Questions related to Brand Equity
When looking at many sectors (tourism, automobile, agricultural produce) TV advertising always seem to be more prevalent in high demand periods.
However, if the goal of a company is to boost brand awareness is there any reason why the company should advertise during these demand peaks?
Intuitively, since the goal is long term it would be more economically efficient to run advertising during low demand periods.
For my master thesis I am trying to predict the effect of brand equity on brand utility. I calculate the brand utility using a multi-attribute conjoint analysis and Hierarchical Bayes, which I will use as my dependent variable in the final regression. I also included a brand equity questionnaire with 15 different questions representing 5 different brand equity concepts (Awareness, Sustainability, Trust, Perceived Quality, and Perception), using a 5-point Likert scale.
I was recommended to run a Confirmatory Factor Analysis to create see whether I could use five concepts from the 15 questions. I used the lavaan package in R to create my 5 Latent variables and all goodness of fit measures (RMSEA > 0.6, CFI <0.9, TCI <0.9) seem good. [Note, since I have Likert scale data I treated the data as ordinal and used polychroic correlations instead of Pearsons.]
I then used LavPredict to create factor scores for my 5 variables (using Maximum Likelihood), which I then use as my independent variables in my regression. After searching online my questions are; how do I interpret the coefficient of these factor scores? (I.e. a significant coefficient of 0.08).
I am looking for " If a X is increased by 1 .... (unit, st.dev, percentage, etc) this leads to a Y increase in the dependent variable" .
Also is there an alternative method I should be using to more accurately predict factor scores? Considering my end goal is to use them in a regression.
Final note: I have quite high correlations among a couple of the latent variables (>0.8), is this an issue?
Thank you in advance and please let me know if you'd like me to provide additional information.
I need so advice on this statistics project that I'm working on
I need to measure brand equity of a company (dependent variable) with multiple independent variables such as loyalty, popularity, familiarity, etc.
A survey was conducted where many people gave a score for each independent variable for that one company. I was thinking of multiple linear regression but I'm not sure if I'm on the right track.
Please let me know what are your inputs
Please suggest the reference for qualitative dimensions of Brand Equity as intangible and qualitative aspects of the brand influence brand equity .
I am working on brand Equity and identified alignment with brand personality as a factor which influence brand equity. Please provide me reference for " BRAND PERSONALITY" Scale
Hi, I am working on a dissertation. Somebody suggest what kind of topics can I add to the literature review from the research objectives written below?
1- To explore how business analytics utilises user data to predict how future transactions build brand equity.
2- To learn from successful corporations/SME’s who use internal and external data to improve brand equity.
Hi everyone! I would like to write my bachelor's thesis on a topic that's currently relevant in the sphere of finance, marketing or computer science (or if it's possible a topic concerning all the three fields of interest). Those fields are the same upon which my bachelor is based (Bachelor of Science in Economics, Management and Computer Science).
I've some broad ideas about the topics, for example: the link between brand equity and financial performance; the effects of aggressive marketing on financial markets; the new generation of traders (covid has increase the number of retail investors with no previous experience); machine learning applied to behavioral finance (I really enjoy those last two topics but have no idea on how to connect them).
Obviously any kind of suggestions, regarding new topic (broad or specific) or the development of cited ones would be greatly appreciated.
Thank you in advance!
Dear Profs, Associate Profs, and Assistant Profs,
I graduated with a Ph.D. in Marketing from Graduate School of Business, Universiti Kebangsaan Malaysia (GSB-UKM) in 2019. GSB-UKM is an AACSB-accredited business school.
Then, I launched my own digital marketing agency in Norway in July 2019 and moved to Norway. However, my passion lies in conducting research.
I am very proactive in conducting research and very good at teaching.
I am actively looking for a Postdoc position in the area of Marketing.
Could you please let me know if you need a Post-Doctoral student?
