scholarly journals How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

2017 ◽  
Vol 81 (3) ◽  
pp. 1-20 ◽  
Author(s):  
Hannes Datta ◽  
Kusum L. Ailawadi ◽  
Harald J. van Heerde
Keyword(s):  
Brand Equity ◽  
Positive Association ◽  
Marketing Mix ◽  
Consumer Perceptions ◽  
Three Dimensions ◽  
Fourth Dimension ◽  
Share Model ◽  
Academic Researchers ◽  
Strong Positive Association ◽  
The Impact

Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This article studies the extent to which CBBE manifests itself in SBBE and marketing-mix response using ten years of IRI scanner and Brand Asset Valuator data for 290 brands spanning 25 packaged good categories. The authors uncover a fairly strong positive association of SBBE with three dimensions of CBBE—relevance, esteem, and knowledge—but a slight negative correspondence with the fourth dimension, energized differentiation. They also reveal new insights on the category characteristics that moderate the CBBE–SBBE relationship and document a more nuanced association of the CBBE dimensions with response to the major marketing-mix variables than heretofore assumed. The authors discuss implications for academic researchers who predict and test the impact of brand equity, for market researchers who measure it, and for marketers who want to translate their brand equity into marketplace success.

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 Assessing impact of thermal units on growth and development of mustard varieties grown under optimum sown conditions

2021 ◽  
Vol 21 (3) ◽  
pp. 270-281
Author(s):  
M.R. ISLAM ◽  
M.A. ALAM ◽  
MOHD. MOSTOFA KAMAL ◽  
R. ZAMAN ◽  
AKBAR HOSSAIN ◽  
...  
Keyword(s):  
Growth And Development ◽  
Positive Association ◽  
Growth And Yield ◽  
Growth Stages ◽  
Thermal Unit ◽  
Sunshine Hours ◽  
Strong Positive Association ◽  
Seed Yields ◽  
The Impact ◽  
Growth Indicators

Thermal unit indices have a strong correlation with the phenology, growth and yield of crops and can be effectively used to select suitable crop cultivars for specific environmental conditions especially temperature. In this study, four mustard varieties (viz., 'BARI Sharisha-14', 'BARI Sharisha-15', 'BARI Sharisha-16' and 'Tori-7') were grown in two consecutive growing to assess the impact of thermal unit indices on crop growth and development, and to select the suitable variety for better yield under optimum sowing condition. Thermal unit indices viz., growing degree-day (GDD), helio-thermal units (HTU), phenothermal index (PTI) and heat use efficiency (HUE) were estimated from daily temperature and sunshine hours. Role of GDD on different growth indicators and seed yield (SY) were estimated through association and dependence of the traits. Significant variations in studied genotypes were observed for different traits. Among the studied varieties, 'BARI Sharisha-16' produced higher dry matter and seed yields (1.82 t ha-1) while accumulated maximum GDD at different growth stages. A strong positive association was obtained between GDD and the studied traits. Thermal unit indices had a strong influence in attaining different phenophases and other growth indicators. Therefore, results suggest that those indices could be used for growth prediction; further 'BARI Sharisha-16' is expected to use heat energy more efficiently for increasing the seed yields which indicated that the crop can perform better under global warming scenarios.

The Impact of Integrated Marketing Communications on Hotel Brand Equity

2020 ◽  
pp. 63-91
Author(s):  
Maja Šerić ◽  
Irene Gil-Saura ◽  
Alejandro Mollá-Descals
Keyword(s):  
National Culture ◽  
Brand Equity ◽  
Survey Methodology ◽  
Positive Impact ◽  
Three Dimensions ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Tourism Marketing ◽  
The Impact

The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in Rome, Italy. The findings reveal that IMC exerts a positive impact on hotel brand equity. Furthermore, the inter-relationship exists between the three dimensions of hotel brand equity. In general, national culture does not exert a significant impact within the posited model.

scholarly journals Innovation: The Driving Force for Entrepreneurial Performance among Small Informal Businesses

