Building a sponsor’s equity through brand personality: perceptions of fans and rivals

2018 ◽  
Vol 8 (5) ◽  
pp. 454-468 ◽  
Author(s):  
Charitomeni Tsordia ◽  
Dimitra Papadimitriou ◽  
Artemisia Apostolopoulou
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Personality ◽  
Equation Modeling ◽  
Future Research ◽  
Perceived Fit ◽  
Sport Sponsorship ◽  
Content Type ◽  
Short Period ◽  
Managerial Implications

Purpose The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals). Design/methodology/approach The sponsorship deal between Microsoft (X-BOX), a global software company, and Panathinaikos BC, a popular basketball team located in Athens, Greece, was selected for this examination. Empirical data were collected through self-administered questionnaires from 222 fans and 271 rivals. Structural equation modeling was run to test the research hypotheses. Findings Results provided evidence that brand personality mediates the effect of fans’ perceived fit evaluations on brand equity variables. No mediation of brand personality was found for rivals, as perceived fit did not significantly affect either positively or negatively any of the brand equity variables for those study participants. Research limitations/implications The timing of data collection, which took place a short period after the sponsorship deal was announced, the low degree of rivalry reported as well as the fact that sponsorship activation initiatives were not taken into consideration are seen as limitations of this study. Suggestions for future research that would address each of these limitations are offered. Practical implications The study contributed theoretically to sport sponsorship literature by introducing the concept of brand personality as a means to enhance sponsors’ brand equity in a basketball sponsorship setting for both team fans and rivals. Interesting managerial implications have emerged for marketing managers of both sponsors and sponsees. Originality/value This is one of the very few studies that propose a process by which sponsors can deal with rivals’ negative associations, uncovering opportunities that may exist for companies in sponsoring competing teams.

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.

How sociable is your university brand? An empirical investigation of university social augmenters’ brand equity

2018 ◽  
Vol 32 (5) ◽  
pp. 912-930 ◽  
Author(s):  
Ahmed Eldegwy ◽  
Tamer H. Elsharnouby ◽  
Wael Kortam
Keyword(s):  
Undergraduate Students ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
University Administrators ◽  
Student Interactions ◽  
Content Type ◽  
Empirical Survey ◽  
University Branding ◽  
Managerial Implications

PurposeThe purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters’ brand equity.Design/methodology/approachDrawing on an empirical survey of 401 undergraduate students enrolled in private universities in Egypt, this study model was tested using structural equation modeling.FindingsThe findings reveal that university social augmenters’ reputation, coach-to-student interactions, and student-to-student interactions influence students’ satisfaction with social augmenters. The results also suggest that students satisfied with university social augmenters are more likely to exhibit outcomes of brand equity – namely, brand identification, willingness to recommend, and willingness to incur an additional premium cost.Practical implicationsThe results offer managerial implications for university administrators in their quest to enrich students’ university experiences and build strong sub-brands within the university setting. University social augmenters are found to have strong brand equity manifestations and may hold the potential to differentiate university brands in an industry dominated by experience and credence.Originality/valueThis research contributes to the extant literature by filling two gaps in university branding literature. First, previous research has never unified separate streams of literature related to augmented services and brand equity. Second, limited conceptual and empirical research on university branding in general and university social augmentation in particular has been conducted in emerging markets, which has resulted in conceptual ambiguity for the key factors constructing students’ university social experiences.

Brand equity, satisfaction, and switching costs

2015 ◽  
Vol 33 (2) ◽  
pp. 164-178 ◽  
Author(s):  
Galina Biedenbach ◽  
Maria Bengtsson ◽  
Agneta Marell
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
Structural Equation ◽  
Switching Costs ◽  
Professional Services ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Four Dimensions ◽  
Marketing Managers

Purpose – The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business (B2B) setting. The study considers the hierarchical effects between brand awareness, brand associations, perceived quality, and brand loyalty. Furthermore, the conceptual model examines the direct effect of switching costs on satisfaction. Design/methodology/approach – Structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. Findings – The findings demonstrate the significant impact of satisfaction and switching costs on brand equity in the B2B setting. Furthermore, the findings show the positive effect of switching costs on satisfaction. Research limitations/implications – The study is conducted in the professional services context. Future research can examine whether the observed effects can be found in other B2B settings and considering various B2B services and industrial goods. Practical implications – The study contributes to marketing managers’ understanding of how marketing actions aimed to increase satisfaction can affect brand equity. Marketing managers are provided with insights and evidence on how switching costs can impact satisfaction and brand equity. Originality/value – The study tests a unique conceptual model focussing on the causal relationships between four dimensions of brand equity, satisfaction and switching costs. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.

