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

Technology Leadership, Brand Equity, and Customer Loyalty in Mobile Banking: Moderating Role of Need for Uniqueness

Most of previous studies on mobile banking focus on the initial adoption by drawing upon the technology acceptance theories, while the post-adoption issues (e.g., loyalty) have been rarely examined. To fill this research gap, based on brand equity theory and symbolic value theory, we propose a research model to articulate the relationship between technology leadership, brand equity, and customer loyalty, as well as the moderating role of need for uniqueness. A survey from users of two mobile banking service providers was conducted to empirically examine the proposed research model and hypotheses. The results show that (1) technology leadership positively affects brand equity which in turn positively affects customer loyalty, and (2) need for uniqueness strengthens the relationship between technology leadership and brand equity and between brand equity and customer loyalty. The implications for theory and practice are also discussed

Transaction Costs, Innovation and Learning

transaction costs;innovation;learning;inter-organizational relations;networks

focusing on employee satisfaction, organizational performance, customer satisfaction, and purchase decision making

Thesis(Master) -- KDI School: Master of Public Management, 2021In the 4.0 Industrial Revolution era, ICT plays a very important role in the national economy, and governments in each country are investing huge budgets to promote "digital transformation" to expand and spread ICT infrastructure. Korea is no exceptional. In July 2020, the "Digital New Deal" was declared, preparing for digital transformation and transformation into a ‘contactless economy’. Then, how do we perceive changes in life through ICT utilization that enables such digital? To confirm this, the effects of producer (STUDY 1) and customer (STUDY 2) side among the three main economic entities, the government, households, and companies, were analyzed. In other words, in order to understand the perception of ICT utilization of both employees (production) and customers (consumption), 272 respondents participated this research survey. And five independent variables and two dependent variables were used, a total of 12 hypothesis tests were conducted for each study. Like most previous studies, ICT utilization had a positive effect on employee satisfaction and organizational performance in the side of production, and positively influenced consumer satisfaction and purchase decision-making from the customer perspective. However, the ‘efficiency’ variable through ICT utilization was rejected in each study, it is presumed that the attributes of ICT, which is connected without restrictions on time and space, hinder the ‘efficiency’ of people in their 20s and 30s, who account for 71% of this research survey.I. Introduction Ⅱ. Literature Review Ⅲ. Theoretical Background Ⅳ. Hypotheses Developments Ⅴ. Methodology Ⅵ. Data Analysis Ⅶ. ConclusionmasterpublishedEun Hye Y

TIC y cocreación de valor en B2B: la nueva forma de fidelización en el servicio

[EN] In today’s competitive environment, it is emphasised that business digitalisation is one of the most important strategies to deal with new market challenges. This article argues that technology is a driving force behind business relationships, showing the origins of new ways to achieve loyalty. Through a model which has been tested in a sample of 256 travel agencies, technology can facilitate coordination in the management of relationships between tourism companies, promoting value co-creation between suppliers and customers. Co-creation in turn maximises trust and commitment between organisations and lays the foundations for achievement of dual social and economic satisfaction, for client companies, which ultimately enhances their loyalty. This research contributes to the literature in the interorganizational context, showing quantitative evidence on how technology triggers a sequence of effects that, through value co-creation, trust, and commitment in the channel, between agents in the tourism field, trace a new route of relationships that leads to the achievement of dual satisfaction and loyalty. Additionally, the interrelationships between the two satisfactions are analysed, concluding the mediating effect of economic satisfaction between social satisfaction and loyalty.[ES] En el entorno competitivo actual, se insiste en que la digitalización empresarial es una de las estrategias más im-portantes para hacer frente a los nuevos retos del mercado. En este artículo se argumenta que la tecnología es una fuerza impulsora de las relaciones comerciales, que muestra el origen de nuevos caminos hacia la consecución de la lealtad. A través de un modelo que ha sido probado en una muestra de 256 agencias de viajes, la tecnología puede facilitar la coordinación en la gestión de las relaciones entre las empresas turísticas, promoviendo la co-creación de valor entre proveedores y clientes. A su vez, la co-creación maximiza la confianza y el compromiso entre las organizaciones y sienta las bases para la consecución de una doble satisfacción social y económica, para las empresas clientes, lo que en última instancia aumenta su lealtad. Esta investigación contribuye a la literatura en el contexto interorganizacional, mostrando evidencias cuantitativas sobre cómo la tecnología desencadena una secuencia de efectos que, a través de la co-creación de valor, la confianza y el compromiso en el canal, entre agentes del ámbito turístico, traza una nueva ruta de relaciones que conduce a la consecución de la doble satisfacción y lealtad. Además, se analizan las interrelaciones entre ambas satisfacciones, concluyendo el efecto mediador de la satisfacción económica entre la satisfacción social y la lealtad.This research has been developed within the framework of the project grant PID2020-112660RB-I00 funded by MCIN/AEI/10.13039/501100011033 and the grant for consolidated re-search group AICO/2021/144 funded by the Conselleria d’Inno-vació, Universitats, Ciència i Societat Digital of the Generalitat Valenciana

Using eCommerce to Improve Product Marketing and Profitability in Nigeria

Small and medium enterprises in Nigeria rarely use eCommerce, which has led to lagging market shares and profitability compared to firms in other countries that use eCommerce. Approximately 90% of boutique fashion businesses shut down their businesses due to the inability to operate outside their business location. The social exchange theory was used in this multiple case study to explore how some small business owners in the boutique fashion industry use eCommerce to improve product marketing and profitability in Nigeria. The target population for this study was 5 fashion boutique owners based in Lagos State, Nigeria with a significant record of profitability by using eCommerce in product marketing. The data collection was through semistructured face-to-face interviews with 5 business leaders; each from different fashion boutiques in Lagos. Data collected was first coded to maintain confidentiality of participants, the digital recordings was transcribed into a Microsoft word document, and Nvivo 10 software was used to analyze and generate emerging themes. The data analysis was supported by methodological triangulation and member checking to enhance the credibility and trustworthiness of the interpretations. Two of the themes that emerged from the study were generating sales to improve profitability and strategic store locations. Use of eCommerce may contribute to social change through an increase in successful startups, increased employment, and the positive impact such companies have in the societies and communities they operate. Leveraging eCommerce may enable small- and medium-sized enterprise leaders to operate sustainable businesses

Partial Least Squares Structural Equation Modeling (PLS-SEM) Applications in Economics and Finance

This book includes the 14 articles accepted and published in the Special Issue “Partial Least Squares Structural Equation Modeling (PLS-SEM): Applications in Economics and Finance” of the MDPI journal Mathematics, which encompasses a wide range of topics connected with the theory and applications of PLS-SEM methodology. These topics involve, among others, prediction of stock market investment intention, institutional quality and international competitiveness, governance paradigms and public innovation, information and communication technologies in the supply chain, influence of the ability to absorb information from the environment and proactivity on the company's results, quality management, effects of the corporate social responsibility on financial performance, resource management for the improvement of the healthcare system, and the application of maximum entropy bootstrapping to time series. It is expected that the book will prove worthwhile and helpful for those working in the area of PLS-SEM, regardless of the field of application (economics, finance, marketing, education or other). Applications of higher order constructs, mediating variables, multigroup analysis and the latest advances in applied methodology can all be found in this book

Customer Relationship Management in the E-Retailing Environment

Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of 4 SBE owners or managers and reviewing organizational documents and online postings from those 4 organizations. Using topic coding, the data were organized into nodes grounded in the context of TOE. The thematic analysis yielded 5 themes: social media engagement, price congruency, organizational knowledge benefit, customer satisfaction, and customer engagement. The study findings revealed that a significant strategy for SBEs operating in online markets was social CRM, an inexpensive and critical tool for CRM. Further, CRM tools such as social media required consistent monitoring and the devotion of financial and human resources to deliver constant customer engagement. The implication for social change includes the potential to improve the life cycle of SBEs in smaller communities, which improves community entrepreneurial and startup success. Entrepreneurship contributes to community vitality and economic prosperity by providing employment, skill development, and job training