An empirical evaluation of a customer-based brand equity model and its managerial implications

A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework elucidating how consumer social media marketing experiences lead to more favorable brand affect, and in turn, enhanced brand equity is proposed. Importantly, perceived social media marketing activities are identified as a key moderator influencing the effects of consumer social media marketing experiences on brand equity. Repeated measures ANOVA and regression analyses were conducted to test the proposed model in a study consisting of three phases. The results provide support for (a) the main effects of consumer social media marketing experiences on brand affect and brand equity, (b) the mediating effect of brand affect, and (c) the moderating effect of perceived social media marketing activities. The chapter concludes with a discussion of the theoretical and managerial implications of the research findings, and recommendations for future studies.

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Driving Brand Equity With Radical Transparency

Building Brand Equity and Consumer Trust Through Radical Transparency Practices - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-2417-5.ch002 ◽

2017 ◽

pp. 18-62 ◽

Cited By ~ 1

Keyword(s):

Business Model ◽

Brand Equity ◽

Positive Feedback ◽

Perceived Quality ◽

Brand Associations ◽

Equity Model ◽

Loyal Customers ◽

Over Time

The main purpose of this chapter is to analyze the categories of brand equity assets through the prism of radical transparency. The results reveal that the brand equity requires investment and disappears over time if not maintained consistently with the selected business model and the company's values. The chapter is dedicated to systemize the theoretical and practical findings over the brand equity elements. Brand loyalty is the first element of the brand equity model. The benefits for the company which uses the radical transparency practices can be simply synthesized into one big advantage - satisfied and loyal customers who generate stable revenues and profits for the company in the long term. Radical transparency has a major impact on stimulating brand awareness as a factor that is particularly important in the sense that the brand must first enter into the considerations set. The company should be ready and open for cooperation with all interested parties and provide positive feedback whenever necessary. This enhances the perceived quality of the brand and the trust. The application of the radical transparency concept in the overall operation of the company enables the creation of a special set of brand associations that create long-lasting relationships with consumers, mixed with positive emotional mix that seals the success in the long term.

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Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity

Journal of Marketing Research ◽

10.1177/0022243719845000 ◽

2019 ◽

Vol 56 (5) ◽

pp. 862-878 ◽

Cited By ~ 3

Author(s):

Jonathan Luffarelli ◽

Mudra Mukesh ◽

Ammara Mahmood

Keyword(s):

Brand Equity ◽

Research Approach ◽

Brand Performance ◽

Design Elements ◽

Multimethod Research ◽

Brand Evaluations ◽

Positive Effects ◽

Product Service ◽

Managerial Implications ◽

Potential Benefits

Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/service linked with negatively (vs. positively) valenced associations in consumers’ minds. Finally, an analysis of 597 brand logos suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.

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Developing an island destination brand equity model: the case of Kish Island in Iran

Journal of Convention & Event Tourism ◽

10.1080/15470148.2018.1496505 ◽

2018 ◽

Vol 19 (4-5) ◽

pp. 420-445

Author(s):

Fatemeh Shahabi ◽

Ali Sanayei ◽

Ali Kazemi ◽

Hadi Teimouri

Keyword(s):

Brand Equity ◽

Equity Model ◽

Destination Brand

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Applicability of Keller’s brand equity model in the B2B chemical market

Economic Research-Ekonomska Istraživanja ◽

10.1080/1331677x.2015.1100841 ◽

2015 ◽

Vol 28 (1) ◽

pp. 1006-1017 ◽

Cited By ~ 3

Author(s):

Dubravka Sinčić Ćorić ◽

Domagoj Jelić

Keyword(s):

Brand Equity ◽

Equity Model

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How sociable is your university brand? An empirical investigation of university social augmenters’ brand equity

International Journal of Educational Management ◽

10.1108/ijem-12-2017-0346 ◽

2018 ◽

Vol 32 (5) ◽

pp. 912-930 ◽

Cited By ~ 4

Author(s):

Ahmed Eldegwy ◽

Tamer H. Elsharnouby ◽

Wael Kortam

Keyword(s):

