The findings in this study support the hypothesized relationship between store image and brand awareness / brand association. Despite a firm’s efforts to approach consumers through different marketing communication predominantly advertising, majority of the buying decisions are being made by shoppers inside the stores. Store displays for example are among the main information sources for a purchase decision and many shoppers may decide their purchases while moving through the aisles. Thus brand awareness can be increased by placing the brand in potential customers' prominently in retail stores with good image. Brand awareness can have indirect influence on consumer buying behavior e.g. prior familiarity with the store lowers the perceived …show more content…
Scholars & managers can be benefitted from this developed instrument in numerous ways. First, due to relatively few items, the scale is simple, easy to use. Second, the small number of items enables the brand equity to be measured according to a well-established theoretical framework. Third, this connection with the well-established theoretical framework provides numerous possibilities to focus on the dimensions that perform well i.e. this instrument offers the ability to identify a brand’s strong and weak points in terms of the sources of brand equity. The present research, taking into account suggestions made by previous researchers such as Yoo and Donthu (2001), has enriched the consumer-based brand equity model by incorporating brand personality measures. In summary, the major contributions of the current research include (a) developing a framework of brand equity dimensions and store image (b) identifying store image as critical antecedent of brand equity (c) incorporating brand association measures such as brand personality …show more content…
Overcoming these limitations can serve as directions for upcoming research in this area. This study was confined only to few different north Indian cities, thus to generalize the findings, more replicative studies need to be conducted in other cities and regions of the country to account for the country’s diversity. The stimuli used in item purification in the present study included different brands from the same category i.e. sports-shoes. For further validation of the suggested scale & brand equity dimensions, more categories need to be considered. Moreover, since few Indian sports-shoes brands also have international recognition, it would also be appropriate to study only Indian brands. Comparisons can also be made in consumer perceptions of brand equity for domestic versus global international brands. The use of non probability personal survey technique also puts limitations to fully generalize the findings in this study to a large population e.g. across country or continent. The researchers may preferably rely on more representative probabilistic
-Store brand name enables product to be accepted and adopted more easily by consumers because of brand recognition
Vahie, A &Paswan, A 2006, ‘Private label brand image: its relationship with store image and
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...
Shoppers shape mark observations and desires in view of outside correspondence with the association and others; in any case, in light of individual involvement with a marked item a buyer will develop a brand personality. It is advantageous to take note of, that attributes that might be appealing to a buyer in one market fragment may not be alluring to shoppers in other market portions. Shoppers utilize brands to appraise, survey, or assess distinctive items in a market – this is frequently alluded to as item separation. Along these lines, an appealing brand gives a heuristic to quality and esteem and decreases
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
Definition; - “brand equity is the added value endowed on products and services. It may be reflected in the way consumer think, feel, and act with respect to the brand, as well as in the price, market share and profitability the brand commands.”(Kolter and Keller.2012, p265) according to the case study of Holland and Barrett, brand equity refers to high brand value, brand with high value equity means, H&B has the ability to create some sort of positiv...
Brand image is about how consumers perceive a product and the ability for the customers to be loyal to the brand irrespective of the threats from its competitors. Starbucks prides itself as the best coffee produce, and most consumers have been heard admitting that the company produces coffee that is quality and that makes users sometimes to consume even when they had not budgeted for it. Cleanliness seems to be another strategy that Starbucks uses to promote the image of its brands because customers can trust their products and knows that the company is keen enough in cleaning its environments and the utensils used for the preparation of coffee and other brands. Brand image is critical for measuring brand equity, and it is from this point of view that the company comes up with marketing and operational strategies to make it successful (Keller & Lehmann, 2006). Brand resonance is another important technique that should not be avoided because of its impact towards the study. The attachment that a consumer has to a product will help discover the relationship between a customer and a product. Identifying oneself with a product is only possible if the product is
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
Visser, Preez and Noordwyk (2006) stated that: "Store image, that is the sum total of perceptions customers have about a store, is determined by these merchandise, service, and price factors; it is also determined by atmospherics, advertising, and store personnel. Retail store image is taken as a whole attitude of buyers to the store, its attributes mean various things, and each store has a relative location in the buyers mind”. All these contribute to favorable or unfavorable buyers attitudes in the direction of retail stores. These attributes were sell, service, customers, physical facilities, ease, promotion and endorsement, store atmosphere, and post-transaction satisfaction.
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
In conclusion, the customer- based brand equity model is an important platform that may help in building a strong brand. It could assist a company in assessing its progress as well as providing a blueprint for marketing research activities. If properly planned and implemented, it could help the company in achieving its marketing strategies and in the realization of an increased profit margin
Brand equity is one of the terms marketers use. How much is a brand worth? Brand equity is the value of the brand it doesn’t develop instantly. A brand has to be nurtured and marketed so consumers trust the brand. Brand equity can also affect the buyout price of a company. There are three different meanings of brand equity. The first is the total of brand as a separate asset when it is sold. The second is how much a consumer is attached to the brand. And lastly to describe the beliefs and associations that consumers have about the brand. Marketers tend to define brand equity differently from accountants.
The Association reflects the fact that products are used to express lifestyles whereas other Associations reflect social positions,. and professional roles. Still others will reflect Associations involving product applications, types of people who might use the product, Stores that carry the product or salespeople who handle the product or even the country of origin. (Keller, 1998) defines brand associations as informational nodes linked to the brand node in memory that contains the meaning of the brand for consumers. These associations include perceptions of brand quality and attitudes towards the brand. Keller and Aaker both appear to hypothesize that consumer perception of a brand are multi-dimensional, yet many of the dimensions they identify appear to be very similar. The image that a good or a service has in the mind of the consumer-how it is positioned is probably more important to its ultimate success than are its actual characteristics. According to (Aaker, 1991) there are at least nine brand