Showing papers on "Brand equity published in 2015"
TL;DR: In this paper, the authors investigated consumer perceptions of remanufactured consumer products in closed-loop supply chains and found that discounting had a consistently positive, linear effect on product attractiveness.
Abstract: This study empirically investigates consumer perceptions of remanufactured consumer products in closed-loop supply chains. A multi-study approach led to increasing levels of measure refinement and facilitated examination of various assumptions researchers have made about the consumer market for remanufactured products. Based in part on the measure building studies, an experimental study examined remanufactured product perceptions from a national panel of consumers. The consumers responded to remanufactured product descriptions that manipulated price discount and brand equity. The results indicate that discounting had a consistently positive, linear effect on remanufactured product attractiveness. Curiously, the brand equity manipulation proved less important to consumers than specific remanufactured product quality perceptions. The results also show that green consumers and consumers who consider remanufactured products green typically found remanufactured products significantly more attractive. Finally, the findings introduce the concept of negative attribute perceptions, such as disgust, that had a significantly detrimental effect on remanufactured product attractiveness.
263 citations
TL;DR: The results of the study showed that Facebook advertising significantly affected brand image and brand equity, both of which factors contributed to a significant change in purchasing intention.
260 citations
TL;DR: In this paper, the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers were examined using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer program version 21.
Abstract: Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire populatio...
253 citations
TL;DR: In this article, the authors investigated the impact of social media communication on consumers' perception of brand equity metrics, as well as in an examination of industry-specific differences across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers.
Abstract: Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings – The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; where...
237 citations
TL;DR: In this paper, a review of existing studies about the impact of brand image on consumer from perspective of customer equity is presented, and the shortcomings of current research and the trends for future study are pointed out.
Abstract: The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity It also presented the shortcomings of current research and pointed out the trends for future study
212 citations
TL;DR: In this paper, the authors examined whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables.
Abstract: Purpose – This paper aims to examine whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables. Existing research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, recently, there is a growing stream of research indicating that the brands are not only facilitating transaction but companies can also use them to develop and maintain links with their customers. The exploration of the role of brands in the development of bonds with the customers is still very limited. Design/methodology/approach – Data were collected from 189 women who are using lipstick in Glasgow, Scotland. Respondents were asked to answer a questionnaire keeping in mind their preferred brand. Findings – The findings revealed that the strength of the consumer brand relationship is a very strong predictor of brand loyalty. They also sug...
199 citations
TL;DR: In this paper, the authors examined the relationship between consumers' authenticity perception and four brand equity dimensions (brand awareness, brand association, perceived quality, brand loyalty), as well as how these four dimensions are interrelated with one another.
194 citations
TL;DR: The authors used quantile regression and structural equation modeling to explore the causal linkages among corporate social responsibility, brand equity, and firm performance in Taiwanese high-tech companies over the period 2010-2013.
176 citations
TL;DR: Zhang et al. as mentioned in this paper examined the relationship between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation strategy in the context of China's online technology industry.
173 citations
TL;DR: In this article, the mediating effects of brand reputation on the relationship between CBCRBE and brand trust were investigated using a structural equation modeling (SEM) analysis. And the results of the study reveal that brand reputation partially mediates the effects of food & service quality, brand affect, brand awareness, and brand association on brand trust.
168 citations
TL;DR: In this article, the authors further examined the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion.
Abstract: Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value – This research extends previous studies on t...
TL;DR: In this paper, the authors explored the effects of brand trust, trust in the food system, consumer confidence and brand loyalty on consumer's trust in brands and concluded that trust in food brands leads to brand loyalty via consumer confidence.
TL;DR: In this article, the authors examined the simultaneous effects of brand equity and human capital on firm value and showed that both resources create relatively more value in a service setting than a manufacturing setting.
Abstract: Research and managerial practice generally contend that human capital and brand equity
constitute a company’s most valuable resources. Relying on similar underlying theoretical
rationales, research on the value relevance of these two resources has developed in different
disciplines. Combining diverse data sources, the authors examine the simultaneous effects of
brand equity and human capital on firm value. In addition, they consider how much the effects
of these two resources differ between services and manufacturing. Results provide evidence for
a complementary relationship between human capital and brand equity and show that both
resources create relatively more value in a service setting.
TL;DR: It is found that exposures to earned and owned social media activities for brands have significant and positive impacts on consumers’ likelihood to purchase the brands and their effects are, surprisingly, suppressive on each other.
