Evaluating the Feedback Effects of Brand Extension on Parent Brand Equity: A Study on Indian FMCG Industry

2017 ◽  
Vol 21 (3) ◽  
pp. 305-313 ◽  
Author(s):  
Richa Joshi ◽  
Rajan Yadav
Keyword(s):  
Brand Equity ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Brand Extension ◽  
Brand Extensions ◽  
Indian Market ◽  
Feedback Effects ◽  
Equation Modelling ◽  
Parent Brand ◽  
Fast Moving Consumer Goods

Brand extension is an important strategy to utilize the credibility of the brand and to minimize the advertising costs. The strategy is used in various industries these days but fast moving consumer goods (FMCG) is such an industry which lie closer to a consumer, hence the immediate effect of any strategy can be properly viewed in this industry. The study is an attempt to provide a framework to examine the effects of brand extension strategy on parent brand equity. It is based on two real FMCG brands of Indian market and their brand extensions. Two frameworks are shown based on the two brands Saffola and Fortune with a sample size of 285 and 278 respondents, respectively. Structural equation modelling is used to analyze the effectiveness of both the frameworks. The findings indicate that brand extensions do affect parent brand equity. Therefore, extensions should be introduced in such a manner that they help to strengthen parent brand equity.

scholarly journals How to Survive in Book Store Industry through Strengthening Brand Equity

2019 ◽  
Vol 3 (1) ◽  
pp. 1-6
Author(s):  
Evita Sukmawati ◽  
Leonnard Ong
Keyword(s):  
Brand Equity ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Sem Analysis ◽  
Equation Modelling ◽  
Book Store ◽  
Managerial Implications

This study aims to determine the influence of corporate positioning on brand equity. Data were obtained from the result of filling out questionnaires by 200 respondents who were all consumers of Gramedia Book Stores. The data were analyzed descriptively and quantitatively through Structural Equation Modelling (SEM) analysis. The findings revealed that the corporate positioning of the Gramedia Book Stores has a positive and significant effect on consumer brand equity. Further managerial implications are provided.

scholarly journals ANALISIS PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP DIMENSI BRAND EQUITY PADA PRODUK PELUMAS MOBIL FASTRON

2018 ◽  
Vol 9 (2) ◽  
pp. 841-854
Author(s):  
Diana Puspita Sari ◽  
Claudha Alba Pradhana ◽  
Yusuf Widharto
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling

Iklan dan promosi dalam pemasaran produk sangat menentukan kekuatan dari brand suatu produk. Salah satu produk yang memakai iklan dan promosi sebagai sarana penjualan adalah pelumas mobil produksi PT Pertamina Lubricant, yaitu pelumas mobil Fastron. Fastron merupakan produk pertamina yang saat ini masih memiliki tingkat penjualan paling rendah diantara pelumas mobil pertamina yang lain. Penelitian ini bertujuan menganalisis pengaruh advertising dan sales promoton terhadap dimensi brand equity produk pelumas mobil Fastron. Penelitian ini menggunakan Structural Equation Modelling (SEM), dengan melibatkan responden sebanyak 170 orang.  Hasil penelitian menunjukkan kalau advertising serta sales promotion Fastron sangat mempengaruhi 3 dimensi brand equity yang meliputi perceived quality, brand awareness, dan brand association akan tetapi pengaruh tersebut tidak menunjukkan akan brand loyalty.

The Role of Brand Equity in Building Fan Loyalty: an Application on Football Fans

2021 ◽  
Vol 15 (10) ◽  
pp. 2961-2970
Author(s):  
Metin Özlü ◽  
Erkan Faruk Şirin ◽  
Murat Erdoğdu ◽  
Kevser Çinar
Keyword(s):  
Brand Equity ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Sports Clubs ◽  
Positive Effects ◽  
Equation Modelling ◽  
The Impact

Aim: The concepts of branding and sport marketing have begun to gain importance along with the current developments in sport industry. The fans have great importance on teams’ branding in the world, especially in our country. As the importance of fans increases on teams’ branding, the number of studies carried out on these subject increases, as well Methodology: These research studies are especially carried out within the framework of the Fan-Based Brand Equity model. This study investigates the impact of the brand equity dimensions (brand awareness, brand associations and perceived quality) on fan loyalty in football teams. Structural Equation Modelling (SEM) was used to reveal the relationship between the factors affecting fan loyalty and to evaluate the fit of model. This research was administered to 502 volunteer fans of Atiker Konyaspor Club, one of the leading clubs of Turkey Sport Toto Super League, in the 2018-2019 season of Lefter Kuçukandonyadis in Turkey. Results and Conclusion: As a result, it was observed that while two of the brand equity dimensions, brand associations and perceived quality, had positive effects on fan loyalty, the third dimension, brand awareness, had no effect on the model, concerning fan loyalty. Upgrading sports clubs’ attributes and giving importance to the brand association had statistically significant influence on fan loyalty. Key Words: Brand Equity, Fan Loyalty, Football Clubs, Sports Marketing, Structural Equation Modelling.

