Search Results - subject_exact:"Brand equity"

The impact of social media influencers on customers' perceived brand equity in the Bahraini automobile industry

Abdulla, Anas; Saberi, Maria - 2026

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015592496

Decoding generation Z purchase intention : the impact of brand awareness, brand equity, digital media content and emotions

Ademi, Lutfije; Zeqiri, Jusuf; Klopotan, Igor - 2026

This study investigates the impact of brand awareness, brand equity, digital media content, and emotions on the purchasing intentions of Generation Z in North Macedonia, those born between 1997 and 2012. Objectives: This study aims to analyse the underlying factors to be considered when...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015667918

Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670592

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Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Book / Working Paper

Banking on a corporate rebrand

Jaremski, Matthew; Mitchener, Kris; Rieder, Kilian - 2026

Book / Working Paper

Predictive Marketing Regarding Brand Awareness of Gen Z: Brand Equity, Digital Media Content or Emotions Lead to Purchase?

Ademi, Lutfije; Zeqiri, Jusuf - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015403931

The impact of brand equity on vertical integration in franchise systems

Kayed, Mohammad; Kacker, Manish; Wu, Ruhai; Sadeh, Farhad - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015437015

The role of consumer-based brand equity on the prolongation of trademarks

Pfeifer, Louisa Magdalena; Schreiner, Thomas F.; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015330582

Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling

Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015190421

Digital brand equity : the concept, antecedents, measurement, and future development

France, Stephen L.; Davčik, Nebojša; Kazandjian, Brett J. - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015422233

When food scanner apps outperform front-of-pack nutrition labels : a conditional process model to foster healthier food choices in times of growing distrust

Cornudet, Camille; Laporte, Marie-Eve; Berger-Rémy, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015464101

Assessing the impact of point-of-sale beer brand ads through consumer neuroscience research

Lukić, Darko; Starc̆ević, Slađana; Pitić, Goran - 2025

This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015468013

Emojis and consumer-based brand equity : mediation role of engagement

Sahoo, Debajani; Soni, Nitin; Mishra, Abhishek - 2025

Non-verbal communication tools, such as emojis, are an important means of persuasion for food delivery applications (FDAs). Using social exchange theory, the current research, conducted in India given its fast-growing FDA category, examines the impact of emojis on the different components of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015468111

Impact of physical vanity, achievement vanity and brand equity on the consumption of luxury skincare products

Wani, Showkat Khalil - 2025

The aim of this study is to evaluate the influence of physical Vanity, achievement vanity, and brand equity on luxury consumption in the skincare industry, considering the promising US$13.9 billion beauty and personal care market in India, as estimated by Euromonitor International. Data were...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015450497

Do ICT boost business-to-business satisfaction in times of uncertainty?

Gil Saura, Irene; Berenguer Contrí, Gloria; … - 2025

Tourism is a highly sensitive industry concerned about the social and economic consequences of instability. In this sense, it is vital to understand how relationships develop and what factors lead to satisfaction among the stakeholders. Most research on tourism has focused on analysing B2C...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015413562

The impact of the e-marketing mix on brand equity in the Jordanian banking sector

Afaishat, Tayseer Mohammad; Mahmoud Alghizzawi; … - 2025

This study aimed to identify the impact of the e-marketing mix on brand equity in the Jordanian banking sector. This study used a descriptive analysis approach. The study population consisted of all (13) commercial banks in Jordan listed on the Amman Stock Exchange. A random sample of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015433064

Analyzing the influence of sustainability benefits on chilean consumers' intentions to purchase refurbished smartphones

Kara, Ali; Spillan, John E.; Grunwald, Guido; Cabezas, … - 2025

This study examines the willingness of Chilean consumers to buy refurbished smartphones and how various benefits associated with these products, including sustainability advantages, influence their decision-making processes. Utilizing the consumer acceptance model for refurbished smartphones,...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015434442

Empirical validation of a new technique ("select-and-rank") to measure brand preference

Karantonis, Kosmo; Schnittka, Oliver; Farsky, Mario; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015446720

