A revised model of e-brand equity and its application to high technology products

Le, Loc Tuan; Tran, Lobel Trong Thuy; Pham, Ly Minh Thi; Tran, Doan Thuc Dinh

doi:10.1016/j.hitech.2018.09.005

Cited by 7 publications

(2 citation statements)

References 31 publications

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“…Many scholars explore the consumer behavior as a result of brand equity building for offline and online brands for the last decade. One of the most analyzed results of CBBE in the reviewed literature is the purchase intention of consumers acting in an online environment and social media [48][49][50][51]. Many scholars suggest brand purchase intention as one of the most essential outcomes of CBBE due to social media marketing activities [52][53][54].…”

Section: Usage Intention As An Outcome Of Social Media Consumer-based...mentioning

confidence: 99%

Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

Sadyk

Islam

2022

Sustainability

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Purpose: Unprecedented communication features of social media noticeably reinforce the active role of consumers in the value co-creation (VCC) of offline and online brands including social media. From the consumer perspective, this study examines a contribution of VCC behavior to consumer-based brand equity (CBBE) and consequent intention to use social media based on Instagram as the most popular platform in Kazakhstan. Methodology: A web-based survey provided data from 550 Instagram users in Almaty city. Empirical analysis includes testing statistical assumptions using SPSS 23, conducting confirmatory factor analysis (CFA), and structural equation modeling (SEM) using Warp PLS 7.0. Findings: With the result of this study investigation, the paper develops the model that explains the effect of VCC on continuous usage intention to use social media through CBBE comprising brand associations, brand loyalty and brand perceived quality. Originality: Even though the importance of social media in the brand VCC process is widely recognized, a brand equity view of social media brands with users’ participation is under-investigated. However, brand equity’s importance for firm sustainability in terms of long-term business strategy is indisputable. This research enhances brand equity theory and VCC concept with the empirical data within the modern social media context. Practical implications: Owners and managers of social media brands can use the conceptual model to grow, maintain and assess their brands’ equities through their marketing efforts on the consumer motivation for brand VCC activities driving continuous usage of the brands.

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Section: Usage Intention As An Outcome Of Social Media Consumer-based...mentioning

confidence: 99%

Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

Sadyk

Islam

2022

Sustainability

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“…The digital era has reduced the concept of Brand Equity as an E-Brand Equity [9]. E-Brand Equity is based on social media-based interactivity where companies can communicate brand messages to individuals and interact with consumers.…”

Section: Brand Equitymentioning

confidence: 99%

Ed-tech as Cyber Brand: Winning in Service Market

Hertiana¹,

Hurriyati²,

Hendrayati³

2022

Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

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The purpose of this study is to analyze the branding activities carried out by Ruangguru as a cyber brand and the challenges of managing people for service advantage in winning e-course in the service market so that they can face the digital industrial revolution 4.0 in Indonesia. A qualitative method with an analytical descriptive study approach was employed as the research method. Meanwhile, online observation and documentation carried out the data collection techniques. The location in this research was PT. Ruang Raya Indonesia (Ruangguru). The research results showed that in developing human resources for educational services, it is necessary to pay attention to how to place the right people in their fields, "the right man, in the right place", develop employees so that they can deliver educational services well, provide the best facilities to support the process in educational services, retain the best employees, and reward all employee and student achievements. Therefore, managers need to pay attention to the factors driving service excellence. Good brand equity will show that Ruangguru can build trust by providing good service quality and customer loyalty. The selection of the exemplary brand ambassador and relationship equity showed that Ruangguru formed an online student com-munity throughout Indonesia.

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Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions

Suhairi

Ghani

2023

Industry Forward and Technology Transformation in Business and Entrepreneurship

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A revised model of e-brand equity and its application to high technology products

Cited by 7 publications

References 31 publications

Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

Ed-tech as Cyber Brand: Winning in Service Market

Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions

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