Relevant bibliographies by topics / Customer based brand equity model

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Academic literature on the topic 'Customer based brand equity model'

Author: Grafiati
Published: 4 June 2021
Last updated: 3 February 2022

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Journal articles on the topic "Customer based brand equity model"

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Farjam, Sanaz, and Xu Hongyi. "Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models." International Journal of Management Science and Business Administration 1, no. 8 (2015): 14–29. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.18.1002.

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The purpose of this paper is to explore the concept of brand equity and discuss its different perspectives, we try to review existing literature of brand equity and evaluate various Customer-based brand equity models to provide a collection from well-known databases for further research in this area.
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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 awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.
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Kayaman, Rüçhan, and Huseyin Arasli. "Customer based brand equity: evidence from the hotel industry." Managing Service Quality: An International Journal 17, no. 1 (2007): 92–109. http://dx.doi.org/10.1108/09604520710720692.

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PurposeThe paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer‐based hotel brand equity.Design/methodology/approachThe paper is based on the recommendations of previous studies, the scale constructed to measure consumer‐based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11 different countries whose accommodation in North Cyprus hotels was used to test the relations of the proposed model Path analysis.FindingsThe findings in this paper support the three‐dimensional model of customer‐based brand equity in hotel industry. Brand awareness dimension was not found significant in the tested model for hotels. The present study contributes to the understanding of customer‐based brand equity measurement by examining the dimensionality of this construct.Research limitations/implicationsFurther research in this paper should attempt to examine brand equity across many different hotel categories. This will give the opportunity to make comparisons between different hotels' products and this concept. Furthermore, intra relationship of customer based‐brand equity components on the hotel performance needs to be investigated.Practical implicationsThe paper shows that hotel managers and executives should try to influence; perceived quality, brand loyalty, brand image and brand awareness in their organizations and design their service delivery process by considering relations between customer based brand equity components.Originality/valueThe principal contribution of the paper is that it provides important insights into the development and measurement of customer based hotel brand equity scale and limited hotel brand equity literature.
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Ali Yab, Muhammad, Muhammad Ilyas, and Chaudhry Abdul Rehman. "Customer Based Brand Equity: Evidence from the Soft Drink Industry in Pakistan." INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY 9, no. 2 (2014): 1637–47. http://dx.doi.org/10.24297/ijmit.v9i2.2888.

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This study aimed to investigate the impact of brand equity on consumer responses in soft drink industry. Endeavor is to improve the conceptualization of brand equity concept in Pakistan. The study seeks guidance from Kellers Customer Based Brand Equity (CBBE) Model regarding link between brand equity and customer response. The study was designed to test the hypotheses through measuring the dimensions of brand equity of soft drink industry. Data was collected through a structured questionnaire. Brand equity predictors help to create and build customer based brand equity (CBBE) through an inter link order. Brand quality, brand association and brand image emerge as vital factors to affect the growth of CBBE. However, brand loyalty shows insignificant impact on growth of CBBE in socioeconomic context of Pakistani customers.The research study was limited to Lahore, Sialkot, Gujranwala and Faisalabad with restricted sample. The study should have vital practical implications for practicing managers and marketing strategists in the industry. The research paper aimed to comprehend the effects of customers based brand equity (CBBE) on customer responses in the context of soft drink industry of Pakistan. This study should deliver valuable information for the organizations who desire to develop brand equity for their products.
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Shuv-Ami, Avichai. "A new market brand equity model (MBE)." EuroMed Journal of Business 11, no. 3 (2016): 322–46. http://dx.doi.org/10.1108/emjb-05-2015-0025.

