Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana

2014 ◽  
Vol 21 (1) ◽  
pp. 117-131 ◽  
Author(s):  
Emmanuel Selase Asamoah
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Random Sampling ◽  
Predictive Power ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Survey Method ◽  
Content Type ◽  
Brand Association ◽  
Large Enterprises

Purpose – This paper has three main objectives. The first objective examines the degree of interrelationship between the level of brand equity and the performance of SMEs, while the second objective examines the extent of the antecedents of brand equity (brand awareness, brand association, perceived quality and brand loyalty) in predicting SME performance. The last objective examines the effect of brand equity on the performance of SMEs when the level of brand loyalty is high. Design/methodology/approach – Questionnaires were used in collecting data from managers and customers of SMEs. The sample comprises 98 managers and 311 customers of SMEs. In order to ensure that various sectors of SMEs were covered, stratified random sampling was used; thus, 40 per cent of the SMEs were from the trade sector, 30 per cent from the agriculture sector, and 30 per cent from the small manufacturing sector. However, a simple random sampling method was used in the selection of customers. Findings – It was found that there is a positive relationship between the various dimensions of brand equity and SME performance. Results from the regression analysis indicate a strong predictive power of SME performance by brand association and brand loyalty compared to brand awareness and perceived quality. The study concludes that the performance of SMEs and brand equity is high when there is high brand loyalty among customers. Research limitations/implications – This study did not examine the level of control and the major decision-making factors when deciding on the focus of brand building in both small and large enterprises. Studies could be conducted to compare the predictive power of the antecedents of brand equity in different industries (services, manufacturing and trade) for both SMEs and large enterprises. Practical implications – Managers of SMEs must devote their attention to the building of brand loyalty among customers irrespective of the industry in which they operate. Strategies must also be developed for brand associations as it is a prerequisite for the growth and continuous survival of businesses in a highly competitive market. Originality/value – The originality and value of this paper lies in the cross-sectional survey method (different industries) that was used as well as the use of the CBBE model in examining the competitiveness and performance of SMEs.

Influences of the spokes-character on brand equity antecedents

2014 ◽  
Vol 26 (3) ◽  
pp. 494-515 ◽  
Author(s):  
En-Chi Chang
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Secondary Association ◽  
Content Type ◽  
Brand Association ◽  
Asian Market

Purpose – To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the discussion about spokes-characters’ functions in marketing and branding, particularly in the Asian market. Design/methodology/approach – Data were collected through a survey among university students in Taiwan. The survey questionnaire was based on the literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using structural equation modeling. Findings – The results in this study show that the spokes-character perception is properly reflected by likability, relevance and expertise and likability is the most salient attribute. The spokes-character perception influences brand awareness/association and perceived quality, which in turn influence brand loyalty. Research limitations/implications – This study suggests that likability, relevance and expertise are proper constructs connoting the spokes-character perception and verifies the influence of the spokes-character, as a source of secondary association, on brand equity antecedents, i.e. brand awareness/association, perceived quality and brand loyalty. This study also finds that the spokes-character serves as a cue of perceived quality. Practical implications – The suggested scale provides marketers with an instrument for measuring consumers’ perception of a potential spokes-character. Besides, when the advertiser or the marketer designs a spokes-character, the character should not only be likable, but also be relevant and show expertise relating to the endorsed brand. Originality/value – This study hopes to encourage more discussions about the utilization of the spokes-character in the Asian market because the discussion about how the spokes-character works in this market is still scant. This study also provides empirical evidence for the influence of a secondary association, i.e. the spokes-character, on brand equity antecedents.

scholarly journals The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

2019 ◽  
Author(s):  
Lingga Binangkitsari ◽  
Sulistiono
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Purchase Decision ◽  
P Value ◽  
Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

scholarly journals ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS

2019 ◽  
Vol 8 (12) ◽  
pp. 7154
Author(s):  
Ni Kadek Ayu Juniantari ◽  
Eka Sulistyawati
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Descriptive Analysis ◽  
Research Result ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Test Technique ◽  
Brand Association ◽  
Analysis Technique ◽  
Training Activities

This study aims to determine brand equity differences between Nike and Adidas from Denpasar athletes perception. The population in this study are all athletes in Denpasar who use the sport product brand Nike and Adidas to support training activities. The sample that used in this study is 100 respondents using Purposive Sampling method, and the data analysis technique used is Descriptive Analysis and T-test technique. Based on the research result, it shows that there are differences in brand awareness, brand association, perceived quality, and brand loyalty between Nike and Adidas sport product. Keywords : comparison, brand, brand equity, brand  awareness, brand association, perceived quality, brand loyalty

Brand equity in the Portuguese vinho verde “green wine” market

2018 ◽  
Vol 30 (1) ◽  
pp. 2-18 ◽  
Author(s):  
Ana Brochado ◽  
Fernando Oliveira
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Region Of Origin ◽  
Content Type ◽  
Brand Association ◽  
Body Of Knowledge ◽  
Wine Market ◽  
Main Determinants