Abstract: This study investigates the effects of exposures to earned and owned social media activities and their interaction on brand purchase in a two-stage decision model (i.e., likelihood to purchase and the amount purchased offline). Our study is instantiated on a unique single-source dataset of 12-month home-scanned brand purchase records of a group of fast-moving consumer good brands and Facebook brand Fan Page messages related to the brands. We first find that exposures to earned and owned social media activities for brands have significant and positive impacts on consumers’ likelihood to purchase the brands. Their effects are, surprisingly, suppressive on each other. Second, exposures to earned and owned social media activities have almost no impact on the amount purchased offline with presence of in-store promotions. Our study contributes to our knowledge body of social media marketing by demonstrating that social media activities for a brand can foster the consumer base of the brand, but that effo...
TL;DR: This article investigated how an integrated marketing communication (IMC) capability drives a brand's financial performance through influencing the effectiveness of communication campaigns and the brand's market-based performance and found that the more the firm is able to build its distinctive IMC capability, the greater its campaign effectiveness, which in turn leads to superior brand market based and financial performance.
Abstract: Drawing on the resource-based view (RBV) of the firm this research investigates how an integrated marketing communication (IMC) capability drives a brand's financial performance through influencing the effectiveness of communication campaigns and the brand's market-based performance. The results illustrate that an IMC capability has a significant direct effect on campaign effectiveness and significant indirect effect on a brand's market-based performance and financial performance. The study highlights the role of IMC as a key firm-specific capability with significant impact on performance outcomes. Competitively, the more the firm is able to build its distinctive IMC capability, the greater its campaign effectiveness, which in turn leads to superior brand market-based and financial performance.
TL;DR: For instance, this paper found evidence that following a brand's Facebook updates can cause positive changes in brand evaluations, indicating the importance of brand interactivity, and the effects were explained by perceived conversational human voice.
TL;DR: In this article, the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity was examined.
Abstract: Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and feminini...
TL;DR: In this paper, the effect of corporate social responsibility (CSR) initiatives on the two marketing outcomes - corporate reputation (CR) and brand equity (BE) based on the perception of consumers regarding banks in India was investigated.
Abstract: Purpose – The purpose of this paper is to investigate the effect of corporate social responsibility (CSR) initiatives on the two marketing outcomes - corporate reputation (CR) and brand equity (BE), based on the perception of consumers regarding banks in India. Design/methodology/approach – A survey of banking consumers was carried out, resulting in 303 valid responses. In order to address research objectives and test the hypothesis, structural equations modeling has been employed. Findings – Results reveals that CSR activities influence CR and BE directly as well as indirectly. In addition, the mediating role of trust is found to be significant between CSR and CR and CSR and BE. The study shows that CSR activities build consumer trust in a company which in turn positively impacts CR and BE. Research limitations/implications – The findings have important implications for retail banks in India and suggest that CSR activities can help banks in building CR and BE. The hypothesized theoretical framework has b...
TL;DR: Zhang et al. as discussed by the authors examined different underlying mechanisms of cultural identity and consumer ethnocentrism constructs and investigated their different impacts on consumer preferences and buying behavior regarding domestic vs. import brands based on a group of hypotheses derived from theoretical conceptualizations.
TL;DR: In this article, the authors argue that design thinking can serve as a mechanism which promotes and enables the integration of brand consistency and relevance, and identify eight practices and examine how designers enable brand managers to address enduring consistency-relevance tensions in ways that ensure innovations renew or revitalize the brand without undermining its essence.
Abstract: In order to sustain and grow brand equity, brand managers are faced with balancing the preservation of existing brand identity through consistency with the need to maintain relevance, which requires change and innovation. In this paper we build upon the concept of organizational ambidexterity (March 1991), arguing that design thinking—the logics and practices associated with designers—can serve as a mechanism which promotes and enables the integration of brand consistency and relevance. Drawing on cases of innovation at firms across a range of industries, we show how design thinking can trigger brand ambidexterity across a three-stage process. We identify eight practices and examine how designers enable brand managers to address enduring consistency-relevance tensions in ways that ensure innovations renew or revitalize the brand without undermining its essence.
TL;DR: In this paper, a conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity, which is positively moderated by the degree of consumer-perceived endorser-brand congruence.
Abstract: Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the...
TL;DR: In this paper, the authors examined the relationship between innovative brand experience, brand equity and brand satisfaction in airlines and found that airline innovative brand experiences have a positive impact on brand equity.
TL;DR: In this article, the authors developed and tested a model through a multi-country study that considers consumer wine knowledge and wine experience, wine brand trust and wine brand satisfaction as antecedents of wine brand love, and wine brands loyalty as a consequence of wine brands love.
TL;DR: Whether value co-creation practices in brand community have positive effects on the consumer-brand and consumer-other consumers' relationships, as well as, community commitment and brand loyalty is explored.