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Purpose The current study conceptualizes and empirically tests a new model of market brand equity (MBE). This model, that not just provides an understanding of customer mindsets toward the brand, as most empirical models do, but also measures the marketing benefits of such mindsets. The present study offers two models. One is comprehensive and theoretical while the other is an empirical model. The empirical model is a practical model drawn from the more comprehensive and conceptualized model. The hypothesized empirical MBE model is tested using structural equation modeling (SEM) analysis followed by a formula that offers a method to calculate and rank competitive brands in the market place. The purpose of this paper is to conclude with a discussion of the implications of the model. Design/methodology/approach The findings of the present research are based on a representative sample of 964 cellular phone users selected randomly from an Israeli internet panel were analyzed. The questions related to the dimensions of the brand equity needed a more intimate relationship of the customers with the brand. Thus, those questions were asked only with regard to the brand that the respondents were mainly using. These questions were concerned with brand knowledge, brand commitment and brand overall attitude. The other questions that the respondents answered were about three other brands on the market. All dimensions, except purchase barriers, were measured on a ten-point scale. Findings SEM analysis was used to test the hypothesized MBE model as well as alternative models. The results, which supported the hypothesized model, indicated that knowledge has a strong positive effect on image, personality and attitude. Image has a positive effect on attitude, but that of personality was insignificant. Attitude, image and personality have a positive effect on commitment. Commitment affects recommendation strongly and positively. Both commitment and recommendation have a positive and significant effect on potential market share. Research limitations/implications The limitations of the current research are that it was not measured over time and that only one product category has been tested. In addition to dealing with these limitations, future research may also add additional marketing performance outcome variables such as the ability to obtain premium prices and to exercise brand power in relation to channels of distribution. Practical implications The model presented in this paper provides the marketer with the ability to compare, from a competitive perspective, the relative average in the market place of customer mindset, customer performance and marketing performance. The analysis also reveals whether to invest in strengthening customer mindset or in capturing a greater market share. When the brand leader is far from its followers, an additional analysis may be required and it may be necessary to increase the sensitivity of the analysis by examining separately (without the leading brand) the relative differences between the follower brands. Moreover, the measurement questions should be adjusted to fit different product categories. For example, in testing the MBE in the service industry, “product performance,” which is a component of brand commitment, should be measured by the “quality of service.” But the way of using the model will not change. Another example for future research may be found in sport marketing, such as among football or basketball clubs. In such instances, performance – winning or losing – or even the quality of the players on the team may be considered. It is suggested here that the MBE’s measurement of fast-moving products vs slow moving ones. However, in such cases the model would probably show a significant difference in involvement with the brands of fast-moving products displaying much lower customers’ involvement then brands of slow-moving products. Originality/value The empirical model suggested in this study is a new and practical market-based brand equity that uses commitment as the main construct, building brand equity to represent the performance outcome of the customer mindset used in the models noted above. The current study also offers a new practical and useful formula for calculating and ranking MBE.
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Shao, J., J. Zhang, and K. Chen. "Research on brand extension feedback effects based on customer equity." South African Journal of Business Management 46, no. 1 (2015): 97–105. http://dx.doi.org/10.4102/sajbm.v46i1.86.

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As a strategy for enterprises to expand the scale of their operations, brand extension could also generate feedback effect diluting parent brand's customer equity. This study proposes and estimates a theoretical model examining the influence of brand extension on the drivers of parent brand's customer equity, namely value equity, brand equity, and retention equity using data of 850 questionnaires from ordinary consumers in China. The model indicates whether the drivers of a parent brand's customer equity change after brand extension, and how fit and consumer evaluations of brand extension influence the drivers of the parent brand's customer equity. The results show that firstly brand extension influences the drivers of parent brand's customer equity, secondly fit and consumer evaluations of brand extension directly affect the drivers of parent brand's customer equity, consumer evaluations also perform an intermediary function between fit and the drivers of parent brand's customer equity. Finally, this paper talks about managerial implications of the finding.Limitations and suggestions for future research are also discussed.
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Keller, Kevin Lane. "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity." Journal of Marketing 57, no. 1 (1993): 1–22. http://dx.doi.org/10.1177/002224299305700101.

