An Examination of the Relationship Between Employee Perception and Hotel Brand Equity

The retail industry is changing worldwide, especially in developing nations. This retail transformation is a result of changing lifestyles, increased disposable income, growing brand consciousness and changing consumption patterns of consumers. In the process of meeting these growing expectations of consumers, there are noteworthy initiatives adopted by retail organizations. Brand equity of a retail store is seen as a major factor influencing buying decisions and repurchases intent of consumers’ world over.

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The impact of brand concept on brand equity

Asia Pacific Journal of Innovation and Entrepreneurship ◽

10.1108/apjie-08-2017-030 ◽

2017 ◽

Vol 11 (2) ◽

pp. 233-245 ◽

Cited By ~ 7

Author(s):

Joo-Eon Jeon

Keyword(s):

Brand Equity ◽

Emotional Attachment ◽

Brand Performance ◽

Brand Relationships ◽

Content Type ◽

Customer Commitment ◽

Brand Relationship ◽

Brand Concept ◽

The Impact ◽

The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

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A study on the effectiveness of sensory branding in Cafe Coffee Day outlets in Coimbatore

Health Sciences ◽

10.15342/hs.2020.270 ◽

2020 ◽

Vol 2020 ◽

Author(s):

R V Rupini ◽

R Nandagopal

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Strong Correlation ◽

Brand Image ◽

Sensory Experience ◽

Brand Trust ◽

Brand Love ◽

Empirical Results ◽

The Relationship

The purpose of the study were: (1) to develop a reliable and valid scale and model for sensory experience, (2) to empirically test the model using Roberts’ (2004) lovemarks theory by examining the effect of the two brand image dimensions on the lovemark experience (brand love and brand respect) and, (3) to examine the relationship among brand loyalty, brand trust and overall brand equity. The empirical results show that the model is found to be fit and the hypotheses are significant and the variables have a strong correlation with one another.

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The Lagged Effect of Advertising Expenditures on the Financial Measures of Brand Equity in the Egyptian Context

International Journal of Social Science and Human Research ◽

10.47191/ijsshr/v4-i9-26 ◽

2021 ◽

Vol 04 (09) ◽

Author(s):

Nermin M. Gohar

Keyword(s):

Brand Equity ◽

Quantitative Research ◽

Stock Exchange ◽

Secondary Data ◽

Financial Reports ◽

Financial Measures ◽

The Impact ◽

Corporate Brands ◽

The Relationship ◽

Egyptian Stock Exchange

This research intends to fill the gap in the literature by studying the impact of lagged real advertising expenditures on different perspectives of brand equity in the Egyptian context, which are: Firm-based and Market-based brand equity. The research follows the quantitative research-based approach, with the descriptive explanatory method. Secondary data was collected from firms’ financial reports of sixteen sectors for the period 2013 - 2020 to consider the effect of real advertising expenditures on firm-based and market-based brand equity models. Data was collected from 168 listed companies in the Egyptian stock exchange market, after deleting the financial institutions. The unit of analysis was the corporate brands and data collected was panel data analyzed using Eviews program – version 10, using GLS regression. Results showed that market risk significantly moderates the relationship between advertising expenditures and Firm-based and Market-based brand equity.

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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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FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

Jurnal Manajemen ◽

10.31937/manajemen.v13i1.1710 ◽

2021 ◽

Vol 13 (1) ◽

pp. 1-22

Author(s):

Evo Sampetua Hariandja ◽

Aurellia Adeline ◽

Ferdinandus Eric ◽

Yossel Christopher

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Quantitative Research ◽

Perceived Quality ◽

Brand Awareness ◽

Validity And Reliability ◽

Brand Reputation ◽

Relationship Of ◽

The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

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The effect of the CEO media coverage on corporate brand equity: evidence from Poland

Oeconomia Copernicana ◽

10.24136/oc.2021.017 ◽

2021 ◽

Vol 12 (2) ◽

pp. 499-523

Author(s):

