The Experts below are selected from a list of 360 Experts worldwide ranked by ideXlab platform
Xiao Tong - One of the best experts on this subject based on the ideXlab platform.
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Brand personality and Brand Equity evidence from the sportswear industry
Journal of Product & Brand Management, 2015Co-Authors: Jin Su, Xiao TongAbstract:Purpose – This paper aims to explore the personalities of sportswear Brands and their relationship to Brand Equity using Aaker’s methodology in the context of sportswear Brands. Design/methodology/approach – This paper used Aaker’s Brand personality framework to empirically investigate the personality of sportswear Brands and the impact of Brand personality on Brand Equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear Brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear Brand Equity. Originality/value – This study makes an important contribution to the understanding of Brand personality and ...
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measuring customer based Brand Equity empirical evidence from the sportswear market in china
Journal of Product & Brand Management, 2009Co-Authors: Xiao Tong, Jana M HawleyAbstract:Purpose – This study seeks to examine the practicality and applications of a customer‐based Brand Equity model in the Chinese sportswear market.Design/methodology/approach – Based on Aaker's well‐known conceptual framework of Brand Equity, this study employed structural equation modeling to investigate the causal relationships among the four dimensions of Brand Equity and overall Brand Equity in the sportswear industry. The present study used a sample of 304 actual consumers from China's two largest cities, Beijing and Shanghai.Findings – The findings conclude that Brand association and Brand loyalty are influential dimensions of Brand Equity. Weak support was found for the perceived quality and Brand awareness dimensions.Research limitations/implications – Future research needs to be done if the results are to be expanded into other regional Chinese markets in light of the significant gaps between different regions. Further research also could strengthen this analysis by adding performance measurement in...
Joseph F Hair - One of the best experts on this subject based on the ideXlab platform.
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towards a unified theory of Brand Equity conceptualizations taxonomy and avenues for future research
Journal of Product & Brand Management, 2015Co-Authors: Nebojsa S Davcik, Rui Vinhas Da Silva, Joseph F HairAbstract: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 c...
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towards a unified theory of Brand Equity conceptualizations taxonomy and avenues for future research
2014Co-Authors: Nebojsa S Davcik, Rui Vinhas Da Silva, Joseph F HairAbstract: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. We develop the relating conceptual study through differentiation and integration as a specific conceptual goal. We present a taxonomic framework of Brand Equity grounded on a synthesis of contemporary approaches to the theme. In so doing we identify gaps in the Brand Equity literature, which we hope will 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. We argue that the unifying Brand Equity theory should be based on three pillars: stakeholder value, marketing assets and Brand financial performance outputs.
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towards a unified theory of Brand Equity conceptualizations typologies and avenues for future research
2014Co-Authors: Nebojsa S Davcik, Rui Vinhas Da Silva, Joseph F HairAbstract: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 value 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. We present a taxonomy of Brand value grounded on a synthesis of contemporary approaches to the theme. In so doing we identify gaps in the Brand Equity literature, which we hope will serve as beacons for future research and provide valuable theoretical insights on the determinants of Brand value formation and the development of better Brand Equity measurement tools. We argue that the unifying Brand Equity theory must be based on three pillars: stakeholder value, marketing assets and Brand financial performance outputs.
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towards a unified theory of Brand Equity conceptualizations typologies and avenues for future research
9th Global Conference of AM’s Brand Corporate Identity and Reputation Special Interest Group, 2014Co-Authors: Nebojsa S Davcik, Rui Vinhas Da Silva, Joseph F HairAbstract: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.
Eva Martinez - One of the best experts on this subject based on the ideXlab platform.