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The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
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Shashikala, R., and A. M. Suresh. "Measuring Customer Based Brand Equity Using Aaker's Model." Indian Journal of Marketing 43, no. 3 (2013): 5. http://dx.doi.org/10.17010/ijom/2013/v43/i3/36366.

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Jensen, Morten Bach, and Kim Klastrup. "Towards a B2B customer-based brand equity model." Journal of Targeting, Measurement and Analysis for Marketing 16, no. 2 (2008): 122–28. http://dx.doi.org/10.1057/jt.2008.4.

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KASHIF, MUHAMMAD, SITI ZAKIAH MELATU SAMSI, and SYAMSULANG SARIFUDDIN. "BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND." Revista de Administração de Empresas 55, no. 4 (2015): 432–43. http://dx.doi.org/10.1590/s0034-759020150407.

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ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.
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Dissertations / Theses on the topic "Customer based brand equity model"

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Alkhalil, Cindy, and Sophia Rehioui. "Brand Equity inom B2B startups : en kvalitativ studie om hur B2B startups arbetar med brand equity för att skapa konkurrensfördelar." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34442.

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Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they faces challenges because of lack of capital, time and resources. As the competition in the market grows, startups need to create competitive advantages by working hard with their brand strategies to achieve strong brand equity. This study aims to highlight how B2B startups work with brand equity in order to achieve competitive advantages. The study has used a qualitative research strategy where the primary data has been collected through semi-structured interviews with four different startups based in Stockholm. The study shows that startups need to first position themselves in the market and then work on brand building. The result also shows that B2B startups are aware of the brand's importance and that they in fact work with brand equity to achieve competitive advantages. However, the strategies with the steps in the CBBE model differs depending on the industry and type of corporate activity.
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Oyedeji, Tayo A. "The credible brand model the effects of ideological congruency and customer-based brand equity on media and message credibility /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5574.

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Thesis (Ph. D.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on June 11, 2009) Vita. Includes bibliographical references.
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Teplá, Zuzana. "Vliv značky Mary Kay na kupní chování zákazníků." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204008.

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The diploma thesis deals with the analysis of the influence of Mary Kay brand on purchase behavior of customers B2C markets thanks to the model customer-based brand equity and the model ColourMind using colour-word association method CWAT. Its aim is to evaluate perception of the brand and factors influencing behavior of customers. Theoretical part is focused on B2C markets, brand politics, customers and their attitude to shopping. Practical part deals with identification of Mary Kay company, analysis of determinants and evaluation of their influence on purchase behavior of customers.
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Blomberg, Linnéa, and Julia Furman. "Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85368.

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Purpose – The purpose of this study is to explore how environmentally sustainable efforts, in terms of circular economy (CE) initiatives, are affecting the customer-based brand equity (CBBE) of fast fashion brands. By considering the attitudes of Generation Z, fashion companies can build brands that respond to the environmental requirements of future decision-makers. Therefore, the following research questions are derived: What are Generation Z’s self-disclosed perceptions of fast fashion brands conducting circular economy initiatives? and How do the perceptions of Generation Z regarding circular economy initiatives impact the CBBE of fast fashion brands?  Method – This master thesis is an exploratory study with an inductive approach. In total, 12 qualitative interviews are conducted, consisting of consumers of fast fashion within Generation Z and currently living in Sweden. The interviews follow a semi-structured approach and in order to analyze the empirical findings, a thematic analysis was executed.  Findings – The main findings of this study consist of three overarching themes in terms of Generation Z’s perceptions towards fast fashion brands conducting CE initiatives and its impact on CBBE. The emerging perceptions describe different segments within Generation Z, which have been defined as Positive: Creates Value, Negative: Hypocritical, and Indifferent: Not relevant. Moreover, the results show that a positive perception towards CE initiatives can strengthen the CBBE of fast fashion brands. In contrast, a negative perception causes a small impact on CBBE and may even weaken the brand, whereas an indifferent perception towards CE initiatives has no noticeable impact on the CBBE.  Theoretical and practical contributions – The study provides insights into Generation Z's different perceptions regarding CE initiatives and how macro-environmental factors can impact the brand equity of fast fashion brands and consumer perception of these brands. The main findings can assist brand managers to address the different consumer segments and their needs by successfully implementing sustainability activities into the business operations of fast fashion brands.
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Park, Sang Hee. "The Antecedents and Consequences of Brand Image: Based on Keller’s Customer-Based Brand Equity." The Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1259560834.

