Documente Academic
Documente Profesional
Documente Cultură
ARTICLE 1
AN EXAMINATION OF SELECTED MARKETING MIX ELEMENTS AND
BRAND EQUITY
Abstract
This study explores the relationships between selected marketing mix
elements and the creation of brand equity. The authors propose a conceptual
framework in which marketing elements are related to the dimensions of
brand equity, that is, perceived quality, brand loyalty, and brand associations
combined with brand awareness. These dimensions are then related to brand
equity. The empirical tests using a structural equation model support the
research hypotheses. The results show that frequent price promotions, such
as price deals, are related to low brand equity, whereas high advertising
spending, high price, good store image, and high distribution intensity are
related to high brand equity.
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ARTICLE 2
THE IMPACT OF CUSTOMER EXPERIENCE ON BRAND EQUITY IN A BUSINESSTO-BUSINESS SERVICES SETTING
Abstract
The main purpose of the study is to investigate the impact of customer
experience on brand equity in a business-to-business (B2B) services setting.
The conceptual model illustrates the impact of customer experience on the
formation of brand equity, which is assessed through a hierarchy of effects
between brand awareness, brand associations, perceived quality and brand
loyalty. Structural equation modeling is used to test the proposed model in
the B2B setting. The findings of the study indicate that customer experience
has a positive effect on the four dimensions of brand equity. The study
provides marketing managers with a clear understanding of how customer
experience affects brand equity in the B2B context. The study portrays the
importance of creating a positive customer experience through a direct
interaction of customers with the company and its brand. The study
advances the current state of knowledge by analyzing the impact of
customer experience on all dimensions of brand equity and by including a
hierarchy of effects between different dimensions in one conceptual model.
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ARTICLE 3
BRAND EQUITY IN THE BUSINESS-TO-BUSINESS CONTEXT: EXAMINING THE
STRUCTURAL COMPOSITION
Abstract
The main aim of the study is to examine the structural composition of brand
equity and the interrelationships between the dimensions of brand equity in
the business-to-business (B2B) context. A total of 647 customers of one of
the Big Four auditing firms in Sweden served as respondents in this study.
Structural equation modeling was used to examine a one-dimensional model
and a multidimensional model of brand equity. The multidimensional model
was based on the hierarchy of effects between brand awareness, brand
associations, perceived quality and brand loyalty. The findings indicate that
the multidimensional model of brand equity considering the hierarchical
effects between the four dimensions of brand equity performs better in the
B2B context. The study contributes to branding research by providing
empirical evidence about the multidimensionality of B2B brand equity and
the existence of hierarchy of effects between the four dimensions of brand
equity.
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ARTICLE 4
BRAND EQUITY IN THE PROFESSIONAL SERVICE CONTEXT:
ANALYZING THE IMPACT OF EMPLOYEE ROLE BEHAVIOR AND
CUSTOMEREMPLOYEE RAPPORT
Abstract
The study examines whether factors related to customers' perception of
employees' behavior in terms of customer perceived role ambiguity, role
overload and customeremployee rapport influence the development of
brand equity in the professional service context. 632 customers of one of the
Big Four auditing companies participated in the study. The results of
structural equation modeling show negative effects of role ambiguity and
role overload on brand associations, perceived quality and brand loyalty,
which constitute brand equity. The findings indicate a positive effect of
customeremployee rapport on the enhancement of B2B brand equity.
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ARTICLE 5
PRODUCT ATTRIBUTES AND BRAND EQUITY IN THE MOBILE DOMAIN:
THE MEDIATING ROLE OF CUSTOMER EXPERIENCE
Abstract
There are studies showing that utilitarian (perceived ease of use and
perceived usefulness) and hedonic (entertainment and aesthetics) attributes
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of products are two fundamental resources that ensure brand equity in the
mobile domain. However, few studies examine the attributes of products and
how and why such resources influence mobile brand equity. In this study, a
survey was carried out on 262 mobile users in Taiwan to examine the
mediating effects of customer experience on the relationship between
product attributes on mobile brand equity. Our findings suggest that
utilitarian and hedonic attributes of products affect mobile brand equity
through customer experience. In other words, perceived ease of use,
perceived usefulness, entertainment, and aesthetics may not be intrinsic
value; their value on mobile brand equity is realized through customer
experience. However, whereas the effect of perceived ease of use on mobile
brand equity is partially mediated, perceived usefulness, entertainment, and
aesthetics are fully mediated by customer experience. By showing the
differential effects of product attributes on mobile brand equity, this study
provides a more refined understanding of the interplay among product
attributes, customer experience, and mobile brand equity. The results
suggest that by overlooking the mediating role of customer experience,
previous research may have provided an overly optimistic view of the value
of product attributes in mobile brand equity.
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ARTICLE 6
SALES FORCE IMPACT ON BTOB BRAND EQUITY: CONCEPTUAL
FRAMEWORK AND EMPIRICAL TEST
Abstract:
Purpose
This paper aims to develop and empirically test a conceptual
framework explaining the influence of the sales force on brand equity
relative to the product and promotion elements of the marketing mix,
in the context of businesstobusiness marketing.
Design/methodology/approach
Six research hypotheses, relating to the effects of four key drivers of
BtoB brand equity identified in a review of the relevant literature,
were empirically tested with a sample of 201 respondents in BtoB
firms in Germany, using partial least squares analysis.
Findings
The results confirm the high relevance of the sales force to the
building and maintenance of a strong BtoB brand. The most
important driver of brand equity in this environment is the
salesperson's behaviour, followed in sequence by his or her
personality,
product
quality
and
nonpersonal
marketing
communications.
