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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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Thusyanthy, Vadivelu, and Vadivelu Tharanikaran. "The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review." International Journal of Business and Management 10, no. 11 (2015): 212. http://dx.doi.org/10.5539/ijbm.v10n11p212.
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Currently most of the marketers use celebrity endorsement as an effective promotional tool, where celebrities are the well known individuals to the public, and this celebrity endorsement in advertisements have impact on customer based brand equity. Even though, there is a relationship between celebrity endorsement and customer based brand equity, many scholars have implied that several variables and dimensions also impact on these celebrity endorsement and customer based brand equity broadly. This qualitative comprehensive review explores with the various literature supports for the relationship variables to celebrity endorsement and customer based brand equity. To extend and facilitate further studies contextually and empirically, a comprehensive model is presented to demonstrate how these relationship variables relate to celebrity endorsement and customer based brand equity. This study with a comprehensive and complex model contributes to the existing literature and enhances the studies, which are related to the celebrity endorsement and customer based brand equity.
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Rodríguez-López, María Eugenia, Salvador del Barrio-García, and Juan Miguel Alcántara-Pilar. "Formation of customer-based brand equity via authenticity." International Journal of Contemporary Hospitality Management 32, no. 2 (2020): 815–34. http://dx.doi.org/10.1108/ijchm-05-2019-0473.
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Purpose This study aims to examine the extent to which customers’ perceptions of restaurant authenticity facilitate the establishment’s customer-based brand equity (CBBE) – both directly and indirectly – via customer satisfaction. The study also analyzes whether restaurant type moderates the antecedent relationships of CBBE formation. Design/methodology/approach Two restaurants of different types were selected for the study: a mid-scale and a moderate/casual restaurant. Based on a final total sample of 402 customers of both restaurant types, a moderated mediation regression model was used. Findings It was found that the level of authenticity perceived by the restaurant visitor during the gastronomic experience is an antecedent of restaurant brand equity formation, both directly and indirectly, via customer satisfaction. Furthermore, these antecedent relationships were found to be partially moderated by restaurant type. Research limitations/implications Only two restaurants were used for the study. This study could be replicated by comparing other types of restaurants with differentiated characteristics to test whether the results obtained for these two types can be extrapolated to the rest. Originality/value There is no empirical evidence in the literature regarding the possible moderating effect of restaurant type on brand equity formation, so the particular note is the simultaneous application of CBBE measurement to the analysis of two different types of restaurant and the differences in their brand equity formation. On the other hand, there are few studies that use moderated mediation regression analysis as a methodological technique in the field of restaurants, so this is an interesting methodological contribution.
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Hsu, Cathy H. C., Haemoon Oh, and A. George Assaf. "A Customer-Based Brand Equity Model for Upscale Hotels." Journal of Travel Research 51, no. 1 (2011): 81–93. http://dx.doi.org/10.1177/0047287510394195.
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Thusyanthy, Vadivelu. "Health Consciousness and Brand Equity in the Carbonated Soft Drink Industry in Sri Lanka." International Journal of Business and Management 13, no. 3 (2018): 188. http://dx.doi.org/10.5539/ijbm.v13n3p188.
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The purpose of this study is to assess the degree of health consciousness and customer based brand equity, and this study aims to consider further the impact of health consciousness on customer based brand equity by using the health belief model theory and brand value concept in the carbonated soft drink industry in Sri Lanka. A total of 338 usable data were collected from undergraduate students at universities in Sri Lanka. In analyzing the empirical data one sample t-test and simple linear regression analysis were used. The results show that the degree of health consciousness and customer based brand equity are in low level and moderate level, respectively, whilst health consciousness has significant positive impact on customer based brand equity. The findings of this study regarding the levels of health consciousness and customer based brand equity and the impact of health consciousness on customer based brand equity have important implications for marketing managers in the carbonated soft drink industry in Sri Lanka.
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Kumar, Jitender. "Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory." European Journal of Marketing 55, no. 4 (2021): 969–94. http://dx.doi.org/10.1108/ejm-04-2018-0290.
