Measuring customer based place brand equity (CBPBE) from a public diplomacy perspective: Evidence from West Bengal

Bose, Sunny; Alwi, Sharifah Faridah Syed; Nguyen, Bang

doi:10.1016/j.jbusres.2018.01.059

Cited by 30 publications

(45 citation statements)

References 66 publications

(84 reference statements)

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“…One group comprised eight young respondents (aged 18-35 years), while the other contained eight participants between 36-55 years. This research refers to the approach of examining a diverse group of respondents proposed by Bose et al (2018) in their research on customer-based place brand equity. The respondents were required to describe their perceptions of green brands and their own experiences related to green brand relationship interactions.…”

Section: Item Generationmentioning

confidence: 99%

Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty Autori:

Li¹,

Juan²,

Sun³

2019

RCIS

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This manuscript attempts to defi ne the dimensions of green brand equity from the perspective of relationship interactions and explores their impacts on brand loyalty. Through a literature review and questionnaire-based research, this paper employs structural equation modeling to test the proposed model in a case study (green fl ooring products). The results indicate that interaction-based green brand equity is comprised of fi ve aspects of green brands: image, reciprocity, attachment, trust, and satisfaction. The fi ndings demonstrate that interaction-based green brand equity has a signifi cant infl uence on brand loyalty. This study strengthens the understanding of interaction-based green brand equity, and also provides a perspective for interactive communication between green brands and consumers.

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Section: Item Generationmentioning

confidence: 99%

Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty Autori:

Li¹,

Juan²,

Sun³

2019

RCIS

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“…Regarding the examination of the responses of the first question of the interview script, most of the interviewees confirmed that the conceptualization of CBE is a complex (Chatzipanagiotou et al, 2016;Zenker, 2014) yet current and rewarding topic (Bose et al, 2020;Pappu & Quester, 2010;Zeugner-Roth et al, 2008). For this sample of authorities, Aaker's CBBE model (1991) and Keller's concepts (1993Keller's concepts ( , 1998 prevail in the brand equity literature and should be adjusted or tested through their application to studies regarding place brand equity.…”

Section: The Conceptualization Of Country Brand Equitymentioning

confidence: 80%

“…Additionally, Keller argued that brand associations "may be created by linking the brand to another node or information in memory that conveys meaning to consumers" (1998, p. 74). Furthermore, place brand associations can influence brand image favorability when related to place brand equity (Bose et al, 2020;Zenker, 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…However, research on CBE remains in its infancy in the marketing literature (Bose, Roy, Alwi, & Nguyen, 2020;Pappu & Quester, 2010;Zeugner-Roth, Diamantopoulos, & Montesinos, 2008). Most CBE research conducted thus far has been quantitative in nature (Bose et al, 2020;Mariutti & Giraldi, 2019;Pappu et al, 2006;Pappu & Quester, 2010;Zenker, 2014;Zeugner-Roth et al, 2008). These past studies have defined CBE in a consolidated deductive-hypothetic approach for each of its stakeholder groups, markets, or country of origin.…”

Section: Introductionmentioning

confidence: 99%

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Country Brand Equity: The Role of Image and Reputation

Mariutti

Giraldi

2020

BAR, Braz. Adm. Rev.

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Country brand equity (CBE) is expanding in theory and in practice; however, little has been published on its conceptualization. By incorporating 'reputation' into the place brand equity construct at a country level, we provide a theoretical multidimensional framework for CBE. Seventeen interviews with international researchers were undertaken for theory building. A seven-dimensional CBE framework was developed according to the interpretations of two constructs -country brand reputation ('share of experience') and country brand image ('share of mind') -along with country brand associations, country brand awareness, country brand loyalty, country brand perceived quality, and channel relationships. We conclude by outlining potential further research avenues and implications for managerial practice. These contributions may guide policymakers, government officials, executives, and scholars in maximizing the value of a place brand (e.g., country, region, or city) by focusing on 'reputation' as an added (qualitative and/or quantitative) construct. This study may also inspire insights into joint efforts of public and private strategies and actions on economic performance, consumer welfare, and business decisions for national prosperity.

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“…Destination branding -India Kamat (2010) describes the Goa tourism industry as a good place to visit but marketers should introduce new forms of tourism, except beach-centric tourism, to retain and attract potential tourists such as village tourism. Bose et al (2018) explore the customer-based place brand equity (CBPBE) quantitatively, in the context of international relations (public diplomacy) between two places, West Bengal (in India) and Bangladesh and suggests that brand salience and perceived quality dimensions are important for brand engagement of a place and brand loyalty from the point of view of investment. Venkatachalam and Venkateswaran (2010) suggest that the success of countries such as Australia, France and Italy shows that destination can become brands that are contemporary and timeless.…”

Section: Asia-based Brand Equitymentioning

confidence: 99%

Customer-based brand equity index of Kurukshetra

Rani

2019

JTA

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Purpose This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra. Design/methodology/approach For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods. Findings The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination. Practical implications It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism. Originality/value This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.

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Measuring customer based place brand equity (CBPBE) from a public diplomacy perspective: Evidence from West Bengal

Cited by 30 publications

References 66 publications

Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty Autori:

Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty Autori:

Country Brand Equity: The Role of Image and Reputation

Customer-based brand equity index of Kurukshetra

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