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 Effect of Word of Mouth in Customer Equity and Brand Equity

In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective communication tool because its low cost affects the efficiency in the allocation of marketing resources. After an extensive literature review, the author proposes several propositions to be tested in the future concerning how WOM might affect each element of brand equity and customer equity.

How to Measure Sports Brand Equity： A Proposal for Football Industry

As in many other industries, strong brands play an important role in football industry inducing sales for the clubs that own it. Brands financial values are not quantified in balance sheets, so quantifying them provides important financial data. This is the research topic. The research questions are： （i） How is the importance of the brand in the revenues of football clubs and （ii） what is the financial value of the brands Futebol Clube do Porto （FCP）, Sport Lisboa e Benfica （SLB）, and e Sporting Clube de Portugal （SCP）？ This investigation was based on an adaptation of the inter brand equity model. This model considers equity as the economic value generated as net profit of the company, which can be apportioned to the brand. The data was collected from the financial maps of these three clubs between 2005/2006 and 2009/2010 seasons. In order to adapt the model to the football industry, a panel of five experts of professional football club managers was questioned. These experts claim that in football industry, brand management contributes with 16% of the economic value, sport management with 63%, financial management with 16%, and other factors with 5%. The conclusion is that FCP has the most valuable brand, with about 54.5 m , followed by SLB with about 51.6 m , and finally by SCP with about 39.5 m.

The Influence of Affective Brand Experience Dimension on Brand Equity of the Smartphone Millennial Users in Malaysia

This study intends to highlight the power of affective brand experience dimension and link how it can influence brand equity of smartphone users in Malaysia. Measurement items for affective brand experience dimension and brand equity were developed by integrating existing literature and qualitative in-depth interviews with students who own and use a smartphone. Therefore, 359 usable questionnaires were returned. Data were analyzed using PLS-SEM to test the influences of affective brand experience dimension on brand equity. The study found that affective brand experience dimension is an important factor influencing brand equity of smartphone users in Malaysia. The study provides evidence that the affective brand experience dimension positively influences brand equity. The distinctive contribution of this research is that it examines the influence of affective brand experience dimension on customer-based brand equity in the context of smartphone brands in the Malaysian emerging markets. Such work is essential in understanding the importance of experiential marketing in an emerging economy such as Malaysia for building a strong smartphone brand.

Customer Satisfaction and Hotel Brand Equity： A Structural Equation Modelling Study

In this paper, a structural equation modelling technique was used to examine the effect of brand equity on customer satisfaction in the Egyptian hotel industry. Brand equity was separated into four constructs （brand loyalty, perceived quality, brand awareness and brand associations）, and each one was examined individually. A sample of hotel guests, who accommodated at four- and five-star branded hotels, in four tourism destinations in Egypt, was selected. A structured questionnaire that included established scales was then used to measure brand loyalty, perceived quality, brand awareness, brand associations and customer satisfaction. Data were collected from 280 usable questionnaires answered by hotel guests, and the relationships among the four variables of brand equity and customer satisfaction were examined using correlation analysis and structural equation modelling. The study found that brand loyalty, brand awareness and brand associations all had a significant positive effect on customer satisfaction. Perceived quality, however, did not have any effect. These findings suggest that customer satisfaction is a reasonable measure for the success of branding activities, and that branding managers should focus on brand loyalty, awareness and associations to raise their customers＇ satisfaction.

Using SEM to Verify the Impacts of Accumulated Intellectual Capital on Organizational Performance of Taiwan Listed Biotechnology Companies With the Moderator of Brand Equity

The main purpose of this study is to verify the influence of accumulated Intellectual Capital （IC） on the organizational performance of biotechnology companies listed on the Taiwan Stock Exchange, with brand equity being the moderating variable. Financial and marketing section chiefs or employees of higher levels at Taiwan listed biotechnology companies were interviewed, with the companies＇ ROE （return on equity） data obtained from the Taiwan Economic Journal （TEJ） database. While convenience sampling was used to yield knowledge from the population, the linear Structural Equation Modeling （SEM） was adopted to verify the goodness-of-fit effects among the overall model, structural model, and measurement model. Findings from this study show that, at Taiwan listed biotechnology companies, IC accumulation and increased brand equity have significantly interactive influences on organizational performance.

