Branding and brand equity measurement in the beer industry of Thailand

The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.

The Power of Branding

One of the most valuable assets a company has is/are the brand name（s） associated its products or services Branding can act as a springboard for advertising and planning advertising campaigns around single brands or a family of brands. Many companies are organized around brands or brand groups. Companies like Proctor and Gamble allow the brand to represent the product and do not associate the corporate name with their various brands and product lines. Branding is a powerful business tool. A number of dimensions of branding are discussed in this paper. General reference is made to brand identity, brand identity traps, the value of brands, and brand loyalty. The paper then discusses the influence of brand loyalty on consumer behavior, the importance of global brands, and country of origin effects. Lastly the paper discusses elements of customer loyalty

Examining Mediating Role of Customer Loyalty for Influence of Brand Related Attributes on Customer Repurchase Intention

The objective of current study was to investigate the influence of brand related attributes on customer loyalty and repurchase intention in agricultural product marketing in Pakistan. Results of current study would help the management of branded agricultural products, in Pakistan specifically and in developing countries generally, to formulate the best strategies to enhance customer loyalty in order to induce repurchase intention of them. Future research could be conducted in the same field by adopting larger sample size and this research can be replicated with specific product category.

Factors Affecting Brand Loyalty of Private Universities: Case Study Guangxi University of Foreign Languages

In recent years,China’s private higher education has developed significantly,and private universities have become one of the“two schools”.However,due to the expansion of the scale of public schools,the limited supply of teachers in private colleges,and the mismatch between the supply and demand of graduate employment,the crisis of students in private colleges and universities has become increasingly serious,and the pressure of survival and competition is increasing.The main purpose of this study is to explore the influence of Guangxi University of Foreign Languages marketing mix and brand awareness on brand loyalty,and to provide recommendations for Guangxi University of Foreign Languages private universities.The researchers will use a quantitative approach to study the effect of two independent variables(marketing mix and brand awareness)on the dependent variable(brand loyalty).A total of 414 questionnaires were distributed to students of Guangxi University of Foreign Languages and analyzed using statistical software SPSS.Perform descriptive statistical analysis to understand the sample of respondents;perform reliability and validity analysis to ensure the reliability and validity of the questionnaire;perform correlation analysis to determine the correlation between independent and dependent variables;and perform regression analysis,to explore the influence and degree of influence of various factors on the brand loyalty of private colleges and universities.Research shows that marketing mix and brand awareness have a significant positive impact on brand loyalty of private universities.Finally,based on the research results,five suggestions are put forward from the perspective of private universities to help private university brands improve customer brand loyalty and their own brand competitiveness.

Brand Loyalty in Ruisi English Training School of Customers in Nanning City, China

This study aims to explore:(1)the impact of different customer experience English training satisfaction on the brand awareness and brand loyalty of Nanning Ruisi English Training School,and(2)its implications for Nanning Ruisi English Training School to build a marketing mix for students participating in training.This is a quantitative study.The tool used was a questionnaire.The study sample consisted of 385 Chinese students from Nanning,Guangxi,China,obtained through a multi-stage random sampling technique.The results were analyzed with the help of SPSS software,descriptive statistical analysis,Pearson correlation test,and regression analysis which were used to test hypotheses,and the main purpose of the study was brand loyalty of Ruisi Customer English Training School in Nanning,China.Descriptions of samples and sampling methods are used in the research,and techniques for analyzing data and research instruments are introduced.The results show that significant positive relationships and marketing mix are predictors of customer decisions.Research shows that the English training industry needs to employ marketing mix tools to acquire customers.Promotions are essential in order to reach and attract more younger generation customers.This research is of great significance and practical value to all English training schools in Nanning,Guangxi.

Relationship between Brand Cognitive Value and Brand Loyalty:A Case Study of Chimelong Tourist Resort

In this paper,a hypothetical relationship between brand cognitive value and brand loyalty is built.Questionnaire data from tourists in Chimelong Tourist Resort is collected.A total of 363 questionnaires are distributed,and 225 valid questionnaires are collected.The results confirm that brand cognitive value has a significantly positive impact on brand loyalty,and the positive impact of economic value,superior value and experience value in brand cognitive value on brand loyalty is more significant.

Protective Measures for Space Environment of Time-honored Brands——With Xi'an City as a Study Case

Based on the field survey and analysis of representative traditional time-honored shops in Xi'an City,specific measures for protecting their space environment were put forward,and the sustainable preservation and development pattern of such intangible cultural heritages in the future urban development was established.

Empirical Study of Brand-Customer Relationship Based on Customer Lock-In in Chinese Banking

The central construct of customer lock-in （CL） is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value （PV） and brand relationship quality （BRQ） , as well as that between BRQ and brand loyalty （BL） based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers＇ learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers＇ behavioral brand loyalty but not their attitudinal loyalty.

