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Value co-creation for service innovation is a rapidly developing concept in the current competitive market. Prior studies emphasize the conceptual aspects of the value co-creation, with limited research focusing on the interactive effects between firms and their customers created in the process of value co-creation. We propose a framework for synthesizing the interactive concepts associated with service innovation based on the service-dominant logic. We recruited participants (N = 448) from 11 sports clubs in Iran. Results indicated that openness and consumer engagement facilitate value co-creation, which in turn leads to perceived service innovation. Furthermore, perceived brand interactivity moderated the mediating role of value co-creation in the relationship between consumer engagement and perceived service innovation. Results from this research suggest openness and consumer engagement are key antecedents of value co-creation and highlight the significance of perceived brand interactivity and value co-creation in promoting service innovation at sports clubs. [ABSTRACT FROM AUTHOR]

Switching power supply is widely used in industrial equipment, household appliances, and other fields due to the advantages of high integration and lightweight. Voltage sags can seriously affect the output voltage of switching power supply and the working condition of its power supply equipment; at the same time, the working scenarios of power equipment using switching power supply often have different level of harmonic problems. Considering the continuous innovation of switching power supply technology, the previous analysis and test results on the effect of voltage sags and harmonics on switching power supplies may no longer be applicable. The paper reveals the mechanism of the effect of harmonic alone as well as voltage sag superimposed harmonics on the output voltage of the switching power supply. Then the test research program was developed, and four different brands switching power supplies were selected for the test research, with which the effects of different amplitude voltage sags, harmonics with different frequencies and distortion, as well as voltage sag superimposed harmonics on the output voltage of switching power supplies were investigated. The results show that the tolerance ability of switching power supplies to voltage sags has been improved compared with previous switching power supplies, and the harmonic itself has less effect on the output voltage of switching power supply, but the joint action of harmonics and voltage sags will have a greater effect on the output voltage of switching power supply. © 2024 Institute of Electrical Engineers of Japan and Wiley Periodicals LLC. [ABSTRACT FROM AUTHOR]

AbstractThis research focused on brand activism campaigns in a global marketing context. It explored how consumers judge a brand’s activism authenticity. An online survey was conducted in Italy. Data were analyzed using a structural equation modeling approach. According to the findings authenticity strengthens the relationships between brand value congruence and consumer-brand identification, and the relationship between consumer-brand identification and intention to support an activist brand, respectively. However, it does not moderate the relationship between consumer political ideology and intention to support an activist brand. These findings suggest considering factors beyond authenticity, particularly consumers’ political ideology when designing brand activism campaigns. [ABSTRACT FROM AUTHOR]

We explore affective registers that characterise game-angling, particularly fly-fishing, through a critical engagement with the discursive and visual strategies employed in a key game-angling periodical, Trout and Salmon magazine, across a period of sixty years. We examine how angling brands and textual utterances evoke the affective and emotional states of becoming and being an angler, and in doing so bring the sport into a state of being and becoming in which traditional and modern values work with, and in tension to, each other. We focus on three interconnected themes. First, the extent to which the practice of angling is mediated by specific brands and technologies which blur the boundaries between the natural and the artificial. Second, the extent to which branded technologies and brand values foster angling practices that either adhere to or deviate from traditional understandings of what game-angling is and entails. Third, the ways in which dominant tropes conceptualise, frame, and canonise idealised game-angling spaces and spatial practices. We conclude with an exegesis that game-angling texts and brands tell us much about what it is to be human and animal in the choreographing and enactment of this ever-popular and ever-evolving, yet anchored, leisure world. [ABSTRACT FROM AUTHOR]

This paper examines whether, following a prolonged health crisis, the offer of a tourist destination coupled with the use of health and safety protocols at the destination, influences brand equity and intention to visit. Specifically, it (a) examines whether the indoor/outdoor activity offers influence brand equity and intention to visit, (b) demonstrates whether health and safety protocols influence brand equity and intention to visit, and (c) tests whether there is a moderating effect by the use of health and safety protocols in destinations specializing in indoor, rather than outdoor, activities. The study is based on an experimental design in which the type of offer (out/indoor activities) and the use of anti-covid protocols versus their non-use were manipulated. [ABSTRACT FROM AUTHOR]

