Role of components of destination competitiveness in the relationship between customer-based brand equity and destination loyalty

2015 ◽  
Vol 21 (5) ◽  
pp. 504-528 ◽  
Author(s):  
Philip Pong Weng Wong
Keyword(s):  
Brand Equity ◽  
Destination Loyalty ◽  
Destination Competitiveness ◽  
The Relationship

Destination Competitiveness

2019 ◽  
pp. 49-73
Author(s):  
Philip Wong Pong Weng
Keyword(s):  
Willingness To Pay ◽  
Brand Equity ◽  
Delphi Survey ◽  
Mediating Effect ◽  
Destination Loyalty ◽  
Causal Argument ◽  
Destination Competitiveness ◽  
Destination Brand ◽  
The Relationship

Numerous studies suggest that an increase in a destination's brand equity can lead to greater competitiveness of the destination by influencing consumer behavior through the greater possibility of destination selection, increased destination loyalty, and a willingness to pay more to visit the destination. However, some studies seem to lend support to the reverse causal argument: that certain destination competitiveness attributes can be the antecedents of a destination's brand equity. This chapter posits that destination competitiveness can be classified into two components: (1) “functional attributes” being the antecedent of destination brand equity and (2) “abstract attributes” that is actually influenced by destination brand equity. A Delphi-survey was conducted to assist in the classification of competitiveness attributes into the components of either functional or abstract attributes. Subsequent tests confirm the mediating effect of destination brand equity in the relationship between the functional and abstract attributes.

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

2017 ◽  
Vol 12 (3) ◽  
pp. 61-73 ◽  
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.

Role of Stakeholders and Perceived Destination Competitiveness Towards Ethnic Enclave Destination Management

2022 ◽  
pp. 182-200
Author(s):  
Munieleswar Raju ◽  
Puvaneswaran Kunasekaran
Keyword(s):  
Integrated Model ◽  
Ethnic Enclave ◽  
Destination Competitiveness ◽  
Culture Heritage ◽  
The Relationship

The focus of this research is on the role of stakeholders and perceived destination competitiveness in ethnic enclave destination management. Ethnic enclave destination is one of the unique tourism products in terms of art, culture, heritage, and lifestyle. In Malaysia, Little India, Brickfields is one of the popular Indian enclave destinations significantly contributing to the development of tourism in Malaysia. The perceived destination competitiveness determines the destination attributes, and the destination management is ensured by the stakeholders. However, there are just a few pieces of research that look at the relationship between perceived destination competitiveness and destination management. As a result, this study used an integrated model of TDC to examine the mix of stakeholders and perceived destination competitiveness in Little India, Brickfields. This study will have a significant impact on ethnic enclave destination management by identifying stakeholders and their roles in boosting destination competitiveness at the destination of concern.

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

Brand skill: linking brand functionality with consumer-based brand equity

2017 ◽  
Vol 26 (5) ◽  
pp. 477-491 ◽  
Author(s):  
Mayoor Mohan ◽  
Fernando R. Jiménez ◽  
Brian P. Brown ◽  
Caley Cantrell
Keyword(s):  
Brand Equity ◽  
Self Determination Theory ◽  
Simultaneous Estimation ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Three Stage Least Squares ◽  
Post Hoc ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey-based studies. Mediation and moderated-mediation paths were tested using PROCESS and three-stage least squares simultaneous estimation models. Findings Study 1 finds that consumers perceive highly functional brands can enhance their self-competence to perform a task. This phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own performance as emanating from their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand connection and consumer-based brand equity, while a post hoc study showed that these relationships are robust among private meaning brands. Study 3 demonstrates that these mediated relationships are moderated by the type of dominant benefit the brand provides (i.e. hedonic-versus utilitarian-dominant benefits). Research limitations/implications Based on self-determination theory, brand skill is posited as the link between brand functionality, brand connection and consumer-based brand equity. Practical implications Brand managers are urged to not overlook the role of brand functionality in favor of other non-functional brand dimensions. Brand functionality enhances consumers’ perceived self-competence and fosters brand connection, especially for brands that offer superior utilitarian benefits. Originality/value This is the first study that empirically examines the process by which brand functionality leads to consumer-based brand equity and the role brand skill plays in making that connection.

scholarly journals Effects of Brand Hate on Brand Equity: The Role of Corporate Social Irresponsibility and Similar Competitor Offer

2020 ◽  
pp. 75-86
Author(s):  
Mudassir Husnain ◽  
Fauzia Syed ◽  
Waheed Akhtar ◽  
Muhammad Usman
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Negative Relationship ◽  
Mediating Role ◽  
Corporate Social Irresponsibility ◽  
Corporate Social ◽  
Negative Feelings ◽  
The Relationship ◽  
Brand Hate