A Review on Apparel Fashion Trends, Visual Merchandising and Fashion Branding

Visual merchandising encourages customers to enter the store by making it appealing to them and influencing their perception of it. It is the art of putting together effective display designs and ideas in order to boost store traffic and sales. It’s also a way to engage with customers and influence their purchasing decisions. A fashion trend occurs when a particular item, silhouette, color, or other new look rises in popularity. It changes with the seasons, and the store serves as a hub for communicating these changes to potential customers. Because items must be sold within a certain time frame, several display tactics are used to best present the merchandise and communicate the current fashion trends to customers. Visual merchandising becomes a key aspect of difference from merchants in the same category as retail firms, particularly fashion brands, try to compete in an already saturated market. Effective branding is now a vital success component for all types of fashion firms. Fashion brands may use effective branding tactics to build equity, promote consumer brand loyalty, and increase profitability. Visual merchandising is critical for inferring various customers’ perspectives and adding value to businesses. Its major goal is no longer to make items appealing in order to sell them quickly;it is rather to stand out, develop the correct brand image, and give the greatest possible customer experience. Visual merchandising aspects, when employed correctly, can infiltrate the buyer’s brain and prompt them to generate a favorable opinion of the store, allowing it to leverage its brand image. In this context, this research review focuses and aims to study the link between visual merchandising and Apparel Fashion trends, to study the relationship between visual merchandising and fashion branding and to find out the research gaps and scope for future research directions in the area of visual merchandising applied in fashion apparel industry.

品牌与创新的双向互动:理论框架与研究展望

强大的品牌与卓越的创新日益成为企业可持续发展的关键。品牌与创新之间是相互依赖、相互促进的互动关系,但学术界尚未系统揭示双方互动的深层次影响机理。综合了品牌管理与创新管理两个领域的文献,提出一个品牌与创新的双向互动的整合性研究框架,以厘清品牌与创新的关系逻辑。首先基于品牌双元本性论阐释了面向长期品牌管理的双元战略,进而引出品牌与创新的双向互动的研究问题,接着从品牌对创新过程的主导作用、创新活动对品牌的影响以及品牌与创新之间的良性循环关系这3个方面凝练了品牌与创新双向互动的闭环运行机制,最后提出若干研究展望。研究结论对推动互动视角下品牌管理与创新管理研究的发展具有一定的理论贡献,也为企业如何实现品牌与创新的互动提供了实践价值。

参与行为风格影响顾客价值共创意愿的实证研究

不同风格类型顾客参与行为如何提升顾客与品牌进行价值共创的意愿,日益成为企业进行品牌管理和品牌创新的重点。选取知名虚拟品牌社区进行实证研究,探究顾客参与风格影响顾客价值共创意愿的作用机制。研究发现,顾客参与风格对顾客价值共创意愿有直接影响,也能够通过品牌资产间接影响价值共创意愿,间接影响要大于直接影响。通过路径分析发现,任务型参与和社交型参与能够让顾客获得对产品最直观的感知质量、品牌形象,而社交型参与和贡献型参与能够进一步稳固顾客对品牌/企业的忠诚度,从而进一步影响顾客价值共创意愿。并且,顾客参与风格对价值共创的影响,在受到品牌资产中介作用的同时,也受到品牌融入度和直接经验的调节作用。

基于患者和居民视角的医院品牌资产评估研究

目的探索贴近医院品牌管理实践的品牌资产评估方法,以期为医院管理者提供科学的品牌管理依据和决策支持。方法在充分文献研究的基础上,编制针对患者和居民的问卷,收集其对医院品牌资产的看法和评价。通过非结构化访谈,了解患者和居民对医院品牌的认知、态度和期望。采用净推荐值(NPS)衡量患者和居民对医院的总体推荐意愿,层次分析法(AHP)确定品牌资产各维度的权重,配对样本t检验来比较两家医院在品牌资产各维度上的差异,多元回归分析探究品牌资产与医院绩效之间的关系。结果研究证实H医院在积极联想数、新媒体传播、医疗技术和综合评分高于对照医院(p<0.05),且其净推荐值、品牌资产总分高于对照医院。结论本研究探索的医院品牌资产评估方法能够客观、全面地评估医院品牌资产,为医院管理者提供科学指引,帮助其制定品牌管理策略,提升医院的品牌竞争力和市场地位。

并购的品牌效应:公司品牌架构与并购的长期绩效?

