impact of aaker’s brand equity components on retail purchase intention

2021 ◽  
Vol 7 (Extra-A) ◽  
pp. 96-112
Author(s):  
Cuong Hung Pham
Keyword(s):  
Multiple Regression ◽  
Association Analysis ◽  
Brand Equity ◽  
Purchase Intention ◽  
Brand Personality ◽  
Purchase Intentions ◽  
Conceptual Approach ◽  
Personality Dimensions ◽  
The Impact ◽  
The Relationship

Present research tried to examine the impact of Brand Equity components on Purchase intention in retail at Vietnam. In addition, the conceptual approach also suggested studying the relationship and effect of brand equity on Vietnam's retail buying intention. The research included an approximate 272 customers and their purchasing intentions were examined by various Vietnamese retail brands. Multiple regression and association analysis are used in this study to produce outcomes. Findings – Multiple regression research has shown that brand personality dimensions are powerful buying intentions predictors. Furthermore, the dimension of purchase intentions could have an immense influence on the dimensions of brand equity. The findings obtained about procurement intentions are vital as they can be used to define the areas of brand equity which seem to be the most relevant to explain customer likings.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

scholarly journals The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture

2021 ◽  
Vol 12 (1) ◽  
pp. 41-51
Author(s):  
Angga Febrian ◽  
Muhtad Fadly
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Purchase Intention ◽  
Customer Value ◽  
Moderator Variable ◽  
Independent Variables ◽  
Digital Era ◽  
Independent Variable ◽  
The Impact ◽  
The Relationship

The digital era, which increasingly becomes massive in people's lives, impacts the traditional sales methods. E-commerce companies compete in winning the competition to create superior customer value. An effective and efficient marketing strategy is needed that can influence customer purchase intention. The research focused on the effect of customer satisfaction, which created eWOM and increased brand equity on purchase intention by adding culture (collectivist culture) as the moderator variables. The research used a quantitative approach. The data were obtained from 280 respondents selected by non-probability sampling. Respondents were customers who had already bought products through e-commerce in Indonesia. The questionnaire instrument was adopted based on theories from the previous researchers. The data used the Likert scale and were analyzed using the SmartPLS 3.0. The results state a significant relationship between the independent and dependent variables. All independent variables have a significant influence on the dependent variable. However, culture as the moderator variable cannot get significant results in the relationship between all the variables. It gets irrelevant results. Hence, the results show that the moderator variable is more appropriate as the independent variable. It can directly affect purchase intention. The research contributes to testing culture as the moderator variable that makes the independent variables generalize the findings.

Interaction of the underdog with equality and scarcity

2019 ◽  
Vol 38 (2) ◽  
pp. 254-267
Author(s):  
Bangwool Han ◽  
Minho Kim
Keyword(s):  
Process Modeling ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Value Orientations ◽  
Brand Positioning ◽  
Ongoing Research ◽  
Content Type ◽  
Social Value Orientations ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate the moderating roles of equality and scarcity on the impact of underdog brand positioning on consumer purchase intentions. Beyond testing the relationship between underdog brand positioning and purchase intentions (Study 1), the study examines how the equality perception affects consumer choices on underdog brands (Study 2) and how the reasons for product scarcity influence purchase intentions of consumers with prosocial orientations (Study 3). Design/methodology/approach A research model is developed, depicting the impact of underdog brand positioning on purchase intentions via social value orientations and scarcity types. The conceptual model is validated using moderation process modeling and data for which are collected through sets of structured questionnaires analyzed through PROCESS modeling in SPSS. Findings The findings support that compared with top dog brand positioning, underdog brand positioning has a greater impact on consumers’ purchase intentions, and consumers with prosocial orientations generate greater purchase intentions than consumers with proself orientations. In addition, the demand-caused product scarcity also moderates the relationship between underdog brand biography and purchase intentions. Originality/value The study contributes to the ongoing research on brand positioning by examining the associations between equality perception and purchase intentions in the context of underdog brand biography. The study also shows the value of demand-caused scarcity as a moderator of the underdog brand–purchase intention linkage.

Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nilesh Arora ◽  
Sanjeev Prashar ◽  
Sai Vijay Tata ◽  
Chandan Parsad
Keyword(s):  
Structural Equation ◽  
Brand Personality ◽  
Purchase Intentions ◽  
Content Type ◽  
Brand Reputation ◽  
Study Results ◽  
Human Image ◽  
Brand Personality Congruence ◽  
The Impact ◽  
The Relationship

Purpose Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions. Design/methodology/approach The present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses. Findings From the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions. Originality/value This study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.

