Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions

Abstract The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brand equity dimensions. In addition, we explored the moderation effect of similarity between the unauthorized brand (junior brand) and the famous brand. An experimental design with four real famous brands and sixteen fictitious junior brands was applied to 617 undergraduate students from a large university in Ecuador. Hypotheses about the effect on brand equity dimensions and overall brand equity construct were tested using structural equation models. Results showed that awareness of a famous brand was not diluted by consumers’ exposure to junior brands. However, associations, perceived quality, loyalty and an overall construct of brand equity were diluted. There was evidence that similarity between famous and junior brands attenuated dilution. Therefore, considering that brand equity dimensions have desirable consequences on consumer behavior and firm value, this paper’s results highlight the importance of protecting brands against unauthorized use.

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Determining the causal relationships that affect consumer-based brand equity

Marketing Intelligence & Planning ◽

10.1108/mip-11-2014-0211 ◽

2015 ◽

Vol 33 (6) ◽

pp. 944-956 ◽

Cited By ~ 6

Author(s):

Pedro Marcelo Torres ◽

Mário Gomes Augusto ◽

João Veríssimo Lisboa

Keyword(s):

Undergraduate Students ◽

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Equation Model ◽

Causal Relationships ◽

Causal Order ◽

Content Type ◽

Positive Effects

Purpose – The purpose of this paper is to analyse the causal relationships among the dimensions that explain consumer-based brand equity, and to determine the importance of each dimension in the assessment of overall brand equity. Design/methodology/approach – A research instrument proposed by Yoo and Donthu was applied to undergraduate students of the University of Coimbra. Two leading brands in the Portuguese beer market were used in the study. Respondents were randomly assigned to one brand and were asked to rate all items on seven Likert-type scales. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. Findings – A causal order between brand equity dimensions was established. The results suggest that the positive effects of perceived quality and brand awareness on overall brand equity are mediated by brand loyalty. Research limitations/implications – Although the exclusion of brand associations’ dimensions in the SEM improves the validity of the constructs, it should be regarded as a limitation, given its importance in brand equity building. Practical implications – Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to perceived quality, since it is the factor with the strongest impact on brand loyalty. Originality/value – The identification of the causal relations among brand equity dimensions and the analysis of their influence in overall brand equity, not yet clearly validated in the literature.

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Conceptualizing, Validating, and Managing Brand Equity for Tourist Satisfaction

Journal of Hospitality & Tourism Research ◽

10.1177/1096348016671393 ◽

2016 ◽

Vol 42 (6) ◽

pp. 960-978 ◽

Cited By ~ 6

Author(s):

Chih-Hsing Liu ◽

Yen-Po Fang

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Structural Equation Models ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Multiple Mediation ◽

Mediation Effects ◽

Tourist Satisfaction

The purpose of this study was to examine the roles of four distinct aspects of brand equity—perceived quality, brand awareness, brand loyalty, and brand image—in tourism satisfaction with regard to Taiwanese night markets. Regression analysis and structural equation models were used to test the hypotheses for a sample of 348 foreign tourists with experience in night market tourism. The results indicate that perceived quality is positively related to brand awareness, whereas brand awareness is positively related to brand loyalty and brand image. This finding confirms the positive relationship between brand loyalty/image and tourist satisfaction. The empirical evidence of the Sobel test following Baron and Kenny’s procedure supports the multiple mediation effects of brand awareness on perceived quality and brand loyalty/image and indicates that brand loyalty/image mediates the effects of brand awareness and satisfaction.

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Examining the ParticipACTION brand using the brand equity pyramid

Journal of Social Marketing ◽

10.1108/jsocm-11-2017-0071 ◽

2018 ◽

Vol 8 (4) ◽

pp. 378-396 ◽

Cited By ~ 3

Author(s):

Alexander Lithopoulos ◽

Peter A. Dacin ◽

Tanya R. Berry ◽

Guy Faulkner ◽

Norm O’Reilly ◽

...