I want to start a research on brand equity in e-banking. can you please suggest related literature and let me know what models and theories can I use to enrich my research
In my survey I have 3 likert scales measuring 3 antecedents of brand equity. My aim is to create a variable representing Brand Equity, somewhay summing up the 3 single likert scales, in order to run a ANOVA analysis between intervention and control group.
Can someone help me please?
This is my observation, I can be wrong. What do you say about it. I wrote three papers on transformative marketing, my these articles are getting least visibility. ( Transformative marketing was introduced in August 2018 in Journal of Marketing by Dr.V. Kumar)
Just for the sake of comparison you can see the performance of well researched topics interms of reads vs new topic article..
New topic articles
Old topic articles
On other side researchers are evaluated based on the citations? I wonder how it works, what is your opinion on it? How you keep the balance?
I have just read in Homburg (2015) that independent coders have identified product design dimensions: functional, aesthetic and self-expressive.
Keller (1993) suggests in his article similar dimensions (functional, experiential, self-expressive) of consumer knowledge about the brand.
Do not you think that in this case (1) the advancement of conceptualization of value for consumers is very small (if it exists at all)? (2) the coding results include also the coders' hidden assumptions (the Keller's conceptualization) about the value dimensions? the coders in 2015 code the data generated in 2015 along to categories from 1999?
How to overcome this? What other conceptualizations would be useful to develop the knowledge ? Any sources?
Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of Marketing, 79, 41–56.
Keller K.L. (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, Vol. 57, No. 1 (Jan., 1993), pp. 1-22
Educational marketing has gained significance in the past few decades. Is it really important to build brand equity for universities?
I am working on Brand equity and its relationship with advertising awareness, please response according to aforementioned.
Respected members, Please respond as soon as possible.
Can anyone provide me the full text of:
Understanding, Measuring, and Using Brand Equity, January 1996, Journal of Advertising Research 36(6):9-21
Paul Dyson, Andy Farr and Nigel S. Hollis
I've already requested it, but still haven't an answer. Thanks in advance.
- "Analyzing factors that influence brand resonance among alumni (as past customers) to develop brand equity for higher education brands", (Monica Khanna, Isaac Jacob, Anjali Chopra, 2018)
- "An applied predictive modeling of brand equity inducing social media brand-related engagement", (Bruno Schivinski, 2018)
I'm a master student at the Faculty of Economics of University of Porto. I contacted the authors directly, but no reply so far.
Hope that someone has a way to acess it and help me.
For some years i've been teaching the concept of Brand Equity in my classes, based on Aaker and Keller - lately solely on Keller. I find the idea itself very useful as a way to translate the added value of the brand to a company's market proposition; besides, companies may make the Brand itself as the most significant part of their proposition in certain industries and models (like licensing).
I understand Aaker tried for a company oriented definition and Keller for a consumer-based definition, but i think they complement each other; i would like to know if there were any newer authors, newer constructions, worth assessing.
(also, i find Kapferer more useful to other aspects of Brand Mgmt, and i confess i've had trouble in making deChernatony palatable for undergraduate level)
* can you help me to find the challenge (L'oreal group) ?
the question is ...
Critical evaluation of its corporate brand management (e.g. What are they?, How have they been performing?) *Effective application of appropriate corporate branding theories to evaluate the chosen corporate brand in relation to various corporate brand components. For example:
• Corporate brand identity? • Corporate brand equity? • Corporate image? • Corporate communication? • Etc.
*Awareness of challenges faced in corporate brand management in relation to those corporate brand components. For example: • How does the company vision permeate throughout its corporate brand? • How are the corporate brand values communicated through various corporate brand components (e.g. identity, image, reputation, etc.), and its brand architecture?
o Consistent? o Relevant? o Clear? o Competitive?
I would like to know how can we promote higher learning institutions to the current and potential customers(Students) and other stakeholders, to increase our recruitment, retention and brand equity strategy of such institutions.
