A comparison between economic and organic store brands

2017 ◽  
Vol 45 (12) ◽  
pp. 1298-1316 ◽  
Author(s):  
Magali Jara ◽  
Gérard Cliquet ◽  
Isabelle Robert
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Path Model ◽  
Added Value ◽  
Store Brand ◽  
Store Brands ◽  
Content Type ◽  
Further Development

Purpose The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity. Design/methodology/approach A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand. Findings Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity. Practical implications Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value. Originality/value This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

2020 ◽  
Vol 29 (6) ◽  
pp. 783-801
Author(s):  
Chengchen Liu ◽  
Ya Zhang ◽  
Jing Zhang
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Content Type ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Quality Of Products ◽  
The Impact

Purpose There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been extensively researched in the extant literature. This paper aims to explore the factors that contribute to online celebrity branding and improving fans’ purchase intentions. Design/methodology/approach A survey and an experiment were conducted among consumers from the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived self-congruity on a brand is more significant. The brand equity of online celebrities thereby drives followers’ purchase intentions and the perceived quality of products positively moderates this relationship. Originality/value The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase intentions.

Consequences of customer experience quality on franchises and non-franchises models

2019 ◽  
Vol 47 (3) ◽  
pp. 311-330
Author(s):  
Emerson Wagner Mainardes ◽  
Vinicius Costa Amorim Gomes ◽  
Danilo Marchiori ◽  
Luis Eugenio Correa ◽  
Vinicius Guss
Keyword(s):  
Brand Equity ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Group Analysis ◽  
Customer Experience ◽  
Perceived Quality ◽  
Content Type ◽  
Confirmatory Factor ◽  
The Impact

Purpose The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers. Design/methodology/approach After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS. Findings The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality. Originality/value The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.

scholarly journals THE EFFECT OF ASSOCIATED MEDIATION, LOYALTY, BRAND IMAGE AND THE QUALITY ACCEPTED TO THE EQUITY OF THE BRAND

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Sarwani Sarwani ◽  
Heru Suprihhadi ◽  
Andry Herawati
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Added Value ◽  
Brand Awareness ◽  
Decision Making Process ◽  
Brand Name ◽  
Brand Association

One of the essential topics in marketing management is subject to brand equity. Initially, brand equity was recognized to can be given to bring added value to a product in the means corporate brand name. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the organization to create and build intense brand name organization experiences that will influence the decision-making process to brand name organization choice for membership. Thus, this study aims to prove and analyze the indirect influence amongst the brand equity dimensions on brand equity. For this study's purpose, brand equity dimensions include brand awareness, brand association, brand loyalty, brand image and perceived quality. In this study, a sum of 120 usable questionnaires from cooperation enterprises active membership was gathered. The result indicates that only a mediating influence brand loyalty of brand association on brand equity, and a mediating influence the perceived quality of the brand image on brand equity.

Correlation between the homestay experience and brand equity

2015 ◽  
Vol 6 (1) ◽  
pp. 59-72 ◽  
Author(s):  
Ching-Cheng Shen ◽  
Der-Jen Liu
Keyword(s):  
Environmental Protection ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Added Value ◽  
Visitor Experience ◽  
Content Type ◽  
High Level ◽  
Practical Implications ◽  
Very High

Purpose – The purpose of this paper is to investigate the correlation between customer experience and brand equity for a homestay establishment in Eastern Taiwan. Design/methodology/approach – Visitors staying at Yuehetang Rural Residence (YRR) during the month of January 2013 were surveyed, and the data were analyzed using descriptive statistics, reliability analysis and typical correlation. Findings – Visitors demonstrated a very high level of overall satisfaction with their homestay experience (4.43-4.84), especially in terms of YRR’s ability to evoke feelings of being moved or touched, and of pleasure, excitement and satisfaction. Similarly, YRR’s brand equity was rated very high (3.98-4.67). Responders particularly felt that YRR’s image of prioritizing environmental protection and the quality of its lodgings were unique sources of added value and, therefore, factors in creating its healthy brand equity, despite the fact that it was rated low in terms of visibility to homestay-hunting customers. The correlation coefficient between experience and brand equity was 0.742, indicating a high degree of positive correlation. The correlation between customer loyalty and brand equity was also quite high, followed by, in decreasing order of strength, the correlations between brand equity and the environment-friendly image, the quality of lodging, organic farming and visibility. Practical implications – YRR’s core business value is environmental protection, a factor which, in today’s increasingly environment-conscious world, has unsurprisingly contributed heavily to its brand equity and customer loyalty. YRR and other homestay operators can utilize the findings of this paper to enhance visitor experience and their own brand equity. Originality/value – This paper is one of the first articles in the homestay experience field that offers content that environmental protection is an important factor to brand equity. It also offers numerous theoretical and practical implications.

