The Impact of Sponsorship on Brand Equity of Cellular Networks in Hyderabad Pakistan

Wireless and mobile networks are quickly becoming the consequential type of network access for telecommunication services and with the emergence of modern technologies the number of users has also increased numerously. Similarly, In Pakistan advance facilitating promotions and improved service quality of mobile networks have enormously raised 161.24 million users of mobile networks till july-2019. Due to the innovative advancement and Hi-tech competition in the market the networks use different strategies to retain and sustain the brand equity such as, Linking the brand with an event via sponsorship enables companies to reach consumers’ interest and attention by associating with the events that hold great importance to them. This research article is based on determining the effect of sponsorship on the components of brand equity such as brand loyalty, brand awareness and perceived quality. The methodology adopted for this using a survey questionnaire based on 5-likert scale, and the primary data collection source was sample of 160 respondents. The reliability and regression analysis were used to determine the effects of sponsorships. The results of the reliability shows that the Cronbach’s Alpha lies in the range of good and excellent, Furthermore, it indicate that the sponsorship have positive and significant impact on brand awareness, brand loyalty and perceived quality. Therefore, Managers need to increase the use of sponsorship as a tool, for effective marketing communication, sponsor events for which their customers are emotionally connected and use its attention for their brand and build strong brand equity. In a highly competitive environment, sponsorship activities can help telecom companies attain a completive edge over others.

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The Impact of Brands on Consumer Buying Behavior

International Journal of Research in Business and Social Science (2147-4478) ◽

10.20525/ijrbs.v5i4.551 ◽

2016 ◽

Vol 5 (4) ◽

pp. 1-16 ◽

Cited By ~ 2

Author(s):

Ulas Akkucuk ◽

Javed Esmaeili

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Purchase Decisions ◽

Brand Name ◽

Buying Behavior ◽

Brand Association ◽

The Impact

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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THE IMPACT OF BRAND EQUITY TO PURCHASE INTENTION (CASE STUDY FROM IPHONE USERS IN MAKASSAR)

Jurnal Muara Ilmu Ekonomi dan Bisnis ◽

10.24912/jmieb.v5i1.8696 ◽

2021 ◽

Vol 5 (1) ◽

pp. 1

Author(s):

Gita Gabriella ◽

Sonny Sonny

Keyword(s):

Quantitative Analysis ◽

Customer Satisfaction ◽

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Perceived Quality ◽

Brand Awareness ◽

Coefficient Of Determination ◽

Purposive Sampling ◽

The Impact

Penelitian ini dilatarbelakangi oleh meningkatnya persaingan di pasar ponsel cerdas. Terlepas dari popularitas iPhone ketika perusahaan memperkenalkan iPhone untuk pertama kalinya pada tahun 2007, iPhone telah mengalami persaingan ketat dari produsen smartphone lainnya. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek dan kepuasan pelanggan terhadap niat beli konsumen produk iPhone. Elemen ekuitas merek yang digunakan dalam penelitian ini adalah kesadaran merek, kualitas persepsi, kepuasan pelanggan, dan loyalitas merek. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada sembilan puluh enam responden dengan menggunakan purposive sampling. Responden adalah orang yang saat ini menggunakan produk iPhone. Data dianalisis dengan menggunakan analisis kuantitatif. Analisis kuantitatif terdiri dari uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis dengan uji F dan uji t, serta analisis koefisien determinasi (R). Dari hasil penelitian dapat disimpulkan, bahwa kepuasan pelanggan dan loyalitas merek merupakan elemen utama konsumen membeli merek iphone. Sedangkan kesadaran merek dan kualitas persepsi tidak berpengaruh dalam faktor pembelian. This research is motivated by the increasing competition in the smartphone market. Despite the popularity of the iPhone when the company introduced the iPhone for the first time in 2007, the iPhone has experienced stiff competition from other smartphone manufacturers. This study aims to determine the effect of brand equity and customer satisfaction on consumer purchase intentions of iPhone products. The elements of brand equity used in this study are brand awareness, perceived quality, customer satisfaction, and brand loyalty. This research was conducted by distributing questionnaires to ninety-six respondents using purposive sampling. Respondents are people who currently use iPhone products. Data were analyzed using quantitative analysis. Quantitative analysis consists of validity and reliability tests, classical assumption tests, multiple regression analysis, hypothesis testing with the F test and t test, and analysis of the coefficient of determination (R). The results of research can be concluded that customer satisfaction and brand loyalty are the main elements of consumers buying the iPhone brand. Meanwhile, brand awareness and perceived quality has no effect on purchasing factors.

