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Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions
Abstract
The main objective of this paper is to explore the differences between brand equity and e-brand equity in terms of their definitions, dimensions, theories, sources, and importance. This paper also aims to fill the gap by reviewing the previous literature on brand equity and e-brand equity. This paper begins with several definitions, dimensions, and theories to accomplish the above-stated goals. The next section discusses the sources and the importance of brand equity and e-brand equity, followed by conclusions and future research directions.KeywordsBrandBrand equityElectronic brand equity
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Electronic commerce is growing continuously as a consequence of the advantages that it provides for consumers and companies. As the volume growth, several operational logistics challenges appear, mainly related to providing proper service levels which meet consumer expectations. The exploration of consumer behavior data to perform predictive analysis stands out as an option for overcoming logistic difficulties. Thereof, this paper assesses the e-commerce distribution operation and propose a novel conceptual model embracing the anticipation of e-commerce’s demand based on the data collected by digital marketing, to enable predictive planning for the distribution of products.
Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of experiential marketing goes beyond the traditional marketing as it adds hedonic character to the marketing activity. Brand experience is one such construct which is crucial for organizations and research has shown its influence on brand equity. Thus companies pay significant attention in generating pleasing brand experiences for their customers. For businesses to stay relevant in modern times, they need to pay attention to each aspect of the brand experience for a better brand value. Brand experience provides businesses with multiple opportunities using multiple customer-brand interaction for an enjoyable experience for their customers. This paper has critically analyzed both brand experience and brand equity in the existing literature. And at the same time, relationship between these two constructs is discussed which will provide important directions for future researchers in this domain. This research paper provides valuable insights for marketing managers on the importance of delivering pleasing brand experiences for their customers for a stronger brand equity.
In this research, the effect of the variables including brand value, brand equity, brand quality, brand satisfaction, brand trust and brand commitment on brand loyalty and repurchase intentions was investigated. The perceived equity, value and quality were determined to be input variables; brand satisfaction, trust, affective commitment and continuance commitment were determined to be intervening variables; repurchase intentions and loyalty were determined to be output variables. A survey was conducted to undergraduate and graduate students of Ataturk University. According to the results of the research, it was determined that brand equity, value and quality had no effect on brand satisfaction, but had an effect on trust. It was determined that brand satisfaction had an effect only on affective commitment, and trust had an effect both on affective commitment and continuance commitment. Additionally, the effect of affective commitment on repurchase intention and loyalty was seen, but the effect of continuance commitment on repurchase intention and loyalty was not seen.
Brand equity is an important asset that a B2C company can leverage to compete and prosper in its unique and intensely competitive environment. This paper provides a framework for building brand equity model. Based on this framework, some strategies are suggested to build brand equity online. Implications of the framework for research and practice are also discussed.
Brands are important in the consumer markets. They are the interface between consumers and the company, and consumers may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication and service quality in building brand loyalty through brand trust. The present study explores the relationship among brand communication and service quality in a relational context with an emphasis on understanding of the linking role of brand trust and loyalty. Overall consideration, automotive industry was selected as the relational exchange context for this research. Data were collected through random questionnaires from the randomly selected 258 consumers. The study was based on the development and administration of a self-administered survey and conducted in Turkey. The findings indicate that perceptions of brand communications and service/product quality can be viewed a antecedents to brand trust, in turn affects brand loyalty.
Purpose
The purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies.
Design/methodology/approach
This objective is pursued by: developing a measurement model of brand equity for online businesses; and testing the nomological validity of the model using structural equation modelling.
Findings
This study finds partial support for the application of the offline brand equity theoretical framework based on brand awareness, brand associations and loyalty for online companies. Brand loyalty and brand value associations directly create brand equity.
Research limitations/implications
The study is cross‐sectional, the indicators or observable variables used in this study may not be deemed comprehensive enough, no interaction effects have been incorporated, and finally, the research study was based on a few online business retailers.
Practical/implications
The results support the view that a consumer's perceived sense of value resulting from a transaction with an online business develops loyalty. Also, brand‐trust association and brand awareness indirectly contribute to creating brand equity through their influence on loyalty. Loyalty is by far the most important source of brand equity because of its direct influence and mediating role in creating brand equity.
Originality/value
While many studies have identified and ratified the importance of brand equity dimensions among traditional firms, few have tested the model with online companies.
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.
