Role of Advertising and Promotion in Brand Equity Creation

This article surveys the effects of the individual's attitude toward advertising and nonmonetary promotions besides other subjects, namely advertising cost and monetary promotions on brand equity. It has been surveyed on 392 consumers in Iran. Its results prove the effective role of the individual's attitude toward advertising in promoting the brand equity. The deficiency of advertising in affecting the perceived quality and brand association, and the inefficacy of nonmonetary promotions on brand equity are the fascinating ramifications. In addition, the findings show that businesses can improve the process of the brand equity management by contemplating the relations between the dimensions of the brand equity.     

Advertising Repetition as a Signal of Quality: If It's Advertised So Much,Something Must Be Wrong

Abstract

The author proposes that consumers infer brand quality from the level of advertising repetition for unfamiliar brands. Consumers are posited to associate high product quality with high levels of repetition because they see repetition as costly and think higher costs reflect the manufacturer's commitment to the product. However, at very high levels of repetition, consumers may perceive the expenditures as excessive and begin to doubt the manufacturer's confidence in product quality, which would lead to an inverted-U relationship between advertising repetition and product quality perceptions. The author demonstrates that the relationship between repetition and perceived brand quality is mediated by perceptions of the manufacturer's effort and confidence in quality rather than by irritation or boredom. The hypotheses were tested in an experiment in which the level of repetition and the color of the ad were varied.     

Consumer Purchase Intentions and Perceptions of Product Quality and National Advertising

The relationship between consumer perceptions of brand quality and the level of national advertising is examined using 93 subjects for three brands of peanut butters. The association between these perceptions and purchase intentions is also reported. Results suggest that a strong link between quality and national advertising exists in the minds of consumers. Subjects associated peanut butter brand quality with the perceived level of national advertising. Additionally, purchase intentions were positively correlated with perceptions of brand quality.     

A Proposed Model for Consumer-Based Brand Equity Analysis on Social Media Using Data Mining and Social Network Analysis

Online social networks have expanded their “virtual borders,” making the Internet more like an environment of social interaction than a business tool. However, even before the emergence and expansion of social media, marketing professionals were interested in identifying consumers' perceptions about brands. Thus, operational models have been proposed to facilitate such a task. Those models, however, can be expensive and inconvenient, since the models use questionnaires for data collection. To help overcome this problem, this article proposes a model for brand equity analysis from the consumer perspective expressed in social networks using opinion mining techniques and social network analysis. The application of the proposed model on data collected from Twitter made it possible to analyze five brand equity dimensions: brand awareness, brand loyalty, perceived sentiment, perceived quality, and brand associations. The results reached by the application of the model show that brand equity can be analyzed from data retrieved from virtual social networks, disclosing how consumers perceive brands in such an environment, without using questionnaires, enabling different brands in different contexts. Those data can be analyzed under both objective and replicable criteria for each of the brand equity elements that make up the model.     

The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior

Consumers are using social media platform to gain and share knowledge on brands. In the virtual environment, consumers are exposed to various online reviews on brands that leave an impression of brands on the minds of the consumers. The present study combines Yale attitude change model and attribution theory to examine the effects of credible online reviews on brand equity dimensions. The present study views, through the lens of Yale attitude change model, the various factors that affect credibility evaluation of online reviews. Further, attribution theory is used as the theoretical backbone to analyze the effects of credible online reviews on brand equity dimensions and finally on purchase intention. This study uses structural equations modeling (SEM) to investigate the impact of online credible reviews on customer based brand equity (CBBE) dimensions and its consequence on consumer behavior (purchase intention). Results indicate that source and review quality are the most important factors that affect consumer's credibility evaluation of a review. Online credible reviews have more significant impact on brand awareness, perceived value and organizational associations and thus leads to consumer's purchase intention in the context of consumer electronic products in India.     

Investigating the purchase intention toward healthy drinks among Urban consumers in Malaysia

This study aims to investigate whether attitude (ATT), subjective norm (SN), perceived behavioral control (PBC), brand, awareness (AWS), and trust and would influence the purchase intentions toward healthy drinks among urban consumers in Malaysia. Furthermore, the authors examine the influence of AWS and trust on consumers’ ATT toward healthy drinks. This study adopted the extended model of Theory of Planned Behavior (TPB) of Ajzen, which included brand, AWS, and trust with ATTs, SN, and PBC to investigate consumers’ purchase intention toward healthy drinks. A total of 323 usable surveys were received from consumers in Penang and Kuala Lumpur. Data obtained from the survey were then analyzed using SPSS and Smart PLS. The results indicated that ATT, SN and PBC in the standard TPB model were supported. Trust as the additional determinant also proved to influence consumers’ purchase intention toward healthy drinks. Trust and AWS also have a positive and significant relationship with consumers’ ATT toward healthy drinks. Surprisingly, brand and AWS were found insignificant in influencing consumers’ purchase intention toward healthy drinks.     

