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1 – 10 of over 16000Meena Rambocas and Surendra Arjoon
The purpose of this paper is to develop an integrated model to represent how service experience (core, employee and service scale), customer satisfaction (transaction-specific and…
Abstract
Purpose
The purpose of this paper is to develop an integrated model to represent how service experience (core, employee and service scale), customer satisfaction (transaction-specific and cumulative) and brand affinity influence brand equity in financial services, taking into account the moderating influence of financial service providers.
Design/methodology/approach
Data were collected from 751 customers in three types of financial service providers (banks, insurance companies and credit unions), and analyzed with structural equation modeling and multi-group analysis.
Findings
The findings confirm the significant and positive influence of service experience, customer satisfaction and brand affinity on brand equity. Employee service experience has the strongest influence, but its impact is mediated by customer satisfaction. Brand affinity has the lowest influence on brand equity. The type of financial service provider moderates the influence of customer satisfaction on brand equity; transactional satisfaction is more important for credit unions and insurance companies, but cumulative satisfaction is higher for banks.
Practical implications
The study is significant for three reasons. First, it reconciles branding strategies across different types of financial service providers. Second, it will help financial managers to develop and implement a more integrated approach toward building brand equity for financial service brands. Finally, it will identify specific service-related areas financial providers can target to increase customers’ preferential value.
Originality/value
The paper addresses previous concerns within brand equity studies by examining the drivers of brand equity formation in multiple financial institutions. It shows how different aspects of service experience and customer satisfaction affect brand affinity and preferential attitudes toward financial brands.
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The purpose of this paper is to analyze the relationship between customer engagement in social media (CESM), brand equity and corporate performance and investigated whether these…
Abstract
Purpose
The purpose of this paper is to analyze the relationship between customer engagement in social media (CESM), brand equity and corporate performance and investigated whether these relationships differed according to cultural factors in the United States and South Korea.
Design/methodology/approach
We collected customer engagement on social media data on Facebook and brand equity data from Interbrand for listed companies in the United States and Korea. A total of 405 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM).
Findings
Results revealed that CESM did not affect financial performance through a direct path but was found to have a positive indirect path via the mediation of brand equity. In addition, this relationship was found to differ between the United States and South Korea.
Originality/value
This study contributed to the literature on social media and international management by verifying the relationship between CESM, brand equity and financial performance, and by presenting exploratory research results to ascertain if these relationships differ according to the cultural dimension of the country.
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The purpose of this paper is to examine the relationship between brand equity and financial performance and the moderation role of brand likeability retail banking sector.
Abstract
Purpose
The purpose of this paper is to examine the relationship between brand equity and financial performance and the moderation role of brand likeability retail banking sector.
Design/methodology/approach
The study is quantitative and employed the survey methodology to sample the views of 550 retail bank customers. Data were analyzed though the structuring equation modeling using AMOS.
Findings
The study found out that service quality, brand association, brand loyalty, and brand relevance positively and significantly predicted financial performance of the retail banks. In addition, brand likeability also moderates the relationship between brand equity and financial performance.
Originality/value
The study contributes to the ongoing research in examining the linkage between brand equity and financial performance. The study has also shown the value of brand likeability as a moderator of the brand equity-financial performance linkage. The strategic implication of the results are discussed in the paper.
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Hong‐bumm Kim, Woo Gon Kim and Jeong A. An
Examines the underlying dimensions of brand equity and how they affect financial performance of hotel firms. The results of this empirical study, using data collected from 12…
Abstract
Examines the underlying dimensions of brand equity and how they affect financial performance of hotel firms. The results of this empirical study, using data collected from 12 luxury hotels, indicate that brand loyalty, perceived quality, and brand image are important components of consumer‐based brand equity. The result implies that hotel firms should seriously consider brand loyalty, perceived quality, and brand image when attempting to establish definite brand equity from the customers’ viewpoint. A review of detailed measures constituting these three variables, brand loyalty, brand awareness, and brand image, shows that most measures affect financial performances of hotels. Nonparametric correlation analysis provides fairly convincing evidence of the effect that consumer‐based brand equity has on a firm’s financial performance in the hotel industry
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Sri Rahayu Hijrah Hati, Muhammad Budi Prasetyo and Nur Dhani Hendranastiti
The study aims to examine the difference of financial-based brand equity of Sharia-compliant and non-Sharia-compliant companies listed in the stock market.
Abstract
Purpose
The study aims to examine the difference of financial-based brand equity of Sharia-compliant and non-Sharia-compliant companies listed in the stock market.
Design/methodology/approach
The five-year data were collected from 561 companies listed in the Indonesian stock market (349 Sharia-compliant firms and 212 non-Sharia-compliant firms).
Findings
Based on five years of observations, the study shows that Sharia-compliant companies have much higher brand equity than companies that are not Sharia-compliant. However, the study did not find consistent results when the study examined the differences between brand equity in newly listed Sharia-compliant firms in the short run (two-quarters of the observations). In other words, Sharia-compliant status positively impacted a company’s brand equity only in the long run.
Research limitations/implications
The study examines only the brand equity of Sharia- and non-Sharia-compliant companies in the Indonesian stock market.
Practical implications
The study suggests that companies should list their equity in the Islamic stock market as the empirical evidence shows that the companies listed in the Sharia index have much higher brand equity than companies listed in the non-Sharia index, although this impact can only be seen in the long run.
