Showing papers on "Brand equity published in 2021"

Designing Brand Identity

Abstract: No one does it alone (in branding and in life). This is a resource for the whole branding team—from the CEO to the creative director to the designer and brand strategist. I want to make it easy to quickly grasp the fundamentals and be inspired by best practices; I want to make it easy to seize every opportunity to delight customers and attract prospects; and I want to make it easy to build brand equity. The tools have changed. The fundamentals have not. The questions are the same whether you’re on Facebook or in Shanghai: Who are you? Who needs to know? How will they find out? Why should they care? The process to achieve remarkable results is the same whether you are an entrepreneur with an audacious big idea, or a global company with hundreds of brands and thousands of employees. Books, like brands, are built over time. Creating this resource has been my personal Mount Everest. Love, indeed, does conquer all. My husband Eddy’s boundless energy and laughter always make the impossible possible. Tessa and Tearson are my shooting stars. Skylight is my Shangri-la.

CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?

Abstract: Sustainable luxury is a strategic issue for managers and for society, yet it remains poorly understood. This research seeks to clarify how corporate social responsibility (CSR) actions directly and indirectly (through brand value dimensions) affect consumers’ willingness to pay a premium price (WTPP) for luxury brand products, as well as how a long-term orientation (LTO) might moderate these relationships. A scenario study presents fictional CSR actions of two brands, representing different luxury products, to 1,049 respondents from two countries (France and Tunisia). The results of a structural equation modeling approach show that the luxury brands’ CSR actions negatively affect customer WTPP overall and for each brand. The luxury brands’ functional and symbolic value dimensions positively mediate the effects of CSR actions on WTPP, whereas social value does not. The effects of CSR actions and brand symbolic value on WTTP do not differ between countries. The effect of functional value on WTPP differs across countries, such that it is stronger for high-LTO than low-LTO cultures. Inversely, the effect of social on customer WTPP is stronger for low-LTO than high-LTO cultures. These findings have theoretical and practical implications for luxury brand managers.

The Impact of Social Media Marketing Communications on Consumer Response During the COVID-19: Does the Brand Equity of a University Matter?

Abstract: The main objective of the current study is to investigate the impact of social media marketing communication on the consumer response to University in UAE during COVID-19. In addition to that, the study has also examined the mediating role of brand equity of university in the relationship between social media marketing communication and consumer response during the COVID-19. The schedule for the academic session of an academic year, their starting and ending dates, schedule for vacations all vary from country to country; as a result, the conditions were not similar and varied due to the same reason. However, few countries suspended their classic room lectures from March or April 2020 up to further notification. We employed a combination of inferential and descriptive analyses to carry out the data analysis. For this purpose, the PLS-SEM approach was integrated, which is a second-generation technique for structural equation modeling. PLS-SEM is a relatively new approach and provides reliable results when coupled with SEM models. The response rate is above 50%. Customer-Based Brand Equity illustrated the significant indirect impacts of these significant indirect effects on the association among Customer-Based Brand Equity (CBBE) and social media marketing communications. As a result, this research further added the perception of Customer-Based Brand Equity (CBBE) in the perception of UNIVERSITY perception through endorsing the Customer-Based Brand Equity (CBBE), which estimates the brand sustainability, explicit consumers associations, functional brand image, perception, hedonic brand image and experiences with UNIVERSITY brands by brand awareness. This research work also positioned the two levels of social media communication, such as UGC and FCC, into marketing communication through endorsing the degrees of social media advertising, social media promotions, and social media interactive marketing. Hence, the research was capable of discussing the various roles of these social media marketing communications on the consumer response and the growth of Customer-Based Brand Equity (CBBE). Moreover, Customer-Based Brand Equity was illustrated to have significant influences on consumer responses.

