Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

2011 ◽  
pp. 61-88
Author(s):  
Huong Hoang Thi Thu ◽  
Lin Yu-Li
Keyword(s):  
Brand Equity ◽  
Sales Promotion ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Performance ◽  
Business Context ◽  
Brand Association ◽  
Customer Perceived Value ◽  
Trade Promotions ◽  
Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

scholarly journals Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

2020 ◽  
Vol 13 (4) ◽  
pp. 147-177
Author(s):  
Masood Hassan ◽  
Muhammad Adnan Bashir ◽  
Muhammad Azeem Qureshi
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Service Sector ◽  
Service Industry ◽  
Consumer Preference ◽  
Brand Value ◽  
Brand Trust ◽  
Service Companies ◽  
Brand Association ◽  
Brand Credibility

In the industry of goods, the product is the primary brand. However, with services, the company is the primary brand. Branding is not for visible goods but also a significant factor of performance for services. The ability to educate consumers of their expertise and credence values before the order has contributed to the general awareness of the value of products in the service industry in relation to consumer preference. If the brand is an essential consideration in any campaign initiative, it is crucial to consider the meaning of its equity. Brand value is the confidence gained in a brand regardless of customer experience. Because of the strategic advantages of established and established products, brand value is significant. Brand equity can make a significant contribution to the visualization of intangible goods for service companies. Given that there is no research available, this study seeks to suggest descriptive brand equity dimensions in Pakistan's service markets. The history is regarded as Brand Loyalty, Brand Awareness, Brand Association, Brand Perceived Quality, Brand Image, Brand Trust, Brand Credibility as antecedents of brand equity in services markets. This research is focused on the literature review and specifics are discussed. A systemic literature review approach for extracting the existing literature of desire has been used.

Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation

2018 ◽  
Vol 19 (6) ◽  
pp. 1663-1680 ◽  
Author(s):  
Somesh Kumar Sinha ◽  
Priyanka Verma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Positive Influence ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling ◽  
Research Findings ◽  
The Impact

Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.

scholarly journals ANALISIS PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP DIMENSI BRAND EQUITY PADA PRODUK PELUMAS MOBIL FASTRON

2018 ◽  
Vol 9 (2) ◽  
pp. 841-854
Author(s):  
Diana Puspita Sari ◽  
Claudha Alba Pradhana ◽  
Yusuf Widharto
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling

Iklan dan promosi dalam pemasaran produk sangat menentukan kekuatan dari brand suatu produk. Salah satu produk yang memakai iklan dan promosi sebagai sarana penjualan adalah pelumas mobil produksi PT Pertamina Lubricant, yaitu pelumas mobil Fastron. Fastron merupakan produk pertamina yang saat ini masih memiliki tingkat penjualan paling rendah diantara pelumas mobil pertamina yang lain. Penelitian ini bertujuan menganalisis pengaruh advertising dan sales promoton terhadap dimensi brand equity produk pelumas mobil Fastron. Penelitian ini menggunakan Structural Equation Modelling (SEM), dengan melibatkan responden sebanyak 170 orang.  Hasil penelitian menunjukkan kalau advertising serta sales promotion Fastron sangat mempengaruhi 3 dimensi brand equity yang meliputi perceived quality, brand awareness, dan brand association akan tetapi pengaruh tersebut tidak menunjukkan akan brand loyalty.

scholarly journals PENGARUH VARIABEL-VARIABEL PEMBENTUK EKUITAS MEREK TERHADAP NIA T MENGGUNAKAN SEMEN "BATURAJA" (Studi Pada Pasar Primer dan Sekunder)

2007 ◽  
Vol 8 (3) ◽  
pp. 436
Author(s):  
Urip Timuryono ◽  
Imam Hidayat
Keyword(s):  
Brand Equity ◽  
Research Question ◽  
Perceived Quality ◽  
Three Dimensions ◽  
Brand Awareness ◽  
Primary Data ◽  
Brand Associations ◽  
Dominant Dimension ◽  
Brand Association ◽  
Two Cities