Anna Górska ◽

Grzegorz Mazurek

Keyword(s):

Brand Equity ◽

Media Coverage ◽

Value Added ◽

Corporate Brand ◽

Personal Brand ◽

Data Points ◽

New Perspective ◽

Media Monitoring ◽

The Impact ◽

The Relationship

Research background: Despite increased attention in the literature to the importance of the CEO?s brand for companies, understanding of the effect of the CEO brand on the corporate brand remains limited. To contribute to this discussion, this paper investigates different facets of the impact of the CEO brand, and particularly its media coverage, on corporate brand equity. Purpose of the article: This study investigates the relationship between the different aspects of the CEO brand?s media coverage and corporate brand equity. Methods: Comprehensive media monitoring in the press and online sourcing of CEOs from the strongest Polish brands were conducted. For three years (2014?2017), media monitoring covered 81 CEOs, resulting in over 44,000 data points for this study. Regression analysis was conducted to determine whether a relationship exists between different facets of the CEO?s personal brand and company brand equity. Findings & value added: This study provides a new perspective on the relationship between the CEO and corporate brands and showcases empirical evidence of the CEO brand?s relationship with corporate brand equity. It introduces two relevant and novel variables (CEO brand reach and CEO brand advertising value equivalent [AVE]) to the literature, which have been limited to the number of mentions and its sentiment. Accordingly, this study contributes to the emerging literature of CEO branding within the branding field. Contrary to expectation, the intensity of media coverage alone was not significant. Results indicate that reach and AVE of CEO media exposure are reflected in the corporate brand equity. The study also finds that negative sentiment toward a CEO?s brand negatively affects corporate brand equity. The study adds to the growing stream of literature on the role of CEO brand.

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The Impact of Autocratic Leadership on Disruptive Political Behavior, Moderating the Relationship of Abusive Supervisory Behavior and Mediating the Relationship of Employee’s Perception of Job Insecurity

International Journal of Economics and Finance ◽

10.5539/ijef.v12n6p57 ◽

2020 ◽

Vol 12 (6) ◽

pp. 57

Author(s):

Asif Hussain ◽

Xue Yang ◽

Lu Yali ◽

Asma Ibrahim ◽

Samina Hussain

Keyword(s):

Political Behavior ◽

Job Insecurity ◽

Pearson Correlation ◽

Middle Level ◽

Mediating Effect ◽

Employee Perception ◽

Autocratic Leadership ◽

Relationship Of ◽

The Impact ◽

The Relationship

This study examines the impact of Autocratic leadership on Disruptive Political Behavior with the moderating effect of Abusive Supervisory Behavior and the mediating effect of Employee Perception of Job Insecurity. It examines the employee perception of job insecurity while working in an autocratic culture and the political strategies which an employee chooses to cope up with such insecurities. The data was collected through a structured questionnaire from a sample of 248 employees which include middle-level managers, front-line managers, and their employees. Pearson correlation test was used to establish the relationship between variables. Findings reveal the existence of a significant positive relationship between the variables. Result also prove that there is a significant positive moderation of abusive supervisory behavior between the relationship of autocratic leadership and employee perception of job insecurity, and shows partial significance with mediating effect of employee perception of job insecurity with the relation of autocratic leadership and disruptive political behavior. The study concludes with a discussion and future directions.

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Consumer Perception about Selected Aspects of Global and Local Brands

Turkish Journal of Computer and Mathematics Education (TURCOMAT) ◽

10.17762/turcomat.v12i5.1482 ◽

2021 ◽

Vol 12 (5) ◽

pp. 761-775

Author(s):

Dr. Trilok Pratap Singh

Keyword(s):

Brand Equity ◽

Personal Experience ◽

Consumer Products ◽

Consumer Perception ◽

Brand Identity ◽

Indian Market ◽

Brand Meaning ◽

Indian Consumers ◽

Global And Local ◽

The Relationship

The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.

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