scholarly journals Exploring the consumer-based brand equity relations on Croatian youth fashion market

2021 ◽  
Vol 9 (1) ◽  
pp. 155-168
Author(s):  
Davor Širola
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Causal Relation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Marketing Concept ◽  
Brand Associations ◽  
Marketing Activities ◽  
Equity Index

Brand equity is considered a precious marketing concept for practitioners and scholars. This study is focused on the perceptual consumer-based brand equity approach and widely adopted Aaker’s (1991) conceptualization with four primary dimensions: brand awareness, brand associations, perceived quality, and brand loyalty. These components represent the salient dimensions of a multidimensional brand equity index. The research followed the original 14-item Yoo and Donthu (2001) consumer-based brand equity measurement scale. The research hypotheses were successfully corroborated within the Croatian fashion youth market on a sample of college students (167). The results pointed out the associative relationships among all brand equity components, with the exemption of causal relation between brand associations and brand loyalty. The same exemption (brand associations) emanated from the investigation of causal relationships between brand awareness, brand associations, perceived quality, brand loyalty and the overall brand equity index. This study contributes to the previously assumed hierarchy order between consumer-based brand equity components and points out the marketing activities which precedes particular component enhancement.

scholarly journals Impacts of Advertising and Sales Promotion on Brand Equity of Soft Drinks

2013 ◽  
Vol 216 ◽  
pp. 131-145
Author(s):  
LĂNG LÊ ĐĂNG
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Soft Drinks ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Brand Associations ◽  
Group Discussions ◽  
The Relationship

The paper aims to illuminate the relationship between advertising, promotions and brand equity. First of all, a preliminary research is conducted by means of group discussions and in-depth interviews to formulate a measurement scale. Then, to conduct the official research, 339 questionnaires are disseminated to respondents to collate data. The EFA, Cronbach?s Alpha, and CFA are utilized to test the scale. Hypotheses are tested by the SEM. Analytical results indicate that the determinants of brand equity in the soft drinks industry comprise: brand awareness, perceived quality, brand associations and brand loyalty. Advertising positively affects components of the brand equity; promotions can enhance the perceived quality; the brand awareness boosts brand associations; and the perceived quality promotes the brand loyalty.

scholarly journals Determination of Customer based Brand Equity and Its Impact on Loyalty for Apparel Brands among Young Students of Chennai City

2019 ◽  
Vol 8 (3) ◽  
pp. 5333-5337
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Brand Differentiation ◽  
Young Students ◽  
Customer Attitude ◽  
Chennai City

There is a fastidious saying that “Customer is a king”. Mahatma Gandhiji has also quoted that “Customer is the most important visitor on our premises”. Marketers and firms had understood that desire of the customers is very important for their brands. Customer passion is the drive of any brands. Brand equity refers the brand value. Methodology: Undoubtedly brands are the asset of the company. Customer based brand equity is to determine the customer attitude towards a brand. CBBE model was proposed by Aaker(1991) and K.L Keller(1992). Based on the model, the researcher has proposed a questionnaire construct which is administered to the young student’s community of Chennai city regarding the apparel brands which they patronize in their everyday life. 273 samples were collected from the young college students of Chennai. 10 samples were taken for pilot study to check the validity of the questionnaire and the responses. Research Gap: Earlier studies have proved that Brand Awareness, Brand Associations, Perceived quality and Brand loyalty are the dimensions of brand equity. In this study the researcher has slightly made an alteration by adding additional constructs namely Brand relevance and Brand differentiation (Brand Asset Valuator Model of brand equity) and attempted to prove all the 5 dimensions are having impact on brand loyalty. Author proved, perceived quality is the mediation construct to achieve the brand loyalty (outcome) using Structural equation modelling. Findings: Findings proved that Brand Awareness, Brand Associations, Perceived quality, Brand relevance and brand differentiation is having an impact on loyalty among young students of Chennai city.

scholarly journals Components of Brand Equity: The Case of Bình Thuận Dragon Fruit

2014 ◽  
Vol 222 ◽  
pp. 142-160
Author(s):  
HUYỀN NGÔ THỊ NGỌC ◽  
Bằng Nguyễn Viết ◽  
Minh Đinh Tiên
Keyword(s):  
Structural Equation Modeling ◽  
Theoretical Model ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Associations ◽  
Dragon Fruit