顾客价值导向的品牌权益模型及实证分析

以结构方程模型路径分析方法为基础,对顾客价值与品牌权益之间的关系进行实证研究。通过前期对手机消费者的深度访谈,结合定性分析,归纳出5个顾客价值结构,提出顾客价值与品牌权益关系概念模型。在调查研究的基础上,分析顾客价值结构对品牌权益价值的影响。结果表明:一方面,顾客价值结构对品牌权益价值有显著的直接效应;另一方面,顾客价值结构经由态度和行为两个品牌忠诚层面对品牌权益价值有显著的间接效应。     

顾客参与风格对企业品牌资产的影响机制——基于关系联结的视角

随着移动互联技术与虚拟经济的高速发展,虚拟品牌社区成为消费者参与企业活动,与企业沟通的重要窗口,并在品牌营销中发挥着日益重要的作用,成为企业与消费者建立持久、和谐关系联结的重要工具以及企业品牌资产提升的重要载体和手段。依据风格特征视角,虚拟品牌社区中的顾客参与可以划分为任务型参与、社交型参与和贡献型参与,三种风格的顾客参与是企业品牌资产形成和提升的重要前置因素,并通过关系联结的中介机制影响企业品牌资产。顾客任务型参与、社交型参与和贡献型参与能够正向影响企业的品牌知名度、顾客感知质量和顾客忠诚度;关系联结在顾客参与风格和企业品牌资产的关系中起中介作用,在顾客任务型参与和品牌资产的关系中起完全中介作用,在顾客社交型参与/贡献型参与和品牌资产的关系中起部分中介作用;社区意识在不同顾客参与风格和关系联结关系中发挥的调节作用不同,正向调节顾客任务型/社交型参与对财务联结的正向影响,正向调节顾客社交型/贡献型参与对社会联结的正向影响;竞争强度负向调节关系联结对品牌资产的影响作用,即当行业竞争强度提高时,关系联结对品牌资产的正向影响受到削弱。因此,企业应通过虚拟品牌社区平台,积极引导、掌控和规范不同风格顾客参与,拓展企业价值提升的组织外途径。     

Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's

ABSTRACT

This study investigates differences between U.S. global and local brands in the Indian market. Attitudes toward American products and the brand equity of U.S. global and local casual apparel brand in the Indian market are examined. It is postulated that global and local brand influence brand equity, which is composed of brand image, brand awareness, emotional value, perceived quality, brand loyalty, and purchase intention. A total of 411 college students in India participated in the survey. Using repeated measures ANOVA, this study finds that Indian consumers perceive global and local brands differently based on brand equity.     

Consumer-perceived signals of ‘creative’ versus ‘efficient’ advertising

The paper investigates the effects that consumer-perceived sender expense and effort might have on brand perceptions. More specifically, it extends the marketing signal literature to advertising by including both sender expense and effort, and by including both positive and negative effects. A quantitative analysis of 4,000 consumers’ perceptions of creativity award winning, effectiveness award winning and non-award winning advertisements finds that advertisements with higher-than-average perceived expense and effort have positive impacts on brand attitudes, brand interest and word-of-mouth (WOM), while advertisements with lower-than-average perceived expense have corresponding negative impacts.     

An Empirical Investigation of Brand Equity: A Cross-Country Validation Analysis

ABSTRACT

The purpose of this article is to propose and test a model in order to better understand brand equity. The goal of this research is to identify the drivers and determine how they influence brand equity performance in the researched industry in order to develop a more effective brand strategy. Quantitative data collected are used to test a model of brand value in the context of the food industry. The findings of this research provided evidence that the customer-based brand equity model can be applied to the food industry context and be used to guide marketing activities internationally. Brand awareness has a positive influence on brand associations and perceived quality. Brand associations have a positive influence on brand loyalty. Finally, brand loyalty, perceived quality, and brand associations all have a positive effect on brand equity. This study contributes to the scarce international brand equity literature by testing the proposed model using data from a sample of consumers in two European countries.     

购物网站品牌资产及其形成机制实证研究

本文认为,购物网站品牌资产是消费者头脑中购物网站品牌知识导致的消费者对网站营销产生的差异化反应。文章从国情出发构建基于消费者视角的购物网站品牌资产模型并进行实证研究。研究认为,网站认知、网站品牌形象(感知质量、网站体验)、网站信任和网站忠诚是购物网站品牌资产的构成要素,它们之间不是并列的关系,而是有次序的因果关系。网站认知是网站品牌资产的基础,感知质量和网站体验可构成网站品牌形象而导致消费者对网站的信任,进而影响网站忠诚。建立消费者忠诚是购物网站的关键,网络企业可以通过提高网站知名度、产品和服务质量以及在网站设计方面增加网络购物的愉快体验来建立消费者对网站的信任,提高网站忠诚度。     

