Customer-based brand equity of smartphone in the emerging market

2017 ◽  
Vol 15 (5) ◽  
pp. 467 ◽  
Author(s):  
Yin Tsuo Huang ◽  
Kuang Hsun Shih
Keyword(s):  
Brand Equity ◽  
Emerging Market

Brand equity protection and new geographic dynamics evidence from franchising in Brazil

2020 ◽  
pp. 205157072096628
Author(s):  
Muriel Fadairo ◽  
Joseph Kaswengi ◽  
Cintya Lanchimba ◽  
Eugênio José Silva Bitti
Keyword(s):  
Brand Equity ◽  
Spatial Dispersion ◽  
Emerging Market ◽  
Critical Role ◽  
Brand Name ◽  
Spatial Organisation ◽  
Royalty Rate ◽  
Payment Mechanism ◽  
Parent Brand ◽  
Retail Outlets

The success of franchising contracts may depend on the market. Business format franchising is based on having a common brand name and concept within the chain developed by the franchisor. As intangible assets, all brands and related business concepts do not have the same profitability. Thus, we address the question of spatial organisation impact on franchise contracts managed by the parent brand in the Brazilian market. Within the traditional agency view, the presence of distant retail outlets leads the franchisor to choose a payment mechanism designed to provide incentives to the franchisee; that is, a low royalty rate associated with a high fixed fee. Based on a unique panel dataset, we provide evidence that spatial dispersion has the opposite impact in Brazil. This new insight suggests the need for brand assets protection, decisive in an emerging market context. Moreover, monetary provisions and alternative tools play a critical role in brand maintenance and support.

Pepsodent: marketing strategy at the bottom of the pyramid

2017 ◽  
Vol 7 (4) ◽  
pp. 1-16
Author(s):  
Gerard Tocquer
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Equity ◽  
Emerging Market ◽  
Subject Area ◽  
Marketing Mix ◽  
Bottom Of The Pyramid ◽  
Brand Positioning ◽  
Content Type ◽  
Mba Students

Subject area Marketing in an emerging market. Study level/applicability The case is aimed at MBA students in a marketing strategy class on marketing at the bottom of the pyramid or on branding. Case overview A young brand manager faced the challenge to increase drastically a brand market share to 8 per cent in 2015 in a context of a new emerging market with large number of consumers living with no more than US$1.25 a day. Expected learning outcomes Expected learning outcomes are as follows: to familiarize students with emerging markets characteristics; to illustrate the challenges of marketing a brand to local consumers with limited financial resources to craft a marketing strategy for Pepsodent with a clear positioning, allowing the Pepsodent brand to differentiate itself and to leverage its brand equity; and to develop a marketing-mix aligned with the brand positioning. Supplementary Materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

Brand positioning and business performance of alcoholic beverage firms in an emerging market context: the mediation effect of brand equity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Leeford Edem Kojo Ameyibor ◽  
Peter Anabila ◽  
Yvonne Kabeya Saini
Keyword(s):  
Brand Equity ◽  
Business Performance ◽  
Emerging Market ◽  
Alcoholic Beverage ◽  
Mediation Effect ◽  
Alcoholic Beverages ◽  
Brand Positioning ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

Purpose This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry. Design/methodology/approach A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses. Findings All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance. Practical implications The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance. Originality/value The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.

Brand equity of commoditized products of famous brands

2019 ◽  
Vol 38 (3) ◽  
pp. 296-309
Author(s):  
Emerson Wagner Mainardes ◽  
Atílio Peixoto Soares Júnior ◽  
Daniel Modenesi Andrade
Keyword(s):  
Theoretical Model ◽  
Brand Equity ◽  
Purchase Intention ◽  
Emerging Market ◽  
Perceived Value ◽  
Subjective Norms ◽  
Added Value ◽  
Equation Modeling ◽  
Content Type ◽  
Premium Price

Purpose The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these products and their antecedents; and third, to identify the influence of subjective norms on purchase intention and BE. Commoditized products are bought due to necessity and not desire, are homogeneous, produced on a large scale, and have low added value. Design/methodology/approach A theoretical model is proposed contemplating the constructs: BE, purchase intention, premium price, perceived quality, brand recall, perceived value and subjective norms. We performed a quantitative study with 432 respondents. We used questionnaires, and we analyzed the data using the structural equation modeling with partial least squares. Findings The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context. Originality/value The study brought a theoretical model relating antecedents and consequents of BE in the segment of commoditized products. Furthermore, it indicated the strength of the brand of the commoditized products in an emerging market scenario.

Drivers of brand equity of television news channels: evidences from emerging market

2017 ◽  
Vol 35 (1) ◽  
pp. 147-162 ◽  
Author(s):  
Madhupa Bakshi ◽  
Prashant Mishra
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Negative Impact ◽  
Positive Impact ◽  
Emerging Market ◽  
Television News ◽  
Content Type ◽  
The Social ◽  
Media Channels ◽  
Practical Implications

Purpose The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context. Design/methodology/approach The study adopted structural equation modelling (SEM) to investigate the causal relationships between CBBE and the variables that affect brand equity for television news channels. Findings The analysis revealed that localization, ideology, credibility and entertainment are the variables that influence CBBE of television news channels (media brands). Subsequent analysis using SEM indicated that apart from the sole negative impact of entertainment, all the variables had positive impact on brand equity. Research limitations/implications This study is confined to one of the metros of emerging market hence it cannot be generalized. Also the variables that indicate brand equity have been tested only for television news channels hence they may not hold true for other form of television stations. Practical implications For marketers of news channels this study identifies the factors that they need to focus on if they want to garner the equity of the brand in an emerging market scenario. Social implications The content factors identified that influence television news brand equity are reflections of the social requirements of an emerging market. It indicates what the audiences in such markets expect from their television news channels and is part of the social discussion. Originality/value The study contributes to brand equity literature by finding the antecedents that can influence any media brand in the emerging market scenario.

scholarly journals Customer-based brand equity index of Kurukshetra

2019 ◽  
Vol 26 (1) ◽  
pp. 48-61
Author(s):  
Pooja Rani
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Emerging Market ◽  
Secondary Data ◽  
Equation Modeling ◽  
Content Type ◽  
Destination Attractiveness ◽  
Equity Index ◽  
Equity Perspective

Purpose This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra. Design/methodology/approach For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods. Findings The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination. Practical implications It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism. Originality/value This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.

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