TL;DR: This work develops a state space model to capture the dynamics in brand preference, advertising effectiveness, and consumer response to product recalls; integrates it with a random coefficient demand model; and estimates it using a unique data set containing 35 automobile brands, 193 auto sub-brands, and 359 recalls during 1997-2002.
Abstract: Product-harm crises recalls carry negative product information that adversely affects brand preference and advertising effectiveness. This negative impact of product-harm crises may differ across recall events depending on media coverage of the event, crisis severity, and consumers' prior beliefs about product quality. We develop a state space model to capture the dynamics in brand preference, advertising effectiveness, and consumer response to product recalls; integrate it with a random coefficient demand model; and estimate it using a unique data set containing 35 automobile brands, 193 auto sub-brands, and 359 recalls during 1997-2002. Our results reveal that consumers respond more negatively to product recalls with greater media attention, more severe consequences, and higher perceived product quality. Furthermore, they show that sub-brand advertising effectiveness declines by a greater amount than parent-brand advertising and the decline in effectiveness of the recalled sub-brand's advertising spills over to other sub-brands under the same parent brand.
This paper was accepted by Pradeep Chintagunta, marketing.
TL;DR: This article examined the performance of Aaker's dominant conceptualization of consumer-based brand equity in a multi-national and multi-sector European context and highlighted important lessons vis-a-vis the measurement of brand assets across countries.
Abstract: Purpose – The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi-sector European context and highlights important lessons vis-a-vis the measurement of brand assets across countries. Design/methodology/approach – Cross-category data was collected through a survey over a period of two months from a representative sample of consumers in three European countries (n=1,829), the UK (n=605), Germany (n=600) and Greece (n=624). Findings – The findings suggest that Aaker’s dimensions of consumer-based brand equity cannot be clearly separated. More specifically the dimensions of brand awareness, brand associations and brand loyalty could not be always clearly discriminated in all national contexts. Originality/value – The paper contributes to the limited amount of cross-national research on brand equity by assessing the most widely used concep...
TL;DR: In this article, the authors apply textual content analysis by using qualitative data analysis software (i.e. ATLA) to identify and understand the way tourists and travellers perceive the country as a tourist destination.
Abstract: Content generated by tourists, travellers, professional travel bloggers and travel journalists who post, comment and share information on social media channels is arguably the greatest digital challenge of destination branding today. The tourist-/traveller-generated content is likely to generate brand value if integrated into the destination branding strategy. There is, however, a lack of theoretical awareness and empirical research into the role of social media content in shaping destination brands. By taking Portugal as a case study, this exploratory research is aimed to show how content analysis can be used to identify and understand the way tourists and travellers perceive the country as a tourist destination. The application of this methodology on online material could contribute to a refined destination branding initiative for Portugal by integrating user-generated and travel experts content into the strategy. It applies textual content analysis by using qualitative data analysis software (i.e. ATLA...
TL;DR: The Need to Rethink Place Branding as mentioned in this paper is the need to re-think the place Branding Construct from the perspective of the Service-Dominant Logic of Marketing.
Abstract: The Need to Rethink Place Branding.- Rethinking the Place Branding Construct.- Rethinking the Place Product from the Perspective of the Service-Dominant Logic of Marketing.- Rethinking Sense of Place: Sense of One and Sense of Many.- Rethinking Place Identities.- Rethinking Virtual and Online Place Branding.- Rethinking Strategic Place Branding in the Digital Age.- Rethinking Place Branding from a Practice Perspective: Working with Stakeholders.- Rethinking the Roles of Culture in Place Branding.- Rethinking Place Branding and Place Making Through Creative and Cultural Quarters.- Rethinking Place Brand Communication: From Product-Oriented Monologue to Consumer-Engaging Dialogue.- Rethinking the Visual Communication of the Place Brand: A Contemporary Role for Chorography?.- Rethinking Place Branding and the "Other" Senses.- Rethinking the Measurement of Place Brands.- Rethinking Brand Equity: Possibilities and Challenges of Application to Places.- Sketching Futures for Place Branding.
TL;DR: In this article, the authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme, and identify gaps in the brand equity literature, neither what are the sources, drivers or determinants.
Abstract: Purpose – This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants. Design/methodology/approach – The authors develop the relating conceptual study through the differentiation and integration as specific conceptual goals. The authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme. Findings – The authors identify gaps in the brand equity literature. The analysis and development of the c...
TL;DR: In this paper, a model for the influence of the designation of origin (DO) brand image and the destination image on the brand equity of wine tourism destinations and examining these effects on two stakeholder groups, winery managers and winery visitors, was proposed.