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.

Distribution Intensity and Purchase Behavior-mediating Role of Brand Equity in Oil Marketing Companies (OMCs): An Emerging Markets Perspective

2021 ◽  
pp. 227853372098702
Author(s):  
George Kofi Amoako
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Purchase Behavior ◽  
Brand Awareness ◽  
Brand Association ◽  
The Impact ◽  
Distribution Intensity ◽  
The Relationship

The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand perceived quality, brand awareness, brand association, and brand loyalty. The study revealed that there is a positive relationship between distribution intensity and purchase behavior through brand equity. Structural equation modelling was used to investigate the relationship among channel location, store availability (distribution intensity), and brand equity (brand loyalty, perceived quality, brand association and brand awareness) and purchase behavior. The study revealed that brand equity mediates the relationship between distribution intensity and purchase behavior in the oil marketing companies (OMCs) in Ghana. This study extends the applicability of brand equity as a mediating variable to enhance the impact of location and service mart availability on purchasing behavior of customers. Additionally, this study provides an in-depth understanding of how the various components of brand equity of OMCs brands contribute to drive consumption experience and continual usage of OMC channels in Ghana. This study is based on a cross-sectional design, and since user behavior may change over time, a longitudinal study will be useful in the future.

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

2016 ◽  
Vol 11 (4) ◽  
pp. 265 ◽  
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

<p>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.</p>

Banking Innovative Service With Digital Brand Equity for New Age Consumers

2021 ◽  
pp. 134-159
Author(s):  
Sonu Dua ◽  
Inderpal Singh ◽  
Subhankar Das
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Banking Sector ◽  
New Age ◽  
Marketing Mix ◽  
Equation Model ◽  
Brand Association ◽  
Research Article ◽  
Marketing Variables ◽  
The Impact

Digital banking is at the helm of all intangible transactions for the new age consumers in this world of touchless banking. So here in this chapter the authors tried to reconcile the new innovative content that will make this service to a notch higher. In goods industry, the product is considered as primary brand with various attributes. However, in case of services industry, the company itself is a primary brand. This research article is based upon primary research of services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been taken into consideration: brand awareness and brand association. For this purpose, structured questionnaire was prepared, and survey was conducted on 400 respondents and structural equation model has been applied.

Innovations in Digital Banking Service Brand Equity and Millennial Consumerism

2020 ◽  
pp. 62-79
Author(s):  
Subhankar Das
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Banking Sector ◽  
Marketing Mix ◽  
Equation Model ◽  
Brand Association ◽  
Banking Service ◽  
Service Brand ◽  
Marketing Variables ◽  
The Impact

In the goods industry, the product is considered the primary brand with various attributes. However, in the case of the services industry, the company itself is a primary brand. This chapter is based upon primary research of the services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been given consideration such as brand awareness and brand association. For this purpose, a structured questionnaire was prepared, and a survey was conducted on 400 respondents, and a structural equation model has been applied.

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

2018 ◽  
Vol 30 (1) ◽  
pp. 2-18 ◽  
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.

scholarly journals ANALISIS PENGARUH EKUITAS MEREK TERHADAP PERLUASAN MEREK DARI KATEGORI PRODUK MINYAK GORENG MEREK FILMA DI SURABAYA

2018 ◽  
Vol 10 (3) ◽  
pp. 423-454
Author(s):  
Bambang Hadi Santoso
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Causal Relation ◽  
Brand Extension ◽  
Perceived Quality ◽  
Research Data ◽  
Brand Awareness ◽  
Research Model ◽  
Validity And Reliability ◽  
Brand Association

Focus of this research is analysis on the influence of brand equity upon brand extenssion. In this research, the brand equity was measured by dimensions (brand awareness, perceived quality and brand association). The analyzed variables in this research are classified into exogenous variables consisted of brand awareness, perceived quality and brand association variables, and endogenous variables comprised of brand equity and brand extension variables. Likert scale of 5 points was implemented for measuring variables in the research model. Samples of the research are consumer respondents, those are consumer respondents bought and consumed Filma brand fried oil product category in Surabayacity. There are 200 respondents of consumers have been taken for the purpose of conducting this research. Data obtained from the research are analyzed by applying the SPSS program of 11.0 verssion and the AMOS program of 4.01 verssion. The SPSS program was used for the purpose of conducting the preliminary tests (validity and reliability tests), mean while, the AMOS program was used for executing statistical technique analysis, namely Structural Equation Model (SEM). Test of pre-research has been conducted in order to know the validity of the measurement tools in functioning the measurement function and the reliability of the research data. The validity and reliability tests are based on the collected data received from the consumer respondents through distributing questionnaires addressed to 30 consumer respondents.From this research model, it is expected that the relation among variables in conjunction with observing reciprocal effects between brand equity and brand extension can be explained. Through SEM, the researcher can observe the fitness of the model with empirical data, and also the researcher knows the causal relation among the constructed or observed factors in the model. The results of this research indicated that (1) Brand awareness has no influence upon brand equity (hypothesis is rejected); (2) Perceived quality has influence upon brand equity (hypothesis is accepted); (3) Brand association has no influence upon brand equity (hypothesis is rejected); (4) Brand equity has influence upon brand extension (hypothesis is accepted); and (5) Brand extension has no influence upon brand equity (hypothesis is rejected).