本文根据品牌架构战略理论,构建品牌架构匹配度概念,对主并方与被并方的品牌架构一致与不一致及其各种匹配组合与主并方的并购长期绩效的关系建立研究假设,以2010-2016年中国A股上市公司中100%股权并购的公司作为研究对象,以同期未参与并购的A股上市公司为基础建立对照组,构建面板数据,对其进行了实证分析。结果表明:主并方的并购长期绩效在主并方与被并方的品牌架构不一致时比二者一致时更高;当主并方与被并方的品牌架构一致时,双方都是多品牌架构时,主并方的并购长期绩效较双方都是公司品牌架构时更高;当主并方与被并方的品牌架构不一致时,无论双方是何种品牌架构,各种匹配组合结果均为混合品牌架构类型,这些组合情形下的主并方的并购长期绩效无显著差异。此外,并购双方的品牌地位差距等因素对并购的长期绩效具有异质性影响。本文将并购的品牌效应研究从双方公司品牌系统的某些特征对并购短期绩效的影响研究拓展到双方公司品牌系统的匹配对并购长期绩效的影响研究,为企业更好地选择并购的目标公司,以实现更好的并购长期绩效提供了有价值的指引。

汉服品牌资产对消费者购买意愿的影响

为探究汉服品牌资产与消费者购买意愿的影响关系,基于品牌资产和消费者感知价值相关理论,构建“汉服品牌资产—消费者感知价值—消费者购买意愿”的理论模型,利用SPSS与AMOS软件对样本数据进行检验与分析。结果表明,品牌认知度和品牌忠诚度对消费者感知价值有显著影响;品牌认知度和品牌忠诚度对消费者购买意愿有显著影响;情感价值在品牌认知度、品牌忠诚度对消费者购买意愿影响的过程中起中介作用;功能价值在品牌忠诚度对消费者购买意愿影响的过程中起中介作用。研究结果可为汉服品牌资产的提升提供依据。

ESG表现对中国高新技术企业品牌资产价值的影响研究——基于技术创新的调节作用

随着全球可持续发展议题的兴起,企业社会责任(CSR),以及环境、社会及治理(ESG)标准已成为衡量企业综合表现的关键指标。高新技术企业作为我国经济增长的推动力量,其ESG的优良表现不仅可以提升企业的社会形象,还能增强消费者和投资者的信任,进而提升品牌价值。高新技术企业的技术创新作为企业持续成长和竞争力的核心,可以有效调节ESG表现与品牌价值的关系。因此,文章基于技术创新的调节作用,探讨ESG表现对我国高新技术企业品牌资产价值的影响,以期为企业管理者提供理论参考。

产业相关多样化对区域经济韧性的影响——基于中国227个地级市的实证分析

文章分析了产业相关多样化对区域经济韧性的影响,并研究了其影响机制;以1999—2021年我国227个地级市以上的城市作为考察样本,实证分析了产业相关多样化对区域经济韧性的影响。结果显示,产业相关多样化对区域经济韧性存在显著的非线性关系,且在进行一系列稳健性检验后该结论依然成立。文章的研究结果为提高区域经济韧性提供了理论依据和政策建议,对增强和维持地区经济稳定性具有重大的理论和实际价值。

The Brand ＂Made in China＂ as a Part of the Growth of the China＇s Competitive Advantage

In the eyes of consumers, each product has some kind of origin （its country, region, and continent）. The image of the place of origin influences the assessment of products and brands （brand image） they come from. Traditionally, consumers extrapolate the characteristics of the country and its inhabitants on the characteristics of the product. Chinese products are very common and they can be purchased almost anywhere. The consumer does not have to take any special efforts to acquire products ＂made in China＂. Many of these products do not have specific characteristics that allow them to be considered as the unique. Products, whose names indicate the place of origin, are witnessing an increasing popularity. In the case of products ＂made in China＂, the matter is different. Often, consumers do not admit that they purchase goods produced in China. Research on consumer behaviour in the market of chines products, conducted among Polish citizens, indicated that these products are readily bought. This article presents the results of the research on consumers＇ attitudes towards regional ＂made in China＂ which was conducted in April 2015 among Polish citizens. Furthermore, the article will include the comparison of attitudes towards Chinese products between consumers from Poland and other European countries.

