Research papers on customer based brand equity

Research papers on customer based brand equity
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CHAPTER 2: CUSTOMER-BASED BRAND EQUITY - Share research

3/9/2010 · – There is increasing discussion of the way in which quality of experience and brand equity are developed in the hotel industry. This study aims to review the hospitality and brand equity literature, thereby providing a conceptual framework for understanding hotel brand equity., – A comprehensive and extensive literature review helps develop a brand equity framework for the hotel industry

Research papers on customer based brand equity
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Brand equity Research Papers - Academia.edu

Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS Review, 6(1–2), 1–16. Abstract: “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the Journal of Marketing in 1993, was one of the early thought pieces and review papers on branding in the field. Written to be a

Research papers on customer based brand equity
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Research on brand extension feedback effects based on

5/12/2017 · The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market.

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Constructing Customer‐based Museums Brand Equity Model

Chernatony, 2010) and as such previous research on brand equity has tended to focus on the consumer perspective. Aaker (1991) and Keller (1993) developed the foundation for consumer-based brand equity research. From a cognitive psychology approach, Aaker (1991, p. 15) defines brand equity as “a set of brand assets and liabilities linked to a

Research papers on customer based brand equity
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Research on Influencing Mechanism of Customer-Based Brand

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 consu

Research papers on customer based brand equity
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Antecedents of Consumer Based Brand Equity of Consumer

(2018) Thakshak. Future Business Journal. This research develops and examines a customer-based Airline brand equity (CBABE) model and examines the mediating effects of Airline brand reputation on the relationship among CBABE and Airline brand trust. By means of …

Research papers on customer based brand equity
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Research papers on customer based brand equity | Research

3/12/2017 · Customer Based Brand Equity (CBBE) Customer based brand equity is a way of assessing the value of a brand in customers minds. To establish customer based brand equity Amazon should build the right type of experiences around the brand so that customers have specific, positive thoughts, feelings, beliefs, opinions and perception about the brand

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Educational Research Multimedia & Publications,India

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, managing, and measuring customer-based brand equity am discussed. The paper also presents managerial implications and areas where future research is needed.

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Measuring customer‐based brand equity | Emerald Insight

3/28/2014 · Brand Equity research proposal: Brand equity is the indicator of the value and popularity of the chosen brand of a company. Nowadays, the impact of brands on the success of a company can not be overestimated. The majority of firms survive only due to the fact that they have generated popular and credible brands which attract consumers’ attention.

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Research on the Influence of Customer Perceived Value on

Cobb-Walgren etal., 1995) focused on customer based brand equity in their research and employed the perceptual components of Aaker (1991) definition of brand equity. In their study hotel services were characterized as high financial and functional risk services. Results showed that the brand with the higher equity generated significantly

Research papers on customer based brand equity
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Aaker Brand Equity Model - The Brand Equity Model proposed

6/21/2019 · A third perspective, customer-based brand equity, looks at how consumers think, feel, and act with respect to the brand. When exploring change is the research goal, customer brand attitude is tapped regarding branding decisions that might result in repositioning or renaming products or services.

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The influence of brand equity on consumer responses

As an important part of brand management, brand equity is being studied and concerned by more and more scholars and managers. The research of brand equity has experienced the change from the early stage of the company’s financial angle of view to the customer’s angle of view; this article is mainly from the latter. In the research of customer perceived value, predecessors mostly start from

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Conceptualizing, Measuring, and Managing Customer-based

9/2/2011 · Findings – The findings in this paper support the three-dimensional model of customer-based brand equity in consumer electronics. Brand Association dimension was not found significant in the tested model for consumer electronics industry. Research limitations– Further research shall be done to examine brand equity across different Industry.

