Showing papers on "Brand equity published in 2022"

Machine learning based customer meta-combination brand equity analysis for marketing behavior evaluation

Abstract: At present, the focus of marketing research is mostly on the influencing factors, composition, and measurement of brand equity. The meta-combined brand equity analysis is based on two main research perspectives: financial perspective and customer perspective. While the financial perspective is based on the incremental discounted future cash flows that would result from a branded product's revenue over the revenue of an unbranded product, the brand equity from the customer's perspective is the consumer's reaction to brand marketing behavior, the impact on brand knowledge. The decision-making of marketing behaviors often faces choices related to ethics. Therefore, once the moral value of a company through marketing behavior is recognized by consumers, the ethical behavior presented in this article through marketing behavior will make consumers feel more about the brand. How does the brand equity of your customer's products affect you? In this experiment, shopping groups with the same shopping experience were selected. During the survey process, all customers in different periods and the same time were selected as far as possible based on the practicability of the survey. The study survey covered 4 main aspects; customer satisfaction, overall overview of customer satisfaction; the advantages and disadvantages of marketing strategies through quantitative analysis and to put forward reasonable marketing strategy improvement opinions and suggestions to improve customer satisfaction. Using the technique of parameter prediction of the financial industry, the experiment proved that the non-standard promotion behavior, the integrity of the enterprise and the social responsibility are three aspects (P

Machine learning based customer meta-combination brand equity analysis for marketing behavior evaluation

Abstract: At present, the focus of marketing research is mostly on the influencing factors, composition, and measurement of brand equity. The meta-combined brand equity analysis is based on two main research perspectives: financial perspective and customer perspective. While the financial perspective is based on the incremental discounted future cash flows that would result from a branded product's revenue over the revenue of an unbranded product, the brand equity from the customer's perspective is the consumer's reaction to brand marketing behavior, the impact on brand knowledge. The decision-making of marketing behaviors often faces choices related to ethics. Therefore, once the moral value of a company through marketing behavior is recognized by consumers, the ethical behavior presented in this article through marketing behavior will make consumers feel more about the brand. How does the brand equity of your customer's products affect you? In this experiment, shopping groups with the same shopping experience were selected. During the survey process, all customers in different periods and the same time were selected as far as possible based on the practicability of the survey. The study survey covered 4 main aspects; customer satisfaction, overall overview of customer satisfaction; the advantages and disadvantages of marketing strategies through quantitative analysis and to put forward reasonable marketing strategy improvement opinions and suggestions to improve customer satisfaction. Using the technique of parameter prediction of the financial industry, the experiment proved that the non-standard promotion behavior, the integrity of the enterprise and the social responsibility are three aspects (P<0.05) that have an impact on the customer's brand equity among the corporate marketing components. It was a detailed study of the current state of brand marketing strategies and customer satisfaction, found key indicators of brands that could improve customer satisfaction, and presented corresponding suggestions for optimizing marketing strategies. It shows that. It has the importance of good guidance and references to improve customer satisfaction in the industry.

A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling

Abstract: • The paper applies a co-word and bibliographic coupling análisis to research on brand equity. • Provides an exhaustive longitudinal perspective on the BE research (1990–2019). • Provides insight into emerging issues and helps to predict future research. • Provides scholars and practitioners a better understanding of the BE research field. This paper analyzes the scientific research on brand equity published over the last three decades, based on data from the Web of Science (WoS) and Scopus databases. The research objective is to identify both the predominant and the emerging themes related to this topic. This study takes a bibliometric approach, analyzing the co-occurrence of keywords and bibliographic coupling to evaluate the scientific evolution of this scholarly topic, based on a total of 2,730 publications. The results are visually represented in strategic diagrams and longitudinal maps, which indicate that, during the last decade, the motor themes that have emerged around brand equity research include: tourist destinations; satisfaction; products; and brand awareness. This insight provides researchers and professionals with a better understanding of the state of the art that will enable them to gear their research toward emerging issues in this field, such as sports or attitudes.