A New Thinking of Loyalty for a Travel Product

Loyalty has been defined in overly simple ways especially for travel products in tourism setting. The aim of this study is to find out and identify the loyalty perceptions of a travel product. A group package tour （GPT） is selected to represent the travel product in this study for its covering diversified types of travel products, such as adventure package tours, recreational package tours, and other themed package tours, which can fit in with many travel settings. Structural equation modeling （SEM） was employed to test the research data and conceptual framework. The research findings show that, unlike tangible products, service products such as a GPT could have two different loyalty perceptions, namely, loyalty of the travel agency （brand） and loyalty of the product category.

Relationship between Corporate Image and Customer Loyalty in the Mobile Telecommunication Market in Kenya

Customer loyalty is considered to be a key ingredient in enhancing the survival of businesses especially in the situations faced by highly competitive industries. This study assessed the relationship between corporate image and customer loyalty. While the antecedents of customer loyalty connected with the marketing mix factors have been well investigated, much still remains to be studied regarding some of the intermediate conditions created by the marketing mix factors and customer loyalty. This study sought to investigate the relationship between the dimensions of corporate image and customer loyalty in the mobile telecommunication market in Kenya. The study was guided by several hypotheses that tested the nature of the relationship between corporate image and customer loyalty using four dimensions of corporate image, namely service quality, chief executive officer （CEO） reputation, brand image, and physical evidence. The study adopted the descriptive survey research design and used a multi-stage stratified sampling technique to target 320 respondents from among students across campuses of Kenyatta University （KU）. Primary data was obtained using a structured five-point Likert scale questionnaire and analyzed using Pearson product-moment correlation coefficient and regression analysis to test the degree of association between the dependent and the independent variables. The study registered a high response rate of 97.8% from the target respondents. The findings of the study based on the correlation analysis indicated that the four dimensions of corporate image positively correlate with customer loyalty at p 〈 0.01. The regression analysis results however showed that even though the four dimensions correlate with customer loyalty, only service quality and brand image significantly predict customer loyalty. The regression model used explained 25% variation in the dependent variable. The null hypotheses one and four were supported while hypotheses two and three were not. The study concluded that of the four dimensions of corporate image, brand image and service quality predict customer loyalty within the Kenyan mobile telecommunication sector. The study suggests that future research undertakes integrate aspects of quality management into the dimensions of corporate image in order to predict variations in customer loyalty.

Brand communication by brand experience design of APP for hotel

In the era of experience economy, customers do not always focus on the functional attributes of goods or services, but pay more attention to experiences. Therefore, firms have to manage to offer their customers a unique, memorable and valuable experience actively in the process brand establishment. With the development of mobile Internet and the use of application （APP）, the brand communication among customers and providers has been strengthened. The research purpose is to help hotel marketers figure out how to implement brand communication with brand experience of APP for hotel. It is founded that sensory brand experience design and social brand experience all have positive influence on customer brand loyalty.

Measure the Unmeasurable？ Intangible Assets as the Major Strategic Keys of Enterprises, Their Contribution, Difficulties and Proposals for Reliable Financial Statements

It is a common belief, for the last two decades, that we can observe the transformation of the intemational economy, from industrial to knowledge economy. In a continuous changing economy, the main advantage the companies have is not the buildings, the machines, the trucks, or the total equipment. The strategic key of a company today is the capital that cannot be copied easily, that is not disclosed and is not tangible, the intellectual capital of the company. The intangible assets can be characterized as those without physical appearance and the value of which is limited by the rights and anticipative benefits that possession confers upon the owner. The expansion of companies into foreign markets presupposes the aggregation of financial information that includes non-homogeneous elements. The purpose of this paper is to examine the framework of identification, as well as the disclosure requirements of brand names as they have been set by several articles of Commercial Law and recognized by professional accounting institutions. Emphasis will be given to analyzing existing accounting recognition and measurement, and proposals worldwide. In conclusion, this study indicates the accounting problems of definition, measurement, and disclosure of the majority of these intangible assets to users of financial statements of the company. Despite all the difficulties, this property of the company must in some way be measured and disclosed to lead to more reliable financial statements. The proposals of this paper, will help the accounting community to solve this major problem.

Customer Loyalty： An Empirical Study on Italian E-commerce Websites

In contemporary entrepreneurial environment based on customer retention, the growth of the internet has pushed the most dynamic businesses to compete in the electronic market. In literature, there are many studies showing how a company＇s brand affects customer loyalty. Less attention has been paid to the relationship between e-commerce website loyalty and e-customer loyalty. This paper can be included in a stream of research that applies the construct of loyalty to e-commerce. Thus, this study aims to analyze, within the electronic market, the elements influencing and determining the trust and loyalty of the e-customers. This research consists of a descriptive study carried out utilizing the survey method. The population in this study includes 421 e-customers of Italian online multi-brand portals. The instrument of data gathering was a web-questionnaire and the data analysis was based on regression. Findings show a positive relationship between three factors （website technological level, e-service quality, and brand） and e-customer trust. Furthermore, the correlation, among the three variables, trust as mediating variable, and e-customer＇s loyalty, has been revealed. Therefore, it can be basically assumed that trust builds e-customer loyalty.

