scholarly journals The Effect of Hedonistic and Utilitarian Consumer Behavior on Brand Equity: Turkey – UK Comparison on Coca Cola

2014 ◽  
Vol 150 ◽  
pp. 475-484 ◽  
Author(s):  
Betül Çal ◽  
Richard Adams
Keyword(s):  
Consumer Behavior ◽  
Brand Equity

scholarly journals Posicionamento de Marcas Globais: Um Estudo Bibliométrico da Produção Científica na Área

2012 ◽  
Vol 11 (2) ◽  
pp. 69-95
Author(s):  
Victor Sciasci ◽  
Sheila Farias Alves Garcia ◽  
Lesley Carina do Lago Attadiai Galli
Keyword(s):  
Consumer Behavior ◽  
Brand Equity ◽  
Brand Management ◽  
International Marketing ◽  
Country Of Origin ◽  
Marketing Research ◽  
Consumer Marketing ◽  
Origin Effect

Este estudo teve como objetivo produzir indicadores bibliomtricos que representassem a produo cientfica sobre posicionamento de marcas globais, publicada nos ltimos cinco anos (2007-2011), tomando como base os seguintes peridicos: Journal of International Marketing, The Journal of Consumer Marketing, Journal of Marketing Research e Journal of Product Brand Management. Para tanto, foi realizada uma pesquisa descritiva, de abordagem quantitativa, utilizando o mtodo bibliomtrico. Como resultado, observa-se que a frequncia do tema nos peridicos selecionados no perodo de cinco anos (2007 a 2011) correspondeu a 6% do total das publicaes. Nota-se uma tendncia colaborativa na elaborao dos artigos, com a participao de 3 ou mais autores. Verifica-se que as teorias com maior destaque entre os artigos so Country of Origin Effect (COE), Standardization vs Globalization, Consumer Behavior e Brand Equity. DOI: 10.5585/remark.v11i2.2332

scholarly journals Studying the relationship between brand equity and consumer behavior

2016 ◽  
pp. 153-163 ◽  
Author(s):  
Razavi Satvati ◽  
Mahnaz Rabie ◽  
Karim Rasoli
Keyword(s):  
Consumer Behavior ◽  
Brand Equity ◽  
The Relationship

scholarly journals PENGARUH EKUITAS MEREK DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK MINYAK GORENG PADA MASA PANDEMI COVID-19

2021 ◽  
Vol 16 (2) ◽  
pp. 96-104
Author(s):  
Khotim Fadhli ◽  
Elsa Dwi Aprilia ◽  
Ino Angga Putra
Keyword(s):  
Regression Analysis ◽  
Consumer Behavior ◽  
Linear Regression ◽  
Computer Program ◽  
Multiple Linear Regression ◽  
Brand Equity ◽  
Quantitative Research ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Written Questions

This study aims to determine the effect of brand equity and consumer behavior on repeat purchases. This type of research uses quantitative research. The data collected in this study used questionnaires or submitted written questions to collect data from respondents with a total of 79 respondents. Respondents were taken from the customers of the Mitra Swalayan Jombang store. The data were processed using multiple linear regression analysis using the SPSS version 26 computer program. This study showed positive and significant results from the influence of brand equity variables (X1) and consumer behavior (X2) on the repurchase variable (Y). Brand equity against repurchase is a component that must exist. Because brand equity will make the product attractive to consumers and people are looking for to consume again. Consumer behavior towards repurchase is something that must be known by a marketer in order to understand how consumers make decisions or choose the goods to be purchased. Based on the results of this study, several conclusions can be drawn, that brand equity and consumer behavior variables affect repeat purchases at Mitra Swalayan Jombang.

scholarly journals Introduction to Special Issue: Brand Equity, Satisfaction, and Word of Mouth

2021 ◽  
Vol 13 (22) ◽  
pp. 12738
Author(s):  
María Eugenia Ruiz-Molina ◽  
Irene Gil-Saura ◽  
Gloria Berenguer-Contrí
Keyword(s):  
Consumer Behavior ◽  
Brand Equity ◽  
Global Economy ◽  
Business Models ◽  
Word Of Mouth ◽  
Public Policies ◽  
Market Regulation ◽  
Special Issue ◽  
Long Term Consequences

The COVID-19 pandemic has generated an incredible change in the global economy that will likely have long-term consequences on consumer behavior, markets, business models, market regulation, and public policies, among others [...]