Signaling green! firm ESG signals in an interconnected environment that promote brand valuation

Abstract: • In today’s interconnected environment, brand value creation has likely evolved. • Automotive brands signal ESG information about products, people, and performance. • Automotive brands signal directly with advertising, R&D, and linguistic styles. • Automotive brands signal interactively with social media and ESG rankings. • There is evidence of brand value co-creation in automotive brand signaling. Today’s interconnected environment is characterized by ESG (environmental, social, and corporate governance), networks of people, organizations, and devices that are continuously interacting, conversing, and exchanging information. These forms of communication indicate that information sharing, signaling, and brand value creation have evolved in the past decade. This study examines brand valuation through two fundamental questions: (1) What ESG achievements do firms share and signal information about? and (2) How do firms share and signal this information in today’s interconnected environment? We find that automotive brands signal their ESG achievements in products, people, and a history of financial performance. These brands signal to consumers by communicating advertising spending, research and development investments, social media participation, ESG reputation, and appropriate linguistic styles. Automotive brands can signal ESG information for brand valuation directly and interactively through social media, the latter of which provides evidence of brand value co-creation.

How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products

Abstract: Research on promotion mix and brand equity remains fragmented and piecemeal. Moreover, a joint study of the two marketing concepts in a low involvement product setting is non-existent. This study addresses this gap by adopting: (1) established theoretical lenses—Kotler’s promotion mix (advertising, sponsorship, sales promotions, and public relations), Aaker’s consumer-based brand equity (brand awareness, brand associations, perceived quality, and brand loyalty), and the theory of purchase involvement; (2) a mixed-methods approach—in-depth and focus group interviews and a survey; and (3) a low involvement product context—soft drinks. This research contributes by: (1) reconciling marketing scales of constructs with measurement items (advertising, sales promotions, brand awareness, brand associations, perceived quality, and brand loyalty); (2) developing new scales for constructs without measurement items (sponsorship and public relations); and (3) analyzing the relationships among them in a low involvement product context. Implications, limitations, and future research directions conclude the research.

Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement

Abstract: While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service-dominant-logic, this study develops and tests a model that explores the effect of customers' brand credibility, -value congruence, and -experience on their brand identification, and its subsequent effect on their brand advocacy, -attachment, and -loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist-based survey data. To analyze the data, we used confirmatory factor analysis, followed by structural equation modeling. The findings reveal that brand value congruence, credibility, and experience exercise significant positive effects on customers' brand identification, which, in turn, impact their brand advocacy, attachment, and loyalty. Further, brand engagement is shown to moderate the association of these factors. We conclude by outlining key theoretical/practical implications that arise from this research.

Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

Abstract: The aim of this study is to investigate the drivers of brand extension attributes and its impact on intention to purchase brand extensions mediated by emotional consumer-brand relationship (ECBR). Data was collected from Chinese university students with the help of questionnaire. Structure equation modeling was applied with the help of AMOS to analyze collected data. Results depict that brand attribute association has significant impact on intention to purchase luxury brands extension. Results further explain that emotional consumer-brand relationship mediates the relationship between brand attribute associations and purchase intention of brand extensions. Furthermore, results indicate that brand commitment moderates the relationship between brand attribute associations, emotional consumer-brand relationship and intention to purchase brand extensions. This study provides an intensive knowledge of the association that exists between the intent to buy luxury brands’ extension and ECBR. This study focuses on the heart versus mind distinction, which is integral to the research on the relationship between consumers and brands. This study provides useful insights to brand managers to use strategies that enhance the bond between emotional and cognitive factors customers associate with a particular brand. Luxury brand managers ought to balance emotionality and rationality to create and capitalize on unique associations with customers.

Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust

Abstract: This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, green trust, and purchase intention. An empirical survey was used to test the hypotheses. Data were collected from a total of 300 respondents from Pakistan, and structural equation modeling (SPSS-AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between practical green marketing approaches (green knowledge, attitude, environmental knowledge, and purchase intention for green products); additionally, green products with high ecological qualities create a positive intention towards consumer choice. Furthermore, green marketing approaches (green knowledge, attitude, and environmental knowledge) directly and significantly influence green image and trust. This study suggests that green approaches can be used as a brand marketing strategy to enhance customer purchase intention. The study also found that green marketing can help brands achieve and maintain brand equity. This research explores the relationship between the multidimensional green marketing approaches (green knowledge, attitude, and environmental knowledge) to enhance the purchase intention of green products; the creation of an overpowering market brand was one of its primary objectives. This study offers managerial implications for the development of green firms.

Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality

Abstract: This paper explores whether consumers’ perceptions of environmental, social and governance initiatives can impact on attitude, and how three brand-related constructs—brand credibility, brand image and perceived quality—mediate this relationship. An online survey was conducted with 458 South Korean consumers, and the data were investigated through a partial least squares structural equation modeling (PLS-SEM) technique. The empirical results indicated direct positive effects of social and governance dimensions of perceived ESG on brand credibility, brand image, and perceived quality. However, no direct impact of the environmental dimension of perceived ESG on brand-related constructs was identified. Further, the results confirmed that brand credibility, brand image and perceived quality partially mediate the relationship between perceived ESG and attitude. Based on the findings, this paper suggests implications and future research directions.

Music logos drive digital brands: an empirical analysis of consumers’ perspective

Abstract: Universally digital music is believed to be the most appealing, and relaxing experience generator for the human mind. Different brands use music as a strategic tool for gaining consumer attention by providing a sense of association, loyalty, and assurance of quality to connect with brands. Fewer studies have focused on music logos, start-up chyme, and sonic logos, with very little information on the practical aspects of adopting digital tunes. The authors employed structural equation modeling to analyze data for the moderation effect of awareness, loyalty, and association on brand equity of prominent brandsin this study. Results of the study reveal that consumers showed high brand recognition awareness and positive associations regarding the brands which employed digital music logos in their promotions. This study suggests a new digital transformation or repositioning of promotional campaigning with music logos that can help in enhancing brand equity with help of these digital tunes.

Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity

Abstract: ABSTRACT People are becoming increasingly aware of the environmental and social implications of their consumption. To make ecologically responsible purchases consumers require environmentally relevant product information. Therefore, marketers and firms are increasingly using green marketing tools to integrate detailed environmental information into their offerings, such as eco-labels and green advertising. This study aims to test the direct impact of eco-labels and green advertising on green purchase intention and examine the mediating role of green brand equity dimensions. Data were gathered from a sample of 870 consumers who purchased milk products in Vietnam. The results reveal that eco-labels and green advertising positively and significantly influence green purchase intention directly and via adaptive green brand equity dimensions as a mediating influence mechanism. The study provides essential insights for firms and marketers investigating issues related to green purchase intention and green brand equity, thereby identifying the role of eco-labels, and green advertising.

Tourism destination brand equity, brand authenticity and revisit intention: the mediating role of tourist satisfaction and the moderating role of destination familiarity

Abstract: Purpose This study aims to explore the relationships among destination brand equity, brand authenticity and revisit intention. The mediating role of tourist satisfaction and the moderating role of destination familiarity in these relationships are also investigated. Design/methodology/approach Based on the stimulus–organism–response theory, a structural equation model was constructed to test the relationships among the study variables. The original data was obtained using a questionnaire survey method from domestic tourists who have traveled to Guilin in China. Findings The findings revealed that brand equity and brand authenticity not only positively and directly affect revisit intention but also have an indirect influence on revisit intention through the mediating role of tourist satisfaction. Destination familiarity positively moderates the direct influence of brand equity on revisit intention. Furthermore, brand authenticity significantly and positively affects brand equity. Practical implications The findings of this study provide a certain enlightenment for brand marketing and tourist destination management. Originality/value This study reveals the impact path of brand equity and brand authenticity on revisit intention, compensating for the lack of attention on impact mechanism among them. This study proves the impact of brand authenticity on destination brand equity. This compensates for the deficiencies that ignore possible antecedents affecting destination brand equity and the impact of brand authenticity on brand equity in the context of tourism destination. This study also confirms the specific dimensions of brand equity and brand authenticity in the context of Chinese tourism destinations in response to the current controversy.

The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

Abstract: This research is a comparative study of the marketing of luxury brands by social media and by traditional media. It examines the influence of status consumption and brand equity and shows how they impact on the purchase intention of luxury brands. The research is based on the Indian luxury brand market, a sector that has yet to be studied in any depth. It uses a questionnaire with a convenience sampling strategy that targeted followers of prominent luxury brands in four of India's largest metropolitan cities; 453 usable responses were obtained. The research provides both a model and identifies a number of managerial and theoretical implications. The results show that status consumption and brand equity positively affect the purchase intention, with this being more significant in social media marketing activity than in traditional marketing activities. The research indicates that it would be wise to use a blend of both social and traditional media for marketing luxury brands. For social media campaigns, luxury brand managers should focus on status consumption and brand equity, which should lead to increased intention to purchase.