Research limitations/implications
The sample size permits only a general analysis and conclusions. The
choice of PLS analysis and formative scales limits the rigorousness of
scale and model evaluation. The decision to interview one manager per
company may have introduced informant bias.
Practical implications
The study identifies controllable variables that are critical to the
effective management of a BtoB brand and offers an alternative
approach to the measurement of brand equity in BtoB marketing.
Originality/value
This is the first study to test the widely claimed influence of the sales
force on BtoB brand equity empirically, developing a simple but
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Findings
Results indicate that retail brand equity varies with customer
satisfaction. For department stores, each consumerbased retailer
equity dimension varied according to customer satisfaction with the
retailer. However, for specialty stores, only three of the consumer
based retailer equity dimensions, namely retailer awareness, retailer
associations and retailer perceived quality, varied according to
customer satisfaction level with the retailer.
Originality/value
The principal contribution of the present research is that it
demonstrates empirically a positive relationship between customer
satisfaction and an intangible asset such as retailer equity.
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ARTICLE 8
A MODEL TO INVESTIGATE THE INFLUENCE OF MARKETING-MIX
EFFORTS AND CORPORATE IMAGE ON BRAND EQUITY IN THE IT
SOFTWARE SECTOR
Abstract
A model is developed to examine the relationships among marketing-mix
efforts (channel performance, value-oriented price, promotion, and aftersales service), corporate image, three dimensions of brand equity (brand
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ARTICLE 9
CUSTOMER SATISFACTION AND BRAND EQUITY
Abstract
The study here examines the interaction between shareholder value and
customer satisfaction, as well as the impact on a firm's brand equity.
Customer satisfaction may have a positive effect on brand equity, except
when managers show excessive customer orientation, in which case the
effect is negative because of reductions in shareholder value. The empirical
analysis uses incomplete panel data pertaining to 69 firms from 11 nations
during the period 20022005 and supports the theoretical contentions. This
result warns of the perverse effect on brand equity of implementing policies
focused exclusively on satisfying customers at the expense of shareholders'
interests.
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activity deserves.
H1: Brand awareness positively affects perceived
quality, brand associations, and brand loyalty.
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ARTICLE 11
THE MODERATING EFFECT OF LOYALTY ON THE RELATIONSHIP OF
SALES PROMOTIONS AND BRAND EQUITY
Abstract
Sales promotions are used very widely in the market, despite the conflicting
research findings that they erode brand equity. This paper explains reasons
for this increased spend by investigating the role of brand loyalty in the
relationship of promotions and brand equity. Findings indicate that brand
equity is different for customer segments with differing levels of loyalty, and
that even non-CFB promotions support brand equity in certain market
segments (like those dominated by spurious loyal customers). The paper
ends by highlighting the need of loyalty-based segmentation of markets.
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ARTICLE 12
A STRUCTURAL EQUATION MODELING APPROACH TO INVESTIGATE
NEGATIVE WORD OF MOUTH IMPACT ON CUSTOMER-BASED BRAND
EQUITY: DOES ATTRIBUTION MATTER?
Abstract
There is a shortage in the research which addresses the relationship between
negative word of mouth (WOM) communication and customer-based brand
equity dilution. This research utilizes attribution theory to demonstrate the
negative word-of-mouth impact on the customer-based brand equity.
Structural equation modeling was used to investigate the proposed effect of
negative WOM on brand equity. The study sample consists of 71 postgraduate students, the object of negative WOM was laptops which
considered a highly involvement product. Experimental investigation results
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ARTICLE 13
WHAT AFFECTS BRAND EQUITY: THE PRECISE MEASUREMENT WITH
CONSUMER CHOICE MODEL
Abstract:
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ARTICLE 14
THE EFFECT OF SALES PROMOTIONS CHARACTERISTICS ON BRAND
EQUITY
Abstract
In the recent years, retail industry in Iran has faced an increasing
competition and this has encouraged the managers of chain stores to find
ways to differentiate their own companies. One of the influential factors in
this field is brand equity. Concerning this issue, the aim of this paper is to
examine the effectiveness of sale promotions on the brand equity of ETKA
chain stores. Therefore, a sample of 500 people among the customers of
these stores in Tehran was examined. The achieved information obtained
from the questionnaire was analyzed through structural equation modeling.
The results showed that monetary and non-monetary promotions could
influence on brand association, brand awareness and the perceived quality.
On the other hand, it came out that brand association and the perceived
quality are influential on brand loyalty. At last, a few suggestions were
presented based on the results of this research.
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The results showed that monetary and nonmonetary promotions could influence on brand
association, brand awareness and the perceived
quality. On the other hand, it came out that brand
association and the perceived quality are influential
on brand loyalty. t is suggested that through
encouraging policies or presenting necessary
training the level of human services quality is
increased. On the other side, at the time of
employment we can engage more qualified and
appropriate people considering this factor.
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ARTICLE 15
EXAMINING THE ROLE OF ADVERTISING AND SALES PROMOTIONS IN
BRAND EQUITY CREATION
Abstract
This study explores the relationships between two central elements of
marketing communication programs advertising and sales promotions
and their impact on brand equity creation. In particular, the research focuses
on advertising spend and individuals' attitudes toward the advertisements.
The study also investigates the effects of two kinds of sales promotions,
monetary and non-monetary promotions. Based on a survey of 302 UK
consumers, findings show that the individuals' attitudes toward the
advertisements play a key role influencing brand equity dimensions, whereas
advertising spend for the brands under investigation improves brand
awareness but is insufficient to positively influence brand associations and
perceived quality. The paper also finds distinctive effects of monetary and
non-monetary promotions on brand equity. In addition, the results show that
companies can optimize the brand equity management process by
considering the relationships existing between the different dimensions of
brand equity.
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