scholarly journals Influence of Customer Relationship Management, Brand Equity, Perceived Product Quality, Perceived Price on Customer Value and Purchase Intention (Studies Philips Light Bulb in Batam)

2017 ◽  
Vol 9 (7) ◽  
pp. 122 ◽  
Author(s):  
Lukmanul Hakim ◽  
Nanis Susanti ◽  
Ujianto
Keyword(s):  
Customer Relationship Management ◽  
Brand Equity ◽  
Purchase Intention ◽  
Customer Value ◽  
Relationship Management ◽  
Perceived Quality ◽  
Customer Relationship ◽  
Light Bulb ◽  
Perceived Price

This study tried to determine and analyze the deeper understanding of the influence of customer relationship management, brand equity, perceived of product quality, perceived value and price to the customer at the customer's purchase intention Philips light bulb in Batam.The population in this study are all users (consumers) electric light bulb philips brands in the city of Batam. Testing of the model in this study, with Generalized Least Square Estimation (GLS), analysis of structural equation modeling (SEM), proportional random sampling method and software assistance Amos 22, on 240 respondents from eight times the 30 indicators the study variables. The test results indicate the model (fit) seen from the GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of 0915, 0901, 0949, 0953, 0063, and 1,376 are all that are in the range of expected values so that the model can be accepted.The results showed that: 1). Customer relationship management influence on customer value, it shows that with good customer relationship management program, will increase customer value. 2) Customer relationship management influence on purchase intention, it shows that with good customer relationship management program, will increase customer value. 3) Brand equity effect on customer value, it shows that with a good brand equity, will increase customer value. 4). Brand equity effect on purchase intention, it shows that with a good brand equity, will increase customer value. 5) Perceived quality of product effect on customer value, it indicates that the perceived quality of a good product, will increase customer value. 6). Perceived quality of product effect on purchase intention, this suggests that the perceived quality of a good product, will increase purchase intention. 7). Perceived price effect on customer value, it indicates that the perceived price friendly, will increase customer value. 8) Perceived price effect on purchase intention, this suggests that the perceived price friendly, will increase purchase intention. 9). Customer value effect on purchase intention, it shows that with high customer value, will raise the purchase intention.

scholarly journals KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

2011 ◽  
Vol 4 (1) ◽  
pp. 51
Author(s):  
Dedi Hidayah
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Primary Data ◽  
Equation Modeling ◽  
Store Brand ◽  
Retail Market

<p><span><em>As the retail market is still emerging on the last decade, naturally, the competition among </em><span><em>players becoming more challenging. Empowering all the resource of the organization as </em><span><em>added values would be the strategy to win the targeted market. Brand equity is one of </em><span><em>valuable assets of the company since its ability to gain market share against these rivals, and </em><span><em>the ability to keep customers by building brand loyalty which can in turn reduce marketing</em><br /><span><em>costs.</em><br /><span><em>The purpose of doing this study is to explore the interrelation of four brand equity components; </em><span><em>brand awareness, brand loyalty, perceived quality and brand image in modern store industry, </em><span><em>and improve the conceptualization of customer-based modern store brand equity.</em><br /><span><em>The research design used in this study is the hypotheses testing. The type of relationship </em><span><em>between the variables in this study is the co relational research, because the researchers are </em><span><em>interested in explaining the important variables related with the problems. </em></span></span></span></span></span></span></span></span></span></span></span></span></p><p><span><span><span><span><span><span><span><span><span><span><span><span><em>The hypothesis</em><br /><span><em>testing was done by using Structural Equation Modeling (SEM) with the support of Amos </em><span><em>version 7.0.</em><br /><span><em>This study is using primary data. The data was collected by questionnaire technique, by giving </em><span><em>the written statements to the respondents. And then, the respondents gave their feedback </em><span><em>about the statements given. The answers have been available.</em><br /><span><em>Keywords: </em><span><em>Brand awareness, brand loyalty, perceived quality and brand image</em></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br /></span></span></p>

Influence of the perceived benefit of a social network-based sales promotion on the perceived quality of a heritage complex

