Factors Affecting Country Brand Equity: A Business Perspective

2014 ◽  
pp. 234-234
Author(s):  
Ahmed H. Tolba
Keyword(s):  
Brand Equity ◽  
Factors Affecting ◽  
Business Perspective ◽  
Country Brand

scholarly journals The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

2020 ◽  
Vol 12 (7) ◽  
pp. 2956 ◽  
Author(s):  
Sujin Bae ◽  
Timothy Hyungsoo Jung ◽  
Natasha Moorhouse ◽  
Minjeong Suh ◽  
Ohbyung Kwon
Keyword(s):  
Cultural Heritage ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Mixed Reality ◽  
Equation Modeling ◽  
Factors Affecting ◽  
Brand Association ◽  
Experience Survey ◽  
Visitor Attractions

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

scholarly journals Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions

2020 ◽  
Vol 12 (18) ◽  
pp. 7373
Author(s):  
Arup Barua ◽  
Alexandra Ioanid
Keyword(s):  
Brand Equity ◽  
Corporate Reputation ◽  
Management System ◽  
Brand Management ◽  
Corporate Brand ◽  
Brand Architecture ◽  
Cross Border ◽  
Corporate Brand Management ◽  
Country Brand ◽  
High Degree

Cross-border merger and acquisition (CBM&A) is a dominant and sustainable antagonistic strategy, but a relevant concern like a country has inadequately been emphasized over the five decades of acquisition studies. Therefore, this article attempts to examine the impact of country brand equity (CBE) on corporate brand architecture (CBA) in post-CBM&A. It first originates a hypothetical model esteeming Resource-Based View (RBV) and Industrial Organization (IO) theory following the Structure-Conduct-Performance (SCP) paradigm. Then, it tests the model conducting a web survey on 124 acquiring corporates from 29 countries that accomplished CBM&A transactions between 1990 and 2014. The empirical findings clarify that the market aspect, such as the acquirer’s more substantial country brand equity, indirectly leads to the high degree of CBA standardization in the host market through prioritized intangible and strategic resources—corporate reputation and corporate brand management system. Individually, the acquirer’s corporate reputation cumulatively yields a high degree of CBA standardization with corporate brand power, which has only a direct effect. On the other hand, the corporate brand management system leads to a high degree of CBA standardization cumulatively with corporate reputation. It is deemed that the research findings as a whole reveal a framework for the application of country brand equity and corporate brand architecture in post-CBM&A.

scholarly journals An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

2014 ◽  
Vol 4 (1) ◽  
pp. 6-25 ◽  
Author(s):  
Leah Donlan
Keyword(s):  
Brand Equity ◽  
Survey Methodology ◽  
Contextual Factors ◽  
Experimental Studies ◽  
Measurement Tool ◽  
Sporting Events ◽  
Content Type ◽  
Factors Affecting ◽  
Brand Building ◽  
The Impact

Purpose – The purpose of this study is to assess, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach – The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalized in line with Aaker's (1996) brand equity measurement tool. Findings – Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand-building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications – The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximize sponsorship success. Originality/value – This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success.

scholarly journals Factors Affecting Brand Equity in Batu Tourism City

2021 ◽  
Author(s):  
Muhammad Afif Nadhif ◽  
Fitri Novika Widjaja ◽  
Prita Ayu Kusumawardhany
Keyword(s):  
Brand Equity ◽  
Factors Affecting

Factors Affecting Tourist Destination Choice: A Survey of International Travelers to Hanoi, Vietnam

2017 ◽  
pp. 77-92 ◽  
Author(s):  
Dam Dong Xuan
Keyword(s):  
Brand Equity ◽  
Destination Image ◽  
Destination Choice ◽  
Tourism Destination ◽  
Tourist Destination ◽  
Destination Branding ◽  
Destination Loyalty ◽  
Factors Affecting

The study enhances tourism destinations’ competitiveness from the tourist’s perspective. Departing from the concept of customer-based brand equity (Keller, 1993; Aaker, 1991), our purpose is to construct a linkage between customer-based brand equity for a tourism destination (destination image, destination awareness, quality of destination and destination loyalty) and behavioral intentions for selecting a tourist destination (revisit and/or recommendation to other people), in order to better understand the role of tourism destination branding. This paper carried out a survey of international tourists who selected Hanoi - Vietnam as their holiday destination and our findings show that brand image and brand loyalty play an important role on tourist’s decision of returning or recommendation to others while brand awareness and quality have no impact.

scholarly journals Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources

2020 ◽  
Vol 12 (18) ◽  
pp. 7416
Author(s):  
Ching-Cheng Shen ◽  
Yen-Rung Chang ◽  
Der-Jen Liu
Keyword(s):  
Sustainable Development ◽  
Organic Farming ◽  
Brand Equity ◽  
Organic Agriculture ◽  
Environmental Sustainability ◽  
Community Empowerment ◽  
Natural Landscape ◽  
The Sustainable Development ◽  
Factors Affecting ◽  
The Village

Luoshan Organic Agriculture Village was the first organic agriculture village in Taiwan, and it focuses on organic farming and cultivation. The village is developed through community empowerment and the utilization of existing tourism resources. In this study, tourists to the village were selected to participate in a survey. The findings indicated that country landscape resources scored the highest, followed by experience of organic farming and natural landscape resources. The results revealed that this travel destination enjoys high brand equity, with the factor of environmental sustainability scoring the highest, followed by the uniqueness of organic farming and the image of healthy tourism. This study suggested that landscape resources were positively correlated with brand equity; moreover, access to environmental information had a significant effect on the relationship between landscape resources and brand equity. Subsequently, the top three factors affecting landscape resources were identified—natural landscape resources, experience of organic farming, and experience of farm stays. In addition, the two factors influencing brand equity of quality and unique resources were derived. This study’s results can help related organizations effectively establish landscape resources, thereby extending their brand equity and building the sustainable development competitiveness of tourist destinations.

scholarly journals COUNTRY BRAND EQUITY: Avaliação dos componentes do valor do Brasil por estudantes canadenses

2013 ◽  
Vol 15 (1) ◽  
pp. 034
Author(s):  
Gisele Amina Yamanaka ◽  
Janaina De Moura Engracia Giraldi
Keyword(s):  
Brand Equity ◽  
Country Brand
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