The impact of brand equity on brand preference and purchase intentions in the service industries

The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.     

Elements of destination brand equity and destination familiarity regarding travel intention

In a highly competitive market, marketing staff are always looking for solutions to strengthen what can be called their destination values (unique place, services, and human resources, etc.). They do this by concentrating on vital factors which can enhance their brand equity. Nevertheless, there is a shortage of studies about how destination brand evaluations are related to visitor appraisals. Using the opinions of 531 foreign tourists visiting a destination in Vietnam and a partial least squares (PLS) approach, this study examines four elements of destination brand equity (perceived quality, loyalty, awareness, image) regarding travel intentions and the moderating effect of destination familiarity. Results revealed that brand equity is positively related to travel intentions. Additionally, destination familiarity has positive moderating effects on destination awareness and perceived quality of travel intentions. This study offers some managerial insights into the effective building of destination brand equity.     

Antecedents of green behavioral intentions: a cross‐country study of Turkey,Finland and Pakistan

Quality of life of the future generations depends on the efforts of current generations to protect environment. The purchase decisions based on their green behavioral intentions not only helps the society, but also helps companies to gain a green competitive advantage. In this study, the relationships between green satisfaction, green trust, green equity and behavioral intentions are examined. Data were collected from Turkey, Finland and Pakistan with self‐administered questionnaires regarding with green white goods. The hypotheses were tested with structural equation modeling. Results of a structural model reveal positive relationships green satisfaction, green trust and green brand equity across three countries. In addition, green brand equity plays a remarkable role in behavioral intentions towards green white goods in general. Managers should consider green trust, green satisfaction, and green brand equity while implementing green marketing strategies in a global marketplace.     

Assessing the Effect of Personal Cultural Orientation on Brand Equity and Revisit Intention: Exploring Destination Branding in Latin America

ABSTRACT

Despite a growing body of work on destination branding, there are few studies to look at culture at the individual level and examine the potential impact of personal cultural orientation on destination brand equity. Based on Social Identity Theory, this study investigates tourists' personal cultural orientation (independent vs. interdependent) and its effect on destination brand equity (destination brand image, destination brand value, and destination brand quality) and revisit intention. All data were collected in Quepos, Costa Rica, using both person-administrated and online surveys. Results of this study reveal that personal cultural orientation impacts the destination brand image, destination brand value, and destination brand quality. In addition, the destination's brand value is positively related to the revisit intention. The theoretical and practical implications, as well as the future research directions, conclude the article.     

The effects of audio-visual and visual-only cues on consumers' responses to co-branded advertising

Co-branded advertising (two brands featured in the same ad) is a relatively new and under-researched area of advertising that offers advertisers the opportunity to share advertising costs and leverage brand equity. Despite its growing popularity, few research studies have examined the potential benefits and/or limitations of this executional strategy, and particularly a strategy in which one brand (a focal brand) is paired with another, but less emphasized (peripheral) brand. This study reports the results of an empirical investigation that examines how modifying reference to the peripheral brand (visual-only versus simultaneous visual and audio references) influences consumers' perceived associations of the advertised brands, as well as their attitudes toward the advertisement and intentions to purchase either brand. Employing a convenience sample of undergraduate students on a university campus in the United States, the results of this study indicate that audio-visual cues enhance brand association and purchase intentions. However, additional analyses reveal that attitude toward a co-branded advertisement mediates the brand association effect on purchase intentions toward the focal brand, whereas brand association has a direct effect on purchase intentions toward the peripheral brand.     

The Moderating Role of Country of Origin on Brand Equity,Repeat Purchase Intentions,and Word of Mouth in Trinidad and Tobago

Brand equity has emerged as a critical aspect of marketing, but its effect on consumer behavioral intentions from a developing country perspective has not been sufficiently examined. This study proposes that country of origin and product type will moderate the relationships between brand equity, consumer repeat purchase intentions, and word of mouth. Data were collected from 157 customers and analyzed with regression analysis. Our results confirm the moderating role of COO such that favorable COO weakens the impact of brand equity on consumers' behavioral intentions. Product type was not significant. Theoretical and practical implications of these findings are presented as well as the limitations, and future research opportunities are discussed.     

电商化转型零售商的品牌权益提升机制与路径研究——基于双渠道品牌形象驱动的视角

网络零售强烈冲击下的国内传统零售业面临行业生存危机,电商化转型已经成为行业的必然发展趋势。文章通过界定电商化转型零售商及其品牌形象、品牌权益的概念,提出其“实体-网络”双渠道品牌形象结构的概念模型,并进一步构建其“双渠道品牌形象——品牌权益”驱动机制模型,以结构方程结合信度分析、效度分析等方法进行了实证分析。研究发现：电商化转型零售商的实体品牌形象各维度变量对网络品牌形象的对应维度变量都具有非常强的直接积极影响（即支撑效应）,价值维度、价格维度、供应维度的支撑效应由强至弱;实体品牌形象各维度变量对品牌权益产生明显的总积极影响（即提升效应）,价格维度、价值维度、供应维度的提升效应由强至弱,但供应维度无直接影响;网络性品牌形象各维度变量对品牌权益产生明显的直接积极影响（即提升效应）,供应维度、价格维度、价值维度的提升效应由强至弱。     

