Search Results (13)

Given their functionality, all smartphone brands are the same. Their similarities notwithstanding, they supply the same product at different prices in the same market. Strangely enough, the consumers do comply and willingly pay such price premiums. This study examines the mediation effect of price premium and brand preference on the causal impact of brand equity on sustainable purchase intention. The novelty of this study is in transforming the initial measures in a 5-point Likert scale into continuous values through a fuzzification and defuzzification process. Brand equity comprises three factors: brand awareness, perceived quality, and prestige value. Standardized questionnaire collected data in two countries (Taiwan and Indonesia) on two brands of smartphones (iPhone and HTC). Overall, 404 questionnaires were distributed in Taiwan, and 434 questionnaires were distributed in Indonesia. The data were analyzed by applying a structural equation model after conducting an exploratory and confirmatory factors analysis. In order to improve the estimations’ accuracy, the initial measures in a 5-point Likert scale were transformed into continuous values through a fuzzification and defuzzification process. The former consisted of assigning triangular fuzzy numbers, and the latter entailed assigning a center of gravity to each triangular fuzzy number and then extracting a random number from a normal distribution function based on the center of gravity. According to the results, price premium and brand preference exhibited significant mediation effects, with price premium having stronger effects than brand preference. Furthermore, the mediation effect was strongest for perceived quality and weakest for perceived prestige value. Full article

Regardless of a customer’s social status, wealth, or country of origin, Apple products have been notorious for establishing trends in regard to electronic devices. As of 2019, China accounted for 17% percent of all Apple sales. This has been made possible in large part due to Chinese customers’ favorable image of the Apple brand and the positive experience with Apple products. This study aimed to examine the impact of brand experience, brand love, and brand engagement on brand equity. The brand-love mediation role between brand experience and brand engagement/brand equity was also explored. The conceptual framework was supported by social exchange and attribution theories. According to the analysis of 339 respondents from China, brand experience, brand love, and brand engagement significantly positively affects Apple’s brand equity. Additionally, it was discovered that brand love demonstrates a significant mediating role between brand experience and brand engagement/brand equity. These findings can aid other manufacturers offering similar electronic products in China to adapt their marketing and competitive strategies in order to boost their brand equity and as a result sales revenue. Full article

The present study aims to investigate the country-of-origin effect and the branding process on the brand equity of Greek yogurt abroad, specifically in the United Kingdom. The research was carried out as a 2 × 2 experiment using a closed-ended questionnaire with the participation of a total of 400 consumers, using two Greek yogurts (branded and non-branded) as the product under study, with or without country-of-origin insignia (viz. the Greek flag) on the packaging. According to the research results, brand equity was found to be higher for the branded Greek yogurt with country-of-origin insignia among the four product categories, as reflected in its three sub-dimensions (brand awareness, loyalty, and perceived quality). It was also found that country of origin influences brand equity regardless of branding, a finding that confirms the significant effect of this factor on consumers’ perceptions. This highlights the distinction between perceived quality and the specific image of the country in terms of its production experience for a specific product category. Based on these findings, Greek yogurt companies exporting abroad should lay great emphasis on developing branding strategies to strengthen their product brand, while at the same time incorporate country of origin as an indicator of the quality of their brand. The latter finding applies in particular to less well-known brands, since geographical indication (insignia) or other strategies that promote the country of origin are perceived as important informational cues for consumers. Full article

One of the contributions of digitalization to cyclical change is the adoption of Omnichannel Marketing (OM) as a new marketing strategy for brands. In this research, we examined whether the quality of integration (INQ) in omnichannel environments has an effect on brand equity (BE) and its dimensions (brand loyalty (BL), brand association and brand awareness (BAS), and perceived quality (PQ)) within the framework of a structural model. We aim to expand the limited number of INQ research areas. In this context, in the first stage of our research, we conducted an online survey consisting of three parts with the consumers of the Nike luxury sportswear brand, which is in 11th place in the global brand value ranking, residing in Turkey from the developing countries. In the second stage of the analysis, we performed CFA for scale reliability and validity. Crobach’s alpha, AVE and CR values for all factors of the scale exceeded the threshold values in the literature. In addition, the goodness-of-fit values of the scale, which were checked for compliance with the research, exceeded the threshold values. In the third stage of the analysis, we performed SEM analysis to test the model of the study and the assumptions of the study. The SEM results of our research confirmed the assumptions established between INQ and BE and its components in the context of OM. SEM results revealed that INQ had the highest effect (0.93) on BAS and PQ and the least effect (0.86) on BL, and INQ affected BE with 0.90. The results of this research, which examines the predictors of brand equity and its components, offer implications for OM, INQ, BE subject areas that have not been empirically analyzed despite increasing knowledge and still having limitations in theoretical information. Our research is unique, as it is the first study to empirically examine the relationship between INQ and BE and its components in the context of OM. The research on omnichannel applications is quite limited. This study brings a conceptual extension to the literature on omnichannel strategies, INQ and OM, whereas they presented the necessary reasons for managers to provide INQ in an omnichannel environment in order to increase brand equity, with an empirical application. In addition, the most important benefit of this research is that it shows brand owners and managers and brand marketers a way to set up the omnichannel system toward circular revolution. Full article