This paper summarises the arguments and counterarguments based on the assumptions of the theory of hate. The study is aimed at testing the mediating role of brand hate elicited in the relationship among the similar competitor offer, corporate social irresponsibility and brand equity. The study sample consisted of 550 participants from the education sector in Pakistan. The methodological tool of the research was structural equation modelling. Purposive sampling technique was used to reach the appropriate respondents for the study. This study was time-lagged conducted in three times data periods: in Time 1 a total of 800 surveys were distributed, out of which 722 were returned from respondents; in Time 2 722 surveys were distributed to same respondents, out of which 600 were returned; in Time 3 600 surveys were again distributed to the same respondents, out of which 550 were returned. The obtained results confirmed the mediating role of brand hate. Herewith, findings revealed that due to similar offers individual feelings such as loss of self-individuality usually developed and be negatively perceived. Thus, it yields to decline in product value. Likewise, corporate social irresponsibility found to have a more negative relationship with brand equity. Results of the current study revealed that negative feelings due to the similarity in competitor offer could stem from diverse sources. Therefore, it could result in an undesired personality self-loss, if a brand represented a similar brand as its competitors ultimately perceived negative and yielded a decline in value of product/service. The current study also unveiled that corporate social irresponsibility is a strong predictor of negative feelings. Corporate social irresponsibility motivates consumers towards brand hate, thus hampering brand equity. According to the mentioned above, there must be careful management of corporate social responsibility to avoid the negative effect on brand equity. In turn, brand hate mediating the relationship between similarity to competitor offer and brand equity alters consumer perception towards a brand. Thus, companies must fulfil consumers’ expectations to minimise brand hate which eventually increases brand equity. This study stands novel and considered as the first attempt to empirically explore the role of similarity to competitor offer and corporate social irresponsibility in eliciting brand hate that could adversely affect on brand equity. The study provided the limitations for future researchers, implications for managers and future directions. Keywords duplex theory of hate, tetra-Pak consumer, similar competitor offer, brand hate, brand equity, corporate social irresponsibility.

scholarly journals IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY

2014 ◽  
Vol 10 (3) ◽  
pp. 1953-1960
Author(s):  
Seyed Ibne-Ali Jaffari ◽  
Farooq Ahmad ◽  
Muhammad Mehtab ◽  
Asif Iqbal
Keyword(s):  
Brand Equity ◽  
Durable Goods ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Mediating Role ◽  
Brand Credibility ◽  
Celebrity Endorser ◽  
The Relationship ◽  
Moderating Role

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was also examined. This paper uses two theories to explain the relationship; associative learning was used to explain the relationship between endorser and brand equity, and brand signaling to explain the relationship about the mediating role of brand credibility. The data was collected from Islamabad, the Federal capital of Pakistan and analyzed using SPSS. Results suggest that endorsers credibility has positive impact on brand equity and brand credibility mediates this relationship. The moderating role of type of celebrity was also discussed in this paper. The past literature suggests that celebrity endorser is one who is perceived as attractive, expert and trustworthiness. This research study examined the relationship of construct in the context of non-durable goods and measured the effectiveness of celebrity i.e. National or International proved to build brand equity. 

Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fayez Ahmad ◽  
Francisco Guzmán
Keyword(s):  
Brand Equity ◽  
Experimental Studies ◽  
Online Reviews ◽  
Review Literature ◽  
Online Review ◽  
Persuasion Knowledge ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship

Purpose This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. This paper also explores what happens when consumers become aware that brands are trying to persuade them to write a review. Design/methodology/approach Through three experimental studies, where participants were randomly assigned to a brand that has either a stronger or weaker brand equity, participants’ intention to write reviews was measured. Trust in the message was measured to study its mediating role, and persuasion knowledge of the participants was manipulated to investigate its moderating effect. Findings The findings confirm that consumers are more likely to write online reviews when a message comes from a brand that has stronger brand equity, trust in the message mediates the relationship between brand equity and consumer intention to write an online review, and persuasion knowledge has a differential effect on consumer intention to write reviews. Originality/value The study adds to the brand equity and online review literature by providing evidence that a higher level of consumer trust on brands that have stronger brand equity leads to an increased intention to write a review for the brand. It also shows that consumers’ awareness of the motive of the brand is more beneficial for brands with strong brand equity, contributing to persuasion knowledge literature.

Factors Affecting Tourist Destination Choice: A Survey of International Travelers to Hanoi, Vietnam

2017 ◽  
pp. 77-92 ◽  
Author(s):  
Dam Dong Xuan
Keyword(s):  
Brand Equity ◽  
Destination Image ◽  
Destination Choice ◽  
Tourism Destination ◽  
Tourist Destination ◽  
Destination Branding ◽  
Destination Loyalty ◽  
Factors Affecting

The study enhances tourism destinations’ competitiveness from the tourist’s perspective. Departing from the concept of customer-based brand equity (Keller, 1993; Aaker, 1991), our purpose is to construct a linkage between customer-based brand equity for a tourism destination (destination image, destination awareness, quality of destination and destination loyalty) and behavioral intentions for selecting a tourist destination (revisit and/or recommendation to other people), in order to better understand the role of tourism destination branding. This paper carried out a survey of international tourists who selected Hanoi - Vietnam as their holiday destination and our findings show that brand image and brand loyalty play an important role on tourist’s decision of returning or recommendation to others while brand awareness and quality have no impact.

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