A visitor-based brand equity perspective: the case of a public festival

Purpose – This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand quality and perceived value; the impact of perceived brand image on perceived brand quality and brand loyalty; and the impact of perceived brand quality on perceived value and brand loyalty. Design/methodology/approach – The conceptual model was tested with an onsite sample of a public festival referred to as the VEISHEA (Veterinary Medicine, Engineering, Industrial Science, Home Economics and Agriculture) festival, which is located in a Midwestern college-town. Confirmatory factor analysis and structural equation modeling were used to reach the goals of the study. Findings – The findings revealed that improving attendees’ awareness is a keystone in promoting brand quality perceptions, increasing perceived value and creating favorable brand image. Perceptions of quality on brand loyalty were stronger than any other effect, pointing out the need for superior quality. These findings confirmed that a public festival which does not require visitor admission fees can increase visitors by utilizing branding strategies, as has been done with other types of festivals. Research limitations/implications – This research was conducted at a public festival. Further study should be conducted at other festivals/events. Analysis of antecedents such as advertising and promotions in the brand equity creation process will provide further important information. Practical implications – This study provides guidance for practitioners to manage festival brands properly and develop strategies (e.g. communications and promotions) which reinforce the intangible asset of brand equity. Originality/value – This is the first study that applies the brand equity concept to the setting of public festivals. This application to a new context contributes to the body of knowledge of brand equity theory.

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Dual pillars of hotel restaurant food quality satisfaction and brand loyalty

British Food Journal ◽

10.1108/bfj-07-2016-0344 ◽

2017 ◽

Vol 119 (12) ◽

pp. 2597-2609 ◽

Cited By ~ 9

Author(s):

Hassan Bihamta ◽

Sreenivasan Jayashree ◽

Sajad Rezaei ◽

Fevzi Okumus ◽

Roya Rahimi

Keyword(s):

Service Quality ◽

Brand Equity ◽

Food Quality ◽

Brand Loyalty ◽

Brand Image ◽

Brand Awareness ◽

Physical Quality ◽

Content Type ◽

Brand Quality ◽

The Impact

Purpose The purpose of this paper is to investigate the impact of service quality (physical quality and staff behaviour) and brand equity (brand quality, brand awareness and brand image) on hotel restaurant food quality satisfaction and brand loyalty among international and local travellers in Malaysia. Design/methodology/approach A total of 354 valid questionnaires were collected to assess the measurement and structural model for reflective latent constructs using the two steps of covariance-based structural equation modelling. Findings The research findings suggest that while travellers’ nationality moderates the path between physical quality, staff behaviour and brand image on food quality satisfaction, it does not moderate the relationship between brand quality and brand awareness on food quality satisfaction. This finding further suggests that towards enhancing service quality and brand equity on food quality satisfaction and brand loyalty, managers should understand the important distinctions between international and local travellers. Originality/value Previous studies have mostly examined the impact of brand equity and service quality towards tourist satisfaction and very few studies have examined the impact of restaurant service quality and brand equity on consumer satisfaction and brand loyalty specifically among international and local travellers. This is one of the first few studies providing empirical evidence and discussions in this area.

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Consumer engagement in online brand communities: a solicitation of congruity theory

Internet Research ◽

10.1108/intr-09-2016-0279 ◽

2018 ◽

Vol 28 (1) ◽

pp. 23-45 ◽

Cited By ~ 74

Author(s):

Jamid Ul Islam ◽

Zillur Rahman ◽

Linda D. Hollebeek

Keyword(s):

Brand Loyalty ◽

Brand Image ◽

Equation Modeling ◽

Consumer Engagement ◽

Content Type ◽

Brand Communities ◽

Online Brand Communities ◽

Congruity Theory ◽

Value Congruity ◽

The Impact

Purpose The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty. Design/methodology/approach Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data. Findings The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships. Practical implications This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty. Originality/value This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.

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The impact of brand communication on brand equity through Facebook

Journal of Research in Interactive Marketing ◽

10.1108/jrim-02-2014-0007 ◽

2015 ◽

Vol 9 (1) ◽

pp. 31-53 ◽

Cited By ~ 73

Author(s):

Bruno Schivinski ◽

Dariusz Dabrowski

Keyword(s):

Social Media ◽

Brand Equity ◽

Brand Loyalty ◽

Brand Awareness ◽

Equation Modeling ◽

Brand Communication ◽

Media Communication ◽

Content Type ◽

Social Media Communication ◽

The Impact

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings – The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value – This article is pioneering in that it exposes the effects of two different types of social media communication (i.e. firm-created and user-generated social media brand communication) on CBBE metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever CBBE metrics.

