Developing and validating a multidimensional consumer based brand equity scale pdf

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Consumer‐based brand equity and status‐seeking motivation for a global versus local brand

An investigation on marketing mix efforts on brand equity: An empirical investigation in mobile phone industry Nasr Azad , Ozhan Karimi and Maryam Safaei In this paper, we present an empirical study to investigate the effects of different marketing efforts on brand equity in mobile industry. The proposed study of this paper distributes a questionnaire consists of 26 questions including loyalty, quality perception, awareness, exclusiveness, word of mouth advertisement, brand name image, advertisement, price, distribution and guarantee.

The results show that there is a positive and meaningful relationship between marketing mix efforts and brand equity. In other words, more advertisements could help better market exposure, which means customers will have more awareness on market characteristics. Among all mixed efforts, guarantee influences more on brand equity, which means consumers care more on product services than other features. Finally, among different characteristics of brand equity, product exclusiveness plays an important role.

In other words, people are interested in having exclusive product, which is different from others. Azad, N. An investigation on marketing mix efforts on brand equity: An empirical investigation in mobile phone industry. Management Science Letters , 2 4 , Baldauf, A.

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Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, In this paper, we present an empirical study to investigate the effects of different marketing efforts on brand equity in mobile industry.

DOI: j. References Baldauf, A.

Developing and validating a multidimensional consumer-based brand equity scale

Scientific Research An Academic Publisher. Yoo, B. Journal of Business Research, 52, This paper analyses dimensions of brand value and sorts out the related research achievements of brand value evaluation method from asset perspective, customer perspective and a comprehensive perspective. Then the paper points out its important implications for the practice of brand valuation of Chinese enterprises. Related Articles:.

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. DOI: Abstract Little systematic research has been done to develop a scale to measure consumer-based brand equity. The authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale MBE drawn from Aaker's and Keller's conceptualizations of brand equity. View via Publisher. Save to Library.

Consumer‐based brand equity and status‐seeking motivation for a global versus local brand

Subhani, Muhammad Imtiaz and Osman, Ms. Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement. Aaker, D. Measuring Brand Equity across products and markets.

This paper aims to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity CBBE and its impact on purchase intention. It is a quantitative study based on a survey conducted with smartphone users. The results demonstrate that brand awareness does not directly impact purchase intention. This effect is only observed when it is mediated by the three dimensions of CBBE - perceived quality, brand associations, and brand loyalty. This investigation makes two major contributions.

SRJ is a prestige metric based on the idea that not all citations are the same. SJR uses a similar algorithm as the Google page rank; it provides a quantitative and qualitative measure of the journal's impact. SNIP measures contextual citation impact by wighting citations based on the total number of citations in a subject field. The present study explores some marketing mix effects on private labels brand equity creation.

Developing and validating a multidimensional consumer-based brand equity scale

Subhani, Muhammad Imtiaz and Osman, Ms. Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement. Aaker, D.

A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. This empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu. Roy, R. Emerald Group Publishing Limited. Report bugs here.

Aaker, D. Measuring brand equity across products and markets. California Management Review, 38 3 , Capitalizing on the value of a brand name. New York, 28 1 , Ajzen, I.

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