Green innovation and brand equity: moderating effects of industrial institutions

Abstract: In recent decades, firms increasingly engage in green innovation activities to address the bourgeoning environmental crisis. Despite the importance of green innovation in determining firms’ competitive advantages, few studies examine its effect on brand equity. By drawing on green innovation literature and institutional theory, this study examines the effects of green product innovation and green process innovation on brand equity, as well as the moderating role of industrial institutional environments. An empirical test of cross-sectional panel data collected from various archival sources from China confirms the positive impact of green innovation on brand equity and the contingent role of industrial institutions, including regulation intensity, industry innovation speed, and pollution intensity. The study thus provides important theoretical and managerial implications.

Real-Time Brand Reputation Tracking Using Social Media:

Abstract: How can we know what stakeholders think and feel about brands in real time and over time? Most brand reputation measures are at the aggregate level (e.g., the Interbrand “Best Global Brands” list) ...

The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust

Abstract: This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.,Data were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).,The results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.,This study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.,The study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.,The study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.

Influencing COBRAs: the effects of brand equity on the consumer’s propensity to engage with brand-related content on social media

Abstract: This research examines whether perceptions of brand equity influence consumers’ propensity to engage with brand-related content on social media. By combining two frameworks: consumer-based brand equity (CBBE) and consumers’ online brand-related activities (COBRAs) we develop two conceptual models and empirically test their validity. Using survey data from respondents across a range of brands, we estimate conceptual models from both a macro- and a micro-relationship perspective. From the macro-relationship perspective, findings suggest that consumer-based brand equity positively drives consumers’ behavioral engagement with brands on social media. From the micro-relationship perspective, findings indicate that brand associations influence the consumption and contribution of brand-related social media content, while brand loyalty additionally influences the creation of brand-related social media content. Finally, brand quality was found to negatively effect consumers’ behavioral engagement: the lower the perceived quality, the more individuals consume and contribute brand-related content to social media.

The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model

Abstract: In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect o...

The influence of brand experiences on consumer-based brand equity

Abstract: In markets where products and services have become similar, with no major functional differences and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than the inherent characteristics of products or services perse, brands become a source of differentiation of companies, with its role expanded from an assembly of attributes to a sum of experiences. This investigation in the experiential marketing area aims to understand the dimensions of the experiences that have an influence on consumers and how do these experiences have influence on consumer-based brand equity. Based on a quantitative study, the results show that brand experience has a positive influence on consumer-based brand equity. Sensory and emotional experiences evidenced a higher influence in all the dimensions of brand equity. Multigroup analysis also shows that intellectual experience triggers brand equity consumers in consumer with positive brand behavior.

Destination branding and co-creation: a service ecosystem perspective

Abstract: Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem.,An exploratory research design was used to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem.,The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multi-directional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena.,Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels.,Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy.,The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain.

The role of social media elements in driving co-creation and engagement

Abstract: The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn.,The research model is tested for wearable healthcare technology, a smart-technology product. Data were collected in China from 294 users using a self-administered online survey. Data analysis uses partial least squares – structural equation modelling (PLS-SEM).,Entertainment, customization and eWOM are the key predictors in driving consumers' value co-creation intention, thereby strengthening the value co-creation process, CBE and perceived brand value. In contrast with previous studies in the area of value co-creation and CBE, the impact of interactivity and trendiness on value co-creation intention is non-significant.,The research contributes to the literature by providing an understanding of how to use SMM dimensions to drive consumers' value co-creation intention for smart-technology products, such as healthcare-wearable technology. However, this study is cross-sectional in nature and its focus is solely on wearable healthcare technology in China. To enhance the generalizability of the findings, future research might consider a longitudinal design and include comparisons between countries with diverse cultures, along with other types of smart-technology products.,The findings provide guidance for marketers to enhance CBE and perceived brand value by strengthening consumers' value co-creation intention, using SMM with entertaining and customized content and encouraging positive referrals on social-media platforms.,Scholarly attention on the importance of SMM in strengthening consumers' value co-creation intention and CBE is limited, and the question of which SMM elements are effective in driving value co-creation and its link to perceived brand value has not been examined. This paper contributes to the marketing literature by developing and empirically testing a research model, revealing entertainment, customization and eWOM as key SMM elements driving value co-creation intention and CBE for a smart-technology product in China.

