...A cross-national validation of the consumer-based brand equity scale Isabel Buil Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Leslie de Chernatony Birmingham Business School, The University of Birmingham, Birmingham, UK, and ´ Eva Martınez Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Abstract Purpose – This study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. Findings – The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores. Research limitations/implications – Future research could examine the cross-national generalisability of the brand equity scale using other countries’ products and services. Practical implications – Given that the brand equity scale is invariant across countries, researchers and international...
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...Clarify Brand Equity Perspective Brand equity can be viewed from several different perspectives. The hard-line perspective is that of financial outcomes which examine price premium. That is, how much more will a consumer pay for a product or service that is branded over a product or service that is generic? A softer perspective is that of brand extension where consideration is given to the value that a brand lends to the introduction of other products, or considers the reverse dynamic of the impact of a new product or service on the existing brand. This following steps address a third perspective - customer-based. Determine Brand Equity Research Goals Brand equity market research falls into one of three camps: Tracking, exploring change, and/or extending brand power. Market research that focuses on tracking makes comparison among competitive brands or products against a benchmark. When exploring change is the research goal, customer brand attitude is tapped regarding branding decisions that might result in repositioning or renaming products or services. A deeper examination of extending brand power is carried out when substantive additions to a brand are considered. Each of these research goals requires a different tact. Understand Customer Brand Attitude A customer-based perspective in the measurement of brand equity focuses on the experiences that consumers have with a brand. The stronger the brand, the stronger the customer's attitude toward the products or services associated...
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...3 The Effects of Marketing Mix Elements on Brand Equity* Edo Rajh** Abstract The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed. Keywords: brand equity, brand, strategic brand management, marketing mix JEL classification: M31 * This paper was originally published in Privredna kretanja i eknomska politika (Economic Trends and Economic Policy) No. 102, 2005, pp. 30-59. ** Edo Rajh, Research Associate, The Institute of Economics, Zagreb. Croatian Economic Survey 2005 53 1 Introduction The concept of brand equity was first introduced in marketing literature in the 1980’s. During the 90’s this topic received significant attention from both scientists and marketing practice, which resulted in a large number of articles and books...
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...Annals of Tourism Research, Vol. 38, No. 3, pp. 1009–1030, 2011 0160-7383/$ - see front matter Ó 2011 Elsevier Ltd. All rights reserved. Printed in Great Britain www.elsevier.com/locate/atoures doi:10.1016/j.annals.2011.01.015 BRAND EQUITY, BRAND LOYALTY AND CONSUMER SATISFACTION Janghyeon Nam Kyungnam University, South Korea Yuksel Ekinci Georgina Whyatt Oxford Brookes University, UK Abstract: This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and lifestyle-congruence—are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction. Keywords: brand equity, customer satisfaction, brand loyalty. Ó 2011 Elsevier Ltd. All rights reserved. INTRODUCTION Consumer satisfaction is essential to long-term business success, and one of the most frequently researched topics in marketing (e.g., Jones & Suh, 2000; Pappu & Quester, 2006). Because consumer satisfaction...
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...CHAPTER 2 Customer-Based Brand Equity Customer-Based Brand Equity - Building a Strong Brand - Creating Customer Value - CHAPTER 3 Brand Positioning Identifying and Establishing Brand Positioning - Positioning Guidelines Defining and Establishing Brand Mantras - Brand Audits CHAPTER 4 Choosing Brand Elements to Build Brand Equity Criteria for Choosing Brand Elements - Options and Tactics for Brand Elements - CHAPTER 5 Designing Marketing Programs to Build Brand Equity New Perspectives on Marketing – Product Strategy – Pricing Strategy - Channel Strategy - CHAPTER 6 Integrating Marketing Communications to Build Brand Equity The New Media Environment - Overview of Marketing Communication Options - Developing Integrated Marketing Communication Programs CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity Conceptualising the Leveraging Process - Country of Origin and other Geographic Areas - Co-Branding - Licensing - Celebrity Endorsement – CHAPTER 8 Developing a Brand Equity Measurement and Management System The Brand Value Chain - Designing Brand Tracking Studies - Establishing a Brand Equity Management System – CHAPTER 9 Measuring Sources of Brand Equity: Capturing Customer Mindset Qualitative Research Techniques - Quantitative Research Techniques - Comprehensive Models for Customer-Based Brand Equity - CHAPTER10 Measuring Outcomes of Brand Equity: Capturing Market Performance...
