• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.935-951
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• 2013

The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the most critical areas for luxury marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing activities and what their effects are. This study identifies the effects of luxury marketing activities on the brand equity of luxury items, utilizing Keller's (2001) 'CBBE (Customer Based Brand Equity) Model' as a theoretical framework. Based on literature review, a conceptual model for brand signature, heritage, premium price, controlled distribution, and promotion on customers' view on brand equity was tested. To test the hypothesized building paths of luxury brand equity, statistical analysis were performed with an AMOS 7.0 program using a confirmatory factor analysis and structural equation model. The results were: First, luxury brand equity was defined in terms of four components (brand awareness/association, customer judgment, customer feeling, and customer-brand resonance). Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller's CBBE model to conceptualize the building process of luxury brand equity; subsequently, marketers should develop core elements to position a brand strategy to create a competitive advantage.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.11
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• pp.1660-1671
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• 2002

The purpose of this study is to develop and test the casual brand equity measurement, utilizing Heller 5(2001) ‘CBBE(Customer Based Brand Equity) Model' as a theoretical framework. The research was conducted in three steps from May to November in 2001. In the exploratory step, focus-group interview was conducted 5 times for gathering responses related to fashion equity. In Pilot study, 945 university students were surveyed and the data were analyzed to identify the components of fashion brand equity and to develop questionnaires. In the main research, 696 university students evaluated three brands in order to compare their equity that were formed in customers' perception. Statistical analyses were performed with SAS and LISREL 8.12 program using factor analysis and covariance structural equation model. The results were as follows: First, casual brand equity was defined in terms of six components; customer-brand resonance, customer feeling, customer judgment, brand imagery, brand performance and brand awareness. Second, casual brand equity was multi-dimensional brand attitude, which could be measured by 23 items that were different from previous measurement such as Aaker's ‘Brand Equity Ten' and K-BPI.

• International Journal of Quality Innovation
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• v.4 no.2
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• pp.73-100
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• 2003

The most successful companies today are said to have strong brands. But what is a strong brand\ulcorner What makes a brand strong\ulcorner How do we build a strong brand\ulcorner This paper develops a customer-based brand equity model to help address these important questions. The developed model is a cause-and-effect model linking customer-brand relationships to rational and emotional brand associations, as well as rational and emotional brand evaluations. The customer-brand relationships are characterized by loyalty, based on both behaviour and attitude. As branding is a very complex concept, it is important to determine which of the many branding elements should be included in the model. This paper discusses why a given aspect is important for a brand's equity and which relations exist between the included variables from a theoretical perspective. The model provides insight into the creation of a brand's equity and can thus be used in the brand management process to achieve brand excellence.

• Journal of Distribution Science
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• v.13 no.7
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• pp.85-90
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• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.1071-1078
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• 2021

The purpose of this study is to investigate the relationship among the components of brand equity and to examine the effects of these components on the overall customer-based brand equity from the perspective of the Generation Z. This study is applied in the case of Borobudur World Heritage Destination, which is in Indonesia. A survey questionnaire has been collected through purposive sampling from 167 Generation Z who have visited Borobudur World Heritage Destination. The research hypotheses were supported by the empirical test using a Structural Equation Model with AMOS. The result concludes that destination brand awareness has significant, positive effects on destination brand image and perception of destination quality; destination brand image has positive influences on perception of destination quality and destination brand loyalty; perception of destination quality has significant, positive impacts on destination brand loyalty. Except for destination brand image and destination brand awareness, the perception of destination quality and destination brand loyalty have positive and direct impacts on overall destination brand equity. In sum, overall customer-based brand equity of a world heritage destination in the context of a developing economy is directly influenced by only two components of brand equity, namely, the perception of destination quality and destination brand loyalty.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.44 no.3
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• pp.146-164
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• 2021

This study examines the effects of the public's perception of emergency medical service (EMS) on the public health system's brand equity and the moderating effect of governance on this relationship using Keller's customer-based brand equity model. It uses four EMS functions: rescue/first-aid and transfer activities; disaster prevention, preparation, and response activities; educational activities in urgent situations; and medical treatment in emergency rooms to examine the effects of them on brand meaning of the public health system. Our findings are important for understanding the public as customers of the public health system and devising and/ or adapting healthcare policies and marketing strategies to develop brand equity and increase customers' loyalty to the public health system.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.8
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• pp.371-381
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• 2020

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

• Journal of Distribution Science
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• v.20 no.4
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• pp.21-31
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• 2022

Purpose: The study focuses on the distribution of brand love on customers' behavioral intention at five-star hotels in Vietnam. Furthermore, the study also assesses the role of mediating variables and moderating variable involved in the research model. Research design, data and methodology This research surveys 458 customers using the services of five-star hotels in Vietnam through questionnaires on online platforms. Data cleaning and data analysis using SPSS 25.0 software combined with Smart-PLS 3.0 software were used in the research to evaluate the measurement model and structural model. Results: From the results of the structural model evaluation, it shows the positive distribution of brand love on customers' behavioral intentions towards five-star hotels in Vietnam. The mediating roles of brand engagement, brand equity, customer motivation, and the participation of the moderating variable, customer expectations, are determined by this research model. Conclusions: Based on the study results, the distribution of brand love positively affects customers' behavioral intention at five-star hotels in Vietnam, giving recommendations that have a positive impact on customer behavioral intention. In addition, the study shows the role of mediating variables as well as exploring the moderator's (customer expectations) in the distribution of relationships between customer motivation and customer behavioral intention.

• Journal of the Korean Operations Research and Management Science Society
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• v.35 no.1
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• pp.1-17
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• 2010

This article addresses how an organization's customer relationship management (CRM) process affects customer equity drivers and, in turn, organizational performance. By raising a three-staged model including the CRM processes, customer equity drivers, and organizational performance, the authors assert that the customer equity drivers mediate between the CRM processes and organizational performance. The empirical analysis is based on a composite survey structure that gathers data from different types of informants according to the variables. Findings indicate that the expansion process has positive relationship with all the customer equity drivers. However, the acquisition process significantly influences both perceived value equity and brand equity, and the retention process significantly influences relationship equity only. In addition, the study shows that all the customer equity drivers influence the organizational performance given the existing customers. The relationship equity among the customer equity drivers has the strongest effect on the performance.

• Journal of Distribution Science
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• v.20 no.2
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• pp.11-18
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• 2022

Purpose: The purpose of this paper is to investigate the influence of brand equity on customer purchase decision (CPD) of products for retailers distribution (RB) in Ho Chi Minh city, Vietnam. There are five elements in the brand equity model such as brand awareness, brand association, brand loyalty, perceived quality, and pricing policy. Research design, data and methodology: Qualitative methodology was used for exploring the research model and variables. The survey was conducted to collect data from 251 respondents who bought products at RB in Ho Chi Minh city, which is based on a Likert scale. The collected data were analyzed with the reliability of the scale, exploratory factor analysis, and research hypothesis testing by SPSS 22. Results: The results obtained revealed that brand awareness, brand association, perceived quality, and pricing policy have a significant impact on CPD for RB. Furthermore, the results showed that perceived quality is the most significant component in influencing CPD at retailers. Conclusions: From the research results, some management implications that RB should focus on are perceived quality, choice of pricing policies and strategies, brand building and development to attract more customers as well as enhance its image to improve customers' purchasing decisions of products at retail distributors chain.