Cultural equity: knowledge and outcomes aspects

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carlos J. Torelli ◽  
Hyewon Oh ◽  
Jennifer L. Stoner
Keyword(s):  
Consumer Behavior ◽  
Brand Equity ◽  
Cultural Knowledge ◽  
Nation Branding ◽  
Knowledge Network ◽  
Cultural Symbols ◽  
Content Type ◽  
Cross Cultural Differences ◽  
Cultural Symbolism ◽  
Cultural Positioning

PurposeThe purpose of this paper is to propose cultural equity as a construct to better understand the characteristics that define a culturally symbolic brand and the downstream consequences for consumer behavior and nation branding in the era of globalization.Design/methodology/approachThis paper is an empirical investigation of the knowledge and outcome aspects of cultural equity with a total of 1,771 consumers located in three different countries/continents, 77 different brands as stimuli, and using a variety of measures, surveys, lab experiments, procedures and consumer contexts.FindingsCultural equity is the facet of brand equity attributed to the brand's cultural symbolism or the favorable responses by consumers to the cultural symbolism of a brand. A brand has cultural equity if it has a distinctive cultural symbolism in consumers' minds (brand knowledge aspect of cultural equity: association with the central concept that defines the culture, embodiment of culturally relevant values and embeddedness in a cultural knowledge network), and such symbolism elicits a favorable consumer response to the marketing of the brand (outcome aspect of cultural equity: favorable evaluations and strong self-brand connections).Practical implicationsThis paper offers a framework that allows marketers to develop cultural positioning strategies in hyper-competitive and globalized markets and identify ways for building and protecting their brands' cultural equity.Originality/valueThis paper advances our understanding of brands as cultural symbols by introducing cultural equity and integrates prior research on brand equity, cross-cultural differences in consumer behavior, country-of-origin effects and nation branding.

scholarly journals An Analysis of Earning the Market Share Vs Buying the Market Share

2021 ◽  
Vol 12 (2) ◽  
pp. 185-190
Author(s):  
Sonika Kanojia
Keyword(s):  
Consumer Behavior ◽  
Literature Review ◽  
Market Share ◽  
Brand Equity ◽  
Research Methodology ◽  
Marketing Strategies ◽  
Short Term ◽  
Structured Questionnaire

The current market is going through lot of changes. The companies in all the industries are making lot of exciting strategies to compete with each other and secure a big portion in the overall market share. The two primary strategies used by the companies to acquire the market share are buying the market share and earning the market share. To observe the consumer behavior that which one of the aforementioned strategies affect the customers the most, we conducted an analysis by way of this research paper. An intensive literature review was done apart from going through the audited records of many companies to know about their marketing strategies. Best possible research methodology was used to accomplish the desired objectives. The study was conducted in Chandigarh University, Mohali (Punjab), which happens to be more like a Cosmopolitan. The required data was collected using a structured questionnaire; presented to the respondents post pretesting. The results showed that customer finds the steps used in the buying of market share to be very fascinating and attractive. Though, these strategies works well in short term but in the long term, it’s the Earning the market share strategy (that includes quality of the product and creation of Brand equity) which decides the customer’s tastes.

scholarly journals The Influence of Value-Co-Creation on Brand Equity: An Empirical Study in Saudi Arabia

2020 ◽  
Vol 15 ◽  
pp. 43-53
Author(s):  
Salwa Taher ◽  
Soad Abdullah Almeshal
Keyword(s):  
Saudi Arabia ◽  
Consumer Behavior ◽  
Empirical Study ◽  
Brand Equity ◽  
Mediation Effect ◽  
Digital Marketing ◽  
Factors Influencing

The current study aims to explore the influence of value co-creation on brand equity in a Saudi Arabia context. An attempt to illustrate the factors influencing brand equity from a consumer's perspectives as a result of changing customer's interests and lifestyle. Consumer's co-creation of value is powerful in understanding consumer behavior at its impact on brand equity. This paper has made an applied attempt in Saudi Arabia to study the mediation effect of positive e-WOM on value co-creation and brand equity, which adds to the knowledge line in the digital marketing discipline.   

Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior

2016 ◽  
Vol 69 (12) ◽  
pp. 5833-5841 ◽  
Author(s):  
Bruno Godey ◽  
Aikaterini Manthiou ◽  
Daniele Pederzoli ◽  
Joonas Rokka ◽  
Gaetano Aiello ◽  
...  
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Luxury Brands

Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions

2019 ◽  
Vol 16 (1) ◽  
pp. 1-24
Author(s):  
Washington Macías ◽  
Julio Cerviño
Keyword(s):  
Consumer Behavior ◽  
Experimental Design ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Firm Value ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Perceived Quality ◽  
Brand Names ◽  
Moderation Effect

Abstract The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brand equity dimensions. In addition, we explored the moderation effect of similarity between the unauthorized brand (junior brand) and the famous brand. An experimental design with four real famous brands and sixteen fictitious junior brands was applied to 617 undergraduate students from a large university in Ecuador. Hypotheses about the effect on brand equity dimensions and overall brand equity construct were tested using structural equation models. Results showed that awareness of a famous brand was not diluted by consumers’ exposure to junior brands. However, associations, perceived quality, loyalty and an overall construct of brand equity were diluted. There was evidence that similarity between famous and junior brands attenuated dilution. Therefore, considering that brand equity dimensions have desirable consequences on consumer behavior and firm value, this paper’s results highlight the importance of protecting brands against unauthorized use.

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