Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA

Yang, Deli; Sönmez, Mahmut; Fuentes, Mario V González; Liu, Yi; Yoder, Carol Y.

doi:10.1057/s41262-019-00154-w

Cited by 12 publications

(20 citation statements)

References 51 publications

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“…Our findings consider characteristics and reasoning behind young consumers' purchases (Hoyer, 1984). Consequently, our study results contribute to and extend prior work while providing a template for empirical work in other countries (Almeida et al, 2021;Kim et al, 2020;Yang et al, 2019).…”

Section: Contributions and Discussionsupporting

confidence: 73%

“…After all, brand owners adopt a wide range of strategies to drive brand equity, but consumers believe that brand care, frequent innovation and differentiation matter the most. These findings help disentangle prior studies' mixed roles (Liu and Shankar, 2015;Bogart, 1986;Yang et al, 2019).…”

Section: Contributions and Discussionmentioning

confidence: 72%

“…advertising agency) and by prior research (18-35, e.g. Yang et al, 2019). However, studies also argue that students mostly enter into universities at the age of 17; professionals between 22 and 40 are widely viewed as recent graduates and young professionals (Taylor, 1987).…”

Section: Instrument and Sample Datamentioning

confidence: 99%

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It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands

Yang

Yoder

et al. 2023

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Purpose This paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances users’ bond with the brand. Second, brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality improves brand bond. Third, BOE significantly enhances BUC. Design/methodology/approach This study proposed an integrative model with new concepts and tested it with 2,135 young Chinese consumers using global smartphone brands. Results are drawn from structural equation modeling and comparisons between stakeholders and among smartphone brands. Findings The results show that BOE and BUC are significant and equally effective at enhancing brand bond. BOE also shows a significantly stronger effect on BUC than on brand bond. The temporal comparison between 2015 and 2018 confirms the changing reality of the smartphone world. As for brand comparison, young consumers perceive that iPhone differentiates itself from Huawei and Samsung rivals in terms of BOE and BUC on brand bond. However, none of these brands show significant differences in terms of BOE effect on BUC. Research limitations/implications Please see detail in the Conclusion and Discussions. Practical implications Please see detail in the Conclusion and Discussions. Social implications Please see detail in the Conclusion and Discussions. Originality/value This study introduced a validated model with new concepts based on the global smartphone industry, perceived by young Chinese consumers. The results prove that it takes both the owners and users together to contribute to the brand bond, but brand owners’ role on BUC is more significant.

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Section: Contributions and Discussionsupporting

confidence: 73%

Section: Contributions and Discussionmentioning

confidence: 72%

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It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands

Yang

Yoder

et al. 2023

Self Cite

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“…Although most scholars agree on the measures of consumer-based brand value ( Frías-Jamilena et al, 2018 ; Yang et al, 2019 ; Cho and Hwang, 2020 ; Chokpitakkul and Anantachart, 2020 ; Cambra-Fierro et al, 2021 ; Pina and Dias, 2021 ), these measures are scattered due to the recurring of the components forming brand value dimensions across different brand types. According to the research object of brand value, scholars have examined the measures of brand value from different perspectives, such as grouping by global and local brands ( Zarantonello et al, 2020 ), the nature of fast fashion ( Su, 2016 ), destination brands ( Tasci, 2018 ), etc.…”

Section: Literature Reviewmentioning

confidence: 99%

Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

Liu

et al. 2022

Front. Psychol.

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China apparel customization brands (CACBs) have been recently growing in massive quantities despite being in their infancy stages of brand value building. Although scholars have proven brand value’s importance in sustainable brand growth, studies on the specific context of CACBs are still limited. This research proposes a conceptual framework of CACBs’ brand value measured dimension based on previous studies and divides brand value into both general and specific dimensions. Accordingly, qualitative (semi-structured interviews) and quantitative (online survey) studies were conducted from the perspectives of practitioners and consumers. Ultimately, a scale of 30 items with nine dimensions was generated. Results reveal that brand association in the general dimensions and brand service in the special dimensions were the largest promoters of CACB brand value. Hence, practitioners should pay more attention to dimensions of cognitive conflicts. Practical suggestions for apparel customization marketers are proposed to build and enhance brand value.

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“…Accordingly, effective advertising and demonstration of the product stimulates trial and reduces customers’ uncertainty (Guiltinan, 1999; Romaniuk and Hartnett, 2017; Yang et al , 2020). Similarly, appropriate branding establishes brand associations and the right pricing encourages purchases by customers with perceptions of high quality or early adopters, thus resulting in new product success (Guiltinan, 1999; Guo et al , 2018; Ingenbleek et al , 2010; Yang et al , 2019).…”

Section: Theoretical Framework and Hypothesis Developmentmentioning

confidence: 99%

The bidirectional complementarity between market orientation and launch proficiency affecting new product performance

Fakhreddin

Foroudi

Ghahroudi

2021

JPBM

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Purpose Based on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a driver of new product performance. Design/methodology/approach In this research, an on-site survey of Iranian, research and development- intensive, manufacturing firms was carried out to examine the proposed hypotheses. Based on the 179 workable survey responses, a covariance-based structural equation modeling was applied to verify the proposed theoretical model. Findings The empirical findings reveal that the effects of market orientation or launch proficiency alone are not significant while the complementarity between them significantly influences new product performance. These research outcomes suggest that this complementarity leads to a bidirectional co-specialization relationship in firms, promoting both market intelligence generation processes and product-launch capabilities, and therefore resulting in superior new product performance. Originality/value The current characterization of the resource-based theory signifies that strategic resources merely have potential value and actualizing this value needs complementary organizational capabilities. Furthermore, the literature notably lacks empirical findings supporting these complementarities. Therefore, the findings concerning the bidirectional co-specialization between market orientation and launch proficiency not only provide empirical support for the dynamic capabilities theory but also address recent research calls to identify and calibrate the importance of dynamic capabilities for leveraging market orientation on new product performance.

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Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA

Cited by 12 publications

References 51 publications

It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands

It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands

Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

The bidirectional complementarity between market orientation and launch proficiency affecting new product performance

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