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Esmeralda Crespo-Almendros ◽  
M. Belén Prados-Peña ◽  
Lucia Porcu ◽  
Juan Miguel Alcántara-Pilar
Keyword(s):  
Social Network ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Sales Promotions ◽  
Content Type ◽  
Heritage Sites ◽  
Negative Effect ◽  
Quasi Experimental ◽  
The Impact

Purpose This study seeks to analyze the influence of the consumer's perceived benefits deriving from two different promotional incentives offered via social media on the perceived quality of the heritage complex.Design/methodology/approach A quasi-experimental study was carried out among online users, implementing two different promotional stimuli. Facebook was selected as the social network through which the promotional incentives were offered in the experiment. The sample was obtained via a panel of Internet users provided by Sondea Internet SL.Findings The results showed that the benefits perceived by the tourists will depend on the sales promotion type offered. On the one hand, free VIP pass was found to be mostly related to hedonic benefits that positively affect perceived quality. On the other hand, 2 × 1 offer would be perceived as a utilitarian benefit and is likely to exert a fairly negative effect on perceived quality.Practical implications Tourism managers and practitioners are encouraged to analyze the characteristics of certain types of sales promotions, as each promotional incentive bears different values and associated benefits. The findings of this study suggest managers and practitioners to implement non-monetary promotions to enhance brand equity and perceived quality. Thus, it is paramount for the managers of cultural institutions and heritage sites to trust in sales promotions which can be very helpful if they are designed carefully.Originality/value This study pioneers the analysis of the impact of the benefits associated with different typologies of sales promotions on social networks on the perceived quality of a heritage site.

Driving Brand Equity With Radical Transparency

2017 ◽  
pp. 18-62 ◽  
Keyword(s):  
Business Model ◽  
Brand Equity ◽  
Positive Feedback ◽  
Perceived Quality ◽  
Brand Associations ◽  
Equity Model ◽  
Loyal Customers ◽  
Over Time

The main purpose of this chapter is to analyze the categories of brand equity assets through the prism of radical transparency. The results reveal that the brand equity requires investment and disappears over time if not maintained consistently with the selected business model and the company's values. The chapter is dedicated to systemize the theoretical and practical findings over the brand equity elements. Brand loyalty is the first element of the brand equity model. The benefits for the company which uses the radical transparency practices can be simply synthesized into one big advantage - satisfied and loyal customers who generate stable revenues and profits for the company in the long term. Radical transparency has a major impact on stimulating brand awareness as a factor that is particularly important in the sense that the brand must first enter into the considerations set. The company should be ready and open for cooperation with all interested parties and provide positive feedback whenever necessary. This enhances the perceived quality of the brand and the trust. The application of the radical transparency concept in the overall operation of the company enables the creation of a special set of brand associations that create long-lasting relationships with consumers, mixed with positive emotional mix that seals the success in the long term.

Does incivility impact the quality of work-life and ethical climate of nurses?

2020 ◽  
Vol 13 (3) ◽  
pp. 301-319 ◽  
Author(s):  
Yariv Itzkovich ◽  
Niva Dolev ◽  
Moran Shnapper-Cohen
Keyword(s):  
Organizational Climate ◽  
Ethical Climate ◽  
Qualitative Data ◽  
Perceived Quality ◽  
Work Life ◽  
Quality Of Work Life ◽  
Content Type ◽  
Quality Of Work ◽  
The Relationship

PurposeThe purpose of this study is to assess the relationship between incivility and two organizational and personal attitudes, namely, perceived ethical climate and perceived quality of work-life of nurses, in the framework of organizational climate.Design/methodology/approachQuantitative data of 148 nurses working in a medium-sized hospital in Israel were collected. Furthermore, qualitative data were collected through semi-structured interviews with 12 nurses and 14 doctors from the same hospital, constructing a mixed-method approach.FindingsFindings revealed that witnessing or experiencing incivility affected the nurses' perception of the ethical climate of their work unit and their perceived quality of their work-life. Additionally, we found that the relationship between incivility and nurses' perceived quality of work-life was partially mediated through their perceived ethical climate. The qualitative data supported some of the findings.Originality/valueThe article stretches the incivility theory beyond its dyadic boundaries, prominently showing the spillover effect of incivility as an organizational problem. Additionally, it offers some evidence-based support for the multidimensionality of incivility, strengthening the need for a construct cleanup.

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