Customer-Based Brand Equity : A Literatur Review

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTbYpaZecJ8eitV469Tnr56c1Etz5_txrv4FEi0gXqAeQI81Nesa8xUNrWI2uaupexMldGdbRCzA3x18YLd5KuS_RwWJgw599ssBTg2QFyuRqneyxQSqrLZF5SVSQjP9mOZJ8falC5IpSB/s1600/Brand-equity.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="brand-equity" border="0" data-original-height="75" data-original-width="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTbYpaZecJ8eitV469Tnr56c1Etz5_txrv4FEi0gXqAeQI81Nesa8xUNrWI2uaupexMldGdbRCzA3x18YLd5KuS_RwWJgw599ssBTg2QFyuRqneyxQSqrLZF5SVSQjP9mOZJ8falC5IpSB/s1600/Brand-equity.png" title="brand-equity" /></a></div> <b>Abstrack</b> - Brand equity is a concept born in 1980s. It has aroused intense interest among business strategists from a wide variety of industries as brand equity is closely related with brand loyalty and brand extensions. Besides, successful brands provide competitive advantages that are critical to the success of companies. However, there is no common viewpoint emerged on the content and measurement of brand equity. Brand equity has been examined from financial and customer-based perspectives. This paper will only study the customer-based brand equity which refers to the consumer response to a brand name. The aims of the study are to review the dimensions of customer-based brand equity by drawing together strands from various literature and empirical studies made within the area of customer-based brand equity. A conceptual framework for measuring customerbased brand equity is developed to provide a more integrative conceptualization of brand equity < <br /> Keywords: brand equity, brand awareness, brand associations, brand loyalty, perceived quality <br /> <br /> Published : Journal of Arts Science & Commerce ISSN 2229-4686<br /> Author : Chieng Fayrene Y.L.,& Goi Chai Lee<br /> <a href="http://www.researchersworld.com/" target="_blank">Link website</a> </div> </p>

Abstrack - Brand equity is a concept born in 1980s. It has aroused intense interest among business strategists from a wide variety of in...

The impact of visual appearance on brand image

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqKSkFqmfw6Bh06_ISpkKJd4ukKNXm19zaYWIgL0G85H2iP1EFknj98w65KIDxanKWGq2GMqEzGWaXBV23srMys9ncWAbIxBS4jou0hurLCp8y6z0ADRw5C-S93RTZd2yRnXoLvclRvw-s/s1600/visual-impact.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="visual-impact" border="0" data-original-height="75" data-original-width="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqKSkFqmfw6Bh06_ISpkKJd4ukKNXm19zaYWIgL0G85H2iP1EFknj98w65KIDxanKWGq2GMqEzGWaXBV23srMys9ncWAbIxBS4jou0hurLCp8y6z0ADRw5C-S93RTZd2yRnXoLvclRvw-s/s1600/visual-impact.png" title="visual-impact" /></a></div> <b>Abstract</b> -  The topic of the thesis paper is “Impacts of laptop‟s visual appearance on its brand image among college students”. Both secondary and primary research methods were used in the writing of this paper. In this paper, the secondary research aims to review published literature materials from libraries and the Internet. Main theories in this area were about the implications of visual appearance, brand associations that build up the brand image and the components of brand image. The primary research includes interviews with ten college students. The aim of the primary research is to examine the existence of the six implications of laptop‟s appearance, and attempt to explore what kind of associations, that were able to affect the brand image of certain laptop, were aroused in college students‟ minds. Since the research is only focus on the laptop‟s visual appearance and on college students, the results of this thesis may not apply to other electronic devices or other customer segments. Since the number of the interviewees is limited, the results do not represent the perspectives of all the college students. This paper endorses that laptop‟s visual appearance possesses six implications: attention drawing ability, communication of aesthetic value, communication of symbolic meaning, communication of functional value, communication of ergonomic information and establishing recognition for the brand. Influenced by these implications, the college students were able to perceive messages delivered by the brands through the laptops‟ visual appearances. Thus valuable brand associations, which influence the brand images, were aroused among the students.<br /> <br /> Author: Gu Mingya<br /> Title: The impact of visual appearance on brand image Supervisor (Arcada): Sveinn Eldon<br /> Source <a href="https://www.theseus.fi/bitstream/handle/10024/69237/Gu_Mingya.pdf?sequence=1" target="_blank">Download Here</a> </div> </p>

Abstract -  The topic of the thesis paper is “Impacts of laptop‟s visual appearance on its brand image among college students”. Both sec...

