Download or read book Determinants of Customer Based Retailer Equity written by Ramulu Bhukya and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The aim of this study is to examine and verify the applicability of customer-based brand equity model based on Aaker's well-known brand equity framework from customers' standpoint in the Indian large retailing. It is conceptualized that retailer equity is determined by four dimensions-retailer awareness, retailer associations, and perceived retailer quality and retailer loyalty. Mall intercept method is applied to choose and contact shoppers with the structured questionnaire at the outlets of large Indian retailers. A total of 312 valid and usable questionnaires are obtained, wherein responses are recorded on 5 point Likert-type scale, with 1 being strongly disagree and 5 strongly agree. Then, the analysis was carried out by Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). Findings of this study reveal that except retailer awareness, all the other three retailer equity dimensions-retailer associations, perceived retailer quality and retailer loyalty have the positive and significant influence on overall retailer equity. Among these, retailer loyalty is found to be the most influential determinant of overall retailer equity. Thus, based up on the results, it was confirmed that Aaker's brand equity model is also applicable to the Indian large retail industry. Hence, retailers should consider relative importance of these dimensions while evaluating their overall equity. This study is of great interest for large retailers who wish to increase their brands' value proposition to the marketplace.
Download or read book Handbook of Research on Retailer Consumer Relationship Development written by Musso, Fabio and published by IGI Global. This book was released on 2014-05-31 with total page 625 pages. Available in PDF, EPUB and Kindle. Book excerpt: Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With the emergence of modern merchandising techniques and a rise in large retail companies, consumers have become increasingly vigilant of practice within the retail industry. Handbook of Research on Retailer-Consumer Relationship Development offers a complete and updated overview of various perspectives relating to customer relationship management within the retail industry and stimulates the search for greater integration of these views in further research. Offering different angles to analyze the exchange between the retailer and the consumer, this handbook is a valuable tool for professionals and scholars seeking to upgrade their knowledge, as well as for upper-level students.
Download or read book Determinants of Retail Equity written by Kathleen M. Seiders and published by . This book was released on 1997 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Download or read book Determinants of Brand Equity from the Consumer s Perspective written by Dhruv Brahmbhatt and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand equity as a theoretical concept was born in the 1980s. Many authors have given their valuable opinion and views on this term, which differ from one another. As brand equity is closely related with brand loyalty and brand extension, it arouses intense interest among those in the branding business from a wide variety of industries. While there is no common viewpoint on the measurement and dimensions of brand equity, this paper makes an effort to identify the most common determinants and approaches to measurement of brand equity from literature. Majorly, there are two perspectives of brand equity: consumer's perspective and financial perspective. This paper reviews only Consumer-Based Brand Equity (CBBE), which relates to consumer response to a brand name. It reviews the determinants of CBBE by drawing together strands from various conceptual and empirical studies made in this field.
Download or read book Price and Store Image as Mitigating Factors in the Perception and Evaluation of Retailers Customer based Brand Equity written by Hagai Gringarten and published by . This book was released on 2013 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Private Label Strategy written by Nirmalya Kumar and published by Harvard Business Press. This book was released on 2007 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: The growth in private labels has huge implications for managers on both sides.
Download or read book Two Essays on Retailer Location based Brand Equity written by Brett Jöel Paravon Kazandjian and published by . This book was released on 2021 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand equity is a construct that has numerous implications for both academics and practitioners. It has been the topic of a great deal of research during the past three decades. Several components of brand equity have been theorized and tested over the years, but the foundation of the construct remains consistent - brand equity is enhanced by factors that increase the profitability of the firm. One factor that has long been recognized as important for the retailer brand is location, yet previous work on brand equity has never specifically considered the role of geographic location of the retailer brand in relation to customers. This dissertation addresses this important gap by building a theoretical case for Retailer Location-Based Brand Equity (RLBBE) and attempts to uncover the primary determinants of the newly-proposed construct. Essay One begins with a qualitative exploration of consumer perceptions related to retailer location and the benefits and detriments that can flow from location. A mixed-method qualitative approach will employ machine learning, AI-enabled content analysis, and a traditional netnographic content analysis of consumer reviews on the Yelp social media platform. Findings support a proposed definition of RLBBE as "the portion of brand equity that is directly dependent on the location of the retailer brand relative to the consumer". Findings suggest the 3L's of RLBBE - location-based convenience, locus of loyalty, and locality of the brand - as the three dimensions that make up RLBBE. Essay two builds upon the work done in Essay One to determine the roles that the three proposed dimensions of RLBBE play and the relative importance of each. Essay two utilizes choice modeling to examine the dimensions of RLBBE as perceived by consumers. Three studies directly extend the work reported in Essay One by testing the 3L's of RLBBE. These three studies, taken together, further strengthen the case for RLBBE as an important and unique component of brand equity for retailer brands. This dissertation opens the door for both academics and practitioners to begin considering the role that location plays in determining the equity of retailer brands and the impact that location-based strategy can have on the brand.
