scholarly journals Customer-based brand equity index of Kurukshetra

2019 ◽  
Vol 26 (1) ◽  
pp. 48-61
Author(s):  
Pooja Rani
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Emerging Market ◽  
Secondary Data ◽  
Equation Modeling ◽  
Content Type ◽  
Destination Attractiveness ◽  
Equity Index ◽  
Equity Perspective

Purpose This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra. Design/methodology/approach For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods. Findings The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination. Practical implications It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism. Originality/value This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.

Spillover effects of a firm's relationship marketing orientation in the logistics triad

2014 ◽  
Vol 25 (2) ◽  
pp. 270-288 ◽  
Author(s):  
Adriana Rossiter Hofer ◽  
Ronn J. Smith ◽  
Paul R. Murphy
Keyword(s):  
Relationship Marketing ◽  
Structural Equation ◽  
Positive Impact ◽  
Emerging Market ◽  
Spillover Effects ◽  
Strategic Orientation ◽  
Equation Modeling ◽  
Content Type ◽  
Marketing Orientation

Purpose – The central tenet of this paper is that a firm's efforts to nurture a long-term relationship with a third-party logistics (3PLs) will be influenced by its strategic orientation toward its own customers. The purpose of this paper is to propose that there will be a spillover effect of a firm's relationship marketing orientation (RMO) toward its customers on the nature of a firm's relationship with its 3PL, positively impacting its logistics performance. Design/methodology/approach – A survey was administered to logistics managers in Brazilian firms that employ the services of a large 3PL. The model was tested via structural equation modeling. Findings – Results of this research suggest that a firm's RMO toward its customers has a positive impact on the long-term orientation (LTO) toward the relationship with its 3PL, ultimately improving the firm's operations performance. Additionally, the findings reveal that the positive effect of RMO on LTO is stronger for higher levels of a firm's dependence on its 3PL. Research limitations/implications – The results provide initial evidence that when a RMO is embedded in a firm's strategies toward its customers, there will be spillover effects on both the nature and outcomes of relationships with other partners, such as 3PLs. Research limitations include the survey implementation in an emerging market, and surveying clients of a single 3PL. Practical implications – From the perspective of the 3PL, when selecting new clients, it is important to investigate how these potential clients relate to their own customers. In other words, 3PLs should investigate whether these potential clients embrace RMO toward their downstream customers. If that is the case, the client will be more likely to have LTO with the 3PLs with which it works. Originality/value – While most studies in logistics outsourcing demonstrate that interorganizational conditions are key determinants of long-term and collaborative relationships with 3PLs, this study provides initial evidence that when a strategic orientation – RMO – is embedded in a firm's strategies and operations toward its customers, there will be spillover effects on both the nature and outcomes of relationships with 3PLs as well.

Is lodging research suffering from methods bias? An assessment of published research during 1990-2016

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Faizan Ali ◽  
Mehmet Ali Koseoglu ◽  
Fevzi Okumus ◽  
Eka Diraksa Putra ◽  
Mehmet Yildiz ◽  
...  
Keyword(s):  
Structural Equation ◽  
Quantitative Methods ◽  
Empirical Studies ◽  
Secondary Data ◽  
Equation Modeling ◽  
Content Type ◽  
Data Collection And Analysis ◽  
Hospitality And Tourism ◽  
Method Bias ◽  
Published Research

Purpose The study aims to investigate if lodging research suffers from a method bias by comprehensively reviewing the research methodology used in lodging related research articles. Design/methodology/approach In all, 2,647 published papers in 16 leading hospitality and tourism published between 1990 and 2016 are analyzed using bibliometric technique. Findings In all, 69% of the empirical studies in lodging research across 26 years period used quantitative methods, with an increasing reliance on regression-based analysis and structural equation modeling, a disturbing plunging trend in methods diversity. Findings also suggest an increasing trend of using secondary data. Research limitations/implications Based on the findings of this study, theoretical and practical implications for hospitality and tourism researchers are provided. Originality/value This is the first study that reviewed a large corpus of published research (2,647 papers in 16 hospitality and tourism journals from the last 27 years) to highlight (a) methodology used, (b) methods employed and (c) data collection and analysis procedures.