Purpose
The purposes of this paper are to test sources of brand equity for online companies and to examine the role of selective internet marketing activities on the brand equity sources.
Design/methodology/approach
These objectives were pursued by testing the nomological validity of the model using structural equation modelling.
Findings
The paper finds evidence for the proposed sources of brand equity for online companies based on brand awareness and recognition, brand association (trust) and loyalty. The investigated antecedents namely functionality, fulfilment and customer service on line, significantly influence the sources of brand equity.
Research limitations/implications
The study is cross‐sectional, the dimensions to measure sources and antecedents of brand equity may not be comprehensive enough. The stimuli represent only a few online retailers.
Practical implications
Businesses are well advised to invest resources in creating brand recognition, customer loyalty and trust. Both of these can be achieved by developing internet marketing efforts around functionality, fulfilment of the promise and customer service support.
Originality/value
The nomological validity of the measurement and structural models for companies that operate on the internet, constitute a modest contribution. It is believed that a model, which integrates both, creates a more systemic view of brand equity. Apart from this one, there is no other study measuring the impact of internet marketing activities on brand equity sources.
The bubble appears to have burst in high-tech stocks — or at the very least has deflated. Investors seem to be returning to the safe long-term bets of the old-economy companies. This correction in the market is an ideal opportunity to review what has been happening to those companies that have been establishing themselves on the Net.
This paper takes a look at what lessons the new economy can learn from the old, and also how the Internet is fundamentally changing how companies manage their brands. The basic premise is that on the Internet the brand itself must be at the heart of the business strategy. The emphasis shifts from brand to ‘branded experience’, and becomes an issue for the whole company. The key principles of how to develop your brand remain the same, but the need for speed means that how you manage it will change forever.
This paper draws on the authors' extensive experience of building brands online and offline, and of aligning/integrating internal values and behaviours with external manifestation of the brand.
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 three-phased 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.
Purpose
The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising spending) is analysed as a source of consumer‐based brand equity and its dimensions.
Design/methodology/approach
An empirical study was conducted in young adults (18‐35) via structural equations model. Brand equity is analysed in six different brands of milk, toothpaste and olive oil.
Findings
Results prove that positive brand information provided by the family has effects on the formation of brand awareness‐associations and perceived quality, and this may lead in turn, to brand loyalty and overall brand equity. The effects of the information provided by the family are higher than those of the marketing variables studied. Results also show that brand loyalty is much closer to the concept of overall brand equity than brand awareness‐associations and perceived quality.
Research limitations/implications
The sample size does not allow to analyse differences in the effects between types of products and consumers.
Practical implications
Due to the importance of the family on the formation of the consumer‐based brand equity, firms should analyse how to take advantage of this factor to approach new generations of consumers. Actions to foster family associations and brand recall may ease the transfer of brand equity from one generation to another.
Originality/value
Family has been usually considered as an external influence factor of consumer behaviour, however, its importance as information provider had not been analysed in the process of brand equity formation.
This article presents four studies that develop measures of “core/primary” facets of customer-based brand equity (CBBE). Drawing from various CBBE frameworks, the facets chosen are perceived quality (PQ), perceived value for the cost (PVC), uniqueness, and the willingness to pay a price premium for a brand. Using numerous advocated scale developmental procedures, the measures of these facets showed evidence of internal consistency and validity over 16 different brands in six product categories. Results also suggest that PQ, PVC, and brand uniqueness are potential direct antecedents of the willingness to pay a price premium for a brand, and that willingness to pay a price premium is a potential direct antecedent of brand purchase behavior.
Purpose
– The purpose of this paper is to report on exploratory research that aims to contribute to knowledge on online branding, and the way in which the online channel is being used to support brands. The focus of this research is the top multi‐channel UK fashion retailers.
Design/methodology/approach
– Content analyses were performed on the web sites of a number of top fashion and clothing retailers, plus three supermarket chains with a strong presence in clothes retailing. An analysis of the extent to which the retailers were using their web site to provide online services and information provided a context for a more detailed analysis of online branding strategies, including communicating brand identity and presence, and building brand relationships.
Findings
– Most top “non‐value” fashion retailers offer transactions through their web site, offering extended opportunities for brand engagement and experience. While all fashion retailers achieve consistency of visual identity between the online and other channels, their use of the online channel to communicate brand values, and to promote brand relationships is underdeveloped. There is evidence of some innovative practice, but also scope for considerable further development of the notion of online branding. Research into online and multi‐channel branding has a role to play in supporting this process.