Brand awareness serves as a crucial factor in setting apart educational institutions amidst competition and enticing potential stakeholders. Utilizing video content emerges as an effective avenue for conveying a university's ethos and values, thereby enriching brand recognition. This study endeavors to explore impactful strategies in video content creation aimed at fortifying the brand awareness of Universitas Pesantren Tinggi Darul Ulum (Unipdu). Employing a qualitative methodology, the research employs in-depth interviews, focus group discussions, and content analysis to glean insights from Unipdu stakeholders. Through thematic analysis, recurring patterns and themes concerning effective video content strategies for brand awareness are delineated. The findings unveil Unipdu's alignment with branding theory, accentuating the emphasis on brand identity development, strategic positioning, and the cultivation of brand equity. Concurrently, content marketing strategies, tailored to each stage of the buyer's journey, are implemented to effectively engage prospective students. In conclusion, Unipdu's concerted efforts in strategic branding and content marketing, underpinned by theoretical frameworks, have propelled the university to the forefront of the education sector. By harmonizing content strategies with audience requisites and assessing effectiveness, Unipdu not only bolsters its brand perception but also beckons stakeholders, thereby fortifying its competitive edge. [ABSTRACT FROM AUTHOR]

In the context of the developed economies, recent political economy scholarship has highlighted the growing role of intangible assets (brand equity, software, business processes, patents etc.) in corporate portfolios. Much of this literature has emphasized how intangible assets erect barriers to entry, produce artificial scarcity of key inputs, enhance the pricing power of firms and thus lead to greater and greater levels of concentration. Being as they are monopoly rights and privileges, intangible assets represent the relational power of their owner vis-à-vis those excluded from their ownership. While much of this literature has focused on the developed world, this paper turns its gaze to the case of a developing country and analyzes the patterns and trends of intangible assets for a sample of Indian firms for the period 2000–2022. The analysis reveals a substantial acceleration in the weight of net intangible assets relative to net physical assets, especially after 2008. It also suggests that the largest and most powerful corporations are the ones that have contributed to this spike. Ranked by assets, sales and ownership category, the results show that intangible asset accumulation has been the strongest in the highest echelons of the corporate hierarchy. Moreover, the patterns of intangible asset accumulation have been such that they have not been restricted to the traditional "rentier" sectors in the sense that their presence in the "productive" sectors has been as important if not more so. By focusing on firm-level patterns of intangible asset accumulation, the results show the internal and necessary connections between accumulation and value capture that undergirds modern day capitalism in the Southern peripheries. [ABSTRACT FROM AUTHOR]

The worldwide climate emergency has made it imperative for financial institutions to adopt a proactive attitude towards sustainable business practices. However, little has been done to develop an integrated framework that would enhance the purchase intention for banks using green initiatives and thus facilitate the green economy. This study summarizes the literature on four constructs – green brand image, green brand equity, green brand trust and green purchase intention – into a framework, has developed five hypotheses, and validated them empirically using structural equation modelling in the Indian Banking sector, thus addressing a very important research gap. The findings reveal a positive relationship between four constructs in the framework with a partial mediating effect of green trust between green brand image and green brand equity. The findings of the study have pertinent theoretical, managerial and social relevance and will benefit researchers, policy makers and stakeholders worldwide to design green banking strategies for a resource-efficient future. [ABSTRACT FROM AUTHOR]

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]

AbstractThis study investigated the travel decision motives and the decision-making factors influencing wedding tourism, and the factors that pull people to choose a specific wedding location destination. A structured online questionnaire was distributed to 101 brides and grooms that have already done or they have scheduled to experience wedding tourism. Multiple linear regression analysis was used to test the research hypotheses, and the findings revealed that perceptions of a wedding destination influence its destination brand equity. Furthermore, travel decision motives have the highest impact on the wedding destination decision-making process, followed by health and safety standards and service quality. These findings provide insight into the factors that affect the appeal of a wedding destination in the tourism market. [ABSTRACT FROM AUTHOR]

We explored the relationship between green packaging design and green purchase intention from the perspective of consumers by conducting a bootstrapped mediation effects analysis and a multiple mediation analysis with 513 users of a brand in China that has green packaging. The results revealed that green packaging design had a strong positive impact on green purchase intention, and this relationship was mediated by perceived environmental friendliness, green brand equity, green brand attitudes, and green brand relationships. In addition, green packaging design influenced green purchase intention through the paths from environmental friendliness to green brand equity, and from green brand attitudes to green brand relationships. The findings of this study offer guidelines for green marketing efforts. By adopting green packaging designs and promoting environmental friendliness, companies can enhance their green brand equity, which can, in turn, positively influence consumers' green purchase intention. [ABSTRACT FROM AUTHOR]

