Can advanced technology affect customer-based brand equity in service firms? An empirical study in upscale hotels

2016 ◽  
Vol 26 (1) ◽  
pp. 2-27 ◽  
Author(s):  
Maja Šeric ◽  
Irene Gil-Saura ◽  
Alejandro Mollá-Descals
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Perceived Quality ◽  
Advanced Technology ◽  
Business Strategies ◽  
Service Firms ◽  
Content Type ◽  
Consumer Perspective ◽  
Information And Communication ◽  
The Impact

Purpose – The purpose of this paper is to empirically test the impact of perceived information and communication technology (ICT) on creation of brand equity within service firms, more specifically upscale hotels. The relationships between ICT and three brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty are examined. Design/methodology/approach – The empirical research was conducted in 20 upscale hotels in Rome-Italy, collecting data from 335 guests. Findings – Advanced ICT directly influences perceived quality and image, while the impact of ICT on loyalty is mediated by perceived quality. Additionally, positive and significant relationships are found between the three brand equity dimensions. Research limitations/implications – The lack of significance of ICT impact on loyalty needs further attention. Future studies could center on this specific relationship, examining whether hotel companies that implement technology efficiently are able to deal with loyalty. Practical implications – Managers are encouraged to invest in advanced technologies as their adoption and subsequent perception among guests can shape brand image and perceived service quality, thus influencing brand equity from the consumer perspective. Originality/value – The contributions of this paper are fourfold. First, the ICT and customer-based brand equity concepts are studied together in the hotel context. Second, the inter-relationship among the three brand equity dimensions is analyzed. Third, the model is tested from the guest perceptive, as customers themselves can provide the most valuable inputs for business strategies. Finally, the work contributes to the service field by providing an empirical evidence on the potential and impact of advanced technology.

Managing consumer-based brand equity through brand experience in Islamic banking

2017 ◽  
Vol 8 (2) ◽  
pp. 218-242 ◽  
Author(s):  
Mohsin Altaf ◽  
Naveed Iqbal ◽  
Sany Sanuri Mohd. Mokhtar ◽  
Maqbool Hussain Sial
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Combined Effect ◽  
Brand Awareness ◽  
Islamic Banking ◽  
Brand Experience ◽  
Islamic Banks ◽  
Content Type

Purpose The purposes of the study are to investigate the role of brand experience in the generation of consumer-based brand equity (CBBE) in Islamic banking and to identify the important components of brand equity, in light of Aaker (1991) and Keller (1993), who combined effect on brand loyalty to effectively manage CBBE in Islamic banking. Design/methodology/approach Paper and pencil technique was used to collect data from the consumers of Islamic banking products. In total, 365 respondents were finally considered for data analysis. Convenient sampling technique was used to collect data. Correlation, multiple regression and hierarchical regression techniques were used with the aid of SPSS and AMOS to analyse the data. Findings The results show that perceived quality, brand image, brand experience, brand loyalty and brand awareness are positively associated and have a significant influence on overall brand equity. Based on the results, the study concludes that perceived quality is an important variable in the management of CBBE in Islamic banking to improve overall brand equity. Hence, it is concluded that perceived quality, brand experience and brand image are the most important focusing areas from CBBE in the management of Islamic banks’ brand equity and cannot be undervalued. Practical implications The research findings illustrate the importance of brand experience and effects of overall brand equity dimensions in the process of building strong brand equity of Islamic banks. Therefore, this research has implications not only for experiential marketing but also for human resource managers and brand managers. The scope of the present study is limited only to the consumers of Islamic banks products of Malaysia and Pakistan. Originality/value Brand management literature focused on the components of brand equity model and its importance in creating overall brand equity. Previous studies are yet to investigate the combined effect of brand equity components (perceived quality, brand awareness, brand image and brand loyalty) to manage overall brand equity. Therefore, the present research fills the gap by investigating the combination of best brand equity components that are very effective to manage brand loyalty and overall brand equity. Second, this study investigates the impact of brand experience on CBBE components in Islamic banking which has not been tested before in Islamic banking.

Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam

2019 ◽  
Vol 74 (3) ◽  
pp. 704-720 ◽  
Author(s):  
Vinh Trung Tran ◽  
Nguyen Phuc Nguyen ◽  
Phuong Thi Kim Tran ◽  
Tuan Nien Tran ◽  
Thuan Thi Phuong Huynh
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Tourism Industry ◽  
Tourism Destination ◽  
Content Type ◽  
Positive Effects ◽  
Destination Brand

Purpose This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists. Design/methodology/approach Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses. Findings The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity. Originality/value An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

Rebuilding a global brand under crisis – case of a global brand Maggi

2019 ◽  
Vol 13 (2) ◽  
pp. 118-139 ◽  
Author(s):  
Rajesh Kumar Srivastava
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Image ◽  
Communication Strategy ◽  
Purchase Behavior ◽  
Primary Research ◽  
Content Type ◽  
Global Brand ◽  
Brand Crisis ◽  
The Impact