Entrepreneurship is opportunity based concept? However, export entrepreneurship could be different from the general entrepreneurship since it is out of the context.
My current study is on Facebook marketing and its impact on brand equity. Though I found some useful articles, they do not reveal the theoretical foundation of their framework. Can someone please help me to find a theory which relevant to the social media marketing and brand equity?
I would like to carry out an empirical analysis on the impact of different marketing mix models on sales/brand equity/trials; therefore I am looking for any study or research using econometric models to understand the impact of marketing on sales.
Thank you in advance for your support.
How far have brand management scholars gone in their quest to come up with a common understanding of what the terms "brand" and "brand equity" mean?
In the attached paper, authors have calculated an Index for Multidimensional Brand Equity construct and also used an Overall Brand Equity latent variable as a 2nd order construct, than examined the correlation between them.
My question is; what is the difference between calculating an index and creating an high order more abstract latent variable for examining the effects of dimensions on the higher order construct?
Do we have to create an index, or can we just use an high order constract to compare the effects of the dimensions ?
Also, when creating an higher order latent variable, does the latent variable have to have an indicator representing each dimensions?
I am working on a paper " Measuring brand equity of educational institute imparting professional education"
The question is related to the accounting in Business. The addressed three financial statements are : SOFP , CFS and PL. Brand equity is considered on of the major intangible assets of a company, specially the well-known brands, the value of the brand is measured based on the marketing researches. Can please anyone explain if the calculated value should be positioned in any of above financial statements ?
Actually, I did a research on brand equity evaluation in bank service long time ago. Now, I am planning on doing a research about brand equity evaluation/measurement in the field of education, especially in university brand equity. I found this useful article from USA researchers, are there more research papers done about this topic?
I am searching for research paper related with celebrity endorsement effect on brand equity.
Can corporate social responsibility effect the decision of buying luxury brands?
Better to provide your input with certain context or region.
I am successful in developing tree maps, word frequency maps, cluster analysis map but i am not having mind clarity in terms of how to make a model in Nvivo. Some of the researchers' whom i consulted are of the view that one can make a self generated model or it is not must and some say that its a must.
Dear Research Gate community !
Do help me in this regard so that i can have a clear idea about the techniques and literature.
Thanks in anticipation.
I want to study that how trademark as a vital intellectual property can be sustained through IP governance and enforcement as only then the trademark could go towards becoming a brand.
One of the constructs of my research are intellectual property governance and brand equity and i want to know that in how many dimensions they connect with each other
I am using Nvivo for qualitative analysis and have crafted tree diagram, word frequency diagrams and cluster analysis from the interview transcripts. I have seen articles that have not given a model but still are considered good in terms of indepth study of their concerned problem area.
I want to know if there has been any work done on brand equity loss from marketer and consumer perspective as i am coordinating a work group, qualitative research, on it at PhD level.
I am doing a PhD level work on Qualitative descriptive research and for that i am need to know about any recent developments in techniques on it using Nvivo. I will be very thankful for those who can help me out it this endeavor. I am doing Qualitative research.
I have gone through the paper of Morgan and hunt on Trust and commitment and on the basis of which I am designing my research paper.
I am doing research on brand equity while using identity and consumer approach which are positivistic (marketer perspective) and constructivist (consumer perspective) in nature. I have observed that there is a connection between the two theories as both use cognitive theory.
I want to study the brand equity in the three biggest banks in the Philippines namely, BPI, BDO and Metro Bank. The closest framework I have so far is Keller's Framework on Consumer Based Brand Equity which is more of a marketing tool than an economic one.
Hope anyone can help me with this. Thank you!
Brand health measurement for categories like FMCG, durables and telecom services have a standard pattern of metrics considering higher involvement of customers. But in categories like general insurance and some financial services the familiarity and involvement level are rather low. There seems to be a need for improvised new metrics and pattern for measuring brand health in such sectors. What are your thoughts?