Purpose This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach Data were collected from a sample of wine consumers in Portugal through personal interviews (N = 200). Structural equation modelling was then applied to study the causal relationships between brand equity and its dimensions (i.e. brand loyalty, brand awareness, perceived quality and brand association) for top-of-mind green wine brands, based on Aaker’s conceptual Framework (Aaker, 1991). Findings The study’s results reveal that brand loyalty is the most influential dimension of brand equity for Portuguese green wine and that the links between brand equity and both brand association and perceived quality are significant. These findings can help Portuguese wineries to prioritise – and allocate resources across – brand equity dimensions. Originality/value Although the literature identifies dimensions of brand equity in other industries, the literature on the wine market is still sparse. This study, therefore, contributes to expanding this body of knowledge.

scholarly journals Penilaian Konsumen Tentang Ekuitas Merek Shopping Mall di Surabaya (Studi Pada Tunjungan Plaza, Surabaya Plaza, dan Mal Galaxy)

2018 ◽  
Vol 2 (1) ◽  
pp. 72
Author(s):  
ACHMAD ROFIAN DJUNAEDI ◽  
Sri Setyo Iriani
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Shopping Mall ◽  
Brand Awareness ◽  
Brand Association

Tunjungan Plaza, Surabaya Plaza, Mal Galaxy is part of a shopping mall that has a longevity brand in Surabaya, was established before the 2000th and still exist today. Tunjungan Plaza, Surabaya Plaza, and the Mal Galaxy have the outlet mall and tenant with famous brand, both brands from Indonesia and an international brand. Each of the shopping mall has a marketing strategy to build strong brand equity at the consumers perception. Brand equity may increase or decrease the value given by the shopping mall to the company or its customers. This research aims to determine consumer’s assessment of shopping mall brand equity in Surabaya, brand equity is measured by brand awareness, brand association, perceived quality, and brand loyalty. These results shows that Tunjungan Plaza is a shopping mall that brand awareness is remembered by most responden, most positively associated, and the highest brand loyalty, while the Mal Galaxy  is a shopping mall which considered by respondents to the best perceived quality. Overall, Tunjungan Plaza is a shopping mall which has the strongest brand equity in Surabaya.

scholarly journals Male And Female Influence On Hypermarket Brand Equity

2011 ◽  
Vol 7 (9) ◽  
Author(s):  
Hui-Chu Chen ◽  
Robert D. Green ◽  
James Miller
Keyword(s):  
Gender Differences ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Equity Theory ◽  
Perceived Quality ◽  
Consumer Product ◽  
Brand Awareness ◽  
Male And Female ◽  
Research Opportunities ◽  
Brand Association

Based on the customer-based brand equity theory (Keller, 1993) and its retail construct measures of brand loyalty, brand awareness, perceived quality, and brand association (Pappu, Quester, and Cooksey, 2006), gender differences are presented, tested and analyzed. The study finds that females have significantly higher brand association (p < 0.01) and total brand equity (p < 0.05). This article concludes with the implications and research opportunities for branding scholars and to consumer product manufacturers and retailers.

scholarly journals Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor)

2016 ◽  
Vol 1 (1) ◽  
pp. 24
Author(s):  
Fredie Pratama ◽  
Jono M. Munandar
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Growing Up ◽  
Brand Association ◽  
Strong Position ◽  
Market Leader ◽  
High Level

<em>Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people’s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers’ minds. The objective of this research is to analyze Pocari Sweat’s brand equity. It covers several elements: brand awareness, brand association, brand’s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn’t have a strong brand loyalty yet.</em>

scholarly journals A Study of the Effectiveness of Brand Equity Effecting Student’s Preference Towards Enrolling into The Institutional of Higher Learning, in Klang Valley

2021 ◽  
Vol 2 (1) ◽  
pp. 9-15
Author(s):  
Muhamad Zafri Bin Akadi Akadi ◽  
Vincent Wee Eng Kim
Keyword(s):  
Regression Analysis ◽  
Brand Equity ◽  
Brand Loyalty ◽  
High Speed ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Business Climate ◽  
Brand Association ◽  
Klang Valley ◽  
Levene Test