Demographic characteristics and Variety Seeking as Moderation on Relationship between Customer Satisfaction, Customer Loyalty and Switching Intention (Case Study on Telkomsel subscribers in Makassar)

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgR3o-KsS0NCotBTOSx4mRe2e8_L0BO3wwNzlt7A_Rjkve9SJ3uDI68tOjwiDVGNtG3otqHaMUzU8pkOuPGbg3C0o39qOp8SJr1xY4KFLljrNuy4WPW0hBZTKrXJNfBF4nW_KJ1kOttdX5b/s1600/customer+income-base.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="customer-income-base" border="0" data-original-height="75" data-original-width="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgR3o-KsS0NCotBTOSx4mRe2e8_L0BO3wwNzlt7A_Rjkve9SJ3uDI68tOjwiDVGNtG3otqHaMUzU8pkOuPGbg3C0o39qOp8SJr1xY4KFLljrNuy4WPW0hBZTKrXJNfBF4nW_KJ1kOttdX5b/s1600/customer+income-base.jpg" title="customer-income-base" /></a></div> <div class="separator" style="clear: both; text-align: center;"> </div> <b>Abstrack</b> - This study aims to determine the role of demographic characteristics and variety seeking as moderation on the relationship between customer satisfaction, customer loyalty and intention to switch. The approach used is the method of survey of 104 customers of Telkomsel in Makassar. The results show that an increase in customer satisfaction directly are not able to lower the  switching intention of the customer, but the customer loyalty mediated hence increase customer satisfaction is able to lower the switching intention. Demographic characteristics   particularly   evident   strengthen   customer   income   effect   of customer satisfaction on customer loyalty and increase impact on the decline in switching intentions. The findings of this study prove that high-income customers more loyal than the low-income customers. <a href="https://drive.google.com/open?id=0BwnigCgHY_V4Y3NBVTlUcTlIaFk" target="_blank">(Download Here)</a><br /> <br /> Keywords     : Customer  Satisfaction,  Customer  Loyalty,  Switching  Intention, Variety Seeking, Demographic Characteristics,<br /> <br /> Yusuf, Program Doctoral of Management Science Postgraduate, Faculty of Economic and Business, University of Brawijaya, Malang, 2014.<br /> Promotors : Moeljadi, Fatchur Rohman dan Mintarti Rahayu<br /> <div> <br /></div> </div> </p>

Abstrack - This study aims to determine the role of demographic characteristics and variety seeking as moderation on the relationship ...

