• Title/Summary/Keyword: brand equity

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Effect of perceived luxuriousness on brand equity

  • Kang, Ju-Young M.;Kim, Jieun
    • The Research Journal of the Costume Culture
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    • v.24 no.5
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    • pp.697-708
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    • 2016
  • The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.

The Effect of Marketing Mix elements on brand Equity (마케팅 믹스 요소가 브랜드 자산에 미치는 영향에 관한 연구)

  • Ryu, Jang-Mu
    • Journal of Industrial Convergence
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    • v.1 no.1
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    • pp.41-70
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    • 2003
  • Many researches on brand equity have been focused in definition about it, factors of it, and the process of formation. Most of them have been used by voluntary production category, as is durable goods or nondurable goods. But this study, using the model is developed by Foote, Cone & Be1ding(FCB) Company, classified four fields, high-low involvement, rationality(rational or sensitive) involvement. The selected goods is a sensitive high involvement(casual wear). This study investigate the effects of brand equity and search the influences of brand equity formation according to factors of marketing mix. To this goals, this study kept a literature survey and a demonstrative research. In literature survey, there are several definitions of brand and brand equity. The research model is derived from selected factors of marketing mix and former study. This study used the regression analysis to verify effects from brand equity through the selected marketing mix. The research data is collected from the capital area. The focus of this study is effects of brand equity according to marketing mix. The followings are results and suggestions of this study. First, in the price factors, the affirmative effects are revealed the perceived quality and the brand awareness in a rational high involvement goods, the perceived quality and the brand associations in a sensitive high involvement goods, all factors of brand equity in a rational low involvement goods, and the perceived quality in a sensitive low involvement goods. As summary, the important characteristics is the price factors to consumers, and consumers recognize that a high price means a high quality. Second, in the store image factors, the affirmative effects are revealed all brand equity factors in a rational high involvement and a sensitive high-low involvement. A good store image incites more interest, contact, and visit from potential consumer. And such store offers more consumer satisfaction, simulates more active and positive conversation to consumers. Third, in advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a rational high involvement and a sensitive high involvement, all brand equity factors in a rational low involvement and a sensitive low involvement. An advertisement increases not only a brand awareness but also strong brand associations. Forth, in price promotion factors, the affirmative effects are revealed the brand associations in a rational high involvement, the negative effects are revealed all brand equity in sensitive high involvement. According the result about the effects of brand royalty through the brand equity factors, a perceived quality and brand associations have positive effects to brand royalty in all factors. Consumers choice a deep perceived quality than other competitive brand. So, brand equity will increase according to a qualitative grade of a perceived brand by consumers. Brand associations represent a quality and a degree of involvement. In conclusion, brand associations and equity have a positive relation each other. According to the analysis results about a brand royalty of selected marketing mix factors, the affirmative effects are revealed the store image and price promotion factors in a rational high involvement, the price and store image in a sensitive high involvement, and the price and advertising spending in a rational low involvement. The results about the affect of selected marketing mix factors according to brand equity, are the perceived quality in a high involvement, and all brand equity factors in a low involvement. The affirmative effects about a store image are revealed all equity factors in high-low involvement. In advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a high involvement goods, and the perceived quality and the brand awareness in a low involvement goods. In price promotion factors, the affirmative effects are revealed the brand awareness in a low involvement goods, and the negative effects are revealed the brand awareness in a high involvement goods. According to a degree of involvement, the results of a brand royalty through a brand equity factors are following. The affirmative effects are revealed the perceived quality and the brand royalty in a high involvement goods, and the brand awareness are revealed a negative effect. The affirmative effects are revealed the perceived Quality and the brand associations in a low involvement goods. So, in a high involvement goods, the brand royalty is built by strong brand associations, but, in a low involvement goods, the brand royalty is built also by a perceived Quality and a brand awareness. This study have some concept of limitation. So, this study presents a future direction of research. First, a future study has to have more deep analysis for this study analyzed through a limited marketing mix factors. Second, a future research has to get mutual effects about brand equity of marketing mix factors for this study has an individual marketing decision factors. Third, for the future, a brand equity needs a research about a several goods such as services, profit or nonprofit, industrial products, culture, and so on. Forth, the research have to diversify a various data for population.

