Branding Through Sponsorship-Linked Marketing

2018 ◽  
pp. 189-212
Author(s):  
Luke Lunhua Mao ◽  
James J. Zhang
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Financial Support ◽  
Perceived Quality ◽  
Brand Experience ◽  
Sport Organizations ◽  
Company Limited ◽  
Sports Involvement ◽  
Marketing Activities

The essence of sponsorship is reciprocity. Whereas sport organizations and event promoters have increasingly relied on sponsors' resources and financial support to stage their events, many companies have also been vigorously seeking sponsorship opportunities to actualize their marketing goals, such as enhancing brand equity. This research examines the impacts of sponsorship-linked marketing activities on perceived consumer-based brand equity elements (i.e., brand loyalty, perceived quality, and brand awareness/associations) of the sponsor. This was done through a case study of how sponsorship-linked marketing strategy has shaped the development of Li Ning Company Limited, a Chinese sports apparel and equipment company. Results show that the branding effectiveness of sponsorship directly depends on event quality, perceived event-brand congruency, and brand experience, but not level of sports involvement.

Branding Through Sponsorship-Linked Marketing

2017 ◽  
pp. 191-214 ◽  
Author(s):  
Luke Lunhua Mao ◽  
James Zhang
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Financial Support ◽  
Perceived Quality ◽  
Brand Experience ◽  
Sport Organizations ◽  
Company Limited ◽  
Sports Involvement ◽  
Marketing Activities

The essence of sponsorship is reciprocity. Whereas sport organizations and event promoters have increasingly relied on sponsors' resources and financial support to stage their events, many companies have also been vigorously seeking sponsorship opportunities to actualize their marketing goals, such as enhancing brand equity. This research examines the impacts of sponsorship-linked marketing activities on perceived consumer-based brand equity elements (i.e., brand loyalty, perceived quality, and brand awareness/associations) of the sponsor. This was done through a case study of how sponsorship-linked marketing strategy has shaped the development of Li Ning Company Limited, a Chinese sports apparel and equipment company. Results show that the branding effectiveness of sponsorship directly depends on event quality, perceived event-brand congruency, and brand experience, but not level of sports involvement.

Branding through Sponsorship-Linked Marketing

2015 ◽  
pp. 44-65
Author(s):  
Luke Lunhua Mao ◽  
James Zhang
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Financial Support ◽  
Perceived Quality ◽  
Brand Experience ◽  
Sport Organizations ◽  
Company Limited ◽  
Sports Involvement ◽  
Marketing Activities

The essence of sponsorship is reciprocity. Whereas sport organizations and event promoters have increasingly relied on sponsors' resources and financial support to stage their events, many companies have also been vigorously seeking sponsorship opportunities to actualize their marketing goals, such as enhancing brand equity. This research examines the impacts of sponsorship-linked marketing activities on perceived consumer-based brand equity elements (i.e., brand loyalty, perceived quality, and brand awareness/associations) of the sponsor. This was done through a case study of how sponsorship-linked marketing strategy has shaped the development of Li Ning Company Limited, a Chinese sports apparel and equipment company. Results show that the branding effectiveness of sponsorship directly depends on event quality, perceived event-brand congruency, and brand experience, but not level of sports involvement.

scholarly journals Penilaian Konsumen Tentang Ekuitas Merek Shopping Mall di Surabaya (Studi Pada Tunjungan Plaza, Surabaya Plaza, dan Mal Galaxy)

2018 ◽  
Vol 2 (1) ◽  
pp. 72
Author(s):  
ACHMAD ROFIAN DJUNAEDI ◽  
Sri Setyo Iriani
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Shopping Mall ◽  
Brand Awareness ◽  
Brand Association

Tunjungan Plaza, Surabaya Plaza, Mal Galaxy is part of a shopping mall that has a longevity brand in Surabaya, was established before the 2000th and still exist today. Tunjungan Plaza, Surabaya Plaza, and the Mal Galaxy have the outlet mall and tenant with famous brand, both brands from Indonesia and an international brand. Each of the shopping mall has a marketing strategy to build strong brand equity at the consumers perception. Brand equity may increase or decrease the value given by the shopping mall to the company or its customers. This research aims to determine consumer’s assessment of shopping mall brand equity in Surabaya, brand equity is measured by brand awareness, brand association, perceived quality, and brand loyalty. These results shows that Tunjungan Plaza is a shopping mall that brand awareness is remembered by most responden, most positively associated, and the highest brand loyalty, while the Mal Galaxy  is a shopping mall which considered by respondents to the best perceived quality. Overall, Tunjungan Plaza is a shopping mall which has the strongest brand equity in Surabaya.

Managing consumer-based brand equity through brand experience in Islamic banking

2017 ◽  
Vol 8 (2) ◽  
pp. 218-242 ◽  
Author(s):  
Mohsin Altaf ◽  
Naveed Iqbal ◽  
Sany Sanuri Mohd. Mokhtar ◽  
Maqbool Hussain Sial
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Combined Effect ◽  
Brand Awareness ◽  
Islamic Banking ◽  
Brand Experience ◽  
Islamic Banks ◽  
Content Type