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhE_sxAPiiDt2XylJc_z3UjXukppedZ-9lwL0gHk4FxLqzmCb-dYe0UKxfnBvZ5Dv6b-P5Tc7MtELDDP4_1Nz3sKg1Ad4vTlSdz1Vewcrk5fnLcQLtA1ShxqwJt9uHZNg8hFHZSPuGj4WjJ/s1600/managing-consumer.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="managing-consumer" border="0" data-original-height="75" data-original-width="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhE_sxAPiiDt2XylJc_z3UjXukppedZ-9lwL0gHk4FxLqzmCb-dYe0UKxfnBvZ5Dv6b-P5Tc7MtELDDP4_1Nz3sKg1Ad4vTlSdz1Vewcrk5fnLcQLtA1ShxqwJt9uHZNg8hFHZSPuGj4WjJ/s1600/managing-consumer.jpg" title="managing-consumer" /></a></div> <b>Abstrack - </b>The  author   presents a conceptual  model   of  brand  equity   from   the  perspective of the  individual  consumer. Customer-based   brand   equity   is  defined    as  the differential   effect   of  brand   knowledge   on  consumer   re- sponse   to  the  marketing  of  the  brand.   A  brand   is said  to  have  positive    (negative)  customer-based   brand equity   when   consumers   react   more   (less)  favorably   to  an  element    of  the  marketing   mix  for  the   brand than  they  do to  the  same  marketing  mix  element   when   it is attributed  to  a fictitiously   named   or  unnamed version   of the  product   or service.   Brand  knowledge  is conceptualized  according  to  an associative  network memory    model    in  terms   of  two   components,   brand   awareness  and   brand   image   (i.e.,  a  set  of  brand associations).   Customer-based   brand   equity    occurs   when   the  consumer   is  familiar    with   the   brand   and holds   some   favorable,  strong,   and  unique   brand   associations   in  memory.   Issues  in  building,   measuring, and  managing  customer-based   brand   equity   are discussed,  as well   as areas  for  future   research. <a href="https://drive.google.com/drive/folders/0BwnigCgHY_V4WkZDTVAtTTA4RlE" target="_blank"><Download Here></a><br /> <br /> <b>Keller, Kevin Lane</b><br /> Journal of Marketing; Jan 1993; 57, 1; ABI/INFORM Globalpg. 1<br /> Website Penerbit Resmi dapat diperoleh pada <a href="https://www.researchgate.net/publication/272594833_Conceptualizing_Measuring_and_Managing_Customer-Based_Brand_Equity_in_Journal_of_Marketing_Vol_57_1-22" target="_blank">link ini</a> <br /> <br /></div> </p>

Abstrack -  The  author   presents a conceptual  model   of  brand  equity   from   the  perspective of the  individual  consumer. Custom...

The impact of social media marketing on brand loyalty

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlN6-VMte1QoKYm0kiqZOUE_YHyqaPSCFErbAJhRPMCwYU1bjBfPrEv_PQacWVOm6yrcEaWVlYpPtzSRamtsblxiEpYdOORdh5rCCa-lLcJ1I2POyV6vYlDnhwqj1h5i3W7_1ktlxj2JYV/s1600/impact-social-media.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="impact-social-media" border="0" data-original-height="75" data-original-width="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlN6-VMte1QoKYm0kiqZOUE_YHyqaPSCFErbAJhRPMCwYU1bjBfPrEv_PQacWVOm6yrcEaWVlYpPtzSRamtsblxiEpYdOORdh5rCCa-lLcJ1I2POyV6vYlDnhwqj1h5i3W7_1ktlxj2JYV/s1600/impact-social-media.jpg" title="impact-social-media" /></a></div> <b>Abstract</b> - Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers. One of the recent means is the social media marketing. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise  multiple  regression  analysis.  The  results  of the  study  showed  that  brand  loyalty of  the  customers  is positively affected when the brand (1) offers advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on various platforms and offers applications on social media; were used by using SPSS 17.0 version. Customers prefer to share music, technological-related, and funny contents on social media platforms. Based on our results, this study can be considered as a pioneer in this new area of marketing, and propose several tactics for the practitioners. <Down<a href="https://drive.google.com/drive/folders/0BwnigCgHY_V4WkZDTVAtTTA4RlE" target="_blank">load Here></a><br /> <br /> Keywords: social media marketing; brand loyalty; content; promotion<br /> <br /> Available online at <a href="http://www.sciencedirect.com/">www.sciencedirect.com</a></div> </p>

Abstract - Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketer...

Building Character Knowledge for Panin Bank Personal Banker Southeast Sulawesi Area