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...com/0263-4503.htm Brand equity for online companies Rosa E. Rios Australian College of Kuwait, Safat, Kuwait, and Brand equity for online companies 719 Received 1 May 2008 Revised 1 July 2008 Accepted 1 July 2008 Hernan E. Riquelme Kuwait-Maastricht Business School, Salmiya, Kuwait Abstract Purpose – The purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies. Design/methodology/approach – This objective is pursued by: developing a measurement model of brand equity for online businesses; and testing the nomological validity of the model using structural equation modelling. Findings – This study finds partial support for the application of the offline brand equity theoretical framework based on brand awareness, brand associations and loyalty for online companies. Brand loyalty and brand value associations directly create brand equity. Research limitations/implications – The study is cross-sectional, the indicators or observable variables used in this study may not be deemed comprehensive enough, no interaction effects have been incorporated, and finally, the research study was based on a few online business retailers. Practical/implications – The results support the view that a consumer’s perceived sense of value resulting from a transaction with an online business develops loyalty. Also, brand-trust association and brand awareness indirectly contribute to creating brand equity through their influence...
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...Brands represent enormously valuable pieces of legal property, capable of influencing consumer behavior, being bought and sold, and providing the security of sustained future revenues to their owner. The value directly or indirectly accrued by these various benefits is often called brand equity (Kapferer, 2005; Keller, 2003). A basic premise of brand equity is that the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time. Brand equity can be thought of as the "added value" endowed to a product in the thoughts, words, and actions of consumers. There are many different ways that this added value can be created for a brand. Similarly, there are also many different ways the value of a brand can be manifested or exploited to benefit the firm (i.e., in terms of greater revenue and/or lower costs). For brand equity to provide a useful strategic function and guide marketing decisions, it is important for marketers to fully understand the sources of brand equity, how they affect outcomes of interest (e.g., sales), and how these sources and outcomes change, if at all, over time. Understanding the sources and outcomes of brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand: The sources of brand equity help managers understand and focus on what drives their brand equity; the outcomes of brand...
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...Faculty & Research Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value by P. Chandon 2003/19/MKT Working Paper Series Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon* INSEAD March 2003 * Pierre Chandon is Assistant Professor of Marketing at INSEAD, Boulevard de Constance, 77300 Fontainebleau, France. Tel: +33 (0)1 60 72 49 87, e-mail: pierre.chandon@insead.edu. Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques. Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use these techniques. Keller’s (2003) excellent book also provides detailed information on each concept and its measurement. 1. Brand knowledge Brand knowledge refers to brand awareness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different dimensions of brand knowledge can be classified in a pyramid (adapted from Keller 2001), in which each lower-level element provides the foundations of the higherlevel...
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...Tuck School of Business Dartmouth College Fall Quarter B 2010 Professor Kevin Lane Keller STRATEGIC BRAND MANAGEMENT Course Times/Places Class Meetings: Office Hours: Mondays and Tuesdays 8:30 – 10:00 & 10:15 – 11:45 Borelli classroom By appointment: Tuesdays, 12:30 – 2:00 Room: Woodbury 315 (Phone: 646-0393) E-mail: kevin.keller@dartmouth.edu Alison Pearson Room: Tuck 205I (Phone: 646-2515) E-mail: alison.pearson@dartmouth.edu Academic Coordinator: Required Text Kevin Lane Keller, Strategic Brand Management, 3rd edition, Prentice-Hall, 2008. Course Objectives Some of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This mini-elective provides students with insights into how profitable brand strategies can be created. It addresses three important questions. How do you build brand equity? How can brand equity be measured? How do you capitalize on brand equity to expand your business? Its basic objectives are to (1) provide an understanding of the important issues in planning and evaluating brand strategies, and (2) provide the appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course consists of lectures, exercises, and case discussions. The course content has relevance to students pursuing a variety of different career goals in virtually any...
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... Product and Brand Management Submitted To Submitted By Prof. Neeraj Dubey Virendra Prasad Tamta (1219) Date: 13 Feb 2013 Centre for Management Education Vaikunth Mehta national Institute of Cooperative Management University Road, Pune- 411 007 ------------------------------------------------- Brand equity Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names. Some marketing researchers have concluded that brands are one of the most valuable assets a company has,as brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Consumers' knowledge about a brand also governs how manufacturers...
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...between brand equity and firms’ performance in luxury hotels and chain restaurants$ Hong-bumm Kima,1, Woo Gon Kimb,* b a College of Hospitality & Tourism, Sejong University, Kwang-jin Gu, Gun-ja Dong 98, Seoul 143-747, Republic of Korea School of Hotel and Restaurant Administration, Oklahoma State University, 210 HESW, Stillwater, OK 74078-6173, USA Received 27 February 2004; accepted 4 March 2004 Abstract There is a growing emphasis on building and managing brand equity as the primary drivers of a hospitality firm’s success. Success in brand management results from understanding brand equity correctly and managing them to produce solid financial performance. This study examines the underlying dimensions of brand equity and how they affect firms’ performance in the hospitality industry—in particular, luxury hotels and chain restaurants. The results of this empirical study indicate that brand loyalty, perceived quality, and brand image are important components of customer-based brand equity. A positive relationship was found to exist between the components of customer-based brand equity and the firms’ performance in luxury hotels and chain restaurants. A somewhat different scenario was delineated from the relationship between the components of customer-based brand equity and firms’ performance in luxury hotels and chain restaurants. r 2004 Elsevier Ltd. All rights reserved. Keywords: Customer-based brand equity; Firms’ performance; Chain restaurants; Luxury hotels; Brand awareness ...
