scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
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.

scholarly journals Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Flavia Braga Chinelato ◽  
Cid Gonçalves Filho ◽  
Clodoaldo Lopes Nizza Júnior
Keyword(s):  
Organizational Commitment ◽  
Sales Performance ◽  
Equation Modeling ◽  
Brand Relationships ◽  
Salesperson Performance ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

Emotional brand attachment: a factor in customer-bank relationships

2016 ◽  
Vol 34 (2) ◽  
pp. 136-150 ◽  
Author(s):  
Shalom Levy ◽  
Hayiel Hino
Keyword(s):  
Factor Analysis ◽  
Conceptual Framework ◽  
Structural Equation ◽  
Positive Relationship ◽  
Service Providers ◽  
Equation Modeling ◽  
Emotional Attachment ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose – The purpose of this paper is to evaluate the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. In particular, the study examines the impact of the emotional attachment factor while treating established effecting variables by employing a new conceptual framework that integrates these variables. Design/methodology/approach – The study employs data collected from a survey involving 436 participants. The study employs Exploratory Factor Analysis and Confirmatory Factor Analysis methods following a path analysis method and structural equation modeling for testing research hypotheses. Findings – The empirical results support the claim that the conceptual framework applied in this study better explains the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. Specifically, the findings show a significant, direct and positive relationship between the customer’s emotional attachment and bank loyalty; an indirect positive relationship also exists through the connection of customer satisfaction. The study distinguishes between two integrated pathways consumers possibly follow when making decisions about services: the conscious decision-making process path and the emotional process path. Practical implications – The paper provides managerial and planning implications to bank service providers who seek to achieve excellent performance and a positive brand personality, thus maintaining long-lasting relationships with their customers. Originality/value – The study is among the few empirical works to specifically examine the impact of customers’ emotional attachment on bank loyalty and contributes to the available literature in that it suggests a systematic conceptual framework that evaluates the impact of key factors on bank loyalty.

Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Silvia Cacho-Elizondo ◽  
Mary Conway Dato-on ◽  
Tracy Harmon-Kizer
Keyword(s):  
Brand Image ◽  
Strategy Development ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type ◽  
Segmentation Strategy ◽  
Brand Relationship ◽  
Significant Difference ◽  
The Usa ◽  
The Impact

Purpose This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships. Design/methodology/approach Data were analyzed from 906 respondents (348-USA and 558-Mexico) to assess paths to purchase loyalty and test brand relationship hypotheses using partial least squares. Findings Analysis revealed that consumers in both markets demonstrated similar paths from tequila experience to brand love and attitude toward their favorite tequila brand. On the contrary, significant differences in the influence of tequila experience on the brand image were evident. Tequila experience did not have a significant difference between markets on purchase loyalty. Attitude toward the tequila brand had a much stronger influence on brand image for the USA compared to Mexican respondents. Finally, brand love’s influence on purchase loyalty differed significantly between the two markets of respondents. Practical implications Considering different paths to behavioral brand loyalty across markets enables segmentation strategy development to increase repeat purchase and brand allegiance. Results indicate that the brand's image is a strong influencer of purchase loyalty, suggesting opportunities exist for brand managers to consider unique paths toward purchase loyalty. Originality/value This study advances the literature by answering the call for multi-national studies that investigate consumer-brand relationships. Furthermore, the research setting offers insight into consumer-brand relationships and consumption patterns for spirits in a different national context, in this case, the product’s country of origin (Mexico) and its largest market (USA).

The impact of marketing activities on service brand equity

2018 ◽  
Vol 52 (3/4) ◽  
pp. 596-618 ◽  
Author(s):  
Ravi Shekhar Kumar ◽  
Satyabhusan Dash ◽  
Naresh K. Malhotra
Keyword(s):  
Brand Equity ◽  
Positive Impact ◽  
Qualitative Interviews ◽  
Experiential Marketing ◽  
Content Type ◽  
Service Brand ◽  
Marketing Activities ◽  
The Impact ◽  
The Relationship ◽  
Structured Questionnaire

Purpose This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE. Design/methodology/approach Qualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data. Findings The results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE. Research limitations/implications The effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed. Practical implications The study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE. Originality/value The study outlines service CBBE creation through CE, offering specific insights for the healthcare market.

scholarly journals The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minh T.H. Le
Keyword(s):  
Brand Loyalty ◽  
Social Influences ◽  
Self Esteem ◽  
Brand Love ◽  
Content Type ◽  
Brand Relationship ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking. Design/methodology/approach Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model. Findings The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty. Research limitations/implications The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships. Practical implications Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE. Social implications The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships. Originality/value This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.

