The relationship between brand awareness, market outcome, brand equity, and the marketing mix

2016 ◽  
Vol 2 (1) ◽  
pp. 68
Author(s):  
Somayeh Amiri ◽  
Fakhraddin Maroofi
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Brand Awareness ◽  
The Relationship

scholarly journals FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

2021 ◽  
Vol 13 (1) ◽  
pp. 1-22
Author(s):  
Evo Sampetua Hariandja ◽  
Aurellia Adeline ◽  
Ferdinandus Eric ◽  
Yossel Christopher
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Validity And Reliability ◽  
Brand Reputation ◽  
Relationship Of ◽  
The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While  Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

scholarly journals Marketing Communication dan Brand Awareness

Humaniora ◽  
2012 ◽  
Vol 3 (1) ◽  
pp. 215
Author(s):  
Dominikus Tulasi
Keyword(s):  
Brand Equity ◽  
Product Category ◽  
Marketing Mix ◽  
Primary Objective ◽  
Customer Behavior ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Name ◽  
Basic Dimension ◽  
Effective Use

The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.  

scholarly journals Hubungan Brand Equity (Brand Awarenees, Brand Associations, Perceived Quality) dengan Keputusan Pemanfaatan Klinik Laktasi di Rumah Sakit Muhammadiyah Lamongan

2018 ◽  
Vol 3 (1) ◽  
pp. 49
Author(s):  
Fajar Ni’Syinta Armadani ◽  
Supriyadi Supriyadi ◽  
Nurnaningsih Herya Ulfah
Keyword(s):  
Health Services ◽  
Brand Equity ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Coefficient Of Determination ◽  
Brand Associations ◽  
Quantitative Design ◽  
Relationship Of ◽  
The Relationship ◽  
Visit Number

Abstrack: The visit number of patient at the lactation clinic of Muhammadiyah Lamongan Hospital tends to be small and decreases every year. A decrease in the visit number of patient may indicate that the utilization of health services is lacking. In utilizing health services, consumers are influenced by several considerations. One of affects consumer considerations is brand equity (brand awareness, brand associations, and perceived quality). This study aims to determine the relationship of brand equity (brand awareness, brand associations, and perceived quality) with the decision of lactation clinic utilization at Muhammadiyah Lamongan Hospital. This research used correlational quantitative design to know the relationship between brand awareness (X1), Brand Associations (X2), perceived quality (X3), with decision of utilization of lactation clinic at Muhammadiyah Lamongan Hospital (Y). The population in this research was all patient who used lactation clinic at Muhammadiyah Lamongan Hospital and the sample were 32 patients, who visited the lactation clinic at Muhammadiyah Lamongan Hospital during April until May 2017. Technique of collecting data used questionnaire. Data analysis was correlation test, multiple linear regression test. Based on the results of the analysis, this study shows that there is a significant relationship simultaneously between brand awareness, brand associations, and perceived quality with the decision of utilization of lactation clinic at Muhammadiya Lamongan Hospital. Based on the result of coefficient of determination (R2) of 0.569 which means that Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) have contribution equal to 56.9% to decision of utilization to laktasi clinic at Muhammadiyah Hospital Lamongan (Y).Keywords:Brand Awareness, Brand Associations, Perceived Quality, Utilization of Health Care Service.Abstrak: Jumlah kunjungan pasien di klinik laktasi Rumah Sakit Muhammadiyah Lamongan cenderung sedikit dan mengalami penurunan setiap tahun. Penurunan jumlah kunjungan pasien dapat menunjukkan bahwa pemanfaatan pelayanan kesehatan yang kurang.Dalam memanfaatkan pelayanan kesehatan,konsumen dipengaruhi oleh beberapa pertimbangan, salah satu yang mempengaruhi pertimbangan konsumen ialah Brand Equity.Penelitian ini dilaksanakan dengan tujuan untuk mencari hubungan antara Brand Awareness, Brand Associations, dan Perceived Quality dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah Lamongan. Rancangan penelitian ini adalah kuantitatif korelasional dengan sampel sebanyak 32 orang. Teknik pengumpulan data menggunakan kuesioner. Analisis data menggunakan uji korelasi pearson dan uji regresi linier berganda. Hasil analisis penelitian didapatkan ada hubungan yang signifikan antara Brand awareness, Brand asssociations, Perceived quality secara bersama-sama dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah. Berdasarkan hasil koefisien determinasi (R2) sebesar 0,569 yang berarti bahwa Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) mempunyai kontribusi sebesar 56,9% terhadap keputusan pemanfaatan terhadap klinik laktasi di Rumah Sakit Muhammadiyah Lamongan (Y). Kata kunci: Brand Awareness, Brand Associations, Perceived Quality, Keputusan Pemanfaatan Pelayanan Kesehatan

scholarly journals Moderating Effect of Brand Awareness on Country of Origion and Brand Equity: A Study of DG- Khan & Jampur Consumer’s

2015 ◽  
Vol 54 ◽  
pp. 137-139
Author(s):  
Sajid Iqbal
Keyword(s):  
Brand Equity ◽  
Significant Relationship ◽  
Country Of Origin ◽  
Moderating Effect ◽  
Brand Awareness ◽  
The Relationship

The current study aims to investigate the relationship between country of origin and brand equity by incorporating moderating factor as brand awareness. The data is collected from consumers markets by using questionnaire. Thus, the study revealed significant relationship among country of origin and brand equity. Thus, brand awareness as moderator is also found significant between country of origin and brand equity.

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993 ◽  
Vol 57 (1) ◽  
pp. 1-22 ◽  
Author(s):  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Consumer Response ◽  
Memory Model ◽  
Brand Awareness ◽  
Future Research ◽  
Brand Associations ◽  
Brand Knowledge ◽  
Service Brand ◽  
The Individual

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION

2019 ◽  
Vol 1 (1) ◽  
pp. 58 ◽  
Author(s):  
Fadilah Siali ◽  
Pang Jiayi ◽  
Mahani Mohammad Abdul Shakur ◽  
Siti Aisyah Ya'kob
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Fashion Industry ◽  
Urban Streets ◽  
Brand Association ◽  
Equity Model ◽  
The Relationship

Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear. 

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