Customer-Based Brand Equity for Branded Apps: A Simple Research Framework

Background: In the research field of Private University College, Melaka and from the viewpoint of Melaka residents, brand awareness plays a crucial role in their development. Objectives: This paper identifies the impact of brand awareness, namely brand recognition, brand recall, Top of Mind Awareness; TOMA and brand knowledge. Method: Using an online survey, the study collects data in Melaka from 300 respondents among residents in Melaka. We used the Statistical Package for the Social Sciences (SPSS) to test the links between dependent variable and independent variables. Result: The results analyzed by correlation show that: (1) brand recognition has a significant positive influence on brand awareness; (2) brand recall has a significant positive influence on brand awareness; (3) Top of mind awareness (TOMA) has a significant positive influence on brand awareness; (4) brand knowledge has a significant positive influence on brand awareness. Conclusion: From these elements we identified that brand recognition and brand recall were the most influences towards PUCM brand awareness. In the future research, researchers include all elements of brand awareness which is brand dominance and brand opinion will provide more valid research outcome.

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Section: Brand Awarenessmentioning

confidence: 99%

Brand Awareness of Private University College, Melaka (PUCM)

Esa¹,

Aziz²,

Zabidi³

et al. 2021

IJARBSS

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“…With the recent introduction of new MA metrics, the opportunity to measure this effect is now possible. To the authors' knowledge, there is minimal research to date that specifically uses the MA metrics (Stocchi et al, 2015(Stocchi et al, , 2020Stocchi & Fuller, 2017;Wright et al, 2014), and none of which that has documented the effect of advertising awareness on mental availability. Given the strong empirical evidence noted on the differences in memory networks for brand users versus non-users, any impact on mental availability will likely differ across the two consumer groups.…”

Section: How Brand Usage Affects Existing Memories and Response To Advertisingmentioning

confidence: 99%

Measuring advertising’s effect on mental availability

Vaughan

Corsi

Beal

et al. 2020

International Journal of Market Research

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This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics. Four MA metrics are used to measure the effect of advertising on a brand’s mental availability, with the results showing that in the majority of cases, MA metrics are greater among both brand users and non-users who are aware of the brand’s advertising, with a greater effect among non-users. From a practical market research perspective, adding MA metrics to existing brand health tracking will have no data collection costs where brand perceptions are already being measured.

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“…This gives service companies the opportunity to increase the retention rate by establishing the brand stock collected by customers. This definition often refers to previous studies (Stocchi et al, 2020). Aaker (1996) described brand equity as: [...] a set of assets that are linked to and add value for the product or service offered: naming awareness, loyal customers, quality perceived and the associations.…”

Section: The Concept Of Brand Equitymentioning

confidence: 99%

“…On the other hand, Keller (1993) defines brand equity as an impact of a brand on the consumer's response to its marketing activities. The descriptions above indicate that "brand equity is a multi-dimensional concept" (Stocchi et al,2020) which can be taken in a range of forms, including capital markets, customers, the company, employees and the contact channel (Mittal & Sridhar,2020). The concept of brand equity underlines the brand as a mark, a benefit for the company because of its potential to produce potential profit/cash flows (Ajour, 2020).…”

Section: The Concept Of Brand Equitymentioning

confidence: 99%

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Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

Hassan

Bashir

Qureshi

2020

NRJSS

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In the industry of goods, the product is the primary brand. However, with services, the company is the primary brand. Branding is not for visible goods but also a significant factor of performance for services. The ability to educate consumers of their expertise and credence values before the order has contributed to the general awareness of the value of products in the service industry in relation to consumer preference. If the brand is an essential consideration in any campaign initiative, it is crucial to consider the meaning of its equity. Brand value is the confidence gained in a brand regardless of customer experience. Because of the strategic advantages of established and established products, brand value is significant. Brand equity can make a significant contribution to the visualization of intangible goods for service companies. Given that there is no research available, this study seeks to suggest descriptive brand equity dimensions in Pakistan's service markets. The history is regarded as Brand Loyalty, Brand Awareness, Brand Association, Brand Perceived Quality, Brand Image, Brand Trust, Brand Credibility as antecedents of brand equity in services markets. This research is focused on the literature review and specifics are discussed. A systemic literature review approach for extracting the existing literature of desire has been used.

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Customer-Based Brand Equity for Branded Apps: A Simple Research Framework

Cited by 21 publications

References 105 publications

Brand Awareness of Private University College, Melaka (PUCM)

Brand Awareness of Private University College, Melaka (PUCM)

Measuring advertising’s effect on mental availability

Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

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