Festival branding is of great significance to festival tourism marketing and competitive advantage. The research framework deepened the application of the Customer-Based Brand Equity (CBBE) model by integrating destination and product familiarity as well as two moderators of perceived value and community involvement, to elucidate the complex mechanism of festival brand co-creation. The Qingdao International Beer Festival was chosen as the research background for this study. Both quantitative and qualitative findings revealed that festival brand co-creation is significantly relevant to product and destination familiarity, association, image and attachment to a festival brand, perceived value and community involvement. [ABSTRACT FROM AUTHOR]

AbstractCelebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity endorsement effectiveness. We investigate the impact of celebrity endorsement strategies on brand image and brand identification and how these factors, in turn, influence brand equity, across markets. Data were collected through an online survey addressed to two markets: Portugal, and Moldova. A total of 365 valid answers were obtained, 195 from the Portuguese market, and 170 from the Moldovan market. Partial least squares structural equation modeling was used to test the hypotheses. The results indicate that the attitude toward the celebrity endorser has a significantly positive effect on brand image and a significantly positive effect on brand identification, only in the Moldovan market. In both markets, brand image and brand identification positively influence brand equity. [ABSTRACT FROM AUTHOR]

This study searches into the critical aspect of branding and reputation management within the dynamic view of the healthcare industry. This research aims to provide actionable insights for healthcare organizations to navigate the complexities of building and maintaining a strong brand identity by comprehensively analyzing the multifaceted aspects of healthcare branding, including its foundational principles, strategies, challenges, and opportunities. The research problem centers on identifying gaps and challenges in current healthcare branding and reputation management practices, recognizing the pressing need for systematic examination within evolving patient expectations, competitive pressures, and regulatory environments. This study offers a nuanced understanding of these critical areas through a structured exploration of healthcare branding's fundamental significance, strategies employed for reputation management, and identifying existing challenges and opportunities. Drawing upon Brand Equity Theory, which underscores the value of a brand beyond solid assets, the study explains the role of brand equity in shaping patient perceptions, organizational success, and overall health outcomes within the healthcare context. Furthermore, the research outlines future avenues for investigation, including the impact of emerging technologies, longitudinal assessments of branding initiatives, data-driven insights, ethical considerations, and collaborative co-creation strategies. This study aims to advance knowledge and practice in healthcare branding and reputation management by addressing these areas and empowering healthcare organizations to enhance patient experiences, organizational performance, and public health outcomes in an ever-evolving healthcare view. [ABSTRACT FROM AUTHOR]

Enhancing the capacity of a luxury brand to stir a deep connection with customers has always been the focus of practitioners in the luxury industry. This study explores the potential role of social media in converting attachment with a luxury brand into desirable marketing outcomes. The relationships between "luxury brand attachment," "motivation," "social media usage," "word-of-mouth," and "purchase intention" are examined to understand the drivers and outcomes of luxury brand attachment in social media. A questionnaire was administered to a sample of 341 social media users on various platforms. Data were analyzed using SPSS and Amos. The results revealed that the most important attribute generating luxury attachment in social media is the capacity of a luxury brand to show prestige and status. The direct relationship between luxury brand attachment and purchase intentions is nonsignificant. A stronger attachment to a luxury brand does not entice direct intention to purchase it unless certain motives drive consumers' luxury engagement in social media. These insights can guide marketing managers in creating effective strategies for their luxury products. [ABSTRACT FROM AUTHOR]

This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM‐SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in‐depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies. [ABSTRACT FROM AUTHOR]

Multi-criteria decision analysis (MCDA) applications consist of techniques that enable the decision maker to make clearer decisions in scenarios where there is more than one alternative and criterion. The general approach for sensitivity analysis in MCDA applications implies sensitivity to the weight coefficient. In this study, as an alternative approach, we reinterpret sensitivity by using the statistical relationship between the final ranking produced by an MCDA method and a constant external factor. Thus, we both verify through an anchor and reveal to what extent the change in the weight coefficient changes the external relations of MCDA. The motivation for this study is to propose an alternative sensitivity methodology. On the other hand, brand value is a parameter that contains critical information about the future of the company, which has not integrated into financial performance studies made with MCDAs before. To that end, the financial performance of 31 companies with the highest brand value in Turkey and trading on Borsa Istanbul between 2013 and 2022 was analyzed with seven different MCDA applications via integrating brand value into the criteria for the first time. The study's findings revealed that the proposed innovative sensitivity tests produced similarly robust results as traditional tests. In addition, brand value has been proved to be an advantageous criterion to be implemented into MCDAs for financial performance problems through the sensitivity analysis made. [ABSTRACT FROM AUTHOR]

