Customer-Based Corporate Brand Equity (CBCBE) In Business-to-Business Firms

2014 ◽  
pp. 73-90
Author(s):  
Prashant Mishra ◽  
Soumya Sarkar
Keyword(s):  
Emerging Markets ◽  
Market Orientation ◽  
Brand Equity ◽  
Strategic Marketing ◽  
Dyadic Analysis ◽  
Brand Performance ◽  
Corporate Brand ◽  
Corporate Brands ◽  
The Relationship ◽  
Business To Business

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms

2015 ◽  
pp. 1729-1746
Author(s):  
Prashant Mishra ◽  
Soumya Sarkar
Keyword(s):  
Emerging Markets ◽  
Market Orientation ◽  
Brand Equity ◽  
Strategic Marketing ◽  
Dyadic Analysis ◽  
Brand Performance ◽  
Corporate Brand ◽  
Corporate Brands ◽  
The Relationship ◽  
Business To Business

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
Author(s):  
Joo-Eon Jeon
Keyword(s):  
Brand Equity ◽  
Emotional Attachment ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Commitment ◽  
Brand Relationship ◽  
Brand Concept ◽  
The Impact ◽  
The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

scholarly journals The Lagged Effect of Advertising Expenditures on the Financial Measures of Brand Equity in the Egyptian Context

2021 ◽  
Vol 04 (09) ◽  
Author(s):  
Nermin M. Gohar
Keyword(s):  
Brand Equity ◽  
Quantitative Research ◽  
Stock Exchange ◽  
Secondary Data ◽  
Financial Reports ◽  
Financial Measures ◽  
The Impact ◽  
Corporate Brands ◽  
The Relationship ◽  
Egyptian Stock Exchange

This research intends to fill the gap in the literature by studying the impact of lagged real advertising expenditures on different perspectives of brand equity in the Egyptian context, which are: Firm-based and Market-based brand equity. The research follows the quantitative research-based approach, with the descriptive explanatory method. Secondary data was collected from firms’ financial reports of sixteen sectors for the period 2013 - 2020 to consider the effect of real advertising expenditures on firm-based and market-based brand equity models. Data was collected from 168 listed companies in the Egyptian stock exchange market, after deleting the financial institutions. The unit of analysis was the corporate brands and data collected was panel data analyzed using Eviews program – version 10, using GLS regression. Results showed that market risk significantly moderates the relationship between advertising expenditures and Firm-based and Market-based brand equity.

scholarly journals The effect of the CEO media coverage on corporate brand equity: evidence from Poland

2021 ◽  
Vol 12 (2) ◽  
pp. 499-523
Author(s):  
Anna Górska ◽  
Grzegorz Mazurek
Keyword(s):  
Brand Equity ◽  
Media Coverage ◽  
Value Added ◽  
Corporate Brand ◽  
Personal Brand ◽  
Data Points ◽  
New Perspective ◽  
Media Monitoring ◽  
The Impact ◽  
The Relationship

Research background: Despite increased attention in the literature to the importance of the CEO?s brand for companies, understanding of the effect of the CEO brand on the corporate brand remains limited. To contribute to this discussion, this paper investigates different facets of the impact of the CEO brand, and particularly its media coverage, on corporate brand equity. Purpose of the article: This study investigates the relationship between the different aspects of the CEO brand?s media coverage and corporate brand equity. Methods: Comprehensive media monitoring in the press and online sourcing of CEOs from the strongest Polish brands were conducted. For three years (2014?2017), media monitoring covered 81 CEOs, resulting in over 44,000 data points for this study. Regression analysis was conducted to determine whether a relationship exists between different facets of the CEO?s personal brand and company brand equity. Findings & value added: This study provides a new perspective on the relationship between the CEO and corporate brands and showcases empirical evidence of the CEO brand?s relationship with corporate brand equity. It introduces two relevant and novel variables (CEO brand reach and CEO brand advertising value equivalent [AVE]) to the literature, which have been limited to the number of mentions and its sentiment. Accordingly, this study contributes to the emerging literature of CEO branding within the branding field. Contrary to expectation, the intensity of media coverage alone was not significant. Results indicate that reach and AVE of CEO media exposure are reflected in the corporate brand equity. The study also finds that negative sentiment toward a CEO?s brand negatively affects corporate brand equity. The study adds to the growing stream of literature on the role of CEO brand.

