The impact of product innovation attributes on brand equity

2015 ◽  
Vol 32 (4) ◽  
pp. 245-254 ◽  
Author(s):  
Sladjana Nørskov ◽  
Polymeros Chrysochou ◽  
Marina Milenkova
Keyword(s):  
Brand Equity ◽  
Product Innovation ◽  
Brand Management ◽  
Relative Advantage ◽  
Future Research ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Significant Difference ◽  
Innovation Attributes ◽  
The Impact

Purpose – This paper aims to examine the impact of product innovation attributes (complexity, relative advantage, compatibility, trialability and observability) on brand equity, and whether these attributes exert a different effect on low- versus high-equity brands. The moderating role of consumer innovativeness in this relationship is investigated further. Design/methodology/approach – The study is based on survey data from users of two brands of digital audio players of different brand equity levels. Findings – Overall, it was found that innovation attributes have an effect on brand equity, and this effect differs between low- and high-equity brands, with a low-equity brand being benefited more than a high-equity brand from perceptions towards a product’s innovation attributes. Additionally, it was found that the impact of complexity and relative advantage on brand equity increases when consumer innovativeness increases in the case of a high-equity brand. However, no significant difference was found between low- and high-equity brands regarding the proposed moderating effect of innovativeness. Research limitations/implications – The study only examines two brands belonging to one particular industry, which limits the findings’ generalizability. Thus, the use of more test brands from different industries should be the goal for future research. Practical implications – Managers should consider the firm’s current brand equity level and its competitive position to maximize the effect of product innovation attributes. Originality/value – The study makes an original contribution to the research on the relationship between product innovation and brand equity and provides theoretical and managerial implications in the field of innovation and brand management.

Building brand equity through communication consistency in luxury hotels: an impact-asymmetry analysis

2020 ◽  
Vol 3 (4) ◽  
pp. 451-468 ◽  
Author(s):  
Maja Šerić ◽  
Josip Mikulić
Keyword(s):  
Brand Equity ◽  
Positive Impact ◽  
Future Research ◽  
Mediterranean Country ◽  
Measurement Scales ◽  
Content Type ◽  
Asymmetry Analysis ◽  
Luxury Hotels ◽  
Luxury Hotel ◽  
The Impact

PurposeThis paper examines the development of customer-based brand equity through communication consistency in a luxury hotel segment. Communication consistency is considered as a basic principle of the integrated marketing communications (IMC) approach.Design/methodology/approachThe empirical research was conducted among 223 guests during their stay in five-star deluxe luxury hotels in a Mediterranean country. Data are analyzed through the PLS technique and impact-asymmetry analysis.FindingsCommunication consistency is found to have a strong positive impact on all brand equity dimensions, especially on brand trust, brand image and perceived quality. The impact-asymmetry analysis further revealed negatively asymmetric relationships between communication consistency and six out of seven brand equity dimensions, except for affective commitment.Research limitations/implicationsSome restrictions related to the measurement scales should be mitigated in future research.Practical implicationsCommunication consistency is confirmed as a core management practice in luxury hotel business. Marketing professionals operating in this industry are therefore confronted with increasing challenges of efficient management of IMC.Originality/valueThis work addresses several research calls from the most recent marketing and hospitality literature. The analysis of the impact of communication consistency has extended our knowledge on the potential of IMC in creation of a strong brand. Obtained insights into the shape of the relationship between communication consistency and seven different brand equity dimensions help to better understand the process of brand equity building in a luxury hotel setting.

Brand-specific transactional leadership: the effects of brand-building behaviors on employee-based brand equity in the insurance industry

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Morteza Maleki Minbashrazgah ◽  
Hooshmand Bagheri Garbollagh ◽  
Maryam Varmaghani
Keyword(s):  
Transactional Leadership ◽  
Brand Equity ◽  
Brand Management ◽  
Leadership Role ◽  
Equation Modeling ◽  
Statistical Population ◽  
New Approach ◽  
Content Type ◽  
Brand Building ◽  
The Impact

PurposeThe concept of employee-based brand equity (EBBE) has been the center of scholars' attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization. This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE.Design/methodology/approachThe statistical population of the current study is employees of five major insurance companies in Semnan city of Iran. Using the classified random sampling method, 136 employees of these insurance firms were chosen. Likert-based questionnaires were used to collect data. Structural equation modeling (SEM) was used to analyze research data.FindingsFindings show that brand-specific transactional leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific transactional leadership and the IRBBB.Research limitations/implicationsThe study was bound by access to firms and managers' availability. On the other hand, this research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of brand-specific transactional leadership and brand evangelism.Practical implicationsWhen selecting brand leaders, manager training programs need to evaluate whether a candidate has brand-specific transactional leadership traits that will enhance the successful internalization of brand values and improve EBBE.Originality/valueBrand-specific transactional leadership increases employee responsibility and a greater desire to engage in citizenship behaviors. In addition, using partnerships to influence customer supportive behaviors creates a good image of the company and its services in the minds of customers. Also, this research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of BBBs and EBBE.