In this study we investigated the relationship between happy songs and store brand equity. In particular, we emphasized two pivotal components of brand equity (store brand image and store brand awareness), and explored the underlying mediating mechanism of these relationships.  A survey study was conducted in a fashion store, where 266 customers (127 men and 99 women) reported their perception of happy songs, store brand image, and store brand awareness. Structural equation modeling revealed a positive relationship between happy songs and store brand image, and this link was, in turn, positively related to store brand awareness. Thus, store brand image played a mediating role in the relationship between happy songs and store brand awareness. This study contributes to better understanding of the relationship between store music and store brand equity, providing practical insights for retailers to build brand equity by using music cues in their stores. [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]

Drawing on the perspective of ritualised leisure experiences underscored by the theory of interaction ritual chain, this study attempts to demystify the seemingly irrational and ineffable long queues of Chinese customers for a bubble tea brand which is only priced modestly. A four-factor scale of ritualised leisure experiences was conceptually proposed and empirically assessed with survey-derived data. Meanwhile, the research variables of subjective vitality and customer loyalty were incorporated to account for the cognitive and affective processes activated and engaged in the ritualised queuing experiences. Modelling results report that the confirmed scale of ritualised leisure experiences exerts positive effects upon customer loyalty, as mediated by subjective vitality. Meanwhile, young Chinese females have been profiled as the outstanding force shaping and reinforcing the queuing culture, claiming and asserting their own sway of leisure discourses in contemporary China. This study expands knowledge on rituality in leisure contexts, and offers references for leisure practitioners in better embedding ritualised components into the brand equity of leisure products and services. [ABSTRACT FROM AUTHOR]

Politicians will cultivate their personal vote if electoral rules foster competition within parties. We examine how the value of the party brand in the competition between parties affects how politicians attempt to build up their personal vote. Theoretically, if party valence is low, intra-party crowdedness intensifies, since a given number of candidates must vie for a smaller number of expected seats. In addition to this first mechanism, a poor party brand should generally (under weak assumptions about candidates' beliefs) encourage less party-oriented and more person-oriented candidate campaigns. Empirically, we examine this argument in the context of the 2011 Irish legislative election. The incumbent Fianna Fáil struggled with its toxic party brand, as it was widely regarded as being responsible for the crash of the Celtic Tiger, whereas Fine Gael consistently led the polls. A content analysis of our own collection of campaign leaflets suggests that, in 2011, Fianna Fáil candidates ran much more personal campaigns than their Fine Gael counterparts, even when adjusting for the level of intra-party competition. For the campaign four years earlier, candidate survey data do not suggest such a difference. These findings suggest that low party valence contributes to personal vote-seeking. [ABSTRACT FROM AUTHOR]

The aim of this study is to examine the research models of doctoral theses published on brands subject in 2020-2023. For this aim, the content analysis of the doctoral theses retrieved from the database of the YÖK National Thesis Centre was carried out using PRISMA 2009 Flow Diagram. Secondary data sources obtained from 85 doctoral theses evaluated were analyzed using VOSviewer and UCINET programs. As a result of the analyses, a total of 40 brand concepts were evaluated in the research models of doctoral theses published on brand concepts. It can be seen that some similar brand concepts have been evaluated in the research models of relevant theses in all years. Brand loyalty, brand equity, brand image, brand quality, brand trust, brand satisfaction, brand experience, brand awareness, brand attitude and brand love are the common motor structures with high link strength that are evaluated in most of the dissertations. However, the concepts of brand loyalty, brand trust, brand quality, brand equity and brand image, which have a higher number of direct ties and eigenvector values, are the leading actors. The results of the study are discussed and implications are provided. [ABSTRACT FROM AUTHOR]

Higher Education Institutions (HEIs) providing online education have been facing challenges in an increasingly competitive market. Consequently, brand equity has gained importance. This study takes a holistic approach and identifies the antecedents of brand equity and the impact these have on building brand equity of online universities. Data was collected from 242 E-learners studying in online universities in United Arab Emirates, Saudi Arabia and Kuwait. The research model was empirically tested using structural equation modeling. The findings support four of the six hypotheses. Learning environment, reputation, career prospects and corporate social responsibility influence brand equity. This study contributes to the literature by offering a deductively generated model to guide future research on brand equity related to online universities. The findings of this study offer practical insights and managerial implications for university administrators engaged in building a brand equity. Detailed discussion of the theoretical and practical implications concludes the paper. [ABSTRACT FROM AUTHOR]

This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online questionnaires was analyzed using structural equation modelling. The findings show that HEI attitude fully mediates the relationship between SI and HEI fully on CI while partially mediating BE's relationship with CI. This study contributes to the theory by providing a model to measure HEI CI that reflects the important role of attitude during HEI choice. Findings also provide guidance to the practitioners in terms of suggesting marketing strategies to be competitive, especially in the new education outlook emerging from COVID19 experiences. [ABSTRACT FROM AUTHOR]

