A STUDY ON THE DIFFERENCE OF THE VISITORS' MOTIVATION AND BRAND EQUITY OF DARK TOURISM VISITOR: FOCUSED ON THE WAR MEMORIAL OF KOREA AND CHINA

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

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The hedonic valuation of South African wine brands

South African Journal of Business Management ◽

10.4102/sajbm.v43i1.173 ◽

2012 ◽

Vol 43 (1) ◽

pp. 11-31 ◽

Cited By ~ 2

Author(s):

D. Priilaid ◽

P. Van Rensburg

Keyword(s):

South African ◽

Brand Equity ◽

Net Present Value ◽

Intrinsic Value ◽

Perceived Quality ◽

Price Premium ◽

Wine Quality ◽

Hedonic Valuation ◽

Equity Value ◽

The Difference

Working with a set of 35 South African wine brands identified in Priilaid and Van Rensburg (2010a), this study presents two brand valuation techniques that combine non-ordinal wine valuation models with conventional methods of valuation. The first price-premium approach defines brand equity value as the difference between a wine’s price and a valuation of its intrinsic worth. The second quality premium approach defines brand equity value as the difference between a wine’s intrinsic value and, instead of price, the value of its perceived quality when sampled sighted. With a set of assumptions regarding consistency in future wine quality, hectorage, price premiums, and sales volumes, brand valuations for each method are calculated as the net present value of the brand premiums paid per unit over the total cases sold. The consequent computations reveal how the price-premium method realises a mean valuation three times greater than the average derived from the alternate quality premium method. This difference is attributed to extreme valuations noted at either end of the price-premium sample, and suggests that this method is perhaps less conservative than perceived quality premium-based valuations. Additionally, the specification of perpetuity is observed to be too extreme. Alternate time scenarios are considered, with a period of ten years posited as perhaps more appropriate to such computations.

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A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility

Journal of Marketing Research ◽

10.1177/002224379403100210 ◽

1994 ◽

Vol 31 (2) ◽

pp. 271-288 ◽

Cited By ~ 147

Author(s):

Chan Su Park ◽

V. Srinivasan

Keyword(s):

Brand Equity ◽

Convergent Validity ◽

Product Category ◽

Added Value ◽

Brand Preference ◽

Good Reliability ◽

Attribute Levels ◽

The Difference ◽

Definition Of ◽

Objectively Measured

The authors develop a new survey-based method for measuring and understanding a brand's equity in a product category and evaluating the equity of the brand's extension into a different but related product category. It uses a customer-based definition of brand equity as the added value endowed by the brand to the product as perceived by a consumer. It measures brand equity as the difference between an individual consumer's overall brand preference and his or her brand preference on the basis of objectively measured product attribute levels. To understand the sources of brand equity, the approach divides brand equity into attribute-based and nonattribute-based components. The method provides the market share premium and the price premium attributable to brand equity. The survey-based results from applying the method to the toothpaste and mouthwash categories show that the proposed approach has good reliability, convergent validity, and predictive validity.

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ANALISIS EKUITAS MEREK GULA PASIR GULAKU DAN GUPALAS

Jurnal Ekonomi dan Bisnis Airlangga ◽

10.20473/jeba.v27i22017.15-30 ◽

2020 ◽

Vol 27 (2) ◽

pp. 197

Author(s):

Darul Bakhtiar

Keyword(s):

Market Share ◽

Brand Equity ◽

Brand Loyalty ◽

Sampling Method ◽

Brand Awareness ◽

Brand Associations ◽

Brand Association ◽

Equity Research ◽

The Difference ◽

First Mover

Introduction: This study aims to study the various elements of brand equity (brand equity) granulated sugar products, such as: brand awareness, brand association, brandperceived quality, and brand loyalty by comparing two brands of sugar products are Gulaku and Gupalas. Gulaku as first mover advantages which the first player to enter a particular industry is often considered to have the first opportunity to build market share since 2002, while Gupalas is a product that has just appeared in 2011.Methods: The sampling method used is purposive sampling with the number of respondents who were taken as the sample in the study of100 people consumers of sugar, especially housewives who are in theMadiun area. Analyzer used in this research is the analysis of the meandifference test through t test and a confirmation through Manova test.Results: Brand equity research results indicate that Gulaku have higherbrand equity than Gupalas. The difference was due to the three elements of brand equity include brand awareness, brand associations and brandloyalty of Gulaku much higher than Gupalas. While Gupalas Gulaku only be offset in terms of perceived quality alone.Conclusion and suggestion: This study is used as input Gupalasmanufacturers namely PT. Nusantara Plantation XI as brand equityevaluation of Gupalas include brand equity, which is supposed to be improved.

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An Investigation of the Differences that Exist between Generations in Relation to Supporting Dark Tourism in Northern Ireland

DBS Business Review ◽

10.22375/dbr.v2i0.26 ◽

2018 ◽

Vol 2 ◽

Author(s):

Maria T Simone-Charteris ◽

Jade Kirkpatrick ◽

Christopher McLaughlin

Keyword(s):

Qualitative Research ◽

Northern Ireland ◽

Focus Groups ◽

Research Method ◽

Research Study ◽

Dark Tourism ◽

Tourism Research ◽

Qualitative Research Method ◽

The Troubles ◽

The Difference

In dark tourism research there is a scarcity of literature that discusses Northern Ireland as a dark tourism destination. This research study was undertaken to investigate the difference in the level of support for dark tourism in Northern Ireland between the generations who lived through the Troubles and those who heard about them. This study employed a qualitative research method based on the completion of focus groups consisting of Protestants and Catholics from different generations. This allowed the authors to gather the views of different Northern Ireland residents' groups. The research found that the views of the younger generation (aged 18-35) and the middle-aged generation (36-55) are similar. These generations believe that the Troubles should be utilised for the purpose of dark tourism as this will benefit Northern Ireland financially and socially. In contrast, the older generation (aged 56-75+) believes that the Troubles are too recent to be exploited for dark tourism development. This is in line with the literature on the topic that was consulted as part of this research.

