A Study of Brand Equity and Marketing Mix Constructs Scale Invariance in UAE

2018 ◽  
Vol 8 (4) ◽  
Author(s):  
Mohammad Shariq
Keyword(s):  
Brand Equity ◽  
Scale Invariance ◽  
Marketing Mix

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.

scholarly journals How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

2017 ◽  
Vol 81 (3) ◽  
pp. 1-20 ◽  
Author(s):  
Hannes Datta ◽  
Kusum L. Ailawadi ◽  
Harald J. van Heerde
Keyword(s):  
Brand Equity ◽  
Positive Association ◽  
Marketing Mix ◽  
Consumer Perceptions ◽  
Three Dimensions ◽  
Fourth Dimension ◽  
Share Model ◽  
Academic Researchers ◽  
Strong Positive Association ◽  
The Impact

Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This article studies the extent to which CBBE manifests itself in SBBE and marketing-mix response using ten years of IRI scanner and Brand Asset Valuator data for 290 brands spanning 25 packaged good categories. The authors uncover a fairly strong positive association of SBBE with three dimensions of CBBE—relevance, esteem, and knowledge—but a slight negative correspondence with the fourth dimension, energized differentiation. They also reveal new insights on the category characteristics that moderate the CBBE–SBBE relationship and document a more nuanced association of the CBBE dimensions with response to the major marketing-mix variables than heretofore assumed. The authors discuss implications for academic researchers who predict and test the impact of brand equity, for market researchers who measure it, and for marketers who want to translate their brand equity into marketplace success.

Why Do Marketing Relationships End? Findings From an Integrated Model of Sport Sponsorship Decision-Making

2017 ◽  
Vol 31 (4) ◽  
pp. 401-418 ◽  
Author(s):  
Jonathan A. Jensen ◽  
T. Bettina Cornwell
Keyword(s):  
Decision Making ◽  
Brand Equity ◽  
Integrated Model ◽  
Marketing Mix ◽  
Economic Conditions ◽  
Sport Organizations ◽  
Sport Sponsorship ◽  
Marketing Relationships ◽  
Longitudinal Dataset

With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may jeopardize what can be a long-term relationship for both sides are underresearched. Utilizing survival analysis modeling to examine a longitudinal dataset of 69 global sponsorships, the purpose of this research is to isolate factors that predict the dissolution of such partnerships and test a dynamic, integrated model of sponsorship decision-making. From the perspective of the sponsoring firm, congruence and high levels of brand equity were found to reduce the hazard of dissolution. Results indicate that economic conditions, such as an inflationary economy, are a statistically significant predictor of sponsorship dissolution. Increased clutter was also detrimental, with every one sponsor added increasing the hazard of dissolution, demonstrating the importance of exclusivity in global sponsorships.

Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

scholarly journals EFFECT OF BRAND EQUITY AND MARKETING MIX ON CUSTOMER SATISFACTION AND IMPACT ON CUSTOMER LOYALTY

2019 ◽  
Vol 2 (3) ◽  
pp. 206
Author(s):  
Nani Sriyani
Keyword(s):  
Customer Satisfaction ◽  
Path Analysis ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Service Marketing ◽  
Marketing Mix ◽  
Brand Strategy ◽  
Marketing Activities ◽  
Number Of Customers

This research is about the activities carried out by PT Bank ICB Bumiputera, Tbk in the use of brand strategy and service marketing mix by looking at its effect on customer loyalty through customer satisfaction.Data processing was done by using path analysis, this research is quantitative with the number of respondents as many as 100 respondents. The results of the first study showed that there is a significant influence between brand equity and marketing mix on customer satisfaction.      The results of the second study show that there is a significant influence of brand quantity, service marketing mix and customer satisfaction on customer loyalty. This research is important information for PT Bank ICB Bumiputera by considering the variables mentioned above so that it can carry out marketing activities that will increase market share and the number of customers

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