Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability

Ray, Keshab; Sharma, Meenakshi

doi:10.1057/s41299-020-00097-y

Cited by 8 publications

(10 citation statements)

References 89 publications

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“…Wiedmann et al (2011) further explained that brand strength reflects a brand's competitiveness in the market and can be a key factor in achieving competitive advantage and better business performance. Ray & Sharma (2021) defined brand strength as a brand's ability to maintain and enhance its reputation in the market through differentiation, credibility, and a strong brand image. The function of brand strength is to influence consumers' perceptions of the brand and create greater brand value (Ray & Sharma, 2021).…”

Section: Brand Strength (Bs)mentioning

confidence: 99%

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Factors Affecting Repurchase Intention Of Paracetamol Users In Jabodetabek

Kurniawan,

Kustiawan

2024

COSTING

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This study aims to investigate the relationship between brand heritage, brand trust, brand loyalty, repurchase intention, and brand strength in several paracetamol brands of PT. Oryza Medica Indonesia in the Greater Jakarta area, Indonesia. Data collection was carried out online with the population, namely users of the paracetamol brand PT. Oryza Medica Indonesia, of as many as 138 people. This type of quantitative research method uses SEM-Lisrel analysis. The results of the study show that brand heritage has a positive influence on brand trust. In addition, brand heritage also has a positive influence on brand strength. Furthermore, brand trust has a positive influence on repurchase intentions. However, brand trust does not have a positive effect on brand loyalty. Furthermore, brand trust has a positive influence on repurchase intentions. In addition, it was found that brand strength has a positive influence on brand loyalty. In the context of paracetamol users, this study emphasizes the importance of increasing consumer trust and loyalty to increase repurchase intention by providing insight into the importance of understanding and managing relationships in the context of brand investment by providing products and services that meet customer expectations to strengthen brand positions and maintain market share. strong market. Keywords: Brand Heritage, Brand Trust, Brand Loyalty, Repurchase Intention, Brand Strength

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Section: Brand Strength (Bs)mentioning

confidence: 99%

“…Customer loyalty toward a brand can also be influenced by brand strength (Ray & Sharma, 2021). With strong brand strength, a brand can build customer trust and loyalty, enabling the brand to maintain market share and achieve long-term business growth (Sarantidou, 2017).…”

Section: Introductionmentioning

confidence: 99%

Factors Affecting Repurchase Intention Of Paracetamol Users In Jabodetabek

Kurniawan,

Kustiawan

2024

COSTING

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“…Brand equity and sustainability have been constantly discussed in the academic scenario. Morit et al (2018) describe the two fundamentals as symbiotic when planning to change the image of the business with a focus on innovation; other studies reinforce that sustainability is an antecedent and basic factor for a heavy equity of the brand (Arrigo, 2018;Gonzalez-Lafaysse & Lapassouse-Madrid, 2016;Ray & Sharma, 2020). Recent research points to a link between these variables that can contribute to the economic and sustainable advantages of an organization (Marín-García et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Consumer perception of brand equity based on environmental sustainability - development and validation of a scale

Diego

Holanda

2022

Preprint

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Brands gradually became the core dimension and strategic asset of branding for organizations of all sizes, and today many companies adopt various forms of green marketing activities as part of their strategies. The objective of this study was to investigate and develop the psychometric properties of precision and validity of a scale for brand evaluation equity based on environmental sustainability. The scale was validated by adopting the standards described in the Standards for Educational and Psychological Testing APA. As samples for validation tests, eight companies were selected from those developing their sustainable business. The data were applied to 262 potential consumers. A scale with 22 items was constructed and validated, and after evaluation by the specialists, 22 items were obtained, divided into four dimensions: Brand quality perception — BQP (6 questions); Strategic Brand Positioning – SBP (10 questions); Willingness to purchase — WtB (3 questions) and Innovation in retail — INM (3 questions). Three items were modified because they presented the CVC at 0.8 and were accepted after the adjustments. The instrument items showed good internal consistency (0.877) regarding their domains. For DIF data, the scale invariably works for older and younger people for almost all items, except item INM 04. This article fills the gap in the literature by developing a scale to assess consumer perception of brand equity and environmental sustainability.

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“…Many marketers are developing brand positioning strategies based on consumer perceptions of local and global brands in the current era (Ray and Sharma, 2021). As a result, the concepts of PBL and PBG are extremely important in the realm of consumer behavior.…”

Section: Introductionmentioning

confidence: 99%

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

Safeer

Chen

Abrar

et al. 2021

APJML

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PurposeThe study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approachIn accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.FindingsAfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implicationsThe research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implicationsThe research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/valueThe novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

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Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability

Cited by 8 publications

References 89 publications

Factors Affecting Repurchase Intention Of Paracetamol Users In Jabodetabek

Factors Affecting Repurchase Intention Of Paracetamol Users In Jabodetabek

Consumer perception of brand equity based on environmental sustainability - development and validation of a scale

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

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