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AbstractWhile researchers have shown notable interest in influencer marketing for promoting customer-brand relationships, its impact on customer equity and, in turn, purchase intention warrants further investigation. This study explores how influencers’ quantitative metrics—including the number of “likes,” “comments,” and “shares”—displayed on their content affect purchase intentions through perceived message authenticity and customer equity. The data were gathered from 432 Facebook customers and analyzed by partial least squares structural equation modeling (PLS-SEM). The findings revealed that the number of “likes,” “shares,” and “comments” directly influences perceived message authenticity and indirectly influences customer equity drivers (including value equity, brand equity, and relationship equity) through perceived message authenticity. Customer equity drivers significantly influence purchase intention and mediate the effect of perceived message authenticity on purchase intention. This study is one of the few that focuses on demonstrating the relationship process through which influencers’ interactive content shapes customer equity and purchase intention. It extends the influencer marketing literature by adding new empirical evidence regarding the significant role of influencer marketing in maintaining customer-brand relationships, which receives a wide interest from researchers, practitioners, and social media marketers. [ABSTRACT FROM AUTHOR]

A mediation model of the interplay between customer-based destination brand equity and destination marketing in domestic tourists' satisfaction during a prolonged crisis is presented. The cross-sectional deductive study analyses data from n = 400 South African domestic tourists. The findings clarify destination marketing's direct positive effect on customer-based destination brand equity and domestic tourist satisfaction. Significantly, customer-based destination brand equity is an explanatory mechanism in destination marketing's influence on domestic tourists' satisfaction. This study contributes to the burgeoning but still limited knowledge of the role of destination marketing and destination-oriented brand equity in domestic tourists' responsive behavior amid crises. [ABSTRACT FROM AUTHOR]

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Research on the green promotion mix, green brand equity, and green purchase intentions has been fragmented. This study used the stimulus–organism–response framework to test the direct influence of green promotion tools on green brand equity dimensions and green purchase intention. A survey-based questionnaire was utilized to gather the data from participants who purchased milk products in Vietnam (n = 780). We analyzed the data using the partial least squares (PLS) method, a structural equation modeling (SEM) technique, with the assistance of SmartPLS computer program 3.0. The results reveal that green promotion tools have a significantly positive influence on green brand equity dimensions as well as green purchase intention. The results also reveal a relationship between green brand equity components, which is important for understanding corporate branding. The findings of this study provide valuable insights into how attitudes toward green advertising and sponsorship affect various elements of green brand equity, green purchase intention to generate and manage green brand equity, and green purchase intention. [ABSTRACT FROM AUTHOR]

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity. [ABSTRACT FROM AUTHOR]

Companies increasingly develop green marketing functions and target green consumer segments since "green issues" have become mainstream. This study evaluates the influence of consumers' perceptions of green marketing mix functions on brand equity dimensions in the Vietnamese milk industry. The quantitative research results, through direct interviews with 477 consumers, suggest that green marketing mix tools positively impact brand equity creation and inter-relationships among the dimensions of this brand equity. The results provide valuable inputs for manufacturers to commence green marketing programs and campaigns that fit discrete market segments to improve marketing performance and overcome green challenges. [ABSTRACT FROM AUTHOR]

Companies build strong employer brands to attract, motivate, and retain employees in crises, as it necessitates engagement and building relations with recruits. This study explores the application of gamification to employer branding and recruitment by analyzing organizational objectives for gamification. Game objectives were gamification-, recruitment-, and employer branding-related. We adopted a text analytics methodology and collected data—users' reviews (from Glassdoor and Google PlayStore) about the games they played during recruitment. The reviews showed positive and negative sentiments. We apply GAMEFULQUEST, including three components—immersion-related, achievement-related, and social-related—based on self-determination theory and related them to employer brand equity and employer brand engagement. [ABSTRACT FROM AUTHOR]

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 influencing tourist destination visit intention calls for further investigation of how tourist evaluates available destination. Using the opinions of 338 UAE nationals and a partial least squares-structural equation modeling (PLS) approach, this study empirically examines the impact of destination brand equity (i.e. destination brand image, destination brand awareness, destination brand loyalty and destination brand quality) and destination brand authenticity (Continuity, Credibility, Integrity, Symbolism) on tourists' intention to visit. The results revealed that both the constructs (i.e. destination brand equity and destination brand authenticity) significantly influence tourists' destination visit intention. The current study aims to address a vexing question of making a good memory of the tourists' destination and bringing more unexpected positive experiences. This study further provides some theoretical and managerial implications for the improvement of the tourism industry. [ABSTRACT FROM AUTHOR]

