scholarly journals The use of gamification in environmental interpretation and its effect on customer-based destination brand equity: The moderating role of psychological distance

2022 ◽  
Vol 23 ◽  
pp. 100677
Author(s):  
M. Lina Fernández-Ruano ◽  
Dolores M. Frías-Jamilena ◽  
Ana I. Polo-Peña ◽  
Francisco Peco-Torres
Keyword(s):  
Brand Equity ◽  
Psychological Distance ◽  
Environmental Interpretation ◽  
Destination Brand ◽  
Moderating Role

scholarly journals Employee critical psychological states as determinants of employee brand equity in banking: a multi-group analysis

2017 ◽  
Vol 12 (3) ◽  
pp. 61-73 ◽  
Author(s):  
Mohsin Altaf ◽  
Sany Sanuri Mohd Mokhtar ◽  
Noor Hasmini Abd Ghani
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Group Analysis ◽  
Psychological Ownership ◽  
Brand Knowledge ◽  
The Relationship ◽  
Moderating Role ◽  
Brand Understanding ◽  
Conventional And Islamic Banks

The objective of the study is to investigate the moderating role of affective sentiments of brand psychological ownership of an employee in the relationship among the cognitive sentiments of employee brand understanding and employee brand equity of conventional and Islamic banks. Survey method was adopted to collect data from respondents from conventional and Islamic banks. Data were collected from 279 employees from the banking sector using two-stage probability sampling. Disproportionate stratified random sampling and simple random sampling were employed to collect responses. To analyze the data, multi-group analysis was applied using PLS-SEM technique through SmartPLS 3.0. Results demonstrated that congruence between brand image and individuals has a moderating effect on the relationship between brand confidence and employee brand equity in conventional banking. Responsibility to maintain brand image has a moderating effect on the relationship between brand knowledge and employee brand equity in conventional banking. In case of Islamic banking, only congruence between brand image and individuals exhibited a moderating role on the relationship between brand knowledge and employee brand equity. The importance of brand understanding of employees and psychological ownership of a brand has been widely discussed in branding literature. However, only a few studies investigated the relationship between dimensions of employee brand understanding and the employee brand psychological ownership with employee brand equity. The cognitive and affective sentiments of both exogenous latent constructs, their relationships, and the interaction effect of cognitive and affective sentiments were seldom discussed in branding literature. This study covers the in-depth view and investigation of brand understanding of employ¬ees and the affective and cognitive sentiments of brand psychological ownership with em¬ployee behavior toward a brand. This study also uncovers the moderating role of affective sentiments of brand psychological ownership on the relationship between cognitive senti¬ments of employee brand understanding and employee brand equity. This study will help researchers analyze the in-depth role of affective and cognitive sentiments on brand sup¬portive related behavior of employees.

Empirical Investigation of Relationship Among Destination Brand Equity Dimensions

2019 ◽  
Vol 10 (3) ◽  
pp. 74-90
Author(s):  
Vikrant Kaushal ◽  
Suman Sharma ◽  
Nurmahmud Ali
Keyword(s):  
Brand Equity ◽  
Empirical Investigation ◽  
Structural Model ◽  
Perceived Value ◽  
Perceived Quality ◽  
Destination Image ◽  
Mediating Role ◽  
Equation Modelling ◽  
Destination Brand

The concept of destination brand equity remains an intriguing area for scholars and practitioners, yet an empirical investigation of its structural composition and interrelationship among its constituent dimensions remains inadequate. This study proposes a theoretical model where in addition to assessing a model adequacy, mediation analysis has been carried out with the help of structure equation modelling. Specifically, it investigates the interplay among five crucial dimensions of destination brand equity: destination brand awareness, destination image, perceived quality, perceived value, and tourist loyalty. A structural model with mediating role of perceived value dimension has been empirically verified for an Indian tourism destination. The results indicate that perceived value is central to the realisation of impacts of destination image and perceived quality on loyalty shown by the tourists toward the destination. Drawing on the results of the analyses several implications have been put forward.

Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality

2011 ◽  
Vol 64 (9) ◽  
pp. 973-978 ◽  
Author(s):  
Leila Hamzaoui-Essoussi ◽  
Dwight Merunka ◽  
Boris Bartikowski
Keyword(s):  
Brand Equity ◽  
Moderating Role

scholarly journals IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY

2014 ◽  
Vol 10 (3) ◽  
pp. 1953-1960
Author(s):  
Seyed Ibne-Ali Jaffari ◽  
Farooq Ahmad ◽  
Muhammad Mehtab ◽  
Asif Iqbal
Keyword(s):  
Brand Equity ◽  
Durable Goods ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Mediating Role ◽  
Brand Credibility ◽  
Celebrity Endorser ◽  
The Relationship ◽  
Moderating Role

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was also examined. This paper uses two theories to explain the relationship; associative learning was used to explain the relationship between endorser and brand equity, and brand signaling to explain the relationship about the mediating role of brand credibility. The data was collected from Islamabad, the Federal capital of Pakistan and analyzed using SPSS. Results suggest that endorsers credibility has positive impact on brand equity and brand credibility mediates this relationship. The moderating role of type of celebrity was also discussed in this paper. The past literature suggests that celebrity endorser is one who is perceived as attractive, expert and trustworthiness. This research study examined the relationship of construct in the context of non-durable goods and measured the effectiveness of celebrity i.e. National or International proved to build brand equity. 

scholarly journals The Impact of Brand Equity of Global Pharmaceutical Companies on Prescriptions Decisions of Physicians in Jordan: The Moderating Role the Performance of Medical Representatives

2021 ◽  
Vol 12 (2) ◽  
pp. 302
Author(s):  
Eyad Mustafa AL-Ghanem
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Pharmaceutical Companies ◽  
Brand Association ◽  
Study Population ◽  
The Impact ◽  
Moderating Role

This study aimed to identify the impact of the brand equity and its dimensions (brand awareness, brand association, perceived quality, and brand loyalty) of Global Pharmaceutical Companies on Prescriptions decisions of physicians in Jordan.The population of sample were the Jordanian physicians, the study tool was questionnaire, which was distributed to connivance sample (Physicians), the data was collected from (240) participants of study population, the data collected were analysed by using the Smart-PLS software.The study result is finding that statistically significant effect of the brand equity of global pharmaceutical companies on Prescriptions decisions of physicians in Jordan, and this effect was positiveGlobal pharmaceutical companies need to focus more on all study variables (dimensions of brand equity) because they have a role of enhancing the prescription decisions of physicians.

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