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Purpose The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the simultaneous impact of dual foci of engagement in creating equity for the brand. The role of sense of community is explored as a moderator in influencing customer engagement. Design/methodology/approach The sample is composed of the members of Facebook-based brand communities. An internet survey of 833 subjects provides data to test the theoretical model with the help of structural equation modelling using AMOS 21. Findings The empirical investigation supports the proposed theory except for a few counterintuitive findings. Psychological ownership with the brand and the brand community has a direct effect on customer engagement with the brand and the brand community, respectively. A brand-based value-congruity has a direct effect on brand engagement; however, community-based value-congruity has an indirect effect on brand community engagement through brand community psychological ownership. The moderating effect of sense of community on engagement is also observed. Engagement with dual foci explained a substantial proportion of the variance in brand equity. Research limitations/implications A student sample, cross-sectional research design and a limited number of constructs in the nomological network to explore engagement in an online brand community constitute few limitations of this study. Customer engagement with dual foci has major implications for both the researchers and practitioners dealing with online brand communities. Practical implications To engage customers in online brand communities, dual foci should be the objective of management. A sense of ownership towards the brand and value-congruity with the brand should be aimed to engage customers with the brands; brand community psychological ownership and value-congruity with the community should be embraced by the firms to achieve brand community engagement. A high sense of community also needs to be promoted for strengthening dual foci engagement that further generates brand equity. Originality/value Customer brand engagement and brand community engagement had been studied separately in literature ignoring the fact that brand is the raison d’etre of the community. Taking a dual object engagement perspective, this study has charted out different routes of how to generate brand equity using online brand communities.
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Chekalina, Tatiana, Matthias Fuchs, and Maria Lexhagen. "Customer-Based Destination Brand Equity Modeling: The Role of Destination Resources, Value for Money, and Value in Use." Journal of Travel Research 57, no. 1 (2016): 31–51. http://dx.doi.org/10.1177/0047287516680774.
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This study contributes to the development of knowledge on transferring the concept of customer-based brand equity to a tourism destination context. Keller’s brand equity pyramid is utilized as the comparison framework to reveal similarities, but also overlaps, differences and gaps on both the conceptual and measurement level of existing brand equity models for destinations. Particularly, the inner core of the model depicts the complex mechanisms of how destination resources transform into benefits for tourists overlooked by prior research. This study proposes a customer-based brand equity model for destinations, which consists of five dependent constructs, including awareness, loyalty, and three destination brand promise constructs constituting the inner core of the model, namely, destination resources, value in use, and value for money. The model was repeatedly tested for the leading Swedish mountain destination Åre, by using a linear structural equation modeling approach. Findings confirm the path structure of the proposed model.
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Ande, Raja Ambedkar, Angappa Gunasekaran, Punniyamoorthy Murugesan, and Thamaraiselvan Natarajan. "Brand resonance score for CBBE model: an application in financial services." Benchmarking: An International Journal 24, no. 6 (2017): 1490–507. http://dx.doi.org/10.1108/bij-07-2015-0073.
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Purpose Brand resonance will significantly improve the profits of the services industry in the twenty-first century. The purpose of this paper is to find the resonance score for modified customer-based brand equity (CBBE) model in mutual fund financial services and improve the conceptualization of customer-based mutual fund services’ brand equity through brand resonance. Design/methodology/approach The path values of SEM model was used to estimate the relative weights of criteria and sub-criteria in analytic hierarchy process (AHP) model and it was empirically tested with a sample of 240 mutual fund investors. Findings The brand resonance using AHP has been quantified. The resonance quantification of each brand has been demonstrated using two renowned Indian mutual fund services brands State Bank of India and Hong Kong and Shanghai Banking Corporation. Research limitations/implications The interdependency of the factors which influence the resonance score is not explored. Practical implications Research findings provide useful guidelines for fund managers/analysts of mutual fund services companies while improving the brand equity and strong brand’s resonance with investors. Originality/value The paper examines quantification of resonance for modified CBBE model in mutual fund services using data from a sample of investors in India with two mutual fund brands. The AHP structure model helps firms effectively quantify the resonance score.
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Kashif, Muhammad, P. M. P. Fernando, Sarminah Samad, and Ramayah Thurasamy. "Finding greener grass on the other side of hill." Asia Pacific Journal of Marketing and Logistics 30, no. 4 (2018): 988–1012. http://dx.doi.org/10.1108/apjml-10-2017-0231.
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Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.
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Liu, Chyong-Ru, Han-Kuei Liu, and Wei-Rong Lin. "Constructing Customer-based Museums Brand Equity Model: The Mediating Role of Brand Value." International Journal of Tourism Research 17, no. 3 (2013): 229–38. http://dx.doi.org/10.1002/jtr.1979.
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Frías Jamilena, Dolores María, Ana Isabel Polo Peña, and Miguel Ángel Rodríguez Molina. "The Effect of Value-Creation on Consumer-Based Destination Brand Equity." Journal of Travel Research 56, no. 8 (2016): 1011–31. http://dx.doi.org/10.1177/0047287516663650.
