Mediating model of brand equity and its application

Raut, Umesh Ramchandra; Pawar, Prafulla Arjun; Brito, Pedro Quelhas; Sisodia, Gyanendra Singh

doi:10.1108/sjme-04-2019-0021

Cited by 13 publications

(14 citation statements)

References 100 publications

(166 reference statements)

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“…Finally, Raut et al (2019) have highlighted the importance of brand equity in developing consumer-brand relationships. Therefore, another research opportunity might be to investigate other mediating mechanisms.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

Madadi

Torres

Fazli-Salehi

et al. 2021

SJME

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Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects. Design/methodology/approach Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study. Findings Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model. Practical implications From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships. Originality/value This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.

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Section: Limitations and Future Researchmentioning

confidence: 99%

The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

Madadi

Torres

Fazli-Salehi

et al. 2021

SJME

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“…Additionally, we directed our attention to the literature to understand the phenomenon, according to small business retailers, seeking signs of theoretical evidence according to the results of the original model. In this sense, it was observed, according to Raut et al (2019), that brand attachment will induce the employee to nurture a greater desire to invest more time, talent and effort in activities that can sustain their relationship with the brand. Previous studies such as Dennis et al (2016) argue that the stronger the link with the brand, the greater the salesperson' satisfaction, a fact that was confirmed by Allison et al (2016).…”

Section: Does Brandrelationships Matter?mentioning

confidence: 99%

“…In other words, it denotes a psychological state of mind in which a strong cognitive and affective bond connects a brand to an individual in such a way that the brand is an extension of the self (Park et al , 2007). Therefore, Allison et al (2016, p. 3) proposed the relevance of brand attachment for the sales field, suggesting that “the effect of brand attachment is likely to be particularly important for salespeople because their jobs rely on continual engagement with the brand.” Raut et al (2019) consider salesperson brand attachment (SBA) to be the emotion-laden bond connecting a salesperson with a specific brand (Raut et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Therefore, Allison et al (2016, p. 3) proposed the relevance of brand attachment for the sales field, suggesting that "the effect of brand attachment is likely to be particularly important for salespeople because their jobs rely on continual engagement with the brand." Raut et al (2019) consider salesperson brand attachment (SBA) to be the emotion-laden bond connecting a salesperson with a specific brand (Raut et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

Chinelato

Filho

Júnior

2021

SJME

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Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

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“…Brand attractiveness was assessed based on the three items proposed by So et al (2017). Brand loyalty was measured using two items adapted from Raut et al (2019) Finally, resilience to negative information was assessed based on three items adapted from Torres and Augusto (2018).…”

Section: Development Of Tools and Scalesmentioning

confidence: 99%

Promoting consumer loyalty and resilience to negative information through brand identity sub-components: an empirical investigation in the luxury electronics goods

Zarei

Feiz

Mustofa

2020

JIMA

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Purpose The strategic importance of brand identity management has been emphasized in the brand management literature, but studies that examine brand identity sub-components effects on customer resilience to negative information are very few. In this regard, this study aims to examine the effect of brand distinctiveness and prestige as sub-components of identity on young customers’ loyalty and resilience to negative information through the mediating variable of brand attractiveness in the luxury electronics market. Design/methodology/approach Using a structured questionnaire, data were collected. Based on a five-point Likert scale were asked of consumers and owners of electronic products (mobile phone, tablet and laptop) to indicate their level of disagreement and agreement with series of statements. After an analytic process, 422 valid questionnaires were obtained. The hypotheses were tested by using structural equation modeling. Findings The results showed that brand prestige and distinctiveness have direct effect on brand attractiveness, which prestige had more influence than distinctiveness. The results indicated that brand loyalty was strongly affected by direct brand attractiveness, and that the effect of brand attractiveness on the resilience to negative information was not significant. Finally, the study results showed that resilience to negative information is affected by brand loyalty. Originality/value This study is significant because it is one of the few studies that examines the effect of brand identity on brand attractiveness and consumers’ extra-role behavior, which results in the development of branding literature in the field of luxury products.

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Mediating model of brand equity and its application

Cited by 13 publications

References 100 publications

The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

Promoting consumer loyalty and resilience to negative information through brand identity sub-components: an empirical investigation in the luxury electronics goods

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