B2B services: linking service loyalty and brand equity

2009 ◽  
Vol 23 (3) ◽  
pp. 175-186 ◽  
Author(s):  
Papassapa Rauyruen ◽  
Kenneth E. Miller ◽  
Markus Groth
Keyword(s):  
Theoretical Model ◽  
Willingness To Pay ◽  
Brand Equity ◽  
Purchase Intentions ◽  
Price Premium ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
Service Loyalty ◽  
The Relationship ◽  
Business To Business

PurposeA significant way of achieving high profitability is to retain existing customers who contribute to the service provider's revenue by continuously purchasing and paying more for products and services and building brand equity to the provider. The main objective of this study is to empirically examine and extend the knowledge underlying the linkage between service loyalty and brand equity performance outcomes in the context of business‐to‐business markets. It aims to develop and empirically test a theoretical model examining the antecedents and the outcomes of service loyalty in a business‐to‐business context. The model also aims to examine the relationship between service loyalty and customer share of wallet and price premium, as well as the links between the proposed antecedents (habitual buying, trust in the service provider, and perceived service quality) and service loyalty.Design/methodology/approachThe theoretical model was empirically tested with a sample of 294 Australian small‐ to medium‐sized enterprises (SMEs), using online and paper‐and‐pencil surveys. Respondents were owners of SMEs, financial controllers, and managers who are decision‐makers in the selection and use of courier service providers for their businesses.FindingsFindings provide support for the theoretical model in linking drivers of service loyalty with two types of loyalty, purchase intentions (i.e. behavioural loyalty) and attitudinal loyalty. Furthermore, the two types of loyalty are differential predictors of brand equity outcomes in that customer share of wallet is mainly driven by purchase intentions, whereas willingness to pay a price premium is mainly driven by attitudinal loyalty.Originality/valueThe paper examines the relationship between service loyalty and willingness to pay a price premium as one key indicator of brand equity.

Export market orientation and export performance in emerging markets: insights from the Peruvian agri-export sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Oscar Malca ◽  
Jean Pierre Bolaños ◽  
Jorge Luis Rubio Donet ◽  
Francisco Acedo
Keyword(s):  
Emerging Markets ◽  
Market Orientation ◽  
Export Performance ◽  
Export Market ◽  
Future Research ◽  
Content Type ◽  
Export Sector ◽  
Relational Norms ◽  
The Impact ◽  
The Relationship

PurposeThe objective of this research is to analyse the joint impact of export proactivity and coordination capacity as mediators on the relationship between export market orientation (EMO) and export performance and the relational norms and export continuity as EMO's antecedents.Design/methodology/approachThe study uses structural equation modelling for the analysis of 127 small and medium enterprises (SMEs) from the agri-export sector in Peru.FindingsThe research demonstrates the mediating role of export proactivity between EMO and export performance and the impact of relational norms as an antecedent of EMO as well as that of export continuity in export performance.Research limitations/implicationsThe cross-sectional study design has certain limitations; thus, longitudinal research is necessary to analyse the evolution of the impact of these variables. Future research should also consider new variables, such as absorptive capacity and institutional distance, in relation to EMO and export performance in emerging markets.Originality/valueThis research paper provides a perspective that is an alternative to the traditional literature related to EMO since coordination capacity and export proactivity have been used as EMO's antecedents. However, in emerging countries, such as Peru, exports are based on comparative advantages. Under this context, it is necessary to analyse export proactivity and coordination capacity as mediators of the relationship between EMO and export performance and the relational norms and export continuity as EMO's antecedents.

How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions

2021 ◽  
Vol 30 (1) ◽  
pp. 16-29
Author(s):  
Shang-Chun Ma ◽  
Kyriaki Kaplanidou
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Social Identities ◽  
Brand Extensions ◽  
Professional Baseball ◽  
Corporate Brand ◽  
Corporate Social ◽  
The Relationship ◽  
City Identity

This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.

How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions

2021 ◽  
Vol 30 (1) ◽  
pp. 16-29
Author(s):  
Shang-Chun Ma ◽  
Kyriaki Kaplanidou
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Equity ◽  
Social Identities ◽  
Brand Extensions ◽  
Professional Baseball ◽  
Corporate Brand ◽  
Corporate Social ◽  
The Relationship ◽  
City Identity

This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.

Sign in / Sign up

Export Citation Format

Share Document