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The present work examines the competitive strategies of tourist destinations and proposes that value-creation among tourists during their entire experience of a destination (before, during, and after their stay) is an antecedent of increased destination brand equity. This value-creation is conceptualized and measured from the service-dominant logic perspective. The research objective is achieved by (a) identifying the dimensions of customer-based destination brand equity and tourist value-creation; (b) validating the scales generated for the measurement of both variables; and (c) proposing a model that captures the antecedent effect of value-creation on customer-based destination brand equity. The findings reveal that value-creation is an antecedent by which the customer perceives greater destination brand equity. The results of the study make a contribution to the specialized literature on tourism and service-dominant logic and offer interesting implications for the professional domain.
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Sandhe, Ashutosh Anil. "Consumer Based Brand Equity and Attitude Towards Leading Online Shopping Websites in India." International Journal of Advances in Management and Economics 8, no. 5 (2019): 16–27. http://dx.doi.org/10.31270/ijame/v08/i05/2019/3.
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The focus of this research was to measure consumer-based brand equity (CBBE) of India’s top online retailing websites Amazon and Flipkart. However, for the sake of confidentiality and copyright, their names were not revealed anywhere in the paper. This was done with the help of Aaker’s and Keller’s concept of brand equity. A sample of 1000 respondents from across the state of Gujarat, India was taken. Data was collected through a structured questionnaire. CBBE was measured by calculating mean scores of overall brand equity and its factors. The factors were brand loyalty, perceived quality, brand awareness, brand association, attitude and purchasing intention. The correlation coefficient between factors and brand equity was considered as weight. The research revealed through the data which retail site had a higher brand equity. One interesting fact that was identified was how keenly both the brands are trying to woo their customers. The results showed very similar trends. A positive relation was found between brand equity and its factors. Based on this relationship the research concluded with a regression model where brand equity was the dependent variable and factors were independent variables. It was observed that the factor ‘brand loyalty’ had the lowest mean value suggesting that with competition and wider choice to consumer, brand loyalty tends to be lower. Favorable attitude was observed for both brands with highest mean values among all factors. Keywords: Brand Loyalty, CBBE, Perceived Quality, Brand Awareness, Brand Association, Attitude, Purchasing Intention.
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Charles, Vincent, and Jorge J. Zavala. "A satisficing DEA model to measure the customer-based brand equity." RAIRO - Operations Research 51, no. 3 (2017): 547–66. http://dx.doi.org/10.1051/ro/2016041.
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Grant, David, Jouni Juntunen, Jari Juga, and Mari Juntunen. "Investigating brand equity of third-party service providers." Journal of Services Marketing 28, no. 3 (2014): 214–22. http://dx.doi.org/10.1108/jsm-06-2012-0104.
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Purpose – The purpose of this paper is to apply theory and techniques from the services and marketing literature to a supply-chain context consisting of a shipper or seller, a customer or buyer and a third-party logistics service provider (3PL) to investigate corporate brand equity resulting from service quality, customer satisfaction and customer loyalty towards the 3PL. Design/methodology/approach – A conceptual model was developed from the literature and tested with Finnish industrial firms using an online survey. Data were analysed using structural equation modelling to examine relationships among the four constructs. Findings – Hypothesised relationships among the four constructs in the conceptual model were supported; however, the relationship between loyalty and corporate brand equity was weak. Research limitations/implications – This investigatory research is based on a one-country sample making transferability and generalisability to other countries difficult. Practical implications – The findings of this research should enable 3PL managers to determine those service offerings most important to shippers and customers, develop a service package using such offerings to satisfy their needs and thus build loyalty and corporate brand equity with both. Originality/value – This paper adds to our knowledge of these constructs in a supply-chain context, particularly for 3PLs, and provides an interdisciplinary approach to research in the supply-chain domain.
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Vinh, Tran Trung. "Measuring Customer Based Brand Equity: A Case of Heineken from the Beer Market in Vietnam." Asian Social Science 13, no. 3 (2017): 177. http://dx.doi.org/10.5539/ass.v13n3p177.
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This study aims at examining the practicality of a customer-based brand equity model with a case of Heineken in the Vietnamese beer market. Based on a sample of 322 consumers by using a structured questionnaire, structural equation modeling (SEM) is applied to test hypotheses. The result reveals that perceived quality, brand awareness, brand association and brand loyalty have positive and direct effects on overall brand equity. These findings have implications for marketers.
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Vogel, Verena, Heiner Evanschitzky, and B. Ramaseshan. "Customer Equity Drivers and Future Sales." Journal of Marketing 72, no. 6 (2008): 98–108. http://dx.doi.org/10.1509/jmkg.72.6.098.