Originality/value
The study integrates finance and marketing perspectives, which are often disconnected in daily business. In addition, the study provides a piece of empirical evidence on the effect of financial decision to be listed in the Islamic stock market on the establishment of brand equity, which represents the long-term intangible assets of the firm in the eyes of the customers.
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Ilias Kapareliotis and Anastassios Panopoulos
The purpose of this paper is to determine the variables of brand equity measurement for Greek companies quoted in the Greek exchange stock market.
Abstract
Purpose
The purpose of this paper is to determine the variables of brand equity measurement for Greek companies quoted in the Greek exchange stock market.
Design/methodology/approach
The measurement of brand equity has been a hot issue both for marketing and financial practitioners. Different attempts to measure brand equity have been made by both sides. The present study, by the use of Tobin's Q methodology, tries to measure brand equity for Greek firms in the stock market. The present study tries to adopt both a methodology related to marketing and financial literature.
Findings
Tobin's q can be a measure of brand equity for firms in the stock market. The variables which need to be examined are related to research and development but also to financial and marketing activities.
Originality/value
Simone and Sallivan tried to measure brand equity throughout Tobin's q. The present paper is an international attempt to measure brand equity thorough Tobin's q in Greece. Another attempt related to Simon and Sallivan's research had never been done, either in marketing or financial literature.
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Steven Isberg and Dennis Pitta
The purpose of this article is to describe a method of assessing brand equity quantitatively.
Abstract
Purpose
The purpose of this article is to describe a method of assessing brand equity quantitatively.
Design/methodology/approach
The article describes an example of analysis using publicly available financial data to assess brand equity.
Findings
Brand equity measurement has been an elusive goal for product managers. While qualitative definitions are available, few studies have attempted to quantify a product or company's brand equity. Using financial analysis techniques focusing on return on equity and return on assets, the case examines the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand development, the traditional task of the brand manager, results in higher brand equity.
Research limitations/implications
As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability.
Practical implications
The work illustrates a technique that a product/service manager may use to assess the brand equity effects of a marketing strategy.
Originality/value
The work describes a technique not widely publicized in the brand literature.
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Nebojsa S. Davcik, Rui Vinhas da Silva and Joe F. Hair
This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity…
Abstract
Purpose
This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants.
Design/methodology/approach
The authors develop the relating conceptual study through the differentiation and integration as specific conceptual goals. The authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme.
Findings
The authors identify gaps in the brand equity literature. The analysis and development of the conceptual study in this paper shall serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools.
Originality/value
The authors synthesized contemporary approaches in the field, identified research gaps and proposed open questions that should be tackled, as well as provided avenues for future research. The authors argue that creation of a unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.
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V. Kumar, Ankit Anand and Nandini Nim
Traditionally, firms have been dependent on internal sources such as their own employees – and up to a certain extent, on some external sources, their customers – for innovation…
Abstract
Purpose
Traditionally, firms have been dependent on internal sources such as their own employees – and up to a certain extent, on some external sources, their customers – for innovation. However, in the current scenario of technological dynamism, firms are exploring multiple sources to generate ideas for innovation. Therefore, there is a need to understand the relative effect of various sources of innovations on a firm’s performance.
Methodology/approach
We offer a conceptual framework where we identify six distinct sources of innovations – firm, customers, external network, competition, macro-environment, and technology and how they create value for focal firms especially their brand equity. We introduce a taxonomy of various costs and benefits related to innovations. We then argue using our proposed taxonomy to understand the relative strengths of various sources of innovation affecting a firm’s brand equity.
Findings
We discuss and compare the relative effects of these sources of innovations on a firm’s brand equity by rank-ordering the sources. The customers and the technology as a source of innovation have the maximum impact on the firm’s brand equity followed by the marginal impact of macro-environment and external network of a firm. The firm itself has a moderate impact on its brand equity, while competition has the minimal impact. Further, we also discuss how the relationship is moderated by different innovation characteristics (nature and type of innovations).
Practical implications
The main practical implication is to create awareness among managers about various costs and benefits of the proposed six sources of innovations and their effects on brand equity. Managers would be able to prioritize their sources of innovation based on firms’ current needs, and whether to focus on lower costs or building higher brand equity in the scarce resource environment.
Originality/value
We offer a comprehensive list of six sources of innovation, build a conceptual framework wherein we discuss the relative strengths of these sources affecting brand equity.
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The author aims to present a model of the brand value drivers, measured by brand equity. The goal of this research is to identify the drivers, and determine how they influence…
Abstract
Purpose
The author aims to present a model of the brand value drivers, measured by 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.
Design/methodology/approach
The author studied an aggregate dataset for 739 food brands. Six predictors were controlled for (i.e. marketing investments, price, revenue, perceived quality [organic and functional] and brand ownership), while the impact of the brand equity drivers on brand value was estimated. The model was formulated and estimated using a robust OLS procedure. Several data sources have were in this study, such as market-based data from ACNielsen, as well as information and variable constructs using data from the Bureau Van Dijk Electronic Publishing AIDA financial statements database.
Findings
Results suggest that marketing investment, price, revenue, brand ownership and perceived quality are highly associated with brand equity, and consequently with a higher brand value in the food industry.
Research limitations/implications
This study has only studied one industry (food), one industry segment (enriched-food) and one country (Italy).
Originality/value
The majority of marketing studies apply a single research approach and measures. This is the first study of brand equity that combines consumer, financial and marketing approaches. The model contributes to theory and practice in terms of suggesting which business drivers create brand value and what type of brand strategy a firm can apply in order to create brand value.
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