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The Impact of Brand Equity of Global Pharmaceutical Companies on Prescriptions Decisions of Physicians in Jordan: The Moderating Role the Performance of Medical Representatives

Research in World Economy ◽

10.5430/rwe.v12n2p302 ◽

2021 ◽

Vol 12 (2) ◽

pp. 302

Author(s):

Eyad Mustafa AL-Ghanem

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Pharmaceutical Companies ◽

Brand Association ◽

Study Population ◽

The Impact ◽

Moderating Role

This study aimed to identify the impact of the brand equity and its dimensions (brand awareness, brand association, perceived quality, and brand loyalty) of Global Pharmaceutical Companies on Prescriptions decisions of physicians in Jordan.The population of sample were the Jordanian physicians, the study tool was questionnaire, which was distributed to connivance sample (Physicians), the data was collected from (240) participants of study population, the data collected were analysed by using the Smart-PLS software.The study result is finding that statistically significant effect of the brand equity of global pharmaceutical companies on Prescriptions decisions of physicians in Jordan, and this effect was positiveGlobal pharmaceutical companies need to focus more on all study variables (dimensions of brand equity) because they have a role of enhancing the prescription decisions of physicians.

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ANALISIS EKUITAS MEREK DARI KATEGORI PRODUK MINYAK GORENG BIMOLI PADA KELOMPOK USAHA INDOFOOD

EKUITAS (Jurnal Ekonomi dan Keuangan) ◽

10.24034/j25485024.y2005.v9.i4.2391 ◽

2007 ◽

Vol 9 (4) ◽

pp. 517

Author(s):

Bambang Hadi Santoso

Keyword(s):

Brand Equity ◽

Multiple Linear Regression Model ◽

Sampling Technique ◽

Perceived Quality ◽

Population Characteristics ◽

Brand Awareness ◽

Primary Data ◽

Brand Association ◽

The Impact ◽

Fried Oil

The Indofood Group and even all companies at the present time are facing tight competition. As a consequence of this condition, they must have abilities to build and to keep, as well as to increase the brand equity of their products they offered. There are four purposes of this research; firstly, to examine the influence of brand awareness to the brand equity of Bimoli brand at Indofood Group; secondly, to examine the influence of perceived quality to the brand equity of Bimoli brand at Indofood Group; thirdly, to examine the influence of brand association to the brand equity of Bimoli brand at Indofood Group; and fourthly, to examine the influence of brand awareness, perceived quality and brand association simultaneously to the brand equity of Bimoli brand at Indofood Group. The population of this research is consumers of fried oil of Bimoli who ever buy and consume fried oil of Bimoli brand in towns of Surabaya and Sidoarjo. Samples taken for conducting the research were samples who own population characteristics. Total number of consumer respondent as samples of this research was established at the amount of 130 respondents. Primary data collection for realizing this research was done by distributing questioners to all consumer respondents. It was noted that the sampling method was using non-probability sampling through convenience sampling technique. Technical analyis implemented in this research is statistical formula in this case multiple linear regression model. Through t-test, results of research have proved that brand awareness variable has no impact individually to the brand equity variable, and two variables of perceived quality and brand association have the impact individually to the brand equity variable, and through F-test, the three variables of brand awareness, perceived quality and brand association have the impact simultaneously to the brand equity variable.