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Komulainen, Mikko. "Exploration of customer-based brand equity in the field of accounting." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53006.

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Background: The study explores the impact of brand equity on brand loyalty intention within the accounting services sector in Finland. The study uses four dimensions of brand equity, which include perceived brand quality, perceived brand value, perceived brand uniqueness and perceived corporate credibility. Purpose: The purpose of this thesis is to explore the applicability and the impact of customer-based brand equity and its dimensions in the field of accounting. Method: The current research applies known conceptual frameworks and theories on the dimensions of customer-based brand equity in business-to-business context and investigates causal relationships between the CBBE dimensions and brand loyalty intention. A self-administered survey was conducted and a total of 93 responses was collected from businesses that use external accounting services. Conclusion: All hypotheses have been supported and the findings conclude that brand quality, brand value, brand uniqueness and corporate credibility have positive correlation with brand loyalty intention. Findings of the study are relevant for marketers and researchers, as well as for managerial implications in the building of brand equity. The paper provides valuable insights into the dimensions of customer-based brand equity in the business-to-business context and offers a solid foundation for future research on brand loyalty and brand equity and offers practical help for businesses to enhance their customers’ loyalty.
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Berger, Philipp. "An exploration of customer-based brand equity in industrial markets." Thesis, University of Gloucestershire, 2017. http://eprints.glos.ac.uk/4739/.

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Although interest towards the business-to-business (B2B) brand and its equity has increased over the last ten years (Klarmann & Fleischmann, 2014), the elements that have been identified and the models that have been developed appear rather disconnected (Leek & Christodoulides, 2011). One possible reason is that the theory that has been developed is rarely rooted in the B2B context (Keränen, Piirainen, & Salminen, 2012). This leaves a high potential to uncover further elements, their interrelations and underlying patterns by exploration (Keränen et al., 2012). The accomplished multiple case study follows an embedded and a holistic approach (Yin, 2009) by studying the similarities and differences of the cases and the subunits. The four cases represent one larger organisation and three smaller organisations. Three of these organisations purchase standard goods and one organisation purchases highly customised components. Using an adapted critical incident technique, the author accomplished two semi-structured interviews with 18 participants. The elaborated framework and the developed model offer a dynamic view of customer-based brand equity, consider the multifaceted nature of the industrial B2B context and take the multi-headed nature of the buying centre into account. Moreover, the findings have uncovered the buying centre’s general valued factors. The results show further that the characteristics of the assets vary depending on the business context and the business functions’ range of tasks. The fulfilment of the business functions’ task-based value factors appears to offer the possibility to address the selfimage. Furthermore, I propose to determine customer-based brand equity by the three main comprehensive brand assets: the brand’s knowledge, the capability and the attitude (see Figure 23). These assets and their detailed characteristics are valued throughout the business relationship (see Figure 24). A business relationship consists of a pre-contact, evaluation, clarification, survey, foreplay, delivery, proof of credit and a relationship phase. The influence on the brand’s image appears to be particularly strong during the evaluation and clarification phases. The capability and knowledge factors are found to be most influential during the beginning of the relationship and the attitudinal factors during the later phases. The value of an intensive relationship appears to depend on the potential for joint-work optimisation, the contribution towards the customer’s stated added value and the degree of interactivity. Moreover, the relationship begins with the perception— achieved through one-way communication—of the brand as a team. Only later does the business relationship become increasingly interactive and the perception develops towards a focus on the team members. Apart from the sales force, the engineers are found to be one of the most influential team members that contribute to the brand image.
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Bengtsson, Anna, and Ida Larsson. "Revolutionary Rebranding´s Impact on Brand Attitudeand Customer-Based Brand Equity among SwedishConsumers." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22930.