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the influence of Brand Equity on consumer responses
Journal of Consumer Marketing, 2013Co-Authors: Isabel Buil, Eva Martinez, Leslie De ChernatonyAbstract:Purpose: The purpose of this paper is to propose and test a model to better understand Brand Equity. It seeks to investigate the effects of this construct on consumers' responses using data from two European countries. Design/methodology/approach: Hypotheses were tested using structural equation modeling (SEM). Measurement invariance and stability of the model across the two national samples was assessed using multigroup confirmatory factor analysis. Findings: Results indicate that Brand Equity dimensions inter-relate. Brand awareness positively impacts perceived quality and Brand associations. Brand loyalty is mainly influenced by Brand associations. Finally, perceived quality, Brand associations and Brand loyalty are the main drivers of overall Brand Equity. Findings also corroborate the positive impact of Brand Equity on consumers' responses. In addition, the general framework proposed is found to be empirically robust across the studied countries. Only a few differences are observed. Research limitations/implications: A limited set of product categories, Brands and countries were used. Practical implications: Findings provide useful guidelines for Brand Equity management. Managers can complement financial metrics with consumer-based Brand Equity measures to track Brand performance over time and to benchmark against other Brands. Building Brand Equity generates more value for corporations since a more favourable consumer response results from positive Brand Equity. Originality/value: This study contributes to the scarce international Brand Equity literature by testing the proposed model using data from a sample of consumers in two European countries. It also enriches the Brand Equity literature by empirically examining the relationships among consumer-based Brand Equity dimensions and its effects on consumers' responses.
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examining the role of advertising and sales promotions in Brand Equity creation
Journal of Business Research, 2013Co-Authors: Isabel Buil, Leslie De Chernatony, Eva MartinezAbstract: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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a cross national validation of the consumer based Brand Equity scale
Journal of Product & Brand Management, 2008Co-Authors: Isabel Buil, Leslie De Chernatony, Eva MartinezAbstract:Purpose – This study seeks to investigate the measurement invariance of the consumer‐based Brand Equity scale across two samples of UK and Spanish consumers.Design/methodology/approach – Brand Equity was conceptualised as a multi‐dimensional concept consisting of Brand awareness, perceived quality, Brand associations and Brand loyalty. To test the Brand Equity scale cross‐nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi‐group confirmatory factor analysis.Findings – The Brand Equity scale was invariant across the two countries. Results show that the consumer‐based Brand Equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of Brand Equity in the same way, which allows meaningful comparison of scores.Research limitations/implications – Future research could examine the cross‐national generalisability of the Brand Equity scale using other countries' products and services.Practical impli...
Leslie De Chernatony - One of the best experts on this subject based on the ideXlab platform.
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the influence of Brand Equity on consumer responses
Journal of Consumer Marketing, 2013Co-Authors: Isabel Buil, Eva Martinez, Leslie De ChernatonyAbstract:Purpose: The purpose of this paper is to propose and test a model to better understand Brand Equity. It seeks to investigate the effects of this construct on consumers' responses using data from two European countries. Design/methodology/approach: Hypotheses were tested using structural equation modeling (SEM). Measurement invariance and stability of the model across the two national samples was assessed using multigroup confirmatory factor analysis. Findings: Results indicate that Brand Equity dimensions inter-relate. Brand awareness positively impacts perceived quality and Brand associations. Brand loyalty is mainly influenced by Brand associations. Finally, perceived quality, Brand associations and Brand loyalty are the main drivers of overall Brand Equity. Findings also corroborate the positive impact of Brand Equity on consumers' responses. In addition, the general framework proposed is found to be empirically robust across the studied countries. Only a few differences are observed. Research limitations/implications: A limited set of product categories, Brands and countries were used. Practical implications: Findings provide useful guidelines for Brand Equity management. Managers can complement financial metrics with consumer-based Brand Equity measures to track Brand performance over time and to benchmark against other Brands. Building Brand Equity generates more value for corporations since a more favourable consumer response results from positive Brand Equity. Originality/value: This study contributes to the scarce international Brand Equity literature by testing the proposed model using data from a sample of consumers in two European countries. It also enriches the Brand Equity literature by empirically examining the relationships among consumer-based Brand Equity dimensions and its effects on consumers' responses.