Impact of a retailer’s CSR activities on consumers’ loyalty

2019 ◽  
Vol 47 (8) ◽  
pp. 793-816 ◽  
Author(s):  
Didier Louis ◽  
Cindy Lombart ◽  
Fabien Durif
Keyword(s):  
Corporate Social Responsibility ◽  
Brand Equity ◽  
Design Methodology ◽  
Positive Impact ◽  
Content Type ◽  
Multidimensional Construct ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to study the impact of the main dimensions of a retailer’s corporate social responsibility (CSR) activities (philanthropic activities, respect for the environment, respect for the consumers and respect for the workers) (e.g. Maignan, 2001; Brunk, 2010a; Öberseder et al., 2014) on consumers’ loyalty towards this retailer. Mediation (through consumers’ trust in this retailer and/or retailer’s perceived brand equity) and moderation effects (depending on the groups of consumers considered) are also studied. Design/methodology/approach This research was conducted on 547 consumers, representative of the Quebec population. These consumers were asked to select a retailer of their choice that they were familiar with (notably with its CSR activities) and to complete a questionnaire with regard to that retailer. Findings This research highlights that: the impact of a retailer’s CSR activities on consumers’ loyalty differs according to the dimensions considered (philanthropic activities, respect for the environment, the consumers and the workers), is fully or partially mediates by consumers’ trust in this retailer and/or retailer’s perceived brand equity and depends on the groups of consumers considered (the very responsible consumers, the local sceptical recyclers and the least responsible consumers). Research limitations/implications This research indicates that when CSR is considered not as an aggregate construct, but in terms of its dimensions, their impacts on consumers’ loyalty towards the retailer may differ or appear under certain conditions. Moreover, this research points out that consumers’ trust in the retailer is a partial mediator (for the philanthropic activities dimension of a retailer’s CSR activities for the very responsible consumers and the local sceptical recyclers) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Consumers’ trust in the retailer is also a full mediator (for the respect for environment dimension of a retailer’s CSR activities for the very responsible consumers) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Lastly, retailer’s perceived brand equity is a full mediator (for the respect for environment dimension of a retailer’s CSR activities for the three groups of consumers considered) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Practical implications This paper indicates to retailers that the dimensions respect for the consumers and the workers of their CSR activities do not have an impact on consumers’ loyalty. By contrast, for a retailer to be perceived by consumers as engaged in philanthropic activities or being environmentally friendly has a positive impact on consumers’ loyalty. Originality/value In this research, CSR is conceptualised as a multidimensional construct and the impacts of its main dimensions (philanthropic activities, respect for the environment, respect for consumers and respect for workers) on an important and strategic variables for retailers, loyalty, are highlighted. Moreover, this research also indicates that the impacts of a retailer’s CRS dimensions on consumers’ loyalty depend on individuals and may follow different paths (through consumers’ trust in the retailer and/or retailer’s perceived brand equity).

