The Role of Sponsorship and Public Relations in Brand Equity Creation: An Exploratory of Vietnamese Consumers Perception of Soft Drinks

Lang, Le Dang; Buu, Le Tan; Hiến, Nguyễn Văn

doi:10.1080/10454446.2020.1790459

Cited by 2 publications

(7 citation statements)

References 54 publications

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“…Thus, on one hand, these findings support previous findings (e.g. Lang et al, 2020;, but, on the other hand, they show conflicting effects in consumers' awareness of the brand even in similar low-involvement product contexts (e.g. Bravo et al, 2007;.…”

Section: Conclusion 71 Theoretical Contributionssupporting

confidence: 89%

“…Buil et al, 2013;Nikabadi et al, 2015) or FMCG (e.g. Bravo et al, 2007;Lang et al, 2020; find that consumers often need to know a brand before they form profound perceptions of it, and then they may develop loyalty. However, the impact can be different across markets (e.g.…”

Section: Global Brand Loyalty and Its Antecedentsmentioning

confidence: 99%

“…Second, even though numerous studies investigate the impact of the marketing mix on brand equity (e.g. Aaker, 1991;Beneke and Zimmerman, 2014;Bravo et al, 2007;Buil et al, 2013;Chaudhuri et al, 2018;Gentile et al, 2019;Kim and Hyun, 2011;Konuk, 2018;Langga et al, 2021;Lang et al, 2020;Nikabadi et al, 2015;Tsordia et al, 2018;Yoo et al, 2000), the marketing mix is a complex, multidimensional concept and, thus, impossible to research comprehensively on all its elements in the same study. This complexity is the result of the growing challenges in designing and implementing marketing campaigns (Keller, 2001).…”

Section: Introductionmentioning

confidence: 99%

“…Instead, many scholars have adopted a partial approach to examine the effects of some selected marketing mix elements on brand equity and its components (e.g. Bravo et al, 2007;Buil et al, 2013;Lang et al, 2020;Nikabadi et al, 2015;Villarejo-Ramos and Sanchez-Franco, 2005;Yoo et al, 2000). Moreover, while marketing practitioners have applied a creative and flexible combination of marketing mix elements to strengthen brand equity and its dimensions (Keller and Lehmann, 2006), the academic understanding of the relationship between these two concepts remains limited, in particular, the influence of the marketing mix on brand loyalty.…”

Section: Introductionmentioning

confidence: 99%

“…, 2019; Kim and Hyun, 2011; Konuk, 2018; Langga et al. , 2021; Lang et al. , 2020; Nguyen and Nguyen, 2011; Nguyen et al.…”

Section: Introductionmentioning

confidence: 99%

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The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

Lang

Behl

Guzmán

et al. 2022

IMR

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PurposeScholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.Design/methodology/approachThis study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.FindingsThe study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.Originality/valueThis is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

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Section: Conclusion 71 Theoretical Contributionssupporting

confidence: 89%

Section: Global Brand Loyalty and Its Antecedentsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…, 2019; Kim and Hyun, 2011; Konuk, 2018; Langga et al. , 2021; Lang et al. , 2020; Nguyen and Nguyen, 2011; Nguyen et al.…”

Section: Introductionmentioning

confidence: 99%

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The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

Lang

Behl

Guzmán

et al. 2022

IMR

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“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

Khan,

Nabi

2024

JAMR

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PurposeThe purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT) and analysing the effect of trust in SMIs on online purchase intention and credibility of the post. This study also explored the mediating role of influencers’ credibility of the post between trust in SMIs and online purchase intention.Design/methodology/approachThe data were collected from 417 respondents in Jaipur, India, using an online questionnaire via Google Forms. A convenience sampling technique was employed to collect the data. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed hypotheses with the help of SmartPLS version 4.FindingsThe results exhibit a positive and significant influence of trust in SMIs on credibility of the post and online purchase intention. Also, this study found a positive and significant relationship between credibility of the post and online purchase intention. Additionally, credibility of the post had a positive and significant mediation role in the relationship between trust in SMIs and online purchase intention. In addition, homophily positively moderated the relationship between trust in SMIs and credibility of the post.Practical implicationsThe findings of this study can be used by marketing professionals working in the e-commerce industry to ensure their continued in success using the right influencers for their specific target audiences and help them create and implement more effective promotional strategies, increasing brand awareness, announcing sales, using them for creative content and so on.Originality/valueUntil now, there has been no study in the Indian context that has tested the moderation effect of homophily between the trust in SMIs and credibility of the post by incorporating the SAT, according to the researchers’ knowledge. Furthermore, this novel piece of research explored the relationship between trust in SMIs and online purchase intention with credibility of the post as a mediator.

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The Role of Sponsorship and Public Relations in Brand Equity Creation: An Exploratory of Vietnamese Consumers Perception of Soft Drinks

Cited by 2 publications

References 54 publications

The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

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