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examining the role of advertising and sales promotions in Brand Equity creation
Journal of Business Research, 2013Co-Authors: Isabel Buil, Leslie De Chernatony, Eva MartinezAbstract: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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consumer based Brand Equity conceptualization and measurement a literature review
International Journal of Research in Marketing, 2010Co-Authors: George Christodoulides, Leslie De ChernatonyAbstract:Although there is a large body of research on Brand Equity, little in terms of a literature review has been published on this since Feldwick’s (1996) paper. To address this gap, this paper brings together the scattered literature on consumer based Brand Equity’s conceptualisation and measurement. Measures of consumer based Brand Equity are classified as either direct or indirect. Indirect measures assess consumer-based Brand Equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a Brand Equity measurement system.
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a cross national validation of the consumer based Brand Equity scale
Journal of Product & Brand Management, 2008Co-Authors: Isabel Buil, Leslie De Chernatony, Eva MartinezAbstract:Purpose – This study seeks to investigate the measurement invariance of the consumer‐based Brand Equity scale across two samples of UK and Spanish consumers.Design/methodology/approach – Brand Equity was conceptualised as a multi‐dimensional concept consisting of Brand awareness, perceived quality, Brand associations and Brand loyalty. To test the Brand Equity scale cross‐nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi‐group confirmatory factor analysis.Findings – The Brand Equity scale was invariant across the two countries. Results show that the consumer‐based Brand Equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of Brand Equity in the same way, which allows meaningful comparison of scores.Research limitations/implications – Future research could examine the cross‐national generalisability of the Brand Equity scale using other countries' products and services.Practical impli...
Naveen Donthu - One of the best experts on this subject based on the ideXlab platform.
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testing cross cultural invariance of the Brand Equity creation process
Journal of Product & Brand Management, 2002Co-Authors: Boonghee Yoo, Naveen DonthuAbstract:The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al.’s Brand Equity creation process model. A two‐step approach is introduced and used to test the factorial invariance of the model cross‐culturally. The results reveal which marketing efforts and Brand Equity dimensions have invariant effects on Brand Equity across the US and Korean samples. Specifically, Brand loyalty and perceived product quality do not have an invariant effect on Brand Equity, while Brand awareness/associations have an equivalent effect. Price and store image show an equivalent, positive effect on perceived quality; distribution intensity has an equivalent, positive effect on both perceived quality and Brand loyalty; and price deals have an equivalent, negative effect on both perceived quality and Brand awareness/associations. But advertising has a quite different effect on Brand Equity. The between‐group differences in the Brand Equity formation process are explained from a cultural perspective.
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developing and validating a multidimensional consumer based Brand Equity scale
Journal of Business Research, 2001Co-Authors: Boonghee Yoo, Naveen DonthuAbstract:Abstract Little systematic research has been done to develop a scale to measure consumer-based Brand Equity. The authors report the results of a multistep study to develop and validate a multidimensional consumer-based Brand Equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of Brand Equity. A total of 1530 American, Korean American, and Korean participants evaluated 12 Brands from three product categories (athletic shoes, film for cameras, and color television sets). Multistep psychometric tests demonstrate that the new Brand Equity scale is reliable, valid, parsimonious, and generalizable across several cultures and product categories. The authors discuss theoretical and practical implications of the study.
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An examination of selected marketing mix elements and Brand Equity
Journal of the Academy of Marketing Science, 2000Co-Authors: Boonghee Yoo, Naveen Donthu, Sungho LeeAbstract: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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Brand Equity Brand preference and purchase intent
Journal of Advertising, 1995Co-Authors: Cathy J Cobbwalgren, Cynthia A Ruble, Naveen DonthuAbstract:Abstract The issue of Brand Equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of how Brand value is created and what its precise effects are. This study explores some of the consequences of Brand Equity. In particular, the authors examine the effect of Brand Equity on consumer preferences and purchase intentions. For comparative purposes, two sets of Brands are tested, one from a service category characterized by fairly high financial and functional risk (hotels), and one from a generally lower risk product category (household cleansers). Each set includes two Brands that are objectively similar (based on Consumer Reports ratings), but they have invested markedly different levels of advertising spending over the past decade. Across both categories, the Brand with the higher advertising budget yielded substantially higher levels of Brand Equity. In turn, the Brand with the higher eq...