The Impact of Brand Variance on Gender in FMCG Sector

2018 ◽  
pp. 24-35
Author(s):  
Priya Grover ◽  
Sabyasachi Dasgupta
Keyword(s):  
Brand Equity ◽  
Brand Personality ◽  
Product Category ◽  
Personality Characteristic ◽  
Research Paper ◽  
Independent Variable ◽  
Changing Times ◽  
Gender Based ◽  
The Impact ◽  
The Relationship

With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny(masculinity or feminity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category.. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.

scholarly journals Brand personality and brand equity: evidence from the sportswear industry

2015 ◽  
Vol 24 (2) ◽  
pp. 124-133 ◽  
Author(s):  
Jin Su ◽  
Xiao Tong
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Brand Personality ◽  
Innovation Activity ◽  
Contributing Factors ◽  
Personality Dimensions ◽  
Content Type ◽  
Four Dimensions ◽  
Consumer Perspective ◽  
The Impact

Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and brand equity in the context of sportswear brands. It confirmed that consumers do associate particular brand personality dimensions with sportswear brands, and certain dimensions of brand personality have a direct impact on brand equity. The study showed that not all brand personality dimensions have the same influence in increasing the value of a sportswear brand from a consumer perspective, some dimensions being more efficient than others. The findings provide insights as to what dimensions of brand personality would deliver the best result in today’s competitive sportswear market.

scholarly journals The Impact of Brand Crisis on Consumers’ Green Purchase Intention and Willingness to Pay More

2016 ◽  
Vol 10 (1) ◽  
pp. 22 ◽  
Author(s):  
Ismail Tamer TOKLU ◽  
Hilal OZTURK KUCUK
Keyword(s):  
Willingness To Pay ◽  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Value ◽  
Purchase Intentions ◽  
Brand Crisis ◽  
Green Trust ◽  
The Impact

The purpose of the study is to develop an original framework to explore the effects of brand crisis on green purchase intentions and willingness to pay more. This study composes of seven original concepts, which are perceived brand crisis, green brand image, green trust, green brand equity, green perceived value, green purchase intentions and willingness to pay more to develop an integrated model. For this reason, an online survey was carried out in testing the model that includes questions measuring the effects of these variables. Smart PLS structural equation modelling is applied to verify the research framework. A total of 504 questionnaires were collected from Turkish consumers living in Turkey. According to the findings acquired from the structural equation modelling, there is an impact of the perceived brand crisis on green brand image, green trust, green brand equity and green perceived value. Consequently, green brand equity and green perceived value except for green brand image and green trust influence the green purchase intention. Moreover, green purchase intention affects willingness to pay more. Existing studies have shown that perceived brand crisis affects the brand equity, brand trust, brand image, perceived value and purchase intentions. However, there is not any research to shed light on the impact of perceived brand crisis on green brand equity, green brand image, green trust, green perceived value, green purchase intention and willingness to pay more. Therefore, this paper develops a research framework to fill the research gap.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

The Impact of Brand Variance on Gender in FMCG Sector

2019 ◽  
pp. 1294-1303
Author(s):  
Priya Grover ◽  
Sabyasachi Dasgupta
Keyword(s):  
Brand Equity ◽  
Brand Personality ◽  
Product Category ◽  
Personality Characteristic ◽  
Research Paper ◽  
Independent Variable ◽  
Changing Times ◽  
Gender Based ◽  
The Impact ◽  
The Relationship

With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny (masculinity or femininity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

2020 ◽  
Vol 29 (6) ◽  
pp. 783-801
Author(s):  
Chengchen Liu ◽  
Ya Zhang ◽  
Jing Zhang
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Content Type ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Quality Of Products ◽  
The Impact

Purpose There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been extensively researched in the extant literature. This paper aims to explore the factors that contribute to online celebrity branding and improving fans’ purchase intentions. Design/methodology/approach A survey and an experiment were conducted among consumers from the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived self-congruity on a brand is more significant. The brand equity of online celebrities thereby drives followers’ purchase intentions and the perceived quality of products positively moderates this relationship. Originality/value The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase intentions.

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