Keyword(s):

Factor Analysis ◽

Confirmatory Factor Analysis ◽

Exploratory Factor Analysis ◽

Brand Equity ◽

Structural Equation ◽

Structural Equation Models ◽

Equation Modeling ◽

Content Type ◽

Activity Promotion ◽

Confirmatory Factor

Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model. Findings A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables. Practical implications Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own. Originality/value This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.

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MODERATION EFFECT OF MORAL OBLIGATION ON STUDENT’S INTENTION TOWARDS ACADEMIC DISHONEST BEHAVIOUR: THE CASE OF PUBLIC UNIVERSITIES IN GHANA

Innovare Journal of Education ◽

10.22159/ijoe.2021v9i6.42814 ◽

2021 ◽

pp. 24-27

Author(s):

YAYRA DZAKADZIE

Keyword(s):

Moral Education ◽

Undergraduate Students ◽

Academic Dishonesty ◽

Moral Obligation ◽

Structural Equation ◽

Process Analysis ◽

Moderation Effect ◽

Undergraduate University Students ◽

The Individual ◽

Conditional Process Analysis

The study examined the moderation effect of moral obligation on students’ intention towards academic dishonest behaviour. A survey-inferential design was used to randomly sample the views of 1,200 undergraduate university students. A structured questionnaire was used to collect. Structural Equation Modelling (SEM) and Conditional Process Analysis (CPA) were used for the analyses. Moral obligation statistically significantly moderated the intention to engage in academic dishonesty. It was concluded that an intention to engage in academic dishonesty decrease as moral obligation increases in the individual students. It was recommended that university authorities should introduce moral education as a core course among undergraduate students. This would instill in them a higher moral obligation in order to curb the academic dishonesty menace.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand

HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION ◽

10.46223/hcmcoujs.econ.en.10.1.217.2020 ◽

2020 ◽

Vol 10 (1) ◽

Author(s):

Tran Tien Khoa ◽

Nguyen Van Phuong ◽

Trinh Vu Anh Thi ◽

Nguyen Thi Minh Nguyet ◽

Tran Van Dien ◽

...

Keyword(s):

Brand Equity ◽

Structural Equation ◽

Brand Names ◽

Brand Awareness ◽

Equation Modeling ◽

Agricultural Product ◽

Consumer Responses ◽

Brand Association ◽

Marketing Activities ◽

The Government

This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to other competitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. The results support the assumption that brand equity has a positive relationship with consumer responses. The findings shed light on the current issues of the market for dragon fruits, which enables us to provide some suggestions for the Government to facilitate farmers and traders in building brand names, marketers for doing marketing activities, and students to know about brand equity of agricultural product such as dragon fruits.

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Prioritization of Brand Equity Components Using an Integrated Structural Equation Modelling and Fuzzy AHP

Tehnički glasnik ◽

10.31803/tg-20210410214620 ◽

2021 ◽

Vol 15 (3) ◽

pp. 357-365

Author(s):

Gelare Mortezaei ◽

Hamidreza Alizadeh Otaghvar ◽

Hossein Vazifehdoost ◽

Parviz Saeedi ◽

Abdolaziz Pegheh

Keyword(s):

Brand Equity ◽

Firm Value ◽

Customer Value ◽

Structural Equation ◽

Quantitative Methods ◽

Fuzzy Ahp ◽

National Level ◽

Health Tourism ◽

Statistical Population ◽

Tourism Destinations

Brand equity of health tourism is the set of assets (or liabilities) of the brand in relation to the name and symbol of the tourism destination that cause changes in the value of services and experiences that are determined there. Considering the characteristics and cultural, social and economic capacities of Iranian tourism destinations, this study tends to develop a model for brand equity in health tourism, derived from the Acker model, according to Iran's conditions and studies conducted. First, previous studies in this regard were carefully reviewed by meta-synthesis. Then the mixed method including qualitative and quantitative methods was applied. The data were analyzed using grounded theory and MAXQDA18 software and then using structural equation method and fuzzy Analytic Hierarchy Process (Fuzzy AHP). Statistical population included experts including professors in the field of marketing and health tourism specialists for qualitative part, and foreign users of health tourism services of Iran for quantitative part. The results showed that hospital brand equity is directly affected by brand awareness, brand association, perceived quality, brand loyalty, social responsibility, firm value and customer value. As a result, at the national level, investing in this sector and branding and paying attention to brand equity of health tourism can make Iran one of the best health tourism destinations in the world.