Face, fate and brand equity: service recovery justice and satisfaction

2020 ◽  
Vol 37 (7) ◽  
pp. 843-854
Author(s):  
Joseph Lok-Man Lee ◽  
Noel Yee-Man Siu ◽  
Tracy Jun-Feng Zhang
Keyword(s):  
Distributive Justice ◽  
Brand Equity ◽  
Service Recovery ◽  
Interactional Justice ◽  
Content Type ◽  
Cultural Variables ◽  
Justice Perceptions ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose Can we always expect that service recovery justice leads to satisfaction? Literature has shown that a number of moderating factors impact the recovery justice-satisfaction link in different cultures. However, there is a dearth of research that has indicated the key cultural variables that play a moderating role. This study aims to attempt to fill the research gap by investigating the moderating role of concern for face, belief in fate and brand equity in the relationship between perceived justice and satisfaction in Chinese culture during service recovery. Design/methodology/approach The hypothesized relationships are tested using data from interviews with 600 persons who have recently complained about their telecommunications services. Structural equation modeling is applied in analyzing their responses. Findings Concern for face is found to strengthen the relationship between interactional justice perceptions and satisfaction, but to weaken the relationship between distributive justice perceptions and satisfaction. Belief in fate weakens the link between perceptions of interactional justice and satisfaction. Brand equity positively moderates the relationship between perceptions of interactional justice and satisfaction, but it negatively moderates the relationship between perceptions of distributive justice and satisfaction. Practical implications The cultural variables, namely, face, fate and brand equity, are found to serve as a moderating role in the relationship between recovery justice dimensions and satisfaction. They are more salient when it is related to social element. Face and brand equity, as interpersonal constructs, aggravate the impact of interactional justice on satisfaction. Fate, as non-social factor, weakens the impact of interactional justice on satisfaction. It is argued that managers should provide staff training in product knowledge and customer service as a preventive measure against damage to the brand. Regular customer satisfaction research and benchmarking exercises should be conducted to understand how customers perceive interactional justice. Originality/value This has been the first research to examine the impact of concern for face, belief in fate and brand equity in the relationship between justice perceptions and post-recovery satisfaction during service recovery.

scholarly journals The consequences of the heritage experience in brand museums on the consumer–brand relationship

2019 ◽  
Vol 53 (10) ◽  
pp. 2193-2212 ◽  
Author(s):  
Mathilde Pulh ◽  
Rémi Mencarelli ◽  
Damien Chaney
Keyword(s):  
Brand Relationships ◽  
Content Type ◽  
Supportive Behaviors ◽  
Brand Relationship ◽  
Physical Setting ◽  
Deep Relationship ◽  
The Relationship ◽  
Practical Implications ◽  
Heritage Experience

Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.

The impact of the brand management system on performance across service and product-oriented activities

2017 ◽  
Vol 26 (3) ◽  
pp. 294-311 ◽  
Author(s):  
Mathieu Dunes ◽  
Bernard Pras
Keyword(s):  
Financial Performance ◽  
Management System ◽  
Management Practices ◽  
Brand Management ◽  
Brand Performance ◽  
Content Type ◽  
Objective Performance ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to analyze the impact of brand management system (BMS) practices on subjective and objective performance in both service- and product-oriented sectors. Design/methodology/approach Based on a “grounded-in-practice” approach to BMS, a comprehensive formative BMS scale is developed and its validity is assessed. The impact of BMS on subjective brand performance (i.e. predictive validity) and on objective financial performance is assessed. Data are collected from a sample of 298 brand managers and marketing directors in five business sectors (cosmetics, convenience goods, industry, bank/insurance and media) and from a financial database. Path analysis and multigroup analysis are performed to test mediating and moderating effects. Findings The results reveal that subjective brand performance (perceived brand performance) mediates the relationship between the BMS and objective financial performance of the firm and on each of the three BMS dimensions; and product-oriented (vs service-oriented) sector positively moderates the relationship between the BMS and subjective brand performance. Research limitations/implications The paper offers insights into adapting brand management practices along all BMS dimensions to achieve better business performance and improve objective financial performance in product-oriented activities. It highlights the role of brand management implementation, as well as the role of brand management in hierarchical relationships, in improving performance in service activities. Practical implications The formative BMS scale offers a tool which can be used to improve strategic decisions and give practical guidance on product vs service sector specificities. The indirect impact of a BMS on financial objective performance reinforces the legitimacy of brand managers and marketing managers. Originality/value This paper shows the impact of the BMS on objective financial performance by using a “grounded-in-practice” BMS scale. It also affords explanation on sectoral effects of brand management practices and their consequences on subjective and objective performance.

Understanding the impact of CSR domain on brand relationship quality

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amit Shankar ◽  
Rambalak Yadav
Keyword(s):  
Relationship Quality ◽  
Moral Foundation ◽  
Content Type ◽  
Versus Group ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Group 2 ◽  
Bank Marketing ◽  
The Impact ◽  
The Relationship

PurposeThe study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.Design/methodology/approachThe study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.FindingsThe results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.Research limitations/implicationsAs the study was conducted in India, the findings are not generalizable to customers from other countries.Practical implicationsPractically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.Originality/valueThe study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective.

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