The paper aims at testing the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit and relationship between components of brand equity. The research results based on Structural Equation Modeling (SEM) demonstrate relationships between the following components of the brand equity of Bình Thuận dragon fruit: Brand awareness, perceived quality, brand associations and brand loyalty. The results also show that these components do affect the overall brand equity.

scholarly journals Brand Equity and Purchase Decisions on French Fries Product in Indonesia

2020 ◽  
Vol 16 (2) ◽  
pp. 146-157
Author(s):  
Junifer Mentari ◽  
Abel Gandhy ◽  
Doni Sahat Tua Manalu ◽  
Sri Y.K Hardini
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Perceived Quality ◽  
French Fries ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Brand Associations ◽  
Packaging Design ◽  
Brand Association

This study aims to determine the effect of brand awareness, brand associations, perceived quality, and brand loyalty to purchase decisions of French Fries. The research is quantitative and the sampling technique is purposive sampling, with 100 respondents. The researcher applies multiple regression analysis as data analysis techniques. Findings. The results show that all brand equity variables affect to purchasing decision of French fries. To improve brand awareness, corporate needs to advertise products on television and social media such as Instagram or food platforms. For brand association improvement, producers need to create new French Fries flavor. Attractive packaging design and usage instructions for perceived quality improvement. In brand loyalty must maintain consistency of product taste.

scholarly journals EFEK PEMASARAN DAN PERAN KELUARGA DALAM PEMBENTUKAN EKUITAS MEREK

2017 ◽  
Vol 4 (2) ◽  
pp. 85-100
Author(s):  
Siane Ivana Hartanto ◽  
MF. Shellyana Junaedi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Data Retrieval ◽  
Perceived Quality ◽  
Family Influence ◽  
Brand Awareness ◽  
Brand Associations ◽  
Brand Association ◽  
Retrieval Technique ◽  
Perception Of Quality

This study aims to determine wheter the ads and family’s effect in the form of brand awareness and brand association and how the advertising, price promotions, and family influence in shaping the perception of quality. Brand awareness, brand associations, and perceived quality will also be tested the significant effect directly and indirectly the brand equity through brand loyalty. This research was conducted in the Yogyakarta where respondents are students. This study uses a quantitative method by distributing questionnaires to 200 respondents. Data retrieval technique using purposive sampling. Data processing techniques using regression analysis. The results of this study indicate that advertising and family has significant effects positively on brand awareness, but only a significant effect of family on brand association. Advertisements, family and the price also proved significant effect on the perception of quality. Brand awareness, brand associations and perceived quality have a significant effect directly or indirectly on brand equity through brand loyalty.

scholarly journals Efek Pemasaran Dan Peran Keluarga Dalam Pembentukan Ekuitas Merek

2017 ◽  
Vol 4 (2) ◽  
pp. 85-100
Author(s):  
Siane Ivana Hartanto ◽  
MF. Shellyana Junaedi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Data Retrieval ◽  
Perceived Quality ◽  
Family Influence ◽  
Brand Awareness ◽  
Brand Associations ◽  
Brand Association ◽  
Retrieval Technique ◽  
Perception Of Quality

This study aims to determine wheter the ads and family’s effect in the form of brand awareness and brand association and how the advertising, price promotions, and family influence in shaping the perception of quality. Brand awareness, brand associations, and perceived quality will also be tested the significant effect directly and indirectly the brand equity through brand loyalty. This research was conducted in the Yogyakarta where respondents are students. This study uses a quantitative method by distributing questionnaires to 200 respondents. Data retrieval technique using purposive sampling. Data processing techniques using regression analysis. The results of this study indicate that advertising and family has significant effects positively on brand awareness, but only a significant effect of family on brand association. Advertisements, family and the price also proved significant effect on the perception of quality. Brand awareness, brand associations and perceived quality have a significant effect directly or indirectly on brand equity through brand loyalty.

