scholarly journals Investigating the Effect of CSR on Brand Equity with the Mediating Role of Brand Personality and Brand Reputation: A case Study of Golrang

2018 ◽  
Vol 9 (18) ◽  
pp. 83-106
Author(s):  
Reza Esmaeil Pour ◽  
Mohsen Akbari ◽  
Meysam Masoudi Far
Keyword(s):  
Brand Equity ◽  
Brand Personality ◽  
Mediating Role ◽  
Brand Reputation

Exploring the Mediating Effect of Parent Brand Reputation on Brand Equity

Paradigm ◽  
2018 ◽  
Vol 22 (2) ◽  
pp. 125-142 ◽  
Author(s):  
Richa Joshi ◽  
Rajan Yadav
Keyword(s):  
Brand Equity ◽  
Brand Extension ◽  
Product Line ◽  
Mediating Effect ◽  
Mediating Role ◽  
Brand Reputation ◽  
Multiple Dimensions ◽  
Parent Brand ◽  
Relationship Of

Companies with product line consisting of multiple brands very well understand the weightage of parent brand reputation as a seal of approval to consumers. This understanding not only helps them bolstering the reputation of other products but also creates a powerful brand voice and resulting brand equity. Brand equity is understood with the help of multiple dimensions in the existing literature. In addition to this, many researches on brand extension have traced the pivotal change in brand equity owing to the variation in brand extension attitude of consumers. However, very little amount of significant contribution has been observed with respect to the mediating role of parent brand reputation. Specifically, the article proposes to test the role of parent brand reputation in mediating the relationship of brand extension with brand equity.

scholarly journals The Role of Brand Authenticity on Brand Equity of Football Clubs with the Mediating Role of Brand Personality

2021 ◽  
Vol 9 (2) ◽  
pp. 0-0
Author(s):  
Akbar Mohammadi Argi ◽  
Mohammad Ehsani ◽  
Rasoul Norouzi Seyed Hossini ◽  
Marjan Saffari ◽  
◽  
...  
Keyword(s):  
Brand Equity ◽  
Brand Personality ◽  
Brand Authenticity ◽  
Mediating Role ◽  
Football Clubs

Investigating the Effect of Brand Equity on Rural Tourism Development with the Mediating Role of Word-of-Mouth Advertising. Case Study: Pristine Villages of Zanjan Province

2021 ◽  
Vol 12 (4) ◽  
pp. 922
Author(s):  
Hossein AZIMI
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Tourism Development ◽  
Equation Model ◽  
Urban Life ◽  
Rural Tourism ◽  
Statistical Population ◽  
Mediating Role

In recent years, due to the expansion of urban life, many people tend to travel to quiet and pristine environments. Therefore, the development of rural tourism can be one of the most important ways to generate income and economic development. In terms of purpose, this research is application-oriented and is descriptive-analytic in terms of method of work.  The statistical population of the study includes all tourists visiting the pristine villages of Zanjan province. Sampling method was available sample for 384 individuals. Data collection was based on a localized questionnaire. The validity of the questionnaire was confirmed by content and construct validity (KMO = 0.812) and its reliability was confirmed by Cronbach's alpha coefficient (0.903). Descriptive and inferential statistical methods were used for data analysis. SPSS and LISREL were used for descriptive and inferential analysis. The results of the study using the structural equation model indicate that there is a positive and significant relationship between brand equity and rural tourism development.

Linking brand personality to brand equity: measuring the role of consumer-brand relationship

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anees Ahmad ◽  
Swapnarag Swain ◽  
Pankaj Kumar Singh ◽  
Rambalak Yadav ◽  
Gyan Prakash
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Personality ◽  
Primary Data ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship

Purpose This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship (CBR), which is represented through three variables, namely, brand trust, attachment and commitment. Design/methodology/approach This study adopts a cross-sectional descriptive research design. It included a mix of symbolic and utilitarian brands, namely, Pepsi and Sprite (soft drinks), Levi’s and Peter England (clothing), Pantene and Head and Shoulders (shampoos) based on their greater familiarity among Indian consumers. Primary data were gathered from 612 respondents through a self-administered online questionnaire survey approach. Structural equation modeling was performed to analyze data and validate the research model. Findings The present study establishes both direct, as well as the indirect linkage between brand personality and CBBE. Results also suggest a partial mediating role of the variables representing CBR while linking brand personality to CBBE. Originality/value The present study makes two contributions. First, it advances existing literature on brand personality and brand equity by establishing the mediating role of the CBR while linking brand personality to CBBE. Second, it establishes the importance of both the trust and attachment-based commitment mediator model of CBR influencing CBBE, which has not been addressed by prior studies.

scholarly journals The Impact of Brand Identification, Brand Equity, Brand Reputation on Brand Loyalty: Mediating Role of Brand Affect in Pakistan

2018 ◽  
Vol 7 (4) ◽  
pp. 46
Author(s):  
Tayyaba Mahmood ◽  
Shumaila Qaseem ◽  
Qazi Muhammad Ali ◽  
Hafiz Fawad Ali ◽  
Asad Afzal Humayon ◽  
...  
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Identification ◽  
Future Directions ◽  
Mediating Role ◽  
Brand Reputation ◽  
Brand Affect ◽  
The Impact ◽  
Brand Effect

Brand loyalty has been an important factor for quite a while in marketing structure of the organizations. Organizations tend to achieve brand loyalty through employing different strategies and by engaging customers to produce a sense of belongingness among them regarding the brand. One of the major sector that has shown a great trend and growth in recent era is the apparel industry of Pakistan. However, little studies have tried to conceptualize and check the influence of brand related concepts on the brand loyalty in Pakistan. Current study has tried to check the influence of Brand Reputation, Brand Identification, Brand Equity and Brand Effect on Brand Loyalty. An important contribution of the study was to consider the brand affect as the mediating variable among the Brand Reputation, Brand Identification, Brand Equity and Brand Loyalty. 180 questionnaires were distributed among the students of the universities and the 166 valid questionnaires were considered for the data analysis giving use response rate of 92%. Correlational and regression analysis was used to check the influence of the independent variables on the dependent variable while package of Preacher and Hayes 2016 was used for the mediation analysis. Limitations and Future Directions have been discussed in the study as well.

scholarly journals The influence of social media on purchase intention: The mediating role of brand equity

2021 ◽  
Vol 8 (1) ◽  
pp. 1944008
Author(s):  
Mohammed Majeed ◽  
Martin Owusu-Ansah ◽  
Adu-Ansere Ashmond
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Mediating Role

Art-event image in city brand equity: mediating role of city brand attachment

2020 ◽  
Vol 6 (3) ◽  
pp. 491-509
Author(s):  
Deepa Jawahar ◽  
Vinney Zephaniah Vincent ◽  
Anju Varghese Philip
Keyword(s):  
Brand Equity ◽  
Regional Climate ◽  
City Branding ◽  
Content Type ◽  
City Brand ◽  
Mediating Role ◽  
Art Form ◽  
Tourism Product ◽  
Event Image

Purpose All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity. Design/methodology/approach In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India. Findings Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment. Research limitations/implications This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers. Originality/value This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.

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