The concept of user-centered design has recently been accepted in contemporary design teachings and has created new perspectives in the design field. This article aims to evaluate the contemporary mosques built in Türkiye from a user-centered perspective. In this context, first of all, the concept of user-centered design was included and the necessity of a pluralistic environment in decisionmaking processes was emphasized in order to create an ideal publicity phenomenon. In the context of the conceptual framework created, contemporary mosque examples built in the 21st century were selected and presented to the preference of architect and non-architect participant groups. Decision criteria that are thought to affect the choice of participants are aesthetic value, material and workmanship, dimensions of the building, religious symbols in the building, and the brand value of the building. These factors, which may be effective in the choice of contemporary mosques, were evaluated with the Analytic Hierarchy Process method. Accordingly, it was observed that the main criteria constituting the contemporary mosque preferences of the architect group were aesthetics, the brand value of the building, material, and workmanship criteria. On the other hand, the main criterion constituting the contemporary mosque preferences of the non-architect group was the presence of religious symbols. Accordingly, it was observed that architectural profession ideologies affected and differentiated the reasons for preference. As a result, it was concluded that the ideology of the architectural profession is effective in the construction process of the contemporary built environment. [ABSTRACT FROM AUTHOR]

Social media is becoming a crucial part of our everyday lives, whether it's for product advertising, developing brand value, or reaching out to users. At the same time, sentiment analysis (SA) is a method for determining the emotions associated with online information. The main obstacle to SA's success is the presence of sarcasm in the text. Previous studies on the identification of sarcasm use lexical and pragmatic signs such as interjection, punctuation, and sentimental change, amongst others. Deep learning (DL) models can be used to learn the lexical and contextual aspects of informal language because handcrafted features cannot be generalised. In addition, word embedding can be used to train the DL models and provide effective results on big datasets at the same time. Optimal Deep Learning based Sarcasm detection and classification using an ODL-SDC method is presented in this study. ODL-SDC analyses social media data to look for and classify any sarcasm that may have been used there. In addition, the Glove embedding approach is used to transform feature vectors. A approach known as the chaotic crow search optimization on deep belief network (CCSO-DBN) is also used to classify and detect satire. Many benchmark datasets were used to evaluate the ODL-SDC method, and the results show it to be more effective than existing approaches in a number of performance metrics. [ABSTRACT FROM AUTHOR]

Drawing on the associative network memory theory (ANMT), this study aims to investigate the impact of social media marketing activities (SMMAs) on brand equity (BE) of luxury brands through the mediating role of brand image (BI) and the moderating role of word of mouth (WOM). This study employs a cross-sectional design to collect data from online adult users of Weibo in China. Data are analyzed in SmartPLS (v. 4.0.8.4) to evaluate the measurement model and the structural model. Findings of this study reveal that SMMAs have a significant positive impact on BI and BE. Besides, BI partially mediates the relationship between SMMAs and BE. Moreover, WOM moderates the association between SMMAs and BE such that the association is more potent at high levels of WOM and vice versa. This is one of the few studies that investigate the role of SMMAs on BE in the context of luxury brands, mediated by BI. Also, this is the first study that explores the moderating role of WOM in the relationship between SMMAs and BE through the mediating role of BI. [ABSTRACT FROM AUTHOR]

This study contributes to the limited literature on the personal branding of knowledge workers by revealing that a culture that incorporates knowledge, learning, and collaboration supports (explicit and tacit) knowledge sharing among employees and that sharing matters for knowledge workers' self-perceived personal brand equity. Analysis of 2,168 cases from the United States and Poland using structural equation modeling (SEM) showed that this knowledge-sharing mechanism differs by country and gender. Findings revealed that in the United States, the knowledge culture and collaboration culture are highly correlated and dominate the learning culture. In both countries, the mistake acceptance component of the learning culture is not supported by knowledge culture as strongly as is the climate component. These findings reveal a bias concerning the acceptance of mistakes as a potential source of learning observed if the culture of knowledge dominates. Moreover, this study uncovers some significant gender differences that might be caused by the gender stereotypes existing in STEM (science, technology, engineering, mathematics). Finally, the study confirms that knowledge workers' personal branding is a potent motive to smoothen and increase the knowledge-sharing flow in knowledge-driven organizations. [ABSTRACT FROM AUTHOR]

