Business Commons^™

Brand Extension Evaluation In Esports: A Case Study Of The Nba And Nba2k League, Glynn M. Mcgehee, Beth A. Cianfrone, Jackson Sears

Journal of Applied Sport Management

Professional sport leagues have created esport leagues and teams, which serve as brand extensions (e.g., NBA and NBA 2K League). These brand extensions can benefit the professional sports team brand by reaching various audiences in a different product category. The purpose of this study was to examine a traditional sport entity’s (NBA franchise) esport brand extension (NBA 2K League team). In partnership with an NBA team and the affiliated NBA 2K esports team, a survey of 195 individuals assessed the brand extension on several variables, including extension awareness, perceived quality, image fit, categorical fit, innovativeness, and authenticity of the extension. …

Pengaruh Aktivitas Social Media Marketing Terhadap Brand Trust, Brand Equity, Dan Brand Loyalty Pada Platform Social Media Instagram, Alfian Dally Irawan, Aswin Hadisumarto

Jurnal Manajemen dan Usahawan Indonesia

This study aims to determine the effect of social media marketing activities as seen from the dimen- sions of entertainment, interaction, trendiness, customization, and word-of-mouth, on brand trust, brand equity and brand loyalty conducted by Instagram social media. The study uses the Structural Equation Modeling (SEM) method with a sample of 617 respondents who are Indonesian residents ranging in age from 17 to 35 years and have used Instagram social media for a minimum of six months. The results showed that social media marketing activities viewed based on entertainment, interaction, trendiness, customization, and word-of-mouth had a positive effect on brand …

Is There A Roi For Being Ethical? The Impact Of Consumer Perceived Ethicality On Brand Equity, Arwen L. Matos-Wood

Association of Marketing Theory and Practice Proceedings 2020

Companies are increasingly focused on their environment and their impact on various stakeholders due to competitive and societal pressures. As their responsibilities expand, there is a risk to their reputation as well as their long term growth and profitability. As these pressures to be good stewards increase, companies are looking to better understand the impact on key metrics and key stakeholders. The purpose of this proposal is to study the effect of consumer perceived ethicality of a brand on brand equity at a corporate brand level.

Enhancing Global Brand Equity Through Strategic Csr And Cross-Sector Alliances: A Stakeholder Perspective, Shiva Nandan

Atlantic Marketing Association Proceedings

No abstract provided.

Employee-Based Brand Equity And Word-Of-Mouth Product Referrals., Kristy Grayson, Mee-Shew Cheung

Association of Marketing Theory and Practice Proceedings 2019

While the benefits of employee-based brand equity (EBBE) drive value to an organization, employees are often an over-looked asset in the overall marketing mix. Word of mouth (WOM) communications is one of the oldest and most trustworthy sources of advertising, yet little is known about the factors that influence employees to share WOM product referrals with their social network. Through a Grounded Theory approach, data suggests that employees who exhibit higher levels of EBBE behavior share product referrals within their social circle. Also, employees explore their personal and social identity while evaluating a referral decision. Further, they consider relationship and …

The Relationship Between Retail Store Types And Consumer Price Expectations, Sua Jeon

Association of Marketing Theory and Practice Proceedings 2019

As consumers hold distinct belief about competing retailers, there has been considerable development in the way brands are managed in the field of retailing and firms are making significant efforts to create ever richer and more differentiated store identities (Beristain and Zorrilla 2011). Given the abundant choices of retail formats and diverse product categories and brands available to consumers, retailers use every means available to survive and compete (Kumar et al. 2017).

This study provides useful managerial insights into the roles of price expectations in consumer purchase decisions in different product categories along with both national or store brands. With …

Brand Promotions Via Social Media Advocacy: Strategic Implications For Improving Brand Equity, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2017

Social media is all about consumer networks and consumer relations that challenge marketers to leverage social media as a means to develop and improve their connections with consumers. Despite the opportunities available through social media marketing activities, understanding customers and their behavior, and incorporating that information in marketing strategy formulation is critical to successful strategy implementation. This study takes a significant leap forward in this direction. Theoretically grounded in two different fields-the field of sociology in combination with the field of relationship marketing, this study develops a conceptual model of optimizing social media characteristics of customers. The current study uses …

Creating Competitive Advantage In The Premium Market Segment Through A Sustainability Strategy, Andrew E. Iberg

Chancellor’s Honors Program Projects

No abstract provided.

Can Brand Equity Explain Excess Behavioral Loyalty?, Sang Uk Jung

Asia Marketing Journal

Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand’s market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands …

Marketing Strategies For Profitability In Small Independent Restaurants, Wanda Y. Jenkins

Walden Dissertations and Doctoral Studies

The restaurant industry is the second largest employer in the United States; however, only 33% of restaurants are successful during the first 3 years of operation. The purpose of this exploratory multiple case study was to determine what marketing strategies small independent restaurant owners need for profitability. Aaker's brand equity model was the conceptual framework used to ground this study. Using a purposeful criterion sampling technique and semistructured interviews, 12 individuals (2 managers and 2 employees from 3 restaurants in Philadelphia) participated in the study. Data collected from interviews and archival business records were analyzed to generate themes, also allowing …

The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins

Chancellor’s Honors Program Projects

No abstract provided.

Trust-Commitment As A Mediator Of The Celebrity Endorser-Brand Equity Relationship In A Service Context, Abhishek Dwivedi, Lester W. Johnson

Lester Johnson

The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service)context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis …

An Examination Of Star Players' Effects On The Branding Process Of Professional Sports Teams, Nathan David Pifer

Theses, Dissertations and Capstones

Although various models and real-life examples seem to convey its presence, the relationship between star players and the branding process of professional sports teams is one that remains rather vague and unquantified. Though numerous examples seem to suggest that star players are capable of exerting an effect on a team’s brand, more thorough analysis is required in order to decipher which areas of a brand’s development are more or less affected by these marquee athletes. Taking responses from survey questionnaires containing 40 items pertinent to the topic, this study deployed Exploratory Factor Analysis (EFA) to uncover six underlying factors that …

A Consumer-Based Brand Equity Approach To Detect Perceived Incongruity And Its Impact Upon Consumer Perceptions, Stefan Linnhoff

Electronic Theses and Dissertations

An analysis of the retail market environment reveals two striking trends - remarkable growth of private brands, exerting increased pressure on national brands, and the increased market share of discounters and mass merchandisers stirring market competition with other retail types. These trends press the question - how do different product brand images interact with the variant images of different retailers? In order to thoroughly address, a comprehensive multiple mediator model was devised and empirically tested, tapping into three literature streams: the psychological, sociological and business literature on incongruity; studies on Consumer-Based Brand Equity (CBBE; Keller 1993); and works on Retailer …

Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo

Marketing Faculty Publications

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers' behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered.

브랜드는 만드는 것이 아니라 가꾸는 것이다. 참이슬의 장수 브랜드 전략, Young Won Ha, Kyung Do Park, Won Moo Hur

Asia Marketing Journal

This study explores ways in which Korean companies manage a brand to become a long-run success. In particular, this study focuses on Chamisul, analyzing its marketing strategy, examining its brand life-cycle in terms of introduction, growth, and renewal. Chamisul, first introduced in 1998, has occupied the Korean liquor market as a leading brand for almost a decade. Chamisul`s long-run success, in fact, depends upon a number of reasons; first, it has consistently and continuously keeps its own core brand concept and identity. Second, it has built its brand asset by strengthening its emotional ties with customers. The emotional connection that …