A descriptive study of brand equity of india's popular online shopping sites

Sandhe, Ashutosh Anil

doi:10.14807/ijmp.v11i2.1066

Cited by 3 publications

(3 citation statements)

References 6 publications

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“…Este valor puede reflejarse en la forma en que los consumidores piensan, sienten y actúan respecto de la marca, así como en los precios, la participación de mercado y la rentabilidad que genera para la empresa (Orellana, 2016;Sajtos et al, 2022;Sandhe, 2020). Por ello la importancia de evaluar el capital o valor de marca (o brand equity por sus siglas en inglés) el cual se entiende como el valor añadido o efecto diferencial que se asigna a un producto o servicio a partir de la marca exhibida (Lim et al, 2020).…”

Section: Valor De Marcaunclassified

“…Los enfoques centrados en el consumidor, ya sea un individuo o una organización, reconocen que el poder de una marca reside en lo que los consumidores han visto, leído, escuchado, pensado y sentido sobre la misma a lo largo del tiempo (Keller, 2013). En esta línea, se han desarrollado diferentes metodologías de medición (Aaker, 1991;Dick & Basu, 1994;Green & Krieger, 1995;Keller, 1993) en la que destaca, en particular, la aportación realizada por Aaker (1991) que brinda la ventaja de profundizar en la procedencia del valor de marca, bajo dimensiones fundamentales reconocidas, y cuyos planteamientos han sido recogidos por diversos autores (Brochado & Oliveira, 2018;Le-Hoang et al, 2020;Orellana, 2016;Sandhe, 2020;Tiwari & Loyalty, 2019;Tsordia et al, 2018).…”

Section: Valor De Marcaunclassified

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Valor de marca del pisco chileno: aportes desde la región pisquera de Chile

Araya-Pizarro

2022

retos

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En un entorno globalizado y competitivo como el de la industria pisquera, es fundamental distinguir la oferta propia de la de otros competidores. En este sentido, la marca es un atributo de valor significativo que permite al consumidor identificar el origen del bien y a la empresa diferenciar sus productos y servicios en el mercado. El objetivo de esta investigación fue analizar el valor de marca del pisco chileno (el destilado más importante de Chile) en la principal zona pisquera del país: la Región de Coquimbo. Se elaboró un instrumento de medición, basado en el modelo multidimensional de valor de marca de Aaker (1991), que fue aplicado a una muestra probabilística de 254 consumidores del destilado. Los resultados mostraron que los factores con mayor y menor relevancia son de tipo comportamental: notoriedad y lealtad de marca, respectivamente.Esto devela un cliente cuya lealtad es mayormente cognitiva, que valora y reconoce las características del producto, pero no necesariamente adquiere la bebida (lealtad conductual). Además, el examen de las variables según el perfil del participante permitió advertir diferencias significativas, según sexo e ingresos (en la dimensión notoriedad); y según edad (en las dimensiones de calidad percibida y asociaciones de la marca). Se concluye que existen atributos determinantes del valor de marca para los consumidores, cuyo develamiento y gestión adecuada permitirían mejorar el posicionamiento y la competitividad del pisco chileno en el mercado.

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Section: Valor De Marcaunclassified

Valor de marca del pisco chileno: aportes desde la región pisquera de Chile

Araya-Pizarro

2022

retos

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“…In this paper, the planned implications of the results are examined (Narteh, 2018). Sandhe (2020) conducted research to study brand equity for virtual shopping in India. The goal of the analysis was to evaluate the CBBE (consumer-based brand equity) of Amazon and Flipkart, two of India's most well-known online retailers.…”

Section: Introductionmentioning

confidence: 99%

Untitled

2023

MMI

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The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent years. Research on brand equity has acquired substantial importance in the current competitive market situation. Brand equity is regarded as a required part of marketing strategies. It is essential to develop a strong bond with customers to gain a long-term customer base, so the study of different factors affecting consumer decision making becomes very important for marketers. Brand association is a link that buyers draw in their mind between their brand and an urge, interpretation, feeling, moment, someone, search, or interest. Buying judgments are significantly prompted by this linkage, which could be immediately favorable or unfavorable. Consumers' overall opinions and relationships with a brand are represented by brand equity. Brand association can add value by facilitating knowledge repossession procedures, distinguishing brands, giving ways to purchase, and developing good feelings. Marketing must create and sustain effective sentimental bonds with consumers to gain their trust in the firm. Brand awareness helps customers develop strong attachment over an extended time period. Retailers may evaluate and supervise their brand's opinion to establish a competitive edge for increasing customer loyalty and preference by understanding consumer brand equity. The intention of the research was to attain the association between brand association and brand equity in the organized retail sector. The research was conducted utilizing the survey technique incorporating the Likert Scale to collect the primary data from Jaipur city, the capital of Rajasthan State of India. The relationship between brand association and brand equity was conceptualized based on existing research in the organized retailing sector, and data were collected using a structured questionnaire. For the study, responses from 225 customers were collected using the convenience sampling method. The outcomes of the analysis show a direct and significant relationship between brand associations and brand equity in the organized retail sector. The study will help marketers to include strategies related to brand association and brand equity in their marketing campaigns to connect more with customers to increase their repurchasing of brands.

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Impact of Brand Association on Brand Equity in Organized Retail Sector

Choudhary,

Dawar,

Panwar

2023

MMI

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The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent years. Research on brand equity has acquired substantial importance in the current competitive market situation. Brand equity is regarded as a required part of marketing strategies. It is essential to develop a strong bond with customers to gain a long-term customer base, so the study of different factors affecting consumer decision making becomes very important for marketers. Brand association is a link that buyers draw in their mind between their brand and an urge, interpretation, feeling, moment, someone, search, or interest. Buying judgments are significantly prompted by this linkage, which could be immediately favorable or unfavorable. Consumers’ overall opinions and relationships with a brand are represented by brand equity. Brand association can add value by facilitating knowledge repossession procedures, distinguishing brands, giving ways to purchase, and developing good feelings. Marketing must create and sustain effective sentimental bonds with consumers to gain their trust in the firm. Brand awareness helps customers develop strong attachment over an extended time period. Retailers may evaluate and supervise their brand’s opinion to establish a competitive edge for increasing customer loyalty and preference by understanding consumer brand equity. The intention of the research was to attain the association between brand association and brand equity in the organized retail sector. The research was conducted utilizing the survey technique incorporating the Likert Scale to collect the primary data from Jaipur city, the capital of Rajasthan State of India. The relationship between brand association and brand equity was conceptualized based on existing research in the organized retailing sector, and data were collected using a structured questionnaire. For the study, responses from 225 customers were collected using the convenience sampling method. The outcomes of the analysis show a direct and significant relationship between brand associations and brand equity in the organized retail sector. The study will help marketers to include strategies related to brand association and brand equity in their marketing campaigns to connect more with customers to increase their repurchasing of brands.

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A descriptive study of brand equity of india's popular online shopping sites

Cited by 3 publications

References 6 publications

Valor de marca del pisco chileno: aportes desde la región pisquera de Chile

Valor de marca del pisco chileno: aportes desde la región pisquera de Chile

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Impact of Brand Association on Brand Equity in Organized Retail Sector

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