scholarly journals EFFECT OF ENDORSER CREDIBILITY, BRAND CREDIBILITY, SELF-BRAND CONNECTION ON BRAND EQUITY

2019 ◽  
Vol 18 (2) ◽  
pp. 115
Author(s):  
Rowlan Takaya
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Brand Credibility ◽  
Study Support ◽  
Research Implication ◽  
The Impact ◽  
Endorser Credibility ◽  
Celebrity Endorsers

<p class="Default"><strong>Purpose </strong>– The purpose of this research was to study the impact of endorser credibility, brand credibility, self-brand connection on endorsed brand equity of the endorsed brand.</p><p class="Default"><strong>Design/methodology/approach </strong>- The analytical method using Amos 24 and Structural Equation Modeling (SEM) to analyze the questionnaire data in Jakarta. There are 417 eligible questionnaires were analyzed.</p><p class="Default"><strong>Findings </strong>– To study the effect of endorser credibility on brand credibility, endorser credibility to brand equity, brand credibility to brand equity, endorser credibility to self-brand connection and self brand connetion to brand equity.</p><p class="Default"><strong>Research limitation </strong>– The research was based in this study using college student customer of Vivo Smartphone at Jakarta as a research object.</p><p class="Default"><strong>Research implication </strong>– Managers can consider using celebrities as a tool to develop meaningful connectivity connections with consumers. The results of this study support the use of celebrity endorsers as a means of increasing brand equity directly.</p><p class="Default"><strong>Originality/value </strong>– This study examines the impact of celebrity endorsers in delivering, influencing, and depicting the product significantly so that consumers buy the product, so that the target marketing made through the endoser can be achieved.</p>

How do consumers perceive old brands? Measurement and consequences of brand oldness associations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richard Huaman-Ramirez ◽  
Nada Maaninou ◽  
Dwight Merunka ◽  
Véronique Cova
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Design Methodology ◽  
Empirical Studies ◽  
Reliability And Validity ◽  
Measurement Scale ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Credibility

Purpose This paper aims to focus on brand oldness associations and their measurement. Research on brand age points to a variety of interpretations concerning perceived brand oldness and establishes the existence of multiple positive consequences such as brand credibility, trust or attachment. However, the complexity and measurement of brand oldness associations are not yet well-established. This paper proposes a reliable and valid measurement scale of the concept. Design/methodology/approach The research follows a rigorous scale-development procedure based on eight empirical studies, with a total of 2,065 respondents. The data were analyzed through covariance-based structural equation modeling. Findings The scale consists of 18 items and six dimensions, namely, decline, expertise, maintenance, reminiscence, timelessness and tradition. Results demonstrate an effect of brand oldness associations on both brand attachment and brand equity. Research limitations/implications The research was conducted in one country (France). Additional studies in other settings or countries should be carried out to establish generalizability of results and strengthen causality inferences. Originality/value This is the first research to study the notion of brand oldness associations. This study identifies its dimensions, develops a measurement scale and demonstrates its reliability and validity.

The relationship between marketing mix and retailer-perceived brand equity

IMP Journal ◽  
2018 ◽  
Vol 12 (1) ◽  
pp. 192-208 ◽  
Author(s):  
Wita Efanny ◽  
Jony Haryanto ◽  
Muhammad Kashif ◽  
Hanif Adinugroho Widyanto
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Content Type ◽  
Distribution Strategy ◽  
Push And Pull ◽  
The Impact ◽  
The Relationship ◽  
Business To Business

Purpose A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE. Design/methodology/approach Based on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data were rigorously analyzed by means of structural equation modeling. Findings The results reveal that elements of marketing efforts such as supplier image, distribution strategy, and push and pull promotions have a significant impact on the RPBE of Nu Green. Originality/value This research extends the understanding of retail marketing in a B2B context by investigating the impact of marketing efforts on RPBE.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals The Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach

2019 ◽  
Vol 7 (3) ◽  
pp. 0-0
Author(s):  
Mohammad Zarei Mahmoudabadi ◽  
◽  
Mohammad Keshtidar ◽  
Seyed Mohammad Javad Razavi ◽  
◽  
...  
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
And Performance ◽  
The Impact

Technopreneurship intention among nonbusiness students: a quantitative assessment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bahadur Ali Soomro ◽  
Naimatullah Shah
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
Quantitative Assessment ◽  
Predictive Power ◽  
New Venture ◽  
Equation Modeling ◽  
Survey Questionnaire ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeThe present study attempts to identify the predictive power of technopreneurial-related activities (TRAs), technopreneurial self-efficacy (TSE) and technopreneurial motivation (TM) on technopreneurial intention (TE) among the nonbusiness students.Design/methodology/approachA conceptual framework is developed for investigation. A quantitative approach is adopted for this research, and the data are collected from the 282 students of the different public sector universities with a survey questionnaire. The application of structural equation modeling (SEM) is applied to investigate the impact of TRAs, TSE and TM on TE.FindingsThe results of SEM found a positive and significant impact of TRAs, TSE and TM on TE among the nonbusiness students of Pakistan.Practical implicationsThe study would be beneficial for the planners and policymakers of universities to improve modes of technopreneurship. The findings may encourage the students to develop strong beliefs, abilities and skills to start a new venture. The literature of entrepreneurship and technopreneurship may further enrich with empirical evidence of the present study.Originality/valueThe study would make technopreneurs able to deal with society's challenges.