This research explores how brand extension evaluation is influenced by two types of brand relationship: an exchange brand relationship focused on product quality and value, versus a communal brand relationship focused on emotional connection with consumers. Through three studies, we demonstrate that there is no significant difference in the effect of brand relationship types on high-fit extension, but communal (vs. exchange) brand relationship leads to a more favorable evaluation of low-fit extension. In addition, we find that a serial mediating effect of self-brand affinity and feeling of trust. Specifically, communal (vs. exchange) brand relationship leads to stronger self-brand affinity and stimulates consumers' feeling of trust, thereby improving the evaluation of low fit extension. The results provide brand managers with insights into the values of brand relationship management in brand extension. [ABSTRACT FROM AUTHOR]

Purpose: Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence. Design/methodology/approach: The study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits. Findings: The results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention. Originality/value: This study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events. [ABSTRACT FROM AUTHOR]

Retailers are increasingly looking to strengthen the relationship with their customers by building a store's brand equity and brand engagement. One solution is to leverage in-store music to create a captivating store atmosphere. I explored the role of customer attitudes toward in-store music in enhancing a store's brand equity and brand engagement and subsequently, brand relationship in the context of a shopping mall outlet. I obtained 256 valid responses using a questionnaire survey. The results of structural equation modeling revealed that customers' favorable attitudes toward in-store music is positively related to both a store's brand equity and brand engagement, which, in turn, are positively related to brand relationship. This current study enhances the understanding of in-store music by empirically verifying its relevance in building the store–customer relationship. [ABSTRACT FROM AUTHOR]

This study investigates the justice perception of buying group member retailers and examines whether it is an initiator of relationships and a constant driver of attitude through the lens of brand equity and relationship duration. Building upon the findings, this study offers practical implications for the managers of the buying group headquarters. A questionnaire survey of 241 key informants of retailers participating in eight different retail buying groups in Japan was conducted. We conducted confirmatory factor analysis to verify measurements, and structural equation modeling to test the hypotheses. Distributive justice perception directly affected relationship duration and procedural justice perception had an indirect effect on relationship duration via brand equity. We also found the significant moderating effect of strategic integration. For the group with high strategic integration, distributive justice perception had a greater effect on brand equity, whereas, in the group with low strategic integration, brand equity was more affected by procedural justice perception. Furthermore, the roles of distributive justice perception and procedural justice perception were found to be complementary. The study expands the perception of justice in an inter-organizational environment to a loosely connected channel structure while examining two endogenous variables of relationship performance (i.e. brand equity and relationship duration). This study also finds the moderating effect that justice perception has on relationship performance. By implementing strategic integration intention as a moderator, this study considers the strategic stance of member retailers in the research setting as well. The findings highlight that headquarter managers must understand the role of each sub-dimension of justice perception and balance their application. As the resources for building justice perception can be limited, it is important for managers to allocate resources based on prioritization. This research is a pioneering study on the implementation of justice perception in the relationship between member retailers and buying groups. Additionally, it proposes and proves the conditions required for justice perception to induce a positive attitude on the part of member retailers. [ABSTRACT FROM AUTHOR]

This study aims to partially or simultaneously determine the Effect of Marketing Mix, User Experience, and Brand Equity on Customer Retention in Redbus Indonesia Company. Research methods used quantitative methods. The sampling method uses the purposive sampling method with a sample of 100 people. Data analysis techniques use descriptive statistical analysis and inferential statistics. This study was conducted using multiple linear regression method assisted by SPSS version 25 and Microsoft Excel 2016 program. The results showed that (1) There is an influence of Marketing Mix on Customer Retention. (2) There is an influence of User Experience on Customer Retention. (3) There is an influence of Brand Equity on Customer Retention. (4) There is an influence of Marketing Mix, User Experience, and Brand Equity on Customer Retention. The magnitude of the effect is 61.6% with the multiple regression equation Y = 25.793 + 0.216X1 + 0.329 X2 + 0.364 X3. This means that if the Marketing Mix, User Experience, and Brand Equity increase, it will increase Customer Retention, and vice versa if the Marketing Mix, User Experience, and Brand Equity decrease, it will decrease Customer Retention. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions’ service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher Education Institutions’ brand equity and, additionally, on social media engagement. A quantitative approach was adopted, using questionnaires among Higher Education Institutions’ students and alumni. The results, obtained through partial least squares structural equation modeling (PLS-SEM), provide evidence of the contribution of the positive valence of electronic word of mouth to brand equity, emotional brand attachment, and social media engagement. The findings suggest customers are becoming more susceptible to positive electronic word of mouth. The research extends current knowledge by demonstrating the relevance of positive valence to electronic word of mouth in Higher Education. [ABSTRACT FROM AUTHOR]

