Building team brand equity through perceived CSR: the mediating role of dual identification

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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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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Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Journal of Business Research ◽

10.1016/j.jbusres.2018.07.016 ◽

2019 ◽

Vol 96 ◽

pp. 376-385 ◽

Cited By ~ 27

Author(s):

Joana César Machado ◽

Leonor Vacas-de-Carvalho ◽

Salim L. Azar ◽

Ana Raquel André ◽

Barbara Pires dos Santos

Keyword(s):

Brand Equity ◽

Brand Love ◽

Mediating Role ◽

Brand Engagement

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Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

Journal of Retailing and Consumer Services ◽

10.1016/j.jretconser.2018.01.005 ◽

2018 ◽

Vol 42 ◽

pp. 1-10 ◽

Cited By ~ 23

Author(s):

Mário Augusto ◽

Pedro Torres

Keyword(s):

Willingness To Pay ◽

Brand Equity ◽

Banking Industry ◽

Brand Attitude ◽

Brand Identification ◽

Mediating Role

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The effect of sensory brand experience and brand equity on WTP a price premium in Iranian fast food restaurants: Mediating role of eWOM

Journal of Foodservice Business Research ◽

10.1080/15378020.2021.2017212 ◽

2021 ◽

pp. 1-21

Author(s):

Milad Farzin ◽

Abolfazl Bagheri Abbassalikosh ◽

Marzie Sadeghi ◽

Rosha Makvandi

Keyword(s):

Brand Equity ◽

Fast Food ◽

Price Premium ◽

Brand Experience ◽

Mediating Role ◽

Fast Food Restaurants

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Empirical Investigation of Relationship Among Destination Brand Equity Dimensions

International Journal of Asian Business and Information Management ◽

10.4018/ijabim.2019070105 ◽

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.

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Exploring the Mediating Effect of Parent Brand Reputation on Brand Equity

Paradigm ◽

10.1177/0971890718787903 ◽

2018 ◽

Vol 22 (2) ◽

pp. 125-142 ◽

Cited By ~ 5

Author(s):

Richa Joshi ◽

Rajan Yadav

Keyword(s):

Brand Equity ◽

Brand Extension ◽

Product Line ◽

Mediating Effect ◽

Mediating Role ◽

Brand Reputation ◽

Multiple Dimensions ◽

Parent Brand ◽

Relationship Of

Companies with product line consisting of multiple brands very well understand the weightage of parent brand reputation as a seal of approval to consumers. This understanding not only helps them bolstering the reputation of other products but also creates a powerful brand voice and resulting brand equity. Brand equity is understood with the help of multiple dimensions in the existing literature. In addition to this, many researches on brand extension have traced the pivotal change in brand equity owing to the variation in brand extension attitude of consumers. However, very little amount of significant contribution has been observed with respect to the mediating role of parent brand reputation. Specifically, the article proposes to test the role of parent brand reputation in mediating the relationship of brand extension with brand equity.

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