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The Effects of Luxury Brand Marketing Mix on the Formation of Customer Equity - Focusing on Luxury Brand's Product Consumers in 20~40's - (럭셔리 브랜드 마케팅 믹스가 고객자산 형성에 미치는 영향 - 20~40대 럭셔리 브랜드 제품 소비자를 중심으로 -)

  • Hwang, Yookyung
    • Fashion & Textile Research Journal
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    • v.15 no.1
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    • pp.103-115
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    • 2013
  • This study identifies how the luxury brand marketing mix affects customer equity drivers and suggests intangible equity management strategies so that companies can make long-term profits through luxury brands based on empirical studies of Korean luxury consumers. The results of the study are as follows: First, this study classified the properties that use 8 key factors (product integrity, heritage, exclusivity, premium image, environment and consumption experience, premium price, luxury communication strategy, and brand signature). Second, it shows that product integrity and luxury communication strategy have a positive effect on all customer equity drivers, that brand signature has a positive effect on value equity and brand equity, and that premium price has a negative effect on relation equity. It is important to provide products and services equipped with high quality and luxurious designs based on excellent craftsmanship in order to establish brand equity and value equity. Brand identity needs to be maintained and unique brand signatures need to be developed based on the long history of luxury brands against a traditional backdrop. A diversified communication strategy improves brand recognition while playing a part in facilitating brand association and brand image. In order to improve relationship equity, actions such as a loyalty program to strengthen brand loyalty, need to be taken as well as measures to maintain and enhance customer trust through a reasonable price strategy.

The Effects of Consumer's Experiential Factors on the Building Process of Online Brand Equity. (e브랜드 자산 구축과정에 있어 소비자의 체험적 요소들의 영향에 대한 연구)

  • Kim, Moon-Tae;Kim, Yong-Ho;Ork, Jung-Won
    • Management & Information Systems Review
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    • v.25
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    • pp.115-142
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    • 2008
  • Much attention has been devoted recently to the concept of brand equity. The Definition of brand equity is the added value with which a brand endows a product. From a consumer's perspective, this added value can be viewed in terms of enhancing a consumer's ability to interpret and store large amounts of information about a product. Online, several different approaches are also need to enhance brand equity of website. Noteworthy, significant research has not been conducted on the effectiveness of experiences in websites. As such, several researchers are discussing mainly as strategic alternatives that websites can use to build brand equity. This article explores the roles of many online brand experience variable like attention, arousal, telepresence, and flow on brand equity factors. And findings show that these kinds of experiences variable can be major factors that lead the better brand association, strong brand loyalty and brand equity.

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A Study on the Experiential Marketing Effect on Brand Equity - Focus on Brand Ambassador for Public Relations - (체험마케팅이 브랜드 자산에 미치는 영향에 관한 연구 - 브랜드 홍보대사를 중심으로 -)

  • Shin, Sang-Moo;Kim, Do-H.
    • Journal of the Korean Society of Clothing and Textiles
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    • v.34 no.2
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    • pp.242-251
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    • 2010
  • Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.

The Effect of Price Discount Frequency on Consumer Evaluation of Clothing Brand Equity (가격 할인 빈도가 소비자의 의류 상표자산평가에 미치는 영향에 대한 연구)

  • Choi, Jung;Rhee, Eun-Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.25 no.6
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    • pp.1025-1036
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    • 2001
  • This paper explores the effects of price discount frequency on consumer evaluation of clothing brand equity as well as the impact on consumers who exhibit different consumer characteristics. Following a preliminary investigation, two clothing brand groups were identified according to the frequency of their price discounts, one with a high frequency of price discounts, the other with a low frequency. Each brand group consisted of three women's clothing brands. A questionnaire was developed and administered to 351 females between the ages of nineteen and thirty-four in October 2000. The questionnaire included questions on evaluations on clothing brand equity (i.e., perceived quality, brand image, perceived value, reliability and brand knowledge), on consumer characteristics (i.e., clothing knowledge, clothing evaluative criteria, price perception and demographic characteristics), as well as on price discount frequency. Statistical tests, such as factor analysis. t-test and pearson's correlation, were used to analyze the data. Results of this research showed that price discount frequency negatively impacted consumer perception of clothing brand equity. The negative influence was particularly strong on the perceived quality and brand image dimensions of brand equity. The findings also suggested the effect of price discount frequency on consumer assessment of clothing brand equity was related to consumer characteristics as well. The equity of the clothing brand group with a low frequency of price discounts was positively related to clothing knowledge, price-quality inference, price-prestige inference, sale prone-ness. price mavenism, valuing the fashionable and symbolic uses of clothing and family income. On the other hand, it was negatively related to low price consciousness. The equity of the clothing brand group with a high frequency of price discounts was positively related to utilitarian economic aspects of clothing values as well as to low price consciousness. To establish and maintain high brand equity, marketers must pay attention to the frequency of price discount as it may have a negative impact on clothing brand equity.