Consumer Responses to Slice-of-Life Versus Slice-of-Death Advertising Appeals: Exploring the Role of Polysemy,Branding, and Culture

Prior research has not verified the theoretical or practical value of slice-of-life and slice-of-death advertising appeals in relation to advertising and branding constructs like advertising polysemy and consumer-based brand equity. The authors make conceptual, measurement, and managerial contributions to this research issue dealing with slice of life versus death advertising appeals. Across three studies, the authors measure, evaluate, compare, and contrast slice-of-life and slice-of-death (SOL/D) advertising appeals across British and American cultures. The authors demonstrate the interrelationships of SOL/D appeals with advertising polysemy, consumer-based brand equity, cultural differences in advertising attitudes, and purchase intentions. From a measurement perspective, the authors develop and validate parsimonious measures of slice-of-life and slice-of-death (SOL/D) advertising appeals. Furthermore, they test the assumptions that underlie these appeals for United States and British customers, and investigate how the cultural characteristic of uncertainty avoidance moderates the impact of SOL/D advertising attitudes on purchase intentions. Managerially, the research demonstrates that SOL/D appeals offer value in predicting (a) consumer-based brand equity through advertising polysemy, (b) consumers’ advertising attitudes across different cultures, (c) consumers’ intentions to purchase, and (d) advertising differences and varying consumer responses in the United States and Britain.     

The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model

Abstract

In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and brand love upon overall brand equity and purchase intention. A two stage analysis was done on data collected from 548 respondents through a self administered questionnaire. In the first stage the measurement model was checked for reliability and validity, while in the second one, the strength of the relationships was ascertained in the structural model. The study enables an in-depth understanding of the antecedents of brand equity. It provides valuable theoretical insights on the determinants of brand equity formation. At the same time, it explores the effect of socio demographic variables like gender and usage. Brand love and overall brand equity mediate relationships. This study proposes a new branding model by simultaneously integrating variables that have been previously researched upon; brand love, brand experience, overall brand equity and purchase intention as one comprehensive model. This paper confirms that brand love and brand engagement are second order constructs and important brand mix elements. Brand engagement and brand love relationship is moderated by usage and gender.     

Prioritizing Brand Equity Methods From Customers’ Perspective for the Food Industry

Brand equity assessment is an important measurement of strategic value for internal use as well as for external stakeholders. Although there are a number of methods available for brand evaluation, it is still uncertain which approach is best. Yet almost no research exists that has prioritized the existing brand equity methods from the perspective of different stakeholders through a survey. In this article a model is developed for prioritizing brand equity methodologies from the viewpoint of customers as a stakeholder of brand equity. The developed model can help businesses to deploy a brand equity methodology that best considers the criteria of their customers as one of their key stakeholders. The criteria of this process are the expectations of customers from a brand. The priority of these criteria sets via a structured questionnaire filled by customers. Then the analytical hierarchy process (AHP) incorporates to prioritize the methodologies versus these criteria. This study set out to prioritize the brand equity pool to help practitioners and academics in assessing the alternative techniques and selecting the most relevant one that measures the most important criteria of brand in the eyes of customers.     

Strategies to offset performance failures: The role of brand equity

In this research, we examine the role of brand equity as a strategy to offset the negative effects of a performance failure. Two independent studies, spanning four industries and involving 669 respondents are employed to investigate this issue. Results suggest that high brand equity leads to more favorable satisfaction evaluations and behavioral intentions than low brand equity. The brand equity effect is identified as a prevailing advantage that spans the entire failure and recovery sequence. This is an important finding because it implies that the advantages of high brand equity theoretically can apply to all failures, not just those for which recovery is attempted. Further inspection, however, reveals that despite the prevailing advantage, high-equity brand failures lead to a more drastic decline in customer evaluations immediately after the failure episode. Managerial implications and future research are addressed.     

A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit

Abstract

One resource that has been identified as a valuable source of competitive advantage is the equity associated with an organisation's brands. Organisations devote considerable resources to developing strategies that allow them to build and/or maintain strong brand names. This study investigates brand alliances between retailers and manufacturers. The role of perceived fit between the partnering brands is explored. In addition, the study examines the influence that retailer–manufacturer brand alliances have on: retailer equity; manufacturer brand equity; the intention of consumers to frequent the stores of the retailer involved in the brand alliance (shopping intention); and the intention of consumers to purchase products from the manufacturer involved in the brand alliance (purchase intention).     

How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Previous research on the sports marketing of global brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' personal brand on global brand equity and consumers' brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' personal brand on consumers' perceptions of global brand equity and brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' personal brand (attractiveness, expertise, and congruence) was positively related to global brand equity and brand love. Belief in global brand citizenship has a full mediating effect between attractiveness and brand love but a partial mediating effect between expertise, congruence and brand love. Product quality partially mediates the relationship between expertise and brand love. These findings suggest that it is appropriate to use sports stars' personal brand to build global brand equity and increase consumers’ brand love.     