Download or read book Intelligent Systems Business and Innovation Research written by Rim El Khoury and published by Springer Nature. This book was released on with total page 950 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Conceptualizing Measuring and Managing Customer based Brand Equity written by Kevin Lane Keller and published by . This book was released on 1991 with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Capturing Customer Equity written by David Bejou and published by Routledge. This book was released on 2014-06-11 with total page 123 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the most important new concepts in marketing is customer equity—here’s the essential information you need to create and manage it! This book presents thought-provoking, cutting-edge writing on customer equity management. The editors and contributing authors are top international marketing researchers who share their expertise in this new area of marketing research and practice. Capturing Customer Equity: Moving from Products to Markets is designed to enable academics to chart out future research directions and to help marketers to apply recently developed frameworks to the creation and management of customer equity in domestic and international markets. Handy charts, tables, and figures make complex information easy to access and understand. Capturing Customer Equity: Moving from Products to Markets is divided into five chapters: Developing Relationship Equity in International Markets This chapter delves into the realm of relationship marketing to define the term relationship equity and presents strategies for enhancing relationship equity in international markets via personal relationships as well as consistent processes and outcomes. This chapter, written by the editors and their partner Arun Sharma, also looks at specific implications for relationship marketing theory and practice in international markets. Dimension and Implementation Drivers of Customer Equity Management (CEM)—Conceptual Framework, Qualitative Evidence, and Preliminary Results of a Quantitative Study This chapter explores theoretical considerations as well as qualitative and quantitative research applying confirmatory factor analysis. It identifies three important dimensions of Customer Equity Management (CEM)—analytical, strategic, and operational—as well as three types of CEM implementation drivers, which represent determinants of the three CEM dimensions. Authors Manfred Bruhn, Dominik Georgi, and Karsten Hadwich present the measures they’ve developed for the CEM dimensions and drivers. These measures provide valuable help to practitioners and academics who need to understand how to manage and implement systematic customer equity management. A Network-Based Approach to Customer Equity Management This chapter, by René Algesheimer and Florian von Wangenheim, moves beyond the dyadic relationship marketing concept to present a theoretical framework for extending current thinking on customer equity towards the network perspective. Based on the current literature in social work, this chapter examines the characteristics that are likely to be powerful predictors of a customer’s network value. Practical implications are highlighted, and directions for further research are suggested. Strategies for Maximizing Customer Equity of Low Lifetime Value Customers The management of customer equity has become a major issue for many firms. This chapter examines strategies designed to assist firms in their relationships with customers who have low lifetime value. By examining the relevant literature as well as industry strategies, author Arun Sharma explores the reasons why “transactional” and “discount” customers have largely been ignored by marketing strategists, and proposes methods to enhance segment penetration and the performance of firms. Implications for managers are also highlighted. Customer Value-Based Entry Decision in International Markets: The Cnocept of International Added Customer Equity Market entry decisions are some of a firm’s most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions. This chapter, by Heiner Evanschitzky and Florian von Wange
Download or read book Creating Brand Equity written by and published by GRIN Verlag. This book was released on 2021-08-04 with total page 22 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Miscellaneous, grade: 1,0, University of Applied Sciences Trier, language: English, abstract: In a global world where countless functionally similar products are offered, there must be a suitable reference point by which the success of a company can be defined - the brand equity. The following work therefore aims to provide a comprehensive overview of brand equity and its creation, measurement and maintenance. 1989 California - This year saw the start of an eight-year experiment in the USA, in which an identical compact car was sold under two different brands: the Toyota Corolla and the Chevrolet Prizm. The Toyota Corolla was launched several years earlier and had already gained the trust of many consumers in terms of quality, thus benefiting from a positive brand equity. The Chevrolet Prizm, on the other hand, was a completely new name for consumers in the compact car class. Despite the same technical characteristics of both vehicles, the Prizm was consistently rated worse and the price of the car was also lower than the one of the Toyota Corolla. What does the experiment demonstrate?
Download or read book Retail Brand Equity and Loyalty written by Julia Katharina Weindel and published by Springer. This book was released on 2016-09-06 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. Second, she shows that retail brand equity and perceived value have a reciprocal relationship. The author analyzes which one of these has stronger effects on loyalty. Third, she addresses the interdependencies between brand beliefs, retail brand equity, and loyalty within multichannel retail structures. The study is forced through the knowledge that management of retail brands is highly valuable for scholars and managers, because retail brand equity is known to strongly influence consumer behavior in various contexts. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.
Download or read book Building Customer based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book A STUDY ON THE IMPACT OF BRANDING ON CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO SELECT RETAIL OUTLETS IN HYDERABAD written by P.LALITHA PRAVEENA and published by Archers & Elevators Publishing House. This book was released on with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Big Data Analytics written by Mrutyunjaya Panda and published by CRC Press. This book was released on 2018-12-12 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social networking has increased drastically in recent years, resulting in an increased amount of data being created daily. Furthermore, diversity of issues and complexity of the social networks pose a challenge in social network mining. Traditional algorithm software cannot deal with such complex and vast amounts of data, necessitating the development of novel analytic approaches and tools. This reference work deals with social network aspects of big data analytics. It covers theory, practices and challenges in social networking. The book spans numerous disciplines like neural networking, deep learning, artificial intelligence, visualization, e-learning in higher education, e-healthcare, security and intrusion detection.
Download or read book Data Mining written by Thuc D. Le and published by Springer Nature. This book was released on 2019-11-22 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book constitutes the refereed proceedings of the 17th Australasian Conference on Data Mining, AusDM 2019, held in Adelaide, SA, Australia, in December 2019. The 20 revised full papers presented were carefully reviewed and selected from 56 submissions. The papers are organized in sections on research track, application track, and industry showcase.
