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Publication date: 25 October 2018

María Eugenia Ruiz-Molina and Laure Lavorata

Brand equity has been highlighted as a crucial element in differentiating products and achieving competitive advantage. Recent studies reflect the gradual rise in interest in the…

Abstract

Brand equity has been highlighted as a crucial element in differentiating products and achieving competitive advantage. Recent studies reflect the gradual rise in interest in the importance of building brand equity linked to the store. However, empirical evidence about the antecedents of store brand equity is still scarce, particularly on the retailer’s corporate social responsibility behavior. This chapter aims to analyze the influence of the retailer’s commitment to sustainable development (RCSD) and the credibility of the retailer’s communications on the overall store brand equity. Focusing on two samples of hypermarket customers in France and Spain, the findings provide evidence on the importance of the RCSD regarding employees, society, and environment, as well as the effectiveness of credible communications to generate store brand equity. Results are consistent for France and Spain.

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Article
Publication date: 5 June 2007

R. Bravo Gil, E. Fraj Andrés and E. Martínez Salinas

The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the…

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Abstract

Purpose

The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising spending) is analysed as a source of consumer‐based brand equity and its dimensions.

Design/methodology/approach

An empirical study was conducted in young adults (18‐35) via structural equations model. Brand equity is analysed in six different brands of milk, toothpaste and olive oil.

Findings

Results prove that positive brand information provided by the family has effects on the formation of brand awareness‐associations and perceived quality, and this may lead in turn, to brand loyalty and overall brand equity. The effects of the information provided by the family are higher than those of the marketing variables studied. Results also show that brand loyalty is much closer to the concept of overall brand equity than brand awareness‐associations and perceived quality.

Research limitations/implications

The sample size does not allow to analyse differences in the effects between types of products and consumers.

Practical implications

Due to the importance of the family on the formation of the consumer‐based brand equity, firms should analyse how to take advantage of this factor to approach new generations of consumers. Actions to foster family associations and brand recall may ease the transfer of brand equity from one generation to another.

Originality/value

Family has been usually considered as an external influence factor of consumer behaviour, however, its importance as information provider had not been analysed in the process of brand equity formation.

Details

Journal of Product & Brand Management, vol. 16 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 May 2016

Samuel Kristal, Carsten Baumgarth, Carolin Behnke and Jörg Henseler

This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation…

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Abstract

Purpose

This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation approach on the OBBE is tested. It is also discussed whether co-creation can be a strategic method for companies to positively affect the OBBE in the mass market.

Design/methodology/approach

A between-subject experiment with a 2 (intensity of integration: democratically voted vs commonly created) × 2 (expert knowledge: no expert knowledge vs expert knowledge) design plus one control group (zero co-creation) is conducted for two brands to test the postulated hypotheses.

Findings

Co-creation can have a weak positive effect on the OBBE. Integration intensity and expertise of integrated consumer also affect the OBBE only marginally.

Research limitations/implications

Further research might investigate whether the initial brand equity has a moderating effect. Also brand image and underlying product category could influence the relation between co-creation and the OBBE and would be valuable for future studies.

Practical implications

Brand managers should aim to convert observers into participants, instead of setting the focus on the presentation of the user-designed product to the mass market.

Originality/value

This study is one of the few analyzing the effects of co-creation on observers in terms of brand equity. In addition to existing research, the concept of expertise in combination with co-creation and its influence on the OBBE is explored.

Details

Journal of Product & Brand Management, vol. 25 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 31 May 2019

Ghizlane Arifine, Reto Felix and Olivier Furrer

Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different…

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Abstract

Purpose

Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This paper aims to have a deeper understanding of MBL by investigating its different types and facets.

Design/methodology/approach

This study uses a sequential, qualitatively driven mixed-method design consisting of in-depth interviews and supplementary survey research.

Findings

The findings of this study suggest that mood congruence, identity enhancement, unavailability risk reduction and market competition are the most important facets that explains the two types of MBL (complementary-based and product substitutes). Furthermore, the findings show that the family factor can motivate consumers to be multi-brand loyal by adding brands to an initially family-endorsed brand.

