scholarly journals EFFECTS OF INTENSIVE DISTRIBUTION AND SALES PROMOTION ON CORPORATE IMAGE AND CONSUMER-BASED BRAND EQUITY: A STUDY ON SUZUKI CAR CONSUMERS OF PT. SURYA BATARA MAHKOTA, EAST NUSA TENGGARA, INDONESIA

2018 ◽  
Vol 81 (9) ◽  
pp. 172-184
Author(s):  
A.S.W. Langga ◽  
T. Alhabsji ◽  
S. Notosubroto ◽  
A. Kusumawati
Keyword(s):  
Brand Equity ◽  
Corporate Image ◽  
Sales Promotion

Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

2011 ◽  
pp. 61-88
Author(s):  
Huong Hoang Thi Thu ◽  
Lin Yu-Li
Keyword(s):  
Brand Equity ◽  
Sales Promotion ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Performance ◽  
Business Context ◽  
Brand Association ◽  
Customer Perceived Value ◽  
Trade Promotions ◽  
Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

Does Loyalty Matter? Impact of Brand Loyalty and Sales Promotion on Brand Equity

2020 ◽  
Vol 26 (4) ◽  
pp. 524-543
Author(s):  
Joshy Joseph ◽  
Bharadhwaj Sivakumaran ◽  
Shawn Mathew
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sales Promotion

Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation

2018 ◽  
Vol 19 (6) ◽  
pp. 1663-1680 ◽  
Author(s):  
Somesh Kumar Sinha ◽  
Priyanka Verma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Positive Influence ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling ◽  
Research Findings ◽  
The Impact

Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.

scholarly journals The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies

2020 ◽  
Vol 12 (15) ◽  
pp. 5979
Author(s):  
Hsiang Te Liu ◽  
Ruey-Chyn Tsaur
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Theory Of Reasoned Action ◽  
Reasoned Action ◽  
Corporate Image ◽  
Human Beings ◽  
Role Of Government ◽  
Government Subsidies ◽  
The Government ◽  
Willingness To Purchase

Smartphones have become indispensable for human beings today. However, with mobile phone manufacturers updating existing models or launching new models every year, consumers tend to keep replacing their phones with the latest versions, resulting in an excessive waste of resources. These days, most governments worldwide emphasize energy conservation and carbon reduction. If pre-owned smartphones are refurbished or repaired, the excessive waste of resources can be reduced. Such recycling can positively enhance corporate image, while ensuring that consumer needs are met. Thus, to explore consumers’ willingness to purchase such “green” smartphones, this study uses the theory of reasoned action (TRA) to explore consumers’ purchase intentions and understand how brand equity, green marketing, as well as consumer’s green awareness and attitude influence this intention. This research also investigates the role of government subsidies as a moderator affecting consumers’ willingness to purchase green smartphones. The results indicate that, in general, consumers are willing to purchase green smartphones, the direct effect of brand equity on purchase intention is significant, and government subsidies have significant moderating effects. Therefore, it is recommended that the government cooperate with enterprises. The cooperation can be aimed at promoting green products as well as subsidizing consumers, to increase their willingness to purchase green smartphones.

scholarly journals The role of brand equity in increasing buying interest

2021 ◽  
pp. 1999-2010
Author(s):  
Gita Sugiyarti ◽  
Aris Mardiyono
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

scholarly journals Efek Corporate Social Responsibility pada Brand Equity Dimediasi Corporate Image dan Brand Awareness

2021 ◽  
Vol 4 (1) ◽  
pp. 53-74
Author(s):  
Rulloh Delia Anggorawati ◽  
Budiyanto Budiyanto ◽  
Esti Margiyanti Utami
Keyword(s):  
Regression Analysis ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Corporate Image ◽  
Brand Awareness ◽  
Hierarchical Regression ◽  
Hierarchical Regression Analysis ◽  
Corporate Social ◽  
Positive Effect

