Date: May 27th 2014 Level: EFO 704--Master thesis in marketing, 15 ECTS Institution: School of Sustainable development of society and technology, Mälardalen University Authors: Kanin, Sasivongpakdi, Yaolan Wang Title: Measuring and Evaluating Brand Equity Tutor: Gary Jordan Keywords: Brand equity, brand awareness, perceived quality, customer value, perceived marketing mix Research question: How does customer perceived marketing mix elements affect customer value of Aloe Vera Drycken through brand awareness and perceived quality for target group age from 15 to 30 on Swedish market? Purpose: The purposes of the research are 1) to investigate the relationship between perceived marketing mix elements towards brand equity of Aloe Vera Drycken; 2) to investigate the relationship between brand equity towards customer value of Aloe Vera Drycken; 3) to measure current perceived market mix elements and brand equity performance of Aloe Vera Drycken based on brand awareness and perceived quality; and 4) to provide recommendation to improve brand equity of Aloe Vera Drycken. Method: The study employed self-completion questionnaire to investigate brand equity performance of Aloe Vera Drycken. A survey with 281 respondents in Västerås, Eskilstuna, Uppsala, and Stockholm was conducted in order to collect the primary data and resulted in 247 qualified responses. In addition, SPSS software with multiple regression analysis is used for data analysis Conclusion: The study showed that in Aloe Vera Drycken’s case, distribution intensity is the only perceived marketing mix element that relates to brand awareness. Meanwhile, product and brand name are related to perceived quality. Both brand awareness and perceived quality are positively contributed to customer value for Aloe Vera Drycken’s existing customers.

This study explored non-profit organization using a qualitative method (in-depth Interview). The research objective of this paper is to analyze the content of Strong Brand to develop the internet marketing strategies and to establish differential and sustainable competitive advantage to achieve the goal of Sustainable Development of the organization. The study found that the Brand Equity of website of non-profit organization is mainly from constructing Strong Brand of non-profit organization, internet marketing strategies and methods, website design, website experience, emotional connections and trust. For non-profit organization limited in marketing resources, website is helpful to establish ¡§brand awareness,¡¨ ¡§brand image,¡¨ ¡¨loyalty,¡¨ and ¡§reputation of organization¡¨ and to achieve the marketing objectives of resource attraction, resource allocation, and persuasion to enhance the impact and performance of organization on society. Suggestions of the managing brand equity of website of non-profit organization could be made as follows: focus on the social network of internet to build loyalty of website, use the special characteristics of internet to target customers, to produce website experiences, to combine eality and vitality, carefully choose partners to internet cooperation, and improve the integration and innovation capability of information communications technology and marketing communication. The study aims to provide the findings as the reference basis for website operating of non-profit organization and internet marketing strategies developing to assist non-profit organization in more effective resource to expand the virtual market of non-profit organization and use the initial study of Brand Equity of website of non-profit organization for the foundation of the future studies.