The impact of brand equity on vertical integration in franchise systems

Kayed, Mohammad; Kacker, Manish; Wu, Ruhai; Sadeh, Farhad - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015427543

Effect of brand inclusivity and brand personality on consumer-based brand equity in B2C market : moderating roles of gender and personal income

Almutairi, Essa Mubrik - 2025

The paper investigates the effect of brand inclusivity and brand personality on consumer-based brand equity. A survey design using cross-sectional approach to data collection was employed. Individual consumer of expensive luxury items constitutes the sample for the study. Convenience technique...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015612320

The destination and local brand equity role in shaping tourist’s loyalty : the moderated mediation effect of age and number of visits

Elalfy, Reem Mohamed; Elgazzar, Ahmed; El-Ashry, Youssra Y. - 2025

The current study adopts a unique approach in investigating the effect of destination brand equity and local brand equity on destination brand loyalty and local brand loyalty. It examines the direct influence of both destination brand equity and local brand equity on brand loyalty, as well as...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015614204

Does ethnocentrism work? : evaluating the effect of airlines service recovery strategies on airline brand equity

Nor Asiah Omar; Nur Aqilah Hazirah Mohd Anim; Jannat, … - 2025

The study aims to investigate how corporate social responsibility (CSR), service recovery effort, severity of service failure, and ethnocentrism affect service recovery satisfaction and airline brand equity among Malaysia Airlines passengers. Additionally, it explores how ethnocentrism moderates...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015607082

The influence of brand experience on brand loyalty in the electronic commerce sector : the mediating effect of brand association and brand trust

Sang Vo Minh; Mai, Chi Cuong - 2025

Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers' perceptions of brand equity. This study investigates the impact of brand experience on brand equity in Vietnam's e-commerce sector. Primary data were collected...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015607111

Evaluating the impact of brand equity on brand evangelism behavior with the mediating effect of brand trust : with special reference to the institutional market of power cable industry in Sri Lanka

Dharmawansa, A. D.; Madhuwanthi, R. A. M.; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015638050

Identifying positioning axes for building brand equity in cork fashion products

Pires, Paulo Botelho; Oliveira de Sousa, Fabiana; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015404139

Deciphering the impact of brand equity on financial analysts' stock price predictions

Sardashti, Hanieh - 2025

Employing a scenario-based behavioral experiment, we test the impact of disclosure of customer-based brand equity on the analysts' stock price forecasts. Our results suggest that financial analysts favorably factor customer-based brand equity information into their stock price forecasts. We also...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015669171

What I like! : the joint impact of attitude, perceived quality, and experience on brand loyalty: semi-parametric additive mixed modeling

Höfling, Tim; Walter, Nadine; Kuhlenkasper, Torben; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015667431

Customer-Based brand equity drivers: A leading brand of beer in Estonia

Coudounaris, Dafnis N.; Björk, Peter; Mets, Tõnis; … - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015424326

Branding fashion through gameplay: The branded gaming and the cool dynamics in the fashion markets. A game-theory approach

Alanadoly, Alshaimaa Bahgat - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015454514

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Branding fashion through gameplay : the branded gaming and the cool dynamics in the fashion markets. A game-theory approach

Alanadoly, Alshaimaa Bahgat; Suha Fouad Salem - 2024

Article

Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z: the moderating role of gender

Honores, Jorge Luis Canta; Barcellos-Paula, Luciano - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456551

Models of brand equity. A systematic and critical review

Gutiérrez, María Margarita Gutiérrez; Páez, Juan … - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456869

Corporate social marketing and brand equity – a case of dairy products in Vietnam

Vo, Thi Quy; Nguyen-Anh, Tuan - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456941

Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country

Sungnoi, Pattareya; Soonthonsmai, Vuttichat - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015457264

Impact of marketing mix elements on the brand equity of online food delivery services: an emerging economy perspective

Ahmed, Shamsad; Saad, Ahmed Tausif; Chowdhury, Sarwar Razzaq - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015457272

The role of brand equity and decoy effect on actual purchase of insulated water flasks

