Building B2C Relationships: Brand Equity and Customer–Brand Relationship

2021 ◽  
pp. 197-222
Keyword(s):  
Brand Equity ◽  
Brand Relationship

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
Author(s):  
Joo-Eon Jeon
Keyword(s):  
Brand Equity ◽  
Emotional Attachment ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Commitment ◽  
Brand Relationship ◽  
Brand Concept ◽  
The Impact ◽  
The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

scholarly journals Designing a branding model for providing healthcare services in Iran

2021 ◽  
Keyword(s):  
Root Mean Square Error ◽  
Mean Square Error ◽  
Root Mean Square ◽  
Brand Equity ◽  
Healthcare Services ◽  
Health Centers ◽  
Mean Square ◽  
Competitive Position ◽  
Brand Relationship ◽  
Branding Strategies

Background: Branding in the field of healthcare services leads to transparency and utility in the type of services, differentiation of services in the minds of patients, and their trust in health centers. Therefore, the present study aimed to provide a branding model in the field of healthcare services. Methods: A mixed-method approach was utilized to develop a branding model for providing healthcare services. The study population for the qualitative phase included 20 academic and organizational experts using snowball sampling and the Delphi technique. For the quantitative phase, 830 people who were referred to health centers were selected as service recipients, and 415 medical staff were selected as health care providers. The validity of the questionnaire was confirmed by face, content, and structural validity; moreover, its reliability was confirmed by Cronbach's alpha of 0.96. Quantitative data were presented by EQS software (version 6.1) with confirmatory factor analysis and structural equations. Results: According to the results of factor structure and measurement equivalence, the branding of healthcare services had six main themes of competitive position, brand equity, brand accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship with 19 sub-themes for clients and providers (Comparative fit index=0.9, Tucker Lewis index=0.8, Root mean square error of approximation=0.085, Root mean square error=0.049). Moreover, the items had a good fit and internal consistency at significant levels (P<0.05). Conclusion: According to the results, six main themes of competitive position, brand equity, brand accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship with 19 sub-themes can be used in the field of health services branding.

scholarly journals The Role of Branding Strategy in Strengthening the Image of the Village Tourism in Bali

2021 ◽  
Vol 11 (2) ◽  
pp. 369
Author(s):  
Ni Luh Putu Agustini Karta ◽  
Ni Made Ary Widiastini ◽  
I Ketut Sutapa ◽  
Erna Wiles
Keyword(s):  
Brand Equity ◽  
Quantitative Data ◽  
Qualitative Data ◽  
Qualitative Interviews ◽  
Sampling Technique ◽  
Brand Strategy ◽  
Branding Strategy ◽  
Brand Relationship ◽  
The Village

The purpose of this study is to analyze how the tourism village brand strategy in Bali can strengthen the village’s image. The methods are descriptive qualitative (interviews) and quantitative  (survey). Eight key informants who are involved in managing the tourism village were interviewed. The sampling technique for the survey was purposive, involving 126 tourists who have visited the tourism villages. Thematic analysis was conducted for the qualitative data; whereas, multiple linear regression was used to analysed the quantitative data. The findings are brand equity and conceptual branding strategy in tourism village have been implemented, however, they need to be optimalized to strengthen the village tourism’s image. The finding from the quantitative data shows that the brand relationship significantly strengthens the image of the tourism village. This research implies that there is a necessity for tourism villages in Bali to design and implement more specific branding methods and set specific purposes so that the new positioning will distinguish them from their competitors and hence, directly strengthen the image.

Multisensory Brand Experiences and Brand Love

2020 ◽  
pp. 615-635
Author(s):  
Clarinda Rodrigues
Keyword(s):  
Brand Equity ◽  
Important Research ◽  
Brand Love ◽  
Experiential Consumption ◽  
Brand Relationship ◽  
Sensory Marketing ◽  
Brand Values ◽  
Five Senses ◽  
Multidimensional Concept

In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlighting the pivotal role of emotional and sensory associations in creating a positive brand image and strong brand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field of experiential consumption. Fourthly, the significance of multisensory brand experiences is discussed as a means of making brands stand out in a competitive environment and inducing feelings of love towards a brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand values through multisensory brand experiences, in several encounters.

scholarly journals The Effects of Marketing Related Activities on Brand Equity through Facebook

2021 ◽  
Vol 7 (3) ◽  
pp. 613-628
Author(s):  
Shahzad Khan Durrani ◽  
Shakeel Khan ◽  
Muhammad Hashim Khan ◽  
Muhammad Ishtiaq
Keyword(s):  
Brand Equity ◽  
Online Survey ◽  
Rapid Change ◽  
Marketing Channel ◽  
Brand Knowledge ◽  
Positive Effects ◽  
Media System ◽  
Brand Relationship ◽  
Research Findings ◽  
Media Platform

Purpose: The study aims to examine and analyze the effects of various marketing related activities on brand equity through Facebook. Methodology: An online survey was conducted for this empirical form of research. Questions were designed on a five-point Likert scale and distributed through Google forms, Facebook, and emails. Out of 450 questionnaires 332 active users of Facebook responded. The data was analyzed in SPSS v.21 and AMOS v.22 for results and discussions. Findings: The research findings confirm that marketing related activities via social media platform specifically Facebook have positive effects on brand awareness and brand image which finally make brand knowledge and thus leading to building brand equity. Moreover, findings show that development in consumer brand relationship in social networking like Facebook needs to understand both goals (media system dependency) and needs (uses and gratifications). Implications: With the rapid change of technology, Facebook has served as the most attractive part in marketing products, services, and brands to increase sales and brand equity. A large group of brand managers are asking themselves. “How can we improve brand equity by Using Facebook as a marketing channel?” The results and findings in this research study answer this question and lead brand managers to save time and resources and presents some area of improvements related to their needs.

Multisensory Brand Experiences and Brand Love

2018 ◽  
pp. 1-21 ◽  
Author(s):  
Clarinda Rodrigues
Keyword(s):  
Brand Equity ◽  
Important Research ◽  
Brand Love ◽  
Experiential Consumption ◽  
Brand Relationship ◽  
Sensory Marketing ◽  
Brand Values ◽  
Five Senses ◽  
Multidimensional Concept

In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlighting the pivotal role of emotional and sensory associations in creating a positive brand image and strong brand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field of experiential consumption. Fourthly, the significance of multisensory brand experiences is discussed as a means of making brands stand out in a competitive environment and inducing feelings of love towards a brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand values through multisensory brand experiences, in several encounters.

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