Purpose The purpose of this paper is to study whether the controversy because of brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behavior. Design/methodology/approach The research methodology consisted of two types of data: primary and secondary data. The secondary research consisted of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behavior. Findings Maggi used social media extensively to address the issue and re-build the brand reliability and confidence among its users. Communication strategy adopted by focusing on the past experience of consumers and using them as a spokesperson generated a positive sentiment towards the brand under crisis. Research limitations/implications While Maggi suffered the backlash because of the controversy across the length and breadth of India and was banned in a number of states, the author could conduct the primary research only in one city of the state of Maharashtra, Mumbai. The effectiveness of the survey was impacted because of the geographic limitations the author faced while collecting the responses. The survey would have definitely been more effective, with responses collected from different states and with more number of respondents. Fishbein is very old, from the 1980s, even though this theory has met the test of time. Application of the effect of experiences on experiential perceptions and how this influences value through networking could have been used to explain the same. Practical implications An important implication of this paper’s findings for practice, therefore, is that brands should incessantly strive to maintain the consumers’ level of trust, as it is essential for the preservation of the brand equity after a crisis. Crisis-stricken brands should safeguard their reputations from the negative effects of crises. It is even more important for any brand to act appropriately when the cause of the crisis is attributed to its actions and processes. Managers have to address the quality of products in case of brand crisis for restoring trust, image and reliability in the brand. Right type of communication to right targeted consumers will help in the restoration of the image, trust on the brand and bring back loyal customers. Managers have to build brand equity on a regular basis, as a strong brand can recover faster as seen from this paper. Originality/value This paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy can be adopted to regain the mind share and equity. This paper will help the brands in the future to know how a crisis can be managed efficiently by drawing a cue from the strategies implemented by Maggi.

scholarly journals Brand personality and brand equity: evidence from the sportswear industry

2015 ◽  
Vol 24 (2) ◽  
pp. 124-133 ◽  
Author(s):  
Jin Su ◽  
Xiao Tong
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Brand Personality ◽  
Innovation Activity ◽  
Contributing Factors ◽  
Personality Dimensions ◽  
Content Type ◽  
Four Dimensions ◽  
Consumer Perspective ◽  
The Impact

Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and brand equity in the context of sportswear brands. It confirmed that consumers do associate particular brand personality dimensions with sportswear brands, and certain dimensions of brand personality have a direct impact on brand equity. The study showed that not all brand personality dimensions have the same influence in increasing the value of a sportswear brand from a consumer perspective, some dimensions being more efficient than others. The findings provide insights as to what dimensions of brand personality would deliver the best result in today’s competitive sportswear market.

scholarly journals Web-based marketing communication to develop brand image and brand equity of higher educational institutions

2019 ◽  
Vol 69 (3) ◽  
pp. 151-169
Author(s):  
Md. Abdul Momen ◽  
Seyama Sultana ◽  
A.K.M. Ahasanul Haque
Keyword(s):  
Search Engine ◽  
Brand Equity ◽  
Brand Image ◽  
Educational Institutions ◽  
Marketing Communication ◽  
Higher Educational Institutions ◽  
Web Based ◽  
Content Type ◽  
Higher Educational ◽  
The Impact

Purpose Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions. Design/methodology/approach The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used. Findings In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant. Research limitations/implications Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature. Practical implications Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet. Originality/value This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.

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.

Understanding brand equity in hotel firms. What is the role of brand loyalty and satisfaction?

2019 ◽  
Vol 31 (9) ◽  
pp. 3526-3546 ◽  
Author(s):  
Maja Šerić ◽  
Irene Gil-Saura
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Proposed Model ◽  
Brand Satisfaction

Purpose This paper aims to focus on examining the relationships between hotel brand equity (BE), brand satisfaction (BS) and brand loyalty, considering both behavioral loyalty (BL) and attitudinal loyalty (AL). These relationships are tested through seven causal models, i.e. one proposed model (PM) and six alternative models (AMs). Design/methodology/approach The fieldwork was conducted among 360 hotel guests in Spain in 2016. Findings The findings reveal that the PM, which considers BL, AL and BS as direct antecedents of BE, performed better than the alternative ones. AL is confirmed as the most significant driving factor of hotel BE, followed by brand image and perceived quality. Research limitations/implications More rigorous measurement of brand image could be used as some of its indicators did not result significantly. Practical implications AL needs to be highly encouraged, as concerning customers’ subjective disposition and appraisal of a brand helps them maintain preference for the brand over alternatives. In addition, a positive brand image and superior perceived quality should be considered by hotel marketers as a basis for BE building. Originality/value The models proposed in this study can be used to examine how hotel BE results from its potential antecedents and outcomes. The significant insight lies in identifying key drivers of BE and in considering the causal relationships between BE, satisfaction and loyalty in hotel firms.

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.

Customer based brand equity: evidence from the hotel industry

2007 ◽  
Vol 17 (1) ◽  
pp. 92-109 ◽  
Author(s):  
Rüçhan Kayaman ◽  
Huseyin Arasli
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Three Dimensional ◽  
Hotel Industry ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Three Dimensional Model ◽  
Content Type ◽  
Hotel Managers

PurposeThe paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer‐based hotel brand equity.Design/methodology/approachThe paper is based on the recommendations of previous studies, the scale constructed to measure consumer‐based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11 different countries whose accommodation in North Cyprus hotels was used to test the relations of the proposed model Path analysis.FindingsThe findings in this paper support the three‐dimensional model of customer‐based brand equity in hotel industry. Brand awareness dimension was not found significant in the tested model for hotels. The present study contributes to the understanding of customer‐based brand equity measurement by examining the dimensionality of this construct.Research limitations/implicationsFurther research in this paper should attempt to examine brand equity across many different hotel categories. This will give the opportunity to make comparisons between different hotels' products and this concept. Furthermore, intra relationship of customer based‐brand equity components on the hotel performance needs to be investigated.Practical implicationsThe paper shows that hotel managers and executives should try to influence; perceived quality, brand loyalty, brand image and brand awareness in their organizations and design their service delivery process by considering relations between customer based brand equity components.Originality/valueThe principal contribution of the paper is that it provides important insights into the development and measurement of customer based hotel brand equity scale and limited hotel brand equity literature.

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