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Research on linking operational marketing inputs to customer attitudes and customer behavior has been gaining significance concomitant with the growing recognition that customers are market-based assets. In response to this, researchers and practitioners have proposed several conceptual models. Despite recent advances in research, the results are still inconclusive as to the relationship between customer attitude and future sales. A reason for this could be due to the paucity of studies combining survey-based data with behavioral data to understand better the drivers of customer behavior. With that in mind, the authors investigate the effects of customer perceptions of key marketing actions on customer attitudes and actual customer behavior as reflected by future sales. The authors propose that customer perceptions of value, brand, and relationship—“customer equity drivers”—affect loyalty intentions and future sales. The results of the study, which is based on a sample of 5694 customers of a large European do-it-yourself retailer, suggest that customer equity drivers can significantly predict future sales, even after the authors control for the current sales level.
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Calvo-Porral, Cristina, and Jean-Pierre Lévy-Mangin. "Private label brands: major perspective of two customer-based brand equity models." International Review of Retail, Distribution and Consumer Research 24, no. 4 (2014): 431–52. http://dx.doi.org/10.1080/09593969.2014.890953.
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Çifci, Sertaç, Yuksel Ekinci, Georgina Whyatt, Arnold Japutra, Sebastian Molinillo, and Haytham Siala. "A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands." Journal of Business Research 69, no. 9 (2016): 3740–47. http://dx.doi.org/10.1016/j.jbusres.2015.12.066.
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Selase Asamoah, Emmanuel. "Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana." Journal of Small Business and Enterprise Development 21, no. 1 (2014): 117–31. http://dx.doi.org/10.1108/jsbed-10-2013-0154.
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Purpose – This paper has three main objectives. The first objective examines the degree of interrelationship between the level of brand equity and the performance of SMEs, while the second objective examines the extent of the antecedents of brand equity (brand awareness, brand association, perceived quality and brand loyalty) in predicting SME performance. The last objective examines the effect of brand equity on the performance of SMEs when the level of brand loyalty is high. Design/methodology/approach – Questionnaires were used in collecting data from managers and customers of SMEs. The sample comprises 98 managers and 311 customers of SMEs. In order to ensure that various sectors of SMEs were covered, stratified random sampling was used; thus, 40 per cent of the SMEs were from the trade sector, 30 per cent from the agriculture sector, and 30 per cent from the small manufacturing sector. However, a simple random sampling method was used in the selection of customers. Findings – It was found that there is a positive relationship between the various dimensions of brand equity and SME performance. Results from the regression analysis indicate a strong predictive power of SME performance by brand association and brand loyalty compared to brand awareness and perceived quality. The study concludes that the performance of SMEs and brand equity is high when there is high brand loyalty among customers. Research limitations/implications – This study did not examine the level of control and the major decision-making factors when deciding on the focus of brand building in both small and large enterprises. Studies could be conducted to compare the predictive power of the antecedents of brand equity in different industries (services, manufacturing and trade) for both SMEs and large enterprises. Practical implications – Managers of SMEs must devote their attention to the building of brand loyalty among customers irrespective of the industry in which they operate. Strategies must also be developed for brand associations as it is a prerequisite for the growth and continuous survival of businesses in a highly competitive market. Originality/value – The originality and value of this paper lies in the cross-sectional survey method (different industries) that was used as well as the use of the CBBE model in examining the competitiveness and performance of SMEs.
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Šeric, Maja, Irene Gil-Saura, and Alejandro Mollá-Descals. "Can advanced technology affect customer-based brand equity in service firms? An empirical study in upscale hotels." Journal of Service Theory and Practice 26, no. 1 (2016): 2–27. http://dx.doi.org/10.1108/jstp-10-2014-0239.
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Purpose – The purpose of this paper is to empirically test the impact of perceived information and communication technology (ICT) on creation of brand equity within service firms, more specifically upscale hotels. The relationships between ICT and three brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty are examined. Design/methodology/approach – The empirical research was conducted in 20 upscale hotels in Rome-Italy, collecting data from 335 guests. Findings – Advanced ICT directly influences perceived quality and image, while the impact of ICT on loyalty is mediated by perceived quality. Additionally, positive and significant relationships are found between the three brand equity dimensions. Research limitations/implications – The lack of significance of ICT impact on loyalty needs further attention. Future studies could center on this specific relationship, examining whether hotel companies that implement technology efficiently are able to deal with loyalty. Practical implications – Managers are encouraged to invest in advanced technologies as their adoption and subsequent perception among guests can shape brand image and perceived service quality, thus influencing brand equity from the consumer perspective. Originality/value – The contributions of this paper are fourfold. First, the ICT and customer-based brand equity concepts are studied together in the hotel context. Second, the inter-relationship among the three brand equity dimensions is analyzed. Third, the model is tested from the guest perceptive, as customers themselves can provide the most valuable inputs for business strategies. Finally, the work contributes to the service field by providing an empirical evidence on the potential and impact of advanced technology.