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Coop, WF. "Brand Image of MBA Business Schools in South Africa as driver of customer-based brand equity." Thesis, Cape Technikon, 2002. http://hdl.handle.net/20.500.11838/2096.

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Thesis (MTech (Marketing))--Cape Technikon, 2002.<br>Brand image has long been recognised by marketers and brand researchers alike as an important concept in marketing. Brand image as defined by Keller (1993), is complex and consists of perceptions about a brand as reflected in memory by the brand associations held in consumer memory. These brand associations are the other informational nodes linked to the brand in memory and contain the meaning of the brand for consumers. Brand image in turn will impact on customer-based brand equity which Keller (1993) defmes as the differential effect that overall brand knowledge has on consumer response to the marketing effort of a brand. This study investigates the importance and relevance of brand image and its impact on customer-based brand equity in a high-involvement purchase, using the MBA market as the field of study. Based on the findings of the research conducted by Markinor (2001) regarding the perceptions of business schools by MBA graduates in South Africa, the writer developed an Integrated Brand Management Model which will serve as a conceptual framework for managing the "brand gap", defined as the gap that exists between brand identity (as proposed by the organisation), and brand image (as perceived by the consumer). Furthermore, the model illustrates the dimensions of brand identity that need to be managed on an ongoing basis by brand managers to ensure the success of a brand, and the resultant impact that this management process will have on the various dimensions of brand equity.
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Gyori, Laszlo Alexandru, Arthur Heurtaux, and Pedro Alonso Talavera. "Relationships on social media based brand communities : Explaining the effect on customer-based brand equity in the service industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65022.

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Background: The importance of brand communities is increasing as managers have understood the benefits such communities which can create competitive advantage. Companies are trying to differentiate from the competitors and customer-based brand equity has been acknowledged as a successful marketing tool. Moreover, the development of social media allowed people from different cultures to come together, interact and share experiences in regards of their favorite brand. Purpose: The purpose of this paper is to explain the effect of relationships on social media based brand communities on customer-based brand equity in the service industry. Methodology: The research proposes a sequential explanatory design which consists of a mixed approach by collecting and analyzing the quantitative data first, followed by the collection and analysis of the qualitative data in the form of interviews based on the quantitative results. Data has been collected from Facebook Groups and Facebook Fan Pages in regards of an airline. Findings: Relationship that customers form with the brand, other customers and the service on social media based brand equity have a positive effect on customer-based brand equity. Furthermore, perceived brand trust represents a significant moderator in this relationship. Additionally, results show that there are differences between different cultures in enhancing brand equity. Keywords: Social Media, Brand Communities, Customer-Based Brand Equity, Service Industry, Perceived Brand Trust, Culture
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Books on the topic "Customer based brand equity model"

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Keller, Kevin Lane. Conceptualizing, measuring, and managing customer-based brand equity. Marketing Science Institute, 1991.

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Keller, Kevin Lane. Conceptualizing, measuring and managing customer-based brand equity. Marketing Science Institute, 1991.

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Keller, Kevin Lane. Building customer-based brand equity: A blueprint for creating strong brands. Marketing Science Institute, 2001.

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Keller, Kevin Lane. Building customer-based brand equity: A blueprint for creating strong brands. Marketing Science Institute, 2001.

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Pracejus, John Walter. An inference-based model of building brand equity through sponsorship. University of Florida, 1998.

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Chabowski, Brian R., and G. Tomas M. Hult. A Study of the Long-Term Value of Capabilities-Based Resources, Intangible Strategic Assets, and Firm Performance. Edited by Michael A. Hitt, Susan E. Jackson, Salvador Carmona, Leonard Bierman, Christina E. Shalley, and Douglas Michael Wright. Oxford University Press, 2014. http://dx.doi.org/10.1093/oxfordhb/9780190650230.013.003.

