Determinants of Brand Equity in Indian CarManufacturing Firms

Thiripurasundari, U.; Natarajan, P

doi:10.7763/ijtef.2011.v2.129

Cited by 5 publications

(3 citation statements)

References 9 publications

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“…In other words, functional brand image explains consumers’ evaluation of a brand in a way that has to do with the performance and utility of the brand. Drawing from studies that have examined consumers’ attitudes and associations of automotive brands, functional brand image of automotive brands revolves around perceived quality (Chiu et al , 2015; Kiyani et al , 2012; Mahfooz, 2015; Murtiasih and Siringoringo, 2013; Santoso and Cahyadi, 2014; Thiripurasundari and Natarajan, 2011; Verhoef et al , 2007), customer satisfaction (Fetscherin and Toncar, 2009), product attributes (Thiripurasundari and Natarajan, 2011) and brand application (Thiripurasundari and Natarajan, 2011).…”

Section: Literature Reviewmentioning

confidence: 99%

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

Adetunji

Rashid

Ishak

2019

JRIM

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Purpose This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers. Design/methodology/approach This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test. Findings The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant. Practical implications This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention. Originality/value This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.

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Section: Literature Reviewmentioning

confidence: 99%

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

Adetunji

Rashid

Ishak

2019

JRIM

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“…H4. Sales promotion has significant influence towards WOM 2.3 Influence of CBBE towards re-purchase intention and WOM Thiripurasundari and Natarajan (2011) reported that the five factors of brand equity (brand knowledge, brand association, brand application, brand preference and loyalty) had influence towards purchasing behavior. Brand application is the most important factor in the automotive industry in Puducherry, India.…”

Section: Intensive Distribution and Sales Promotionmentioning

confidence: 99%

Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention and word-of-mouth (WOM)

Langga

Kusumawati

Alhabsji

2020

JEAS

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PurposeInvestigating the influence of intensive distribution and sales promotion towards customer-based brand equity, repurchase intention and word-of-mouth (WOM) (study on Suzuki car owners in PT Surya Batara Mahkota Wilayah Nusa Tenggara Timur).Design/methodology/approachThe research was conducted in East Nusa Tenggara (NTT) and the analysis unit was customers of PT. Surya Batara Mahkota NTT (PT SBM NTT) as the owner of the Suzuki car. The population is 1,782 Suzuki car owners who bought their cars from PT SBM NTT, based on data from 2015. The sampling technique is the multi-stage area sampling.FindingsIncentives distribution had significant and positive influence towards brand equity and repurchase intention. Sales promotion had significant and positive influence towards word-of-mouth (WOM), but it did not have influence towards brand equity. Brand equity had significant influence towards repurchase intention and WOM. On the other hand, repurchase intention did not have influence towards WOM.Originality/valueThe originality of this study was that the researchers did not find a previous study that discussed the relationship between intensive distribution and repurchase intention, between sales promotion and WOM and between customer-based brand equity and WOM. Previous studies used different variables as determinants of positive WOM.

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“…The power of brands depends on the impression of the consumers. If consumers have better impression to the brands, the satisfaction and royalty will be higher (Thiripurasundari and Natarajan, 2011). The brand image becomes the major factor driving the consumption of the consumers.…”

Section: Introductionmentioning

confidence: 99%

Trend and Positioning of Global Top One Hundred Brands

Chen

Chang

Chen

2018

5006

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This study applied 173 figurative marks from global top 100 brands from 2006 to 2015 as the objects. The brand distinctiveness test was implemented to 60 general consumers. The Multidimensional Scaling was applied in order to get the similarity of the eight majors industries from the participants. The researcher further established the Two-dimensional Brand Positioning Map (BPM) in order to help the enterprises making brand strategy. The BPM may assist the managers observing the brand positioning of their own enterprises. From the developing trend of the brands of each year, the brand competitive stress of their own enterprises can be observed. The study found that: for the global top one hundred brands, they have excellent distinctiveness to the consumers. In the future, enterprises may apply this approach of analysis to establish their own BPM in order to recognize the trend and positioning of their own brands in the corresponding industries.

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Determinants of Brand Equity in Indian CarManufacturing Firms

Cited by 5 publications

References 9 publications

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention and word-of-mouth (WOM)

Trend and Positioning of Global Top One Hundred Brands

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