Unveiling the effects of figurative meanings in manipulated online hotel reviews on consumers' behavioral intentions

2020 ◽  
Vol 32 (8) ◽  
pp. 1799-1821
Author(s):  
Naeem Akhtar ◽  
Muhammad Nadeem Akhtar ◽  
Umar Iqbal Siddiqi ◽  
Muhammad Riaz ◽  
Weiqing Zhuang
Keyword(s):  
Structural Equation ◽  
Descriptive Analysis ◽  
Equation Modeling ◽  
Future Research ◽  
Word Choice ◽  
Sentence Structure ◽  
Content Type ◽  
Positive Effects ◽  
Online Ratings ◽  
Managerial Implications

PurposeThe present study develops a conceptual model that shows how the manipulation attributes of word choice, sentence fluency, convention of meaning, and organization of sentence structure in online hotel reviews are connected to linguistic errors, such as spelling and grammar and argument errors, how such errors intensify the likelihood that messages will be misunderstood, and how these misunderstandings affect customers' responses.Design/methodology/approachA structured questionnaire was employed to collect data from 591 inbound tourists in Beijing, China. Data analysis was conducted using SPSS 25.0 and Amos Graphics 23.0. Descriptive analysis was performed to explain the sociodemographic characteristic of respondents. Structural equation modeling was performed to examine hypothesized relationships.FindingsResults demonstrate that manipulation attributes increase linguistic errors, and two linguistic errors have profound positive effects on customers' understanding of meaning, which influence their responses in the form of negative online ratings and low purchase intentions.Originality/valueThe study's findings contribute to the literature on hospitality, linguistics, and consumer behavior, and have managerial implications for online review websites, online travel agents, and hotel management. Research limitations lead to suggestions for future research for hospitality scholars.

Examining the relationship between brand equity dimensions and university brand equity

2020 ◽  
Vol 34 (7) ◽  
pp. 1119-1141 ◽  
Author(s):  
Musa Pinar ◽  
Tulay Girard ◽  
Cigdem Basfirinci
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Future Research ◽  
Public And Private ◽  
Content Type ◽  
Association Learning ◽  
Differentiation Strategy ◽  
Brand Association ◽  
University Brand

PurposeIn response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for higher education institutions. As the number of universities (public and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand.Design/methodology/approachCompiling from the literature, the study used a survey instrument to collect data at a comprehensive public university in Turkey. To assure representation of students across the campus, the sample included students at freshmen, sophomore, junior, senior and graduate levels from all major colleges.FindingsBased on 1,300 usable surveys from students across all colleges of a major state university, the PLS-SEM model revealed significant relationships among the brand equity dimensions of brand awareness, perceived quality, brand association, learning environment, emotional environment, brand trust, brand loyalty and university reputation. These brand dimensions collectively and/or individually influence the students' university learning experiences that may result in creating strong university brand equity.Research limitations/implicationsThe study was conducted at a government-owned university in Turkey capturing only students' perceptions. Future research could benefit from perceptions of other stakeholders like faculty, staff, alumni, and parents and testing the relationships for different types of universities. This study discusses the implications for developing university branding strategies.Originality/valueThe study empirically tests the validity and effects of the university brand equity dimensions with Turkish university students using structural equation modeling (SEM). It confirms that the measures of brand equity dimensions are also applicable in a different country.

The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

2017 ◽  
Vol 18 (2) ◽  
pp. 180-195 ◽  
Author(s):  
Marilyn Giroux ◽  
Frank Pons ◽  
Lionel Maltese
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Brand Personality ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Content Type ◽  
Sports Industry ◽  
The Impact

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities and the impact on the brand equity. Design/methodology/approach Respondents (2,400) were recruited through an online survey and data were analyzed using structural equation modeling. Findings The survey revealed that the congruence between the brand personality and the promotional activities has a positive impact on its evaluation and on brand equity. In addition, the results showed that consumers who consider the financial strength of the team as an important factor evaluate more positively the value of congruent and incongruent promotional activities. Practical implications Brand managers should maintain consistency between their brand personality and their promotional activities in order to maintain and increase their brand equity. Originality/value The results contribute to the literature by investigating the impact of brand personality on the evaluation of promotional activities. Also, it examines an important factor (financial consciousness) that could influence how fans react in front of an incongruent promotional activity. This research brings a better understanding of the impact of brand personality on marketing strategies and brand equity.

Linking brand personality to brand equity: measuring the role of consumer-brand relationship

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anees Ahmad ◽  
Swapnarag Swain ◽  
Pankaj Kumar Singh ◽  
Rambalak Yadav ◽  
Gyan Prakash
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Personality ◽  
Primary Data ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship

Purpose This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship (CBR), which is represented through three variables, namely, brand trust, attachment and commitment. Design/methodology/approach This study adopts a cross-sectional descriptive research design. It included a mix of symbolic and utilitarian brands, namely, Pepsi and Sprite (soft drinks), Levi’s and Peter England (clothing), Pantene and Head and Shoulders (shampoos) based on their greater familiarity among Indian consumers. Primary data were gathered from 612 respondents through a self-administered online questionnaire survey approach. Structural equation modeling was performed to analyze data and validate the research model. Findings The present study establishes both direct, as well as the indirect linkage between brand personality and CBBE. Results also suggest a partial mediating role of the variables representing CBR while linking brand personality to CBBE. Originality/value The present study makes two contributions. First, it advances existing literature on brand personality and brand equity by establishing the mediating role of the CBR while linking brand personality to CBBE. Second, it establishes the importance of both the trust and attachment-based commitment mediator model of CBR influencing CBBE, which has not been addressed by prior studies.

