Showing papers on "Brand equity published in 2019"

Consumer emotional brand attachment with social media brands and social media brand equity

Abstract: The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE),This paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction An online survey of 340 Australian social media consumers provided data for empirical testing The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results,The findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes,This paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (ie satisfaction) are equally effective in translating emotional brand attachment into social media CBBE,Social media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction,Lately, social media in general has suffered from a crisis of trust in society The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society,Social media platforms are often examined as brand-building platforms This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE

Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits

Abstract: In order to be competitive in an era of ethical consumerism, brands are facing an ever-increasing pressure to integrate ethical values into their identities and to display their ethical commitment at a corporate level. Nevertheless, studies that relate business ethics to corporate brands are either theoretical or have predominantly been developed empirically in goods contexts. This is surprising, because corporate brands are more relevant in services settings, given the nature of services (i.e., intangible, heterogeneous, inseparable and perishable), and the fact that services settings comprise a greater number of customer–brand interactions and touch points than goods contexts. Accordingly, the purpose of this article is to empirically examine the effects of customer perceived ethicality of corporate brands that operate in the services sector. Based on data collected for eight service categories using a panel of 2179 customers, the hypothesized structural model is tested using path analysis. The generalizability theory is applied to test for measurement equivalence between these categories. The results of the hypothesized model show that, in addition to a direct impact, customer perceived ethicality has a positive and indirect impact on brand equity, through the mediators of recognition benefits and brand image. Moreover, brand heritage negatively influences the impact of customer perceived ethicality on brand image. The main implication is that managers need to be aware of the need to reinforce brand image and recognition benefits, as this can facilitate the translation of customer perceived ethicality into brand equity.

An integrative model of destination brand equity and tourist satisfaction

Abstract: This paper develops an integrative model that includes the dimensions of destination brand equity (i.e. awareness, image, quality and loyalty), as well as a key behavioural variable that is tourist...

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Abstract: Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.

Measuring Brand Equity

Abstract: Building a strong brand with significant equity provides a host of benefits for firms. Understanding the sources and outcomes of brand equity provides managers with information how and where brands add value. This article reviews measures of both sources and outcomes of brand equity and discusses a model of value creation, the brand value chain, as a holistic, integrated approach to understanding how to capture the value created by brands. The chapter also closes with issues in developing a brand equity measurement system.

The effects of service quality and consumer-brand value congruity on hospitality brand loyalty

Abstract: This research integrates the congruity and the social identity theories to better understand the consumer-brand relationships. A structural equation modelling approach was used to explore the drive...

The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions

Abstract: This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present study tries to determine which the Aaker’s (1991) brand equity dimensions have the mediating roles between source credible online reviews and purchase intention.,Data were collected from select e-commerce site’s brand community on Facebook social media platform through Google form application. The present study first determines the reliability of the variables. To check the unidimensionality of the variables, exploratory factor analysis has been performed. This study makes use of structural equation modeling bootstrapping method to examine the mediating effects of brand equity dimensions between source credible online reviews and purchase intention.,Data analysis reveals that marketers should concentrate more on brand awareness and perceived value, which ultimately influence the purchase intention of the consumers.,This paper is one of the first that examines the mediating effects of consumer-based brand equity dimensions between source credible online reviews and consumer’s purchase intention. Further, the present study integrates source credibility theory and attribution theory to develop the research model.

The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation

Abstract: Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order...

How consumers’ brand experience in social media can improve brand perception and customer equity

Abstract: Purpose The purpose of this paper is to investigate factors driving consumers’ social media brand experience and its effect on customer equity and customer lifetime value (CLV). A conceptual model is proposed including the variables of product attributes, brand experience, brand attachment, brand trust, customer equity and CLV. Design/methodology/approach The proposed research model is analyzed using a survey of 708 South Korean and Chinese consumers. Findings The results indicate that utilitarian and hedonic values influence brand experience, and that brand experience directly influences brand attachment, brand trust and customer equity drivers. There is a positive relationship between brand attachment and trust. As a customer equity driver, brand equity has a positive effect on CLV. Originality/value This study sheds light on how brand experience in social media can improve customer equity. It contributes to the theory of brand experience and customer equity as well as smartphone product marketing strategies. From a managerial perspective, guidelines are provided for firms to implement value communication activities using social media, and to maintain and increase their CLV.

Teaching material for: How well does consumer-based brand equity align with sales-based brand equity and marketing mix response?

