Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry

Adetunji, Raji Ridwan; Rashid, Sabrina Mohd; Ishak, Sobhi Mohd

doi:10.1080/13527266.2018.1455066

Cited by 43 publications

(47 citation statements)

References 60 publications

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“…In a contemporary business environment, every organization strongly believes in branding and brand equity. Organizations prioritize to develop and sustain brand equity by considering it a priceless asset for the organization (Raji et al, 2019). Consumer perspective, organizational perspective, and financial perspective three different approaches are in practice to measure the brand equity (Farjam and Hongyi, 2015).…”

Section: Introductionmentioning

confidence: 99%

“…Consumer perspective, organizational perspective, and financial perspective three different approaches are in practice to measure the brand equity (Farjam and Hongyi, 2015). Consumer-based brand equity (CBBE) integrates the customer's point of view to understand and measure brand equity (Baalbaki and Guzmán, 2016;Raji et al, 2019). In previous studies, scholars concluded incoherent outcomes from the relationship between CBBE and product design perception (Noble andKumar, 2008, 2010;Mishra et al, 2015).…”

Section: Introductionmentioning

confidence: 99%

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Design Perceptions for 3D Printed Accessories of Digital Devices and Consumer-Based Brand Equity

Meng

Bari

2019

Front. Psychol.

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Drawn on means-end theory and relationalism, this study investigates the impact of 3D printed branded accessories' design perception on consumer-based brand equity (CBBE). In addition, how experiential value mediates the relationship between product design perception and CBBE. Based on a random sampling approach, the present study collected 535 3D printed branded accessories users' responses through social media (WeChat). The data were analyzed through partial least squares, structural equation modeling (PLS-SEM) approach, smart PLS-3. The results reveal that two dimensions of design perception (functional and kinesthetic) have a significant impact on CBBE. However, design perception (visual) has failed to impact significantly on CBBE. The experiential value significantly mediates the relationship between all dimensions (visual, functional, and kinesthetic) of design perception and CBBE. This study concludes that experiential value/user experience is an inevitable mediator between product design perception and CBBE. The implication and limitations of this study are discussed in the last section of this study.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Design Perceptions for 3D Printed Accessories of Digital Devices and Consumer-Based Brand Equity

Meng

Bari

2019

Front. Psychol.

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“…The emergence of online communication such as social media makes the brand building program more strategic for higher education (HE) service, as most of the students nowadays portray their mental map regarding these institutions from their online communication experiences. Such experiences also include email marketing and SEO (Raji et al, 2018).…”

Section: Online Marketing Communication and Higher Education Brandingmentioning

confidence: 99%

“…Brand equity represents the overall set of liabilities and assets related to a brand. In coming up with the brand equity, Raji et al (2018) suggest that understanding the brand and brand image is fundamental because it will assist in knowing and explaining the brand equity as depicted by three-dimensional relationships among brand image, brand attitude, and brand equity. The study showed that brand image plays a key role to create positive brand equity fundamentally.…”

Section: Web-based Marketing Communicationmentioning

confidence: 99%

“…Malaysia also aspires to become one of the best educational service providers in the world (www.moe.com). It is to be noted that positive brand equity is a fundamental indicator that shows the effectiveness of each used communication tool (Raji et al, 2018). Before the use of each marketing communication technique, one needs to confirm its projected value.…”

Section: Introductionmentioning

confidence: 99%

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Web-based marketing communication to develop brand image and brand equity of higher educational institutions

Momen

Sultana

Haque

2019

GKMC

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Purpose Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions. Design/methodology/approach The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used. Findings In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant. Research limitations/implications Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature. Practical implications Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet. Originality/value This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.

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The Impact of Social Media Marketing Communications on Consumer Response During the COVID-19: Does the Brand Equity of a University Matter?

Aljumah¹,

Nuseir

Alshurideh

2021

Studies in Systems, Decision and Control

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Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry

Cited by 43 publications

References 60 publications

Design Perceptions for 3D Printed Accessories of Digital Devices and Consumer-Based Brand Equity

Design Perceptions for 3D Printed Accessories of Digital Devices and Consumer-Based Brand Equity

Web-based marketing communication to develop brand image and brand equity of higher educational institutions

The Impact of Social Media Marketing Communications on Consumer Response During the COVID-19: Does the Brand Equity of a University Matter?

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