The SAGE Handbook of Social Marketing

Noble, Gary I; Basil, Debra Z.

doi:10.4135/9781446201008

Cited by 18 publications

(2 citation statements)

References 121 publications

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“…Despite the theory of CBBE is well developed at the consumer level (Aaker, 1996;Erdem & Swait, 2014;Srinivasan, Hsu, & Fournier, 2011), the measuring instruments of CBBE deal with consumers evaluating brand, but the outcome of such evaluations is the brand equity, another level of analysis. At this level, brands compete to be chosen and this gives them a performance context (Noble & Basil, 2011). Brand managers usually want to raise brand metrics, using them as performance indexes (Ehrenberg et al, 2004), such as brand share or loyalty rate.…”

Section: Introductionmentioning

confidence: 99%

Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands

Porto

2018

Rev. Bras. Mark.

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Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumers brand choice and firms brand performance, as long as they embrace competing brands. In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and experienced / non-experienced consumers). Method: Appraising 39 brands, the model was composed of 6 metrics: awareness, perceived quality, loyalty, association, exclusiveness and willingness to pay a price premium. Confirmatory factorial analysis revealed the CBBE structure and multigroup moderation tests showed the comparisons between products and services and between experienced and non-experienced consumers. Main Result: The metrics have convergent validity with very good model fit. The metrics are similar for products / services, but different for consumers with / without experience (evidence of moderation). Contributions: Based on this measure, researchers and marketers can identify whether their brand's performance has been perceived better or worse than that of their competitors. Relevance/Originality: This article is the first to offer a more complete scale to assess the consumer-based brand equity of products and services, allowing the researcher to compare the competitiveness between brands.

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Section: Introductionmentioning

confidence: 99%

Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands

Porto

2018

Rev. Bras. Mark.

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“…Penelitian ini merupakan studi kualitatif, dan fokus untuk mengetahui lebih dalam pandangan KPM serta pengalaman KPM dalam melakukan aktivitas perbankan lewat penyaluran BPNT. Pendekatan ini merupakan pendekatan yang tepat, karena pendekatan kualitatif mampu memberikan pandangan yang lebih mendalam atas benak target audience (Hastings et al, 2011).…”

Section: Metodologi Penelitianunclassified

Pendekatan Pemasaran Sosial Untuk Peningkatan Inklusi Keuangan Bagi Masyarakat Kurang Mampu [A Social Marketing Approach to Increase Financial Inclusion for Underprivileged Communities]

Hiqmah

2019

DeReMa Jurnal Manajemen

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This research attempt to explore financial inclusion program executed through cashless food aid conducted by Ministry of Social Services, Indonesia's Bank and Indonesia's Financial Services Authority. Cashless food aid enable the underprivileged society that formerly have no access at all to financial or banking services, to finally have bank account, ATM card, and even doing their cashless transaction through e-stall. However, practically this program is facing some obstacles, especially on technology adoption by underprivileged society. Through social marketing approach, it is expected that financial inclusion program in Indonesia will have more precise strategy. Social marketing itself, has been demonstrated to be an effective tools of behavior change, especially on health initiatives and poverty reduction Using qualitative method, this research is doing in depth interview with 15 beneficiaries' family in Mojokerto as the receiver cashless food aid, to have insight on how they perceive financial inclusion program, what are their obstacles, and what are their expectations from this program. By analyze through the social marketing's approach, the result of this research showed that facilitating condition, interpersonnal communication, and intense socialization, are played an important role on succeding the financial inclusion program as the key to the barriers that is faced by the beneficiaries family when performing behavioral change on financial activity.

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Social Marketing

Deshpande

2015

Wiley Encyclopedia of Management

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The SAGE Handbook of Social Marketing

Cited by 18 publications

References 121 publications

Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands

Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands

Pendekatan Pemasaran Sosial Untuk Peningkatan Inklusi Keuangan Bagi Masyarakat Kurang Mampu [A Social Marketing Approach to Increase Financial Inclusion for Underprivileged Communities]

Social Marketing

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