The relative impacts of experiential and transformational benefits on consumer-brand relationship

2016 ◽  
Vol 25 (6) ◽  
pp. 586-599 ◽  
Author(s):  
Sabrina Trudeau H. ◽  
Saeed Shobeiri
Keyword(s):  
Structural Equation ◽  
Predictive Power ◽  
Equation Modeling ◽  
Future Research ◽  
Brand Experience ◽  
Brand Relationships ◽  
Content Type ◽  
Transformative Experiences ◽  
Brand Relationship ◽  
Managerial Implications

Purpose This paper aims to explore and compare the roles of brand’s experiential and transformational benefits in formation of consumer-brand relationships. Focusing on cosmetics consumption, the study investigates how brand’s experiential benefits (brand experience) and transformational benefits (self-esteem and self-expression) could impact the strength of consumer-brand relationships. Design/methodology/approach Data analysis was performed using structural equation modeling technique. The sample consisted of 373 university students, who completed self-administered questionnaires. Findings Results show that brand experience and self-expression have significant positive impacts on consumer-brand relationships. Brand experience plays a more important role, compared with transformational benefits, in this process. Theoretical and managerial implications are discussed. Research limitations/implications Future research could study possible transformative experiences across various industries. It could also use a more divergent sample that better represents general population. Originality/value This study is among the first in the literature to investigate the impacts of emerging sources of brand value, i.e. experiential and transformational benefits, in formation of strong consumer-brand relationships. It is also among the first to compare the predictive power of those two types of benefits in shaping brand-related outcomes.

Examination of customer-centric measures among different types of customers in the context of major Canadian ski resort

2018 ◽  
Vol 30 (2) ◽  
pp. 438-459
Author(s):  
Matti J. Haverila ◽  
Kai Christian Haverila
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
A Priori ◽  
Equation Modeling ◽  
Marketing Practice ◽  
Content Type ◽  
Ski Resort ◽  
Different Types ◽  
Managerial Implications ◽  
Satisfaction Model

Purpose Customer-centric measures such as customer satisfaction and repurchase intent are important indicators of performance. The purpose of this paper is to examine what is the strength and significance of the path coefficients in a customer satisfaction model consisting of various customer-centric measures for different types of ski resort customer (i.e. day, weekend and ski holiday visitors as well as season pass holders) in a ski resort in Canada. Design/methodology/approach The results were analyzed using the partial least squares structural equation modeling approach for the four different types ski resort visitors. Findings There appeared to differences in the strength and significance in the customer satisfaction model relationships for the four types of ski resort visitors indicating that the a priori managerial classification of the ski resort visitors is warranted. Originality/value The research pinpoints differences in the strength and significance in the relationships between customer-centric measures for four different types ski resort visitors, i.e. day, weekend and ski holiday visitors as well as season pass holders, which have significant managerial implications for the marketing practice of the ski resort.

Event innovation induced corporate branding

2017 ◽  
Vol 29 (3) ◽  
pp. 862-882 ◽  
Author(s):  
Fiona X. Yang ◽  
Sherry Xiuchang Tan
Keyword(s):  
Corporate Branding ◽  
Structural Equation ◽  
Corporate Image ◽  
The Body ◽  
Equation Modeling ◽  
Future Research ◽  
Event Management ◽  
Content Type ◽  
Body Of Knowledge ◽  
Corporate Loyalty

Purpose This paper aims to empirically investigate how event innovation may induce desirable corporate branding. Design/methodology/approach A survey yielded 280 complete responses from tourists who had attended an event in Macau. Structural equation modeling was used to test the innovation-corporate loyalty framework through perceived event value and corporate image, with a multi-group comparison to examine differences between first-time and repeat customers. Findings The results indicate that innovation is not only the key to value enhancement of the event but also an efficacious instrument of branding the parent company and building corporate loyalty; only product-related innovation has a significant impact on event value; both functional and emotional values induce a more favorable corporate image; and event-induced corporate branding is more effective in securing repeat business than attracting new clientele. Practical implications The findings help hospitality operators and event planners to leverage innovative events for corporate branding and cater to different customer segments by providing distinct marketing strategies. Originality/value The study contributes to the body of knowledge regarding event management and corporate branding and sheds light on future research to explore the initiative and benefit of pushing forward event innovation.

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