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How do capabilities-based resources focused on customers, supply chains, and how does innovation impact a firm’s strategic assets and performance? We develop a framework to (1) test strategic resource allocations as investments in future opportunities, (2) examine the influences of strategic resources on strategic assets, and (3) study the effects of strategic assets on performance. The model incorporates data from a 12-year period to examine the lagged effects over a “strategic” length period. The results show that the resources that affect assets include business-to-customer (B2C) marketing expenditures, sourcing attentiveness, inventory readiness, production capacity, and overall innovation creativity. Customer satisfaction and brand equity are two firm-level strategic assets that influence financial performance. The robustness of the overall results was also examined in two technological contexts (low/stable vs. high tech).
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Keller, Kevin Lane. Conceptualizing Measuring, and Managing Customer Based Brand Equity (Working Paper 91 123) (Photocopy Ed.). Marketing Science Inst, 1991.

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Book chapters on the topic "Customer based brand equity model"

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Çınar, Kevser. "Customer Based Brand Equity Models in Hotel Industry: A Literature Review." In Strategic Innovative Marketing and Tourism. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-36126-6_31.

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Pham, Phuoc H., and Bashar S. Gammoh. "Characteristic of Social Media Marketing Strategy and Customer-Based Brand Equity Outcomes: A Conceptual Model." In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_87.

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ur Rehman, Manqoosh, and A. Rashid Kausar. "Managing Customer-Based Brand Equity (CBBE) Through Brand Knowledge Management." In Rediscovering the Essentiality of Marketing. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-29877-1_117.

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Zhao, Wei-hong, and Yu-dong Zhang. "Dimensions and Formation Mechanism of Customer-Based Place Brand Equity." In Proceedings of the 22nd International Conference on Industrial Engineering and Engineering Management 2015. Atlantis Press, 2016. http://dx.doi.org/10.2991/978-94-6239-177-2_64.

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Arikan, Ramazan H., and Chuandi Jiang. "An Expectancy Model of Green Product Consumption and Green Brand Equity." In Back to the Future: Using Marketing Basics to Provide Customer Value. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-66023-3_223.

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Zablocki, Agnieszka, Bodo Schlegelmilch, and Elena Schant. "Customer-Based Brand Equity in the Digital Age: Development of a Theoretical Framework: An Abstract." In Back to the Future: Using Marketing Basics to Provide Customer Value. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-66023-3_237.

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Ismail, Heba, Nadia El-Aref, and Omneya Yacout. "An Examination of the Realtionship Between Country of Origin and Customer-Based Brand Equity: Testing the Effect of Some Moderators." In Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-24184-5_197.

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Nam, Yongsik, and Youngsik Kwak. "The Development of Dynamic Brand Equity Chase Model and Its Application to Digital Industry Based on Scanner Data." In U- and E-Service, Science and Technology. Springer Berlin Heidelberg, 2009. http://dx.doi.org/10.1007/978-3-642-10580-7_7.

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Khanlari, Amir, Faezeh Rezaei, and Seyed Abolghasem Mira. "The Effects of Social Media-Based Brand Communities on Brand Loyalty and Brand Equity." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8586-4.ch012.

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Nowadays, the concept of brand community is tied with media. So, the new concept of social media based brand community without constraint of geography is built. In this chapter, we investigate the effects of social media based brand community on elements of the customer centric model, brand loyalty and brand equity through its antecedents (i.e., brand loyalty, brand trust, perceived quality, brand awareness/ association). An online survey with 170 users of brand community of Cinere Company on Facebook was conducted and path analysis technique was applied for data analysis. The results show that brand community of Cinere on social media has positive effects on all elements of the customer centric model. customer/ other customer and customer/ brand relationships have positive effects on brand loyalty with mediating role of brand trust; and loyalty, perceived quality, brand awareness/association have positive effects on brand equity. Interestingly, brand trust contributes only indirectly to brand equity. Finally, implications for practice and future research opportunities are discussed.
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Abdul-Talib, Asmat Nizam, and Sana Arshad. "Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions." In Handbook of Research on Technology Applications for Effective Customer Engagement. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4772-4.ch005.