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Mainardes, Emerson Wagner, Vinicius Costa Amorim Gomes, Danilo Marchiori, Luis Eugenio Correa, and Vinicius Guss. "Consequences of customer experience quality on franchises and non-franchises models." International Journal of Retail & Distribution Management 47, no. 3 (2019): 311–30. http://dx.doi.org/10.1108/ijrdm-09-2018-0211.
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Purpose The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers. Design/methodology/approach After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS. Findings The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality. Originality/value The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.
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Kataria, Sonia, and Vinod Saini. "The mediating impact of customer satisfaction in relation of brand equity and brand loyalty." South Asian Journal of Business Studies 9, no. 1 (2019): 62–87. http://dx.doi.org/10.1108/sajbs-03-2019-0046.
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Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.
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Dirgantari, Puspo Dewi. "PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT)." Strategic : Jurnal Pendidikan Manajemen Bisnis 16, no. 2 (2017): 22. http://dx.doi.org/10.17509/strategic.v16i2.7600.
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West Java province dominates the growth rate of universities in Indonesia, but the number of college students has decreasing. Similarly, the people's preference for universities in West Java as an excellent college and the best universities in Indonesia is still low. These problems show that customer based brand equity of colleges in West Java is not optimal. This study conducted in 2013-2014 and uses a management science approach of marketing. The method used in this study is descriptive survey and explanatory survey. The data used primary and secondary data that was collected through questionnaires and documentation. The data analysis used Stuctural Equation Model (SEM). The results of this study revealed that the marketing mix of educational services has a positive influence on the customer based brand equity of higher education in West Java. The dimensions of customer-based brand equity, especially brand performance dimension, should be getting more attention in order to increase performance and the factors are: facilities, meeting the students need, the speed of service, courtesy, and tuition money. This research is part of my dissertation. Keywords: Marketing Mix of Education Services; Customer Based Brand Equity.
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Pratama, Muhammad Andreaginola, Rizki Pratama Saleh Siregar, and Sabrina Oktaria Sihombing. "The Effect of Consumer-Based Brand Equity and Satisfaction on Loyalty: An Empirical Study." Jurnal Economia 15, no. 2 (2019): 275–91. http://dx.doi.org/10.21831/economia.v15i2.27314.
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Abstract: Economic growth in Indonesia encourages the growth of many industries. Specifically, the food and beverage industry has grown significantly in Indonesian economics. Coffee shops with foreign or local brands are growing and competing for having customer loyalty. Many research has been conducted to examine customer loyalty in a particular coffee shop. However, little research has been focused on comparing both local and foreign brand names of the coffee shop. The comparative study is needed to understand whether foreign or local brand names matter in predicting both customer satisfaction and loyalty. This research uses a quantitative paradigm using descriptive research type. The object of research is Starbucks (foreign brand) and Djournal Coffee (local brand). Data were collected through questionnaires distributed by applying judgemental sampling. Data analysis was conducted by using structural equation model (SEM). In this study, there are two unsupported hypotheses namely (1) the relationship between the ideal self-congruence and customer satisfaction, and (2) the relationship between brand identification and customer satisfaction. The study also provides theoretical contributions, managerial implications and suggestions for further research. Keywords: brand equity, customer satisfaction, brand loyalty, SEMPengaruh Ekuitas Merek Berbasis Konsumen dan Kepuasan terhadap Loyalitas: Sebuah Studi Empiris Abstrak: Pertumbuhan ekonomi di Indonesia mendorong pertumbuhan banyak industri. Secara khusus, industri makanan dan minuman telah tumbuh secara signifikan dalam ekonomi Indonesia. Kedai kopi dengan merek asing atau lokal tumbuh dan bersaing untuk memiliki loyalitas pelanggan. Banyak penelitian telah dilakukan untuk menguji loyalitas pelanggan di coffee shop tertentu. Namun, sedikit penelitian yang difokuskan untuk membandingkan nama merek lokal dan asing dari coffee shop. Studi perbandingan diperlukan untuk memahami apakah nama merek asing atau lokal penting dalam memprediksi kepuasan dan loyalitas pelanggan. Penelitian ini menggunakan paradigma kuantitatif dengan menggunakan tipe penelitian deskriptif. Objek penelitian adalah Starbucks (merek asing) dan Djournal Coffee (merek lokal). Data dikumpulkan melalui kuesioner yang didistribusikan dengan menggunakan judgemental sampling. Analisis data dilakukan dengan menggunakan pemodelan persamaan struktural (SEM). Dalam penelitian ini ada dua hipotesis yang tidak didukung yaitu (1) hubungan antara kongruensi diri yang ideal dan kepuasan pelanggan dan (2) hubungan antara identifikasi merek dan kepuasan pelanggan. Studi ini juga memberikan kontribusi teoritis, implikasi manajerial dan saran untuk penelitian lebih lanjut. Kata kunci: ekuitas merek, kepuasan konsumen, loyalitas merek, SEM
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Casimiro Almeida, Maria Graça, and Arnaldo Coelho. "A causal relationship model linking corporate reputation and customer-based brand equity." Academia Revista Latinoamericana de Administración 30, no. 2 (2017): 249–68. http://dx.doi.org/10.1108/arla-09-2015-0253.
