The Impact of Brand Variance on Gender in FMCG Sector

2018 ◽  
pp. 24-35
Author(s):  
Priya Grover ◽  
Sabyasachi Dasgupta
Keyword(s):  
Brand Equity ◽  
Brand Personality ◽  
Product Category ◽  
Personality Characteristic ◽  
Research Paper ◽  
Independent Variable ◽  
Changing Times ◽  
Gender Based ◽  
The Impact ◽  
The Relationship

With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny(masculinity or feminity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category.. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.

The Impact of Brand Variance on Gender in FMCG Sector

2019 ◽  
pp. 1294-1303
Author(s):  
Priya Grover ◽  
Sabyasachi Dasgupta
Keyword(s):  
Brand Equity ◽  
Brand Personality ◽  
Product Category ◽  
Personality Characteristic ◽  
Research Paper ◽  
Independent Variable ◽  
Changing Times ◽  
Gender Based ◽  
The Impact ◽  
The Relationship

With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny (masculinity or femininity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.

The Impact of Brand Variance on Gender in FMCG Sector

2018 ◽  
pp. 1175-1184
Author(s):  
Priya Grover ◽  
Sabyasachi Dasgupta
Keyword(s):  
Brand Equity ◽  
Brand Personality ◽  
Product Category ◽  
Personality Characteristic ◽  
Research Paper ◽  
Independent Variable ◽  
Changing Times ◽  
Gender Based ◽  
The Impact ◽  
The Relationship

With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny (masculinity or femininity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.

scholarly journals The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture

2021 ◽  
Vol 12 (1) ◽  
pp. 41-51
Author(s):  
Angga Febrian ◽  
Muhtad Fadly
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Purchase Intention ◽  
Customer Value ◽  
Moderator Variable ◽  
Independent Variables ◽  
Digital Era ◽  
Independent Variable ◽  
The Impact ◽  
The Relationship

The digital era, which increasingly becomes massive in people's lives, impacts the traditional sales methods. E-commerce companies compete in winning the competition to create superior customer value. An effective and efficient marketing strategy is needed that can influence customer purchase intention. The research focused on the effect of customer satisfaction, which created eWOM and increased brand equity on purchase intention by adding culture (collectivist culture) as the moderator variables. The research used a quantitative approach. The data were obtained from 280 respondents selected by non-probability sampling. Respondents were customers who had already bought products through e-commerce in Indonesia. The questionnaire instrument was adopted based on theories from the previous researchers. The data used the Likert scale and were analyzed using the SmartPLS 3.0. The results state a significant relationship between the independent and dependent variables. All independent variables have a significant influence on the dependent variable. However, culture as the moderator variable cannot get significant results in the relationship between all the variables. It gets irrelevant results. Hence, the results show that the moderator variable is more appropriate as the independent variable. It can directly affect purchase intention. The research contributes to testing culture as the moderator variable that makes the independent variables generalize the findings.

impact of aaker’s brand equity components on retail purchase intention

2021 ◽  
Vol 7 (Extra-A) ◽  
pp. 96-112
Author(s):  
Cuong Hung Pham
Keyword(s):  
Multiple Regression ◽  
Association Analysis ◽  
Brand Equity ◽  
Purchase Intention ◽  
Brand Personality ◽  
Purchase Intentions ◽  
Conceptual Approach ◽  
Personality Dimensions ◽  
The Impact ◽  
The Relationship

Present research tried to examine the impact of Brand Equity components on Purchase intention in retail at Vietnam. In addition, the conceptual approach also suggested studying the relationship and effect of brand equity on Vietnam's retail buying intention. The research included an approximate 272 customers and their purchasing intentions were examined by various Vietnamese retail brands. Multiple regression and association analysis are used in this study to produce outcomes. Findings – Multiple regression research has shown that brand personality dimensions are powerful buying intentions predictors. Furthermore, the dimension of purchase intentions could have an immense influence on the dimensions of brand equity. The findings obtained about procurement intentions are vital as they can be used to define the areas of brand equity which seem to be the most relevant to explain customer likings.

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 Uncovering the Relationship of Supply Chain Management and Firm Performance: Evidence from Textile Sector of Pakistan

2018 ◽  
Vol 10 (2) ◽  
pp. 23-29
Author(s):  
Zahid Hussain ◽  
Ahmad Bin Jusoh ◽  
Muhammad Sarfraz ◽  
Khalil Ur Rehman Wahla
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Firm Performance ◽  
Research Paper ◽  
Chain Management ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship ◽  
Textile Sector

The purpose of this research paper was to find the impact of the supply chain on firm performance in Textile firm of Pakistan. Data was collected through questioners in the month of March 2018, Approximately 30 questioners were distributed among the managers of the ten textile organizations in Faisalabad which are expected to have the best knowledge about the supply chain operations and its impact on the performance of the organization, all of them responded positively. It is found that dimensions associated with SCM methods as well as explain the connection amongst SCM methods, aggressive benefit, as well as firm performance. The actual study focuses on the causal associations in between SCM exercise, aggressive benefit as well as firm performance as well as ignores the actual feasible recursive associations.  

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.

The Impact of University Curricula on Financial Education of Millennials

2022 ◽  
pp. 208-245
Author(s):  
José G. Vargas-Hernández ◽  
María Fernanda Higuera Cota
Keyword(s):  
Financial Literacy ◽  
Research Method ◽  
Financial Education ◽  
Limited Information ◽  
General Hypothesis ◽  
Literacy Knowledge ◽  
Independent Variable ◽  
University Curricula ◽  
The Impact ◽  
The Relationship

The objective of this research is to analyze the financial literacy knowledge of the Millennial generation. The research method is qualitative-quantitative of correlational type since it consists of identifying the relationship between the independent variable and the dependent variable. The general hypothesis is that limited financial education in curricula affects the financial education of the Millennials. Through the information gathered and the surveys applied, it is evident that Millennials have no financial knowledge and university curricula have limited information on financial education.

Fostering brand love in Facebook brand pages

2019 ◽  
Vol 43 (5) ◽  
pp. 710-727 ◽  
Author(s):  
Mariola Palazon ◽  
Elena Delgado-Ballester ◽  
Maria Sicilia
Keyword(s):  
Brand Equity ◽  
Product Category ◽  
Brand Community ◽  
Online Questionnaire ◽  
Brand Love ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
The Relationship

Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Findings Results suggest that both sense of brand community and self–brand connection foster brand love and that self–brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity. Research limitations/implications A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences. Practical implications The key implications are the importance of nurturing relationship ties among brand users and building self–brand connections on brand pages as precursors of brand love. Originality/value The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.

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