In Malaysia, high-speed university growth is confronted with the business climate. The notion of branding was at variance with business research for the university, it should or should not be shown. The purpose of the review is to display the significant impact of brand equity, on Brand awareness, Brand association, Brand Loyalty and Perceived Quality. In this study, one dependent variable and 4 independent variables was tested. Brand equity is defined in this term as the distinction of the firm and what may be the element to be in brand equity. A realistic, non-random sampling technique was made to test the hypothesis of Brand awareness, Brand association, Brand Loyalty and Perceived Quality effect on brand equity. One hundred and sixty-five surveys have been sent across Whatsapp and emails to Klang Valley with different age groups. The responses from the survey were tested by SPSS. To test the reliability (internal consistency) of the data, Cronbach alpha was performed. The data was initially tested for levene test before it has been tested using regression analysis. Then, when the test not violate null hypothesis, regression analysis such as ANOVA was performed. To accept the hypothesis of objective, the person correlation coefficient was performed. The study revealed which Brand awareness, Brand association, Brand Loyalty and Perceived Quality do have huge influence on brand equity. This finding will not only provide a credible basis for the possible service industry, such as colleges. It is also a crucial potential research strategy to boost the brand value for the organization.

scholarly journals PENGARUH BRAND EQUITY TERHADAP LOYALITAS NASABAH PT. BANK PANIN DUBAI SYARIAH, TBK. CABANG PALEMBANG

2018 ◽  
Vol 3 (1) ◽  
pp. 64
Author(s):  
Kemas Afandi Abdullah ◽  
Luis - Marnisah ◽  
Siti Komariah Hildayanti
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Association

<p>Penelitian ini bertujuan untuk menganalisis pengaruh <em>Brand Awareness, Brand association, perceived quality, Brand loyalty </em>terhadap loyalitas nasabah PT. Bank Panin Dubai Syariah Bank, Tbk. Cabang Palembang, secara parsial dan secara bersama terhadap loyalitas nasabah PT. Bank Panin Dubai Syariah Bank, Cabang Palembang. Didisain menggunakan analisis kuantitatif deskriptif, dengan sampel sebanyak 92 nasabah yang diambil dari 1126 nasabah dengan menggunakan Teknik Sloven. Pengumpulan data menggunakan Teknik kuesioner dan data diolah dengan tools analisis SPSS 22.</p><p>Melalui uji hipotesis dapat diketahui bahwa Brand awareness tidak dapat memengaruhi Loyalitas Pelangan dengan P 0,152&gt;0,05 dan t. hitung 1.445&lt;t.tabel 1.9839, terdapat pengaruh perceived quality terhadap loyalitas pelangan dengan signifikansi 0.038&lt;0,05 dan t.-hitung 1.998&gt;t-tabel 1.9839, Brand loyalty berpengaruh terhadap loyalitas pelangan dengan tingkat signifikansi 0,026&lt;0,05 dan t. hitung 2.219&gt;t.tabel 1.9839, brans association memengaruhi loyalitas merk dengan tingkat signifikansi 0,00&lt;0,05 dan t hitung 3.699&gt; t.tabel 1.9838, dan <em>Brand Awareness</em>,<em>Brand association, perceived quality, Brand loyalty berpengaruh </em>terhadap loyalitasnasabah Bank Panin Dubai Syariahsignifikansi 0,00&lt;0,05 dan F hitung 7,655&gt; F.tabel 2.700. Benang merah penelitian bahwa; <em>Brand Awareness </em>tidak berpengaruh terhadap loyalitas pelanggan, <em>Brand association, perceived quality, Brand loyalty berpengaruh </em>terhadap loyalitas nasabah Bank Panin Dubai Syariah, dan <em>Brand Awareness</em>,<em>Brand association, perceived quality, Brand loyalty berpengaruh secara </em><em>b</em><em>ersama </em>terhadap loyalitas nasabah Bank Panin Dubai Syariah.</p><p> <strong>Kata Kunci :</strong><em> Brand Awareness,Brand association, perceived quality, Brand loyalty</em><em>terhadap loyalitas</em></p>

scholarly journals EKUITAS MEREK BATIK BANGKALAN DAN RESEPSI MASYARAKAT MADURA

2016 ◽  
Vol 4 (1) ◽  
pp. 45
Author(s):  
Raniawati Rachman
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Hypothesis Test ◽  
Sampling Technique ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Test Results ◽  
Linear Effect ◽  
The Public ◽  
Brand Association

The purpose of this study was to analyze and describe brand equity of Batik Bangkalan and analyze public reception of Madura batik, as well as to analyze and describe the influence of brand equity Batik Bangkalan - Madura towards public reception in Madura. This type of research was quantitative with an explanatory approach. The population in this research was society of Bangkalan Madura. Samples were taken from consumers who visit the center of batik gallery in Bangkalan - Madura amount 100 respondents. The sampling technique used accidental sampling. Technique of analyzing data used multiple linear regression analyzes to examine a causal relationship between the causes variables namely brand equity (X) towards the effect variable namely reception of Madura society (Y). Hypothesis test results showed that simultaneously brand equity consists of brand awareness, brand association, perceived quality and brand loyalty linear effect on society reception. Partially, that significantly influence the public reception was brand awareness while brand association, perceived quality and brand loyalty has no significant effect. Variables that dominant influence on the public reception was brand awareness.

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