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The internet has presented marketers with diverse methods to interact with their target market, and viral marketing is one of those low-cost methods. The purpose of this study is to explore how viral marketing impacts purchase intentions through customer-based brand equity (CBBE) on the basis of models proposed by Aaker and Keller. Social media is one of the essential indicators that influence customers to purchase intensions. However, brand loyalty, one of the important components of CBBE, is studied in terms of customers' purchase intentions. This study focuses on identifying the role of viral marketing in developing positive brand equity in customers' mindsets. A comparison of previous and present CBBE models are also presented in this study.
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Conference papers on the topic "Customer based brand equity model"

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Takahashi, Hiroyuki. "INTEGRATED MODEL OF CUSTOMER-BASED RETAL BRAND EQUITY A MODEL BASED ON EQUITY DRIVER AND EQUITY COMPONENTS OF JAPANESE SUPERMARKETS." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.08.10.04.

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Unurlu, Çiğdem, Ayşe Akyol, and Dilek Altaş. "The Relationships between Destination Brand Image, Destination Brand Loyalty and Word of Mouth Behaviour." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00831.

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This article documents a study and model of the destination brand image, destination brand loyalty and word-of-mouth behaviour (WOM). Therefore, the literature review consists of three parts namely destination brand image, destination brand loyalty and word-of-mouth behaviour. Destination brand image can be defined as the reasoned perceptions consumers attach to specific brands. Destination brand loyalty can be defined as the main source of customer-based brand equity. Brand loyalty was defined as the attachment a customer has to a brand. Lassar et. al. noted that brand equity stems from the grater confidence that consumers place in a brand than they do in its competitors. This confidence translates into consumers' loyalty and their willingness to pay a premium price for the brand. Word of mouth behaviour can be defined as informal communications directed at other consumers about the ownership or characteristic of particular goods and services and/or their sellers. In order to explore the relationship between destination brand image, destination brand loyalty and word-of-mouth behaviour, a two phase research design (exploratory and descriptive) was adopted and conducted. This study was based on the measures of Boo et all (2009), and Kim et all (2011) because their instruments had been developed, tested, refined and yielded reliable results. The questionnaire items were scored on a 5 point Likert scale, ranging from “strongly disagree” to “strongly agree”. A cross sectional design was used for the data collection. Data is analysed by using SPSS.
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Roskosa, Antra, and Yulia Stukalina. "Exploring Brand Personality in Higher Education." In 14th International Scientific Conference "Rural Environment. Education. Personality. (REEP)". Latvia University of Life Sciences and Technologies. Faculty of Engineering. Institute of Education and Home Economics, 2021. http://dx.doi.org/10.22616/reep.2021.14.019.