Corporate WeChat Marketing To Improve Loyalty

In this paper, the relationship between brand loyalty antecedent variables, brand trust and brand loyalty is studied by reviewing theoretical studies on them. On the basis of related literature and theory, this paper explored the factor influencing WeChat marketing： the reliability of the WeChat platform, the convenience of WeChat platform, the information quality of the WeChat, the humanization role and the leaders＇attitude, namely WeChat marketing plays its role mainly by the five factors. On this basis, this paper constructed the model of the impact of WeChat marketing on consumers＇ brand loyalty.Through the questionnaire survey to collect data, using SPSS 19.0 software and software Amos 17.0 descriptive statistical analyse the data to modify the index system scale. Using the method of structural equation model analysis,this paper discusses the brand trust＇s influence and its antecedent to brand loyalty, brand trust as the intermediary variables at the same time and it is proved its intermediary role in the process of impact on consumers＇ brand loyalty in the WeChat marketing. Finally, on the basis of the research conclusion, this paper put forward practice recommendations for enterprises＇ WeChat marketing.

服装品牌微信生态私域流量营销对顾客忠诚度的影响

服装品牌在微信生态这一私域流量最大载体中的布局已初有成效,但相关的实证研究相对较少。为探究服装品牌如何在微信生态私域流量中进一步提升顾客忠诚度,通过理论分析和研究假设,构建了微信私域流量营销要素对顾客忠诚度影响的理论模型。利用SPSS软件对592份有效问卷数据进行信效度检验与回归分析。结果表明:平台内容、顾客互动参与、个性化服务和专属权益对顾客忠诚度有正向影响;满意度和信任度对顾客互动参与起到完全中介作用,对平台内容、个性化服务、专属权益起到部分中介作用,研究结果可为服装品牌在微信生态布局进行的私域流量营销提供建议。

基于fsQCA的国产服装品牌忠诚提升路径研究

为探究中国服装企业维护和提升消费者品牌忠诚的方式,以京东平台上30个国产服装品牌为案例,在收集商品评论并对其进行文本分析的基础上,运用模糊集定性比较分析(fsQCA)方法,探究国产服装企业维护和提升品牌忠诚的多种因素组合路径。研究结果表明,国产服装企业品牌忠诚的提升是多因素组态作用的结果,产生高品牌忠诚的7条路径可以归纳为5种模式,分别为质量领先+影响力型、质量领先+情感驱动型、情感驱动+社会责任感型、质量领先+在线社群运营型、品牌形象+价值让渡型。在此结论的基础上提出服装企业应注重生产制造能力提升、积极履行社会责任以及要以满足消费者需求为中心等建议,为国产服装企业提供了理论和实践启示。

粉丝行为,品牌买单?不同类型敌意性品牌忠诚对消费者品牌态度极化的影响研究

品牌粉丝的敌意性品牌忠诚具有“阴暗面”。文章整合敌意性品牌忠诚、特质迁移和态度极化的相关理论,通过三个实验探究消费者敌意性品牌忠诚和品牌用户类型对品牌态度极化的交互影响,并探究其背后的内在机制。结果发现,品牌狂热用户的敌意性品牌恶意会导致其他品牌潜在用户和功利主义用户的品牌态度负向极化,特质迁移在上述粉丝行为对品牌的负面影响中起中介作用。研究有利于学界和企业界既关注和善加利用敌意性品牌忠诚的正面效应,也警惕其可能的负面后果,为企业合理利用敌意性品牌忠诚提供实践启示。

品牌惊喜感的研究与展望

品牌惊喜感是超越顾客满意度、更能驱动品牌忠诚度的新兴顾客关系因素。为总结品牌惊喜感的研究成果,本文对品牌惊喜感的概念、理论基础与测量方法、影响效应进行论述,并对未来的研究进行展望,指出了三个方向:一是关于盲盒的品牌惊喜感研究;二是关于享乐型服务的品牌惊喜感研究;三是关于品牌惊喜感影响前因的拓展研究。

运动鞋服品牌忠诚度影响因素分析

运动鞋服作为鞋服行业的重要组成部分,拥有越来越重要的地位。随着运动鞋服品牌的增多,消费者的可选择性范围也逐渐扩大,如何锁定消费者,提升消费者对于运动鞋服品牌忠诚度成为重要问题。本文从运动鞋服品牌忠诚度理论入手分析,采取文献分析法及调查问卷法归纳总结了企业层面及消费者层面影响运动鞋服品牌忠诚度的因素,针对运动鞋服企业提出提高品牌忠诚度的优化路径,以望能够助推我国运动鞋服产业向好向快发展。

旅游目的地品牌组合一致性是否激发了游客忠诚度

文章以丽江旅游目的地的大研古城和玉龙雪山两个子品牌组合为研究对象,通过对游客进行调查,并应用结构方程模型来验证旅游目的地品牌组合一致性、游客态度和游客忠诚度之间的关系,以及自我一致性在其中的调节作用。研究发现地位一致性对游客态度有显著的正向影响,而性格一致性和景观一致性对游客态度的影响不显著。此外,自我一致性只在地位一致性和游客态度之间具有正向调节作用。最后,旅游目的地品牌组合一致性通过影响游客态度进而激发游客的忠诚度。