HIVEing: the effect of a semantic web technology on inter-indexer consistency

2014 ◽  
Vol 70 (3) ◽  
pp. 307-329 ◽  
Author(s):  
Hollie White ◽  
Craig Willis ◽  
Jane Greenberg
Keyword(s):  
Semantic Web ◽  
Study Data ◽  
Web Technology ◽  
Future Research ◽  
Free Text ◽  
Content Type ◽  
Document Structure ◽  
Semantic Web Technology ◽  
Significant Difference ◽  
The Impact

Purpose – The purpose of this paper is to examine the effect of the Helping Interdisciplinary Vocabulary Engineering (HIVE) system on the inter-indexer consistency of information professionals when assigning keywords to a scientific abstract. This study examined first, the inter-indexer consistency of potential HIVE users; second, the impact HIVE had on consistency; and third, challenges associated with using HIVE. Design/methodology/approach – A within-subjects quasi-experimental research design was used for this study. Data were collected using a task-scenario based questionnaire. Analysis was performed on consistency results using Hooper's and Rolling's inter-indexer consistency measures. A series of t-tests was used to judge the significance between consistency measure results. Findings – Results suggest that HIVE improves inter-indexing consistency. Working with HIVE increased consistency rates by 22 percent (Rolling's) and 25 percent (Hooper's) when selecting relevant terms from all vocabularies. A statistically significant difference exists between the assignment of free-text keywords and machine-aided keywords. Issues with homographs, disambiguation, vocabulary choice, and document structure were all identified as potential challenges. Research limitations/implications – Research limitations for this study can be found in the small number of vocabularies used for the study. Future research will include implementing HIVE into the Dryad Repository and studying its application in a repository system. Originality/value – This paper showcases several features used in HIVE system. By using traditional consistency measures to evaluate a semantic web technology, this paper emphasizes the link between traditional indexing and next generation machine-aided indexing (MAI) tools.

Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Phuong Kim Thi Tran ◽  
Vien Ky Nguyen ◽  
Vinh Trung Tran
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Cultural Distance ◽  
Group Analysis ◽  
Mediating Effect ◽  
Future Research ◽  
Content Type ◽  
Mediating Role ◽  
Destination Brand ◽  
The Impact

Purpose This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer satisfaction and the moderating effect of cultural distance in these relationships are assessed. Design/methodology/approach The direct–indirect–moderating relationships were assessed by applying covariance-based SEM (CB-SEM), mediating and multi-group analysis. A paper survey was used to collect data from 618 tourists (domestic and international tourists) visiting a destination in Vietnam. Findings The findings support direct positive links between the dimensions of brand equity and customer satisfaction, except for the effect of destination brand awareness on destination brand loyalty. This work further demonstrates the mediating effect of customer satisfaction on the indirect relationships between the dimensions of brand equity. Cultural distance was found to moderate the connections between the research concepts. Research limitations/implications Future research should explore the model’s relationships based on comparisons in different destinations, to better understand the impact of cultural factors. Originality/value This study identifies specific factors to increase branding efficiency by developing and testing the relationship between brand equity and customer satisfaction. Using moderating variables through the lens of cultural distance, it proposes a mediated model. This work contributes to practice by informing destination managers on how to improve brand equity and satisfaction based on the cultural characteristics of international and domestic visitors.

The influence of negative publicity on brand equity: attribution, image, attitude and purchase intention

2018 ◽  
Vol 27 (4) ◽  
pp. 440-451 ◽  
Author(s):  
Mingzhou Yu ◽  
Fang Liu ◽  
Julie Lee ◽  
Geoff Soutar
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Brand Image ◽  
Future Research ◽  
Brand Attitudes ◽  
Chinese Consumers ◽  
Content Type ◽  
High Severity ◽  
Negative Publicity ◽  
The Impact

Purpose This study aims to understand the influence of negative publicity on brand image, brand attitude and brand purchase intention. Specifically, the study examines the role of attribution (or brand blame) and information characteristics in Chinese consumers’ responses to negative publicity. Design/methodology/approach The study used a quasi-experimental approach involving two negative publicity scenarios (mild and high severity) and a sample of 203 young and educated Chinese consumers. Partial least squares was used to test the hypotheses. Findings A common assumption is that negative brand information has a negative influence on all aspects of a brand. However, this study finds that brand blame and information severity have differential effects on consumer evaluations of the affected brand. Specifically, brand blame negatively impacted attitudes and purchase intentions, but not brand image. In contrast, information severity negatively impacted brand image, but not attitudes or intentions. Further, the relations between brand image and brand attitudes and intentions depended on the level of information severity. In the mild-severity condition, brand image positively influenced attitudes and intentions, but not in the high-severity condition. Research limitations/implications Future research should examine consumer responses to negative publicity across different media and product categories. Cross-cultural studies should also be explored in the future. Practical implications When a brand encounters negative publicity, its marketer or brand manager should assess to what extent various brand equity components are influenced by negative publicity before adopting any cognitive-based or imagery-based communication strategies. Originality/value This paper contributes to the limited and fragmented literature on consumer response to negative publicity by examining the impact of consumer’s attributions of blame to the brand under conditions of mild and severe negative information on a range of important brand-related outcomes. Specifically, the authors find that negative publicity has a different impact on brand image, brand attitudes and intentions to purchase. The authors suggest that brand managers use this information to guide their marketing communications.