Effect of social capital on agribusiness diversification intention in the emerging market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Le Dang Lang ◽  
Abhishek Behl ◽  
Nguyen Trung Dong ◽  
Yama Temouri ◽  
Nguyen Hong Thu
Keyword(s):  
Social Capital ◽  
Global Economy ◽  
Structural Equation ◽  
Emerging Market ◽  
Measurement Scale ◽  
Equation Modeling ◽  
Group Discussions ◽  
Content Type ◽  
Depth Interviews

PurposeCoronavirus disease 2019 (COVID-19) has seriously affected the global economy. How agribusinessmen are overcoming this crisis is being noticed in emerging markets. Using social capital to diversify agribusiness for getting more customers is a useful solution for the growth of agribusiness. However, there is a lack of evidence on the aggregate measurement scale of social capital and the influence of behavioral goals on the intention toward agribusiness diversification. Therefore, this study aims to develop an integrated measurement of social capital and investigate its effect on agribusiness diversification intention using the expanded theory of planned behavior (TPB).Design/methodology/approachA mixed-methods approach is used, including four in-depth interviews, three focus group discussions and two surveys. Structural equation modeling is applied to a sample of 484 respondents to test the proposed hypotheses.FindingsThe study shows the role of social capital in influencing the intention to diversify agribusiness under the premises of the resource-based view (RBV). The scale of social capital is also developed, which is the first integrated measurement of this asset. The findings contribute significantly to the existing knowledge of social capital, the TPB and diversifying agribusiness.Originality/valueThis is the first study to explore the comprehensive effect of the facets of social capital on behavioral intention through behavioral goals and determinants of the TPB under the premises of the RBV. The findings will help emerging economies, for example, Vietnam, where most farmers are family business owners or microscaled entrepreneurs in agriculture.

What makes up intentions to purchase the pioneer? A theory of reasoned action approach in India and the USA

2018 ◽  
Vol 13 (5) ◽  
pp. 734-757 ◽  
Author(s):  
Tarek Mady
Keyword(s):  
Social Norms ◽  
Purchase Intention ◽  
Structural Equation ◽  
Theory Of Reasoned Action ◽  
Reasoned Action ◽  
Dominant Role ◽  
Emerging Market ◽  
Equation Modeling ◽  
Content Type ◽  
The Usa

Purpose The purpose of this paper is to extend the research paradigm focusing on behaviorally-based first-mover advantages (FMA) by applying the widely-accepted Theory of Reasoned Action (TRA) and offers insights into differences between a mature market (USA) and an emerging market (EM) (India) regarding how intentions to purchase the pioneer are formed. Design/methodology/approach Utilizing samples of 208 USA and 194 Indian consumers, hypotheses examining the underlying beliefs, attitudes, social norms and purchasing intentions regarding pioneer brands are developed and tested using structural equation modeling. Findings Insights from the study suggest the TRA provides a means for assessing behaviorally-based FMAs across cultures, even as manifestations of purchase intentions differ significantly. According to the TRA and findings of this study, intentions are a function of overall attitudes and social norms. In the USA, individual attitudes were found to play a more significant role than social norms in formulating purchase intention. In India, social norms played a more dominant role in intention formation. Originality/value The study represents one of the first empirical attempts to shed light on the extent of behaviorally-based FMAs in an EM and how manifestations of intention to purchase the pioneer differ from mature markets. The study expands the behavioral paradigm of analysis to include one of the most sought-after EMs today (India) and provides one of the first empirical studies to utilize the TRA in addressing behaviorally-based FMAs.

scholarly journals Examining the ParticipACTION brand using the brand equity pyramid

2018 ◽  
Vol 8 (4) ◽  
pp. 378-396 ◽  
Author(s):  
Alexander Lithopoulos ◽  
Peter A. Dacin ◽  
Tanya R. Berry ◽  
Guy Faulkner ◽  
Norm O’Reilly ◽  
...  
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Exploratory Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Equation Modeling ◽  
Content Type ◽  
Activity Promotion ◽  
Confirmatory Factor

Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model. Findings A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables. Practical implications Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own. Originality/value This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.

Improving competitiveness in education institutes – ABC’s neglected potential

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
John Sorros ◽  
Petros Lois ◽  
Melita Charitou ◽  
Alkiviadis Theofanis Karagiorgos ◽  
Nicholas Belesis
Keyword(s):  
Customer Value ◽  
Structural Equation ◽  
Cost Allocation ◽  
Added Value ◽  
Equation Modeling ◽  
Educational Institutions ◽  
Resource Exploitation ◽  
Content Type ◽  
Cost Strategy

