The Ultimate Influences of Brand Equity Dimensions on Consumer Decision in Hi-Tech Market (original) (raw)
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AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY
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.
The Effect of Brand Equity on Consumer Buyer Decisions : A Case Study in Grocery Product
The increasing competition leads product offering from other competitors are varied, hence consumer loyalty is questionable. It is prominence to create distinguishable product so that leads loyalty to the consumer, particularly in grocery product. This paper aims to test brand equity of a new brand which consist of brand awareness, brand loyalty, brand association, and perceived quality on consumer purchase decisions. The finding revealed strong relationship on perceived quality and brand association regarding strong cognizable from the previous brand product in spite of low brand loyalty. The findings are more useful to practitioners in a way to understand the way of consumer perception point of view.
The Relationship of Brand Equity Dimensions: A Case Study of Samsung Brand in Thailand
European Journal of Business and Management, 2014
The marketing situation with a specific region is quite different as compared to global markets. To gain higher market share and competitiveness firms has been learning the consumers need and values. Therefore, this study induced the factors of consumer based brand equity that influence consumer-brand relationship in Thailand. For developing a strong base for consumer-brand relationship, marketing strategies must be composed of building brand awareness, perceived quality and brand image. Such relationship with brand could be developed by designing stronger brand loyal customers. This paper analyzed the variables of brand equity by considering Samsung Smartphone brand because it is the leading smart-phone firm in Thailand. The findings showed that brand awareness, perceived quality and brand image was significant statistically associated but only brand awareness was not influenced on brand loyalty. As each dimension of brand equity results can increase profitability and firm's performance of the company, so the model of brand loyalty in this study could guide marketing strategies of Smartphone industry to create a competitive advantage and expand its consumer base in Thailand market. Thus, investors and marketers should consider their dimensions for building a strong Smartphone brand.
SSRN Electronic Journal
The main objective of this study is to empirically examine the interrelationships between the brand equity dimensions and to identify which factors are influential in building brand equity. Brand awareness, perceived quality, brand association, brand image and brand loyalty; the most researched and cited brand equity dimensions are hypothesized to contribute to brand equity. The results present interesting implications.
Determining the impact of brand equity on consumer purchase intention
International Journal of Social Sciences and Education Research, 2017
In this study, it was attempted to determine which brand equity element is more effective regarding the mobile phone purchase of university students. Brand equity is defined in three dimensions which are brand awareness, perceived quality and brand loyalty. Data was collected by 1190 subjects studying at the faculties of Aksaray University. The data was tested by Structural Equation Modeling. As a result of the research, it was found that brand awareness affects perceived quality, but it does not affect the brand loyalty and overall brand value. Perceived quality affects brand loyalty and overall brand value, while the brand loyalty affects the overall brand value. Furthermore, it was found that overall brand value affects purchase intention.
2017
Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behavior of customers. The purpose of this paper is to formulate a conceptual framework that will provide an understanding of the relationship existing between the elements of brand equity and that of purchase behavior. The adoption of Aaker's brand equity model will serve as a guide for conceiving associations between brand equity and purchase behavior for this study. Literatures within the area of brand equity and purchase behavior will be reviewed in order to develop the conceptual framework on the elements of brand equity and purchase behavior.
THE HIERARCHICAL RELATIONSHIP BETWEEN BRAND EQUITY DIMENSIONS
Brands have been considered as the second most important assets for a firm after customers .This study proposes a brand equity model with four dimensions: brand awareness, brand trust, perceived quality, and brand loyalty. In addition, the relationships among four dimensions and their effects on brand equity are investigated empirically. In order to accomplish the objectives proposed, a model reflecting the hierarchical relationship between the brand equity dimensions of brand awareness, brand trust, perceived quality and brand loyalty and brand equity, the model is tested by structural equations and the sample is 369 students from the higher institute of business administration (HIBA), the finding show that perceived quality does not has a significant influence on both brand trust and brand equity, on other hand, the rest of relationship between brand equity dimensions and brand equity is confirmed. The study finding can be used by mobile market in creating brand equity by using some strategies which can lead to the brand equity.