scholarly journals Investigating the Effect of Selected Marketing Efforts in Brand Equity Creation and Its Cross-Cultural Invariance in Emerging Markets

2017 ◽  
Vol 9 (1) ◽  
pp. 91 ◽  
Author(s):  
Isaac Twum Asare ◽  
Shen Lei
Keyword(s):  
Brand Equity ◽  
Process Model ◽  
Brand Management ◽  
Cross Cultural ◽  
Future Research ◽  
Brand Knowledge ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Using Data ◽  
Invariance Test

In the field of brand management, numerous studies have been conducted on brand equity conceptualization, measurement and validation. Also, previous researchers have shown that consumer-based brand equity via its dimensions can be created and maintained through a company’s marketing mix activities. Brand equity according to Keller, is the differential effect of brand knowledge on consumer response to the marketing activities performed on the brand. Due to cultural differences, consumers’ reaction will differ and thus these marketing efforts will have varying results in different markets.Drawn from both Aaker’s & Keller’s conceptualizations of brand equity, the current study develops a brand equity creation process model similar to Yoo et al.’s and examines its cross-cultural invariance through a structural invariance test using data from two important growing markets—Ghana and China. Results prove that some marketing efforts and dimensions of brand equity have invariant effects on brand equity across the Ghana and Chinese samples. Specifically, the effect of price on perceived quality was not equivalent in both markets. Relationship among brand equity dimensions were also not equivalent, however these dimensions all show an equivalent, positive effect on brand equity. Managerial implications for international brands and limitations for future research are discussed.

scholarly journals The Influence Of Market Related Mobile Activities On The Acceptance Of Mobile Marketing And Consumer Intention To Purchase Products Promoted By SMS In South Africa

2013 ◽  
Vol 29 (6) ◽  
pp. 1897 ◽  
Author(s):  
Richard Chinomona ◽  
Maxwell Sandada
Keyword(s):  
South Africa ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mobile Marketing ◽  
Future Research ◽  
Managerial Implications ◽  
Marketing Activities ◽  
African Context ◽  
Future Research Directions ◽  
Using Data

There is an increasing attention being accorded to mobile marketing activities in recent business management literature in the past decade as both academicians and practitioners recognize that mobile activities have potential influence on mobile marketing acceptance and customer purchase intention. Notwithstanding this, there is dearth of research on the same in the African context. In view of this development, the purpose of this research paper is to investigate the extent to which mobile marketing activities influence customers mobile marketing acceptance and their purchase intention in South Africa. Five research hypotheses are postulated and using data collected from mobile marketing activities partakers, the hypotheses are tested using Structural Equation Modelling (SEM) approach (Smart PLS). Managerial implications of the findings are discussed and limitations and future research directions are indicated.

scholarly journals Research on brand extension feedback effects based on customer equity

2015 ◽  
Vol 46 (1) ◽  
pp. 97-105
Author(s):  
J. Shao ◽  
J. Zhang ◽  
K. Chen
Keyword(s):  
Theoretical Model ◽  
Brand Equity ◽  
Brand Extension ◽  
Customer Equity ◽  
Feedback Effect ◽  
Future Research ◽  
Feedback Effects ◽  
Consumer Evaluations ◽  
Managerial Implications ◽  
Using Data

As a strategy for enterprises to expand the scale of their operations, brand extension could also generate feedback effect diluting parent brand's customer equity. This study proposes and estimates a theoretical model examining the influence of brand extension on the drivers of parent brand's customer equity, namely value equity, brand equity, and retention equity using data of 850 questionnaires from ordinary consumers in China. The model indicates whether the drivers of a parent brand's customer equity change after brand extension, and how fit and consumer evaluations of brand extension influence the drivers of the parent brand's customer equity. The results show that firstly brand extension influences the drivers of parent brand's customer equity, secondly fit and consumer evaluations of brand extension directly affect the drivers of parent brand's customer equity, consumer evaluations also perform an intermediary function between fit and the drivers of parent brand's customer equity. Finally, this paper talks about managerial implications of the finding.Limitations and suggestions for future research are also discussed.