Abstract: Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This article studies the extent to which CBBE manifests itself in SBBE and marketing-mix response using ten years of IRI scanner and Brand Asset Valuator data for 290 brands spanning 25 packaged good categories. The authors uncover a fairly strong positive association of SBBE with three dimensions of CBBE—relevance, esteem, and knowledge—but a slight negative correspondence with the fourth dimension, energized differentiation. They also reveal new insights on the category characteristics that moderate the CBBE–SBBE relationship and document a more nuanced association of the CBBE dimensions with response to the major marketing-mix variables than heretofore assumed. The authors discuss implications for academic researchers who predict and test the impact of brand equity, for market researchers who measure it, and for marketers who want to translate their brand equity into marketplace success.

Measuring brand image: a systematic review, practical guidance, and future research directions

Abstract: Measuring and understanding brand image is crucial for both branding research and practice. Empirical studies focusing on brand image reveal a large number of techniques for measuring brand image, highlighting the need to organize them. However, no comprehensive review of brand image measurement techniques can be found in the existing literature. Therefore, this article seeks to contribute to the extant knowledge of brand image by systematically reviewing the related literature, providing a comprehensive discussion and characterization of brand image measurement techniques, offering recommendations for measuring brand image through a roadmap, and suggesting directions for future research. Our systematic literature review identified 224 high-quality scholarly articles published between 1991 and 2016 using 12 main techniques for measuring brand image. This article may aid both researchers and brand managers in selecting and applying appropriate brand image measurement techniques for their specific research context.

Re-conceptualizing customer-based destination brand equity

Abstract: This study aims to develop a more comprehensive customer-based destination brand equity model, compared to those examined in previous studies. In line with the research purpose, the data obtained from 478 domestic and foreign tourists visiting Alanya in Turkey were used. For testing the model developed in the present study, structural equation modeling was preferred. In the light of the findings, all antecedent variables positively affect their consequence variables. Furthermore, destination natural quality perceptions on destination hedonic value perceptions have been found to have a stronger influence than destination service quality perceptions. On the other hand, it has been found that destination service quality perceptions affect destination functional value perceptions more strongly than destination natural quality perceptions. Hedonic value perceptions of tourists were found to be a more determinant antecedent for trust. Also, metric and scalar invariance of destination brand awareness, destination brand trust and destination brand satisfaction scales are completely fulfilled while scalar invariances of the destination brand quality, destination brand value, and destination brand loyalty are partially fulfilled. By developing a more comprehensive CBDBE model, the present study contributes to helping destination management organizations to understand the relationships among the factors affecting the tourists' general perceptions of a destination. The fact that the factors generally ignored in the previous studies within the scope of CBDBE were examined in the present study, and that these factors were analyzed through a single model, eliminates a significant shortcoming in this field.

Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension

Abstract: Brand extension is a strategy widely used among firms with high brand equity to launch new products into the market. This strategy has been the subject of considerable scholarly interest over the last few years. However, there are very few published works that have focused on analyzing brand extensions in the heritage context or, more specifically, in relation to the UNESCO World Heritage brand. The present study examines the extent to which the authenticity of a brand extension pertaining to a heritage destination parent brand affects the formation of brand equity for the extension. It takes into account the moderating roles of brand extension credibility and tourists’ experience and product knowledge. To fulfill the research objectives, an experimental design is applied to a sample of 217 tourists visiting the Monumental Complex of the Alhambra and Generalife in Granada, Spain, and the degree of authenticity of the brand extension is manipulated between subjects. The findings show that brand extension authenticity exerts a direct effect on brand extension equity, and an indirect effect, via brand extension credibility: these effects being activated only beyond certain levels of tourist experience of the heritage site and product knowledge.

Willingness to eat an insect based product and impact on brand equity: A global perspective

Abstract: Rapid population growth is creating the need to find new and sustainable food sources. Insect‐based products could satisfy this high priority necessity while incorporating important nutrients in the human diet such as protein, vitamins, and minerals. This research provides a global overview of the willingness to try a new product that contains insect powder and determine the impact of adding insect‐based products to a brands portfolio. An international survey was conducted in 13 different countries (n = 630 consumers per country, total 7,800 consumer) with consumers who represented diverse demographic backgrounds. Eight of the 13 countries could be classified as “disgust” countries where most respondents said they would not be willing to try a familiar product containing insect powder. Nine countries fell into the “impact” category where participants would be more likely to stop buying other products from this company knowing that they have used insect powder in another product from the same brand. The reasons why participants would not consider eating foods containing insect powder were religion, the perception that insects carry diseases and cause allergic reactions. Only the disease‐carrying perception was significant in most of the countries. PRACTICAL APPLICATIONS: The results from this study showed that most consumers from most countries studied are not willing to try insect‐based products at this time. However, there was a segment of the population in each country that was willing to try such products. There is a great opportunity for companies to create new products for countries where the disgust factor was not a barrier and to test those new concepts and products. This could help provide information to educate consumers about all the benefits of insect protein and implement. It is key to remember that new brands probably are necessary for such products because of the potential damage to brand equity of introducing products containing insect powder.

