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Showing papers on "Brand equity published in 2014"


Journal ArticleDOI
TL;DR: This article explored attitudes of consumers who engage with brands through Facebook "likes" and explored the extent to which these brands are self-expressive and examined the relationship between brand "liking" and brand outcomes.
Abstract: Purpose: The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook "likes" It explores the extent to which these brands are self-expressive and examines the relationship between brand "liking" and brand outcomes Brand outcomes include brand love and advocacy, where advocacy incorporates WOM and brand acceptance Design/methodology/approach: Findings are presented from a survey of Facebook users who engage with a brand by "liking" it Findings: Brands "liked" are expressive of the inner or social self The study identifies a positive relationship between the self-expressive nature of brands "liked" and brand love Consumers who engage with inner self-expressive brands are more likely to offer WOM for that brand By contrast, consumers who engage with socially self-expressive brands are more likely to accept wrongdoing from a brand Research limitations/implications: The research is exploratory and is limited to consumers who are engaged with a brand through "liking" it on the Facebook social network Practical implications: The study offers suggestions for managers seeking to enhance brand engagement through Facebook "liking", and to encourage positive brand outcomes (such as WOM) among consumers already engaged with a brand on Facebook Originality/value: This paper provides new insights into consumer brand engagement evidenced through Facebook "liking" It charts the relationship between "liked" self-expressive brands and brand love Distinctions are drawn between brand outcomes among consumers who "like" for socially self-expressive reasons, and consumers who are brand engaged by "liking" to express their inner selves

378 citations


Journal ArticleDOI
TL;DR: A model depicting how consumers' relationship with the elements of a brand community based on social media influence brand trust finds that three of the four relationships positively influence brandTrust, however, customer-other customers' relationships negatively influence brand Trust, which is counter intuitive and interesting.

370 citations


Journal ArticleDOI
TL;DR: In this article, the authors investigate the relationships among corporate social responsibility (CSR), corporate brand credibility, corporate brand equity, and corporate reputation, and they show that CSR has a direct positive effect on corporate brand reputation.
Abstract: The purpose of this study is to investigate the relationships among corporate social responsibility (CSR), corporate brand credibility, corporate brand equity, and corporate reputation. Structural equation modeling analysis provided support for the hypotheses from a sample of 867 consumers in South Korea. The results showed that CSR has a direct positive effect on corporate brand credibility and corporate reputation. In addition, the results indicate that corporate brand credibility mediates the relationship between CSR and corporate reputation. Moreover, corporate brand credibility mediates the relationship between CSR and corporate reputation. Finally, the relationship between CSR and corporate brand equity is sequentially and fully mediated by corporate brand credibility and corporate reputation. The theoretical and managerial implications of the results and limitations are discussed, and future research directions are suggested.

359 citations


Journal ArticleDOI
TL;DR: In this paper, the authors used a sample of actual consumers from an Australian state capital city and used confirmatory factor analysis employing structural equations modeling to measure consumer-based brand equity in two product categories and across six brands.
Abstract: Purpose: The present research aims to improve the measurement of consumer-based brand equity. Current measurement of consumer-based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non-discriminant indicators in the measurement scales and of student samples. Design/methodology/approach: Based on the recommendations of extant research, the scale constructed to measure consumer-based brand equity in this study included brand personality measures. Brand associations were measured using a different set of items. Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city. Confirmatory factor analysis employing structural equations modeling was used to measure consumer-based brand equity in two product categories and across six brands. Findings: Results support the hypothesized four-dimension model of consumer-based brand equity across two product categories and six brands. Brand awareness and brand associations were found to be two distinct dimensions of brand equity as conceptualized in the marketing literature. The present study contributes to the understanding of consumer-based brand equity measurement by examining the dimensionality of this construct.