The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity

2015 ◽  
pp. 73-87 ◽  
Author(s):  
Tugba Orten Tugrul
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Repeated Measures ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Performance ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Research Findings ◽  
Brand Affect

A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework elucidating how consumer social media marketing experiences lead to more favorable brand affect, and in turn, enhanced brand equity is proposed. Importantly, perceived social media marketing activities are identified as a key moderator influencing the effects of consumer social media marketing experiences on brand equity. Repeated measures ANOVA and regression analyses were conducted to test the proposed model in a study consisting of three phases. The results provide support for (a) the main effects of consumer social media marketing experiences on brand affect and brand equity, (b) the mediating effect of brand affect, and (c) the moderating effect of perceived social media marketing activities. The chapter concludes with a discussion of the theoretical and managerial implications of the research findings, and recommendations for future studies.

scholarly journals An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa

2003 ◽  
Vol 34 (4) ◽  
pp. 27-34 ◽  
Author(s):  
H. Kruger ◽  
L. C.H. Fourie
Keyword(s):  
South African ◽  
Brand Equity ◽  
Future Research ◽  
Brand Associations ◽  
Binary Decision ◽  
Brand Building ◽  
The Status ◽  
Marketing Activities ◽  
African Perspective ◽  
Strategic Imperative

Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary brand associations. A brand holder’s first instinct may be, when it decides to evolve to the Internet, to maintain the status quo of its offline brand equity or value, by building a uniform online/offline brand. However, from the literature it is evident that authors are not united in their support of building uniform online/offline brands. Although building a uniform online/offline brand present certain tangible advantages, uniformity or non-uniformity proves not to be a binary decision, but dependant on the strategic imperative of the three tiered online/offline brand building initiative. To research three tiered online/offline brand building from a South African perspective, the uniformity and non-uniformity of brand name selection within the South African online/offline retail environment is firstly investigated. The advantages of building uniform online/offline brands are secondly elucidated as presented by the marketing programs – and activities of selected South African retail brands. Secondary brand associations, as part of the three tiered brand building phase or as separate strategic imperative, and the role it plays in non-uniform online/offline brand building, is thirdly examined. Findings are summarised, conclusions are drawn that elucidate the uniform and non-uniform brand building strategies of South African online/offline retailers and recommendations are made for future research.

scholarly journals Consumer Responses to High Service Attentiveness: A Cross-Cultural Examination

2019 ◽  
Vol 27 (1) ◽  
pp. 56-73 ◽  
Author(s):  
Maggie Wenjing Liu ◽  
Lijun Zhang ◽  
Hean Tat Keh
Keyword(s):  
Consumer Satisfaction ◽  
The United States ◽  
Cross Cultural ◽  
Future Research ◽  
Consumer Responses ◽  
High Service ◽  
Ulterior Motive ◽  
Self Construal ◽  
Interdependent Self ◽  
Managerial Implications

Although the literature generally indicates that service attentiveness can increase consumer satisfaction, providing extra care and attention in service encounters may backfire and lead to negative consumer outcomes. In addition, because of cross-cultural differences, the effects of high service attentiveness may vary across international markets. The authors conduct a qualitative study, a field experiment, and two laboratory experiments in three countries (Canada, the United States, and China) across various service contexts (hairdressing, telecommunications, and computer repair) to examine cross-cultural consumer responses toward high service attentiveness. Consumers’ negative responses toward high service attentiveness are mediated by their suspicion of ulterior motive, which varies according to their self-construal. Specifically, consumers with an interdependent self-construal (either chronic or primed) tend to have greater suspicion of and negative responses toward high service attentiveness. Furthermore, the effect of interdependent self-construal fostering greater suspicion is attributed to a sharper in-group (vs. out-group) distinction, which is mitigated when the service employee is perceived to be an in-group member. The authors conclude by discussing the theoretical and managerial implications and suggesting future research directions.