Currently, the marketing aspect does not only focus on product function, but will focus more on brand competition. Successful products or services always have a strong or dominant brand in the market. This research aims to (1) determine the influence of brand awareness, brand image and brand equity on attitudes, brands and their impact on interest in purchasing certain motorbike brands in Ambon City, (2) determine the differences between brand awareness, brand image, brand equity and brand attitude each brand of motorbike which has a significant positive effect. The research population is respondents who already own one of the three brands and respondents who are interested in buying one of the three brands spread across Ambon City. The sample was determined using nonprobability sampling using a purposive sampling method with a sample size of 300 people. The research results show that brand awareness, brand image and brand equity have a significant positive effect on brand attitude and brand attitude has a significant positive impact on interest in buying certain motorbikes in Ambon City. The research results also show that brand awareness, brand image and brand attitude on Honda motorbikes are very positive and significant when compared to the Yamaha and Suzuki brands and brand equity of the Yamaha brand is very positive and significant when compared to the Honda and Suzuki brands. The conclusion obtained from this research is that by establishing good brand awareness, creating a positive brand image and sustainable brand equity management, it will shape consumer attitudes towards brands and will automatically encourage people's buying interest in motorbike brands in Ambon City. [ABSTRACT FROM AUTHOR]

The objective of companies is to seek profitability to guarantee their survival. To do this, they want their brand to be recognized and differentiated. Apple is a paradigmatic case in this sense. It is currently the most valuable brand in the world. Through a theoretical framework, a case study and ad-hoc research, the perception of the value of the Apple brand among iPhone users is analyzed. The brand identity acts together with the main attributes of the product to shape in the minds of the users an experience that is perceived as unique and valuable. [ABSTRACT FROM AUTHOR]

Social media is a prominent marketing tool to attract the attention of online target audiences, which can ultimately lead to increased website traffic. This study analyzed the relationship between social media marketing and brand equity, and examined whether customer brand engagement acts as a mediator of this relationship. We conducted a survey with 275 college student WeChat users in China, and used structural equation modeling for data analysis. The results indicated there was a positive direct link between social media marketing and brand equity, with customer brand engagement playing a mediating role. These findings provide valuable insights for brand managers in understanding the impact of social media marketing on fostering customer brand engagement and building brand equity. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine how the partnership between StubHub and MLB affected consumers' perceptions of StubHub. The case of StubHub and MLB was selected based on their partnership history and the reputation of StubHub. Design/methodology/approach: A Qualtrics survey panel was used to collect the survey data. Structural equation modeling was used to analyze the relationships between sponsor congruence, brand equity and purchase intention. Findings: Sponsor congruence plays a significant role in consumers' perceived quality of StubHub. Additionally, brand equity significantly influenced purchase intention. More specifically, brand loyalty was the strongest indicator of intent to purchase tickets from StubHub. Brand loyalty and perceived quality indirectly affected the relationship between sponsor congruence and consumers' purchase intentions of StubHub. Originality/value: Sponsor congruence between secondary ticket markets and sport leagues can provide a competitive advantage, helping create revenue generation and leverage for partnerships. Perceived quality can help facilitate this relationship and increase revenue generation. [ABSTRACT FROM AUTHOR]

Brand communication activities and brand equity influence purchase intention; however, few studies have investigated the effects of the valence and intensity of brand communication activities on brand equity and purchase intention. The present study investigated how the intensity and valence (or attitude) of brand communication activities influenced brand awareness, brand image, and purchase intention in the beer market. Convenience sampling was used to collect beer consumer data, and valid data from 433 individuals were gathered. Data were analyzed using structural equation modeling. Brand awareness and brand image were positively correlated with purchase intention, with brand image having the stronger association of the two. Furthermore, the intensity and valence of WOM and advertising attitude were associated with brand image, with advertising attitude having the stronger association of the three. Finally, advertising intensity and advertising attitude but not WOM intensity were associated with brand awareness. [ABSTRACT FROM AUTHOR]

Although the brand equity concept has been validated in the nonprofit organization (NPO) context, little is known about its applicability to religion-affiliated NPOs, especially those in East Asia. Religion-affiliated NPOs' unique characteristics and objectives require a bespoke brand equity analytical tool. In response, this study develops and validates a brand equity questionnaire for religion-affiliated NPOs. The questionnaire items are adapted from previous studies of for-profit and nonprofit organizations. By controlling gender and participation status, the questionnaire is consistent and reliable when tested with a stratified sample of noninvolved female respondents in Taiwan (N = 600). Results show both brand awareness and brand trust are critical to brand equity from the perspective of noninvolved consumers. Marketing goals, such as creating a consistent image or choosing a narrow cause/campaign that is relatable and aligned with noninvolved consumers' perceptions of the affiliated religion's philosophy, may increase brand awareness and brand trust for religion-affiliated NPOs. [ABSTRACT FROM AUTHOR]