Impact of the antecedents of electronic word of mouth on consumer based brand equity: a study on the hotel industry

Abstract: This paper has measured the effects of antecedents of electronic word of mouth (eWOM) on Consumer Based Brand Equity (CBBE) for branded hotels. The hypotheses and a conceptual framework were develo...

Antecedents of consumers’ engagement with brand-related content on social media

Abstract: The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’ engagement with brand-related social media content Additionally, the subsequent effects of consumers’ engagement with brand-related social media content on overall brand equity and purchase intention have also been examined,Preliminary studies were conducted to identify brands for the main study Data for the main study were collected using an online survey administered at the identified brands’ Facebook fan pages Structural equation modeling was used to test the conceptual model,The results found the uniform effect of the social media marketing efforts and individual’s online social interaction propensity on two levels of consumers’ social media engagement, but the effect on third level has been found only from the individual’s online social interaction propensity Subsequent effects on brand equity and purchase intention were also found varying across the engagement levels,This study extends previous research by examining the effect of brand’s social media marketing efforts and online social interaction propensity on all the three levels of consumers’ engagement with brand-related content on social media Also, this study enriches the existing literature by investigating the impact of these three levels of consumers’ engagement on brand’s equity and purchase intention,Previous research has no evidence of evaluating the effectiveness of social media marketing efforts on the consumers’ engagement with brand-related social media content Although the effect of general online social interaction propensity on effort and social engagement has been examined in previous research but the effect on consumption, contribution and creation brand-related social media content had not been measured Additionally, the effect of consumption, contribution and creation on brand equity and purchase intention had not been evaluated

Enhancing customer-based brand equity through CSR in the hospitality sector

Abstract: Corporate social responsibility is considered an important element in the development of brand equity. Extant research in this context is mainly focused on the relationship between this corporate p...

Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity:

Abstract: Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can...

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

Abstract: Social media is forming an increasingly central part of how companies communicate their marketing strategies to their customers. This study aims to provide an empirical analysis of the impact social media communication has on brand equity and purchase intention using linear regression. Before conducting the analysis, a systematic literature review has been carried out in order to understand how the dimensions of social media create word of mouth i.e. electronic word of mouth (eWOM) on social media platforms and how this e-WOM further influences brand equity and customers’ purchase intention of domestic brands in Bosnia and Herzegovina. 300 data sets were collected through a standardized online survey and analyzed in SPSS with the conclusion that all the constructs identified in this research have a significantly high correlation and impact on a customer’s decision to buy a domestic product The results of the empirical study showed that both firmcreated and user-generated social media communication influence brand equity which creates of a fully mediated effect between e-WOM and the purchase intention.

A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques

Abstract: On their way towards assuring growth and long-term sustainability, many modern small and medium sized enterprises (SMEs) from the European Union have set building a stronger brand as one of their primary goals. To achieve this, an integrated framework for managing the continuous enhancement of their brand equity level by adopting digital marketing tools and techniques (DMTTs), has increasingly become a necessity for most of the modern SMEs. However, even if such an approach provides plenty of benefits, such as better audience targeting and reduction of traditional marketing expenses, implementing these complex processes in their business models poses a series of challenges like choosing the best selection of DMTTs. For this reason, a conceptual model is proposed in the first part of the paper, with the aim to highlight a framework that will help underline the links between DMTTs and other key elements that can provide an increase in brand equity of SMEs, thus contributing to growth and enhancing the sustainability level. Following the proposed model, research aimed at two main directions has been conducted in the second part. The first direction was to analyze the degree in which modern SMEs from the European Union located in Romania dedicate themselves toward embracing sustainability goals and principles. The second one represents an analysis using also the SPSS software solution on the most used selections of DMTTs mentioned in the presented conceptual model. The results obtained provide a starting point for those modern SMEs that choose to follow the path of sustainability by creating and enhancing their brand equity through DMTTs.

Contextualising social capital in online brand communities

Abstract: Online brand communities (OBC) are growing in number and becoming an increasingly important interface where marketers can effectively facilitate the relationship between their brand and consumers. A qualitative study using a four-month netnography over three OBCs followed by focus groups with OBC members explored the dynamics of social capital in these communities. Findings indicate that social capital is an important driver in the success of OBCs, and all the elements of social capital including a shared language, shared vision, social trust and reciprocity are evident. Moreover, results from this study indicate that these elements are crucial in developing the network ties that are integral to building loyalty and brand equity.

Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam

Abstract: This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists.,Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses.,The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity.,An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.