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A Study on the Effects of the Consumer Attitude toward Visual Merchandising on Brand Equity and Brand Attitude: Focused on Bakery Shops (VMD에 대한 소비자태도가 브랜드자산과 브랜드태도에 미치는 영향:베이커리전문점을 중심으로)

  • Cho, Joon-Sang
    • Journal of Distribution Science
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    • v.11 no.6
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    • pp.67-80
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    • 2013
  • Purpose - This study aims to establish the relationships among brand equity, brand attitudes, and Visual Merchandising (VMD) in bakery stores. The results will help bakery franchisees and franchisers in devising appropriate strategies for successfully managing their bakery shops. Research design, data, and methodology - The VMD model for bakery shops comprises harmony, attractiveness, suitability, pandemic, functionality, and reliability. Further, brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of bakery shops are used as independent variables, while brand equity and brand attitude are used as dependent variables. This study aims to ascertain the extent of the influence VMD components of bakery shops have on brand equity and brand attitude. Regression analysis was used to verify those effects. The measurement items, deemed reliable and valid in a previous study, were modified for this study. Questionnaires were distributed to 500 consumers nationwide, of whom 340 were used for the sample. The SPSS 19.0 statistical program was used for the analysis. Results - First, among the VMD bakery shop components, harmony, attractiveness, and pandemic have a positive impact on brand equity (brand awareness and brand image). Second, amongst the VMD components of bakery shops, attractiveness, pandemic, and reliability have a positive impact on brand equity (perceived quality). Third, amongst the VMD components of bakery shops, harmony, attractiveness, and reliability have a positive impact on brand attitude. Fourth, brand equity (brand awareness, brand image, and perceived quality) have a positive effect on brand attitude. Conclusions - This study identifies the relationships between the VMD components of a bakery shop and brand equity and attitude in order to propose a new model. The study has several practical implications. First, the development of brand equity and management can be important components in bakery shops' determination of whether their VMD components have an impact on brand equity. Second, among VMD components, harmony and attractiveness have a positive influence on the choice of bakery shop, while reliability and pandemic have a partly positive influence on the choice of bakery shop. Therefore, store atmospheres should be attractively designed, and store menus and interiors should be reviewed periodically to conform to the latest trends. This study suggests marketing strategies for brand equity formation. First, providing collateral product quality, hygiene, and safety benefits as well as product offerings to complement the season and employees' services should be considered. Second, display methods, illumination designs, and new product ideas should be periodically reviewed. Third, these should complement the overall harmony of the interior and exterior and of the store atmosphere in order to be attractive. Funds should thus be dedicated specifically for the facilities and their interiors. Fourth, it is necessary to build a friendly and relaxed image that can be easily called to mind by the customers.

The Effect of Brand Personality and Brand Equity on Women's Casual Brand Extension (여성 캐주얼 상표 확장에 대한 상표 개성과 상표 자산의 영향)

  • Min Kyung Jin;Hong Keum Hee
    • Journal of the Korean Society of Clothing and Textiles
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    • v.29 no.6
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    • pp.753-763
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    • 2005
  • The purpose of this study was to determine effects of apparel product's brand personality, and brand equity on its brand extension. For the data collection, women in their 20s were surveyed, and a total of 576 questionnaire were finally used. Brand Reneevon and brand Enc were selected through a preliminary survey and then compared in terms of brand extension. Results of the study can be summarized as follows. 1 The brand personality of casual apparel for women consisted of low factors such as uniqueness, competence, fashionability and sincerity, while the brand equity of apparel included three factors brand loyalty, perceived quality and leadership, and brand association and awareness. 2. There was a significant positive correlation between brand personality and brand equity. 3. Brand Reneevon was found higher in brand equity than the brand Enc. 4. Brand extension was influenced by perceived quality and leadership. In case of the brand Enc, brand extension into fashion accessories was significantly affected by brand personality. 5. Brand Reneevon was found better than Brand Enc in brand extension, especially into fashion accessories.

Destination Brand Equity: A Perspective of Generation Z on A World Heritage Site in Indonesia

  • KUSUMANINGRUM, Sita Dewi
    • 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.

Factors of Tourism Destination Brand Equity and Verification for the Hierarchy of Effect (관광목적지 브랜드 자산의 구성요인과 효과위계 검증)

  • Lim, Myoung-Jae;Kim, Seok-Chool
    • The Journal of the Korea Contents Association
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    • v.9 no.2
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    • pp.365-372
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    • 2009
  • Brand equity of a tourist destination play a significant role in selecting a tourist destination because it is highly associated with its competitiveness. Nevertheless, a few research related to brand equity of a tourist destination has been conducted. Therefore, this study particularly focuses on the conceptualization work and deriving elements of brand equity of a tourist destination. One of the major research findings is that brand equity of a tourist destination comprises four elements including brand name awareness, perceived quality, brand associations and brand loyalty. In particular, brand loyalty turns out to be affected by other elements of brand equity, which verifies the hierarchy of effect among the elements of brand equity.