346 citations


Journal ArticleDOI
TL;DR: In this article, the authors examined the role of gratifications consumers derive from brand pages together with customer-brand relationship characteristics influencing customer engagement with Facebook brand pages and found that co-creation value, social value, usage intensity and brand strength influence CE with brand pages.
Abstract: A key issue for marketers resulting from the dramatic rise of social media is how brand pages can be leveraged to engage customers and enhance relationships with brands. The article examines the role of gratifications consumers derive from brand pages together with customer-brand relationship characteristics influencing customer engagement (CE) with Facebook brand pages. Data was gathered via a survey of 404 consumers of brand pages and analysed using structural equation modelling. The findings show that co-creation value, social value, usage intensity and brand strength influence CE with brand pages. CE was also found to influence brand performance outcomes of CE behaviours directed at the brand page and brand loyalty. The findings are of value to brand managers of social media sites and focus on how managing critical user gratifications together with customer-brand relationship variables acts as a mechanism for unlocking CE with brand pages. In addition, the study examines CE effects on both behaviours central to the brand page and brand loyalty outcomes in the research framework.

321 citations


Journal ArticleDOI
TL;DR: In this paper, a quantitative survey of brand images found in food and branding literature and their impact on loyalty as well as customers' willingness to pay a price premium for consumer packaged food was conducted.
Abstract: Purpose – The aim is to understand customers' willingness, or unwillingness, to pay a price premium in the market for consumer packaged food and what kind of images brands can use in order to achieve a price premium. Design/methodology/approach – The study is based on a quantitative survey of brand images found in food and branding literature and their impact on loyalty as well as customers' willingness to pay a price premium for consumer packaged food. Findings – The survey shows that quality is a significant determinant of price premium, but adding other image dimensions doubles the predictability and understanding about price premium. The strongest determinants of price premium are social image, uniqueness and home country origin. Other significant determinants are corporate social responsibility (CSR) and awareness. Practical implications – The results help brand managers to recognise the importance of incorporating price premium and to develop a better understanding of what drives price premium in addition to more traditional dimensions as quality and loyalty. Originality/value – In grocery retailing, the competition for customers, margins and price premiums between manufacturer and private labels is fierce. Traditionally, the literature on this competition has focused on quality and product improvements as the main tool for creating distance to low priced competition. This study looks into other more branding related dimensions to distance from price competition.

222 citations


Journal ArticleDOI
TL;DR: In this article, the authors investigate how corporate social responsibility performance and perceived brand quality influence brand preference and the mediating effect of perceived Brand quality on the relationship between CSR performance and brand preference.
Abstract: Purpose – This paper aims to investigate how corporate social responsibility (CSR) performance (i.e. to the environment, society and stakeholders) and perceived brand quality influence brand preference. The mediating effect of perceived brand quality on the relationship between CSR performance and brand preference is also studied. Design/methodology/approach – In 2011, 243 valid responses to questionnaire surveys were collected from a convenience sample in China. Regression analyses were used to test the hypotheses. Findings – Customers’ brand preference can be enhanced by CSR performance. Performance in each of the three CSR domains (i.e. environment, society and stakeholders) positively impacts brand preference, although to different degrees. The impact of CSR on stakeholders has the strongest influence on Chinese customers’ brand preference among the three CSR domains. Perceived brand quality was found to be a mediator of the relationship between CSR performance and brand preference. Research limitatio...

202 citations


Journal ArticleDOI
TL;DR: In this article, the authors examined the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalty in a cross-brand study.
Abstract: This article critically examines consumer–brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalty. The study also examines the link between brand experience and brand relationship variables, brand trust, brand attachment and brand commitment. In addition, the mediating role of brand personality and brand commitment in the relationship between brand experience and brand loyalty is investigated. Drawing on the results of an empirical cross-brand study from three product categories, the authors demonstrate that brand experience, brand personality and brand relationship variables (brand attachment and brand commitment) all affect the degree to which a consumer is loyal to a brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal brand loyalty by enhancing brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed.

184 citations


Journal ArticleDOI
TL;DR: In this paper, the antecedents and consequences of brand prestige in the luxury cruise industry were examined and a conceptual model was developed and tested using the empirical data collected from 330 U.S. luxury cruise passengers.

180 citations


Journal ArticleDOI
TL;DR: This article investigated the influence of anthropomorphism on brand love in the context of defensive marketing and identified five possible theoretical mechanisms through which anthropomorphisms may influence brand love: category-level evaluation, cognitive fluency, cognitive consistency, self-extension and selfcongruence.
Abstract: Brand love has been found to predict brand loyalty measures better than conventional attitude models that rely on the brand’s perceived quality. Hence, marketers are interested in factors that lead to brand love. This study investigates the influence of anthropomorphism on brand love in the context of defensive marketing. We identified five possible theoretical mechanisms through which anthropomorphism may influence brand love: category-level evaluation, cognitive fluency, cognitive consistency, self-extension and self-congruence. The results reveal that the level of quality and anthropomorphism that a consumer perceives the brand has are important antecedents of brand love. Moreover, anthropomorphism’s predictive power differs between evaluative and relationship-specific dimensions of brand love.