Originality/value
– This study makes an important contribution to the under‐researched area of online branding, through a study of the online branding activities of top multi‐channel UK fashion retailers.
This study aims to investigate the effects of coffee brand service quality and customer experience on brand equity, brand personality, and brand reputation. To achieve this purpose, the proposed research model was examined with structural equation modeling using R. Empirical analysis indicates that brand personality and brand reputation are determined by brand equity, which is formed by customer experience explained by service quality. Specific service quality factors that affect customer experience are interaction and result qualities. However, physical environmental quality did not have a statistically significant effect on customer experience. Analysis results suggest that the personality, reputation, and equity that customers have in a coffee brand can be enhanced by customer experience through service quality. The results of this research support the idea of needing to compete with strong brands and how marketing and management tactics around service quality and customer experience can help a company compete.
Brand Equity erosion due to non-consumer franchise building (non-CFB) sales promotions have been a recurring theme in extant literature. However, the disproportionate increase in non- CFB promotion activities by companies contradicts this academic view. This research provides a rationale for this inconsistency by examining the moderating impact of brand loyalty on the promotion – brand equity relationship. Results indicate that loyalty moderates the promotion-brand equity relationship, and even short term promotions enhance brand equity in certain market segments (like those dominated by spurious loyals). Practitioners can target specific loyalty groups through short term promotions without impacting Brand Equity.
Value co-creation with customers has emerged as a relevant topic at both academic and managerial level. Considering the positive outcomes derived from value co-creation, firms should learn how to properly manage this process which requires active customer involvement and this paper demonstrates that the level of customer participation (CP) depends to a large extent on their perception of how the hotel favours the process of value co-creation (CcV). Our model also proves the customer perception of the hotel's process of value co-creation has a positive impact on the hotel's brand equity (BE) whereas customer participation positively affects the customer's perceived value (PV). Additionally, both brand equity and perceived value are positively linked with customer satisfaction (CS). The findings indicate the moderating effect of customers' prior experience with the hotel chain in reference to some of the relationships considered (CcV→BE→CS and PV→CS).
Full text available here: https://journals.sagepub.com/doi/10.1177/0022243719845000
Abstract: Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service marketed by brands. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/service linked with negatively (vs. positively) valenced associations in consumers’ minds. Finally, an analysis of the logos of 597 brands suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.
The author describes the construction of a scale to measure self-concepts, person concepts, and product concepts. Multivariate analysis and multidimensional scaling procedures are employed to develop a 15-item semantic differential scale. Measures of test-retest reliability are reported. Validity of the scale is assessed by the multitrait-multimethod matrix approach.
Given the growing importance of online social media platforms (OSM) in brand management, the authors attempt to extend the relationship between e-brand equity and repurchase intention with two mediator variables, namely visual appeal and e-preference in which willingness to pay a price premium (WPPP) serves as a moderator. Drawing on the perspective of digitalized engagement (PDE), the authors confirm the mediating effects on the e-brand equity-repurchase intention link while evidencing both positive and negative effects of WPPP on the linkage of e-brand equity and mediators. Contributions to theory, practice, and future studies are also provided.
The purpose of this paper is to explore the concept of brand equity and discuss its different perspectives, we try to review existing literature of brand equity and evaluate various Customer-based brand equity models to provide a collection from well-known databases for further research in this area.
Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This article studies the extent to which CBBE manifests itself in SBBE and marketing-mix response using ten years of IRI scanner and Brand Asset Valuator data for 290 brands spanning 25 packaged good categories. The authors uncover a fairly strong positive association of SBBE with three dimensions of CBBE-relevance, esteem, and knowledge-but a slight negative correspondence with the fourth dimension, energized differentiation. They also reveal new insights on the category characteristics that moderate the CBBE-SBBE relationship and document a more nuanced association of the CBBE dimensions with response to the major marketing-mix variables than heretofore assumed. The authors discuss implications for academic researchers who predict and test the impact of brand equity, for market researchers who measure it, and for marketers who want to translate their brand equity into marketplace success.
The brand value chain offers a holistic, integrated approach to understanding the value created by brands. According to the model, brand value creation begins with the firm's marketing activity. This influences customers who, in turn, affect how the brand performs in the marketplace and is ultimately valued by the financial community. Three important multipliers moderate the extent of transfer between these value stages: the program quality multiplier, the marketplace conditions multiplier, and the investor sentiment multiplier.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.
