The concept of participatory market orientation: An organisation-wide approach to enhancing brand equity

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

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THE EFFECT OF THE MARKETING COMMUNICATION AND PRICE PROMOTION TOWARD BRAND EQUITY

Business and Entrepreneurial Review ◽

10.25105/ber.v9i1.27 ◽

2016 ◽

Vol 9 (1) ◽

pp. 41 ◽

Cited By ~ 1

Author(s):

Angga Rie Marcel

Keyword(s):

Market Orientation ◽

Brand Equity ◽

Personal Selling ◽

Marketing Communications ◽

Marketing Communication ◽

Price Promotion ◽

Managerial Implications ◽

Orientation Scale ◽

Coffee Shops ◽

Problem Data

The background of this research: “Marketing Communication is a subject that students often equate with advertising. Hence, the challenge for authors is to write a text that addresses advertising, without demoting other aspects of marketing communications to significance. Researches present advertising and promotions as two major, distinct elements of Marketing Communications, with personal selling as related areas that are managed in a separate but consistent fashion.” The objective of this research: “Is there an impact of Marketing Communication and Price Promotion on Brand Equity of Cigarettes Product?” The design of this research applies hypothesis testing to examine all hypotheses in this study. The methods used in this study were correlation research; it’s trying to exploration the important variables associated with the problem. Data analysis used in this research was collected by distributing questionnaires which are distributed on 200 respondents in campus, coffee shops, lounges, and offices in Jakarta. There were 180 respondents of which 158 completed and useable for analyzed by multiple regressions. The result of this research conclude that Kohli, Jaworski and Kumar’s market orientation scale provided a good measure of market orientation in this setting. Also the result of analysis indicated a significant link between marketing communication, price promotion and brand equity in cigarettes product. The managerial implications are discussed

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Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms

Marketing and Consumer Behavior ◽

10.4018/978-1-4666-7357-1.ch085 ◽

2015 ◽

pp. 1729-1746

Author(s):

Prashant Mishra ◽

Soumya Sarkar

Keyword(s):

Emerging Markets ◽

Market Orientation ◽

Brand Equity ◽

Strategic Marketing ◽

Dyadic Analysis ◽

Brand Performance ◽

Corporate Brand ◽

Corporate Brands ◽

The Relationship ◽

Business To Business

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

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Market orientation and customer-based corporate brand equity (CBCBE): a dyadic study of Indian B2B firms

Journal of Strategic Marketing ◽

10.1080/0965254x.2016.1148768 ◽

2016 ◽

Vol 25 (5-6) ◽

pp. 367-383 ◽

Cited By ~ 2

Author(s):

Soumya Sarkar ◽

Prashant Mishra

Keyword(s):

Market Orientation ◽

Brand Equity ◽

Corporate Brand

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Review of Brand Equity and Advertising: Advertising's Role in Building Strong Brands.

Contemporary Psychology ◽

10.1037/033862 ◽

1994 ◽

Vol 39 (1) ◽

pp. 99-99

Author(s):

Terri Gullickson ◽

Pamela Ramser

Keyword(s):

Brand Equity

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Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

Journal of Economics and Development ◽

10.33301/2011.13.02.05 ◽

2011 ◽

pp. 61-88

Author(s):

Huong Hoang Thi Thu ◽

Lin Yu-Li

Keyword(s):

Brand Equity ◽

Sales Promotion ◽

Three Dimensions ◽

Brand Trust ◽

Brand Performance ◽

Business Context ◽

Brand Association ◽

Customer Perceived Value ◽

Trade Promotions ◽

Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

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