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[PDF] The Influence of Customer-Based Brand Equity on

Janghyeon Nam is an Assistant Professor of Hospitality Marketing at the College of Business and Economics in Kyungnam University, South Korea. His research interests include brand equity and consumer satisfaction in the hospitality industry. Email < [email protected] >. Yuksel Ekinci is a Professor of Marketing at the Business School in Oxford Brookes University and a Senior Research Fellow at

Research papers on customer based brand equity
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What Is Customer-Based Brand Equity? | Qualtrics

1/11/2015 · Sources of Brand Equity CBBE occurs when a customer has a high level of 1. Brand awareness 2. Brand familiarity 3. Has strong brand associations 6. Brand Knowledge = Brand awareness + Brand Image Brand Awareness- ability to identify the brand under various circumstances Brand Image- consumer’s perceptions about a particular brand 7.

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Building Customer-based Brand Equity of Domestic Brands

3/1/2016 · Customer-based brand equity. Some researchers with the consumer or marketing perspective refer to brand equity as customer-based brand equity. Subscribers to this approach tend to focus on the value created by marketing activities as perceived by customers (Mackay, Romaniuk, & Sharp, 1997). (In this paper, the term brand equity is used to

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A conceptual framework of hotel experience and customer

This research article is based on secondary data and it tries to explore the concept of customer based brand equity and its associated components. Discover the world's research 17+ million members

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An analysis of brand relationship with the perceptive of

The South African mobile telecommunications environment has become increasingly competitive, with non-traditional players like FNB and Mr Price joining the fold. Therefore, to succeed and ensure survival in such an industry, it is imperative for mobile operators to build brand equity as it ensures customer retention, repeat purchase patronage and safeguards the customer base from competitive

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Customer Based Brand Equity in the Fast Moving Consumer

(2018). Leveraging social media-based determinants to build customer-based brand equity of a retailer. The International Review of Retail, Distribution and Consumer Research: Vol. 28, No. 5, pp. 554-575.

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Assessing Customer-Based Brand Equity and Brand

Umesh Ramchandra Raut & Pedro Quelhas Brito, 2014. "An analysis of brand relationship with the perceptive of customer based brand equity pyramid," FEP Working Papers 526, Universidade do Porto, Faculdade de Economia do Porto. Handle: RePEc:por:fepwps:526

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Analysing customer based airline brand equity: Perspective

11/14/2013 · Asli D. A. Tasci, Exploring the analytics for linking consumer-based brand equity (CBBE) and financial-based brand equity (FBBE) of destination or place brands, Place Branding and Public Diplomacy, 10.1057/s41254-019-00125-7, (2019).

Research papers on customer based brand equity
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Constructing Customer‐based Museums Brand Equity Model

Academia.edu is a platform for academics to share research papers.

Research papers on customer based brand equity
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A Survey-Based method for Measuring and Understanding

7/6/2019 · By realizing that marketing activity can potentially enhance or maintain consumers’ awareness of the brand or the favourability, strength, and uniqueness of various types of brand associations, the customer based brand equity framework may provide the perspective that will enable marketers to take better short and long term marketing decisions.

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Customer Based Brand Equity - SlideShare

10/1/2012 · This study identifies the significant antecedents of brand equity for the fast moving consumer goods (FMCG) industry in India (hereafter referred as FMCG in the paper). The study is based on the conceptualization of brand equity by Aaker (1991). Data was collected from 826 FMCG consumers in five major cities in India.

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Research Proposal on Brand Equity | AnyFreePapers.com

Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer‐based

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Papers - Springer

This leads to the concept of the customer-based brand equity (CBBE) framework. The CBBE framework. Understanding the needs and wants of consumers and adjusting offers to satisfy them is at the heart of successful marketing. Brand equity emerges from differences in consumer response, which result from differences in customer brand knowledge.

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Keller’s Brand equity Model – CBBE Model - Brand Equity

Customer-based brand equity (CBBE) is used to show how a brand’s success can be directly attributed to customers’ attitudes towards that brand. The best-known CBBE model is the Keller Model, devised by Professor of Marketing Kevin Lane Keller and published in his mighty Strategic Brand …