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Brand equity and the role of emergency medical care service quality of private cardiac institutes

International Journal of Pharmaceutical and Healthcare Marketing ◽

10.1108/ijphm-09-2016-0046 ◽

2018 ◽

Vol 12 (1) ◽

pp. 44-60 ◽

Cited By ~ 2

Author(s):

Mohsin Altaf ◽

Nageena Tabassum ◽

Sany Sanuri Mohd Mokhtar

Keyword(s):

Service Quality ◽

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Care Service ◽

Strong Relationship ◽

Content Type ◽

Emergency Medical ◽

The Impact

Purpose The purpose of this paper is to investigate the impact of health-care quality of emergency medical services on brand equity of cardiac institutes by using industry-specific measure, 5Qs model of health-care service quality (HCSQ). Design/methodology/approach Survey method technique has been used to collect data from the patients availing emergency medical services from 12 cardiac institutes. Effective responses have been received from 393 patients from four localities. Systematic sampling technique has been used to collect data from the respondents. Partial least square structural equation modeling using smartPLS 2.0 has been used to analyze the results. Findings Findings of the study reveal that HCSQ has weak relationship with hospital brand loyalty but strong relationship with brand image and brand awareness. Furthermore, brand awareness and brand image have strong relationship with brand loyalty. Furthermore, brand image and brand loyalty have strong relationship with overall hospital brand equity but found nonsignificant relationship of brad awareness with overall hospital brand equity. Originality/value The principal contribution of the paper is to provide the insight on the impact of emergency HCSQ on brand equity of the private cardiac hospitals. Second, this study is first in branding literature that has used industry-specific scale 5Qs model to measure the service quality of emergency medical care and its impact on private sector cardiac hospital’s brand equity. Previously researchers used generic scales that were insufficient to measure the service quality of specialized industries (Babakus and Mangold, 1992; Carman, 1990; Caro and Garcia, 2007).

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The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-09-2020-0208 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Khyati Shetty ◽

Jason R. Fitzsimmons

Keyword(s):

Brand Loyalty ◽

Brand Personality ◽

Empirical Support ◽

Equation Modeling ◽

Brand Attachment ◽

Brand Love ◽

Content Type ◽

Luxury Branding ◽

Brand Personality Congruence ◽

The Impact

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

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Antecedents of horizontal logistics collaboration in agri-food supply chains

The International Journal of Logistics Management ◽

10.1108/ijlm-09-2020-0362 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Ismail Badraoui ◽

Ivo van der Lans ◽

Youssef Boulaksil ◽

Jack G.A.J. van der Vorst

Keyword(s):

Supply Chains ◽

Food Supply ◽

Structural Equation ◽

The Body ◽

Equation Modeling ◽

Content Type ◽

Operational Conditions ◽

Food Supply Chains ◽

The Impact ◽

The Relationship

PurposeThis study investigates the impact of agri-food supply chains (AFSCs) characteristics on the antecedents of horizontal logistics collaboration (HLC). Specifically, the study compares the relationship between collaboration activities and outcomes for companies in and outside AFSCs.Design/methodology/approachFirst, a survey was used to collect data from different industries. Second, confirmatory factor analysis and structural equation modeling were applied to compare the measurement and structural models from different industry categories.FindingsThe results support the premise that collaboration improves trust and commitment in the relationship, which in turn enhance satisfaction. The results also show the existence of a minor influence of AFSCs characteristics on HLC antecedents, in the form of an indirect impact of dedicated investments on commitment.Practical implicationsThe factors having a significant influence on the collaboration outcomes and their respective effects are generally similar across food and nonfood supply chains, providing opportunities for interdisciplinary and collaboration experiences.Originality/valueThis research contributes to the body of knowledge on interfirm collaboration by considering the specificities of HLC. It also highlights the importance of conducting contingency research on collaborative experiences, as firms from different industry contexts operate under distinct operational conditions.

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The use of open government data to citizen empowerment: an empirical validation of a proposed model

foresight ◽

10.1108/fs-03-2018-0027 ◽

2018 ◽

Vol 20 (6) ◽

pp. 665-680 ◽

Cited By ~ 1

Author(s):

Md Nahin Hossain ◽

Md Shamim Talukder ◽

Md Rakibul Hoque ◽

Yukun Bao

Keyword(s):

