scholarly journals The Influence of Packaging and Brand Equity on Over-The-Counter Herbal Medicines in Kumasi, Ghana

2018 ◽  
Vol 10 (5(J)) ◽  
pp. 59-72
Author(s):  
Peter Kwasi Oppong ◽  
Maxwell A Phiri
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Herbal Medicines ◽  
Drug Market ◽  
Business Environment ◽  
Pharmaceutical Market ◽  
Mediating Effect ◽  
Systematic Sampling ◽  
Over The Counter ◽  
The Impact

In today`s competitive business environment, packaging and brand equity provide a competitive advantage to a firm which may increase and maintain its market share. However, the role of packaging in supporting the brand equity is relatively new in the over-the-counter pharmaceutical market and currently, there is a lack of empirical research to uncover its significance in this product segment. This paper seeks to investigate the impact of packaging on brand equity through the mediating effect of dimensions of brand equity in the over-the-counter drug market in Kumasi metropolis. Based on Aaker`s customer-based brand equity model, eight hypotheses were formulated and tested through structural equation modelling. Using systematic sampling, data was collected through survey questionnaires from a sample of 348 consumers who patronize in herbal medicines from herbal stores in Kumasi Metropolis. The study found that packaging significantly contributes to support brand equity of plant medicines through the mediating effect of brand awareness, brand association and brand loyalty. These results indicate that brand managers in the plant medicine industry need to consider packaging as an important brand-building tool in their marketing strategy to enhance brand equity in the over-the-counter pharmaceutical market. This will enh0ance their competitive distinctiveness in the over-the-counter market. 

AN EMPIRICAL STUDY ON THE IMPACT OF SUSTAINABLE MANUFACTURING PRACTICES AND INNOVATION PERFORMANCE ON ENVIRONMENTAL SUSTAINABILITY

2015 ◽  
Vol 77 (4) ◽  
Author(s):  
N. Hami ◽  
M.R. Muhammad ◽  
Z. Ebrahim
Keyword(s):  
Environmental Sustainability ◽  
Structural Equation ◽  
Sustainable Manufacturing ◽  
Business Environment ◽  
Manufacturing Firms ◽  
Innovation Performance ◽  
Mediating Effect ◽  
Equation Modeling ◽  
The Impact ◽  
The Relationship

This study analyzes the causal relationship between sustainable manufacturing practice (SMP) and environmental sustainability as well as determines the mediating effect of innovation performance (IP) on the relationship between SMP and environmental sustainability. Adaptation from the changing business environment, manufacturing firms are facing great challenge on producing more products with less resource consumption, pollution emitted and waste generated. Using structural equation modeling, the survey data collected from 150 Malaysian manufacturing firms has been analyzed in this study. The empirical results show that both types of SMP have a positive and significant impact on environmental sustainability with external SMP is greater than internal SMP. However, there is no significant evidence to prove IP as a mediator for SMP-environmental sustainability linkage. The findings of this paper have important implication in both theoretical and practical perspectives. While provide better understanding of the phenomena by simultaneously analyzing a series of dependence relationships among SMP, IP and environmental sustainability, these results could help managers to understand the types of practices that would improve their environmental performance.  

scholarly journals Influence of Brand Credibility, Satisfaction and Quality on Brand Equity in Non-Conventional Health Industry

2021 ◽  
Vol 11 (2(V)) ◽  
pp. 58-67
Author(s):  
Peter Kwasi Oppong
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Management ◽  
Sampling Technique ◽  
Equation Model ◽  
Systematic Sampling ◽  
Mediating Role ◽  
Brand Credibility ◽  
The Impact

Consumer perceptions of quality, satisfaction, and brand credibility are critical ingredients for developing healthy brands with high value in a competitive market. However, few authors have looked into the brand credibility`s intervening role in the effect of quality and satisfaction on brand equity in the non-conventional health industry. Hence, this paper sought to evaluate the mediating role of brand credibility in the effect of quality and satisfaction on brand equity in the non-conventional health industry. A covariance-based structural equation model was the analytical tool employed to evaluate the hypotheses stated in this paper. Data were gathered from 265 customers using a systematic sampling technique. The research confirmed that brand credibility contributes partially to the impact of quality on brand equity and completely to satisfaction on equity in the non-conventional health industry. Accordingly, this paper contributes to expanding the current brand management literature by demonstrating the brand credibility`s intervening role in the path between satisfaction, quality, and equity, particularly in the non-conventional health industry. This paper also adds to the brand manager`s knowledge of how to build and harness credibility, quality, and satisfaction to increase brand equity in the non-conventional health industry.

