concepts of experiential marketing and brand equity to examine the spectators’ perceptions toward the 5th SBL, and further, to realize the relationship between both. This research involved a quessionnair survey and 588 samples were collected. The data were analyzed by statistic tools, such as descriptive statistic, t-test, one-way ANOVA, Pearson product-moment correlation, and Canonical correlation analysis. The findings were as follow: (1)The spectators of SBL were mainly consisted of female, age15-24, high school and college students whose average monthly income below 10,000 NT. And Taiwan Beer’s fans were most; (2)Spectators had better perceptions on sense and feeling experience; and reflected better cognitions toward brand loyalty and brabd awareness; (3)The variables of demographic had significant differences on experiential marketing and brand equity; (4)SBL experiential marketing had a positive relationship with brand equity, and feeling experience best explained brand association. According to the results, it is suggested that SBL should improve league’s image and equality of staff. Finally, foster the interaction between consumers and brand.
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Li, wei-TA, and 李韋達. "A Study on the Effects of Marketing Activities and Corporate Image on the Relationship between Brand Equity and Brand Value Chain." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/38146612314738353886.
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博士國立臺北大學
企業管理學系
93
In many studies on brand equity, numerous attempts have been made by scholars to build a systematic and integrated construct (Ambler, 2000; Keller and Lehmann, 2001; Shervani and Fahey, 1998) in order to examine the relationship between marketing activities and brand value more inclusively. These researchers considered that the brand value could be created though appropriate marketing activities such as advertisements, promotions, public reports and distribution channels. Keller and Lehmann (2001) proposed a Brand Value Chain (BVC) model, which explained the implication of every step of brand equity and how every value steps were linked together, to enable both academia and companies to create a more competitive marketing strategy. This study intends to investigate the following questions: (1) The effects of marketing activities or corporate image on brand equity. Whether different dimensions of marketing activities or corporate image will have different effects on brand equity? (2) Will the effect on brand equity differ when different dimensions of marketing activities and corporate image are combined? Do single affective factor and multiple affective factors contribute to brand equity differently? (3) How various affective factors can be combined to rebuild the brand equity when corporate image receives bad social evaluation because of negative events? (4) How to build the Brand Value Chain model for national brand and private brand? This study reviewed previous studies on brand equity in an attempt to conclude the causative relationships. First, the experimental design was constructed in which different affective factors were manipulated to investigate the possible equity level differences in every customer mind-set brand equity dimension. Second, the author proposed an integrated brand value chain model, which was the empirical research construct of this study, and took a close insight into the brand value chain of both national brand and private brand and compared their construct differences using Lisrel model analysis. The results of this study reveal: (1) The causative relationship between brand affective factor and brand equity construct. Product advertisement that focuses on individual product and promotion activities that involve gift giving and price discount both have significant effect on brand equity construct. Meanwhile, a corporate image that emphasizes its managing capability and its role as a citizen in social events also indicates significant difference in equity construct. This result clearly shows the existence of causative relationship between different affective factors and brand equity construct. (2) The difference between different types of brand and their brand equity chain models. Both national brand and private brand are examined with the brand value chain model proposed in this study and the regression coefficient values of every construct show their mutual effects. The regression coefficients of both brands in every construct differ significantly, indicating that different brand has its unique brand value chain model.
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Liu, Yu-Chen, and 劉鈺貞. "The influence of knowledge transfer on the relationship between brand marketing and brand equity-an empirical study of domestic banking industry." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/87677343170588080512.
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碩士實踐大學
企業管理研究所
90
The knowledge-based economy time is coming, “knowledge transfer” had become an important issue of knowledge management. As far as domestic banking industry is concerned, the products are more similar, and banking brand will become decision criteria of customers. So the research integrated knowledge transfer into structure of brand marketing and explore the effects of the banking brand marketing. According to results, the research hoped to suggest several future strategies for domestic banking industry. The population of this study is the bank industry in Taipei that the highest ratio of setting up branch banks. The research subjects are branch managers and customers. After investigation, there are 61 usable questionnaires from branch managers and 821 usable questionnaires from customers. The usable return rate of the research is above 80%.After retrieving questionnaires, there are 3 brand marketing factors extracted via factor analysis. They are including: “ability of bank operation,” “ability of market response,” and “ability of developing bank products”. The results indicate organizational factors (organizational culture, leadership style and creative personality traits) significantly influence brand marketing, and brand marketing also significantly influence performance (brand equity and operational performance). However, the results also indicate country of origin of banks and knowledge transfer have positive impacts on the relationship between brand marketing and performance. And then, knowledge innovation more extensively influences the relationship between brand marketing and performance. If banking industry want to keep competitive advantage in market of product similarity, the strategy of brand orientation is a key to ensure continued survival and growth. In the future, it will be an important issue for banking industry that how to successfully transfer banking brand knowledge to customers.
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Lee, Dong-Song, and 李東松. "Research on The Relationship between Service Brand Equity , Relationship Marketing, Service Quality, relationship quality and Behavior Intention：based on Flow Computer Products Industry as example." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/32882250610988937992.