An integrated model for customer equity estimation based on brand equity

2020 ◽  
pp. 147078532095411
Author(s):  
Zahra Qorbani ◽  
Hamidreza Koosha ◽  
Mohsen Bagheri
Keyword(s):  
Brand Equity ◽  
Marketing Research ◽  
Customer Equity ◽  
Customer Acquisition ◽  
Share Of Wallet ◽  
Brand Knowledge ◽  
Mediating Role ◽  
Brand Differentiation ◽  
Customer Lifetime ◽  
Marketing Activities

Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research. This research outlines a new conceptual framework to explore the relationship between the critical elements of BE and CE. Furthermore, using marketing activities, the study quantifies the effect of these activities on CE. The value of CE is computed based on a customer lifetime value (CLV) model in which linear, logistic, and beta regression are used to predict BE, customer acquisition, and customer share of wallet, respectively. We conducted an empirical analysis through questionnaires in an elevator company. The results reveal that brand knowledge and brand differentiation positively relate to customer acquisition. Also, for both existing customers and prospects, brand differentiation plays an important role in the share of wallet. The findings also show that marketing activities have a positive and significant impact on brand knowledge and brand differentiation, and consequently, through the mediating role of BE between marketing activities and CE, on customer acquisition and share of wallet.

Send-for-review decisions, brand equity, and pricing

2016 ◽  
Vol 50 (1/2) ◽  
pp. 145-165 ◽  
Author(s):  
Chun Qiu ◽  
Peter Popkowski Leszczyc
Keyword(s):  
Brand Equity ◽  
Voluntary Disclosure ◽  
Brand Names ◽  
Third Party ◽  
Digital Cameras ◽  
Content Type ◽  
Brand Quality ◽  
Managerial Implications ◽  
Using Data ◽  
The Impact

Purpose – The purpose of this paper is to study firms’ decisions of voluntary disclosure of high product quality by sending their products to intermediaries for review, and how the nature of the reviews subsequently substitutes the brand names in terms of affecting the price of the product. Design/methodology/approach – Using data on camcorders and point & shoot digital cameras collected from multiple intermediary sources, this paper empirically tests the relationships among brand equity, send for review decisions, the nature of reviews and pricing, controlling for endogeneity. Findings – This paper finds that firms are likely to send their high-quality products to the intermediaries for review, but such likelihood varies across different brands. Relatively weak brands are more likely to send their products for review than relatively strong brands. By doing so, weak brands receive two benefits: first, intermediary reviews help eliminate price differentials between weak brands and strong brands. The more positive is the review, the higher is the price. When intermediary reviews are not obtained, some strong brands effectively charge a price premium over weak brands. Second, intermediary reviews subsequently attract more consumer word of mouth (WOM). The more positive is the review, the more consumer WOM is attracted. Researchlimitations/implications – One limitation is that this paper does not account for the influence of intra-brand competition. The second limitation is related to the assumption that intermediary reviews are accurate. Practicalimplications – This paper offers managerial implications to brand managers concerning send-for-review and pricing decisions. It proposes how managers leverage third-party endorsement in launching a new product. Originality/value – This paper is one of the few papers empirically studying the interaction of two communication approaches: disclosure and brand signaling. It modifies the commonly assumed relationships among brand, quality and price by demonstrating the substitute effect of intermediary reviews and brand names on price. This paper is also the first research that empirically examines the impact of firms’ “send-for-review” decisions on generating consumer WOM. Managerially, this paper substantiates Godes et al.’s (2005) framework on how firms should manage social interactions upon the release of new products.

scholarly journals The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa

2013 ◽  
Vol 12 (10) ◽  
pp. 1303 ◽  
Author(s):  
Richard Chinomona
Keyword(s):  
South Africa ◽  
Brand Management ◽  
Future Research ◽  
Brand Experience ◽  
Brand Trust ◽  
Data Set ◽  
Brand Attachment ◽  
Managerial Implications ◽  
African Context ◽  
Brand Satisfaction