scholarly journals Consumers’ assessment of the brand equity of garment brands

2021 ◽  
Vol 72 (06) ◽  
pp. 666-672
Author(s):  
RANA FAIZAN GUL ◽  
DUNNAN LIU ◽  
KHALID JAMIL ◽  
MUBASHER MUHAMMAD KAMRAN ◽  
AZAL HUSSAIN AWAN ◽  
...  
Keyword(s):  
Relationship Quality ◽  
Social Exchange ◽  
Brand Equity ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Brand Personality ◽  
Exchange Theory ◽  
Mediating Effect ◽  
The Social ◽  
The Impact

The assessment of brand equity and its sources is a trend among researchers and garment brand companies nowadays. The purpose of the current study is to explore the impact of two independent variables, including “words of mouth” (WOM) and “brand personality”, on the dependent variable “brand equity”, along with the assessment of mediating effects of “relationship quality”. Previous literature on the subject suggests that multiple sources including “words of mouth” and “brand personality” influence “brand equity”, but no attempts have been made for the assessment of “relationship quality” as a mediator among sources of brand equity in the context of garment brands. The present study aims at filling that gap through the presentation of a statistical model. Respondents in the sample included the regular customers of the garment brands. Partial least squares structural equation modelling (PLS-SEM) was used to fddd the collected data. The results indicated that the “WOM” and “brand personality” had a significantly positive influence on “brand equity”. “Relationship quality” was found to have a strong mediating effect. The theory of brand equity and the social exchange theory was used to develop a representative model. Results of the study strengthen the premises of the theory of brand equity and the social exchange theory. The researchers recommended the exploration of the influence of other possible mediating variables in future researches. Recommendations were also made for the administrators of the garment brand companies for the consideration of “relationship quality” along with the sources of “brand equity”, including “words of mouth” and “brand personality” for improved decision making and competitive advantage

scholarly journals The Link between Brand Equity and Loyalty: Evidence from Traditional Medicine Market in Kumasi Metropolis, Ghana

2019 ◽  
Vol 11 (1(J)) ◽  
pp. 11-21
Author(s):  
Peter Kwasi Oppong, ◽  
Maxwell A. Phiri
Keyword(s):  
Traditional Medicine ◽  
Brand Equity ◽  
Structural Equation ◽  
Herbal Medicines ◽  
Perceived Quality ◽  
Brand Association ◽  
Traditional Health ◽  
Health Practitioners ◽  
Research Propositions ◽  
The Impact

Abstract: Building a vibrant brand in a highly competitive market is of strategic importance as it provides greater loyalty which generates large market share and decreases competitive pressure on a firm. However, there is a lack of empirical evidence on the role of brand equity in supporting the formation of loyalty in the traditional medicine market. The aim of this research is to investigate the impact of brand equity on loyalty in the traditional medicine market. Based on the dimensionality of Aaker`s brand equity framework, four research propositions were put forward and evaluated by using structural equation modelling. The study relied on a sample of 348 customers who buy herbal medicines from the traditional medicine market in Kumasi metropolis. The study established that perceived quality, brand association and awareness significantly contribute to enhance the value of the brands which in turn, creates loyalty in the traditional medicine market in the Kumasi Metropolis. Recognizing the strategic importance of loyalty to the success of a firm, traditional health practitioners should direct their efforts towards developing perceived quality, brand association and awareness to enhance the value of their brands to support loyalty in the Kumasi traditional medicine market.

scholarly journals The Relationship between HRM Strategies and Sustainable Competitive Advantage: Testing the Mediating Role of Strategic Agility