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PurposeThe purpose of this paper is to understand the precursors of corporate reputation (CR) and their impacts on brand equity (BE), and to analyse the moderating role of corporate social responsibility (CSR) perceptions.Design/methodology/approachThis study proposes a theoretical model which is tested using structural equation modelling. In total, 464 valid questionnaires were collected from a sample of customers of the biggest union of dairy cooperatives of the Iberian Peninsula.FindingsResults show that the better the reputation, the higher the BE; however, these findings are more robust among customers with higher perceptions of CSR.Research limitations/implicationsThis study is based on cross-sectional data from a single company.Practical implicationsThe results may help managers build a better reputation and therefore increase their BE. CSR practices are essential to reinforcing this relationship.Social implicationsThis paper contributes to the competitiveness of a type of organisation which is closely associated to the social structure of the rural population.Originality/valueThe results may help cooperatives’ managers to increase CR and BE. The emphasis is on the need to adopt CSR practices.
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Wang, Haizhong, Yujie Wei, and Chunling Yu. "Global brand equity model: combining customer‐based with product‐market outcome approaches." Journal of Product & Brand Management 17, no. 5 (2008): 305–16. http://dx.doi.org/10.1108/10610420810896068.
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Chuah, Stephanie Hui-Wen, Philipp A. Rauschnabel, Ming-Lang Tseng, and T. Ramayah. "Reducing temptation to switch mobile data service providers over time." Industrial Management & Data Systems 118, no. 8 (2018): 1597–628. http://dx.doi.org/10.1108/imds-07-2017-0326.
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Purpose The purpose of this paper is to propose a dedication-constraint-temptation (DCT) model to study the factors influencing customers’ loyalty to mobile data service (MDS) providers. The DCT model explicitly explores the important yet overlooked role of alternative attractiveness (the temptation-based mechanism) as a mediator and the boundary condition of their interrelationships (e.g. relationship length). The model also integrates new and established antecedents of customer-based brand equity (C-BBE) (the dedication-based mechanism) and switching barriers (the constraint-based mechanism). Design/methodology/approach The proposed model is tested using partial least squares–structural equation modeling with a sample of 331 MDS users. Findings The results indicate that C-BBE has an indirect effect on customer loyalty (via alternative attractiveness) in both relationship groups (shorter- vs longer-term). However, the indirect effect of switching barriers on customer loyalty only exists in longer established relationships. The results from multi-group analysis reveal that the effect of switching barriers on alternative attractiveness significantly differs across groups. In addition, customer value anticipation and procedural switching costs appear to be the most salient antecedents of C-BBE and switching barriers for both groups. Originality/value This study makes an incremental contribution by incorporating the temptation-based mechanism as a mediator and relationship length as a moderator into the dedication-constraint model. This study also extends the information systems and brand management literatures by demonstrating the strategic importance of customer value anticipation in the information and communication technology brand equity-building.
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Wesana, Joshua, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck, and Hans De Steur. "On consumers’ use, brand preference and equity of sports nutrition products." British Food Journal 122, no. 2 (2019): 635–54. http://dx.doi.org/10.1108/bfj-08-2019-0589.
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Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied. Findings Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands. Research limitations/implications Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures. Practical implications Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector. Originality/value This study is one of the first to examine the customer market of sports nutrition products and brands.
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Feiz, Davood, and Hadi Moradi. "Creating consumer-based brand equity for customers by brand experience." Journal of Islamic Marketing 11, no. 6 (2019): 1443–64. http://dx.doi.org/10.1108/jima-03-2019-0055.
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Purpose The purpose of this paper is to investigate the effect of brand experience on brand equity dimensions in the perspective of customers (including brand identification, physical quality, staff behavior quality, brand awareness, ideal self-congruence and life style-congruence) on brand satisfaction and loyalty in Iranian banking industry. Design/methodology/approach The author designed the conceptual model of the research based on the existing relationships between the research variables and the proposed hypotheses. By a questionnaire, the opinion of 288 customers and clients of selected branches of Melli and Tejarat banks were collected in two Provinces, including East and West Azerbaijan Provinces. The research hypotheses were tested using structural equation modeling. Findings The results of the paper showed that the brand experience directly affected all dimensions of brand equity. Also, the results indicated that except for lifestyle congruence, other dimensions of equity directly affected the customers' brand satisfaction. Originality/value This paper is significant, because it addresses the experience relationships and brand equity with the perspective of the customers of banks in an Islamic country, which affects the development of branding literature.
