Marketing Mix Elements Influencing Brand Equity and Brand Choice

2010 ◽  
Vol 35 (3) ◽  
pp. 67-84 ◽  
Author(s):  
Tanmay Chattopadhyay ◽  
Shraddha Shivani ◽  
Mahesh Krishnan
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Choice Model ◽  
Brand Choice ◽  
Marketing Mix ◽  
Equation Model ◽  
Multiple Time ◽  
Strong Impact ◽  
Passenger Car ◽  
Car Market

This study develops and empirically tests a model for determining the determinants and effects of brand equity for the Indian passenger car market. Towards the same, the Brand Equity Creation Model developed by Yoo, Donthu and Lee (2000) was expanded and combined with the Brand Choice Model developed by Erdem, et al (1999). The dimensions of brand equity were thought to affect Overall Brand Equity, which in turn affected the final brand choice made by the consumers. The effect that ten selected marketing activities had on the dimensions of brand equity was examined. The passenger car market was differentiated on the basis of the price of car as premium, volume, and economy type and shopping centre intercept survey was conducted to collect respondent data across ten centres throughout the country. Multiple time passenger car buyers were considered as the respondent base for the study. A total of 1,932 consumers were contacted and 302 valid responses were received. Structural Equation Model was used as the tool for analysis. The results showed that: Of the ten marketing mix elements considered, some had a very strong impact on brand equity because they positively impacted both the dimensions considered for the study. However, contrary to what many previous studies reported, country of origin and price promotion did not impact the brand equity for such consumers. Advertising frequency is not a builder of brand equity; word-of-mouth is a better determinant of brand equity for repeat passenger car buyers. The different results obtained in this study vis- à- vis those from earlier studies suggest that the cultural differences between consumers of two countries mediates the effect of the marketing efforts on brand equity creation. Again since each of the dimensions of brand equity under this study was found to positively impact brand choice, it has been posited that the probability of the consumers choosing the final brand is increased with an increase in the equity of the brand. Geographical limitation of the sample and absence of interaction of marketing mix elements amongst themselves were identified as some of the key limitations of the study.

Banking Innovative Service With Digital Brand Equity for New Age Consumers

2021 ◽  
pp. 134-159
Author(s):  
Sonu Dua ◽  
Inderpal Singh ◽  
Subhankar Das
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Banking Sector ◽  
New Age ◽  
Marketing Mix ◽  
Equation Model ◽  
Brand Association ◽  
Research Article ◽  
Marketing Variables ◽  
The Impact

Digital banking is at the helm of all intangible transactions for the new age consumers in this world of touchless banking. So here in this chapter the authors tried to reconcile the new innovative content that will make this service to a notch higher. In goods industry, the product is considered as primary brand with various attributes. However, in case of services industry, the company itself is a primary brand. This research article is based upon primary research of services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been taken into consideration: brand awareness and brand association. For this purpose, structured questionnaire was prepared, and survey was conducted on 400 respondents and structural equation model has been applied.

Innovations in Digital Banking Service Brand Equity and Millennial Consumerism

2020 ◽  
pp. 62-79
Author(s):  
Subhankar Das
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Banking Sector ◽  
Marketing Mix ◽  
Equation Model ◽  
Brand Association ◽  
Banking Service ◽  
Service Brand ◽  
Marketing Variables ◽  
The Impact

In the goods industry, the product is considered the primary brand with various attributes. However, in the case of the services industry, the company itself is a primary brand. This chapter is based upon primary research of the services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been given consideration such as brand awareness and brand association. For this purpose, a structured questionnaire was prepared, and a survey was conducted on 400 respondents, and a structural equation model has been applied.

scholarly journals Media mix elements affecting brand equity: A study of the Indian passenger car market

2010 ◽  
Vol 22 (4) ◽  
pp. 173-185 ◽  
Author(s):  
Tanmay Chattopadhyay ◽  
Rudrendu Narayan Dutta ◽  
Shradha Sivani
Keyword(s):  
Brand Equity ◽  
Passenger Car ◽  
Car Market ◽  
Media Mix

