Increasing the Brand Equity of Private Label Brands

2017 ◽  
Vol 8 (4) ◽  
pp. 32-50
Author(s):  
Tamer A. Awad ◽  
Sahar Mohsen
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Value ◽  
Decision Makers ◽  
Private Label ◽  
Brand Awareness ◽  
Brand Associations ◽  
Factors Affecting ◽  
Effective Factors ◽  
Private Label Brands

This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand Equity. Brand Associations, Perceived Value and Brand Loyalty are considered the most important factors that affect the Brand Equity of Private Label Brands; However, Perceived Quality, Brand Image and Brand Awareness are considered to be the least effective factors. Demographics were found to be insignificant. Marketers should focus on the top three effective factors, which are Brand Associations, Perceived Value and Brand Loyalty in order to increase the Brand Equity of the Private Label Brands. The results will offer direction to marketers and decision makers, especially that Private Label Brands are increasing dramatically.

Increasing the Brand Equity of Private Label Brands

2020 ◽  
pp. 18-38
Author(s):  
Tamer A. Awad ◽  
Sahar Mohsen
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Value ◽  
Decision Makers ◽  
Private Label ◽  
Brand Associations ◽  
Factors Affecting ◽  
Effective Factors ◽  
Private Label Brands

This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand Equity. Brand Associations, Perceived Value and Brand Loyalty are considered the most important factors that affect the Brand Equity of Private Label Brands; However, Perceived Quality, Brand Image and Brand Awareness are considered to be the least effective factors. Demographics were found to be insignificant. Marketers should focus on the top three effective factors, which are Brand Associations, Perceived Value and Brand Loyalty in order to increase the Brand Equity of the Private Label Brands. The results will offer direction to marketers and decision makers, especially that Private Label Brands are increasing dramatically.

scholarly journals Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru

2017 ◽  
Vol 9 (3) ◽  
pp. 148
Author(s):  
S. Shyam Prasad ◽  
Shampa Nandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Risk ◽  
Private Label ◽  
Brand Awareness ◽  
Store Image ◽  
National Brands ◽  
Factors Influencing ◽  
Private Label Brands ◽  
The Impact

In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches have looked into the consumer based brand equity (CBBE) of national brands only and hence this study was taken up to examine the dimensions of consumer based brand equity for private label brands including the impact of store image on brand equity.An empirical study was done considering survey instrument from previous study of Girard et al. (2017). The data was collected during December 2016 – January 2017 and SPSS and AMOS were used for analysing data.This study found that <strong>Brand Awareness, Brand Loyalty, Perceived Image, Perceived Value, Perceived Risk, Store Image and Price</strong> are the seven dimensions that build into the brand equity of the private label brands.

scholarly journals Approaches that Affect Consumer-Based Brand Equity

2017 ◽  
Vol 16 (3) ◽  
pp. 281-297
Author(s):  
Denise Santos de Oliveira ◽  
Mauro Caetano ◽  
Ricardo Limongi França Coelho
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
One Dimension ◽  
Brand Associations ◽  
Factors Affecting ◽  
Future Studies ◽  
Extensive Analysis ◽  
The Future

Current studies on factors affecting the dimensions of consumer-based brand equity have been dispersed, applicable to specific contexts and not systematized in the literature. So, the purpose of this paper is to identify and categorize factors that create, increase or decrease each of the consumer-based brand equity dimensions: brand associations, brand awareness, perceived quality and brand loyalty. The extensive analysis of literature shows that there are significant differences between factors affecting each of the brand equity dimensions. Factors that positively affect one dimension cannot have the same effect on another. Moreover, it notes that the effect of such factors is variations when analyzed in different sectors and economic contexts. The main contribution of this research lies in the fact that it provides a research panorama already conducted on factors affecting the dimensions of consumer-based brand equity, indicating a potential for development of future studies. This research also enriches the literature categorizing the factors identified in the literature in four sets that allow the future targeting studies.

Improving brand equity

2015 ◽  
Vol 31 (10) ◽  
pp. 9-11
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Awareness ◽  
Brand Associations ◽  
Content Type ◽  
Pertinent Information ◽  
Quality Dimensions ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – A growing perception among many consumers is that brands and products are becoming increasingly more homogenous. Firms thus face an even greater challenge in the quest to make their offerings stand out from the crowd. Given the fiercely competitive landscape, the importance of brand equity cannot be overstated. High levels of equity indicate a strong brand that will be able to make its presence felt in the marketplace. Brand equity is often conceptualized as incorporating brand associations, brand loyalty, brand awareness and perceived quality dimensions. Brand associations are regarded as particularly influential. Consumers form these associations based on their knowledge and experience of the brand. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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 ANALISIS EKUITAS MEREK GULA PASIR GULAKU DAN GUPALAS

2020 ◽  
Vol 27 (2) ◽  
pp. 197
Author(s):  
Darul Bakhtiar
Keyword(s):  
Market Share ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Brand Awareness ◽  
Brand Associations ◽  
Brand Association ◽  
Equity Research ◽  
The Difference ◽  
First Mover

Introduction: This study aims to study the various elements of brand equity (brand equity) granulated sugar products, such as: brand awareness, brand association, brandperceived quality, and brand loyalty by comparing two brands of sugar products are Gulaku and Gupalas. Gulaku as first mover advantages which the first player to enter a particular industry is often considered to have the first opportunity to build market share since 2002, while Gupalas is a product that has just appeared in 2011.Methods: The sampling method used is purposive sampling with the number of respondents who were taken as the sample in the study of100 people consumers of sugar, especially housewives who are in theMadiun area. Analyzer used in this research is the analysis of the meandifference test through t test and a confirmation through Manova test.Results: Brand equity research results indicate that Gulaku have higherbrand equity than Gupalas. The difference was due to the three elements of brand equity include brand awareness, brand associations and brandloyalty of Gulaku much higher than Gupalas. While Gupalas Gulaku only be offset in terms of perceived quality alone.Conclusion and suggestion: This study is used as input Gupalasmanufacturers namely PT. Nusantara Plantation XI as brand equityevaluation of Gupalas include brand equity, which is supposed to be improved.

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 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 Brand Equity dan Labelisasi Halal dalam Pengaruhnya Terhadap Minat Beli Produk Lifebuoy

2020 ◽  
Vol 6 (3) ◽  
pp. 450
Author(s):  
Mega Rachma Kurniaputri
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Critical Issue ◽  
Brand Awareness ◽  
Brand Associations ◽  
Muslim Students ◽  
Intention To Purchase ◽  
Regression Techniques ◽  
Muslim Student

Brand equity is one of the most critical issue of marketing. It has four indicator such as brand awareness, brand loyalty, brand associations and perceived value which affect purchase intention. However in Indonesia, brand equity is not the only factors that affect customer intention to purchase. One of the most important factor is halal label because the majority of population is Muslim who wanted halal guarantee of the product before buying and consuming. Therefore, the purpose of this paper is to determine of how brand equity and halal label affect purchase intention of Lifebuoy products. The survey conducted on Muslim students of Universitas Pendidikan Indonesia which distributed online. By using multiple linear regression techniques to analyze the data, the result indicates that brand equity has positive significant effect to purchase intention. Meanwhile halal label has negative significant effect to purchase intention of Muslim student Universitas Pendidikan Indonesia.

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