A longitudinal examination of the impact of quality perception gap on brand performance in the US Automotive Industry

A quality perception gap, defined as the difference between perceived and objective quality, indicates either consumers’ overappreciation or underappreciation of product or brand quality and can have critical effects on performance. The purpose of this research is to examine the impact of a quality perception gap on brand performance and its moderating role in the relationship between marketing-mix signals and performance. Analyses based on a longitudinal dataset from the US automotive industry reveal that the relationship between the quality perception gap and brand performance has an inverted U-shape. Findings also demonstrate that, except for advertising, the impact of marketing signals on performance is higher when the quality of a brand is perceived as higher than its actual quality. Finally, over an 18-year period, the average gap between perceived and objective quality demonstrates a decreasing trend, indicating that the nature of demand in the automotive industry has become more utilitarian.     

The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation

ABSTRACT

Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second-order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first-order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.     

The role of destination personality fit in destination branding: Antecedents and outcomes

Drawing from fit research in strategic management, this study develops and investigates a model predicting destination attitude and (re)visit intention. The study introduces the concept of destination personality fit on the basis of how well consumer perceptions of a tourist destination's brand personality fits that of what the destination brand manager wishes to convey. A model incorporating destination advertising awareness as an antecedent of destination personality and consumer‐manager destination personality fit is tested on international consumers with the destination personality of Switzerland as the study setting. Structural equation modeling results reveal that destination advertising awareness does indeed relate positively to both stronger perceived destination personality and destination personality fit in consumers’ minds. Interestingly, the subsequent destination personality–destination attitude relationship is moderated by consumer–manager destination personality fit in such a way that the link grows stronger in cases where fit is high. The results have important implications for destination brand managers in that they reinforce the importance of strong and distinct destination personalities. The findings also show the importance of actively communicating the destination brand to consumers since the positive outcomes of a strong destination personality increase in magnitude when successfully communicated, and the vision of the destination brand manager has been adopted by the consumer.     

老字号品牌广告采用流行文化对品牌真实性的影响——一个有中介的调节模型

真实性是中华老字号品牌特有的优势。在当前激烈的市场竞争环境下，老字号品牌更新变得尤为重要。在老字号品牌更新过程当中，更新策略是否会对老字号品牌固有的优势与属性造成负面影响？这一问题在理论与实际上均具有深入探讨的迫切性。本章依托组织合法性理论，探讨了老字号品牌采用流行文化的广告中，消费者感知文化差异对品牌真实性的影响机制。实证研究以三个老字号品牌广告为样本，共搜集到631份有效数据。数据分析结果显示，在老字号结合流行文化元素的品牌广告中，消费者感知传统文化与流行文化的差异性对广告合法性与品牌真实性均有显著负向影响；广告合法性在消费者感知广告中文化差异与品牌真实性之间发挥部分中介作用；而消费者流行文化卷入度显著降低了广告中感知文化差异对广告合法性的影响，以及流行文化卷入度在广告中感知文化差异与品牌真实性之间的调节效应完全通过广告合法性起作用。该研究结果丰富了品牌真实性与品牌合法性领域相关文献，具有一定的理论与实践意义。     

The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong

This paper examines how advertising effort, specifically advertising creativity and advertising believability, may influence consumers’ perceptions of a retailer’s business philosophy, and in turn consumers’ behavior toward retailers in Hong Kong. Altogether five hundred and eighty-three respondents (i.e. 320 college students and 263 shoppers) were surveyed. The results suggested that retailers that are regarded as having more creative advertising are perceived as being more learning-oriented, which leads to higher brand recognition. Meanwhile, retailers that are regarded as having more believable advertisements are perceived as having higher levels of integrity, and as a result are better recognized and more likely to be patronized. This research contributes to literature in retailing and marketing communication by establishing the antecedents and consequences of building a learning-oriented and trustworthy business philosophy in a cultural specific context. It also provides practical guidance for retailers who aim to increase brand recognition and purchase intentions through promotional effort.     

本土网站品牌资产及其形成机制——基于网站内容视角的实证研究

This study develops a research model that can be used to evaluate website brand equity from the perspective of web contents. To evaluate the model and to examine the effects of web contents on brand equity, a SEM analysis is conducted on twenty Chinese websites which could be classified into four different types. The results show that the website brand equity model, which is composed of five dimensions, namely brand loyalty, perceived quality, brand relationship, brand experience and brand attraction, is useful for measuring website brand value, and also applicable to different web types. Web contents factors, such as recourses, design, service and interactivity, are found to be the antecedents of website brand equity, and they all affect dimensions of website brand equity. However, the effects vary according to web types. The results also demonstrate that portal websites’ brand equity value is the highest while shopping websites’ brand equity value is the lowest among the four web types. Suggestions and implications are provided for website brand management.     

Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Abstract

Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent.