Factors Influencing Brand Equity: A Case Study of Dairy Industry

Emami, Amir

doi:10.4172/2169-0286.1000173

Cited by 1 publication

(1 citation statement)

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“…Accordingly, Drabjerdi et al [ 76 ] confirmed the validity of Aaker’s [ 2 ] model regarding the composition of a brand’s value; they found that it is also influenced by other factors related to brand management (packaging, price, advertising, promotional actions, range of distribution). Using a similar approach, Emami [ 77 ] showed that brand equity for dairy products is affected by the marketing mix, especially in terms of price and distribution elements, as well as the image of the production company, with high levels of brand equity leading to brand loyalty, brand awareness, and upgraded perceived quality.…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of Brand Awareness and Country of Origin in the Advertising Effectiveness of Greek Food Products in the United Kingdom: The Case of Greek Yogurt

Karagiannis

Hatzithomas

Fotiadis

et al. 2022

Foods

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The present study aims to investigate the country-of-origin effect and the branding process on the brand equity of Greek yogurt abroad, specifically in the United Kingdom. The research was carried out as a 2 × 2 experiment using a closed-ended questionnaire with the participation of a total of 400 consumers, using two Greek yogurts (branded and non-branded) as the product under study, with or without country-of-origin insignia (viz. the Greek flag) on the packaging. According to the research results, brand equity was found to be higher for the branded Greek yogurt with country-of-origin insignia among the four product categories, as reflected in its three sub-dimensions (brand awareness, loyalty, and perceived quality). It was also found that country of origin influences brand equity regardless of branding, a finding that confirms the significant effect of this factor on consumers’ perceptions. This highlights the distinction between perceived quality and the specific image of the country in terms of its production experience for a specific product category. Based on these findings, Greek yogurt companies exporting abroad should lay great emphasis on developing branding strategies to strengthen their product brand, while at the same time incorporate country of origin as an indicator of the quality of their brand. The latter finding applies in particular to less well-known brands, since geographical indication (insignia) or other strategies that promote the country of origin are perceived as important informational cues for consumers.

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Section: Literature Reviewmentioning

confidence: 99%