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Jalalzadeh, Seyed Reza, Ali Kazemi, and Azarnoush Ansari. "Developing a brand performance model based on customer-based brand equity in the market of Iran's banking services." International Journal of Business Excellence 23, no. 4 (2021): 559. http://dx.doi.org/10.1504/ijbex.2021.114714.
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Dirgantari, Puspo Dewi. "PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT)." Strategic : Jurnal Pendidikan Manajemen Bisnis 16, no. 1 (2016): 22. http://dx.doi.org/10.17509/strategic.v16i1.7067.
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West Java province dominates the growth rate of universities in Indonesia, but the number of college students has decreasing. Similarly, the people's preference for universities in West Java as an excellent college and the best universities in Indonesia is still low. These problems show that customer based brand equity of colleges in West Java is not optimal. This study conducted in 2013-2014 and uses a management science approach of marketing. The method used in this study is descriptive survey and explanatory survey. The data used primary and secondary data that was collected through questionnaires and documentation. The data analysis used Stuctural Equation Model (SEM). The results of this study revealed that the marketing mix of educational services has a positive influence on the customer based brand equity of higher education in West Java. The dimensions of customer-based brand equity, especially brand performance dimension, should be getting more attention in order to increase performance and the factors are: facilities, meeting the students need, the speed of service, courtesy, and tuition money. This research is part of my dissertation.
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Boo, Soyoung, James Busser, and Seyhmus Baloglu. "A model of customer-based brand equity and its application to multiple destinations." Tourism Management 30, no. 2 (2009): 219–31. http://dx.doi.org/10.1016/j.tourman.2008.06.003.
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Shen, Han, Ye Yuan, Qiqi Zhang, and Jing Zhao. "An Empirical Study of Customer-Based Brand Equity Model for China Economy Hotels." Journal of China Tourism Research 10, no. 1 (2014): 21–34. http://dx.doi.org/10.1080/19388160.2013.861778.
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Kim, Deok-Hyeon, Ji-Young Ha, Seung-Hyun Lee, and Wook-Hyun An. "A study on the development of the Customer-Based Rice Brand Equity Model." Journal of Agricultural Extension & Community Development 21, no. 3 (2014): 215–41. http://dx.doi.org/10.12653/jecd.2014.21.3.0215.
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Liu, Andy Xiaofeng, Cathy H. C. Hsu, and Daisy X. F. Fan. "From brand identity to brand equity: a multilevel analysis of the organization–employee bidirectional effects in upscale hotels." International Journal of Contemporary Hospitality Management 32, no. 7 (2020): 2285–304. http://dx.doi.org/10.1108/ijchm-08-2019-0680.
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Purpose This study aims to examine the mechanism of how hotel executive brand identity influences physical facility quality, customer-based brand equity (CBBE) and employee-based brand equity (EBBE). Design/methodology/approach The study introduces a multilevel model and collects 925 executive and 1,978 employee responses from 62 upscale hotels in China. Findings Executive brand identity positively affects employee brand internalization, which leads to positive EBBE. Meanwhile, executive brand identity positively influences the physical facility quality, which leads to positive CBBE. Originality/value This study considers the tangible (physical facilities) and intangible (employees) elements of hotel services to comprehensively investigate the brand equity formation. By applying multilevel structural equation modeling, the study examines the bidirectional relationship between organizations and employees in the brand value transformation process.
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Cano Guervos, R. A., D. M. Frías Jamilena, A. I. Polo Peña, and J. Chica Olmo. "Influence of Tourist Geographical Context on Customer-Based Destination Brand Equity: An Empirical Analysis." Journal of Travel Research 59, no. 1 (2018): 107–19. http://dx.doi.org/10.1177/0047287518815979.
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The present work seeks to address significant research gaps relating to brand equity and Service-Dominant Logic, specifically examining the influence of tourist geographical context on Consumer-based Destination Brand Equity (CBDBE). The purpose of the study is to identify an explanatory model for CBDBE, considering the indirect effects that tourists from a nearby geographical location may exert on CBDBE, because of their proximity and shared context. Self-congruity, tourist motivations, and value-creation are found to be antecedent variables of CBDBE. A spatial econometric model was used that took into account the spatial spillover-effect of geographical proximity on the variable CBDBE, and the direct and indirect effects of the antecedent variables. The results of the study make a contribution to the specialized literature on brand destination and Service-Dominant Logic, and offer interesting implications for the professional domain, with clear implications for the identification of market development patterns and trends.