Neste trabalho analisam-se os modelos conceituais e operacionais de brand equity baseado no cliente apresentados na literatura acadêmica. Sendo essa a alternativa para explorar o tema: documentar os modelos de brand equity, bem como as diferenças conceituais e empíricas entre os modelos de brand equity, pela ótica do cliente. Neste contexto, surge o seguinte problema de pesquisa: Os modelos existentes na literatura (teórico-práticos) de brand equity, baseado no cliente, podem compor um modelo de mensuração aplicável à realidade brasileira? Para isso faz-se uma pesquisa descritiva com o intuito de apresentar e enumerar os modelos de brand equity baseados no cliente, constantes entre os autores em ciências sociais aplicadas. Os resultados dessa parte do trabalho são tabelas resumo da literatura, apresentadas em capítulo específico, bem como as interpretações provenientes dessas análises. Elabora-se, então, uma pesquisa empírica para verificar a relação existente entre as dimensões que compõem o brand equity baseado no cliente e o mix de marketing organizacional. É desenvolvido análise da literatura, análise de confiabilidade, regressões, e modelagem de equações estruturais. Nessa pesquisa empírica encontra-se as análises de confiabilidade (Alpha de Cronbach´s), onde verificou-se que as dimensões propostas inicialmente por Aaker (1998) e Keller (1993) têm alta confiabilidade de escala. O patrimônio total da marca e a percepção dos preços, propostos por Yoo, Donthu e Lee (2000) também têm alto poder de confiabilidade na escala em português. Na análise das regressões completa, tradicional, e confiável do brand equity, baseado no cliente, houve uma semelhança de resultados. Apesar de algumas diferenças nos números e valores de R2 e de erro, esses foram muito próximos deixando as três equações propostas com mesma significância e valor de predição. Esse valor de predição para as três equações de regressão são moderados/baixos, demonstrando uma predição da variável dependente em grau leve pelas variáveis independentes, propostas nos modelos de regressão. Seguidos das análises de ajustes, verossimilhança, e significância da modelagem de equações estruturais m.e.e. Os objetivos do trabalho, propostos inicialmente, foram alcançados de forma clara e apresentados melhor no decorrer deste trabalho. Essa pesquisa empírica foi replicada para o Brasil, utilizando-se como base o trabalho de Yoo, Donthu e Lee (2000), sendo uma investigação agora desenvolvida nacionalmente. Tendo como alvo da pesquisa o setor de sapatos esportivos de uma grande marca mundial Adidas. / In this paper examine the conceptual and operational models of based-client brand equity presented in the academic literature. This being the alternative to explore the theme: documenting models of brand equity, as well as differences between the conceptual and empirical models of brand equity, through the eyes of the customer. In this context, there arises the following research problem: The existing models in the literature (theoretical and practical) of based-client brand equity can make a measurement model applicable to the Brazilian reality? For this it is a descriptive research in order to present and list the models of basedclient brand equity, listed among the authors applied social sciences. The results of this study are part of the summary tables of literature, presented in separate chapter, as well as interpretations from these tests. It elaborates, then, empirical research to verify the relationship between the dimensions that comprise the client-based brand equity and organizational marketing mix. It is developed literature analysis, reliability analysis, regression, and structural equation modeling. In this empirical research is the analysis of reliability (Cronbach\'s Alpha), where it was found that the dimensions initially proposed by Aaker (1998) and Keller (1993) have high reliability scale. The total equity of the brand and the perception of prices, proposed by Yoo, Donthu and Lee (2000) also have high reliability in the power of scale in Portuguese. In the analysis of complete regressions, traditional and trusted brand equity, based on the client, there was a similarity of results. Despite some differences in the numbers and values of R2 and error, these were very close to leaving the three equations with the same significance and value prediction. This predictive value for the three regression equations are moderate / low, showing a prediction of the dependent variable in mild by the independent variables proposed in the regression models. Followed by analysis of settings, likelihood and significance of structural equation modeling s.e.m. The objectives of the work originally proposed, were reached in a clear and better presented in this all paper. This empirical research has been replicated in Brazil, using as basis the work of Yoo, Donthu and Lee (2000), an investigation now being developed nationally. Targeting the research sector of athletic shoes of a great global brand - Adidas.

The area of Brand Equity has received considerable attention during the past twenty years. The importance of a brand emanates from the fact that brand recognition and positive associations with it create value for companies and consumers. This value is called Brand Equity and translates into monetary value. Until now, there is scant research on brand equity for online retailers to test whether theoretical frameworks developed for offline companies apply to online businesses. The study is an attempt to bridge this gap by developing and testing a comprehensive brand equity model with selected drivers (customer support and a mix of functionality and fulfilment marketing efforts) and sources (awareness, association of value and trust, and loyalty) of brand equity. Grounded in a traditional offline consumer-based brand equity framework, a research model (at the aggregate level) for assessing brand equity of online companies is developed and tested using structural equation modelling (SEM). Several key findings are reported: First, a measurement model based on dimensions of awareness, associations of value and trust, and attitudinal loyalty seem to fit the data well. Measures have adequate reliability, convergent and discriminant validity. Secondly, from the SEM application, only value association and loyalty are potent determinants of brand equity. Third, awareness, trust and value associations contribute indirectly to create brand equity. Fourth, the hierarchical hypothesized relationships between the sources of brand equity are confirmed. The final best-fitting (calibrating) model derived from the subjects that had bought from the online businesses under study was validated across a sample of subjects. Simultaneous model comparison using structural equation (by means of Chi square difference) confirms the tenability of the calibrating model. To test for the probability than an incorrect model will be rejected, power analysis was calculated. The results indicate that the likelihood of rejecting the hypothesis of exact and close fit equals 1.0. The second phase of the study involved brand analysis at the individual level. According to the calculations Amazon obtains slightly higher brand equity than eBay and puts it in first place, eBay is in second place, followed by Dell in third. CDNow is the worst performer and obtains consumer-based brand equity below average. The study offers contributions to both academia and business in several ways.

