Brand equity, a strategic marketing asset, can elicit a welcoming, unique relationship that characterizes the bond between products and customers. An essential aspect of brand equity is sustainability, which has emerged as a paramount issue in environmental concerns that firms cannot overlook. Numerous researchers have presented their empirical findings on brand equity, but, with few exceptions, little knowledge has been published on its conceptualization and measurement. Accordingly, this research provides an in-depth analysis that brings associations to scattered brand equity literature, which merely discusses sustainability/greening as an essential aspect. In doing so, we submit that the sustainability dimension in brand equity can be helpful in two respects: (1) firms can use this concept to mitigate consumer cynicism about green attributes and brand functionality; and (2) it bridges the significant flaws in the current conceptualization of brand equity, which can serve as an inspiration for theoretical soundness and its betterment as a measuring tool. We also put forth that the concept of brand equity should include a sustainability paradigm other than marketing assets and stakeholder value.

Sustainability countenance in brand equity: a critical review and future research directions

This study focuses on social media brand engagement in the context of shared and collaborative consumption businesses, a novel trend in the hospitality industry. By drawing on the concept of brands being defined collectively through an assemblage of heterogonous human and nonhuman actors, and focusing on the brand Airbnb—a peer-to-peer online platform for renting, swapping, and lending accommodations—the current study examines how consumers’ perceptions of Airbnb brand equity mediate the relationship between functional and hedonic brand image and social media behavioral engagement in terms of consumption, contribution, and creation of brand-related content (COBRAs). Results discriminate between direct and indirect effects. Findings reveal that hedonic brand image directly influences behavioral engagement on social media, whereas brand equity fully mediates the relationship between functional brand image and COBRAs. Implications for theory and practice related to shared or collaborative consumption platforms in the hospitality industry are discussed and suggestions for future studies are presented. This research paper provides conceptual and theoretical clarity on issues such as how consumers’ brand perceptions influence their behavioral engagement on social media.

/pdf/social-media-brand-engagement-in-the-context-of-o8udmsm7jc.pdf

Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

Abstract This paper conducts an integrative review and provides a synthesisation of key themes in the brand attachment literature. A total of 171 papers were selected and analysed using a framework-based approach. In addition to exploring the theories and frameworks, this review summarises the contexts, antecedents, outcomes, mediators, and moderators of brand attachment. Based on the gaps identified in current studies, directions are provided for future brand attachment research. The review suggests that there are multiple directions in which to take the domain further. Theoretical underpinnings require conceptual clarity and consistency with attachment theory, and the development and validation of research frameworks are essential. Furthermore, the application of contextual measurements and rigorous methodologies is warranted to address the shortcomings of the current literature. The recommendations of this review are expected to facilitate advancements in brand attachment research. 

/pdf/brand-attachment-a-review-and-future-research-7o32jwzm.pdf

Brand attachment: a review and future research

This paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG), testing the long-standing proposition that extending a firm’s brand and product portfolio too far is a dangerous proposition that may damage the market performance of the firm’s new product launches.,Aspects associated with brand size and structure that may impact new product performance are operationalized along two key dimensions: within-category (scale) and cross-category (scope). The impact of the brand’s scale and scope on the sales performance of newly commercialized products by the brand is empirically investigated in the context of FMCG. Over 2,000 new products launched in 2009 and 2010 across 31 food and non-food FMCG product categories in the USA are included in the regression-based analysis.,The authors find strong evidence that brands with broader within-category scale and cross-category scope overall are associated with more successful new product introductions, and that these influences generally are driven more by increased product trial than by repeat or persistence. The authors argue that the higher new product performance observed for more established and proliferated brands may be attributed to advantages of firm product development abilities and product acceptance by the marketplace.,The current results serve to temper the strong cautions set forth in much of the marketing literature about the dangers of overextending the firm’s brand and product portfolio. These results also suggest that future research should be conducted to further understand more nuanced implications of how best to grow the scale and scope of the firm’s brand and product portfolio.

New product performance advantages for extending large, established fast moving consumer goods (FMCG) brands

An increasing popularity of Chinese brands around the world suggests that Chinese brands are beginning to overcome unfavorable country-of-origin (COO) effects. However, whether the perception of th...

Functional and Social Value of Chinese Brands

Purpose




This paper aims to explore the relationship between brand functionality and consumer-based brand equity.




Design/methodology/approach




A mixed-methods approach was adopted including a qualitative study and multiple survey-based studies. Mediation and moderated-mediation paths were tested using PROCESS and three-stage least squares simultaneous estimation models.




Findings




Study 1 finds that consumers perceive highly functional brands can enhance their self-competence to perform a task. This phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own performance as emanating from their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand connection and consumer-based brand equity, while a post hoc study showed that these relationships are robust among private meaning brands. Study 3 demonstrates that these mediated relationships are moderated by the type of dominant benefit the brand provides (i.e. hedonic-versus utilitarian-dominant benefits).




Research limitations/implications




Based on self-determination theory, brand skill is posited as the link between brand functionality, brand connection and consumer-based brand equity.




Practical implications




Brand managers are urged to not overlook the role of brand functionality in favor of other non-functional brand dimensions. Brand functionality enhances consumers’ perceived self-competence and fosters brand connection, especially for brands that offer superior utilitarian benefits.




Originality/value




This is the first study that empirically examines the process by which brand functionality leads to consumer-based brand equity and the role brand skill plays in making that connection.

Caley Cantrell

Papers

Brand skill: linking brand functionality with consumer-based brand equity