178 citations


Journal ArticleDOI
TL;DR: In this article, the authors take a broader organizational perspective to link internal branding and employees' perceptions of organizational support to a range of employee brand-building behaviors, with organizational identification as the key mediating mechanism.
Abstract: Prior research acknowledges employees' crucial role in building strong service brands, yet empirical research on how to turn employees into brand champions remains scarce and has been largely approached from an internal branding perspective. Drawing on social identity and social exchange theories, this study takes a broader organizational perspective to link internal branding outcomes (employee-brand fit, brand knowledge, and belief in the brand) and employees' perceptions of organizational support to a range of employee brand-building behaviors, with organizational identification as the key mediating mechanism. Both cross-sectional and longitudinal analyses of employee data from a major retail bank reveal organizational identification as a strong motivational force for employees to become brand champions, largely mediating the effects of internal branding outcomes. When organizational identification is low, perceived organizational support (as a quality indicator of employees' exchange-based relationship with the organization) constitutes an alternative, external motivator of on-the-job brand building behaviors; when organizational identification is high, perceived organizational support boosts employees' voluntary participation in brand development and positive word-ofmouth. These findings highlight the managerial relevance of the employee-organization relationship for turning employees into brand champions and show how organizational identification can be stimulated by means of internal branding. (authors' abstract)

Journal ArticleDOI
TL;DR: In this article, the influence of customer cocreation participation on customers' brand experience, brand satisfaction and brand loyalty is studied, and a service logic approach is applied to analyze the influence.
Abstract: The purpose of this article is to study the influence of customer cocreation participation on customers’ brand experience, brand satisfaction and brand loyalty. We apply a service logic approach in...

Journal ArticleDOI
TL;DR: The authors found that consumers prefer powerful brands more when the brand logo is featured high rather than low on the brand's packaging, whereas they prefer less powerful brands when the logo is positioned low rather than high on the packaging.
Abstract: Across three studies, this research examines how marketers can capitalize on their brand's standing in the marketplace through strategic logo placement on their packaging. Using a conceptual metaphor framework, the authors find that consumers prefer powerful brands more when the brand logo is featured high rather than low on the brand's packaging, whereas they prefer less powerful brands more when the brand logo is featured low rather than high on the brand's packaging. Furthermore, the authors confirm that the underlying mechanism for this shift in preference is a fluency effect derived from consumers intuitively linking the concept of power with height. Given this finding, the authors then demonstrate an important boundary condition by varying a person's state of power to be at odds with the metaphoric link. The results demonstrate when and how marketers can capitalize on consumers' latent associations through package design.

Journal ArticleDOI
TL;DR: In this article, the authors re-conceptualized the distinction between global and local brands, providing a more comprehensive framework, which considers both geographical distribution and ownership, and examined main and interactive effects of consumers' perceptions of these factors, and studies how ethnocentrism and price affect brand evaluations, considering a range of price difference thresholds.
Abstract: Purpose – The purpose of this paper is to re-conceptualize the distinction between global and local brands, providing a more comprehensive framework, which considers both geographical distribution and ownership. It examines main and interactive effects of consumers’ perceptions of these factors, and studies how ethnocentrism (CET) and price affect brand evaluations, considering a range of price difference thresholds. Design/methodology/approach – A preliminary study (n=243) examined main and interaction effects of brand globalness and ownership on consumers’ brand quality attitudes and purchase intentions in four different product categories. The main study (n=558) further explored brand ownership effects by examining the interaction of CET and price differences. Findings – The preliminary study confirmed the distinctiveness of brand globalness and ownership. Consumers evaluated global (vs non-global) brands more positively, regardless of brand ownership (local vs foreign). The main study found that effec...