This study aims to investigate the impact of Social Media Activities on brand equity (brand awareness and brand image). A cross-sectional quantitative study has been conducted using a validated questionnaire distributed to a convenience sample of 362 participants who used one or more forms of an Airline’s social media. Multiple Regression analysis was performed using SPSS version 20 to test the hypotheses. Results revealed a significant impact of Social Media Activities as a whole on brand equity. It was found that entertainment, customization, interaction and EWOM significantly affected the brand image, while customization, trendiness, interaction and EWOM significantly affected brand awareness. This study is one of few to examine the impact of social media activities on brand equity towards Airlines in Middle Eastern countries. The study provided several theoretical and practical implications that can benefit airline managers in their marketing efforts using various social media activities. Full article

Brand personality is a useful tool that forms a favorable brand image and that ultimately builds powerful brand equity. However, there has been insufficient empirical research on the brand personality of Korean dance. In the context of using culture and the arts to support national competitiveness, we examine traditional Korean dance in terms of a potential brand personality that can influence the perceptions of global consumers. We look at how this brand can affect consumer perceptions of how easy it is to learn Korean dances as well as their perceptions of the physical benefits of these dances. The respondents included global consumers who had listened to or watched Korean dance music and videos on TV and the Internet, searched for and watched Korean dance videos on YouTube, and searched for Korean dance information on social media at least once. A survey was conducted over the course of four months, from October 2020 to January 2021, in four countries: South Korea, the USA, the UK, and South Africa. Valid data were obtained from 649 individuals. We conducted an empirical study by applying and integrating the technology acceptance model (TAM) to the brand personality of Korean dance. A structural equation model was used to analyze the responses. The brand personality of Korean dance enhanced its perceived ease of use and its perceived usefulness among global consumers, which led to positive attitudes toward the dances. Furthermore, it led to a sustainable behavioral intention, that is, interest in learning traditional Korean dances. Since no studies have integrated Korean dance into a single brand personality to use it as a cultural asset, this study makes considerable contributions to the literature. Full article

Our study aims to analyze factors determining the green brand equity (GBE) based on a systematic literature review (SLR) according to the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) statement. We posed 3 research questions and searched five databases (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘green brand equity’ and the combination of two terms: ‘brand equity’ and ‘green’. Additionally, the backward and forward snowballing methods were applied. In our SLR, we included empirical studies published between 2006 and 2021 as peer-reviewed papers in English. Exclusion criteria included studies with theoretical models, studies describing brand equity not related to GBE, Ph.D. thesis, short reports, workshop papers, practice guidelines, book chapters, reviews, and conference publications. Finally, 33 articles were analyzed as part of the SLR in two fields: general information (authorship, year of publication, type of study, research country or location, sample size, and product categories), and research specifications (factors or variables, number and type of hypotheses, scale or measurement items, type of statistical analysis, and selected indicators of statistical methods). Image, trust, value, satisfaction, and loyalty appeared to be the most studied determinants of GBE. Less frequently analyzed were quality, awareness, attributes, particular promotional activities, and the fact of purchase. The results obtained are important in practical terms, showing what to consider when creating GBE in different categories of products and services. Full article

Due to the transition process in Croatia that started about three decades ago, higher education institutions (HEIs) are forced to intensively involve themselves in market competition and become market and entrepreneurial oriented in order to keep up with new trends in higher education. The branding process in HEIs has become one of the major activities in creating value and gaining market position in many countries, including Croatia. The aim of this study is to provide a deeper insight into and understanding of differences in brand market value perceptions of students of public and private HEIs in Croatia. Altogether, 443 students (242 from a public HEI and 201 from a private HEI) responded to a questionnaire based on Aaker’s model of brand equity, from which a t-test and a correlation analysis showed that the public HEI was significantly better only in the dimension of other proprietary brand assets, while in the private HEI all other dimensions of brand market value were evaluated better. However, brand market value itself was significantly higher in the public sector HEI, mainly due to the perception of “value for money” and functional benefits, i.e., employability. The study identified several factors that need to be taken into account when branding private and public HEIs in Croatia. Full article

The aim of this study is to analyze factors determining city brand equity (CBE) on the bases of a systematic literature review (SLR) according to a procedure developed by Tranfield. Five databases were searched (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘city brand equity’. In addition, databases were searched for ‘destination brand equity’ and ‘place brand equity’ statements focusing on city brands. This SLR contains 36 empirical studies and does not include conference materials, and books. The analysis was based on three issues: general information (author/authors, year of publication, research tools, sample size, city and country as well as sample population), research specification (variables, hypotheses or research questions, statistical methods and research tools), and findings related to CBE and practical implications for destination marketing organizations, and destination or city managers. In summary, there are many factors determining CBE, including brand image, brand quality and brand awareness. These factors are related to cultural, environmental and ecological elements, as well as infrastructure and services offered to tourists. Brand assets related to the perception of the city brands in various aspects also proved to be important. Full article