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碩士南華大學
管理科學研究所
92
This study has adopted SPSS FOR WINDOWS as the tool for statistical analysis. For sampling data use research method for example, frequency distribution, T-test analysis, single factor variant analysis（One Way ANOVA）and subsequent inspection, Pearson correlated analysis canonical correlated analysis, cluster analysis, regression analysis , path analysis and so on. The purpose of this study was to examine the Study on the relationship between service brand equity, relationship marketing, service quality, relationship quality and behavior intention in Flow Computer Products Industry .The research was mainly conducted by questionnaires. Of the 720 questionnaires sent out, 690 were returned, among which 69 were not valid, 621 were valid. The returning rate of valid questionnaires was 86.25﹪. The major conclusions of this study are as follows： 1.The personal demographic information of customer （income）is significantly difference to the perceptions in areas of service brand equity . 2.The personal demographic information of customer （i.e., gender ,income）is significantly difference to the perceptions in areas of relationship marketing . 3.The personal demographic information of customer（income）is significantly difference to the perceptions in areas of service quality . 4.The personal demographic information of customer（income）is significantly difference to the perceptions in areas of relationship quality . 5.The personal demographic information of customer（gender）is significantly difference to the perceptions in areas of behavior intention . 6. Service brand equity is significantly positive correlated to relationship marketing, service quality, loyalty & pay（the parts of behavior intention）. 7. Relationship marketing is significantly positive correlated to service quality, relationship quality, loyalty & responses（the parts of behavior intention）. 8. Service quality is significantly positive correlated to relationship quality, loyalty（the parts of behavior intention）. 9. Relationship quality is significantly correlated to behavior intention. 10.The parts of service brand equity are significantly canonical correlated to the parts of relationship marketing, service quality, relationship quality. 11.The parts of relationship marketing are significantly canonical correlated to the parts of service quality, relationship quality. 12.The parts of service quality are significantly canonical correlated to the parts of relationship quality. 13. Different cluster’s customer are significantly difference to the perceptions of behavior intention. 14. The relationship among Service brand equity, relationship marketing, service quality and relationship quality is significantly positive effectiveness on loyalty. 15. The relationship among Service brand equity, relationship marketing, service quality and relationship quality is significantly positive effectiveness on pay. 16. The relationship among Service brand equity, relationship marketing, service quality and relationship quality is significantly positive effectiveness on response. 17. Service brand equity is significantly positive effectiveness on relationship quality. Relationship marketing is significantly positive effectiveness on relationship quality. Service quality is significantly positive effectiveness on relationship quality. Service brand equity is significantly positive effectiveness on relationship marketing. Relationship marketing is significantly positive effectiveness on service quality. Relationship quality is significantly positive effectiveness on behavior intention. The above findings will be shared with the boss of flow computer products industry, relevant scholar, and can be the basis for future relevant studies.
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Lin, Yun-Syuan, and 林昀萱. "The Relationship between Experiential Marketing, Experiential Value and Brand Equity: A Study of Bed & Breakfast Industry in Yi-Lan Area." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/37871485627118565381.
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碩士康寧大學
運籌與科技管理研究所
100
B & B tourism and leisure industry today is no longer simply to provide the accommodation space, but the development of accommodation, catering, leisure, landscape appreciation, experience nature and other services of the combination. In this study, part of the casual B & B for Ilan objects to study experiential marketing experience module in Yi-Lan Luo-dong min places of business model to develop its effectiveness. Study will be divided into experiential marketing: “sensory experience.” “emotional experience.” “thinking experience.” “act experience.” “related experience” five dimensions；Experience value is divided into: “consumer return on investment.” “service excellence.” “beauty” and “interesting.” four dimensions；Brand equity is divided into: four dimensions of “brand loyalty.” “brand awareness.” “perceived quality.” “brand association.” This study between March 2012 to April, a total of 400 questionnaires were sent, using random sampling method to distribute. A total of 371 valid questionnaires, research methods using descriptive statistical analysis, factor analysis, independent sample t-test, single factor analysis of variance, regression analysis.The results show the following: 1. There is a significant correlations between demographic variables and Experiential Marketing. 2. There is a significant correlations between demographic variables, and Experiential Value. 3. There is a significant correlations between demographic variables, and Brand Equity. 4. There were no significant correlations between Experiential Marketing, and Experiential Value. 5. There is a significant correlations from the different demographic variables between Experiential Value and Brand Equity.
Book chapters on the topic "Connection between relationship marketing and brand equity"
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Bankole, Oluwafunmilayo, and Mignon Reyneke. "The Effect of Fake News on the Relationship between Brand Equity and Consumer Responses to Premium Brands: An Abstract." In Marketing Opportunities and Challenges in a Changing Global Marketplace, 461–62. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39165-2_189.
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Kumar, Pawan, and Gursimranjit Singh. "Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers." In Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer, 336–55. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-0131-3.ch016.