Corporate social responsibility (CSR) has become an international phenomenon, and while enterprises are engaging in related activities for the benefit of stakeholders, one might question whether CSR has a key driving role at establishing corporate reputation and brand equity. To address the issue, this research explores the causal impact of CSR and corporate reputation on brand equity by using structural equation modeling and fuzzy set qualitative comparative analysis. The findings from structural equation modeling show that CSR has a positive effect on brand equity and corporate reputation. In addition, fuzzy set qualitative comparative analysis identifies several causal configurations of CSR and corporate reputation in building brand equity. Overall, the driving factors of CSR and corporate reputation, depending on enterprise characteristics, have different impacts on brand equity. These results suggest that companies need to rethink their strategic actions for brand equity building. [ABSTRACT FROM AUTHOR]

Luxury is exclusive, expensive and provides social recognition. There is an emergence of masstige brands in Indian economy and also globally. Masstige brands are expressed as new luxury different from the traditional luxury though distinction needs more clarity. The current empirical study is from masstige consumer perspective and is exploratory in nature for understanding perceptions of Indian consumers through brand associations toward masstige brands in comparison to luxury brands based on free association method. Data was collected from 54 respondents. It is identified that masstige brands can be differentiated from luxury brands along functional, financial, social as well as individual brand values. The findings may be useful for masstige brands' marketers to develop promotional strategies. [ABSTRACT FROM AUTHOR]

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 houses. A questionnaire was used to collect data from guest house customers, yielding a total of 300 responses suitable for analysis. Structural Equation Modeling was used to test the hypotheses. The results revealed that web interactive elements of social interactivity, active control and synchronicity positively influence brand awareness, however, both social interactivity and active control influence brand image. Results also confirmed that brand awareness influences brand image. Brand experience and brand image also had an influence on perceived brand value, with the latter influencing affective commitment. Guesthouses owners are recommended to have websites that allow two-way communication. Websites should also have embedded features such as effective navigation tools which allow for active control. [ABSTRACT FROM AUTHOR]

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 of brand engagement and brand love upon overall brand equity and purchase intention. A two stage analysis was done on data collected from 548 respondents through a self administered questionnaire. In the first stage the measurement model was checked for reliability and validity, while in the second one, the strength of the relationships was ascertained in the structural model. The study enables an in-depth understanding of the antecedents of brand equity. It provides valuable theoretical insights on the determinants of brand equity formation. At the same time, it explores the effect of socio demographic variables like gender and usage. Brand love and overall brand equity mediate relationships. This study proposes a new branding model by simultaneously integrating variables that have been previously researched upon; brand love, brand experience, overall brand equity and purchase intention as one comprehensive model. This paper confirms that brand love and brand engagement are second order constructs and important brand mix elements. Brand engagement and brand love relationship is moderated by usage and gender. [ABSTRACT FROM AUTHOR]

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 quality resulting from sports sponsorship. The objective was also to understand the influence of sponsorship fit between event and sponsor on brand awareness and brand image. To date, extant research has been conducted in the developed world, mainly in the United States, Europe and Asia. Investigations of sports sponsorship in Africa are sparse. Marshaling the sports sponsorship and brand equity literature, the results show that sponsorship has a major role to play in building brand awareness and brand image. An important and unexpected finding is that the perceived appropriate fit between the sponsor and the sport event has a negative influence on brand awareness and brand image. The implications and recommendations are then discussed. [ABSTRACT FROM AUTHOR]

Social media marketing activities have been grasping considerable attention from marketers and researchers recently, as demonstrated by more research efforts investigating these relatively new marketing channels and their impacts. This study reports on a meta-analysis examining social media marketing activities (SMMA) relationships with brand equity (BE) and purchase intention (PI). A quantitative meta-analysis of 15 articles (n = 6282) is conducted in order to determine the effect sizes of these relationships. Furthermore, potential moderating effects have been investigated for two types of study characteristic variables; measurement characteristics (type of economic development, type of questionnaire employed, type of study quality), and context characteristics (industry type and sample type of social media). The meta-analysis results indicate a positive relationship between SMMA and BE (r = 0.57) reflecting a large effect, while SMMA relationship with PI (r = 0.43) indicates a medium positive effect. Moreover, the results of meta-regression show that context characteristics do not moderate the relationship between SMMA and BE or between SMMA and PI. As for measurement characteristic, only the type of study quality moderates the relationship SMMA and PI. Based on these findings theoretical and practical implications are presented. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM AUTHOR]

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 (A) that examines the attitude toward brand placed in the movie song; Part (B) relates to the measurement of brand personality and Part (C) examines the brand equity before and after seeing the brand in the movie song. The brand name in the movie song improved brand personality, brand equity, consumer attitude, and purchase intention and thus, can be extended in large film producers countries too [ABSTRACT FROM AUTHOR]

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, 615 consumers of automotive brands were surveyed and the data collected were analyzed with SEM. Relying on the CSRM, this study hypothesizes positive relationships between social media advertising, social media promotion, social media interactive marketing, CBBE and consumer response. The findings reported in this research demonstrate that social media advertising and promotion are positively related to CBBE. Also, CBBE and social media promotion are positively related to consumer response. However, the findings of this study demonstrate nonsignificant relationships between social media interactive marketing and CBBE, social media advertising, interactive marketing and consumer response. [ABSTRACT FROM AUTHOR]