Journal ArticleDOI
TL;DR: In this article, the authors draw on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness, and find that employer brand trust and affect are both influenced by the brand personality trait sincerity.
Abstract: Purpose – The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness. Design/methodology/approach – Students interested in working in the consultancy industry completed a survey designed to evaluate consultancy employer brands. Established scales for brand personality, trust, and affect, and employer brand attractiveness were used to test the conceptual model. Findings – The results indicate that employer brand trust and affect are both influenced by the brand personality trait sincerity. Further, employer brand affect was positively affected by the traits excitement and sophistication, while n...

Journal ArticleDOI
TL;DR: In this article, a conceptual framework of the quality of customer-to-customer (C2C) interactions in B2B brand communities by drawing on several theories and concepts was developed.

Journal ArticleDOI
TL;DR: In this paper, the authors investigated whether the link between customer equity drivers (value equity, brand equity and relationship equity) and loyalty intentions is sensitive to the cultural environment and found that Eastern consumers in general have higher loyalty intentions than Western consumers.

Journal ArticleDOI
TL;DR: In this article, the influence of corporate social responsibility (CSR) on brand image and loyalty in the hotel industry was investigated, and the role of CSR as a tool to generate both functional and affective brand image, and loyalty was confirmed.
Abstract: Purpose The purpose of this paper is to investigate the influence of corporate social responsibility (CSR) on brand image and loyalty in the hotel industry. Design/methodology/approach A reflective structural equations model was developed to test the research hypothesis. The study was tested using data collected from a sample of Spanish consumers who assessed the top ten Spanish hotel chains operating in the Latin American context. Findings The role of CSR as a tool to generate both functional and affective brand image, and loyalty was confirmed. CSR has a greater influence on the affective dimension of brand image, whereas functional image has a greater influence on brand loyalty. Furthermore, CSR can be seen as having a direct positive effect on brand loyalty. Research limitations/implications It is necessary to extend this study to other subsectors in the tourism industry and to other Latin American countries. Future research should measure CSR as a formative construct to provide a greater consensus re...

Journal ArticleDOI
TL;DR: In this paper, a model of consumer-based brand equity (CBBE) associated with three South American countries; Chile, Brazil and Argentina was used to explore consumers' attitudes in the long-haul travel context.

Journal ArticleDOI
TL;DR: In this article, the influence of brand perceived quality and credibility on consumer perceptions towards a brand green image, green value and green equity is analyzed. And the results suggest that brand perceived qualities and its overall credibility does have a significant influence on generating a greener image and value.
Abstract: A steady demand for green products from concerned consumers has led companies to introduce new product lines that match or exceed consumer environmental concerns Nonetheless, not all the organizations were able to achieve significant returns on their investments in green products These failures are generally attributed towards companies’ inability to overcome consumer scepticism towards the performance of functional and green attributes of their brands to generate a positive green image and green value in consumers mind Therefore, the question arises that does the success in promoting green brand image and value depend on consumer existing perceptions about the brand quality and credibility? This study analyzes the influence of brand perceive quality and credibility on consumer perceptions towards a brand green image, green value and green equity A theoretical model with hypothesized relationships is developed and tested to answer these research questions Data have been collected from the consumers of electrical and electronic goods The hypothesized relationships were tested with the help of structural equation modeling procedure The results suggest that brand perceived quality and its overall credibility does have a significant influence on generating a greener image, green perceive value and green brand equity

Journal ArticleDOI
TL;DR: This article proposed a typology of firm-hosted online brand communities and examined whether such a classification system can improve predictions of new product success, showing that one archetype generally underperformed the other two as a new product support mechanism.
Abstract: Many firms use online brand communities to support the launch of their new products. This study proposes a typology of firm-hosted online brand communities and examines whether such a classification system can improve predictions of new product success. A cross-industry analysis of 81 firm-hosted online brand communities shows that these communities reflect three archetypes. A subsequent survey of 170 community-hosting firms in the consumer durable goods industry reveals that the three types of communities are not equally important for new product success. Moreover, one archetype generally underperforms the other two as a new product support mechanism. Overall, the results demonstrate that firm-hosted online brand communities can be a predictor of new product success.

Journal ArticleDOI
TL;DR: In this article, the authors investigated both cognitive and affective attributes at a corporate brand level and investigated their effects on behavioral/conative response, finding that both attributes appeared equally important in shaping corporate brand image.