Purpose The purposes of the study are to investigate the role of brand experience in the generation of consumer-based brand equity (CBBE) in Islamic banking and to identify the important components of brand equity, in light of Aaker (1991) and Keller (1993), who combined effect on brand loyalty to effectively manage CBBE in Islamic banking. Design/methodology/approach Paper and pencil technique was used to collect data from the consumers of Islamic banking products. In total, 365 respondents were finally considered for data analysis. Convenient sampling technique was used to collect data. Correlation, multiple regression and hierarchical regression techniques were used with the aid of SPSS and AMOS to analyse the data. Findings The results show that perceived quality, brand image, brand experience, brand loyalty and brand awareness are positively associated and have a significant influence on overall brand equity. Based on the results, the study concludes that perceived quality is an important variable in the management of CBBE in Islamic banking to improve overall brand equity. Hence, it is concluded that perceived quality, brand experience and brand image are the most important focusing areas from CBBE in the management of Islamic banks’ brand equity and cannot be undervalued. Practical implications The research findings illustrate the importance of brand experience and effects of overall brand equity dimensions in the process of building strong brand equity of Islamic banks. Therefore, this research has implications not only for experiential marketing but also for human resource managers and brand managers. The scope of the present study is limited only to the consumers of Islamic banks products of Malaysia and Pakistan. Originality/value Brand management literature focused on the components of brand equity model and its importance in creating overall brand equity. Previous studies are yet to investigate the combined effect of brand equity components (perceived quality, brand awareness, brand image and brand loyalty) to manage overall brand equity. Therefore, the present research fills the gap by investigating the combination of best brand equity components that are very effective to manage brand loyalty and overall brand equity. Second, this study investigates the impact of brand experience on CBBE components in Islamic banking which has not been tested before in Islamic banking.

Effect of Experiential Value on Consumer-Based Brand Equity: An Interactive Device Perspective

2014 ◽  
Vol 39 (4) ◽  
pp. 396-410
Author(s):  
Abhishek Mishra
Keyword(s):  
User Experience ◽  
Brand Equity ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Experience ◽  
Brand Associations ◽  
User Experiences ◽  
Significant Evidence ◽  
Consumption Values ◽  
Experiential Value

With every product we buy, there is an associated experience. The better the experiences, the better a user feels about his/her decision to buy and use the product; and the feelings do not stay with the product. They are indeed transferred as brand associations and imagery with the brand of the product, defined as brand equity in the marketing literature. Positive brand equity is critical for the success of a brand as it creates repeat transaction of the user with the manufacturer. It is in this context that this study attempts to understand the relation between different components of user experience and brand equity. Intrinsic and extrinsic values have been taken as components of user experience while association, perceived quality, perceived value, trust and loyalty are elements of brand equity. All the relationships between the different constructs of experience and brand equity were found significant. We also found significant evidence for the hierarchical formation of both user experience and brand equity. The study contributes to the literature of brand experience and how it is critical for brand equity and for the consumer. For marketers, we establish how important it is for them to provide a positive user experiences for their brands to be successful. A proper mix of intrinsic and extrinsic consumption values to the consumer will go every length to convince him/her to stay with the brand.

scholarly journals Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

2021 ◽  
Vol 13 (18) ◽  
pp. 10310
Author(s):  
Sanne Ichelle Dubbelink ◽  
Carolina Herrando Soria ◽  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Conceptual Framework ◽  
Brand Equity ◽  
Research Question ◽  
Relevant Information ◽  
Social Media Marketing ◽  
Long Term Effects ◽  
Marketing Activities

This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.

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 Study the Effective Factors on Brand equity (Case Study in Bank Sepah- East Tehran Province Branch)

2015 ◽  
Vol 16 (SE) ◽  
pp. 335-345
Author(s):  
Alireza Mikaeili ◽  
Mahshid Moshiri Langeroudi ◽  
Mehrnoush Seraj ◽  
Elnaz Sharif ◽  
Hamidreza Aria
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Main Hypothesis ◽  
Brand Knowledge ◽  
Brand Association ◽  
East Region ◽  
Tehran Province

The present research studies the relation between the brand equity of Bank Sepah Brand and its customers’ satisfaction.  The present research poses this question as “what relation exists between equity of Bank Sepah brand and its customers’ satisfaction?” To answer this question, 385 questionnaires were distributed among the employees of Bank Sepah- selected by random sampling, East Region of Tehran  in September 2015 to January 2016. Ultimately, 60 questionnaires were analyzed by SPSS. The results showed that correlation between the two major variables of the research is significant in 0.01 equal to 0.646. Due to its  positive  value, the main hypothesis of the research was approved. Therefore, it could be concluded that there is a direct and significant relationship between the two major variables of the research. In another word, in case of increase in the equity of Bank Sepah Brand,  the amount of its customers’ satisfaction will be increased. The descriptive statistic of the research reveals that the prioritization of customers’ satisfaction dimensions includes; in order, the criteria of supporting the customer, moral and relations, actual quality of the product, environment and costs. In addition, prioritization of the dimensions of equity of brand includes- in the order- criteria of brand awareness, the perceived quality, loyalty to brand and the brand association. In the meantime, all secondary hypotheses of the research  on Bank Sepah were confirmed. The findings on demographic characteristics of the research with the dimensions of customer’s satisfaction and the brand equity are also considerable. The results from regression table reports R2 equal to 0.380; meaning that linear regression of brand association, loyalty to brand, knowledge on the brand and the perceived quality justify around 38% of total changes in customer’s satisfaction all in integrity and the residual  is the share of other variables.

Perceived social media marketing activities and consumer-based brand equity

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Derek Lai Teik Ong ◽  
Kim Leng Khoo ◽  
Hui Jing Yeoh
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Current Knowledge ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Brand Experience ◽  
Content Type ◽  
Marketing Activities ◽  
The Relationship

PurposeThe purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.Design/methodology/approachA structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).FindingsThe results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.Originality/valueThis research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.

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