Given the growing importance of brands in the wine industry, the purpose of this study is to conduct an analysis of brand strategies and brand architecture used by Romanian wine producers in the Dragășani Vineyard. Academic literature has been reviewed to present the up-to-date theoretical concepts that underpin this research. The research methodology was based on the „honeycomb model", and the research strategy was qualitative. Secondary data were collected from 13 wine producers in the Dragășani Vineyard. The main results of this study focus on the number of brands in each producer's portfolio, the brand strategies and architecture they use, the brand elements that contribute to increasing brand awareness and equity, as well as the means and elements used for differentiation strategy. The study reflects the growing importance that producers in the Dragășani Vineyard place on brands, as well as the increasing need for them to adopt a unified and integrated approach to brand portfolio management. [ABSTRACT FROM AUTHOR]

Objective –This study investigates the role of customer service support (CSS) in co-creating brand value and enhancing corporate performance in the fintech industry. The research focuses on analyzing the impact of CSS on the customer journey from registration to first deposit. Methodology – The study utilizes historical data analysis and A/B testing. Client data from a leading fintech company is analyzed to compare conversion rates between those who used CSS versus those who did not. An A/B test is then conducted using a specialized support team targeting clients who haven’t made a deposit and had less than 2 chats with CSS. Findings –Clients who used CSS before depositing had 5 times higher conversion rates. The A/B test found a 3.1 percentage point (9.3% relative) increase in conversion from using targeted support. Novelty –This study provides new empirical evidence on the impact of CSS as a brand value co-creator in fintech, with a novel methodology to enhance corporate performance. [ABSTRACT FROM AUTHOR]

Goals: During the annual conference of the German College of General Practitioners and Family Physicians in September 2022, a workshop was offered about marketing of train-the-trainer seminars (TtT seminars) for general practice educators. The workshop focused on applying successful marketing strategies of successful entertainment companies--the so-called 4Pmodel ofmarketing--to TtT seminars of the competence centers for general practice training. Methods: In a World Café format, ideas and best-practice examples formarketing were collected, using the 4Pmodel of marketing. Staff from six competence centers led the workshop, which had seven participants. The authors systematized the results and the assignment to the 4P categories in a consensus-based method. Results: We collected examples for all four categories of the model: product, place, price, and promotion. Participants felt that central results of the exchange were the following: defining the core brand value of TtT seminars, communicating the brand promise, and implementing marketing strategies to increase attractiveness of the seminars. Conclusion: Applying concepts fromoutsidemedicine to themarketing of TtT seminars may provide competence centers with a promising change of perspective. [ABSTRACT FROM AUTHOR]

Through the study on the development of Jiangxi tea industry from the perspective of Chinese path to modernization, the main characteristics of Jiangxi tea industry development are expounded, and the opportunities and challenges facing with the development of Jiangxi tea industry are analyzed. A strategy for the high-quality development of the Jiangxi tea industry is proposed. The government should strengthens the support to the Jiangxi tea industry, establish an information exchange plat-form, manage and fulfil the tea quality standard system to create a brand of organic tea garden, develop leading enterprises in the tea industry to enhance the market competitiveness, emphasize the scientific and technological innovation to improve the added value of tea products, establish an ecological tea garden base to provide security guarantee for the tea industry, establish a complete tea brand system to improve tea brand value, strengthen the tea culture promotion to expand the tea culture and tourism market. [ABSTRACT FROM AUTHOR]

The intense competition among fresh food e-commerce platforms in China has reduced the market share of the leading firms. This study aims to establish a model framework based on brand knowledge, perceived value, brand trust, and purchase intention to improve the market competitiveness of fresh food e-commerce platforms. Based on the analysis of 475 questionnaires using SmartPLS software, the results indicate that the established model framework provides an excellent explanation and forecasting (R2 = 45.5%) for consumers' intentions to purchase fresh food. The path analysis results of this study show that there are significant positive effects among the model variables. Among antecedent variables, brand image has the greatest influence on perceived value, perceived value has the greatest influence on brand trust, and brand trust has the most significant impact on purchase intention. Furthermore, perceived value and brand trust have noteworthy mediating and serial mediating effects on brand knowledge and purchase intention. These findings have important implications for theoretical and managerial practices in the context of fresh food e-commerce platforms, providing insights on how to enhance customer purchase intentions. [ABSTRACT FROM AUTHOR]