scholarly journals The Impact of Brands on Consumer Buying Behavior

2016 ◽  
Vol 5 (4) ◽  
pp. 1-16 ◽  
Author(s):  
Ulas Akkucuk ◽  
Javed Esmaeili
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Brand Name ◽  
Buying Behavior ◽  
Brand Association ◽  
The Impact

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

scholarly journals The Impact of Brand Equity of Global Pharmaceutical Companies on Prescriptions Decisions of Physicians in Jordan: The Moderating Role the Performance of Medical Representatives

2021 ◽  
Vol 12 (2) ◽  
pp. 302
Author(s):  
Eyad Mustafa AL-Ghanem
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Pharmaceutical Companies ◽  
Brand Association ◽  
Study Population ◽  
The Impact ◽  
Moderating Role

This study aimed to identify the impact of the brand equity and its dimensions (brand awareness, brand association, perceived quality, and brand loyalty) of Global Pharmaceutical Companies on Prescriptions decisions of physicians in Jordan.The population of sample were the Jordanian physicians, the study tool was questionnaire, which was distributed to connivance sample (Physicians), the data was collected from (240) participants of study population, the data collected were analysed by using the Smart-PLS software.The study result is finding that statistically significant effect of the brand equity of global pharmaceutical companies on Prescriptions decisions of physicians in Jordan, and this effect was positiveGlobal pharmaceutical companies need to focus more on all study variables (dimensions of brand equity) because they have a role of enhancing the prescription decisions of physicians.

scholarly journals Ekuitas Merek Produk Cap Kaki Tiga: Pengujian Model Consumer-Based Brand Equity

2019 ◽  
Vol 2 (4) ◽  
Author(s):  
Joko Pramono
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Equation Model ◽  
Brand Awareness ◽  
Causal Order ◽  
Relative Significance ◽  
Positive Effects ◽  
Brand Association

This study examines consumer-based brand equity of Cap Kaki Tiga-label branding and relative significance of brand awareness, perceived quality, and brand association on brand loyalty. As additional, this study aims to test the role of brand loyalty as a mediator on the relationship of its predictors on brand equity. A survey instrument was developed, scale measures were pretested, and the final survey was administered directly to 210 respondents. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. A causal order between brand equity dimensions was established. The results suggest that the positive effects of brand awareness, perceived quality and brand association on brand loyalty, and overall brand equity are mediated by brand loyalty. Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to brand awareness, since it is the factor with the strongest impact on brand loyalty.

scholarly journals ANALISIS EKUITAS MEREK DARI KATEGORI PRODUK MINYAK GORENG BIMOLI PADA KELOMPOK USAHA INDOFOOD

2007 ◽  
Vol 9 (4) ◽  
pp. 517
Author(s):  
Bambang Hadi Santoso
Keyword(s):  
Brand Equity ◽  
Multiple Linear Regression Model ◽  
Sampling Technique ◽  
Perceived Quality ◽  
Population Characteristics ◽  
Brand Awareness ◽  
Primary Data ◽  
Brand Association ◽  
The Impact ◽  
Fried Oil

The Indofood Group and even all companies at the present time are facing tight competition. As a consequence of this condition, they must have abilities to build and to keep, as well as to increase the brand equity of their products they offered. There are four purposes of this research; firstly, to examine the influence of brand awareness to the brand equity of Bimoli brand at Indofood Group; secondly, to examine the influence of perceived quality to the brand equity of Bimoli brand at Indofood Group; thirdly, to examine the influence of brand association to the brand equity of Bimoli brand at Indofood Group; and fourthly, to examine the influence of brand awareness, perceived quality and brand association simultaneously to the brand equity of Bimoli brand at Indofood Group. The population of this research is consumers of fried oil of Bimoli who ever buy and consume fried oil of Bimoli brand in towns of Surabaya and Sidoarjo. Samples taken for conducting the research were samples who own population characteristics. Total number of consumer respondent as samples of this research was established at the amount of 130 respondents. Primary data collection for realizing this research was done by distributing questioners to all consumer respondents. It was noted that the sampling method was using non-probability sampling through convenience sampling technique. Technical analyis implemented in this research is statistical formula in this case multiple linear regression model. Through t-test, results of research have proved that brand awareness variable has no impact individually to the brand equity variable, and two variables of perceived quality and brand association have the impact individually to the brand equity variable, and through F-test, the three variables of brand awareness, perceived quality and brand association have the impact simultaneously to the brand equity variable.

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