The purpos e of the research is to understand the total and partial significance effect of the dimensions which build the brand equity, i.e.: brand awareness, perceived quality, and brand associations to the usage intentions of "Semen Baturaja" household user and to determine the dominant dimension's, amongst the three dimensions above, in the primary market $'outh Sumatera and f ,ampung compounded and in each primary market respectively .The sampling used in the research is household users of cement in two cities: Palembang and Panjang as representative ofSumsel and f,ampung, each consist of 150 respondents and I 00 respondents respectively. This primary data was got through the distributions of questionnaires and conducted interviews to the re!>pondents. To answer the research question the researcher used Multiple Regression and One Way ANOVA for statistical analysisThe results of the research proved that dimensions which build brand equity of "Semen Baturaja " totally and partially has a signtflcant effect on the usage intentions in Palembang and Panjang compounded or in each city. Moreover, the result of coefficients calculation was found out that the perceived quality is the most dominant dimension of the brand equity of "Raturaja " cement to the usage intentions in both cities together but not for each city. In Palembang the perceii·ed quality is the dominant dimension while in Panjang the brand association is the dominant dimension to the usage intentions of "Baturaja" cement. Keywords:  brand  awareness;  perceived  quality;  brand  associations;  and  usage intention

scholarly journals BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

2015 ◽  
Vol 55 (4) ◽  
pp. 432-443 ◽  
Author(s):  
MUHAMMAD KASHIF ◽  
SITI ZAKIAH MELATU SAMSI ◽  
SYAMSULANG SARIFUDDIN
Keyword(s):  
Developing Country ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Brand Performance ◽  
Policy Makers ◽  
Brand Association ◽  
Confirmatory Factor ◽  
Destination Brand ◽  
Relationship Of

ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

scholarly journals Explicating industrial brand equity

2016 ◽  
Vol 116 (5) ◽  
pp. 858-882 ◽  
Author(s):  
Sharifah Faridah Syed Alwi ◽  
Bang Nguyen ◽  
TC Melewar ◽  
Yeat Hui Loh ◽  
Martin Liu
Keyword(s):  
Brand Equity ◽  
Air Conditioning ◽  
Brand Image ◽  
Brand Strategy ◽  
Brand Trust ◽  
Brand Performance ◽  
Content Type ◽  
Brand Attributes ◽  
Business To Business

Purpose – The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business-to-business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers’ responses such as loyalty and long-term commitment. Design/methodology/approach – Using a survey approach, the study includes respondents working in the heating, ventilating and air-conditioning (HVAC) industry in Malaysia, and data are collected in the industrial air-conditioning segment. The research model was tested with SEM. Findings – Findings show that brand performance and industrial brand image directly affect brand trust but with different effects on buyers’ commitment and loyalty. Interestingly, industrial brand image only mediates the responses via brand trust, while brand performance has a direct effect. Thus, both brand performance and industrial brand image build buyer trust. But in this context, it is brand performance rather than industrial brand image that influences long-term commitment and loyalty. The study concludes that in the HVAC industry, brand performance, industrial brand image, buyer trust, industrial loyalty and commitment build brand equity. Originality/value – Significant research reveals that, in business-to-business contexts, brand equity depends on the supplier’s brand trust and attributes of the brand such as brand image and brand performance. While useful in guiding a supplier’s or industry’s brand strategy, the study of both brand trust and brand attributes has led to only a partial explanation of the supplier’s or industry’s brand equity. The present research explores industrial brand equity, focussing on tangible assets (performance) and intangible assets (brand image), and their joint consequences.

scholarly journals THE EFFECTS OF MARKETING TO THE COMPOSITION OF BRAND VALUE: RESEARCH IN THE BEVERAGE INDUSTRY

2014 ◽  
Vol 17 (3) ◽  
pp. 45-60
Author(s):  
Lang Dang Le ◽  
Buu Tan Le
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Quantitative Methods ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Store Image ◽  
Brand Association ◽  
Distribution Intensity ◽  
Positive Effect