Effect of online social media marketing efforts on customer response

Abstract: It has been a challenge to map the efficacy of marketing communications in building stronger brands on social media. Given the paucity of research in this area, the present study offers a holistic model that maps the effect of social media marketing (hereinafter SMMEs) on consumer response via building brand equity and brand trust. This study was conducted on customers of major brands of smartphones in India. The data were collected from 318 consumers who visited fan pages of the selected brands of smartphones. The current study examines how SMMEs influence customer behavior via brand equity and trust. Additionally, the study examines how brand equity and brand trust interact during the process. The current study's findings indicate that brand equity partially mediates the effect of SMMEs on customer response. On the other hand, SMMEs do not succeed in converting brand trust into customer response. Further, brand equity fully mediates SMMEs' effect on brand trust. Finally, the results also show that the effect of brand equity on customer response is partially mediated by brand trust. Toward the end, study dwells on its practical implications and limitations.

1 + 1 > 2? Is co-branding an effective way to improve brand masstige?

Abstract: This study proposes that the interaction effect of brand personality fit and product category fit will influence perceived masstige under a co-branding context. When product category fit is high, low (vs. high) brand personality fit leads to greater perceived masstige. However, when product category fit is low, high (vs. low) brand personality fit leads to greater perceived masstige. Furthermore, the interaction effect of brand personality fit and product category fit on perceived masstige is mediated by processing fluency and perceived novelty. Specifically, when product category fit is low, high (vs. low) brand personality fit can elicit greater processing fluency, leading to higher perceived masstige. In contrast, when product category fit is high, low (vs. high) brand personality fit can stimulate perceived novelty, leading to higher perceived masstige. In addition, we examine how perceived masstige influences brand equity. Focusing on the masstige co-branding strategies between a mass brand and a luxury brand, this study aims to build a bridge between co-branding and masstige.

An examination of customer relationship management dimensions and employee-based brand equity: A study on ride-hailing industry in Saudi Arabia

Abstract: The purpose of this study was to explore the effect of customer relationship management (CRM) dimensions on employee-based brand equity. By looking at the past literature, it can be noticed that the majority of earlier studies on brand equity examined it from customers' perspective, while the employees' perspective received less emphasis. Thus, the required data was obtained using a survey tool from 164 employees in the ride-hailing industry in Saudi Arabia. The obtained data was analyzed by the Covariance-Based Structural Equation Modeling (CB-SEM) method to test the hypothesis and reach at conclusions. The findings showed that CRM in general has a positive effect on employee-based brand equity. Specifically, it was found that CRM organization has a significant positive impact on employee-based brand equity. It was also verified that knowledge management and customer orientation have positive effects on overall employee-based brand equity. Finally, the results confirmed that technology-based CRM has a significant positive impact on employee-based brand equity. These results add to the body of literature on this topic and verify the significance of customer relationship management dimensions in affecting employee-based brand equity.

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach

Abstract: Social media has changed the marketing phenomenon, as firms use social media to inform, impress, and retain the existing consumers. Social media marketing empowers business firms to generate perceived brand equity activities and build the notion among consumers to continue using the firms’ products and services. The current exploratory study aimed to examine the effects of social media marketing activities on brand equity (brand awareness and brand image) and repurchase intention of high-tech products among Chinese consumers. The study used a cross-sectional design, and the final analysis was performed on 477 valid responses that were collected through an online survey. Partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN) analysis were performed. The obtained results revealed positive and significant effects of trendiness, interaction, and word of mouth on brand awareness. Customisation, trendiness, interaction, and word of mouth were found to positively affect brand image. Brand awareness and brand image were found to affect repurchase intention. The results of multilayer ANN analysis suggested trendiness as the most notable factor in developing brand awareness and brand image. Brand awareness was found to be an influential factor that nurtures repurchase intention. The study’s results confirmed the relevance of social media marketing activities in predicting brand equity and brand loyalty by repurchase intention. Marketing professionals need to concentrate on entertainment and customisation aspects of social media marketing that can help to achieve brand awareness and image. The limitations of study and future research opportunities are presented at the end of this article.