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The increasing role of branding in the higher education sector is closely associated with the enhanced marketing orientation of a modern university. This, in turn, is determined by intensified competition between higher education institutions for students, staff, sponsors and research funding. A strong university’s brand related to excellent academic reputation can become a means for gaining competitive advantage in the global education marketplace. Brand is regarded as a complex concept comprising different constituents, brand image being an essential branding facet. Brand image is linked to customers’ perceptions of a brand that are echoed by a set of brand associations – usage situations, product attributes and brand personality. The aim of the paper is to explore brand personality in higher education based on the data collected in two tertiary education institutions – RTU (Riga Technical University) and TSI (Transport and Telecommunication Institute). The study makes use of the conceptual customer-based brand equity model (CBBE) created by K.L. Keller, which assumes that brand equity is closely related to strong positive and exclusive brand associations that can be expressed as brand benefits, attitudes and attributes, brand personality attributes being an essential aspect of brand equity. For exploring brand personality, the paper also applies the brand personality framework, including brand personality dimensions and associated attributes, developed by J.L. Aaker. The paper reports the results of a survey used to collect information about RTU and TSI students’ perceptions of different brand personality attributes. The results of the empirical study demonstrate that every university is recommended to be tolerant, open-minded and respected. The base of it lies on the same ground – the respect towards the personality. Moreover, every university is also recommended to become a “modern brand”, innovation, creativity and thinking “out of the box” being essential characteristics of the brand. The results of the study would contribute to overall understanding of brand personality in higher education, and how it may influence preference for a brand in educational settings.
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Hurriyati, Ratih, Ade Abdullah, Isma Widyanti, and Asep Nandiyanto. "Model Analysis Of The City Identity Towards A Creative City As A Tourism Destination And Its Impact On Customer Based Brand Equity." In Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia. Atlantis Press, 2016. http://dx.doi.org/10.2991/atf-16.2016.16.

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Harits, Elgine, and Reny Yuliati. "Customer-Based Brand Equity in an Education Event." In Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2019). Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210531.060.

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Sontaite-Petkeviciene, Migle. "Customer-based brand equity creation for online grocery stores." In Research for Rural Development 2020. Latvia University of Life Sciences and Technologies, 2020. http://dx.doi.org/10.22616/rrd.26.2020.029.

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Given the growing worldwide tendencies of online shopping and increasing popularity of online grocery shopping, building customer-based brand equity for online grocery stores is gaining its popularity among business owners and marketers. Building good customer-based brand equity is considered to be one of the crucial goals for online businesses that leads to successful competition and good customer experience. The aim of this research is to determine customer-based brand equity dimensions for online grocery stores. To reach the aim, this paper adopts analysis and synthesis of scientific and practical literature in the field of customer-based brand equity and empirical research of three stages: field analysis, expert interviews and customer survey. 33 dimensions of customer-based brand equity for online grocery stores grouped in 8 dimension clusters were generated from the field analysis and expert interviews. Generated dimensions were provided for the evaluation during the customer survey. Empirical research proved 31 valid dimensions of customer-based brand equity for online grocery stores evaluated as very relevant, relevant and of average relevance. Main drivers of customer-based brand equity for online grocery stores that proved to be very relevant are: saving time, good price, fresh products, quality of service, and reputation of retail chain behind.
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Shi, Xiaofeng, Xiaoding Wu, and Lixun Su. "The effect of merchandise assortment on retail brand: based on customer-based brand equity." In 2013 International Conference on Services Science and Services Information Technology. WIT Press, 2014. http://dx.doi.org/10.2495/sssit131602.

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Meirani, Meirani, and Abror. "Effect of Customer Brand Engagement, Customer Satisfaction and Brand Love, to Customer-Based Brand Equity on Brand Honda Motorcycle in Faculty of Economic in Universitas Negeri Padang." In Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019). Atlantis Press, 2019. http://dx.doi.org/10.2991/piceeba-19.2019.40.

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Zhu, Dauw-Song, and Min-Jone Kuo. "A Study on the Customer-Based Brand Equity of Online Retailers." In 2010 IEEE/ACIS 9th International Conference on Computer and Information Science (ICIS). IEEE, 2010. http://dx.doi.org/10.1109/icis.2010.128.

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Huan, Zhou, Hu Naijing, and Li Guangming. "Knowledge-Based Customer Equity Management Model." In 2014 International Conference on Management of e-Commerce and e-Government (ICMeCG). IEEE, 2014. http://dx.doi.org/10.1109/icmecg.2014.54.

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Reports on the topic "Customer based brand equity model"

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Charles, Vincent, and Jorge Zavala. A Satisficing DEA Model to Measure the Customer-based Brand Equity. CENTRUM Católica Graduate Business School, 2015. http://dx.doi.org/10.7835/ccwp-2015-10-0024.

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