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis ◽  
2017 ◽  
Vol 16 (1) ◽  
pp. 45-59 ◽  
Author(s):  
Rajesh Sharma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Four Dimensions ◽  
Global Brands ◽  
Brand Association ◽  
The Impact

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

scholarly journals ANALISIS KUALITAS KESADARAN MEREK, ASOSIASI MEREK, DAN LOYALITAS KONSUMEN MI INSTAN

2019 ◽  
Vol 18 (2) ◽  
pp. 115-126
Author(s):  
Yohanes Billy Somantri ◽  
Leonita Martha Atmadjaja
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Brand Associations ◽  
Purchasing Decision ◽  
Brand Association ◽  
Quality Perceptions ◽  
Instant Noodles

In this study the respondents involved are consumers who make a purchase at one of Supermarket in Bandung. The goal of the study was to show brand awareness, quality perceptions, brand associations and brand loyalty that ultimately affect the purchase decision of instant noodles at the supermarket. The results of the study showed that brand awareness, perceived quality, brand association and brand loyalty has affect simultaneously in making the decision of purchasing. The conclusion of the study showed that instant noodles that are not top brand such as sarimi, has brand equity like instant noodle of the top brand. Keywords: Brand Awareness; Brand Equity Brand Loyalty, Perceived Quality; Purchasing Decision

scholarly journals THE The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

2020 ◽  
Vol 9 (2) ◽  
pp. 63-81
Author(s):  
Nadia Passagem ◽  
Catia Fernandes Crespo ◽  
Nuno Almeida
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Product Category ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
The Impact

The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand awareness and perceived quality, as well as the brand equity subsequent effect on purchase intention. The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of the Portuguese sample indicate that the country of origin affects positively all the brand equity dimensions. The Canadian sample results show that country of origin affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness dimensions.

scholarly journals ANALISIS PENGARUH BRAND EQUITY DAN BRAND TRUST TERHADAP BUYING DECISION KAMERA CANON PADA KOMUNITAS PENCINTA FOTOGRAFI DI KOTA MALANG

2020 ◽  
Vol 5 (1) ◽  
pp. 93
Author(s):  
Tri Sugiarti Ramadhan
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Trust ◽  
Brand Associations ◽  
Analysis Method ◽  
Purposive Sampling ◽  
Brand Association ◽  
Single Lens

Tujuan penelitian ini adalah 1) untuk mengetahui dan menganalisis pengaruh Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek, dan Loyalitas Merek terhadap Kepercayaan Merek; 2) untuk mengetahui dan menganalisis pengaruh Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek, dan Loyalitas Merek terhadap Keputusan Pembelian; 3) untuk mengetahui dan menganalisis pengaruh kepercayaan merek terhadap keputusan pembelian; 4) untuk mengetahui dan menganalisis pengaruh Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek dan Loyalitas Merek terhadap Keputusan Pembelian melalui Kepercayaan Merek.            Jenis penelian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna kamera DSLR (Digital Single Lens Reflex) atau Mirrolless pada Komunitas Pecinta Fotografi di Kota Malang, Jawa Timur. Teknik pengambilan sampel dilakukan dengan purposive sampling dan didapatkan sampel sebanyak 65 responden. Dengan menggunakan metode analisis Path hasil penelitian menunjukan bahwa Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek, Loyalitas Merek, dan Kepercayaan Merek berpengaruh signifikan terhadap Keputusan Pembelian.Kata kunci : Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek, Loyalitas Merek, Kepercayaan Merek, Keputusan Pembelian             The purposes of this research are 1) to know and analyze the influence of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty to Brand Trust; 2) to know and analyze the influence of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty to Buying Decision; 3) to know and analyze the influence of Brand Trust on Buying Decision; 4) to know and analyze the influence of Brand Awareness, Perceived Quality, Brand Associations and Brand Loyalty to Buying Decision through Brand Trust.            This research is an explanatory research using quantitative approach. Population on this research are DSLR (Digital Single Lens Reflex) or Mirrolless camera users on Photography Lovers Community in Malang, East Java. The samples are taken by using purposive sampling and obtained the sample size of 65 respondents. Using Path analysis method the results showed that Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty and Brand Trust has significant effect on Buying Decision.Keyword : Brand Awareness, Perceived Quality, Brand Association, Brand  Loyalty, Brand Trust, Buying Decision.

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