scholarly journals “Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

2018 ◽  
Vol 27 (3) ◽  
pp. 334-347 ◽  
Author(s):  
Samuel Kristal ◽  
Carsten Baumgarth ◽  
Jörg Henseler
Keyword(s):  
Brand Equity ◽  
Brand Management ◽  
Future Research ◽  
Content Type ◽  
Brand Meaning ◽  
The Arts ◽  
Before And After ◽  
Negative Effect ◽  
Professional Artists ◽  
Positive Effect

PurposeThis paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.Design/methodology/approachA 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments.FindingsNon-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions.Research limitations/implicationsFuture research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.Practical implicationsBrand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play.Originality/valueThis study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.

Testing the impact of athlete brand image attributes on fan loyalty

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abed Mahmoudian ◽  
Saeed Sadeghi Boroujerdi ◽  
Sardar Mohammadi ◽  
Vahid Delshab ◽  
Do Young Pyun
Keyword(s):  
Community Involvement ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Image ◽  
Field Performance ◽  
Sport Marketing ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
The Impact

Purpose Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty. Design/methodology/approach In total, 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures and structural equation modeling was carried out to test the hypotheses. Findings The findings of this study show that three attributes of athlete brand image (e.g. marketable lifestyle, athletic performance and attractive appearance) positively influenced fan loyalty. Research limitations/implications To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g. athletic skills, competition style and excellence in sport) and off-field performance (e.g. engagement with fans, community involvement, public relation and charity activities). Originality/value This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.

Customer-based brand equity and human resource management image

2016 ◽  
Vol 50 (7/8) ◽  
pp. 1185-1208 ◽  
Author(s):  
Johan Anselmsson ◽  
Niklas Bondesson ◽  
Frans Melin
Keyword(s):  
Resource Management ◽  
Human Resource Management ◽  
Human Resource ◽  
Brand Equity ◽  
Operations Management ◽  
Brand Management ◽  
Theory And Practice ◽  
Future Research ◽  
Employer Branding ◽  
Content Type

Purpose The purpose of this study is to investigate the relationship between an organization’s human resource management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how to attract and maintain employees through employer branding. The present study attempts to link HRM directly to marketing and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers’ sociological needs. Design/methodology/approach The study is based on a survey of Swedish customers in two different retail categories: groceries and home decoration. Findings The results show that HRM image is distinct from a more traditional service image and that there is a significant relationship between favourable customer perceptions of an organization’s HRM and customers’ willingness to buy and pay a premium for products provided by the retail chain. This finding leads to the conclusion that HRM is not only relevant for employer branding, internal branding and operations management but also plays a significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is needed, both in theory and practice. Originality/value This study takes a holistic approach to marketing and is one of the first attempts to incorporate HRM and employer branding into the customer-based brand equity framework. Implications for future research, retailing and other businesses are discussed in the conclusion.

scholarly journals PRODUCT INNOVATION ON CUSTOMER SATISFACTION AND BRAND LOYALTY OF SMARTPHONE USERS

2021 ◽  
Vol 5 (2) ◽  
pp. 179-187
Author(s):  
Yuni Winarti ◽  
Sumitro Sarkum ◽  
Abd. Halim
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Product Innovation ◽  
Quantitative Methods ◽  
Market Competition ◽  
Added Value ◽  
Relative Advantage ◽  
Future Research ◽  
Innovation Attributes ◽  
The Relationship

This study investigates the effect of product innovation attributes (Relative advantage, Complexity, Compatibility, Trialability, and observability) on customer satisfaction and loyalty with experience as a moderator between customer satisfaction and brand loyalty. This study uses quantitative methods, using the help of SPSS 23, and uses a path analysis approach to determine the relationship between variables. Based on a sample of 100 people living in the Labuhan Batu Regency area, it was found that Relative advantage, Complexity, Compatibility, Trialability, and Observability had a positive effect on customer satisfaction. These results also found that the product innovation attribute was a major predictor of customer satisfaction. The results of the study reveal that loyal customers use smartphone services in accordance with and consistent with the given perceptions. In addition, the research results illustrate that customer satisfaction has a significant effect on brand loyalty. Furthermore, this study also found that experience significantly moderates customer satisfaction and brand loyalty. As a practical implication in good market competition, companies need to understand the needs of customers and provide added value to customers by providing innovative products. Innovation in a product can increase customer satisfaction and make customers commit to a brand. managers need to understand customer needs by creating value accordingly. This study is the first to investigate the relationship between product innovation attributes, customer satisfaction and experience as a moderator. Future research is expected to analyze the role of experience as an independent variable in influencing customer satisfaction and brand loyalty.

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