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

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 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.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

scholarly journals Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

2019 ◽  
Vol 96 ◽  
pp. 376-385 ◽  
Author(s):  
Joana César Machado ◽  
Leonor Vacas-de-Carvalho ◽  
Salim L. Azar ◽  
Ana Raquel André ◽  
Barbara Pires dos Santos
Keyword(s):  
Brand Equity ◽  
Brand Love ◽  
Mediating Role ◽  
Brand Engagement
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