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... LUX is a Tangible, Non Durable Good on the basis of this classification. LUX and other soaps fall into the category of Convenience Good Report on “Brand Equity Measurement of LUX”. ACKNOWLEDGEMENT We express our sincere thanks to our respectable teacher Mohammad Nazmul Huq for providing us with bighearted support and opportunity for the successful completion of research on: “Brand Equity Measurement of LUX”. We are thankful to our respondents for their responses, class fellows for their support and suggestions, which have proved to be very valuable for this research, without which it would have not been possible to successfully complete the research. LETTER OF TRANSMITTAL 03rd May, 2010 Mohammad Nazmul Huq Assistant Professor, Department of Business Administration, Stamford University Bangladesh. Subject: - Submission of Report. Dear Sir, With due respect and humble submission I would like to state that, we have been required to submit a research report on ‘Brand Equity Measurement of LUX’ as a part of the completion of this course. For all intents and purposes, It was really more than an opportunity to experience how a research should be performed and should be presented after completing...
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...economic conditions: Factors influencing the level of decentralization in budgeting and its relations to budget size and allocation, written by Yunjae Cheong, Kihan Kim, and Hyuksoo Kim, the authors examine the extent to which various company, brand and organizational factors are related to the level of decentralization in the budgeting for advertising and promotion. The research from the article is based off of the five most common budgeting categories listed as Judgment, Competitive, Sales, Measurement, Objective and Task. All of these categories are explained in the article by either the bottom-up or the top-down process or a mixture of both. The authors break down the article further into three factors influencing the level of decentralization in budgeting. The first factor is Company and it is broken down by company size (larger companies use more decentralized budgeted methods than smaller companies) and profitability (professional companies will use more decentralized budgeted methods than the companies experiencing losses). The second factor is Brand and is broken down into brand type (individual companies versus corporate/family brands using more decentralized budgeting), brand equity (higher brands versus lower quality brands), and brand price (higher price products versus lower price products). The final factor is the Organizational factor and is split into two departments. The first is marketing (the stronger the influence of the marketing department on budgeting decisions...
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...Research Proposal Brand and Consumer Behaviour of Innocent Module title: Research Methods Module number: M25BSS Module Leader: Dr Steve Jew By: Mahdieh Mehrabi Moezabadi (SID: 3576238) MBA MARKETING 1. Title 2. Background 3. Preliminary Review of Literature 4. Research Questions and Objectives 4.1. Questions 4.2. Objectives 5. Research Plan 5.1. Research Perspectives 5.2. Research Design 5.3. Data collection 5.3.1. Methods 5.3.1.1. Secondary Data 5.3.1.2. Primary data 5.3.2. Use of primary and secondary data 5.3.3. Access and sampling strategy 5.3.4. Data analysis and presentation 5.4. Limitations of research 5.4.1. Validity 5.4.2 Reliability 5.4.3. Generalisability 6. Ethical considerations 7. Planning 8. References 1 1 2 5 5 5 5 5 6 6 6 7 7 7 7 8 8 8 9 9 9 9 11 1. Title Brand and Consumer Behaviour of Innocent 2. Background At the time of the integration of world economy, competition has become stronger and for the success of company activity in national, regional, and world markets, one of the most important factors is to effectively manage quality and its means of identification such as trade and quality marks, brands, etc. There has been a growth in the products with different brands and trademarks as well as in consumption of goods. In the modern days, brands symbolize different sets of meanings, generating specific associations or emotions for every consumer. The brand is the competitive advantage for a company and a source of added value which leads to...
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...IMPACT OF BRAND SWITCHING, BRAND CREDIBILITY, CUSTOMER SATISFACTION AND SERVICE QUALITY ON BRAND LOYALTY Idrees Akbar, waheed Naseer, Shoaib Ahmed Amin , Abdul Muqtadir , Hafsa Zia, Urooj Shafique Department of Management Sciences, the Islamia University of Bahawalpur Pakistan, Abstract: To be a leading company, it is a massive task to build brand loyalty. Brand is the only word that differentiates the goods and services from the other ones. Therefore the dominated companies spend a lot on the brand to make it unique in order to develop the brand loyalty. Brand loyalty can be created by the numerous ways and strategies but most convenient ones are how much you fulfill your promises in the light of brand credibility, and so on service quality is how much strong if the customer is satisfied then it will show its loyalty towards brand and if not then it shift the intention towards other brand in term of brand switching. This study measures brand loyalty of banking clients of Bahawalpur in Pakistan. A field survey was conducted in Islamia University of Bahawalpur. the study was conducted by 200 respondents, analysis werecoducted by mean of exploratory and confirmatory factor, for checking the data and common method variance. For checking the relationship regression analysis were done. The results were quit significant. Findings indicate that bank has performed satisfactorily in presenting a desired image of the target market. Hence future researchers in the area should be...
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