Purpose
Cyber‐brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands’ equity, so that attempts can be made to increase their brands’ equity efficiently. This research aims to address the issue.
Design/methodology/approach
To measure the strength of cyber brands, prior off‐line research is replicated, taking a customer focus to identify determinate variables. These customer‐focused variables are tested against cyber consumers’ stated satisfaction and site‐visit intention behavior, using regression analysis.
Findings
The results satisfactorily justify the suggested model, which has a predictive power ranging from 62 to 72 per cent.
Practical implications
The study shows that practitioners intent on raising the power of their cyber brand can be guided by the same model as used off‐line.
Originality/value
The major theoretical contribution of the study is to show that there is little difference between measuring and increasing brand power on or off‐line.
This paper argues that the combination of strategy, creativity and leadership is going to be the key to the success of global brands in the coming decade. It also states that one needs to understand how these three disciplines interact, and specifically how this interaction may differ across the markets where the brand is active.Journal of Brand Management (2005) 12, 395-404; doi:10.1057/palgrave.bm.2540234
This study examines the relationship among the components of customer-based brand equity in the U.S. lodging industry. Based on Aaker's assumption that the dimensions of brand equity have causal interrelationships and heighten the significance of their dependency on each other, twelve hypotheses were tested. A sample of travelers in a midwestern city in the U.S. was used. The results indicate that perceived quality is the strongest predictor when determining brand equity in the hotel industry.
In packaged goods, the product is the primary brand. However, with services, the company is the primary brand. This article,
based on primary research with 14 mature, high-performance service companies, makes a case for service branding as a cornerstone
of services marketing for today and tomorrow. The article presents a service-branding model that underscores the salient role
of customers' service experiences in brand formation. Four primary strategies that excellent service firms use to cultivate
brand equity are discussed and illustrated. Branding is not just for tangible goods; it is a principal success driver for
service organizations as well.
This paper assesses the claim that e-commerce will spell the end of brand management as we know it. Evidence from market studies is reviewed, and the paper identifies some key factors that make this scenario unlikely. First, the effect depends on a number of other factors, such as type of product and type of purchase. Brands serve a different role in each of these cases, and the impact of the Internet will vary according to the role that the brand plays. Secondly, there are a variety of Internet technologies which will affect brands in a variety of ways. Thirdly, the Internet is leading to some secondary effects in the market structures that affect brands. The combination of these factors, far from leading to the death of brand management, will in many cases lead to an increased role for brand management.
The influence of advertising repetition on several non-evaluative dimensions of attitudes and the strength of the relationship between attitudes and behavior are examined. The results indicate that attitudes formed on the basis of repeated ad exposure are similar to those formed on the basis of direct experience in that they are more accessible from memory, held with more confidence, and are more predictive of subsequent behavior than are attitudes based on a single ad exposure. The results are consistent with the propositions that attitude accessibility and attitude confidence moderate the attitude-behavior relationship. Copyright 1989 by the University of Chicago.
The knowledge-based economy, along with the impact of information society technologies, presents the service organizations and their customers with many potential opportunities as well as challenges. Therefore, this study explores how the knowledge-based economy could influence the quality management of service organizations. The study reveals that the actors within the service sector have vast new opportunities in terms of communication and value co-creation, but in the same time, the requirements regarding the quality of provided services trigger various problems for managers. The originality and value of this study consist of identifying logical connections between changes in the society, changes in the services, and changes in the service quality management. The findings of this study reveal that service quality management, as an integral part of the management of services, became more important within the knowledge-based economy as compared to the traditional (industrial) economy. Service quality management is knowledge-driven, it relies on people’s continuous development, network-intense collaboration (sharing ideas and knowledge), and value co-creation to attain sustainable competitive advantage. The study was carried out by combining a wide variety of sources, such as research papers, conceptual papers and literature reviews. Our conclusion justifies the effort invested in improving service quality management and also has relevance for service organizations’ managers in a very sensitive area like the service quality management.
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- N K Maholtra
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- A Rana
- A Bhat
- L Rani
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- A Chaudhuri
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- Boonghee Yoo
- N Donthu
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- D A Aaker
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- Capella Louis
- Alford Bruce