Evaluating Aaker's sources of brand equity and the mediating role of brand image

Purpose All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity. Design/methodology/approach In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India. Findings Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment. Research limitations/implications This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers. Originality/value This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.

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Product attributes and brand equity in the mobile domain: The mediating role of customer experience

International Journal of Information Management ◽

10.1016/j.ijinfomgt.2011.11.017 ◽

2012 ◽

Vol 32 (2) ◽

pp. 139-146 ◽

Cited By ~ 69

Author(s):

Margaret L. Sheng ◽

Thompson S.H. Teo

Keyword(s):

Brand Equity ◽

Customer Experience ◽

Product Attributes ◽

Mediating Role

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

Banks and Bank Systems ◽

10.21511/bbs.12(3).2017.05 ◽

2017 ◽

Vol 12 (3) ◽

pp. 61-73 ◽

Cited By ~ 3

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.

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Brand Embarrassment: Antecedents and Outcomes Variables

Proceeding of Japan International Business and Management Research Conference ◽

10.31098/jibm.v1i1.228 ◽

2020 ◽

Author(s):

Paterne Micha MBELANGANI MBAN ◽

Sevtap ÜNAL

Keyword(s):

Brand Image ◽

The Other ◽

Interpersonal Influence ◽

Social Approval ◽

Mediating Role ◽

Negative Feelings ◽

The Relationship ◽

Brand Hate

The present study aimed to investigate the role of negative feelings on the consumer buying decision. The influence of a brand image, the need for social approval, and negative brand self- expressiveness on brand embarrassment, as well as the influence of embarrassment on brand hate and brand detachment, mediated by interpersonal influence, were investigated. Findings revealed that brand image and the need for social approval do not have any influence on brand embarrassment, while the negative brand self-expressiveness does predict brand embarrassment. On the other side, the findings revealed that brand embarrassment creates brand hate and brand detachment. And, interpersonal influence has a mediating role in the relationship between brand image-brand detachment, negative brand self-expressiveness-brand hate, and negative brand self- expressiveness-brand detachment.

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Antecedents and Mediating Role of Green Buying Behavior

Market Forces ◽

10.51153/mf.v15i2.459 ◽

2020 ◽

Vol 15 (2) ◽

pp. 22

Author(s):

Muhammad Khalique ◽

Samra Iftikhar ◽

Mohd Rafi bin Yaacob ◽

Ahsan Tahir

Keyword(s):

Social Influence ◽

Brand Image ◽

Structural Models ◽

Sampling Technique ◽

Favorable Attitude ◽

Snowball Sampling ◽

Buying Behavior ◽

Mediating Role ◽

Snowball Sampling Technique

Sustainability of the environment is one of the major issues both in developed and developing countries. There is an abundance of studies on green buying behavior. However, a few have studied the mediating role of green buying behavior. Thus, we have developed a new model that has five direct and three mediating relationships. This empirical research has used a snowball sampling technique for collecting the data. We distributed 400 questionnaires and received 377 valid responses. The study has used Smart PLS software for data analysis, including reliability, validity, and generating measurement and structural models. We found that green brands, green identification, and social influence are significant predictors of green buying behavior. Further, we find that the green brand image and green buying behavior promote green satisfaction. The results also suggest that green buying behavior mediates (1) green image and green satisfaction, (2) social influence and green buying behavior, (3) self-identification, and green satisfaction. We also found that consumers have a favorable attitude towards green buying behavior. However, there is a huge gap in consumers’ attitudes and actual buying behavior. Thus, marketers and practitioners need to develop strategies that would translate a favorable attitude toward actual buying behavior.

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Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

Journal of Business and Social Review in Emerging Economies ◽

10.26710/jbsee.v6i1.1023 ◽

2020 ◽

Vol 6 (1) ◽

pp. 23-42

Author(s):

Hayat M. Awan ◽

Zara Hayat ◽

Sahar Hayat ◽

Rafia Faiz

Keyword(s):

Brand Equity ◽

Purchase Intention ◽

Marketing Strategies ◽

Brand Associations ◽

Mediating Role ◽

The Status ◽

Consumer Purchase Intention ◽

The Impact ◽

Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

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