Exploring the Interlinkages between Brand Equity and Business Performance – Towards a Conceptual Framework

2012 ◽  
Author(s):  
Bijuna C. Mohan ◽  
A. H. Sequeira
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Business Performance

Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports

2003 ◽  
Vol 27 (2) ◽  
pp. 7-19 ◽  
Author(s):  
Matthew J. Robinson ◽  
James M. Gladden
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Brand Management ◽  
Corporate Sponsorship ◽  
Intramural Sports ◽  
Perception Of Quality ◽  
Institutional Funding ◽  
The Creation ◽  
The University ◽  
Competitive Forces

The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program promotion. The university-related antecedents include the reputation of the institution, facilities, and location of the facilities. The market-related antecedents include internal and external competitive forces. These antecedents lead to the creation of brand equity as composed of awareness, a perception of quality, associations with the brand and ultimately loyalty to the brand (Aaker, 1991). The level of brand equity will determine the consequences: campus visibility, amount of patronage, institutional funding, facility improvements, level of wellness on campus, and corporate sponsorship.

How CSR Affects Brand Equity of Indian Firms?

2017 ◽  
Vol 18 (3_suppl) ◽  
pp. S52-S69 ◽  
Author(s):  
Anupam Singh ◽  
Priyanka Verma
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Business Performance ◽  
Online Survey ◽  
Structural Model ◽  
Developing Economies ◽  
Management Strategies ◽  
Sustainable Business ◽  
Managerial Implications

Studies in the developed economies report that corporate social responsibility (CSR) has effect on brand’s performance. However, there is a dearth of such studies in developing economies like India. Therefore, this study attempts to examine the nexus of CSR and brand equity (BE) in Indian business perspective. For the purpose of this study, questionnaire-based online survey was conducted to collect the empirical data. Structural equation modelling (SEM) technique using AMOS 22.0 was utilized to test structural model. Results indicate that firm’s CSR activities have positive effect on its BE. However, brand awareness, brand image, brand loyalty and purchase intention mediate the CSR and BE relationship. This study adds to the existing CSR literature theoretically and also offers the managerial implications. The findings of this study would help the companies to renovate their management strategies from traditional profit oriented to socially responsible business approach for sustainable business performance.

scholarly journals Moderating Effect of Cluster on Firm's Innovation Capability and Business Performance: A Conceptual Framework

2012 ◽  
Vol 65 ◽  
pp. 867-872 ◽  
Author(s):  
Wawan Dhewanto ◽  
Eko Agus Prasetio ◽  
Sudrajati Ratnaningtyas ◽  
Sri Herliana ◽  
Rendra Chaerudin ◽  
...  
Keyword(s):  
Conceptual Framework ◽  
Business Performance ◽  
Moderating Effect ◽  
Innovation Capability

scholarly journals When does metric use matter less?

2015 ◽  
Vol 49 (11/12) ◽  
pp. 1809-1856 ◽  
Author(s):  
Ofer Mintz ◽  
Imran S. Currim
Keyword(s):  
Conceptual Framework ◽  
Business Performance ◽  
Performance Metrics ◽  
Generalized Least Squares ◽  
Marketing Mix ◽  
Seemingly Unrelated Regression ◽  
Content Type ◽  
Finance Management ◽  
The Impact ◽  
The Relationship

Purpose – This paper aims to develop a conceptual framework, in an effort toward building a contingent theory of drivers and consequences of managerial metric use in marketing mix decisions, this paper develops a conceptual framework to test whether the relationship between metric use and marketing mix performance is moderated by firm and managerial characteristics. Design/methodology/approach – Based on reviews of the marketing, finance, management and accounting literatures, and homophily, firm resource- and decision-maker-based theories and 22 managerial interviews, a conceptual model is proposed. It is tested via generalized least squares – seemingly unrelated regression estimation of 1,287 managerial decisions. Findings – Results suggest that the impact of metric use on marketing mix performance is lower in firms which are more market oriented, larger and with worse recent business performance and for marketing and higher-level managers, while organizational involvement has a lesser nuanced effect. Research limitations/implications – While much is written on the importance of metric use to improve performance, this work is a first step toward understanding which settings are more difficult than others to accomplish this. Practical implications – Results allow identification of several conditional managerial strategies to improve marketing mix performance based on metric use. Originality/value – This paper contributes to the metric literature, as prior research has generally focused on the development of metrics or the linking of marketing efforts with performance metrics, but paid little attention to understanding the relationship between managerial metric use and performance of the marketing mix decision and has not considered how the relationship is moderated by firm and managerial characteristics.

A Conceptual Framework for Assessing Brand Equity in Division I College Athletics

1998 ◽  
Vol 12 (1) ◽  
pp. 1-19 ◽  
Author(s):  
James M. Gladden ◽  
George R. Milne ◽  
William A. Sutton
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Feedback Loop ◽  
College Athletics ◽  
Division I ◽  
Strategic Marketing ◽  
Future Research ◽  
Ticket Sales ◽  
Theoretical Structure ◽  
Television Exposure

In an effort to enhance the organization's image and increase its revenues, sport managers should incorporate the concept of brand equity, the strength of a team/university name in the marketplace, into strategic marketing efforts. This article, building on Aaker's (1991) theoretical structure, develops a conceptual framework of brand equity applied to Division I college athletics. The brand equity framework provides a closed-ended system whereby antecedents (team-related, university-related, and market-related) create brand equity that then results in marketplace consequences (e.g., national television exposure, ticket sales). These consequences then feed into a marketplace perception that impacts the antecedents of brand equity through a feedback loop. Directions for future research efforts that address evaluating the validity of the model, implications for different sports within Division I athletics, and relationships to other popular marketing concepts are offered.

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