Brand equity

Corporate rebranding: destroying, transferring or creating brand equity?

by Laurent Muzellec

Do brands really add value to real estate developments? (II)

by Alvaro HIDALGO

Branded Residences, Branding Tourism facilities & Condominiums Branded Residences, Branding Tourism facilities & Condominiums

Do brands really add value to real estate developments and travel destinations? ( and III)

by Alvaro HIDALGO

Critical analysis of the Branded Residences concept Critical analysis of the Branded Residences concept

7 words and a logo: Does a brand shape a destination?

by Alvaro HIDALGO

Branding Tourism destinations Branding Tourism destinations

How Luxury & Tourism transform economic unsettlement into steady growth

by Alvaro HIDALGO

Luxury, Tourism & Economic growth Luxury, Tourism & Economic growth

If Small is Beautiful.....Exclusive beats it.

by Alvaro HIDALGO

Luxury as a factor to set carrying capacity .TALC Luxury as a factor to set carrying capacity .TALC

DETERMINANTS OF BRAND EQUITY OF SERVICES: A Verification Approach in the Banking Industry in Malaysia

by ASEAN Marketing Journal (AMJ)

Author: Norjaya Mohd. Yasin and Norzalita Abd. Aziz

Institution: School of Business Management, Faculty of Economics and Business, Universiti Kebangsaan Malaysia, Contact no : 603-89215545 or 89213798

Suggested Citation: Yasin, N.M. and Abd. Aziz, N. (2010) DETERMINANTS OF BRAND EQUITY OF SERVICES: A Verification Approach in the Banking Industry in Malaysia. ASEAN Marketing Journal, 2(2), 27-34, ISSN: 2085-5044

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking... more This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service. The conceptual framework of this study is based on customer-based brand equity called the Brand Resonance model which comprises of six building blocks namely brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on all items measuring the six constructs and the results produced only five factors i.e. brand salience, brand performance, brand judgments, brand feelings and brand resonance as the determinants of brand equity of services. Reliability test on all these factors produced satisfactory reliability coefficients. Correlation analysis was also conducted on the study variables and the results indicate that there are strong, positive and significant relationships between brand performance and brand judgment, and between brand performance and brand feelings. Strong, positive and significant relationships are also found between brand performance and brand resonance, between brand judgment and brand resonance as well as between brand feelings and brand resonance.

Keywords: brand equity of services, consumers’ perception of a banking service, brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance.

The “Dark Side” of Brand Alliances: How the Exit of Alliance Members Affects Consumer Perceptions

by David Woisetschläger

Co-authored with Manuel Michaelis and Christof Backhaus, published in Advances in Consumer Research, Vol. 35, 2008

Conceptualising and Measuring the Equity of Online Brands

by Olivier Furrer

George Christodoulides, Leslie De Chernatony, Olivier Furrer, Eric Shiu & Temi Abimbola
Journal of Marketing Management
Volume 22, Issue 7-8, 2006, pages 799-825

Although brand equity is an important source of competitive advantage online, previous conceptualisations and measures... more Although brand equity is an important source of competitive advantage online, previous conceptualisations and measures overlook the unique characteristics of the internet that render consumers co-creators of brand value. In view of this, a threephased research programme was undertaken to identify the facets of online retail/service (ORS) brand equity and then develop and validate a scale for its measurement. ORS brand equity was found to be a second order construct with five correlated yet distinct dimensions: emotional connection, online experience, responsive service nature, trust, and fulfilment. A series of tests showed that the ensuing 12-item scale has strong psychometric properties. The implications of this research for marketing researchers and practitioners are discussed.

Marca O Denominazione Di Origine? Uno Studio Esplorativo Sulla Brand Equity Del Pecorino Di Fossa

by Cristina Santini

Employer branding: strategic implications for staff recruitmen

by Ralf Wilden

Wilden, R.M., Gudergan, S. & Lings, I.N. 2010, 'Employer branding: strategic implications for staff recruitment', Journal of Marketing Management, vol. 26, no. 1-2, pp. 56-73.

In many developed economies, changing demographics and economic conditions have given rise to increasingly competitive... more In many developed economies, changing demographics and economic conditions have given rise to increasingly competitive labour markets, where competition for good employees is strong. Consequently, strategic investments in attracting suitably qualified and skilled employees are recommended. One such strategy is employer branding. Employer branding in the context of recruitment is the package of psychological, economic, and functional benefits that potential employees associate with employment with a particular company. Knowledge of these perceptions can help organisations to create an attractive and competitive employer brand. Utilising information economics and signalling theory, we examine the nature and consequences of employer branding. Depth interviews reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers¿ brand signals; perceptions of the employers; brand investments; and perceptions of the employers; product or service brand portfolio.