Do Green Attributes of Destination Matter? The Affect on Green Trust and Destination Brand Equity

2021 ◽  
Author(s):  
Garima Malik ◽  
Kishore Kumar Gangwani ◽  
Amandepp Kaur
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Tourism Industry ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Green Tourism ◽  
Green Trust ◽  
Destination Brand ◽  
The Impact

Tourism industry is a part of an important sector that contributes to the economic development of any country in an effective way such that the tourism stakeholders are taking efforts to develop sustainable tourism practices in order to preserve the future generation needs and hold their perception towards environment. Extant research on environmental sustainable practices has treated ‘Green’ tourism as local environmental awareness and conservative activities, failing to identify the differences in the way tourist choose destination based on green attributes and how these attributes affects the destination marketing. This study addresses this gap by exploring the relationship among attributes of green tourism and green trust and their impact on destination brand equity. Moreover, an important variable, green washing, is used to measure the moderation effects in the relationships proposed. Analysis was based on a sample of 739 Indian tourists having visited three eco-friendly destinations. Partial least square structural equation modeling (PLS-SEM) technique exhibited the impact of green service attributes (green service delivery and green service support except green service policy) on green trust with significant moderation interaction effects from green washing and finally the consequent affect on destination brand equity.

Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kyuho Lee ◽  
Stella Kladou ◽  
Ahmet Usakli ◽  
Yunxia Shi
Keyword(s):  
Service Quality ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Wine Tourism ◽  
Chinese Wine ◽  
Destination Brand ◽  
The Impact

PurposeThe purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese wine tourists.Design/methodology/approachThis study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).FindingsThe results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.Research limitations/implicationsThis study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.Practical implicationsThe results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.Originality/valueExtant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.

Global brands or local heroes?: evidence from the Spanish beer market

2015 ◽  
Vol 117 (2) ◽  
pp. 565-587 ◽  
Author(s):  
Cristina Calvo Porral ◽  
Jean-Pierre Levy-Mangin
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Specific Knowledge ◽  
Content Type ◽  
Four Dimensions ◽  
Global Brands ◽  
Global Brand

Purpose – The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market. Design/methodology/approach – For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained. Findings – The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands. Originality/value – This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world.

scholarly journals Sharing is entertaining: the impact of consumer values on video sharing and brand equity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gustavo Quiroga Souki ◽  
Flavia Braga Chinelato ◽  
Cid Gonçalves Filho
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Social Value ◽  
Equation Modeling ◽  
Interactive Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
Video Sharing ◽  
Entertainment Value ◽  
The Impact

PurposeThe study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity.Design/methodology/approachA survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey´s hypothetical model.FindingsThe entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity.Practical implicationsEntertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs.Originality/valueThis research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.

scholarly journals MEASUREMENT MODEL: INTERESTS OF BUYING A SAMSUNG BRAND SMARTPHONE WITH CELEBRITY ENDORSER AS AN ANTESEDENT VARIABLES IN THE ERA OF COVID-19

2020 ◽  
Vol 2 (2) ◽  
pp. 353-365
Author(s):  
Ramdani Bayu Putra ◽  
Nandan Limakrisna ◽  
Hasmaynelis Fitri
Keyword(s):  
Structural Equation ◽  
Measurement Model ◽  
Equation Modeling ◽  
Analysis Tool ◽  
Antecedent Variable ◽  
Competitive Prices ◽  
Celebrity Endorser ◽  
And Behavior ◽  
The Impact ◽  
Celebrity Endorsers

The occurrence of the Covid-19 Pandemic around the world has had an impact on changing consumer patterns and behavior. This study aims to analyze the impact of price on the buying interest of Samsung smartphones with Celebrity endorsers as an antecedent variable. The sample in this study were 98 students of the Putra Indonesia University YPTK Padang. This study uses structural equation modeling (SEM) with SmartPLS 3 as an analysis tool. The results of the study found that celebrity endorser is a factor that influences price and buying interest. Meanwhile, the price does not influence buying interest, nor does it play a role in strengthening the influence of Celebrity endorsers on buying interest. For this reason, producers must improve the quality of competitive prices while also maintaining the use of celebrity endorsers in supporting the marketing of their products.

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