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Oyedeji, Tayo A. "The Credible Brand Model: The Effects of Ideological Congruency and Customer-Based Brand Equity on News Credibility." American Behavioral Scientist 54, no. 2 (2010): 83–99. http://dx.doi.org/10.1177/0002764210376312.
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Ansari, Azarnoush, Seyed Reza Jalalzadeh, and Ali Kazemi. "Developing a Brand Performance Model Based on Customer-based Brand Equity in the Market of Irans Banking Services." International Journal of Business Excellence 1, no. 1 (2020): 1. http://dx.doi.org/10.1504/ijbex.2020.10023291.
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Chang, Chia-Wen, Chih-Huei Ko, Heng-Chiang Huang, and Shih-Ju Wang. "Brand community identification matters: a dual value-creation routes framework." Journal of Product & Brand Management 29, no. 3 (2019): 289–306. http://dx.doi.org/10.1108/jpbm-02-2018-1747.
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Purpose A brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the community. This study aims to provide a comprehensive conceptual framework to investigate how and why such identification-based relationships yield firm- and member-level benefits to participants in the brand community. Design/methodology/approach This cross-sectional study analyzes data collected through a questionnaire survey of members from the brand community of VW-Golf Club members in Taiwan. The researchers attended the annual meeting of club members and handed out questionnaires directly to the members. The degree centrality of each member was calculated using UCINET 6 for Windows, a social network analysis software application. This study adopts the partial least squares program to evaluate the measurement properties and structural relationships specified in the research model. Findings The findings suggest that when customers’ identification with a brand community becomes salient, they strengthen their emotional attachment to the brand and improve their centrality in the network. Consequently, emotional attachment can serve as a guiding principle in decision-making and thus strengthen brand equity and assessment of brand extensions. Central members will also gain greater benefits, including collaborative opportunities and influence, through their advantageous position in the network. Originality/value This study makes four main contributions to the brand community literature. First, this is the first empirical study to simultaneously examine the relationships among community identification (customer to community), emotional attachment to the brand (customer to brand) and network centrality (customer to customer). Second, the empirical framework depicts dual value-creation routes that explain how identification-based relationships can yield firm- and member-level benefits. With respect to firm-level benefits, this is the first empirical study to examine the brand equity and assessment of brand extension in the brand community research. Third, this study applies the rarely adopted UCINET 6 software to scrutinize the network data from the brand community. Finally, this paper examines three actions that organizations can leverage to enhance consumer identification with a brand community.
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Schultz, Don. "Market brand equity: lost in terminology and techniques?" Journal of Product & Brand Management 25, no. 6 (2016): 507–15. http://dx.doi.org/10.1108/jpbm-07-2016-1260.
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Purpose The purpose of this paper is to review, update and suggest new approaches to estimate/determine market brand equity (MBE) impact based on additional brand investments in existing brands. The approach can be used by senior managers, replacing traditional return-on-investment (ROI) historical approaches. The paper focuses on the brand owner’s values/returns rather than those of the customer/consumer. Design/methodology/approach A conceptual approach using a theoretical methodology based on a literature review and informed analysis of how a new type of MBE estimation/calculation methodology might be developed. Findings This paper proposes a radically different, forward-looking calculation/estimation of MBE determination based on estimations of additional cash flows which might return to the firm as a result of additional investments made in the brand. The approach moves away from traditional cost/managerial accounting approaches to a more actuarial-based estimation of future income flows should additional investments be made in the brand. A Markov chain or other probability-based methodology of estimating future returns is suggested. Originality/value Presently, most brand investment models are based on historical backward-looking estimations/calculations of snapshots of point-in-time ROI models. These, the author argues, are outdated and irrelevant for forward-looking managers and firms. This recommended approach provides senior management with estimates of the value that might be created in the future.
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Radpour, Reyhane, and Ali Reza Honarvar. "Impact of Social Networks on Brand Value Based on Customer Behavior Using Structural Equations." International Journal of Customer Relationship Marketing and Management 9, no. 3 (2018): 50–67. http://dx.doi.org/10.4018/ijcrmm.2018070104.
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One of the most influential services provided on the internet is an online social networking site. With increasing competition in global and regional markets, having a brand is not a choice, but an inevitable necessity that in the case of negligence, there could be a reduction in the product market. The present article examines the impact of social network marketing on the creation of customer-specific brand value. In this article, 384 people were selected randomly. Data was collected using a social networking and brand equity questionnaire. After collecting the data, a structural equation model of research hypotheses was used, specifically LISREL and SPSS software for data analysis. Findings of the analysis indicate that all aspects of social network marketing are effective in creating a brand-specific brand value for the customer.