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

2020 ◽  
Vol 35 (1) ◽  
pp. 63-74
Author(s):  
Charitha Harshani Perera ◽  
Rajkishore Nayak ◽  
Long Thang Van Nguyen
Keyword(s):  
Higher Education ◽  
Sri Lanka ◽  
Structural Equation Model ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Model ◽  
Subjective Norms ◽  
Private Higher Education ◽  
Content Type ◽  
Brand Credibility

PurposeThe growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The purpose of this paper is to investigate the structural relationship between subjective norms, electronic word-of-mouth (eWOM), perceived brand credibility and brand equity, taking cross-culturally comparisons between Sri Lanka, and Vietnam.Design/methodology/approachA survey was used to collect data from a sample of 800 undergraduates of private higher education institutions in Sri Lanka and Vietnam in 2019. These data were gathered using purposive sampling and analyzed using a structural equation model. A total of 768 questionnaires were considered valid. In testing the hypothesis and structure among the variables, structural equation modelling was used to determine the relationship between subjective norms, eWOM, perceived brand credibility and brand equity for the higher education institutes in emerging countries.FindingsFor the conceptual framework, the author found that this structural equation model complies with the empirical data. The structural equation model shows that subjective norms, eWOM and perceived brand credibility were significantly related to brand equity. Perceived brand credibility was found to be the mediating variable. Further, the location was found to moderate the relationship between perceived brand credibility and brand equity, highlighting that Vietnamese students are more relying on perceived brand credibility in creating brand equity than their Sri Lankan counterparts.Research limitations/implicationsThe study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from perceptions of undergraduates in public higher education institutes. This study discusses the implications of developing branding strategies for higher education institutions.Originality/valueThe current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

Brand personality, brand equity and revisit intention: an empirical study of a tourist destination in Iran

2016 ◽  
Vol 71 (3) ◽  
pp. 205-218 ◽  
Author(s):  
Reza Salehzadeh ◽  
Javad Khazaei Pool ◽  
Samaneh Soleimani
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Structural Model ◽  
Brand Personality ◽  
Likelihood Estimation ◽  
Equation Model ◽  
Statistical Population ◽  
Content Type ◽  
Revisit Intention ◽  
City Tourism

Purpose The purpose of this paper is to examine how brand personality and brand equity affect intentions to revisit a city tourism destination. Design/methodology/approach Statistical population of this research consisted of those visitors who traveled to Pool city in Iran during Spring 2015. A structural equation model test with maximum likelihood estimation was performed to test the relationship among the research variables using 367 participants. Findings The empirical results from the structural model suggest that brand personality and brand equity positively influenced revisit intention. Furthermore, brand personality was a direct antecedent of brand equity. Originality/value An integrated model of brand personality, brand equity and revisit intention was tested in a tourism city in the context of a developing economy. The combination of a developing country context and the significance of destination brand enhance the contextual contribution of the paper.

scholarly journals ANALISIS PENGARUH SERVICE MARKETING MIX 7P TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN DI KOZKO DIGITAL PRINTING SURABAYA

2021 ◽  
Vol 20 (1) ◽  
pp. 37-49
Author(s):  
Ryanne Natalia Hamdali ◽  
Tina Melinda
Keyword(s):  
Structural Equation Model ◽  
Structural Equation ◽  
Service Marketing ◽  
Marketing Mix ◽  
Equation Model ◽  
Digital Printing ◽  
Product Price ◽  
Online Platform ◽  
Purposive Sampling ◽  
Physical Evidence

Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh bauran pemasaran jasa terhadap loyalitas pelanggan melalui kepuasan pelanggan pada Kozko Digital Printing Surabaya. Variabel bauran pemasaran jasa yang digunakan dalam penelitian ini adalah product, price, promotion, place, people, physical evidence, dan process. Populasi dalam penelitian ini merupakan seluruh pelanggan yang pernah menggunakan jasa Kozko Digital Printing pada tahun 2020 dan telah tercatat dalam database. Sampel dalam penelitian ini berjumlah 100 responden dengan teknik purposive sampling. Teknik pengambilan data dilakukan dengan membagikan kuesioner menggunakan skala likert. Metode analisis yang digunakan adalah kuantitatif dengan model Structural Equation Model (SEM) dan diolah dengan software Smart PLS 3.0. Hasildari penelitian menunjukkan bahwa variabel product, price, place, people, dan process berpengaruh positif terhadap kepuasan pelanggan di Kozko Digital Printing, sedangkan variabel promotion dan physical evidence tidak berpengaruh terhadap kepuasan pelanggan di Kozko Digital Printing dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. Kozko Digital Printing ke depannya diharapkan dapat memperluas variasi produknya dengan memasuki produk berbasis digital dan juga menambah platform penjualannya memasuki online platform.

scholarly journals THE INFLUENCE OF MARKETING MIX, PERCEIVED RISK, AND SATISFACTION ON WORD OF MOUTH IN XYZ CLINIC

2019 ◽  
Vol 4 (1) ◽  
pp. 13
Author(s):  
Saka Haditya Murpraptomo ◽  
Lilik Noor Yuliati ◽  
Bagus Sartono
Keyword(s):  
Perceived Risk ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Marketing Mix ◽  
Equation Model ◽  
Analysis Technique ◽  
Negative Effect ◽  
Use Of Social Media ◽  
The Right ◽  
Positive Effect

The increasing need for health services, peoples who lived in the Pekayon, Bekasi City were given the opportunity to choose the right clinic. Word of mouth is a marketing technique that can be used by clinics. This study aims to analyze the effects of the marketing mix, perceived risk, and satisfaction on word of mouth at XYZ clinic. The research is a descriptive method with a survey using questionnaires and 200 respondents as the sample. Furthermore, the data analysis technique is descriptive with SPSS16.0 software and Structural Equation Model (SEM) with LISREL 8.70. Based on the results, it can be concluded that the marketing mix has a positive effect on perceived risk, marketing mix has a positive effect on satisfaction, perceived risk has a negative effect on satisfaction, marketing mix has a positive effect on word of mouth, perceived risk has a negative effect on word of mouth, and satisfaction has a positive effect on word of mouth. Referring to these conclusions, it can be confirmed that the clinical management of doctor XYZ needs to improve employee services, convenience the patient that this clinic has expert doctors, and utilizing the use of social media as a marketing strategy.

scholarly journals When polarization hits corporations: the moderating effect of political ideology on corporate activism

2021 ◽  
Author(s):  
Nuria Villagra ◽  
Jorge Clemente-Mediavilla ◽  
Carlota López-Oza ◽  
Joaquín Sánchez-Herrera
Keyword(s):  
Brand Equity ◽  
Political Ideology ◽  
Structural Equation ◽  
Equation Model ◽  
Social Changes ◽  
Strategic Decisions ◽  
Political Issues ◽  
Corporate Strategies ◽  
Positive Effects ◽  
Corporate Credibility