The Body ◽

Open Government ◽

Equation Modeling ◽

Research Model ◽

Content Type ◽

Proposed Model ◽

Open Government Data ◽

Citizen Empowerment ◽

Government Data ◽

The Impact

Purpose The purpose of this paper is to measure the impact of open government data (OGD) on citizen empowerment. Design/methodology/approach This study advances the body of knowledge on OGD by proposing an integrated research model based on transparency, accountability, participation and collaboration dimensions. The research model was empirically tested using 275 responses using the on-paper survey from the university students and professionals in Bangladesh. Data were analyzed using the structured equation modeling technique. Findings Findings revealed that transparency and participation have a positive and significant direct and indirect influence on citizen empowerment through accountability and collaboration. Overall, the four basic pillars of OGD such as transparency, participation, accountability and collaboration interrelated with each other and have the impact on citizen empowerment. Research limitations/implications This study has proposed an instrument that sums the dimensions of open government, which avoids tautology and redundancy among OGD dimensions. More research should be done to validate the proposed model and the instruments used in this study. Practical implications For the researchers, this study provides a basis for further refinement of individual models of empowerment. For practitioners, understanding the key constructs is crucial to design, refine and implement OGD systems and applications that empower citizens, create public values and strengthen the democratic process. Originality/value This research is the first step that empirically investigates the impact of OGD on citizen empowerment which is the ultimate goals of any democratic government.

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Chinese perception and willingness to buy Taiwanese brands

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-09-2017-0203 ◽

2018 ◽

Vol 30 (4) ◽

pp. 816-836 ◽

Cited By ~ 11

Author(s):

Nizar Souiden ◽

Riadh Ladhari ◽

Liu Chang

Keyword(s):

Structural Equation ◽

Equation Modeling ◽

Strong Ties ◽

Content Type ◽

Foreign Companies ◽

Brand Quality ◽

Willingness To Buy ◽

Two Factors ◽

Negative Effect ◽

The Impact

Purpose The purpose of this paper is to examine ethnocentrism and animosity in a special context of two societies that share cultural, historical, ethnic and geographical characteristics. In particular, it first investigates the relationships between Chinese ethnocentrism and animosity toward Taiwan, and then it examines the impact of these two factors on the Chinese perception of Taiwanese brand quality and their purchase intent. Design/methodology/approach Based on a sample of 605 respondents from China, data were analyzed by structural equation modeling. Findings The results show that although Chinese animosity toward Taiwan is moderate, it is significantly driven by ethnocentrism, which has a significant and negative effect on willingness to buy, but not on the perception of Taiwanese brand quality. The Chinese animosity toward Taiwan, however, has negative and significant effects on their perception of Taiwanese brand quality and their intention of purchasing Taiwanese brands. Research limitations/implications The immense size of the country has impeded the representativeness of the authors’ sample and the generalizability of the results. Also, the study covers only one type of product. Practical implications Forming partnerships with local Chinese businesses and developing strong ties with local communities could be considered as a solution to minimize or circumvent the effect of animosity and might help foreign companies appear more “local.” Originality/value In contrast to past studies that investigated ethnocentrism and animosity in the context of countries presenting several differences (e.g. China vs USA), this study investigates the effect of ethnocentrism and animosity in the context of two countries (China and Taiwan) that share cultural, historical, ethnic and geographic characteristics. Despite the strong ties between the two countries, the Chinese have a certain animosity, though moderate, toward Taiwan and consequently are less inclined to buy Taiwanese brands. This implies that Chinese animosity toward a country may be toned down or pronounced, depending on whether they have strong or weak ties with that country.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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Examining the relative influence of multidimensional customer service relationships in the food delivery application context

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-09-2020-0973 ◽

2021 ◽

Vol 33 (3) ◽

pp. 912-928

Author(s):

Jiseon Ahn ◽

Jookyung Kwon

Keyword(s):

Social Exchange ◽

Brand Equity ◽

Service Providers ◽

Food Delivery ◽

Equation Modeling ◽

Economic Exchange ◽

Content Type ◽

Loyalty Intention ◽

Self Interest ◽

The Impact

Purpose From the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality studies acknowledged the strategic importance of a strong relationship between customers and brands in enhancing company performance probability, the potential benefits derived from mobile commerce experience deserves further investigation. Thus, this study aims to examine how multidimensional relationships between customers and service providers affect brand performance. Design/methodology/approach Using a sample of food delivery application customers in the USA, the structural equation modeling (SEM)-partial least squares (PLS) path modeling is used to examine the impact of economic exchange, social exchange, mutual-interest and self-interest, on brand equity and loyalty intention. Findings The PLS-SEM results indicate that customers’ perceived economic exchange, social exchange and mutual interests with food delivery applications influence their perceived equity, which, in turn, enhances their loyalty intention toward brand applications. However, self-interest does not enhance customers’ perceived brand equity. Practical implications Accordingly, food delivery service providers must value their relationship with customers to achieve sustainable organizational growth and develop appropriate promotion activities to enhance economic exchange, social exchange and mutual interests. Originality/value The current study contributes to the literature by empirically demonstrating the consequences of customer-brand relationships in the emerging service context (i.e. food delivery applications).

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