2021 ◽  
Vol 2 (2) ◽  
Author(s):  
Simbarashe Muparangi ◽  
Forbes Makudza
Keyword(s):  
Product Innovation ◽  
Business Performance ◽  
Innovation Process ◽  
Positive Association ◽  
Process Innovation ◽  
Marketing Innovation ◽  
Strong Positive Association ◽  
Medium Enterprises ◽  
Organisational Factors ◽  
The Impact

The purpose of the study was to assess the impact of innovation on business performance of informal small business traders in Zimbabwe. The Open Theory of Innovation informed the study whilst data for the study was gathered using structured questionnaires where 175 informal small to medium enterprises (SME) offered validated responses. A causal, quantitative approach was assumed and data was analyzed using SPSS 22 software to identify the association, strength and direction of innovation and innovation determinants on SME performance. The results revealed that innovation is determined by product, process, marketing and organisational factors. The study thus found out that product innovation, process innovation and marketing innovation have strong positive association with SME performance (P < 0.05). However, the study found an insignificant association between organisational innovation and SMEs performance. The study thus concluded that for informal SMEs to enhance their performance and graduate from being small entities to large corporates, they should embrace product innovation, process innovation and marketing innovation.

scholarly journals Impact of brand equity on purchase intentions: empirical evidence from the health takāful industry of the United Arab Emirates

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahid Rizwan ◽  
Husam-Aldin Al-Malkawi ◽  
Kamisan Gadar ◽  
Ilham Sentosa ◽  
Naziruddin Abdullah
Keyword(s):  
United Arab Emirates ◽  
Brand Equity ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact ◽  
Moderating Role

Purpose Although 76% of the population of the United Arab Emirates (UAE) is Muslim, takāful (Islamic insurance) has a much smaller share of business in the UAE than conventional insurance does. The purpose of this study is to highlight the importance of brand equity (BE), which is known as the incremental value that provides reason to buy a brand. This study provides useful insights that can help the health takāful industry to gain a feasible market share in the UAE. Design/methodology/approach This is a quantitative study in which stratified random sampling was adopted for data collection from 300 respondents through a self-administered questionnaire from August to November 2018. Underpinning the study is the theory of planned behavior (TPB) and the structural equation modeling (SEM) technique has been used to examine the impact of BE on purchase intentions (PI) through the moderating role of demographic factors such as age, income, education and religion. Three dimensions of BE, i.e. brand awareness (BAW), brand association (BAS) and perceived quality (PQ), are evaluated in terms of their significance as dimensions of BE. Findings The major findings of this study confirm that BE has a strong positive influence on the PIs of health takāful customers in the UAE and that all three dimensions of BE make significant contributions to the overall BE. The results show that education does moderate the relationship between BE and PI while age, income and religion do not. A new finding of this study is the nonsignificant moderating role of religion, whereby it was found that takāful products in the UAE are not limited to Muslim customers but can include potential customers who are followers of other religions. Originality/value To the best of our knowledge, the present study is the first of its kind to examine the impact of BE on the PI of health takāful customers in the UAE. The findings of the study give academia, researchers and marketers a better understanding of the importance of BE and of its vital role in promoting takāful products in the Gulf Cooperation Council (GCC) countries such as the UAE.

Empowerment, Motivation, and Performance: Examining the Impact of Feedback and Incentives on Nonmanagement Employees

2007 ◽  
Vol 19 (1) ◽  
pp. 71-89 ◽  
Author(s):  
Andrea R. Drake ◽  
Jeffrey Wong ◽  
Stephen B. Salter
Keyword(s):  
Performance Feedback ◽  
Positive Association ◽  
Past Research ◽  
Employee Motivation ◽  
Three Dimensions ◽  
Negative Effects ◽  
Manager Perceptions ◽  
Performance Examining ◽  
And Performance ◽  
The Impact