Purpose Because of the education sector’s evolution, accounting initiatives are required regarding competitiveness. Activity-based costing’s (ABC) neglected potential as a cost strategic tool initiated this research, which aims to identify administrative and operational factors that support or hinder its implementation in educational institutions as a predictor of competitiveness. Design/methodology/approach A theoretical model was proposed and tested through structural equation modeling to identify relationships between accounting departments, cost procedures, the transmissibility of information and competitiveness. Using quantitative and qualitative methods, a scale of items was derived, denoting an institute’s cost strategy and ABC implementations and returned from 417 Greek education institutes. Findings An accounting department’s role in accurate data transmissibility and an institution’s organizational structure significantly affect cost-related competitiveness. The importance of information sharing is strengthened by current cost allocation capabilities and the accounting department’s influence on management. Research limitations/implications ABC’s limited implementation in the Greek education sector complicated the theoretical model’s construction, as a variety of geographical and institutional factors were taken into consideration. Practical implications Customer value provides a competitive advantage and constitutes the basis of solid price strategies. Research demonstrates ABC’s importance for education institutions’ competitiveness and resource exploitation. Social implications Education’s commercialization urges costing strategy prioritization. ABC could benefit competitiveness and attract long-term funds and investments. To create value institutions, the allocation of incurred costs to added-value activities is crucial. Originality/value This study sheds light on vague issues institutions face when dealing with ABC. Understanding accounting departments’ influence shows ABC’s feasibility even for smaller or less efficiency-oriented education institutions.

Exploring the antecedents of retail banks’ reputation in low-bankarization markets: brand equity, value co-creation and brand experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luís Daniel Martillo Jeremías ◽  
Ana Isabel Polo Peña
Keyword(s):  
Financial Institutions ◽  
Brand Equity ◽  
Low Income ◽  
Financial Literacy ◽  
Structural Equation ◽  
Banking Sector ◽  
Retail Banking ◽  
Equation Modeling ◽  
Brand Experience ◽  
Content Type

PurposeThe present study aims to propose and validate a model to measure certain variables that may contribute to increasing the bankarization rate (uptake of retail banking services) among developing-economy populations characterized by poor financial literacy and low income levels.Design/methodology/approachA quantitative empirical study is carried out in the retail banking sector of a country with low-bankarization rates. Using a self-administered questionnaire distributed online, structural equation modeling is applied to analyze the relationships between value co-creation, brand experience, brand equity and reputation.FindingsThe results show that brand equity is an antecedent of reputation that values co-creation, and brand experience positively influences brand equity and that values co-creation that positively influences brand experience.Social implicationsThe bankarization rate of a developing country is generally taken as an indicator of the socioeconomic wellbeing of its population. Where there is a low-bankarization rate, this renders it more difficult for financial institutions to build their reputation to attract new customers and retain existing ones. Strategies are, therefore, proposed to improve the reputation of financial institutions in such settings and, thus, contribute to increasing the bankarization rate.Originality/valueThe findings of this study provide an original perspective that offers a deeper understanding of the mechanisms that enable banks operating in low-bankarization markets to enhance their reputation through strategies based on customer–company interaction and branding (with the variables of brand equity, brand experience and value co-creation).

Adoption of mobile banking at the bottom of the pyramid: an emerging market perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sonal Purohit ◽  
Rakhi Arora
Keyword(s):  
Technology Acceptance ◽  
Migrant Workers ◽  
Structural Equation ◽  
Emerging Market ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Bottom Of The Pyramid ◽  
Mobile Banking ◽  
Content Type

PurposeThis paper aims to investigate the factors that affect mobile banking adoption among the bottom of the pyramid (BoP) group in an emerging market.Design/methodology/approachData were collected from 332 bank customers in the BoP group through a questionnaire based on previously validated scales. Structural equation modeling (SEM) was applied using SmartPLS 2.0 to analyze the data.FindingsIt was found that perceived usefulness (PU) and perceived ease of use (PEoU) influence the attitude toward mobile banking positively whereas the perceived risk (PR) and perceived deterrents (PDs) influence the attitude negatively. The subjective norms (SNs) and the attitude positively affect mobile banking adoption. Knowledge of mobile banking has a strong effect on the PEoU, but it does not influence the PU of mobile banking.Originality/valueThis research makes an original contribution to the extant research and fills the gap by exploring the factors that affect the mobile banking adoption among a distinct BoP group (migrant workers) in an emerging market. The authors make use of knowledge of mobile banking and PDs as novel and important constructs in the technology acceptance model (TAM) to explore the factors that affect mobile banking adoption among the BoP.

The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yucheng Zhang ◽  
Jing Li ◽  
Chih-Hsing Liu ◽  
Yimo Shen ◽  
Guiquan Li
Keyword(s):  
Intrinsic Motivation ◽  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
The Relationship ◽  
Night Markets ◽  
Research Studies

PurposeResearch on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.Design/methodology/approachIn this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.FindingsThe SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.Research limitations/implicationsThere may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.Originality/valueThis research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kyuho Lee ◽  
Stella Kladou ◽  
Ahmet Usakli ◽  
Yunxia Shi
Keyword(s):  
Service Quality ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Wine Tourism ◽  
Chinese Wine ◽  
Destination Brand ◽  
The Impact

PurposeThe purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese wine tourists.Design/methodology/approachThis study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).FindingsThe results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.Research limitations/implicationsThis study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.Practical implicationsThe results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.Originality/valueExtant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.

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