A cultural approach to brand equity: The role of brand mianzi and brand popularity in China

International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consisting of 30 interviews revealed two new factors linking to brand equity: brand popularity and brand mianzi. A quantitative questionnaire survey with a sample of 321 Chinese smartphone users was conducted to test the hypotheses. The quantitative study’s findings further revealed that brand popularity and country of origin image affect brand loyalty, brand awareness, perceived quality, and brand mianzi. Additionally, the effects of brand popularity and country of origin image on brand equity were mediated by the four determinants. Finally, brand mianzi was found to be the second most important determinant of brand equity after brand loyalty, highlighting the importance of cultural factors in branding activities in emerging markets

BRAND EQUITY IN A DIGITAL AGE: SYSTEMATIC LITERATURE REVIEW

Keller’s seminal paper on “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” published in 1993 in the Journal of Marketing represents a starting point for researching the brand equity construct. However, in the last 10 years, with tremendous development of (communication) technology and, lately, with COVID-19 pandemic, things have changed and most brands moved their businesses to the on-line environment. Because of that, the concept of brand equity should be reconsidered. This paper reviews literature on brand equity in digital era by spotting gaps and finding fruitful areas for future research. To that end, bibliometric analysis followed by a narrative review of articles published in the Web of Science database is conducted. The paper will contribute to the brand management literature by offering streams for new research

The Impact of Perceived Procedural Justice on Dimensions of Customer Citizenship Behaviours: The Mediating Effect of Customer Perceived Support

The present study examines the influence of perceived procedural justice (PPJ) on four fundamental dimensions of customer citizenship behaviours (helping other customers, advocacy, customer tolerance, and feedback) and the mediating role of customer perceived support (CPS). Our research setting is the smartphone after-sales service sector in China. Structural equation modeling (SEM) using AMOS is employed to empirically test our hypotheses on the basis of survey data from 368 smartphonecustomers. We find that PPJ significantly contributes to the customer citizenship behaviours of helping other customers, advocacy, and feedback. Surprisingly, we do not find a significant relationship between PPJ and customer tolerance. Our evidence indicates that CPS partially mediates the relationships between PPJ and helping other customers, advocacy, and feedback, but fully mediates the effect of PPJ on customer tolerance. This research contributes to managers’ understanding of how voluntary behaviours can be effectively managed by enhancing PPJ and CPS. Further, it enriches our theoretical understanding of key antecedents of customer citizenship behaviours

Measuring customer-based brand equity of Samsung mobile phones among Generation Y

Thesis (Ph.D. (Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic & Business Sciences, 2017Keywords: brand equity, Samsung mobile phones, Generation Y, brand awareness, brand image, perceived quality, brand loyalty, brand satisfaction, brand love and consumption values. Samsung is the leading brand in the mobile phone industry, and is dominant over fierce competitors, such as Apple, Nokia, Huawei and Blackberry. This is evident from the 2016 global market share figures, where Samsung occupies the top position with 21.6%. The Samsung brand is also dominant in South Africa, having captured 46% of the market share. Consumers are also willing to pay a price premium for Samsung mobile phones. For example, as at June 2017, the Samsung S8 smartphone retailed for up to R14,799, with consumers still willing to pay this price. While from an organisation’s perspective the success of Samsung in the mobile phone industry is accredited to the global establishment of production bases, overhaul of quality standards, paradigm shift in management philosophies and substantial investment in marketing and product design, there is a need to understand what drives Samsung’s brand equity from consumers’ perspective. The understanding of Samsung’s brand equity is even more important among Generation Y, due to the fact that they constitute 25% of South Africa’s population, have a high purchasing power for luxury and technological products, and 95% of them own a mobile phone in South Africa. They use their phones to communicate with family and friends, listen to music and watch YouTube videos. For the measurement of brand equity, so that marketers are informed of the performance of their marketing and brand strategies, researchers recommend the examination of its sources. Models devised by Aaker (1996) and Keller (1998) provide various sources of brand equity, but how and which of these sources best influence brand equity has not been determined. Esch, Langner, Schmitt and Geus (2006) recommend that in order to measure brand equity holistically, sources of brand equity, including brand awareness, brand image, perceived quality, brand associations and brand loyalty should be measured in conjunction with other important brand relationship factors such as brand trust, brand satisfaction and brand attachment or love. This is particularly so, because consumers who have a strong relationship with a brand are likely to demonstrate positive attitude towards it. Despite this view, most researchers who have adopted the Aaker (1996) and Keller (1998) models to measure CBBE have not considered the explanatory roles of the brand relationship variables. iv Another important factor ignored in the measurement of sources CBBE are the various values (such as functional, monetary, emotional, customisation, and relational), as proposed by Chuah, Marimuthu and Ramayah (2014), consumers enjoy from the consumption of a brand. Recognising the importance of uncovering the value inferences that consumers hold of a brand, Keller (2003) suggests three types of values or benefits (functional, experiential, and symbolic benefits) consumers may enjoy from a brand. The monetary value, according to other authors, can also be important. How these values lead to brand equity, if at all, were, however, not further explored. This study therefore integrated the Aaker and Keller’s brand equity models, Esch et al. and Chuah et al. brand relationship and consumer value models, respectively, to propose an integrated conceptual model with eighteen hypotheses to measure the sources of Samsung’s mobile phones brand equity among Generation Y. Quantitative methodologies were used to collect data from 651 undergraduate and postgraduate students studying at the University of Johannesburg and University of the Witwatersrand to empirically test the proposed model. The hypothesised relationships in the model were empirically tested using structural equation modeling. The results revealed that out of the eighteen hypotheses tested, twelve were accepted. Specifically, brand awareness, brand image, perceived quality, monetary value and functional value had a positive effect on brand satisfaction. Brand satisfaction positively drives brand love. Consumers who expressed love for the Samsung mobile phone brand were found to be loyal. Brand loyalty, which was found to have a positive impact on brand equity, was influenced positively by monetary value. In addition to brand loyalty, brand equity was influenced positively by perceived quality, monetary value and symbolic value. Overall, 56% of Samsung mobile phone brand equity was explained by brand awareness, brand image, perceived quality, monetary value, functional value, symbolic value, brand satisfaction, brand love and brand loyalty. While it will be important for future studies to identify other factors, which may increase the explanatory power of Samsung’s brand equity among Generation Y in South Africa, this study’s theoretical contribution suggests an integrated conceptual model to holistically measure customer-based brand equity not only in the telecommunication sector, but for other products and sectors. Practically, Samsung and other marketers responsible for managing competing v brands such as iPhone, Nokia, Huawei can use these findings to develop relevant marketing strategies that resonate with this large and lucrative Generation Y market segment.GR201

Examining product and external factors affecting the satisfaction of smartphone consumers

Smartphone is a fast growing product in electronic industry and it has been considered important for most of the people following its diversity of its use. The purpose of this study is to identify factors that affect satisfaction of customer after purchasing the product. The study employs quantitative method by surveying Generation Y among in Northern region of Malaysia with 382 respondents was participated. This study employs the Descriptive analysis, Correlation analysis, and Multiple Regression analysis. The results of this study are supported that product judgment, product feature, social influence, brand image and country of origin are correlate significantly with customer satisfaction. Meanwhile, the most influential element on customer satisfaction is product judgment. A discussion of the result of this study will form the basis recommendation for local producers, academicians and other stakeholders of the smartphone industry in Malaysia

The mediating effect of brand trust on the relationships between dimensions of brand equity and purchase intention toward smartphone

It has been stated that the technology of smartphone greatly affects the behavior of people and their attitude toward the purchase. However, there are lack of studies on the purchase intention of customer regarding smartphone usage among young adults has been reported by several researchers at particular in Malaysia. Thus, the current study investigates the relationships between brand equity dimensions namely, brand awareness, perceived quality, brand association and brand loyalty on behavior intention to purchase the smartphone brands. Moreover, this study also explores the mediation effect of brand trust on the relationship between brand equity elements and purchase intention towards smartphone brand in Malaysia. The main purpose of this study was to investigate the mediating effect of brand trust (BT) on the relationship between brand awareness (BAW), perceived quality (PQ), brand association (BAS),brand loyalty (BLO), and purchase intention (PI) of smartphone brands in Malaysia. The findings of the study showed evidence of the significant and positive relationship between PQ, BLO, and PI; while BAW and BAS have insignificant relationship. The results also presented that BAS, PQ, and BLO have positive effect on PI, while BAW has insignificant influence. The results further support the positive relationship between BT and PI. Interestingly, the findings of the research further show that BT mediates the relationship between BAS,BLO, and PI. This empirical study provided fruitful implications to marketers by making significant contributions to the brand management. It also contributes to new knowledge on the existing body of brand management literature by systematically exploring the influence BAW, PQ, BAS, BT, and BLO on PI of smartphone brands in Malaysia. Marketers should improve brand quality, and enhance awareness which may encourage customers to purchase the smartphone brand

THE EFFECTS OF BRAND EXPERIENCE ON BRAND LOYALTY MEDIATED BY BRAND PASSION, SELF-BRAND CONNECTION, BRAND AFFECTION, AND CUSTOMER SATISFACTION ON SMARTPHONE USERS IN INDONESIA

This study examines the impact of brand experience on brand loyalty with the mediation effect of brand passion, self-brand connection, brand affection, and customer satisfaction of smartphone users in Indonesia. This study used a sample of 259 respondents who have been using smartphones for at least two years. The data was obtained using purposive sampling by filling out an online questionnaire. Data analysis generated by Structural Equation Modeling (SEM). The results of this study show that brand experience has little impact on brand loyalty. However, brand experience has a positive influence on brand loyalty if it is mediated by brand passion, self-brand connection, brand affection, and customer satisfaction. The implication of this study argues that it is better for companies engaged in the smartphone industries can pay attention to the role of brand passion, self-brand connection, brand affection, and customer satisfaction as factors that can mediate brand experience to increase the tendency of brand loyalty. Companies should enhance the focus, not only on the visual and feature but also the emotional indicators so that the customer could have a good experience to become a loyal one.JEL: M30, M31, M39

Digital marketing performance measurement: how good marketing performance measurement practices can increase firm's performance

The main purpose of this case study is to analyse the impact of good marketing performance practices on firm’s results, by using financial metrics. With digital improvement, it has become easier to measure marketing efforts. Hence, this project is focused on Forall Phones’ digital marketing performance measurement process, on how performance indicators are chosen, communicated and used to lead to strategic decisions, and if this department is creating value for the company. The measurement process used is one of the firm’s competitive advantages, with a constant monitoring of the trade-off between costs and benefits, in order to provide a clear vision of what is most profitable for the department. There is a clear focus on what is highly quantifiable and measurable and the establishment of objectives and target audiences, and their constant monitoring, allowing a more effective way of channelling efforts in this direction. Despite the high investment in marketing and, since the professionalization of the department, the considerable increase of the results at the level of sales and revenue, there is not enough data to clearly highlight it from the rest. One possible justification is that the department does not make a forecast of ROI with its respective monitoring, which would allow knowing all the profitability of the marketing, as well as perceive gaps and its causes, which would provide a more effective budget management, through a better resources’ allocation.O presente caso de estudo tem como principal propósito analisar o impacto de boas práticas de medição da performance do marketing nos resultados da empresa, usando métricas financeiras. Com o avanço do digital, tornou-se mais fácil medir os esforços de marketing. Assim, este projeto está focado no processo de medição de performance de marketing digital da Forall Phones, na maneira como os indicadores de performance são escolhidos, comunicados e usados para tomar decisões estratégicas, e se o departamento de marketing está ou não a criar valor para a empresa. O processo de medição usado tem sido uma das vantagens competitivas da empresa, havendo uma constante monitorização de custos relativamente aos benefícios, de modo a proporcionar uma leitura clara do que é mais rentável para o departamento. Existe um foco claro nas métricas altamente quantificáveis e mensuráveis e o estabelecimento de objetivos e de públicos-alvo, e sua monitorização, permite um foco mais claro daquilo que se pretende, canalizando os esforços nesse sentido. Apesar do elevado investimento em marketing e de, desde a profissionalização do departamento, os resultados ao nível de vendas e receita terem aumentado consideravelmente, não existem dados suficientes para o destacar, claramente, dos restantes. Uma possível justificação é o facto de o departamento não fazer uma previsão de ROI com uma monitorização do mesmo, o que permitiria saber toda a rentabilidade do marketing, bem como perceber desvios e causas dos mesmos, proporcionando uma gestão do budget mais eficaz, através de uma melhor alocação de recursos

A study on brand loyalty : empirical evidence from the mobile phone market in Malaysia

Faced with a severe competitive business environment and the possibility of reaching maturity stage over the coming years, mobile phone brand owners are concerned about retaining and nurturing their profitable existing customers by strengthening customers’ brand loyalty. Surprisingly, studies relating to brand loyalty in the mobile phone setting are relatively scanty and much less studies have focused on comprehensive sets of brand loyalty determinants in the context of mobile phones. Therefore, understanding the formation of mobile phone brand loyalty is of utmost importance and it is the main concern of this study. Drawing upon Oliver’s four- stage loyalty model, this study investigated the relationship of utilitarian value and hedonic value (cognitive loyalty), brand satisfaction and emotional attachment (affective loyalty), brand trust (conative loyalty), and brand loyalty (action loyalty) sequentially. The study, moreover, examined the moderating effect of brand reputation in order to provide a clearer understanding of the mobile phone customers’ brand loyalty formation process. A total of 327 mobile phone users who resided in Klang Valley participated in the study. The results from the structural model supported the hypothesized paths: hedonic value influences brand satisfaction, hedonic value affects emotional attachment, brand satisfaction induces brand trust, emotional attachment influences brand trust, and brand trust influences brand loyalty. However, the hypothesized paths, i.e. utilitarian value influences brand satisfaction and utilitarian value influences emotional attachment, were not supported. The findings further indicated that the links of brand trust to brand loyalty are stronger when the brand has a high reputation, supporting the moderating effect of brand reputation. Finally, the implications are discussed, and the limitations of the study and future directions are briefly outlined

Big Data, Small Credit: The Digital Revolution and Its Impact on Emerging Market Consumers

This research report sheds light on a new cadre of technology companies who are disrupting the credit scoring business in emerging markets. Using non-financial data -- such as social media activity and mobile phone usage patterns -- complex algorithms and big data analytics are forever changing the economics of how we identify, score, and underwrite credit to consumers who have been invisible to lenders until now