Luoshan Organic Agriculture Village was the first organic agriculture village in Taiwan, and it focuses on organic farming and cultivation. The village is developed through community empowerment and the utilization of existing tourism resources. In this study, tourists to the village were selected to participate in a survey. The findings indicated that country landscape resources scored the highest, followed by experience of organic farming and natural landscape resources. The results revealed that this travel destination enjoys high brand equity, with the factor of environmental sustainability scoring the highest, followed by the uniqueness of organic farming and the image of healthy tourism. This study suggested that landscape resources were positively correlated with brand equity; moreover, access to environmental information had a significant effect on the relationship between landscape resources and brand equity. Subsequently, the top three factors affecting landscape resources were identified—natural landscape resources, experience of organic farming, and experience of farm stays. In addition, the two factors influencing brand equity of quality and unique resources were derived. This study’s results can help related organizations effectively establish landscape resources, thereby extending their brand equity and building the sustainable development competitiveness of tourist destinations. Full article

Cross-border merger and acquisition (CBM&A) is a dominant and sustainable antagonistic strategy, but a relevant concern like a country has inadequately been emphasized over the five decades of acquisition studies. Therefore, this article attempts to examine the impact of country brand equity (CBE) on corporate brand architecture (CBA) in post-CBM&A. It first originates a hypothetical model esteeming Resource-Based View (RBV) and Industrial Organization (IO) theory following the Structure-Conduct-Performance (SCP) paradigm. Then, it tests the model conducting a web survey on 124 acquiring corporates from 29 countries that accomplished CBM&A transactions between 1990 and 2014. The empirical findings clarify that the market aspect, such as the acquirer’s more substantial country brand equity, indirectly leads to the high degree of CBA standardization in the host market through prioritized intangible and strategic resources—corporate reputation and corporate brand management system. Individually, the acquirer’s corporate reputation cumulatively yields a high degree of CBA standardization with corporate brand power, which has only a direct effect. On the other hand, the corporate brand management system leads to a high degree of CBA standardization cumulatively with corporate reputation. It is deemed that the research findings as a whole reveal a framework for the application of country brand equity and corporate brand architecture in post-CBM&A. Full article

The aim of this study was to analyze hotel brand loyalty (HBL) based on a systematic literature review conducted according to the preferred reporting items for systematic reviews and meta-analysis (PRISMA) statements. Following these statements, we searched two databases (Scopus and Web of Science) for studies containing the term ‘hotel brand loyalty’. Additionally, the backward and forward snowballing methods were applied. Only empirical studies concerning loyalty towards brand hotels were included, resulting in 26 studies in the final review. The quality of the various studies was evaluated according to the Joanna Briggs Institute critical appraisal checklist. The studies included in the systematic review were analyzed in three areas: general details and study design (authorship, year of publication, type of study, research country or location, characteristic of the sample population, the purpose of stay or travel, type of hotels, hotel brands), research specifications (factors/variables, hypotheses, measurement items, data analysis), and general findings (findings related to HBL and managerial recommendations). To summarize the results, word cloud visualization was applied. For studies included in the systematic review, HBL was analyzed on two levels: in the context of factors determining the guest/tourist loyalty to the hotel brands (such as frequently mentioned brand awareness, brand image, and perceived quality) as well as those pertaining to models of brand equity. This highlighted the need for managers to perform activities in terms of brand experience and shape long-term relationships in order to strengthen loyalty to hotel brands. Full article

This study explores the relationship between corporate performance and corporate social responsibility (CSR) initiatives in the Ecuadorian banking environment. The first model employs both return on assets and return on equity as proxy for the financial performance while the second model includes the non-financial corporate performance constructs collected by a self-designed online questionnaire. We found a statistically positive relationship among CSR initiates and the financial and non-financial indicators in corporate performance. Our findings revealed that economic, legal, ethical, and philanthropic responsibility initiatives positively affect the non-financial corporate performance of the Ecuadorian banking environment. Similarly, the non-financial corporate performance is significantly positively influenced by the customer’s brand trust, customer’s brand loyalty, customer’s perception of quality, and customer satisfaction. Study results are mostly consistent with the banking environment of other countries, especially in Bangladesh, Pakistan, and Lebanon. Customers of the Ecuadorian banking environment perceived banks as socially responsible entities and Ecuadorian banks invest resources in CSR activities as a corporate governance policy to increase their financial and non-financial performance. Future research should include a corporate governance index with a CSR component as an independent variable to increase statistical models’ power. Full article