This study aims to explore the effects of some selected marketing mix elements on dimensions of brand equity. This isconducted on 10 beverage brands in Vietnam and employed both qualitative and quantitative methods, in which the former is used to develop items for measuring constructs while the latter is applied to verify scales, model and hypotheses. Result shows that model of brand equity consists of four components of brand awareness, brand association, perceived quality, and brand loyalty. In particular,brand awareness has a positive effect on perceived quality;brand association has a negative impact on perceived quality;perceived quality and brand association have a positive effect on brand loyalty; advertising has a positive impact on brand awareness and store image; advertising and sponsorship have a positive effect on the effectiveness of sales promotion; sales promotion, sponsorship and store image positively impact perceived quality; sales promotion negatively impact brand awareness; distribution intensity is positively related to brand awareness and brand loyalty but negatively affects store image. Also, product packaging is positively related to the effectiveness of advertising, sponsorship and distribution intensity. The result is believed to significantly contribute to marketing literature and benefit to brand makers.

scholarly journals STUDENTS’ PERCEPTIONS OF BRAND EQUITY: THE MODERATING ROLE OF STUDENT SATISFACTION

2019 ◽  
Vol 3 (2) ◽  
pp. 24-39
Author(s):  
Winnie Wong Poh Ming ◽  
Toh Ting Ling
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Partial Least Square ◽  
Higher Learning ◽  
Equation Modeling ◽  
Brand Performance ◽  
Brand Association ◽  
Learning Institutions

Building brand equity is an important strategy for higher education as the brand provides a signal or a promise to consumers about the quality education that will be delivered. The objective of this study is to investigate the key determinants that drive to brand equity, especially in its education industry. Data were collected from three private higher learning institutions in Sarawak using quantitative survey questionnaire. A total of 268 respondents from three different private higher learning institutions voluntarily participated in this survey. The WarpPLS (version 6.0) was used to perform the Partial Least Square – Structural Equation Modeling (PLS-SEM) estimation procedure to examine the six hypotheses developed. Interestingly, the results indicated that brand association and brand performance provided statistically significant contributions to the prediction of brand equity in higher learning institutions. Unexpectedly, brand loyalty was found no significant relationship with brand equity. In term of moderating impact, student satisfaction didn’t moderate the relationship between brand performance, brand association, and brand loyalty and institution’s brand equity. Theoretical and managerial implications of findings and some potential limitations of the study were highlighted. The research findings provide a substantial body of knowledge that enables higher learning providers to have a better understand and branding decisions. Besides, the results also provide insights into how brand loyalty, brand association, and brand performance may be better designed and delivered to enhance institution brand equity. Additionally, the findings of the study could help Sarawak government to develop new education policies to attract more local students to pursue their higher education in local. This study is one of very few studies which have investigates the perception of university brand equity among the students its dimensions that could guide the development of successful branding strategies for higher learning institutions in Sarawak.

The Role of Brand Management in Emerging Markets

2014 ◽  
pp. 167-184 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Emerging Markets ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Corporate Branding ◽  
Management System ◽  
Brand Management ◽  
Brand Awareness ◽  
Brand Performance ◽  
Brand Association ◽  
Brand Quality

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.

scholarly journals The Effect of Marketing Communication on Brand Equity with Brand Image, Brand Trust, and Brand Loyalty as the Intervening Variables

2021 ◽  
Vol 7 (1) ◽  
pp. 7-16
Author(s):  
Sri Murtiasih ◽  
Budi Hermana ◽  
Wiarsih Febriani
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Brand Trust ◽  
Enterprise Organization ◽  
Negative Effect ◽  
Intervening Variables ◽  
Positive Effect

An enterprise organization need good brand equity to survive in a fiercely competitive market. Marketing communication plays an important role in establishing brand equity. The study aims to analyze the effect of Marketing Communication that consists of advertising, sales promotion, and eWOM on brand equity with brand image, brand trust, and brand loyalty as the intervening variables. This study employs a quantitative method with a sample of 314 respondents, who are consumers of smartphones. The data is analyzed with SEM technique with Amos 21 application. Results of the study indicate a significantly positive effect of advertising and eWOM on brand image. eWOM exerts a larger effect on brand image than advertising. However, sales promotion does not affect brand image. Sales Promotion and eWOM have a significantly positive effect on brand trust, while advertising has a significantly negative effect on brand trust. Brand trust has a significantly positive effect on brand loyalty. Nevertheless, the brand image does not affect brand loyalty. Meanwhile, brand loyalty has a significantly positive effect on the brand equity of smartphone products purchased by consumers. Of the three variables of marketing communication studied, eWOM has the largest indirect effect on brand equit.

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