The effect of social media marketing on brand trust, brand equity and brand loyalty

Abstract: This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. The study uses the Structural Equation Modeling (SEM) method with SPSS 3.3.3 software with a sample of 450 respondents determined by the simple random sampling method who had experience of using social media for at least six months. Data was obtained by distributing online questionnaires using google form. The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a positive influence on brand loyalty. Brand trust has a positive influence on SMEs Performance, Brand equity has a positive influence on SMEs Performance and finally brand loyalty has a positive influence on SMEs Performance.

Political brand endorsers, political brand preference, and political brand equity: A mediated moderated model

Abstract: Though extant literature has investigated the role of brand endorsers in political marketing and communication research, few studies have investigated the causal relationships between brand endorse...

The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry

Abstract: Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify Instagram marketing activities and analyze the associated effects on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram re-usage intention) formation through Instagram marketing activities. To this end, data were collected from 358 coffee consumers who had visited any of the five coffee brand Instagram accounts used in this study and analyzed using SPSS and AMOS. The results showed that four sub-dimensions (interaction, entertainment, customization, and trendiness) of Instagram marketing activities affect brand equity (brand awareness, brand image, and perceived quality), which in turn led to attitudinal loyalty (brand love) and behavioral loyalty (Instagram re-usage intention) towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer-based brand equity. The findings of this study will enable coffee brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide to managing brand equity as well.

Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach

Abstract: Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-generated and tourist-generated social media communication to determine the brand awareness and brand image of the Gilgit-Baltistan region, which in turn influence customer-based brand equity (CBBE) (i.e. perceived quality), satisfaction, and loyalty. Data come from well-known tourist sites in Gilgit-Baltistan. Using the multi-sequential approach in WarpPLS 7.0, findings shows that the social media communication dimensions show differential impacts on brand awareness as a metric of CBBE. Second, destination awareness demonstrates a differential impact on perceived destination image dimensions. Third, the destination image dimensions exert different effects on the perceived quality of the destination. Fourth, perceived quality positively influences satisfaction, which in turn enhances loyalty. We offer important implications that emerged from the analyzes and also suggest directions for future research.

The impact of green marketing mix elements on green customer based brand equity in an emerging market

Abstract: Purpose“Green” issues have become increasingly important to corporate decision-makers as firms face mounting public sensitivity, stricter regulation and growing stakeholder pressures focused on preserving the natural environment. This study aims to evaluate the impact of green marketing mix elements on green customer-based brand equity in an emerging market like Vietnam and to analyze the causal order among green customer-based brand equity dimensions, which is important for understanding corporate branding efforts.Design/methodology/approachThis study follows a quantitative approach through interviews with 870 consumers who had purchased plant-based milk products at milk stores, supermarkets/hypermarkets and convenience stores in Vietnam. Data were analyzed through structural equation modeling.FindingsThe results suggest that green marketing mix tools positively impact green customer-based brand equity creation. Furthermore, the results determine the causal order among green brand equity dimensions in the Vietnam context.Practical implicationsMarketers invest more in green marketing programs to increase green customer-based brand equity. To benefit from significant competitive and economic benefits, firms should develop a green brand image, satisfaction, trust and green loyalty.Originality/valueThe study's findings elucidate the impacts of green marketing on the various components of customer-based brand equity to establish and manage brand equity. They also explain how best to target various green marketing values toward discrete consumer segments based on the degree to which a given segment's membership is predisposed to be concerned about the environment or evaluate the environmental consequences of their behaviors.

The impact of brand communities on public and private brand loyalty: A field study in professional sports

Abstract: This research examines the role that brand community plays in the relationship between brand identification and brand loyalty. A theoretical framework was developed and tested using an online survey in the brand community of a UK professional basketball team. Study results reveal that consumers’ brand community identification has a significant direct relationship on both public and private brand loyalty. It also shows that brand community identification fully mediates the relationship between brand identification and consumer behavior towards the brand, which is enacted both publicly and privately. The study adds to academic understanding of brand identification, brand community theory, and the importance of the differentiation of public and private brand loyalty, whilst providing guidance for branding practitioners.