Research limitations/implications

This study advances the conceptual foundations of MBL and extends previous research on brand loyalty. Some of the findings may be limited to the economic and cultural context of relatively affluent countries with an abundance of market offers.

Practical implications

Marketing managers gain insights into how to manage brand loyalty and how to transition from MBL to single-brand loyalty.

Originality/value

The study generates novel insights into the facets of different types of MBL.

Details

European Journal of Marketing, vol. 53 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Open Access. Open Access
Article
Publication date: 11 July 2022

Barbara Francioni, Ilaria Curina, Sabrina M. Hegner, Marco Cioppi and Tonino Pencarelli

The paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand…

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Abstract

Purpose

The paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector.

Design/methodology/approach

A quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers.

Findings

Results corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE.

Research limitations/implications

Although the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable.

Practical implications

The study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes.

Originality/value

The paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.

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Article
Publication date: 24 October 2008

Rosa E. Rios and Hernan E. Riquelme

The purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies.

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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 on loyalty. Loyalty is by far the most important source of brand equity because of its direct influence and mediating role in creating brand equity.

Originality/value

While many studies have identified and ratified the importance of brand equity dimensions among traditional firms, few have tested the model with online companies.

Details

Marketing Intelligence & Planning, vol. 26 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Open Access. Open Access
Article
Publication date: 14 May 2018

Samuel Kristal, Carsten Baumgarth and Jörg Henseler

This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different…

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Abstract

Purpose

This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.

Design/methodology/approach

A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments.

Findings

Non-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions.

Research limitations/implications

Future research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.

Practical implications

Brand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play.

Originality/value

This study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.

Details

Journal of Product & Brand Management, vol. 27 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 20 August 2010

Rosa E. Rios and Hernan E. Riquelme

The purposes of this paper are to test sources of brand equity for online companies and to examine the role of selective internet marketing activities on the brand equity sources.

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Abstract

Purpose

The purposes of this paper are to test sources of brand equity for online companies and to examine the role of selective internet marketing activities on the brand equity sources.

Design/methodology/approach

These objectives were pursued by testing the nomological validity of the model using structural equation modelling.

Findings

The paper finds evidence for the proposed sources of brand equity for online companies based on brand awareness and recognition, brand association (trust) and loyalty. The investigated antecedents namely functionality, fulfilment and customer service on line, significantly influence the sources of brand equity.

Research limitations/implications

The study is cross‐sectional, the dimensions to measure sources and antecedents of brand equity may not be comprehensive enough. The stimuli represent only a few online retailers.

Practical implications

Businesses are well advised to invest resources in creating brand recognition, customer loyalty and trust. Both of these can be achieved by developing internet marketing efforts around functionality, fulfilment of the promise and customer service support.

Originality/value

The nomological validity of the measurement and structural models for companies that operate on the internet, constitute a modest contribution. It is believed that a model, which integrates both, creates a more systemic view of brand equity. Apart from this one, there is no other study measuring the impact of internet marketing activities on brand equity sources.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 4 January 2019

Smitha Vasudevan and F.J. Peter Kumar

Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands…

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Abstract

Purpose

Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites.

Design/methodology/approach

The study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison.

Findings

Brand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts.

Research limitations/implications

Burgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent.

Practical implications

While mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals.

Originality/value

This paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.

Details

Property Management, vol. 37 no. 3
Type: Research Article
ISSN: 0263-7472

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Article
Publication date: 12 December 2019

Joshua Wesana, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck and Hans De Steur

While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports…

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Abstract

Purpose

While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands.

Design/methodology/approach

A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied.

Findings

Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands.

Research limitations/implications

Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures.

Practical implications

Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector.

Originality/value

This study is one of the first to examine the customer market of sports nutrition products and brands.

Details

British Food Journal, vol. 122 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

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