A Research on QFD-＂House of Brand＂ in Fashion Industry

Fashion continues to be an area that reflects the increasing popularity of different theoretical and practical approaches of researchers from different disciplines. Due to the rapid cycles of fashion, sustainable products and processes in terms of technical creativity and innovative approach are needed. In this context, fashion marketing emerges as an integrative marketing application with its both technical and social aspects by taking potential customers center that symbolize rapid change and creativity of fashion products. In this study, QFD-House of Brand was designed with Quality Function Deployment （QFD） approach. In this context, the experts （focus group） in Fashion Industry evaluated the selected fashion brand and its selected products by prioritizing the criteria. These evaluations were used in QFD-House of Brand. Thus, technical and social aspects of fashion industry were analysed together. By this technique, QFD-House of Brand established in relation to products and brand was interpreted and optimization suggestions were presented in accordance with the findings of the research. In addition, suggestions on sustainability and optimization of brand equity in fashion industry were provided.

新锐品牌资产生成的前因组态及其跃升路径研究

新消费是我国经济发展的新动能。如何优化品牌资产前因从而促进新锐品牌资产增长是品牌研究有待回答的重要问题。基于品牌价值链和消费者决策层级效应模型,构建包含市场定位、营销传播以及渠道转化3个一阶变量以及6个因素在内的新锐品牌资产生成模型,结合NCA和QCA两种方法探究5大行业20个新锐品牌的品牌资产生成路径。结果表明:新锐品牌存在4类实现高品牌资产的构型(IP赋能型、社交体验型、心智渗透型和产品自传播型)和2类导致非高品牌资产的构型(全网薄弱型和社交薄弱型),并且非高品牌资产可通过4条路径向高品牌资产跃迁。研究结论不仅对揭示新锐品牌资产不同前因及其协同作用与高水平品牌资产之间的关系提供了新视角,也为新锐品牌在高品牌资产路径设计方面提供了理论支持。

游客心理契约对旅游地品牌资产的影响研究——以河南洛阳老君山风景区为例

旅游地品牌资产作为旅游地竞争的重要手段,是对旅游地营销效果的反映,同时也是旅游地未来能否获取收益的重要因素。为了探究短视频营销下游客心理契约的履行与旅游地品牌资产之间的关系,文章以洛阳栾川老君山景区游客为调查对象,通过线上线下相结合的方式进行问卷调查,引入感知价值、游客价值共创行为作为中介变量,自我目的地联结作为调节变量,构建了一个有调节的中介效应模型。运用结构方程模型进行实证检验后发现:关系型心理契约和交易型心理契约均直接正向影响旅游地品牌资产;感知价值和游客价值共创行为在关系型心理契约和旅游地品牌资产中起着中介作用,感知价值在交易型心理契约和旅游地品牌资产中具有中介作用;自我目的地联结正向调节感知价值和旅游地品牌资产之间的关系,同时也调节了感知价值在心理契约(关系型心理契约和交易型心理契约)与旅游地品牌资产之间的中介作用。

品牌自播电商模式下互动性对用户黏度的影响研究

“直播+”新常态背景下,越来越多的传统品牌企业通过自建直播渠道实现营销模式的数字化转型,随着竞争加剧,如何吸引并且留住用户是商家关注的重要问题。引入“顾客资产驱动因素—忠诚”理论模型,综合价值资产、品牌资产和关系资产感知因素,构建包含响应性、去中心性和互动频率的直播电商用户黏度影响机制模型,并采用问卷调查法予以实证分析。结果表明:品牌自播电商模式下,各互动性维度对价值资产、品牌资产、关系资产均存在显著影响;关系资产对用户停留与用户留存存在显著影响,而价值资产和品牌资产的影响不显著;用户停留对用户留存存在显著影响。

数字化网络时代品牌资产共建的路径模型——基于淘宝网的探索性案例研究

数字化网络时代使品牌资产构建面临新情境。在高度开放且松散耦合的复杂网络环境中,如何使多元利益相关者协同实现品牌资产共建,尚缺乏系统性剖析。以淘宝网为研究对象,采用探索性案例研究方法,探讨新情境下品牌资产共建的驱动因素和机理,挖掘多网络层级利益相关者实现共建的过程和协同机制,以动态化和系统性视角构建品牌资产共建的路径模型。拓展了品牌资产构建研究的情境,揭示了品牌资产基于开放的复杂网络系统交互构建的“黑箱”,可为企业开展品牌资产共建提供理论启示和案例借鉴。