Abstract Surroundings are changing, ¡§Brand¡¨ has become an important topic of every companies. How to attract consumer¡¦s eyes? How to keep consumer¡¦s loyalty? ¡§Brand¡¨ is a key factor. Also, brand¡¦s power influences the bargain power. Many companies which started from the OEM or ODM have built their own brands or used the inner resources to enhance the brand value. ¡§Brand Equity¡¨ is a new opinion. It presents the value of brand value. It¡¦s also an important function which a company maintain competitive advantage and benefit. Topics about ¡§Beautiful¡¨ are caught a lot of attentions in recent years. Differentiate with the model which technology brings economical growth before, value about ¡§beautiful¡¨ may become next thrust of growth. Because of this, many companies are looking for adding design elements on 3C products and try to change traditional image of stony to be a fashionable thing. And design ability passes emotion and experience to let the standardized and scale produced system change. It try to take new life experiences into human¡¦s life. Is design ability can be plus to brand equity? This thesis, take BENQ for example, standing on the designer and consumer sides to discuss about the influence of design ability to brand equity. Concluding the factors that influence brand equity through documents and establishing the structure of design ability by interviewing design manager of BENQ. Making the questionary to consumers on the basis of these two variables and analyze the questionary . After above steps, I will give the conclusion and suggestions to BENQ. After all, what kind of role can the design ability play? Can design ability be the competitive advantage of a company? This research tries to find the relation. Key words: Brand equity, design ability

Social networks have become an important factor in today’s society. Companies as well as individuals are using these platforms to interact with one another on a daily basis. This phenomenon has mostly been acknowledged by companies on B2C markets where these social network sites are being used to communicate their brand. On B2B markets however, the usage of these platforms have not been as optimistically implemented. Due to this fact, this study means to examine what brand enhancing intentions well-established B2B companies have with their usage of social networking sites.This study conducted a web survey where 89 of Sweden’s most successful companies (in terms of turnover) participated. The respondents’ answers were analyzed through statistic tools such as correlation analyzis, cluster analyzis and descriptive data. The collected data revealed that the respondents could be divided into four separate segments, which further could be divided into two perspectives, where the brand enhancing intentions of the usage of social networking sites seemed to differ. Key words: Social Networking Sites, B2B, brand equity, perceived quality, brand loyalty, brand recognition, brand recall, brand image.

