The Effect of Perceived Corporate Competencies on Onsumer Based Brand Equity: A Comparison between Domestic and Foreign Markets

2017 ◽

Vol 53 (4) ◽

pp. 77-92

Author(s):

Kun Yang ◽

John D. Buschman

Keyword(s):

Brand Equity ◽

Market Segmentation ◽

Hospitality Industry ◽

Foreign Market ◽

Resource Dependency ◽

Foreign Markets ◽

Specific Knowledge ◽

Firm Level ◽

New Form ◽

Management Contract

AbstractThis paper discusses the firm-level determinants of international hotels’ foreign markets entry choices, contrasting acquisition with management and franchise contracts, based on a resource-dependency perspective and appropriability theory. It points out that brand equity, relatedness of products and market segmentation, partner-specific knowledge of hotels, international experience, and the duration of proprietary knowledge impact hotels’ decisions on how to enter a foreign market. In addition, the paper suggests the existence of entry choices sequence favorable to acquisition probability after the end of management contract when the franchisors’ or management companies’ proprietary knowledge attenuates. Contract activity is likely to be renewed after the acquisition, once the management company has established a new form or a higher level of proprietary knowledge.

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Internationalisation and branding strategy

Qualitative Market Research An International Journal ◽

10.1108/qmr-12-2017-0188 ◽

2020 ◽

Vol 23 (4) ◽

pp. 747-766 ◽

Cited By ~ 1

Author(s):

Robert E. Hinson ◽

Ellis Osabutey ◽

John Paul Kosiba ◽

Frederick O. Asiedu

Keyword(s):

Brand Equity ◽

Developing Economies ◽

International Markets ◽

Professional Football ◽

Structured Interviews ◽

Foreign Markets ◽

Content Type ◽

Market Expansion ◽

Football Clubs ◽

English Premier League

Purpose The purpose of this study is to analyse how professional football clubs have attained success with internationalisation and branding strategies in foreign markets. Design/methodology/approach Based on an inductive approach, 27 semi-structured interviews were conducted to analyse the perceptions of Ghanaian fans of four English Premier League teams. Findings The findings of this study highlight that the strength of professional football brand equity is jointly determined by the level of brand awareness, brand loyalty and perceived quality. However, increasing competition in international markets require professional football clubs to clearly define their marketing strategies to improve how fans perceive them. Originality/value This paper is one of the few studies to use country-of-origin paradigm and signalling theory to explain football brand equity building, thereby extending the earlier work of Chanavat and Bodet (2009). Its empirical focus on Africa is also unique and provides evidence to suggest that global marketers have the opportunity to capitalise on market expansion opportunities in developing economies.

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Review of Brand Equity and Advertising: Advertising's Role in Building Strong Brands.

Contemporary Psychology ◽

10.1037/033862 ◽

1994 ◽

Vol 39 (1) ◽

pp. 99-99

Author(s):

Terri Gullickson ◽

Pamela Ramser

Keyword(s):

Brand Equity

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A literature review on firms' internationalisation through e-commerce

MERCATI & COMPETITIVITÀ ◽

10.3280/mc1-2019oa7636 ◽

2019 ◽

pp. 121-143

Author(s):

Riccardo Resciniti ◽

Federica De Vanna

Keyword(s):

Systematic Review ◽

Literature Review ◽

International Business ◽

Decision Process ◽

Foreign Markets ◽

New Markets ◽

Integrative Framework ◽

The Past ◽

The Relationship

The rise of e-commerce has brought considerable changes to the relationship between firms and consumers, especially within international business. Hence, understanding the use of such means for entering foreign markets has become critical for companies. However, the research on this issue is new and so it is important to evaluate what has been studied in the past. In this study, we conduct a systematic review of e-commerce and internationalisation studies to explicate how firms use e-commerce to enter new markets and to export. The studies are classified by theories and methods used in the literature. Moreover, we draw upon the internationalisation decision process (antecedents-modalities-consequences) to propose an integrative framework for understanding the role of e-commerce in internationalisation

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Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

Journal of Economics and Development ◽

10.33301/2011.13.02.05 ◽

2011 ◽

pp. 61-88

Author(s):

Huong Hoang Thi Thu ◽

Lin Yu-Li

Keyword(s):

Brand Equity ◽

Sales Promotion ◽

Three Dimensions ◽

Brand Trust ◽

Brand Performance ◽

Business Context ◽

Brand Association ◽

Customer Perceived Value ◽

Trade Promotions ◽

Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

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