Undergraduate Students ◽

Brand Equity ◽

Structural Equation ◽

Equation Modeling ◽

University Administrators ◽

Student Interactions ◽

Content Type ◽

Empirical Survey ◽

University Branding ◽

Managerial Implications

PurposeThe purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters’ brand equity.Design/methodology/approachDrawing on an empirical survey of 401 undergraduate students enrolled in private universities in Egypt, this study model was tested using structural equation modeling.FindingsThe findings reveal that university social augmenters’ reputation, coach-to-student interactions, and student-to-student interactions influence students’ satisfaction with social augmenters. The results also suggest that students satisfied with university social augmenters are more likely to exhibit outcomes of brand equity – namely, brand identification, willingness to recommend, and willingness to incur an additional premium cost.Practical implicationsThe results offer managerial implications for university administrators in their quest to enrich students’ university experiences and build strong sub-brands within the university setting. University social augmenters are found to have strong brand equity manifestations and may hold the potential to differentiate university brands in an industry dominated by experience and credence.Originality/valueThis research contributes to the extant literature by filling two gaps in university branding literature. First, previous research has never unified separate streams of literature related to augmented services and brand equity. Second, limited conceptual and empirical research on university branding in general and university social augmentation in particular has been conducted in emerging markets, which has resulted in conceptual ambiguity for the key factors constructing students’ university social experiences.

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How CSR Affects Brand Equity of Indian Firms?

Global Business Review ◽

10.1177/0972150917693149 ◽

2017 ◽

Vol 18 (3_suppl) ◽

pp. S52-S69 ◽

Cited By ~ 3

Author(s):

Anupam Singh ◽

Priyanka Verma

Keyword(s):

Brand Equity ◽

Purchase Intention ◽

Structural Equation ◽

Business Performance ◽

Online Survey ◽

Structural Model ◽

Developing Economies ◽

Management Strategies ◽

Sustainable Business ◽

Managerial Implications

Studies in the developed economies report that corporate social responsibility (CSR) has effect on brand’s performance. However, there is a dearth of such studies in developing economies like India. Therefore, this study attempts to examine the nexus of CSR and brand equity (BE) in Indian business perspective. For the purpose of this study, questionnaire-based online survey was conducted to collect the empirical data. Structural equation modelling (SEM) technique using AMOS 22.0 was utilized to test structural model. Results indicate that firm’s CSR activities have positive effect on its BE. However, brand awareness, brand image, brand loyalty and purchase intention mediate the CSR and BE relationship. This study adds to the existing CSR literature theoretically and also offers the managerial implications. The findings of this study would help the companies to renovate their management strategies from traditional profit oriented to socially responsible business approach for sustainable business performance.

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Send-for-review decisions, brand equity, and pricing

European Journal of Marketing ◽

10.1108/ejm-11-2014-0708 ◽

2016 ◽

Vol 50 (1/2) ◽

pp. 145-165 ◽

Cited By ~ 2

Author(s):

Chun Qiu ◽

Peter Popkowski Leszczyc

Keyword(s):

Brand Equity ◽

Voluntary Disclosure ◽

Brand Names ◽

Third Party ◽

Digital Cameras ◽

Content Type ◽

Brand Quality ◽

Managerial Implications ◽

Using Data ◽

The Impact

Purpose – The purpose of this paper is to study firms’ decisions of voluntary disclosure of high product quality by sending their products to intermediaries for review, and how the nature of the reviews subsequently substitutes the brand names in terms of affecting the price of the product. Design/methodology/approach – Using data on camcorders and point & shoot digital cameras collected from multiple intermediary sources, this paper empirically tests the relationships among brand equity, send for review decisions, the nature of reviews and pricing, controlling for endogeneity. Findings – This paper finds that firms are likely to send their high-quality products to the intermediaries for review, but such likelihood varies across different brands. Relatively weak brands are more likely to send their products for review than relatively strong brands. By doing so, weak brands receive two benefits: first, intermediary reviews help eliminate price differentials between weak brands and strong brands. The more positive is the review, the higher is the price. When intermediary reviews are not obtained, some strong brands effectively charge a price premium over weak brands. Second, intermediary reviews subsequently attract more consumer word of mouth (WOM). The more positive is the review, the more consumer WOM is attracted. Researchlimitations/implications – One limitation is that this paper does not account for the influence of intra-brand competition. The second limitation is related to the assumption that intermediary reviews are accurate. Practicalimplications – This paper offers managerial implications to brand managers concerning send-for-review and pricing decisions. It proposes how managers leverage third-party endorsement in launching a new product. Originality/value – This paper is one of the few papers empirically studying the interaction of two communication approaches: disclosure and brand signaling. It modifies the commonly assumed relationships among brand, quality and price by demonstrating the substitute effect of intermediary reviews and brand names on price. This paper is also the first research that empirically examines the impact of firms’ “send-for-review” decisions on generating consumer WOM. Managerially, this paper substantiates Godes et al.’s (2005) framework on how firms should manage social interactions upon the release of new products.

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