Neste trabalho analisam-se os modelos conceituais e operacionais de brand equity baseado no cliente apresentados na literatura acadêmica. Sendo essa a alternativa para explorar o tema: documentar os modelos de brand equity, bem como as diferenças conceituais e empíricas entre os modelos de brand equity, pela ótica do cliente. Neste contexto, surge o seguinte problema de pesquisa: Os modelos existentes na literatura (teórico-práticos) de brand equity, baseado no cliente, podem compor um modelo de mensuração aplicável à realidade brasileira? Para isso faz-se uma pesquisa descritiva com o intuito de apresentar e enumerar os modelos de brand equity baseados no cliente, constantes entre os autores em ciências sociais aplicadas. Os resultados dessa parte do trabalho são tabelas resumo da literatura, apresentadas em capítulo específico, bem como as interpretações provenientes dessas análises. Elabora-se, então, uma pesquisa empírica para verificar a relação existente entre as dimensões que compõem o brand equity baseado no cliente e o mix de marketing organizacional. É desenvolvido análise da literatura, análise de confiabilidade, regressões, e modelagem de equações estruturais. Nessa pesquisa empírica encontra-se as análises de confiabilidade (Alpha de Cronbach´s), onde verificou-se que as dimensões propostas inicialmente por Aaker (1998) e Keller (1993) têm alta confiabilidade de escala. O patrimônio total da marca e a percepção dos preços, propostos por Yoo, Donthu e Lee (2000) também têm alto poder de confiabilidade na escala em português. Na análise das regressões completa, tradicional, e confiável do brand equity, baseado no cliente, houve uma semelhança de resultados. Apesar de algumas diferenças nos números e valores de R2 e de erro, esses foram muito próximos deixando as três equações propostas com mesma significância e valor de predição. Esse valor de predição para as três equações de regressão são moderados/baixos, demonstrando uma predição da variável dependente em grau leve pelas variáveis independentes, propostas nos modelos de regressão. Seguidos das análises de ajustes, verossimilhança, e significância da modelagem de equações estruturais m.e.e. Os objetivos do trabalho, propostos inicialmente, foram alcançados de forma clara e apresentados melhor no decorrer deste trabalho. Essa pesquisa empírica foi replicada para o Brasil, utilizando-se como base o trabalho de Yoo, Donthu e Lee (2000), sendo uma investigação agora desenvolvida nacionalmente. Tendo como alvo da pesquisa o setor de sapatos esportivos de uma grande marca mundial Adidas. / In this paper examine the conceptual and operational models of based-client brand equity presented in the academic literature. This being the alternative to explore the theme: documenting models of brand equity, as well as differences between the conceptual and empirical models of brand equity, through the eyes of the customer. In this context, there arises the following research problem: The existing models in the literature (theoretical and practical) of based-client brand equity can make a measurement model applicable to the Brazilian reality? For this it is a descriptive research in order to present and list the models of basedclient brand equity, listed among the authors applied social sciences. The results of this study are part of the summary tables of literature, presented in separate chapter, as well as interpretations from these tests. It elaborates, then, empirical research to verify the relationship between the dimensions that comprise the client-based brand equity and organizational marketing mix. It is developed literature analysis, reliability analysis, regression, and structural equation modeling. In this empirical research is the analysis of reliability (Cronbach\'s Alpha), where it was found that the dimensions initially proposed by Aaker (1998) and Keller (1993) have high reliability scale. The total equity of the brand and the perception of prices, proposed by Yoo, Donthu and Lee (2000) also have high reliability in the power of scale in Portuguese. In the analysis of complete regressions, traditional and trusted brand equity, based on the client, there was a similarity of results. Despite some differences in the numbers and values of R2 and error, these were very close to leaving the three equations with the same significance and value prediction. This predictive value for the three regression equations are moderate / low, showing a prediction of the dependent variable in mild by the independent variables proposed in the regression models. Followed by analysis of settings, likelihood and significance of structural equation modeling s.e.m. The objectives of the work originally proposed, were reached in a clear and better presented in this all paper. This empirical research has been replicated in Brazil, using as basis the work of Yoo, Donthu and Lee (2000), an investigation now being developed nationally. Targeting the research sector of athletic shoes of a great global brand - Adidas.

No description available.

Abstrakt Syfte:Studiens syfte är att beskriva hur ett mätinstrument för att mätakonsumentbaserad brand equity ska utformas. Forskningsfråga:Vilka mätpunkter ska inkluderas vid mätning av konsumentbaserad brand equity? Metod:Då studien ämnar testa mätinstrumentet som skapats ur den befintliga litteraturen föllvalet på att genomföra en kvantitativ undersökning eftersom författarna avsågundersöka hur en stor mängd konsumenter uppfattar varumärken. För att samla in databad författarna 130 stycken respondenter delta i en enkätunderökning. Datananalyserades sedan i en faktoranalys. Slutsats:Efter genomförd faktoranalys kunde författarna behålla 9 stycken mätpunkter från detursprungliga 16 stycken mätpunkter. Utefter de nya mätpunkterna utformades ett nyttmätinstrument. Aakers fyra dimensioner var fortfarande utgångspunkt därmätpunkterna placerades in

The media environment have changed constantly in the nowadays. Even though audiences can use a variety of the media, the ratings of watching programs by TV is still the mainstream, and the classification of the drama is the highest of program types in average audience rating. Recently, the concept of brand marketing is more and more important in the company, however, with the brand concept exploring audience viewing behavior is still rarely in the media research. This study used questionnaires, and structural equation modeling (SEM) as a data analysis. The research focus on drama programs and channels to investigate in Taiwan so that we can understand how the brand equity affect audience viewing behavior. The research focuses on drama programs and channels, and explores the audience viewing behavior in the perspective of customer-based brand equity. The research not only explores the brand equity of the drama programs, but also investigates the relation with the brand equity of drama programs, channels and audience viewing behavior. Even more, adding two factors in model including the types of audience and the drama types of audiences¡¦ preference, and explore the impact with among the three. The results showed that brand awareness of programs affect audience viewing behavior on a positive significantly, however, the brand image of programs can¡¦t affect the audiences viewing behavior. The brand equity of drama programs can affect the brand equity of the channels and the brand equity of the channels can affect the audiences viewing behavior. In addition, because of the difference between of the types of audience and the types of drama, the brand equity of drama programs has an impact on the viewing behavior.