Traditionally, it has been argued that companies should maintain a neutral stance on issues of a social or political nature, especially controversial ones. However, in recent years, corporations have begun to adopt clear positions on sensitive and polarizing social and political issues. This new phenomenon, called corporate activism, is beginning to gain prominence in corporate strategies, which now extend beyond business objectives and sometimes may go against the beliefs held by many customers. To date, studies aimed at identifying whether these types of actions benefit or harm companies are scarce, and none of them have focused on consumer perceptions. Adopting the latter approach, this work identifies the antecedents and effects of corporate activism, and the influence that political ideology can have as a variable moderating these effects. Analysis of a sample of 1,521 individuals representative of the Spanish population using a structural equation model yielded the following results: (i) institutional and corporate credibility and authenticity act as antecedents of corporate activism, (ii) when credibility in institutions diminishes, consumers perceive that corporations should be more involved in social and political affairs, even when controversial or polarizing, (iii) reputation and brand equity are considered effects of corporate activism, and (iv) political ideology acts as a variable moderating these effects, in such a way that individuals with a more conservative ideology do not appreciate that companies that get involved in activist initiatives will enjoy positive consequences on their reputation and brand equity, while individuals with more liberal views do perceive such positive effects. These findings help companies to guide their strategic decisions, especially those related to corporate social responsibility (CSR), as well as help governments and institutions to understand the social changes that are taking place and understand the role that consumers expect corporations to play today.

A comparison of statistical and decision-making techniques in marketing mix evaluation

2019 ◽  
Vol 38 (10) ◽  
pp. 847-863
Author(s):  
Mahsa Shokrani ◽  
Mohammad Haghighi ◽  
Morteza Paricheh ◽  
Mina Shokrani
Keyword(s):  
Decision Making ◽  
Structural Equation ◽  
Service Marketing ◽  
Marketing Mix ◽  
Equation Model ◽  
Content Type ◽  
Expert Choice ◽  
To Come ◽  
Hierarchy Process

Purpose Although customer satisfaction (CS) has been evaluated through using statistical and decision-making techniques so far, no research, to the best of the authors’ knowledge, has been conducted for implementing both groups simultaneously and clarifying the different or similar aspects of the results given by these techniques. The purpose of this paper is to compare the techniques and clarify these unknown aspects. Design/methodology/approach First, the effect of the elements related to service marketing mix on CS was examined by using structural equation model (SEM). Then, the statistical methods such as Friedman test (FT) and SEM, and decision-making technique such as Analytical Hierarchy Process (AHP) were systematically compared for prioritizing the elements of service marketing mix. The sample included 159 special customers of an anonymous bank in Bojnurd, Iran. The reliability of the questionnaire was confirmed by using Cronbach’s α (r=0.934). In addition, SPSS, Expert Choice and Smart PLS software were used. Findings Based on the results, FT and AHP method had exactly the same ranking for the elements of the marketing mix, as well as almost identical relative weights. The ranking included people, process, product, physical evidence, place, price and promotion, respectively, while the SEM technique had very different outcomes. Finally, none of the methods could assure the marketer to come to a reliable decision separately. Originality/value In this study, the authors’ contribution is the understanding of the role of an effective marketing mix evaluation technique selection on marketing strategy. Different techniques had different and in some cases even contradicting outcomes.

Explaining the Factors on Process of Academic Wikipedia Users Using Technology Acceptance Model Through the Structural Equation Model

2019 ◽  
pp. 169-186
Author(s):  
Cengiz Gazeloğlu ◽  
Murat Kemal Keleş ◽  
Cüneyt Toyganözü ◽  
Zeynep Hande Toyganözü
Keyword(s):  
Technology Acceptance ◽  
Structural Equation Model ◽  
Technology Acceptance Model ◽  
Structural Equation ◽  
Equation Model ◽  
Strong Impact ◽  
Main Factors ◽  
Acceptance Model ◽  
Use Behavior ◽  
The Relationship

As a teaching tool, Wikipedia is used by an increasing number of professors from many universities around the world. Wikipedia is very influential in allowing students and teachers to learn together and having various skills for students. In this chapter, the influenced main factors of the teaching uses of Wikipedia in higher education are determined and also the relationship between these factors are tried to be explained with the technology acceptance model (TAM) through the structural equation model (SEM). With this aim, teaching use of Wikipedia in all faculty members of the Universitat Oberta de Catalunya are used as data and the data is analyzed by LISREL software package. After the analysis, it is found that sharing attitude and use behaviour factors have important role in the model and there is a direct strong impact of sharing attitude on use behavior.

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