Digital and Social Media Marketing - Growing Market Share for Construction SMEs

Abstract: The construction industry has not been an early adopter of social media and digital marketing, due largely to lack of knowledge of and skills in these areas. Nevertheless, effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors. This study uses a qualitative approach - interviews with residential construction small to medium enterprises (SMEs) and adjacent industry actors - to obtain data addressing the key questions of the residential construction sector SMES' digital marketing attitudes and capabilities; whether digital and social media marketing is as or more effective than traditional marketing strategies; and the challenges facing SMEs in making effective use of digital marketing strategies. The findings confirm widespread recognition of the value of digital marketing strategies among SMEs but reveal that uptake and effective use of digital marketing is undermined by deficiencies in external environment analysis and a lack of the investment and training needed to plan, monitor and maintain effective and up-to-date marketing mixes, strategies and objectives. Based on the findings, recommendations are offered for improving residential construction SMEs’ uptake and effective use of digital and social media marketing.

Internal branding: conceptualization from a literature review and opportunities for future research

Abstract: Recently, internal branding has gained relevance in the marketing literature because researchers recognize that corporate brand management not only implicates external actions but also an internal approach that involves employees. Despite the growing interest, there is no consensus among authors about antecedents, dimensions, and outcomes of internal branding. In this sense, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is a systematic literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.

Perceived retailer innovativeness and brand equity: mediation of consumer engagement

Abstract: The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of the current service retail landscape and consumers’ high expectations. This ...

No matter what you do, I still love you: an examination of consumer reaction to brand transgressions

Abstract: This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived brand equity and brand love, and compares these effects on brands that are viewed positively versus brands that are viewed negatively,Two studies were deployed In the first study, a 2 × 2 between subjects factorial design using fictitious brands is used to test the hypotheses The second study seeks to replicate the findings of the first study by using a brand connected to a real retailer,Regardless of a brand issuing an apology or not, co-creation, higher perceived brand equity and increased levels of brand love, are more likely to occur when a consumer views a brand as being positive versus negative However, the results vary when the consumer has a prior level of knowledge and a stronger relationship with a brand,This paper focuses on consumers between the ages of 18 and 29 years While the findings of Study 1 are mostly replicated in Study 2, a more generalizable sample could create additional insights into the impact of brand transgressions and issuing or not an apology,The findings of this paper add to the current literature on co-creation, brand equity, brand love and theory of reasoned action, in terms of the impact of an apology, or lack thereof, on brand transgressions and consequent consumer responses

The cause effect: the impact of corporate social responsibility advertising on cause consumer engagement behavior after brand affiliation ceases

Abstract: Brands often engage in cause involvement out of a sense of social responsibility. While these associations with causes can positively impact brand equity, brand loyalty, and brand-favorable consume...

Employees as influencers: measuring employee brand equity in a social media age

Abstract: The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee brand equity (EBE) research has yet to be linked to employees’ social media activity. This paper aims to take a methods-based approach to better understand employees’ roles as influencers. As such, its objective is to operationalize and apply the three EBE dimensions – brand consistent behavior, brand endorsement and brand allegiance – using Instagram data.,This qualitative research uses a case study of employee influencers at SoulCycle, a leading North American fitness company and examines 100 Instagram images and 100 captions from these influential employees to assess the three EBE dimensions.,Brand consistent behavior (what employees do) was the most important EBE dimension indicating that employees’ social media activities align with their employer’s values. Brand allegiance (what employees intend to do in the future) whereby employees self-identify with their employer on social media, followed. Brand endorsement (what employees say) was the least influential of the three EBE dimensions, which may indicate a higher level of perceived authenticity from a consumer perspective.,This research makes three contributions. First, it presents a novel measure of EBE using public Instagram data. Second, it represents a unique expansion and an evolution of King et al.’s (2012) model. Third, it considers employees’ work-related content on social media to understand employees’ role as influencers and their co-creation of EBE, which is currently an under-represented perspective in the internal branding literature.