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Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis ◽

10.1177/0972622517702187 ◽

2017 ◽

Vol 16 (1) ◽

pp. 45-59 ◽

Cited By ~ 2

Author(s):

Rajesh Sharma

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Brand Associations ◽

Four Dimensions ◽

Global Brands ◽

Brand Association ◽

The Impact

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

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ANALISIS EKUITAS MEREK DARI KATEGORI PRODUK MINYAK GORENG BIMOLI PADA KELOMPOK USAHA INDOFOOD

EKUITAS (Jurnal Ekonomi dan Keuangan) ◽

10.24034/j25485024.y2005.v9.i4.309 ◽

2018 ◽

Vol 9 (4) ◽

pp. 517-544

Author(s):

Bambang Hadi Santoso

Keyword(s):

Brand Equity ◽

Multiple Linear Regression Model ◽

Sampling Technique ◽

Perceived Quality ◽

Population Characteristics ◽

Brand Awareness ◽

Primary Data ◽

Brand Association ◽

The Impact ◽

Fried Oil

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THE EFFECT OF ASSOCIATED MEDIATION, LOYALTY, BRAND IMAGE AND THE QUALITY ACCEPTED TO THE EQUITY OF THE BRAND

Sinergi Jurnal Ilmiah Ilmu Manajemen ◽

10.25139/sng.v11i1.3523 ◽

2021 ◽

Vol 11 (1) ◽

Author(s):

Sarwani Sarwani ◽

Heru Suprihhadi ◽

Andry Herawati

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Added Value ◽

Brand Awareness ◽

Decision Making Process ◽

Brand Name ◽

Brand Association

One of the essential topics in marketing management is subject to brand equity. Initially, brand equity was recognized to can be given to bring added value to a product in the means corporate brand name. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the organization to create and build intense brand name organization experiences that will influence the decision-making process to brand name organization choice for membership. Thus, this study aims to prove and analyze the indirect influence amongst the brand equity dimensions on brand equity. For this study's purpose, brand equity dimensions include brand awareness, brand association, brand loyalty, brand image and perceived quality. In this study, a sum of 120 usable questionnaires from cooperation enterprises active membership was gathered. The result indicates that only a mediating influence brand loyalty of brand association on brand equity, and a mediating influence the perceived quality of the brand image on brand equity.

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THE The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

Wine Economics and Policy ◽

10.36253/web-8407 ◽

2020 ◽

Vol 9 (2) ◽

pp. 63-81

Author(s):

Nadia Passagem ◽

Catia Fernandes Crespo ◽

Nuno Almeida

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Structural Equation ◽

Country Of Origin ◽

Product Category ◽

Perceived Quality ◽

Brand Awareness ◽

Brand Associations ◽

The Impact

The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand awareness and perceived quality, as well as the brand equity subsequent effect on purchase intention. The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of the Portuguese sample indicate that the country of origin affects positively all the brand equity dimensions. The Canadian sample results show that country of origin affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness dimensions.

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PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG OLEH MAHASISWA UNIVERSITAS X

Jurnal Ilmiah Bisnis dan Ekonomi Asia ◽

10.32812/jibeka.v10i1.79 ◽

2016 ◽

Vol 10 (1) ◽

pp. 1-5

Author(s):

Abraham Adijaya

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Linear Regression Analysis ◽

Perceived Quality ◽

Brand Awareness ◽

Positive Contribution ◽

Purchasing Decisions ◽

Brand Association ◽

Quality Of Products

Currently existing business competition is not only limited to the quality of products, technology products, and display products, but also about the brand used in the product that can cause an image to consumers. Brand is the label that carries meaning and associations as well as a mirror of promise communicated by the producer to the consumer on the quality of products or services that have been produced. This study aims to determine whether the brand awareness, brand association, perceived quality, brand loyalty and other proprietary brand assets Samsung has a positive contribution to brand equity Samsung, knowing which variable dominant contributes positively to brand equity Samsung, and find out whether brand equity Samsung influence the purchasing decisions of Samsung smartphone products. By using principal component analysis and simple linear regression analysis, the result is Samsung’s brand awareness, brand association, perceived quality, brand loyalty, and other proprietary brand assets are able to contribute positively to the Samsung brand equity. Samsung's brand loyalty is the dominant variable that contributes positively to the Samsung brand equity. Samsung's brand equity have positive significant influence on purchasing decisions Samsung smartphone products.

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