Effects of Guerrilla Marketing on Brand Equity

by Arnaud Prévot

Authored by Arnaud Prevot
published in the Consortium Journal of Hospitality and Tourism in 2009

Guerrilla Marketing is a means to gain maximum exposure through minimal cost to the company. While there is a clear... more Guerrilla Marketing is a means to gain maximum exposure through minimal cost to the company. While there is a clear positive effect on the bottom line, the net effect on the brand's equity as perceived by the consumer had yet to be fully analyzed. The author contends that the effect will depend not only on how the consumers will perceive how they are being marketed to, through Guerrilla Marketing, but also depends on the medium used by the campaign. The author argues that the effects on brand equity can be either positive, negative or neutral. Being built on the element of surprise, Guerrilla Marketing tactics can often be praised for their originality, or blamed for being a nuisance, or a danger to local communities.

Weighting the Criteria of Brand Selecting in Beverage Industries in Iran

by Abolfazl Moradian

ASIAN JOURNAL OF MANAGEMENT RESEARCH

Purpose – This research attempts to introduce important criteria which have effects on selecting the best brands in... more Purpose – This research attempts to introduce important criteria which have effects on selecting the best brands in beverage industries in Iran, also to evaluate the weight of each criterion for selecting the best brand in the case Persian beverage market.
Design/methodology/approach – Weighting methods are divided into two categories: objective methods and subjective methods. In this paper entropy were selected from objective methods and Analytic Hierarchy Process (AHP) were selected from subjective methods which lead in two weight vectors, then integration of both vectors results in the effect coefficient of brand selecting criteria.
Findings – Experts’ opinions are gathered by questionnaire. Then the major criteria weights are analyzed using the analytic hierarchy process and entropy, final weights are then determined using the compromised weighting method. Brand resonance performs the most important role among all criteria by Persian consumers of beverage products.
Practical implications – Many consumers are not fully informed when shopping for products and services, reliance on known and recognized brand names becomes important.
Originality/value – First we gathered the most important criteria of brand equity from literatures, which could be listed as, corporation ability association, brand awareness, quality perception, brand resonance, brand extensibility, price flexibility, and repurchase intention.

Bianchi, C., & Pike, S. (2011). Antecedents of attitudinal destination loyalty in a long haul market: Australia's brand equity among Chilean visitors. Journal of Travel & Tourism Marketing. 28(7): 736-750

by Steven Pike

Few, if any, previous studies have examined Latin American consumers’ perceptions of holiday destinations. This paper... more Few, if any, previous studies have examined Latin American consumers’ perceptions of holiday destinations. This paper reports an attempt to measure destination brand equity for Australia as a long haul destination in the emerging Chile market. The research adapted a model of consumer-based brand equity (CBBE) from the marketing literature, and selected attitudinal destination loyalty as the dependent variable. Antecedents of destination brand loyalty were tested using data from a sample of Chilean travelers, comprising a mix of previous visitors and non-visitors to Australia. The findings suggest that brand salience, brand image, and brand value are positively related to brand loyalty for Australia as a long-haul holiday destination. This demonstrates that while brand salience for Australia is strong, as a long haul destination the country faces significant challenges in converting awareness into intent to visit. Australia is a more compelling destination brand for previous visitors than non-visitors. This implies that a word of mouth recommendation from previous visitors, a key component of attitudinal loyalty, is a positive indicator of future growth opportunities for Australia’s destination marketers to capitalize on.

Pike, S. (2007). Consumer-Based Brand Equity for Destinations. Journal of Travel & Tourism Marketing. 22(1): 51-61.

by Steven Pike

Destination marketing organizations (DMO) worldwide are increasingly focusing attention on place branding. However,... more Destination marketing organizations (DMO) worldwide are increasingly focusing attention on place branding. However, there has been relatively little research on the topic reported in the academic literature. In particular there is a paucity of research regarding performance measures for destination brand campaigns. This paper reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination. The purpose was to provide benchmarks at the commencement of a new destination brand campaign, for which the DMO will be able to use to track performance over time.

Branding International Organizations. NATO Case Study

by Mihai Sebe

Co-authored with Gigi Mihaita

Abstract:     
This paper was publicy presented at the International Conference "The State... more Abstract:     
This paper was publicy presented at the International Conference "The State of Democracy in Europe" organized by the Doctoral School of Political Science of the University of Bucharest, between 13-14 December 2010.

The idea of this paper first appeared in 2008 after an international conference held in Bucharest on the future of NATO. If at first regarded with suspicion the idea of creating a NATO brand became more or less official later that year when NATO hired the executive from the Coca-Cola Company, Michael Stopford, as deputy assistant secretary general for strategic communication services. “We have the green light to think about branding policy for NATO” (Jean-François Bureau, NATO’s assistant secretary general for public diplomacy, 2008).

Keywords: NATO, branding, international organizations, propaganda, terrorism, public relations, communication

JEL Classifications: Z00