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Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products

International Journal of Business and Management ◽

10.5539/ijbm.v11n4p265 ◽

2016 ◽

Vol 11 (4) ◽

pp. 265 ◽

Cited By ~ 1

Author(s):

Jamshid Jafari Drabjerdi ◽

Masoud Arabi ◽

Maryam Haghighikhah

Keyword(s):

Brand Equity ◽

Dairy Products ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Explanatory Role ◽

Effective Factors ◽

Brand Association ◽

Monetary Promotions

Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.

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How sociable is your university brand? An empirical investigation of university social augmenters’ brand equity

International Journal of Educational Management ◽

10.1108/ijem-12-2017-0346 ◽

2018 ◽

Vol 32 (5) ◽

pp. 912-930 ◽

Cited By ~ 4

Author(s):

Ahmed Eldegwy ◽

Tamer H. Elsharnouby ◽

Wael Kortam

Keyword(s):

Undergraduate Students ◽

Brand Equity ◽

Structural Equation ◽

Equation Modeling ◽

University Administrators ◽

Student Interactions ◽

Content Type ◽

Empirical Survey ◽

University Branding ◽

Managerial Implications

PurposeThe purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters’ brand equity.Design/methodology/approachDrawing on an empirical survey of 401 undergraduate students enrolled in private universities in Egypt, this study model was tested using structural equation modeling.FindingsThe findings reveal that university social augmenters’ reputation, coach-to-student interactions, and student-to-student interactions influence students’ satisfaction with social augmenters. The results also suggest that students satisfied with university social augmenters are more likely to exhibit outcomes of brand equity – namely, brand identification, willingness to recommend, and willingness to incur an additional premium cost.Practical implicationsThe results offer managerial implications for university administrators in their quest to enrich students’ university experiences and build strong sub-brands within the university setting. University social augmenters are found to have strong brand equity manifestations and may hold the potential to differentiate university brands in an industry dominated by experience and credence.Originality/valueThis research contributes to the extant literature by filling two gaps in university branding literature. First, previous research has never unified separate streams of literature related to augmented services and brand equity. Second, limited conceptual and empirical research on university branding in general and university social augmentation in particular has been conducted in emerging markets, which has resulted in conceptual ambiguity for the key factors constructing students’ university social experiences.

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Brand equity in the Portuguese vinho verde “green wine” market

International Journal of Wine Business Research ◽

10.1108/ijwbr-07-2016-0023 ◽

2018 ◽

Vol 30 (1) ◽

pp. 2-18 ◽

Cited By ~ 3

Author(s):

Ana Brochado ◽

Fernando Oliveira

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Region Of Origin ◽

Content Type ◽

Brand Association ◽

Body Of Knowledge ◽

Wine Market ◽

Main Determinants

Purpose This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach Data were collected from a sample of wine consumers in Portugal through personal interviews (N = 200). Structural equation modelling was then applied to study the causal relationships between brand equity and its dimensions (i.e. brand loyalty, brand awareness, perceived quality and brand association) for top-of-mind green wine brands, based on Aaker’s conceptual Framework (Aaker, 1991). Findings The study’s results reveal that brand loyalty is the most influential dimension of brand equity for Portuguese green wine and that the links between brand equity and both brand association and perceived quality are significant. These findings can help Portuguese wineries to prioritise – and allocate resources across – brand equity dimensions. Originality/value Although the literature identifies dimensions of brand equity in other industries, the literature on the wine market is still sparse. This study, therefore, contributes to expanding this body of knowledge.

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