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A Hybrid Network Model to Extract Key Criteria and Its Application for Brand Equity Evaluation
Chin-Yi Chen,Chung-Wei Li
Mathematical Problems in Engineering , 2012, DOI: 10.1155/2012/971303
Abstract: Making a decision implies that there are alternative choices to be considered, and a major challenge of decision-making is to identify the adequate criteria for program planning or problem evaluation. The decision-makers’ criteria consists of the characteristics or requirements each alternative must possess and the alternatives are rated on how well they possess each criterion. We often use criteria developed and used by different researchers and institutions, and these criteria have similar means and can be substituted for one another. Choosing from existing criteria offers a practical method to engineers hoping to derive a set of criteria for evaluating objects or programs. We have developed a hybrid model for extracting evaluation criteria which considers substitutions between the criteria. The model is developed based on Social Network Analysis and Maximum Mean De-Entropy algorithms. In this paper, the introduced methodology will also be applied to analyze the criteria for assessing brand equity as an application example. The proposed model demonstrates that it is useful in planning feasibility criteria and has applications in other evaluation-planning purposes.
Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement  [cached]
Hamed M. Shamma,Salah S. Hassan
International Journal of Marketing Studies , 2011, DOI: 10.5539/ijms.v3n1p11
Abstract: Previous studies on brand equity measurement can be classified into the following main streams: (1) Customer-based Brand Equity (CBBE), where the value of the brand is determined by customers’ associations with a product brand and (2) Corporate Brand Equity (CBE), where the value of the brand is determined by stakeholders’ associations toward a corporate brand. This paper proposes a holistic approach to Total Brand Equity (TBE) measurement which integrates Customer-based Brand Equity and Corporate Brand Equity into Total Brand Equity measurement. This approach offers a more comprehensive perspective for brand equity valuation which addresses a company’s relationships with its customers and stakeholders at large. Further, this paper offers a series of propositions that address the relationship between total brand equity and corporate performance.
Retail Brand Equity: Measurements through Brand Policy and Store Formats  [PDF]
Magali Jara
American Journal of Industrial and Business Management (AJIBM) , 2018, DOI: 10.4236/ajibm.2018.83038
Abstract: This research extends findings on the retail brand equity in measuring the impact of its antecedents on the loyalty to the brand and to the store. This article raises questions about the sustainable created value by standard retail brands mostly oriented to functional components. The retail branding policy and store formats moderate results. This research adopts a PLS-Path modeling to test the retail brand equity model and its variations and then to provide a synthetic calculation of the retail brand equity. Results show that the standard retail brand equity leads to the loyalty to the brand and to the store. It varies according to: 1) the store brand policy (store’s own-named) appears to be a winning option maximizing the loyalty; 2) the “popular store” format—combining supermarket and department store—reinforces the sustainable relationship with customers because of the high level of service. By calculating scores, Carrefour brand maximizes the relationships within the model. This work focuses on French standard retail brands excluding other retail brands (such as generics or premium). Results also focus on one product category. The retailer’s positioning variable extends previous contributions leading to more consistent results. This research is also focused on the antecedents of retail brand equity too less studied: Benefits (received from their consumption) and the packaging of the branded product are thus integrated. Hence, perspectives for practitioners are suggested.
Research on Brand Equity of Sports—Take the Replacement of the Brand Lining as Example  [cached]
Hongquan Li,Houzhong Jin,Guoying Yuan
Journal of Sustainable Development , 2011, DOI: 10.5539/jsd.v4n1p207
Abstract: Taking the replacement of the brand lining as example and drawing lessons from domestic and international relevant research results about brand equity, based on customers’ viewpoint, through analysis of the case of the replacement of the brand Lining, the article systematically elaborates such problems as the connotation and formation mechanism of sports brand equity. The authors thought: The brand equity of Lining is important intangible properties of their enterprise. The replacement of the brand not only builds new brand image and appeal, but also inherits accumulated brand assets. The establishment and promotion of brand identity are just a starting point and stage in building a brand, so enterprises should seize key work according to general logic that brand equity forms.