Ramizares, Jhasty Marie Z.; David, Ladine Abygael D. C.; … - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015457379

The perceived value of customers: Antecedents and its effect on word-of-mouth

Nguyen, Phuong-Linh; Phan, Dinh-Quyet - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015098731

Evaluating loyalty in South Africa's hotel industry: The effect of service quality and brand equity

Ragunanan, Sharmila; Cant, Michael C.; Wiid, Johannes A. - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015165716

How mortality salience hurts brands with different personalities

Landgraf, Polina; Stamatogiannakis, Antonios; Yang, Haiyang - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015057458

Customer experience quality with social robots : does trust matter?

Roy, Sanjit; Gaganpreet Singh; Sadeque, Saalem; Gruner, … - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015076494

Decoding viewer behavior : a multi-faceted exploration of marketing mix, brand equity, e-WOM, and perceived value in Indonesia's film market

Jaya, Faransyah Agung; Arief, Muhtosim; Suwitho, Msi - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014486650

Customer-Based brand equity drivers : a leading brand of beer in Estonia

Coudounaris, Dafnis N.; Björk, Peter; Mets, Tõnis; … - 2024

Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In order to achieve this goal, an empirical...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014526943

Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country

Sungnoi, Pattareya; Soonthonsmai, Vuttichat - 2024

This research study highlighted the factors that influence the brand equity strategy of halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-majority Muslim country. The study aimed to identify the influence of consumer behavior,...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014528192

Corporate social marketing and brand equity : a case of dairy products in Vietnam

Thi Quy Vo; Tuan Nguyen-Anh - 2024

The research conducted to study the impact of customers’ perceptions of corporate social marketing (CSM) on the multidimensions of brand equity in the case of dairy products in Vietnam. Research data was collected, through direct interviews, from 780 valid questionnaires responsed by customers...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014529020

The perceived value of customers : antecedents and its effect on word-of-mouth

Nguyen, Phuong-Linh; Phan, Dinh-Quyet; Nguyen Thi Uyen - 2024

Purpose: This study aims to investigate the antecedents of the customer's perceived value, including multi-channel integration and brand equity, and the impact of the perceived value on word-of-mouth. Design/methodology/approach: A quantitative approach by PLS-SEM was used in the research. This...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014490981

Exploring the relationship between co-creation (DART), brand experience strength, and brand satisfaction : a brand engagement perspective

Oklevik, Ove; Nysveen, Herbjørn; Pedersen, Per Egil - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014447767

Evaluating loyalty in South Africa's hotel industry : the effect of service quality and brand equity

Ragunanan, Sharmila; Cant, Michael C.; Wiid, Johannes A. - 2024

The hotel industry in South Africa is fiercely competitive, with a range of accommodation options from international chains to boutique establishments. Establishing and maintaining customer loyalty is essential for hoteliers to ensure repeat business and stand out in a crowded market. This study...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015154807

The impact of brand equity on profit premium in an equilibrium framework

Sándor, Zsolt; Szőcs, Attila; Wildenbeest, Matthijs R. - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015125488

Exploring the dimensions of NGO donor-based brand equity : a literature review

Rios Romero, Maria Jesus; Abril Barrie, Carmen - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015149412

Exploring the three-dimensional effect of corporate social responsibility on brand equity, corporate reputation, and willingness to pay : a study of the fashion industry

Gálvez-Sánchez, Francisco Jesús; Molina-Prados, Aida; … - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015098654

Strategic brand management in and through sport

Manoli, Argyro Elisavet - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015051757

Tracking time-varying brand equity using household panel data

Guhl, Daniel - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015133004

The role of brand equity and decoy effect on actual purchase of insulated water flasks

Ramizares, Jhasty Marie Z.; David, Ladine Abygael D. C.; … - 2024

This study investigated the impact of brand equity and the decoy effect on the purchase of insulated water flasks. This was done in order to address a gap in understanding the decoy effect's effectiveness across sustainable alternatives like insulated water flasks and their influence on consumer...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015449126