A consumer-perceived consumer-based brand equity scale

Baalbaki, Sally; Guzmán, Francisco

doi:10.1057/bm.2016.11

Cited by 165 publications

(184 citation statements)

References 75 publications

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“…In common, it is pretended that brand imitates corporate asset [111]. There are three perspectives of brand equity one is financial, second is a consumer, and third is a company [94,112,113]. In recent studies on branding, the focus is on stakeholder co-creation of brand Value [114][115][116][117][118][119].…”

Section: B Corporate Social Responsibility and Brand Equitymentioning

confidence: 99%

Corporate Social Responsibility, Brand equity, and Shareholder Value: Theoretical and Conceptual Perspectives.

2019

IJRTE

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From the last many years, researchers, administrators, and educators consistently paying attention to corporate social responsibility. However, no study analyses the association between corporate social responsibility, brand equity, and shareholder value. The objective of this research paper is to produce a review as to the strength to which corporate social responsibility and brand equity are predictor variables for shareholder value, with the ground that organizations must be wilfully positioned for them to tackle the anticipation convenient in their environments. In connection to this study, the shareholder, stakeholder, and resource base view theories form the base for the underpinning theories used for drawing up the research framework with respect to the connection among shareholder value, corporate social responsibility and brand equity simultaneously. Very few research attempts are made in this area of study in the emerging and developed nations, especially with shareholder value and brand equity. Therefore, practitioners and scholars are inspired to progress in the development of the body of knowledge in this research field for the universal enrichment of output, as the review form a concept of corporate social responsibility and brand equity as a critical tool for boosting shareholder value locally and internationally.

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Section: B Corporate Social Responsibility and Brand Equitymentioning

confidence: 99%

Corporate Social Responsibility, Brand equity, and Shareholder Value: Theoretical and Conceptual Perspectives.

2019

IJRTE

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“…The literature is replete with studies on the measurement of CBBE (Baalbaki & Guzmán, 2016;Christodoulides & Chernatony, 2010;Christodoulides, De Chernatony, Furrer, Shiu, & Abimbola, 2006;Tuominen, 1999). These studies unanimously opined that there are two contemporary approaches to measuring CBBE; the direct and the indirect approaches (Baalbaki & Guzmán, 2016;Christodoulides & Chernatony, 2010;Christodoulides et al, 2006;Tuominen, 1999). Christodoulides & Chernatony (2010) explained that the direct approach of measuring CBBE is employed by examining the overall and direct impact of CBBE drivers on different marketing activities.…”

Section: Definitions Of Cbbementioning

confidence: 99%

The Relationship Between Social Media Word-of-Mouth, Consumer-Based Brand Equity and Consumer Response Among Automotive Consumers in Malaysia

Adetunji

Rashid

Ishak

2017

LISKI

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The literature on Consumer-Based Brand Equity (CBBE) continues to grow enormously. Previous studies on CBBE have maintained that marketing communications play a significant role in developing CBBE. Furthermore, researchers have argued that social media has become a renowned and strategic platform for disseminating brand-related communication. Hence, the advent of brand-related communication on social media is as well increasing the freedom and involvement of consumers in the co-creation of brand-related contents, thus giving rise to Social Media Word-of-Mouth. However, researchers have paid little attention to determining the role of Social Media Word-of-Mouth in developing CBBE and evoking favourable consumer behaviour. Therefore, this study sets out to examine the relationships between Social Media Word-of-Mouth, CBBE and Consumer Response. For this purpose, 290 consumers of two automotive brands were surveyed using the survey questionnaire. The data collected was analysed using both SPSS version 23 and AMOS version 23. The results revealed that Social Media Word-of-Mouth is important for enhancing CBBE and stimulating Consumer Response. Consequently, brand managers and marketers of automotive brands in Malaysia were charged to increase their engagements and investments in social media communications and encourage favourable word-of-mouths from their consumers on social media in order to improve the acceptance of their brands and increased positive consumer behaviour. This study concludes that consumer reviews, comments and posts on social media have significant implications on brands and consumer behaviour.

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“…Developing and managing brand equity are essential to many organizations because brands are one of the most invaluable assets to organizations (Baalbaki & Guzmán, 2016;Keller & Lehman, 2006). In view of the importance of brand equity, the academia continues to exert significant efforts on understanding the factors that influence the development of brand equity, especially from the consumers' perspective (Williams & Soutar, 2009).…”

Section: Introductionmentioning

confidence: 99%

“…Brand equity is either studied through customer perspective, organizational perspective or financial perspective (Farjam & Hongyi, 2015). CBBE is one the derivatives of brand equity, which embodies the customer perspective into the conception of brand equity (Baalbaki & Guzmán, 2016). The importance of consumer perceptive to the management and the development of CBBE goes beyond monetary profits, through the characteristics of the contents (Kapoor & Kulshrestha, 2013).…”

Section: Introductionmentioning

confidence: 99%

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

Adetunji

Rashid

Ishak

2018

JKMJC

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Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studies have demonstrated that social media communication has significant impact on Consumer-Based Brand Equity (CBBE), however, researchers have not really focused on the relationships of several types of marketing communications anchored by different social media platforms for brand equity. As such, the objective of this study is to examine the relationships between the social media marketing communications, specifically, user-generated type (Social Media Word-of-Mouth) and firm created types (Social Media Advertising, Social Media Promotion and Social Media Interactive Marketing); and the CBBE of automotive brands in Malaysia. Subsequently, 800 samples were selected through cluster samplings from five cities in five geographical regions across Malaysia. Survey questionnaires were administered to users of four types of automotive brands, namely; PROTON, PERODUA, TOYOTA and HONDA. The data collected was analyzed using descriptive statistics, correlation and multiple regressions in SPSS 22. The findings revealed that, the selected automotive brands have notable presence on Facebook, YouTube, Instagram and Twitter. Furthermore, it was found that, social media advertising, social media promotions and social media word-of-mouth have positive relationships with the CBBE of automotive brands. However, social media interactive marketing has an insignificant role in the CBBE. The theoretical and practical implications of the findings are discussed in this paper.

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A consumer-perceived consumer-based brand equity scale

Cited by 165 publications

References 75 publications

Corporate Social Responsibility, Brand equity, and Shareholder Value: Theoretical and Conceptual Perspectives.

Corporate Social Responsibility, Brand equity, and Shareholder Value: Theoretical and Conceptual Perspectives.

The Relationship Between Social Media Word-of-Mouth, Consumer-Based Brand Equity and Consumer Response Among Automotive Consumers in Malaysia

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

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