Motivated employees play a key role in organization success, and past research indicates a positive association between perceptions of empowerment and motivation. A prominent model put forth by Spreitzer (1995) suggests that two major components of control systems will positively affect employee feelings of empowerment—performance feedback and performance-based reward systems. This experimental study contributes to the behavioral accounting literature by examining how specific types of performance feedback and performance-based rewards affect three psychological dimensions of empowerment. Also, we use a relatively simple context to investigate whether predictions validated on surveys of managers also hold for lower-level workers. Our results suggest that feedback and rewards affect the dimensions of empowerment differently for lower-level workers than they do for managers. Namely, performance feedback was positively associated with only one dimension and performance-based rewards had negative effects on two out of the three dimensions. In addition, overall motivation was not significantly associated with two of the three empowerment dimensions. Implications of this study are that techniques that work to increase manager perceptions of empowerment may not work at lower organizational levels and, even if successful, the related increase in employee motivation may not be significant.

scholarly journals The effect of marketing mix and after sales service toward brand equity

2019 ◽  
Vol 22 (1) ◽  
Author(s):  
Roya Bakhshinezhad shamami ◽  
Bahram Kheiry
Keyword(s):  
Brand Equity ◽  
Automotive Industry ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Marketing Mix ◽  
Three Dimensions ◽  
Brand Awareness ◽  
Statistical Population ◽  
Place Promotion ◽  
Descriptive Survey

The present research aimed to study the effect of the marketing mix (price, product, place, promotion) and after-sales services on three dimensions of brand equity (perceived quality, brand loyalty, and brand awareness) using the Aaker Model. After-sales service in the automotive industry is emphasized as a key and effective element in the promotion of perceived quality, brand loyalty, brand equity, and even products pricing. It is a descriptive survey in which the required data were collected using a questionnaire. The statistical population included the buyers of products of Iran Khodro Diesel Company who have used the sales and after-sales services of this company, 384 of whom were selected as the sample. The obtained data were analyzed using Smart PLS-2 and SPSS-21. The results indicated that product; place (distribution), promotion (advertisement), and after-sales services have a significant impact on dimensions of brand equity.

scholarly journals Chinese EFL Students' Perceptions of Classroom Justice: The Impact of Teachers' Caring and Immediacy

2021 ◽  
Vol 12 ◽  
Author(s):  
Ping Yan
Keyword(s):  
Online Survey ◽  
Positive Association ◽  
Three Dimensions ◽  
Teacher Immediacy ◽  
Teacher Caring ◽  
Verbal Immediacy ◽  
Efl Context ◽  
Education Levels ◽  
Efl Students ◽  
The Impact

The correlation between students' perceptions of three dimensions of classroom justice, teacher immediacy, and teacher caring has been found important since it can provide a learning ambiance for students in which they can enthusiastically learn a new language. To find out this relationship, the present study has strived to probe into the interplay between the aforementioned variables and to see whether teacher caring and teacher immediacy can predict students' perception of justice. In so doing, the participants of this study were 1,178 Chinese EFL students of various ages and education levels. Three instruments were utilized in this study to perceive the students' perception of classroom justice, teacher immediacy, and teacher caring. To collect the data, these instruments were distributed through an online survey software called Wenjuanxing (Questionnaire Star). Results demonstrated that there was a positive association among these three variables, and utilizing SEM analyses, it was found that both teacher immediacy and teacher caring predict students' perception of classroom justice that implies teachers who are found to be more caring and give appropriate verbal and non-verbal immediacy where needed, are perceived to change the students' understanding of the classroom justice to a positive attitude. Finally, the results of this study were discussed regarding previous findings, and accordingly, some implications were put forward in the EFL context.

The Impact of Integrated Marketing Communications on Hotel Brand Equity

2015 ◽  
pp. 440-467
Author(s):  
Maja Šerić ◽  
Irene Gil-Saura ◽  
Alejandro Mollá-Descals
Keyword(s):  
National Culture ◽  
Brand Equity ◽  
Survey Methodology ◽  
Positive Impact ◽  
Three Dimensions ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Tourism Marketing ◽  
The Impact

The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in Rome, Italy. The findings reveal that IMC exerts a positive impact on hotel brand equity. Furthermore, the inter-relationship exists between the three dimensions of hotel brand equity. In general, national culture does not exert a significant impact within the posited model.

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