The purpose of this study examine the influence of corporate social responsibility on brand equity; the effect of corporate social responsibility on brand awareness; the influence of corporate social responsibility on corporate image; the influence of brand awareness on brand equity; the effect of corporate image on brand equity; effect of corporate social responsibility on brand equity mediated by brand awareness; effect of corporate social responsibility on brand equity mediated by corporate image. Sample of this research is 120 people. Sampling technique used in this study is judgment sampling. Hypothesis testing used hierarchical regression analysis. The results showed that corporate social responsibility has an positive effect on brand equity, corporate social responsibility has a positive effect on brand awareness, corporate social responsibility has a positive effect on corporate image, brand awareness has a positive effect on brand equity, corporate image has a positive effect on brand equity, brand awareness mediates the effect of corporate social responsibility on brand equity, and corporate image mediates the influence of  corporate social responsibility on brand equity.Penelitian ini bertujuan untuk menguji pengaruh corporate social responsibility terhadap brand equity; pengaruh corporate social responsibility terhadap brand awareness; pengaruh corporate social responsibility terhadap corporate image; pengaruh brand awareness terhadap brand equity; pengaruh corporate image terhadap brand equity; pengaruh corporate social responsibility terhadap brand equity yang dimediasi oleh brand awareness; pengaruh corporate social responsibility terhadap brand equity yang dimediasi oleh corporate image. Sampel penelitian ini berjumlah 120 orang. Teknik sampling yang digunakan dalam penelitian ini yaitu judgement sampling. Pengujian hipotesis yang digunakan adalah hierarchical regression analysis. Hasil penelitian menunjukkan bahwa corporate social responsibility berpengaruh positif terhadap brand equity, corporate social responsibility berpengaruh positif terhadap brand awareness, corporate social responsibility berpengaruh positif terhadap corporate image, brand awareness berpengaruh positif terhadap brand equity, corporateimage berpengaruh positif terhadap brand equity, brand awareness memediasi pengaruh corporate social responsibility terhadap brand equity, dan corporate image memediasi pengaruh corporate social responsibility terhadap brand equity.

scholarly journals Analisis Kepuasan dan Loyalitas Pelanggan Telepon Seluler dengan Citra Perusahaan dan Ekuitas Merek sebagai Variabel Eksogen

2021 ◽  
Vol 1 (3) ◽  
pp. 41-52
Author(s):  
Rully Armanto ◽  
Muji Gunarto
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Random Sampling ◽  
Structural Equation ◽  
Cell Phone ◽  
Cellular Phone ◽  
Corporate Image ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Cluster Random Sampling

The purpose of this study was to determine whether the satisfaction and loyalty of cellular phone customers is influenced by corporate image and brand equity. The sample of this research is student cell phone users in Palembang City, amounting to 250 respondents. The sampling technique used was cluster random sampling. The statistical analysis technique used Structural Equation Modeling (SEM) with the help of LISREL software. The results showed that consumer satisfaction of cell phone users was significantly influenced by brand equity, while consumer loyalty of cellular phone users was influenced by corporate image and satisfaction. These results also indicate that satisfaction is an intervening variable for the relationship between brand equity and consumer loyalty, meaning that consumer loyalty can be built with brand equity through customer satisfaction. Better brand equity will increase customer satisfaction which in turn will increase consumer loyalty. Tujuan penelitian ini adalah untuk mengetahui apakah kepuasan dan loyalitas pelanggan telepon seluler dipengaruhi oleh citra perusahaan dan ekuitas merek. Sampel penelitian ini adalah mahasiswa pengguna telepon seluler di Kota Palembang yang berjumlah 250 responden. Teknik sampling yang digunakan adalah cluster random sampling. Teknik analisis statistik digunakan Structural Equation Modeling (SEM) dengan bantuan software LISREL. Hasil penelitian menunjukkan bahwa kepuasan konsumen pengguna telepon seluler secara signifikan dipengaruhi oleh ekuitas merek, sedangkan loyalitas konsumen pengguna telepon seluler dipengaruhi oleh citra perusahaan dan kepuasan. Hasil ini juga menunjukkan bahwa kepuasan menjadi variabel intervening bagi hubungan equitas merek denngan loyalitas konsumen, artinya bahwa loyalitas konsumen dapat dibangun dengan equitas merek melalui kepuasan konsumen. Equitas merek yang semakin baik akan meningkatkan kepuasan konsumen yang pada akhirnya akan meningkatkan loyalitas konsumen.

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