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiWxsqiVxBdSaJ6jlgo1j2Dv3LLVvosMjiVso8lsppjmhbkP6UhF0tB5rPCBM6JTvCPGqJo4JjBxxL_Mz1DGPcZi7TaMdmsImjJ1Qgps0lMpYWUZD_-koLqHVB9sj0tnVeHSmM5buw9rgc/s1600/knowldege-bank.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Knowledge-bank" border="0" data-original-height="75" data-original-width="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiWxsqiVxBdSaJ6jlgo1j2Dv3LLVvosMjiVso8lsppjmhbkP6UhF0tB5rPCBM6JTvCPGqJo4JjBxxL_Mz1DGPcZi7TaMdmsImjJ1Qgps0lMpYWUZD_-koLqHVB9sj0tnVeHSmM5buw9rgc/s1600/knowldege-bank.jpg" title="Knowledge-bank" /></a></div> <b>Abstrack</b> - This research was conducted by qualitative analysis method using Miles and Huberman method. The problems raised were (1) How the efforts to build character knowledge for Panin Bank Personal Banker (PB) Southeast Sulawesi Area mainly the knowledge on the products to collect the community funding and service; (2) How the character knowledge built for Personal banker (PB) can be a strategic knowledge for Panin Bank Southeast Sulawesi Area. The results were that building the knowledge would not be sufficient without completing by building the strong character for Personal Banker, the character which should be set were excellence, professionalism and ethics which these three character indicators could reflect the knowledge as the behavior in daily works for a Personal Banker. This character Knowledge can be applied in a strategic knowledge consisting of 6 (six) components, namely unique, pragmatic or useful, generating value, difficult to imitate or substitute, dynamic dan based on intense learning process.    <a href="https://drive.google.com/open?id=0BwnigCgHY_V4M0NMS0VHTjU5YUE" target="_blank"><Download Here></a><br /> <br /> Keyword: Character Knowledge.<br /> <br /> Autor      : David C.E. Lisapaly, Alida Palilati, Usman Rianse, Samdin<br /> Pulikasi  : <a href="http://theijes.com/" target="_blank">Theijes.com</a> </div> </p>

Abstrack - This research was conducted by qualitative analysis method using Miles and Huberman method. The problems raised were (1) How ...

Customer Income Role as Moderation Variable of Satisfaction Effect on Customer Loyalty in Bank Negara Indonesia (Persero), Tbk. In Southeast Sulawesi

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgny-ZB06XWBXtq6CJIM9FKMP2-qjflAYYwI-b6CIQBfpzAcd-DulNJm38x-AOmEduJLHWUEResVSdGxdqaAdGWwLHDjxYA7iZkBIl48RVCtGSUbCj7GarJ7iIhyphenhyphengwMhvmXEDS4JaCAQVYp/s1600/customer-income.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="customer-income" border="0" data-original-height="75" data-original-width="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgny-ZB06XWBXtq6CJIM9FKMP2-qjflAYYwI-b6CIQBfpzAcd-DulNJm38x-AOmEduJLHWUEResVSdGxdqaAdGWwLHDjxYA7iZkBIl48RVCtGSUbCj7GarJ7iIhyphenhyphengwMhvmXEDS4JaCAQVYp/s1600/customer-income.jpg" title="customer-income" /></a></div> <b>Abstrack - </b>This research is titled „Customer Income Role as Moderation Variable of Satisfaction Effect on Customer Loyalty in Bank Negara Indonesia (Persero), Tbk. In South Sulawesi. This research aims to study and analysis the satisfaction customer effect on Loyalty as well as customer income role as moderation variable of satisfaction effect on Loyalty BNI (Persero) tbk. In South Sulawesi. This research objects are satisfaction, income and Loyalty of BNI customers in South Sulawesi. The data collection is conducted by using literature review, survey and interview methods. The research population is all of the BNI customers in Southeast Sulawesi having savings more than 2 (two) years and with age more than 17 years old. The number of respondents in this research is 400 people distributed in 12 regencies / cities determined in proportional random sampling. The analysis used is Partial Least Square (PLS) with SmartPLS software. These research results show that : (1) The customer satisfaction has no effect on customer loyalty. (2) The customer income gives reinforcement effect on BNI customer Loyalty in Southeast Sulawesi. Keywords: Customer Satisfaction, Customer Income, Customer Loyalty <<a href="https://drive.google.com/drive/folders/0BwnigCgHY_V4WkZDTVAtTTA4RlE" target="_blank">Download Here</a>><br /> <br /> Author      : Abdul Razak, Alida Palilati, Ibnu Hajar, Rahmat Madjid<br /> Publikasi  : <a href="http://theijes.com/">Theijes.Com</a></div> </p>

Abstrack -  This research is titled „Customer Income Role as Moderation Variable of Satisfaction Effect on Customer Loyalty in Bank Nega...