2021 ◽  
Vol 13 (9) ◽  
pp. 5315
Author(s):  
Mohamed Battour ◽  
Maged Barahma ◽  
Mohammed Al-Awlaqi
Keyword(s):  
Competitive Advantage ◽  
Structural Equation ◽  
Human Resources Management ◽  
Business Environment ◽  
Mediating Effect ◽  
Sustainable Competitive Advantage ◽  
Manufacturing Companies ◽  
Strategic Agility ◽  
The Impact ◽  
The Relationship

This study aims to investigate the impact of strategic agility on the relationship between Human Resources Management (HRM) strategies and Sustainable Competitive Advantage (SCA). A total of 227 large and medium-sized manufacturing companies were surveyed and studied. Using Structural Equation Modelling (SEM), this study found a positive and direct impact of HRM strategies on SCA. The study revealed a mediating effect of strategic agility on the relationship between HRM strategies and SCA. This study provides practical guidance for Yemeni large and medium-sized manufacturing companies to maintain SCA by focusing more on strategic agility in a turbulent business environment.

Mediating Effect of Organizational Commitment Between Islamic Human Resource Practices and Organizational Performance Among Islamic Banks of Bangladesh

2018 ◽  
Vol 15 (2) ◽  
pp. 54-65
Author(s):  
Bablu Kumar Dhar ◽  
Rosnia Masruki ◽  
Mahazan Mutalib ◽  
Hatem Mohammed Rahouma ◽  
Farid A. Sobhani ◽  
...  
Keyword(s):  
Organizational Commitment ◽  
Organizational Performance ◽  
Human Resource ◽  
Structural Equation ◽  
Stock Exchange ◽  
Reliability And Validity ◽  
Mediating Effect ◽  
Islamic Banks ◽  
Hr Practices ◽  
The Impact

This paper aims at exploring the impact of Islamic human resource (HR) practices on organizational performance though organizational commitment. Data were collected from randomly selected 170 branch managers of six Islamic Banks listed on Dhaka Stock Exchange of Bangladesh. After collecting data, descriptive analysis and structural equation model were done to examine reliability and validity of the model. By analysis, the study finds that Islamic HR practices have more significant impact on organizational performance though organizational commitment rather than the direct effect of Islamic HR practices to organizational performance. The findings of the study advocate that Islamic banks should emphasize more on Islamic HR practices and organizational commitment to uphold their organizational performance.

scholarly journals The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam

2021 ◽  
Vol 14 (4) ◽  
pp. 164
Author(s):  
Quang Bach Tran ◽  
Quoc Hoi Le ◽  
Hoai Nam Nguyen ◽  
Dieu Linh Tran ◽  
Thi Thuy Quynh Nguyen ◽  
...  
Keyword(s):  
Employee Engagement ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Model ◽  
Negative Impact ◽  
Theory And Practice ◽  
Emotional Engagement ◽  
Opportunistic Behavior ◽  
Corporate Brand ◽  
The Impact

Brand is considered a valuable asset that a business wants to create and maintain growth throughout its business cycle. This paper examines the impact of corporate brand equity on employees’ opportunistic behavior. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis of structural model with a scale of 609 samples of employees of enterprises in Vietnam. The research results show that corporate brand equity has a negative impact on employees’ opportunistic behavior. In the relationship between these two factors, trust and emotional engagement act as intermediate factors. Additionally, the research demonstrates that trust has a positive effect on all three components of employee engagement, including emotional engagement, computational engagement, and standards-based engagement. On that basis, the research suggests a number of recommendations to minimize the opportunistic behavior of employees in the enterprise. The findings of this study have shown the importance and impact of brand equity on employee opportunistic behavior. These are meaningful contributions in both theory and practice to help businesses gain deeper insight into brand equity and the need to pay attention to building and developing durable brand equity for businesses. At the same time, it is an important basis for the next research projects.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

scholarly journals The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

2021 ◽  
Vol 14 (8) ◽  
pp. 346
Author(s):  
Thi Thu Cuc Nguyen
Keyword(s):  
Brand Equity ◽  
Commercial Banks ◽  
Structural Equation ◽  
Quantitative Research ◽  
Negative Impact ◽  
Banking Services ◽  
Quantitative Research Methods ◽  
Two Factors ◽  
Customer Services ◽  
The Impact

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

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