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The tourists' decision to visit the desired destination stems from an image created in their minds because of the marketing strategies of their destination. A lack of research regarding factors inf...

The purpose of the study was to examine the influence of web interactivity and brand experience on the perceived brand value of guest houses, and ultimately, affective commitment toward guest house...

In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect o...

This study scrutinizes the influence of sport sponsorship on brand equity in South Africa. It examines the impact and contribution of brand awareness, brand image, brand loyalty and perceived quali...

Social media marketing activities have been grasping considerable attention from marketers and researchers recently, as demonstrated by more research efforts investigating these relatively new mark...

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...

The article aims to find out the impact of brand name used in the movie song lyrics on its brand equity, consumer attitude, and brand personality. It is a primary research, which consists of Part (...

The main objective of this study is to examine the roles of firm-created contents (FCCs) on social media in enhancing consumer-based brand equity (CBBE) and consumer response. In this study...

In branding literature, the customer-based brand equity (CBBE) model developed by Kevin Lane Keller finds many applications. The CBBE model involves six brand building blocks out of which brand res...

Building on social-identity theory, the research develops a model for understanding of the impact of consumer identification with a nation on consumers' brand evaluations. It posits that developing-country consumers' identification with a foreign (developed) nation influences three factors—consumer-based brand equity, consumer-based country image, and consumer-based brand credibility. The research was informed by data from 400 Vietnamese consumers in relation to two Japanese brands Sony and Honda and analyzed using structural equation modeling (SEM). The findings show that Vietnamese (developing-country) consumers prefer Japanese (developed-country) brands over domestic brands, when these consumers identify with the developed nation.

This study developed and tested a new Lovemarks scale that can measure market positions representing love and respect for a sport team or club. Based on exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and nomological network analysis, the research establishes the validity and reliability of the scale for football and basketball teams. This Lovemarks scale for sport teams represents the marketing brand equity for sponsors, advertising, merchandising etc. and provides a new way to classify sport spectators; the “Lovemarks Fans”; “Performance & Quality Fans”; “Fads Spectators”; and “Spectators”.

Consumers are using social media platform to gain and share knowledge on brands. In the virtual environment, consumers are exposed to various online reviews on brands that leave an impression of br...

Prior research has not verified the theoretical or practical value of slice-of-life and slice-of-death advertising appeals in relation to advertising and branding constructs like advertising polysemy and consumer-based brand equity. The authors make conceptual, measurement, and managerial contributions to this research issue dealing with slice of life versus death advertising appeals. Across three studies, the authors measure, evaluate, compare, and contrast slice-of-life and slice-of-death (SOL/D) advertising appeals across British and American cultures. The authors demonstrate the interrelationships of SOL/D appeals with advertising polysemy, consumer-based brand equity, cultural differences in advertising attitudes, and purchase intentions. From a measurement perspective, the authors develop and validate parsimonious measures of slice-of-life and slice-of-death (SOL/D) advertising appeals. Furthermore, they test the assumptions that underlie these appeals for United States and British customers...

This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two un-successful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brands as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.

The research proposes and measures “stereotypical—polysemy—brand equity” framework for investigating African-American stereotypes and how the framework relates to advertising polysemy and consumer-based brand equity. The results demonstrate that positive stereotypes may result in both positive and negative polysemy; where positive polysemy strengthens the brand equity, and negative polysemy may not exhibit a negative influence on consumer-based brand equity. The research propagates practical implications for the advertising industry by signifying the usage of purposeful advertising polysemy for strengthening consumer-based brand equity through African-American stereotypes.

First introduced as a way to promote an artist's music, the music video now serves as a communication tool that influences viewers’ consumption patterns across a variety of product categories. Through the use of a quasi-experiment, the effects of the artist-brand relationship and brand prestige on consumer brand interest are examined. Findings indicate that characteristics of the focal brand as well as the brand's link with an individual in the video may especially impact a consumer's interest in owning a brand. Managerial and scholarly implications are also advanced.

This article surveys the effects of the individual's attitude toward advertising and nonmonetary promotions besides other subjects, namely advertising cost and monetary promotions on brand equity. It has been surveyed on 392 consumers in Iran. Its results prove the effective role of the individual's attitude toward advertising in promoting the brand equity. The deficiency of advertising in affecting the perceived quality and brand association, and the inefficacy of nonmonetary promotions on brand equity are the fascinating ramifications. In addition, the findings show that businesses can improve the process of the brand equity management by contemplating the relations between the dimensions of the brand equity.

Brand experience may contribute more to promotional efficacy than concepts such as brand personality/associations/equity/value/attitudes. Yet, little is known about whether managed advertising efforts might evoke more desirable brand experiences and promotional outcomes as a consequence of consumers’ brand experiences. This study examines antecedents and consequences that may be associated with brand experiences. Attitude toward brand name, connectedness to celebrity endorser, message fit, and visual imaging were investigated as antecedents. Brand attitude and brand distinctiveness were examined as consequences. The resulting insights add managerial rigor to advertising processes that currently are often managed more by gut than by reason.

The concept of brand equity has been debated for many years but there is no consensus as to what it means, what it comprises, and how it is measured. This paper adopts the perspective that brand equity is context-specific and investigates its conceptualization from a cross-cultural perspective, with the use of a standardized questionnaire administered in four distinct cultures. The findings suggest a seven-dimensional construct. Inherent differences exist, however, between the respondents of the different cultures as to the strength and composition of each dimension. Further, the paper establishes the positive effect of brand equity on purchase decisions.

Public relations and advertising textbooks either ignore or treat the old fashioned press agent with contempt. Yet the origin of modern day sports and entertainment promotion dates back to a group of press agents who made important contributions to the marketing communication tactics we take for granted. From 1884 to 1917, the promotion of Buffalo Bill' Wild West incorporated advertising, public relations, and integrated marketing communication strategies and tactics. Many of these tactics are still in use today. A case will be made to view Buffalo Bill as a „brand“ By doing so, the promotion of the Wild West takes on a new meaning. Buffalo Bill' press agent, John M. Burke, for more than 30 years increased the „brand equity“ of the Buffalo Bill product through effective and strategically sound advertising and public relations campaigns. For example, building upon the long circus tradition in American folk culture, Burke staged parade events headed by Buffalo Bill to generate major press coverage ...

This paper intends to establish the relationships among variables in corporate communications, especially between advertising and public relations, and to form an evaluation model for integrating the effects of brand equity and the company's reputation in the context of integrated marketing communications (IMC). A new approach for integrating the effects of brand equity and the company's reputation was introduced and the IMC evaluation model was specified for testing. The proposed model was tested with existing secondary data. The outcomes indicated that both brand equity and the company's reputation have significant impact on revenues and showed the positive relationship between brand equity and the company's reputation in the proposed model to justify the need of IMC in overall corporate communications.

Sales promotion tools are assuming increasingly im- portant roles in brand marketing strategies. A conceptual promotion model is proposed to capture the similarities and differences in the price and display based promotional practices and their effects on market shares for brand leaders. challengers and followers. Using a two stage econometric analysis, we observe a clear gradation in the effects of promotions on the market shares of these three categories of brands, respectively. The way in which price-promotion and dis- play decisions are coordinated is also found to be different for these three brand categories.