品牌认知对消费者购买行为的影响

通过提出一个概念模型,探讨品牌知识和品牌关系如何影响消费者当前购买行为和未来购买行为。研究结果表明品牌认知(包括品牌知名度和品牌形象)直接影响消费者的当前购买行为,但是不直接影响未来的购买行为;品牌认知通过品牌关系(包括品牌满意度、品牌信任和情感)影响消费者的未来购买行为,并从产品质量、服务理念、品牌形象和消费感受四个方面提出对策建议。     

Modeling the Effects of an International Crisis on Brand Equity

ABSTRACT

This research provides an analysis of the impact of an international crisis on brand equity. More specifically, the author tests a comprehensive model that examines the joint impact of animosity as well as the social pressure to avoid brands that originate from a controversial country. He explores the impact of what came to be known as the Mohammed controversy, which involved the Danish press publishing a series of cartoons depicting the prophet Mohammed on a Danish brand. Data were collected using a survey from 307 consumers in Kuwait. The findings show that animosity is not related to overall brand equity but is related to brand quality; moreover, subjective norms are negatively associated with overall brand equity. These results highlight the importance of subjective norms in influencing overall brand equity in times of international crises between nations.     

传承与隔断:基于代际影响的老字号品牌关系质量——来自上海的探索性研究

Using an indigenous model of Chinese brand relationship quality (CBRQ), the author analyzes the transfer phenomenon of the time-honored brand equity between parents and children from the perspective of combining intergenerational influence and brand equity. Results show that the time-honored brand equity from parents basically has no way to pass on to their children besides trust. Moreover, the positive relationships between parents and the time-honored brands are even destroyed to some extent. Implications related to the revitalization of the time-honored brands are also discussed. Translated and revised from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2007, 3(2): 1–19     

Building a local identity through sellout crowds: the impact of brand popularity,brand similarity,and brand diversity of music festivals

Festival organizations must often balance commercial and artistic priorities when providing a platform for creative expression and regional identity building. However, research on the complex relationship between festival brand metrics and visitor attendance is limited. This relationship is particularly relevant to local governments, tourism boards, and festival organizers because, without reach and visitors, regional branding and identity building are likely to fall on deaf ears. Using data collected from 136 Dutch music festivals, as well as hierarchical regression analysis, this study confirms that a balancing act is necessary with respect to brand popularity, brand similarity, and brand diversity and that being too unique as a festival brand can become a double-edged sword. This finding is particularly relevant because many festival organizers often highlight innovativeness and uniqueness in their requests for funding, regional marketing support, and community engagement. The implications for festival organizers, destination marketers, and local governments are discussed.     

Effects of co‐creation claim on consumer brand perceptions and behavioural intentions

Increasingly often, companies ‘co‐create’ with consumers in open innovation practices to develop new products more effectively. Little is known about how co‐creation affects consumer brand perceptions in the mass market. We hypothesize that co‐creative brands – as opposed to non–co‐creative brands – are perceived as more authentic and sincere, and are associated with relatively positive behavioural intentions. A between‐subjects experiment was conducted to test these hypotheses in an online panel of consumers who did not take part in co‐creation. The experiment had a 3 (control vs. co‐creation vs. co‐creation supported with some visual proof) × 2 (well‐known existing brand vs. fictitious brand) design. Quantitative data analyses (n = 530) confirmed that for both brands, co‐creation affects brand personality perceptions directly and behavioural intentions indirectly. This study shows that co‐creating with consumers can be a strategic method to positively influence product perceptions and behavioural intentions.     

Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value

Abstract

This study investigates how different aspects of service quality could have effects on overall perception of service quality, perceived value, and service brand equity. Based on a survey of active users of mobile telecommunications services in Taiwan, we obtained the following findings. First, we found that empathy, network quality, reliability, and assurance, but not tangibles and responsiveness, have a significant effect on service quality and value perception. Second, the effect of overall service quality on brand equity is partially mediated by perceived value. Third, overall service quality has differential mediation effects on the relationships between specific service quality dimensions and perceived value. Finally, empathy and network quality have direct effects on brand equity. For managers, our study suggests the importance of identifying key service drivers for building strong service brand for high-tech service firms. The identification of key service drivers could then enable these firms to make strategic decisions on services investments. It also demonstrates the importance of the humanisation of technology for services firms. This study is original in that it explores the path from specific services qualities to service brand equity.     

品牌资产与品牌价值的动力源泉——基于消费者视角的分析

本文认为,企业通过品牌资产与品牌价值的积累使品牌得以持续发展,但企业品牌资产与品脾价值真正的动力源泉却来自于消费者,即消费者对品牌的认可程度和选择行为,它集中表现为消费者的品牌意识、品牌印象与品牌联想。消费者对品牌是否认可,是否愿意通过自身的购买行为实现对品牌的选择,均与消费者的品牌意识、品牌印象和品牌联想密切相关。