Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM

Farhat, Kashif; Mokhtar, Sany Sanuri Mohd; Salleh, Salniza Md.

doi:10.22598/mt/2020.32.2.147

Cited by 3 publications

(1 citation statement)

References 40 publications

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“…Luxury car marketers could benefit from highlighting brand value's social and symbolic significance in their communications with brand-attached Lithuanian consumers. Farhat K. et al (2020) focus on assessing the brand image, experience, attributes, and influence as brand engagement antecedents. This research aims to promote customer relationship management and user brand equity suppositions pertaining to brand engagement behavior.…”

Section: Introductionmentioning

confidence: 99%

How does brand equity influence the intent of e-bike users? Evidence from Chennai city

Appu

2023

The Scientific Temper

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E-bikes, a rapidly developing hybrid technology, threaten the notion of leisurely, non-motorized riding. This empirical study aims to determine the connection between brand equity, brand value, and electric bike purchase intention in Chennai. The descriptive research strategy was employed to collect the data from 151 respondents via questionnaire using judgment sampling, and hypotheses were tested using multiple regression. The consequences showed that the coefficient for brand loyalty was 0.643, and a one-unit increase in brand loyalty resulted in a 0.643% increase in purchase intent. The study’s results help managers better understand how to create a post-brand equity marketing strategy for long-term success in the market. An improved understanding of brand equity’s effects would help the auto industry gain consumer loyalty and enable long-term partnerships

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Section: Introductionmentioning

confidence: 99%

How does brand equity influence the intent of e-bike users? Evidence from Chennai city

Appu

2023

The Scientific Temper

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What drives car buyers to accept a rejuvenated brand? the mediating effects of value and pricing in a consumer-brand relationship

Hamzah

Pontes

2022

Journal of Strategic Marketing

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The Perception of Customer-based Brand Equity in China's tea industry: A case study Tian Shang Ren Jian Brand

Wang,

Kamkankaew,

Thanitbenjasith

et al. 2023

IJSASR

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Background and Aim: A brand equity might be its monetary value, its position in a company's balance sheet, or customers' loyalty and confidence in the goods offered by the business. This study aims to explore the level of perception of customer-based brand equity of the Tian Shang Ren Jian brand in China's tea industry and to study the guideline for Customer based Brand Equity development of the Tian Shang Ren Jian brand in China's tea industry Materials and Methods: This research is a quantitative research method. The total sample size for the research will be 385 customers of the Tian Shang Ren Jian brand. The questionnaire was used as a tool to collect data. Statistical values such as percentage, frequency, mean, and standard deviation were used for data analysis. Results: The results suggest that each of the variables demonstrated elevated values, with an average score of 4.11 and a deviation from the mean of 0.64. The levels of brand awareness, image, perceived quality, and loyalty were significantly higher. Tian Shang Ren Jian's customer-based brand equity ideas can help China's tea sector build successful partnerships by emphasizing individualization and self-conceptual links. Tian Shang Ren Jian needs to improve its understanding of the brand, sales promotion, and digital media technologies to uphold consumer confidence and enhance brand/product communication. Conclusion: Tian Shang Ren Jian's customer-based brand equity ideas can help China's tea sector build successful partnerships, with an average score of high level from the mean. Managers and marketers of Tian Shang Ren Jian brand should review their situation analysis and rethink their brand identity to improve sustainability.

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Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM

Cited by 3 publications

References 40 publications

How does brand equity influence the intent of e-bike users? Evidence from Chennai city

How does brand equity influence the intent of e-bike users? Evidence from Chennai city

What drives car buyers to accept a rejuvenated brand? the mediating effects of value and pricing in a consumer-brand relationship

The Perception of Customer-based Brand Equity in China's tea industry: A case study Tian Shang Ren Jian Brand

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