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Comparison of Skin Moisturizer: Consumer-Based Brand Equity (CBBE) Factors in Clusters Based on Consumer Ethnocentrism

The Winners ◽

10.21512/tw.v15i2.625 ◽

2014 ◽

Vol 15 (2) ◽

pp. 115

Author(s):

Yossy Hanna Garlina

Keyword(s):

Cluster Analysis ◽

Factor Analysis ◽

Analysis Of Variance ◽

Brand Equity ◽

Primary Data ◽

Survey Method ◽

Five Dimensions ◽

Consumer Ethnocentrism ◽

The Difference ◽

Relevant Factors

This research aims to analyze relevant factors contributing to the four dimensions of consumer-based brand equity in skin moisturizer industry. It is then followed by the clustering of female consumers of skin moisturizer based on ethnocentrism and differentiating each cluster’s consumer-based brand equity dimensions towards a domestic skin moisturizer brand Mustika Ratu, skin moisturizer. Research used descriptive survey method analysis. Primary data was obtained through questionnaire distribution to 70 female respondents for factor analysis and 120 female respondents for cluster analysis and one way analysis of variance (ANOVA). This research employed factor analysis to obtain relevant factors contributing to the five dimensions of consumer-based brand equity in skin moisturizer industry. Cluster analysis and one way analysis of variance (ANOVA) were to see the difference of consumer-based brand equity between highly ethnocentric consumer and low ethnocentric consumer towards the same skin moisturizer domestic brand, Mustika Ratu skin moisturizer. Research found in all individual dimension analysis, all variable means and individual means show distinct difference between the high ethnocentric consumer and the low ethnocentric consumer. The low ethnocentric consumer cluster tends to be lower in mean score of Brand Loyalty, Perceived Quality, Brand Awareness, Brand Association, and Overall Brand Equity than the high ethnocentric consumer cluster. Research concludes consumer ethnocentrism is positively correlated with preferences towards domestic products and negatively correlated with foreign-made product preference. It is, then, highly ethnocentric consumers have positive perception towards domestic product.

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The Difference Verification According to the Frequency of the Brand Equity Scale of the Local Professional Team by the Latent Means Analysis

Korean Journal of Sport Studies ◽

10.23949/kjpe.2020.1.59.1.16 ◽

2020 ◽

Vol 59 (1) ◽

pp. 209-222

Author(s):

Sei-Yi Oh ◽

Kyung-A Oh

Keyword(s):

Brand Equity ◽

The Difference ◽

Latent Means

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Effect of Crowdsourcing on Consumer Brand Perceptions and Behavioral Intentions

Business Perspectives and Research ◽

10.1177/2278533718800190 ◽

2018 ◽

Vol 7 (1) ◽

pp. 42-58

Author(s):

Prashant Kumar ◽

Tao Meng ◽

Sajal Kabiraj

Keyword(s):

Experimental Research ◽

Brand Equity ◽

Research Methodology ◽

Behavioral Intention ◽

Behavioral Intentions ◽

Marketing Activity ◽

Per Se ◽

The Difference ◽

And Behavior ◽

Future Growth

Crowdsourcing has gained a lot of traction since it was christened way back in 2006, and its growing embracement across the industries augurs well for its future growth. As the ultimate target of any marketing activity is the consumer, it becomes highly imperative to gauge the effect of a crowdsourcing activity on the consumers’ perception and behavior. The present study desires to achieve the same through an experimental research methodology and uses the brand equity framework to assess the non-participants (consumers who do not participate in crowdsourcing activity) perceptions and behavioral intentions toward the crowdsourcing brand. Moreover, as crowdsourcing is also being labeled and criticized as an exploitative form of activity, so as to further accentuate the findings, the difference in the effect on brand equity and behavioral intention on the basis of crowdsourcing campaigns (in context of social and non-social campaigns) is also measured. Overall, the study reveals that crowdsourcing as a concept per se creates favorable consumer brand perceptions and behavioral intentions, provided crowdsourcing involve social initiative.

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How Credibility Endorser Strengthen Brand Equity: Case Study in Shoppe Consumers

Journal of Business Management Review ◽

10.47153/jbmr.v1i1.7 ◽

2020 ◽

Vol 1 (1) ◽

pp. 018-027

Author(s):

Siti Nur Laily Rohmawati

Keyword(s):

Data Processing ◽

Path Analysis ◽

Hypothesis Testing ◽

Brand Equity ◽

Sampling Technique ◽

Probability Sampling ◽

Brand Credibility ◽

The Difference ◽

Endorser Credibility

The background of this study is the difference in research results, wherein the research conducted by Dewi (2017) where endorser credibility does not affect brand equity. While Spry (2011) and Sondakh (2015) endorser credibility have a significant effect on brand equity. This study aims to analyze the effect of endorser credibility on brand equity. The research sample is Post Millennial Shopee consumers with 100 respondents. The sampling technique uses probability sampling. Data processing and hypothesis testing using path analysis. The results showed that Endorser credibility affected brand credibility. Endorser credibility affects brand. Brand credibility affects brand equity, and Brand credibility mediates endorser credibility towards Brand equity.

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