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This chapter provides a theoretical analysis on the role of digital marketing, social media, and digital marketing tools and techniques (DMTT) in developing customer-based brand equity (CBBE). The chapter discuses different types of digital marketing tools and techniques. The review has found that the consumer's behavioural engagement with brands via social media has a positive effect on customer-based brand equity. Digital media has a positive effect on buyer's intentions because it creates a strong connection between customers and business. Web 2.0-based technologies let users create and collaborate and exchange information and values. This has further led to consumers participating in the process of production of goods and services, as co-creators. Customer engagement, co-creating, and sharing of information via online platforms enhances customer relationship and brand equity.
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Grover, Priya, and Sabyasachi Dasgupta. "The Impact of Brand Variance on Gender in FMCG Sector." In Advances in Marketing, Customer Relationship Management, and E-Services, 24–35. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3150-0.ch002.
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With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny(masculinity or feminity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category.. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.
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Sen Negi, Ankita, and Payel Das. "Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market." In Advances in Marketing, Customer Relationship Management, and E-Services, 36–52. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3150-0.ch003.
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One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.
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Mishra, Prashant, and Soumya Sarkar. "Customer-Based Corporate Brand Equity (CBCBE) In Business-to-Business Firms." In Advances in Marketing, Customer Relationship Management, and E-Services, 73–90. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6242-1.ch004.
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Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.
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Abd-El-Salam, Eman Mohamed. "Relationship Marketing as a Mediating Role Between Brand Image and Customer Loyalty in B2B Markets." In Global Branding, 128–56. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch007.
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The purpose of this paper is to examine how brand image, value equity (conceptualized as relationship value), and relationship equity (conceptualized as relationship quality) and customer loyalty play a vital role in the Egyptian business to business market-and to test it empirically in agricultural business customers of chemical manufacturer with respect to their main supplier. A structured questionnaire was developed. The hypotheses were simultaneously tested on a sample of 328 customer-supplier relationships out of 603 distributed, giving a response rate of 54.4 per cent. The structural equation modelling technique was used to empirically test the proposed hypotheses. The findings of this study show significant positive relationships and impacts among the factors under investigation. Also, relationship equity and value equity act as mediators in the link between brand image and customer loyalty.
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Mishra, Prashant, and Soumya Sarkar. "Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms." In Marketing and Consumer Behavior, 1729–46. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch085.
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Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.
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Pathak, Smriti Ashish. "Emotional Communication for Brand Appeal and Acceptance." In Advances in Marketing, Customer Relationship Management, and E-Services, 240–52. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3150-0.ch014.
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India is a land of diversity where we find varieties of culture at each step throughout the country. The various approaches discussed in this chapter have emotional connect so that the communication will be applicable to culturally diverse groups using a common creative theme. Communication such as the above requires skills like persuasion, comparison, response generation, image building etc. Many advertising methods and attempts suggest that the audience must derive meaning and use imagination to recreate cultural context and meaning. This chapter presents an emotional approach applied to various products to carry meaning in what is influenced by the cultural orientations across India. . The purpose of this paper is to discuss overall fundamental dimensions of Indian culture and its core values and resultant marketing implications. A few examples have been taken and primary research has been conducted to understand the connection between emotions and brand appeal in India.
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Mosca, Fabrizio, Philip J. Kitchen, and Valentina Chiaudano. "Investigating the Impact of Luxury Brands' Traditional and Digital Contents on Customer-Based Brand Equity." In Advances in Marketing, Customer Relationship Management, and E-Services, 81–100. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5882-9.ch005.
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After a period of initial scepticism, luxury-branded companies now understand the necessity of integrating digital technologies into their marketing actions. Therefore, most luxury companies approach emerging digital tools commencing from communication strategies. The direct consequence is the adoption of social media such as blogs, applications (apps), and social networking as new communication tools alongside and in conjunction with traditional media. The purpose of this chapter lies in seeking to understand the extent to which luxury brand consumers appreciate the contents of luxury brand communications and in comparing digital and traditional ranges. In addition, the chapter investigates the existence of a correlation between the level of satisfaction perceived by luxury consumers and the dimension of customer brand equity according to the Aaker model. In this endeavour, this study is an attempt to provide academics and practitioners with insight about the expectation of luxury brand consumers from contents delivered, comparing digital and traditional platforms.
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Šerić, Maja, Irene Gil-Saura, and Alejandro Mollá-Descals. "The Impact of Integrated Marketing Communications on Hotel Brand Equity." In Global Branding, 63–91. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch004.
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The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in Rome, Italy. The findings reveal that IMC exerts a positive impact on hotel brand equity. Furthermore, the inter-relationship exists between the three dimensions of hotel brand equity. In general, national culture does not exert a significant impact within the posited model.
Conference papers on the topic "Connection between relationship marketing and brand equity"
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Sun, Yang, Shenghui Wang, and Xianfang Xue. "RESEARCH ON THE RELATIONSHIP AMONG E-WOM, CONSUMER ETHNOCENTRISM, BRAND EQUITY AND PURCHASE INTENTION." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.08.02.03.
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