EXPRESS: The Context (In)Dependence of Low Fit Brand Extensions

2022 ◽  
pp. 002224292210768
Author(s):  
Pragya Mathur ◽  
Malika Malika ◽  
Nidhi Agrawal ◽  
Durairaj Maheswaran
Keyword(s):  
Brand Equity ◽  
Brand Extension ◽  
Brand Extensions ◽  
Consumer Acceptance ◽  
Combined Effects ◽  
Parent Brand ◽  
Context Dependent

Low fit brand extensions, while often presenting profitable opportunities for existing brands, are known to meet with varying levels of consumer acceptance. This research identifies conditions under which low fit extensions can succeed. Specifically, the authors show that the extent to which consumers consider the context in forming judgments (i.e., are context dependent) determines the acceptance of low fit extensions. In four studies, the authors examine the combined effects of context (in)dependence and type of information, and show that context dependent individuals form their evaluations on the basis of the type of brand extension information provided. For context dependent individuals, providing benefit-based information enhances the evaluations of low fit extensions, whereas providing attribute-based information leads to a reliance on extension fit and subsequent unfavorable evaluation of low fit extensions. In contrast, context independent individuals are more likely to base their judgments on extension fit regardless of whether attribute- or benefit-based information is provided. The acceptance of high fit extension is unaffected by context (in)dependence and type of information. Our findings provide a two-step strategy (i.e., sensitizing consumers to context and providing them benefit-based extension information) for managers to successfully launch low fit extensions and leverage existing parent brand equity.

Novelty and Threat in the Weapon Focus Effect: A Study with Structural Equation Modelling

2013 ◽  
Author(s):  
William Blake Erickson ◽  
James Michael Lampinen ◽  
Juliana Leding ◽  
Christopher S. Peters
Keyword(s):  
Structural Equation Modelling ◽  
Structural Equation ◽  
Equation Modelling ◽  
Weapon Focus ◽  
Focus Effect ◽  
Weapon Focus Effect

PENGARUH TANGGUNG JAWAB PIMPINAN DAN IKLIM DEMOKRASI TERHADAP PEMBENTUKAN ORGANISASI CERDAS DAN DAMPAKNYA TERHADAP SIKAP PROFESIONAL DOSEN

ALQALAM ◽  
2007 ◽  
Vol 24 (2) ◽  
pp. 178
Author(s):  
Tata Rosita
Keyword(s):  
Path Analysis ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Equation Modelling

Tujuan pokok penelitian ini adalah untuk memperoleh bukti empirik mengenai pembentukan organisasi cerdas pada lembaga pendidikan tinggi. Paradigma baru organisasi adalah keharusan untuk menyesuaikan dengan lingkungan sehingga memerlukan perubahan melalui kepemimpinan dan demokratisasi. Lebih jauh, kita ingin melihat bagaimana pengaruh organisasi cerdas terhadap sikap profesional dosen.Penelitian ini dilaksanakan dengan menggunakan metode survei penjelasan pada Perguruan Tinggi Swasta di D KI Jakarta. Data yang dikumpulkan terdiri dari data sekunder yaitu melalui penyebaran kuesioner. Teknik Analisis data menggunakan  Structural Equation Modelling (SEM) dengan pendekatan Path Analysis (Analisis Jalur).Berdasarkan analisis dan pembahasan hasil penelitian ini, maka dapat disimpulkan beberapa hal sebagai berikut: (1) Tanggung jawab pimpinan memiliki pengaruh yang sangat signifikan terhadap organisasi cerdas, (2) Iklim demokrasi memiliki pengaruh yang signifikan terhadap organisasi cerdas, (3) Tanggung jawab pimpinan tidak memiliki pengaruh yang signifikan terhadap Iklim demokrasi, dan (4) Organisasi cerdas memiliki pengaruh yang signifikan terhadap sikap profesional.

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