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

An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

Purpose: This study assesses, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach: The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalised in line with Aaker‟s (1996) brand equity measurement tool. Findings: Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications: The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximise sponsorship success. Originality/value: This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success

Antecedents of industrial brand equity: An empirical study

Industrial branding has emerged as an important issue, allowing firms to gain substantial competitive advantage, especially in markets where product commoditization and electronic procurement are on the increase. This article proposes, and empirically validates, a theoretically structured approach to measure brand equity, its antecedents and its consequences for industrial products. The model distinguishes between product and corporate brand equity, uses buyer perceived performance on the dimensions of the marketing mix as antecedents of brand equity, and relates them to re-purchase and loyalty intentions.Economics ;

IDENTIFYING BRAND EQUITY DIMENSIONS AND MEASURING ITS RELATIONSHIP WITH PRODUCT QUALITY DIMENSIONS: A STUDY ON JUICE BRANDS IN INDIA

Brand Equity, which speaks about the perceived value of a product under a brand name, is one of the key measures of a brand’s success. Higher level of brand equity could be translated as higher perceived value, growing market share and greater ROI. Thus, marketers are in eternal pursuit to device strategies for achieving higher brand equity. But for achieving this, knowledge about brand equity constructing components is necessary. Although theoretical studies have identified some brand equity constructing components, empirical validation of the theoretical constructs are vague. Studies in this field also states that product quality plays a significant role in creating brand equity, but empirically the interrelationship between product quality dimension and brand equity is not properly measured. The present study which is conducted on the juice brands in India aims to identify factors constructing brand equity of juice brands and also to estimate the impact of product quality dimensions of juice as a product on brand equity of the juice brands.Keywords: Brand; Types of Brand Equity; Consumer Based Brand Equity; Dimensions of Brand Equity; Product Quality Dimension

Reviews of Brand Equity for Online Retailers

In this era, the study of brand equity for online retailers is essential for marketing strategy development. However, due to a lack of consensus about the definition and conceptualization of brand equity, studies on brand equity for online retailers remain ambiguous. This study aims to identify the general viewpoint of brand equity for use with online retailers, as well as exploring the various brand equity models which have been used for online retailers in previous studies published from 2002-2020. The findings conclude that there are various conceptualizations of brand equity for online retailers; however, they are based on the consumer perception of the online retailers’ brands. There are two concepts of brand equity for online retailers: utilizing traditional brand equity models and creating new models specifically for the online context. Aaker’s brand equity model, i.e., one of the traditional brand equity models, has been employed most frequently in previous studies as it is a well-established model and appropriate for the study context of online retailers. The current study provides a discussion and recommendations regarding the existing theoretical models for future online retail brand equity studies, while also enriching the body of knowledge on brand equity

An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

Purpose: This study assesses, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach: The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalised in line with Aaker‟s (1996) brand equity measurement tool. Findings: Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications: The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximise sponsorship success. Originality/value: This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success

A hybrid property pricing model : the case of apartment residents in Jakarta Indonesia

Purpose: This research initiates a property pricing model that involves various perspectives and consumer considerations in selecting properties, including aspects of sales comparison, investment, hedonic life style, brand equity, and digital life style. Design/Methodology/Approach: The study investigates 222 residents of middle class apartments in Jabotadebek (Great Jakarta). The study employs Structural Equation Modelling (SEM) to test the research hypotheses. Findings: The research found that the price of apartments in the region is strongly influenced by a combination of multi aspects of sales comparison, investment, hedonic life style, brand equity, and digital life style. Practical Implications: The research has implications for investment shows the weakest contribution to the apartment price. Originality/Value: This study found that the price of apartments in the region is strongly influenced by a combination of multi aspects of sales comparison, investment, hedonic life style, brand equity, and digital life style.peer-reviewe

The Impact of Sales Promotion on Brand Equity: The Case of Brewery Industry

The effects of sales promotion on the creation of brand equity; effects of brand equity dimensions on overall brand equity; and the nature of inter-relationship among brand equity dimensions is a new area of research in Ethiopia. By adapting exploratory approach, the study assumed a positive sales promotion-brand equity dimensions-overall brand equity linkage in the Ethiopian beer market. Structural equation modeling (SEM) was used to verify the conceptual model, that is, the hypothesized linkage. The study is purely quantitative and a cross-sectional descriptive research design was applied. The study confirmed brand equity is a multidimensional concept that consists of brand loyalty, perceived quality and brand associations. Brand loyalty exerts a great influence on the formulation of brand equity and it is a holistic concept. The nature of brand equity dimensions relationship in the Ethiopian brewery industry is a causal order.  The study also indicated that sales promotion affecting the formulation of brand equity with different level of intensity. The study further concluded that monetary promotion affecting positively the creation of brand equity by influencing brand awareness, brand associations and perceived quality; and non-monetary sales promotion affecting positively the formulation of brand equity by influencing brand awareness and negatively by affecting perceived quality. Keywords: Brand Equity, Brand Loyalty, Perceived Quality, Brand Associations, Brand Awareness, Sales Promotion, Ethiopi

Employee Based Brand Equity : an exploration of the applicability of the Brand Resonance Pyramid in B2B financial services in South African

Abstract: This paper aims to comprehensively interrogate the concept of brand equity, as various scholars have purely explored brand equity from two positions, namely firm’s viewpoint (brand equity), and customer’s perspective, Customer Based Brand Equity(CBBE). However, employees, an important audience which plays a pivotal role in attaining brand equity and creating CBBE is often overlooked..

THE HIERARCHICAL RELATIONSHIP BETWEEN BRAND EQUITY DIMENSIONS

Brands have been considered as the second most important assets for a firm after customers .This study proposes a brand equity model with four dimensions: brand awareness, brand trust, perceived quality, and brand loyalty. In addition, the relationships among four dimensions and their effects on brand equity are investigated empirically. In order to accomplish the objectives proposed, a model reflecting the hierarchical relationship between the brand equity dimensions of brand awareness, brand trust, perceived quality and brand loyalty and brand equity, the model is tested by structural equations and the sample is 369 students from the higher institute of business administration (HIBA), the finding show that perceived quality does not has a significant influence on both brand trust and brand equity, on other hand, the rest of relationship between brand equity dimensions and brand equity is confirmed . The study finding can be used by mobile market in creating brand equity by using some strategies which can lead to the brand equity