Journal ArticleDOI
TL;DR: In this article, the impact of integrated marketing communications on hotel brand equity, considered as a multidimensional construct composed of brand image, perceived quality, and brand loyalty, is investigated.

Journal ArticleDOI
TL;DR: In this paper, a marketing approach towards developing a structural model incorporating a fifth dimension; that of cultural brand assets is presented. And the structural relationships which are developed between assets, awareness, associations and quality, and links them with the intention to revisit and recommend as outcomes leading to destination loyalty.
Abstract: Commonly, when referring to destination brand equity, four dimensions are taken into consideration: awareness, image, quality and loyalty. Building on product and corporate brand equity and the definition of destination branding, the present paper includes a marketing approach towards developing a structural model incorporating a fifth dimension; that of cultural brand assets. The proposed model, focused on cultural urban destinations, was tested from the perspective of international tourists visiting Rome. Findings indicate that the five dimensions are interrelated and important for the customers' evaluation of a cultural destination. Consistent with place and destination branding literature, the significance of specific cultural brand assets is emphasized. The study provides practitioners with a better understanding of the dimensions which may lead to favorable brand evaluations. Finally, it describes the structural relationships which are developed between assets, awareness, associations and quality, and links them with the intention to re-visit and recommend as outcomes leading to destination loyalty.

Journal ArticleDOI
TL;DR: In this paper, the authors outline and describe eight different country-of-origin (COO) strategies, which are often used in combination with each other, and practical examples are provided for each strategy.
Abstract: Many companies communicate their company’s country-of-origin (COO) or the COO of its products to customers because they hope to benefit from the patriotism of domestic customers or from positive stereotypes that foreign customers have about products from that country. Depending on the product category and the target market, a strong COO can translate into a competitive advantage for companies and can help them to win new markets. The COO of products is typically communicated through the phrase ‘Made in …’ or by using origin labels. Nevertheless, companies use a number of other explicit and implicit strategies to make the origin of their products known. This article outlines and describes eight different COO strategies, which are often used in combination with each other. In addition, practical examples are provided for each strategy.

Journal ArticleDOI
TL;DR: In this paper, the authors identify 13 influencing touchpoints during the various stages of the educational journey, i.e., pre-admission stage, course stage and post-passing as alumnus stage.
Abstract: In today's instantly interconnected world, sectors like higher education, which were once considered safe havens, are now being exposed to competitive forces. Education is an experiential service where the active involvement of both the service provider (higher education brand) and the consumer (student) is important. This research paper identifies 13 influencing touchpoints during the various stages of the educational journey – pre-admission stage, course stage and post-passing as alumnus stage.

Journal ArticleDOI
TL;DR: In this article, the authors propose a conceptual framework called the 4V model to understand how global brands create firm value, which includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.
Abstract: Purpose – The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes. Design/methodology/approach – The approach is conceptual with illustrative examples. Findings – The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other. Research limitations/implications – The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs. Practical implications – Internatio...

Journal ArticleDOI
01 Dec 2014-Cities
TL;DR: In this paper, the authors assessed whether three different strategies for place brand communication have a positive effect on attracting residents and visitors and found that the effect is mediated by the place brand image.

Journal ArticleDOI
01 Sep 2014
TL;DR: The brand post popularity as a joint probability function of time and number of followers is investigated and it is suggested that the two-dimensional point process model provides a good model for understanding such crowdsourcing behavior.
Abstract: Today's social media platforms are excellent vehicles for businesses to build and foster relationship with customers. Companies create official fan pages on social network websites to provide customers with information about their brands, products, promotions, and more. Customers can become fans of these pages, and like, reply, share or mark the brand post as favorite. Marketing departments are using these activities to crowdsource marketing and increase brand awareness and popularity. Understanding how crowdsourcing oriented marketing and promotion evolves would be helpful in managing such campaigns. In this paper, we adopt a multidimensional point process methodology to study crowd engagement activities and interactions. Specifically, we investigate the brand post popularity as a joint probability function of time and number of followers. One-dimensional and two-dimensional Hawkes point process models are calibrated to simulate popularity growth patterns of brand post contents on Twitter. Our results suggest that the two-dimensional point process model provides a good model for understanding such crowdsourcing behavior.

Journal ArticleDOI
TL;DR: In this paper, a modified version of the Service Brand Verdict (SBV) model is used to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings.