Evaluation of brand equity in software companies: Case Study of Chargon

IT industry especially the software industry is of the growing industries in the world which has grown considerably in recent years. In such circumstances, there will be some companies which want to differentiate themselves from competitors and create a unique and favorable position in the minds of their own enterprise customers; one way to create a sustainable competitive advantage in these mar-kets that already has been less discussed is the creation of brand equity. Thus, the aim of this study is to evaluate brand equity in software companies that Chargon Company was selected. The statistical population included managers of Chargon’s subsidiary companies and their users that given the un-limited society, Cochrane formula has been used in unlimited population to determine sample size. Due to the minimal amount of sample that is 386 questionnaires, 500 questionnaires were distributed in the population. Structural equation modeling approach and SmartPLS.2 were used to analyzing collected data. The results show that emotional variables affect value on brand equity is 0.64. Also functional variables affect value on brand equity is 0.89.market behavior variable plays a positive mediating role between emotional variables and brand equity. On the other hand market behavior plays a negative mediating role between emotional variables and brand equity. Considering t-values higher than 1.96, the significance of relationships obtained is confirmed in 95% confidence level. Research paper Reference to this paper should be made as follows: Hosseini, A, Otarkhani, A., Shokouhyar, S. (2016). “Evaluation of brand equity in software companies: Case Study of Chargon”, Journal of En-trepreneurship, Business and Economics, Vol. 4, No. 2, pp. 182–200

Digital Food Marketing to Children and Adolescents: Problematic Practices and Policy Interventions

Examines trends in digital marketing to youth that uses "immersive" techniques, social media, behavioral profiling, location targeting and mobile marketing, and neuroscience methods. Recommends principles for regulating inappropriate advertising to youth

HotMobile 2008: Postconference Report

HotMobile 2008 presented a two-day program on mobile computing systems and applications. The authors focuses on the sessions on sensors, modularity, wireless, security, systems, and screens. The mobile device is the most amazing invention in history and that it has had the largest impact on human kind. Because mobile phones combine mobile devices with ongoing developments in software and communication technologies, they have the potential to change the way people think and act

CAN CONSUMER INVOLVEMENT PREVENT THE VAMPIRE EFFECT?

Abstract. So far, the study of celebrity endorsers has explored the positive side of celebrtity. But the use of celebrity as an endorser also has the potential to have a negative impact, or what is known as the vampire effect. This study aims to further analyze the existence of vampire effects with moderation so that the results can provide important insights on how to avoid the effects of the vampire. The study was conducted in the form of experimental research that examined how the influence of brands supported by celebrity endorser and unknown endorser on brand recall by moderating consumer involvement variables. The results of the first phase of the study indicate that the vampire effect actually did occur and the results of the second phase of the research show that consumer involvement can prevent the vampire effect from occurring. Keywords: vampire effect, celebrity endorser, unknown endorser, consumer involvement, brand recall

Celebrity Endorsement: A Congruity Measure of Personalities

Purpose In marketing communications strategy, the use of celebrity is a common practice for major firms in supporting the brand imagery. Based on the cognitive theories of endorsement efficiency, the congruence between the personality of a brand being endorsed and that of the targeted personality of a celebrity is tested. Design/methodology/approach A total of 120 survey respondents brand-personality perceptions and perceptions of celebrity personality were measured and analysed. The congruence measures were used as indicators from the adjectives of Aaker's Scale to analyse the congruity effect. Findings The results indicated that a successful brand promotion needs congruency between the brand's and the endorser's personality, though it may be moderate. Originality/value The research undertaken on celebrity endorsement in this paper will be useful on both academic and professional platform, as this study derives specific insights to practitioners and it provides a basis for guiding further research beyond the mere celebrity selection decision. It enhances the usefulness of the congruency effect, providing a knowledge base for determining an overall brand positioning strategy. Also, it looks into the perception of Indian consumers on celebrity endorsement, providing theory for scholarly and directives for managers and professionals. Keywords: Celebrity Endorsement, Brand Personality, Congruenc

The impact of a materialistic value orientation on well-being

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Political advertising in democratic Taiwan: audiences' perspectives on political figures through image-building advertisements

One can gain important insights into the effects of political advertising by looking at decoding and interpretation in audience perception studies. This essay considers two genres of political advertisement-celebrity endorsement and emotional appeal-through six focus groups formed by either Democratic Progressive Party (DPP) or Kuomintang (KMT) identifiers. It focuses on three key themes for comparison: the participants’ involvement, their interpretations of the key messages, and opinions that were important to them. This study aims to further the understanding of how political advertisements are interpreted and to bring some practical knowledge to the field by comparing the perspectives of audiences of differing political orientations

Leveraging online selling through social media influencers

Shuqair, S., Filieri, R., Viglia, G., Mattila, A. S., & Pinto, D. C. (2024). Leveraging online selling through social media influencers. Journal of Business Research, 171(January), 1-10. [114391]. https://doi.org/10.1016/j.jbusres.2023.114391While prior research suggests that facial expression influences consumer behavior, it remains unclear under which conditions specific emotional expressions on social media drive sales performance and customer engagement. Drawing on the facial feedback hypothesis and the emotional congruence framework, two pre-registered experimental studies (N = 995) demonstrate that the fit between facial expressions (broad vs. slight smile) and endorsement type (hedonic vs. utilitarian) influence engagement and consumers’ purchase intents. Findings indicate that broad (vs. slight) smiles are more likely to enhance consumer responses when paired with hedonic endorsements driven by emotional contagion. Conversely, slight smiles are equally suited for both types of endorsements and do not foster emotional contagion. The findings offer actionable insights for maximizing consumer engagement and purchase intents within social media marketing efforts.publishersversionepub_ahead_of_prin