An Abstract: Brand Orientation as Antecedent to Brand Value: Construct Redefinition and Conceptual Model

The article presents an empirical study to discover consumers’ perception on foreign banks’ brand value which is said as one of key drivers for business success. The study is aimed at assisting brand managers to track their brand value and hence to improve their product and service quality. The conceptual model is founded on a consumer-based approach to brand value. To validate the model, a survey of 183 interviewees was carried out in four popular foreign banks in Ho Chi Minh City: Citibank, HSBC, ANZ and Standard Chartered (SCB). The collected data was tested and analyzed by Exploratory Factor Analysis. The study reveals that Brand Knowledge, Brand Differentiation, Brand Relevance and Brand Esteem correlate closely to each other and have a strong affect to Consumer-based Brand Value. The findings are discussed and the implications for banks’ management are presented.

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Virtual World Affordances: Enhancing Brand Value

Journal of Virtual Worlds Research ◽

10.4101/jvwr.v1i2.350 ◽

1970 ◽

Vol 1 (2) ◽

Cited By ~ 21

Author(s):

So Ra Park ◽

Fiona Fui-Hoon Nah ◽

David DeWester ◽

Brenda Eschenbrenner ◽

Sunran Jeon

Keyword(s):

Conceptual Model ◽

Brand Equity ◽

Virtual Worlds ◽

Virtual World ◽

Natural Extension ◽

Three Dimensional ◽

Added Value ◽

Brand Value ◽

Future Research ◽

Industry Practice

Virtual worlds are three-dimensional, computer-generated worlds that are a natural extension of the existing Internet. Although many businesses are jumping on the bandwagon to maintain a presence in virtual worlds, there is no well-established knowledge or theory to guide businesses in their involvement in these environments. In this paper, we identify affordances in the virtual worlds that can be used to increase the state of flow experienced in a business virtual site, which in turn may enhance brand equity, or the perceived added value of a brand to customers. We present a conceptual model that can be used to guide future research and industry practice on business implications of the virtual worlds.

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Green internal branding and green inter-functional coordination roles in the relationship between green brand orientation and brand performance

Social Business ◽

10.1362/204440821x16206324311105 ◽

2021 ◽

Author(s):

Ahmed Rageh Ismail

Keyword(s):

Conceptual Model ◽

Brand Performance ◽

Brand Orientation ◽

Internal Branding ◽

Research Gap ◽

The Relationship

Purpose: This study aims to examine the roles of green internal branding and green inter-functional coordination in the relationship between green brand orientation and brand performance in selected Egyptian firms.Design/methodology/approach: A conceptual model linking the study variables is developed. To test the model, a questionnaire-based survey was conducted to collect data from a sample of 131 firms. Then, PLS-SEM was used to test proposed hypotheses of the study.Originality/value: This study addresses the research gap in green branding literature regarding the roles of green internal branding and green inter-functional coordination in enhancing financial and brand performance. The results suggest that green brand-orientation can contribute to financial and brand performance through green internal branding.Research limitations/implications: The limitation of this study is the fact that the sample consisted of only Egyptian firms. Hence, it is difficult to generalise the results to other countries. The implication for firms is recognising the importance of using green internal branding as a mean of achieving green brand objectives. Thus, the study may assist firms to make progress towards becoming green brand-oriented.

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