Antecedents of Brand Equity

Seliani, Andina; Pratomo, Luki Adiati

doi:10.22219/jmb.v9i2.11827

Cited by 4 publications

(11 citation statements)

References 23 publications

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“…In the study of Alexandra & Cerchia (2018), the literature study emphasizes the role of brand recognition variables in shaping and increasing customer brand equity. The same results were also obtained by Seliani & Pratomo (2019) and Asif et al, (2015) in their study of retail consumers. Study conducted by Uslu et al, (2013) in airlines industry also shows the similar result that brand awareness has strong relationship to airlines brand equity.…”

Section: Relationship Between Brand Awareness and Brand Equitysupporting

confidence: 86%

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Influence of Brand Awareness, Brand Image, Perceived Quality and Brand Loyalty on Brand Equity in Banking Sector

Saputra¹

2022

JBSMR

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The purpose of this study was to examine the effect of brand awareness, brand image, perceived quality, and loyalty to brand equity in the banking sector. The samples in this study were 240 respondents who registered as customers of 40 banking branch offices. The results of statistical tests using SEM-PLS show that there are only brand loyalty and brand awareness that have a significant effect on brand equity in banking sectors. While brand image and perceived quality have no significant effect, there is also no positive significance of brand image as a mediation to the relationship between brand awareness and brand equity. These findings indicate the importance of banking management to continuously increase brand awareness and brand loyalty programs and improve perceived quality and brand image in building brand equity to winning the competition among banking companies.

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Section: Relationship Between Brand Awareness and Brand Equitysupporting

confidence: 86%

“…Meanwhile, Alhaddad (2014), Asif et al, (2015), and Seliani & Pratomo (2019) in their study also succeeded in concluding the importance of achieving brand loyalty from a consumer perspective to increase brand equity.…”

Section: Relationship Between Brand Loyalty and Brand Equitymentioning

confidence: 91%

Influence of Brand Awareness, Brand Image, Perceived Quality and Brand Loyalty on Brand Equity in Banking Sector

Saputra¹

2022

JBSMR

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“…Consequently, the brand image is reflected in consumers' self-image. Moreover, the products reflect consumers' identity and selfexpression (Seliani and Pratomo, 2019).…”

Section: Authors' Approach To Brand Equitymentioning

confidence: 99%

Exploring brand equity assessment within consumer perception. Case of the jeans industry

Hernández-Gallego,

Escobar-Sierra

2024

Terra Econ.

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The adoption of institutionalist theory derived from Thorstein Veblen is justified by its capacity to confer legitimacy to the subject in an environment where symbolic economies guide exchange intentions. In this context, the fashion industry, grappling with challenges in acquiring new clients and enhancing management performance, seeks alternatives such as brand equity to foster profound symbolic relationships between fashion brands and consumers while conferring legitimacy to the consumer. This study contributes to the comprehension of fashion consumer perception, particularly in response to symbolic stimuli, by delving into the measurement of brand equity in jeans garments. Our methodology was guided by a comprehensive literature review, enabling the construction of a survey instrument to gauge fashion consumers' perceptions of brand equity. Subsequently, we collected a sample of 857 university students from Medellín City, Colombia. The survey results underwent exploratory factor analysis, revealing that brand equity is instrumental in comprehending market dynamics within the fashion industry. We specifically focused on neotraditional, contemporary, and exhibitionist archetypes, highlighting their significance in purchasing jeanswear. These archetypes create symbolic associations between brands and products based on status, differentiation, and market acceptance. Essential consumer variables include popularity, rebuy intent, and social responsibility. These findings hold theoretical and managerial implications, shedding light on the intricate interplay between brand equity, consumer perceptions, and symbolic aspects in the fashion industry.

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“…A marca de um produto acrescenta outras dimensões que o diferenciam de alguma forma de outros produtos destinados a satisfazer a mesma necessidade. Tais diferenças podem ser racionais e tangíveisrelacionadas com o desempenho do produto da marca ou mais simbólicas, emocionais e intangíveisrelacionadas com o que a marca representa (Seliani, & Pratomo, 2020).…”

Section: Marcaunclassified

“…De igual forma, o pós-venda pode aumentar a relação entre as partes interessadas e sua satisfação geral com o produto, fornecendo informações, produtos e/ou serviços com vistas a uma fidelização maior. (Iglesiasa, Markovicb & Rialpc, 2019;Seliani, & Pratomo, 2020).…”

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Construção e validação de uma escala para avaliar a percepção da marca automotiva Peugeot no Distrito Federal

Monteiro,

Lois,

De Castro Júnior

et al. 2024

OLEL

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Em um mercado altamente competitivo, a marca apresenta-se, cada vez mais, como um dos principais ativos de uma empresa. Através dela, é possível construir e/ou consolidar uma eficiente imagem institucional, bem como de seus produtos e/ou serviços, posicionando e aumentando sua vantagem competitiva junto aos mais variados públicos-alvo. A proposição de novas escalas para o construto da marca automotiva implica uma maior facilidade de tomada de decisões gerenciais, esclarecendo alguns dos fatores preditivos do desempenho de produtos. O presente trabalho teve como objetivo a construção e validação de uma escala para a Marca Automotiva Peugeot. A escala foi construída com base na teoria revisada e validada com a utilização de técnica de análise fatorial exploratória, sobre uma base de 73 questionários aplicados aos consumidores da marca Peugeot no Distrito Federal. Os resultados apresentam uma escala validada para mensuração de Marca Automotiva com cinco construtos: Qualidade Percebida, Consciência da Marca, Percepção de Valor, Associação da Marca e Lealdade à Marca. Apesar da limitação do trabalho (pesquisa aplicada a um caso e amostra específica), o presente estudo pode contribuir no fortalecimento da marca no segmento de veículos, além da qualidade de seus produtos e/ou serviço e no desenvolvimento de ações mercadológicas e comunicacionais.

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Antecedents of Brand Equity

Cited by 4 publications

References 23 publications

Influence of Brand Awareness, Brand Image, Perceived Quality and Brand Loyalty on Brand Equity in Banking Sector

Influence of Brand Awareness, Brand Image, Perceived Quality and Brand Loyalty on Brand Equity in Banking Sector

Exploring brand equity assessment within consumer perception. Case of the jeans industry

Construção e validação de uma escala para avaliar a percepção da marca automotiva Peugeot no Distrito Federal

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