This study examines the influence of consumer brand experience on their brand satisfaction, brand trust and brand attachment in an African context. Five hypotheses are posited and in order to empirically test them, a sample data set of 151 was collected from Gauteng Province of South Africa. The results indicate that brand experience positively influences brand satisfaction, brand trust and brand attachment in a significant way. Drawing from the studys findings, managerial implications are discussed and limitations and future research directions are suggested. By and large, this study immensely contributes new knowledge to the existing body of brand management literature in Africa - a context that is often most neglected by some researchers in developing countries.

scholarly journals Exploring the Internationalisation of  Chinese Privately-owned Enterprises (POEs)

2021 ◽  
Author(s):  
◽  
Churu Lin
Keyword(s):  
Process Model ◽  
New Ventures ◽  
Theory Development ◽  
Influential Factors ◽  
Future Research ◽  
International New Ventures ◽  
Chinese Firms ◽  
Theoretical Understanding ◽  
Managerial Implications ◽  
Privately Owned

<p>Internationalisation has long been a focus of research among international business scholars. However, there is little knowledge about Chinese firms' internationalisation processes. This study is based on the premise that Chinese firms may have different international behaviours, compared to Western firms, given China's distinctive institutional and cultural environments. To test this argument, this thesis examines Chinese firms' internationalisation rationales, approaches and influential factors. It focuses on small and medium-sized privately-owned enterprises (POEs) that are actively engaged in international operations. Interviews were conducted with decision makers of six POEs from four industries, including the telecommunications networks, electronics, meters, and textiles. These firms were located in Guangdong, Fujian and Zhejiang provinces. The data collected were analysed using within-case and cross-case analysis approaches. Findings were then compared to extant literature, including the Uppsala's internationalisation process model (U-model) and the theory associated with international new ventures (INVs). The findings presented here indicate that the Chinese POEs' internationalisation behaviours are not particularly different from their Western counterparts. Even though neither the U-model nor the INVs framework alone could fully capture the complexities of the Chinese POEs' internationalisation processes, both demonstrate their applicability in different ways. The study develops 15 propositions that should enable researchers to develop a better understanding of Chinese POEs' internationalisation processes. The thesis concludes with a discussion of the implications of these findings for theory development and future research, as well as managerial implications. This case study contributes to a wider theoretical understanding of Chinese POEs' internationalisation behaviours.</p>

scholarly journals Gratitude Questionnaire–20 Items (G20): A Cross-Cultural, Psychometric and Crowdsourcing Analysis

2020 ◽  
Vol 11 ◽  
Author(s):  
Gloria Bernabe-Valero ◽  
José S. Blasco-Magraner ◽  
Marianela R. García-March
Keyword(s):  
Data Collection ◽  
Psychometric Properties ◽  
Internal Consistency ◽  
English Language ◽  
Cross Cultural ◽  
Future Research ◽  
English Version ◽  
Relative Ease ◽  
American Sample ◽  
Using Data

The use in psychology of crowdsourcing platforms as a method of data collection has been increasing in popularity because of its relative ease and versatility. Our goal is to adapt the Gratitude Questionnaire–20 Items (G20) to the English language by using data collected through a crowdsourcing platform. The G20 is a comprehensive instrument that takes in consideration the different basic processes of gratitude and assesses the construct’s cognitive, evaluative, emotional, and behavioral processes. We test the psychometric properties of the English version of the G20 with a Prolific (ProA) user sample. We assess the adequacy of the G20 for the crowdsourcing population in its English version. A description of the characteristics of the participants is conducted. Reliability analyses reveal an optimal internal consistency of the adapted scale. The results are discussed from a cross-cultural vision of gratitude. We conclude that the Gratitude Questionnaire–20 Items (G20), adapted to English with an American sample, is a psychometrically strong instrument to measure gratitude using crowdsourcing platforms for data collection and, therefore, a reference and useful tool in future research.

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