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 resonance is the most valuable. This research applies the CBBE model to higher education specifically to business schools to understand factors influencing brand resonance among alumni (as past customers). The empirical evidence indicated that behavioral loyalty and sense of community create feelings of gratitude which impacts brand resonance among alumni. Marketing communication to alumni should be personalized to foster sense of community creating strong emotional bonds leading to reciprocal relationships. [ABSTRACT FROM AUTHOR]

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 brands on the minds of the consumers. The present study combines Yale attitude change model and attribution theory to examine the effects of credible online reviews on brand equity dimensions. The present study views, through the lens of Yale attitude change model, the various factors that affect credibility evaluation of online reviews. Further, attribution theory is used as the theoretical backbone to analyze the effects of credible online reviews on brand equity dimensions and finally on purchase intention. This study uses structural equations modeling (SEM) to investigate the impact of online credible reviews on customer based brand equity (CBBE) dimensions and its consequence on consumer behavior (purchase intention). Results indicate that source and review quality are the most important factors that affect consumer's credibility evaluation of a review. Online credible reviews have more significant impact on brand awareness, perceived value and organizational associations and thus leads to consumer's purchase intention in the context of consumer electronic products in India. [ABSTRACT FROM AUTHOR]

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, and investigate how the cultural characteristic of uncertainty avoidance moderates the impact of SOL/D advertising attitudes on purchase intentions. Managerially, the research demonstrates that SOL/D appeals offer value in predicting (a) consumer-based brand equity through advertising polysemy, (b) consumers’ advertising attitudes across different cultures, (c) consumers’ intentions to purchase, and (d) advertising differences and varying consumer responses in the United States and Britain. [ABSTRACT FROM PUBLISHER]

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. [ABSTRACT FROM AUTHOR]

This article focuses on the choice of franchise by a potential franchisee, opening an outlet for the first time. The aim is to analyze the relationship between two signals—brand equity and price—sent by the franchisor, and the choice of franchise. Signaling theory provides the method to analyze this relationship. Using data panel methodology, we conclude that brand equity, up-front franchise fees, and initial investment are the signals taken into account by Spanish franchisees when starting up franchise stores between 2002 and 2008. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM AUTHOR]

This article considers product placement as an advertising vehicle. The topic has been the subject of debate, consultation and policy making in the United Kingdom for several years, both as a matter of principle and as a requirement of EU Directive implementation. Product placement had been banned since 1954. It is now legal but limited. The article begins with a brief, historical and transatlantic view of this promotional activity. Despite resolute government statements about preserving the ban, the same administration later reversed its view. It is suggested that the change is not to obtain commercial advantage, but to avoid commercial disadvantage. It is submitted that despite the uproar these changes caused, they will only marginally affect audiences and revenues and that they amount to a reversal rather than a revolution. [ABSTRACT FROM PUBLISHER]

Using the theoretical framework of consumer-based brand equity, this paper reports findings from a cross-sectional survey, measuring the comparative brand-building effectiveness of sponsorship for new and established brands. Results suggest that sponsorship is capable only of building awareness for new brands, while for an established brand, sponsorship exposure is found to impact positively on brand associations, perceived quality and brand loyalty. The need for an underlying level of brand knowledge for image transfer to occur is proposed, suggesting that the brand-building role of sponsorship is one of reinforcement, rather than creation. The findings have practical implications relating to sponsorship selection. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM PUBLISHER]

We examine the effects of traditional advertising and/or promotional items in the formation of brand equity for a new brand. In a two-part experiment, subjects first reviewed a print ad and received a promotional item that did (or did not) relate to the advertised brand. Nine days later, the subjects provided measures of brand equity for the new brand. The findings indicate that (a) combining a promotional product with traditional advertising results in greater levels of brand equity and (b) using a promotional product with or without traditional advertising results in a greater likelihood of a future visit to the brand's website. [ABSTRACT FROM AUTHOR]

The idea of country branding, while controversial, has gained broad acceptance and is actively practiced at the national and regional levels. A number of new research studies are indicative of the growing interest and importance of the topic. This article focuses on practical opportunities for South Africa to become more adept at using marketing communications to promote itself to critical international audiences. [ABSTRACT FROM AUTHOR]

This article links the integrated marketing communications (IMC) concept to the planning process in marketing. Following the current conceptualizations as a combination of various marketing communications tools, IMC strategy is applied to an established strategic market planning model named time Boston Consulting Group (BCG)'s growth-share matrix. Advertising, public relations, sales promotion, and direct marketing are defined as crucial elements for the core scheme. Alternative strategies for brands in different stages are identified from the product portfolio analysis. The view may also be thought of as the ongoing process of building and maintaining brand equity for consumers in time long-term period. Conceptual discussions are expected to help marketers think more strategically as they plan IMC programs for their products or services. [ABSTRACT FROM AUTHOR]