The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity  [cached]
Erfan Severi,Kwek Choon Ling
Asian Social Science , 2013, DOI: 10.5539/ass.v9n3p125
Abstract: According to Marketing Science Institute (2002), one of the major objectives of marketing research is to assess the strength of brand equity. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the consumer decision making process (Norjaya Mohd. Yasin & Abdul Rahman Zahari, 2011). The aim of this study is to find out the indirect relationship amongst the brand equity dimensions on brand equity. For the purpose of this study, brand equity dimensions include brand association, brand awareness, brand loyalty, perceived quality and brand image. In this study, a sum of 300 usable questionnaires were gathered. The result indicates a mediating relationship amongst the dimensions of brand equity on brand equity.
Brand Equity and Brand Loyalty in the Internet Banking Context: FIMIX-PLS Market Segmentation  [PDF]
Sandra Maria Correia Loureiro, Francisco Javier Miranda
Journal of Service Science and Management (JSSM) , 2011, DOI: 10.4236/jssm.2011.44054
Abstract: This research presents a model that integrates trust, online risks and benefits, brand awareness/associations, perceived quality and explains how they impact on brand equity and brand loyalty in the context of internet banking. The research model estimation uses the PLS approach and applies FIMIX-PLS to segment the sample. The research findings show that the main difference characterizing the two uncovered customer segments lies in the place of residence. Thus, the impact of online benefits on trust in the service provided is stronger for the first segment than for the second. For customers of the second segment, confidence in the bank’s web site information leads to a better perception of service quality and this is very important to ensure loyalty to the brand.
Ban Olimpia,Popa Luminita,Silaghi Simona
Annals of the University of Oradea : Economic Science , 2011,
Abstract: In today's global economy, each place competes with other places for economic benefits. Destination has become a product that has to be promoted and sold in the most advantageous terms. The work bellow is an analysis of "brand equity" concept for touristic destinations, as found in the specific literature. Destination brands differ from product brands, major distinction being given by their stability/ instability. Brands of products are stable; this constant is maintained by the use of quality standards. Even in case of services, situation can be controlled, as quality standards could be perpetuated by a franchise system. Destinations are not depending on a single person, who decides, but a variety of them, economic agents, businesses, institutions and local population that can create/print form and structure changes of the destination. The concept de brand equity applied for touristic destinations, is something relatively recent. The dimensions of a brand for touristic destinations are: awareness, image, loyalty, quality and value. All these dimensions build the branding equity of a destination. There is interdependency, between quality, image, loyalty and value. In order to determine the perception in regards to the quality of tourism services in Romania, in 2010 a comprehensive study was done among the inhabitants of Oradea city. Through this study we have pursued several objectives: to assess the importance of service characteristics, performance evaluation of tourism services in Romania, tourism personnel evaluation, in terms of evaluation and performance, perception of the quality-price ratio for Romania, compared with other tourist destinations. We call on the exploratory study conducted, as the value of the dimension- destination of the brand equity is given by the price-quality ratio. Using an explorative study on the market of Oradea city, it was highlighted the connection between perception of touristic services, estimation price-quality (value) and the loyalty potential of the foreign clients in proportion with the Romanian tourists, consumers of the Romanian touristic products.
The Effect of In-Game Advertising in SNS on Brand Equity  [PDF]
Jianhua Yang, Meizhen Zhang, Zhiqin Zou
Journal of Service Science and Management (JSSM) , 2015, DOI: 10.4236/jssm.2015.81013
Abstract: In recent years the boom of SNS has bestowed in-game advertising in SNS with great attention from media and the public. This paper explores how IGA in SNS affects brand equity, and how brand familiarity moderates the relationship between IGA in SNS and brand equity. The results indicate that: 1) IGA in SNS has positive effects on brand awareness, brand association and perceived quality. However, such effect on brand loyalty is not significant. 2) Brand familiarity negatively moderates the effect of IGA in SNS on brand awareness, perceived quality and brand association while the effect on brand loyalty is not significant.
Ioan MOISESCU,Adriana GIC?
Management & Marketing , 2007,
Abstract: The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper.
Veeva Mathew,Sam Thomas,Joseph I Injodey
Economic Review : Journal of Economics and Business , 2012,
Abstract: Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development ofbrand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible.This paper attempts to understand the interrelationships among key formative indicators of brand equity, using beliefattitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and loyalty intentions. Using Sequential Chi-square Difference Test in Structural Equations Modelling, the researchers identified the mediating role of brand commitment and loyalty intentions, in the formation of brand equity.
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