Très peu de travaux empiriques ont été fait jusqu'à présent pour mesurer le problème de l'équité de marque basée sur la consommation dans l'industrie des télécommunications. L'objectif de la présente recherche est d'étudier et d'explorer les connaissances sur l'équité de marque axée sur le consommateur (CBBE) dans le marché des télécommunications chinois. En outre, la relation entre l'équité de la marque et la stratégie de marché mélange est étudiée. Notre étude commence par l'élaboration de deux modèles, l'un est le modèle CBBE et l'autre est le modèle de marché mélange influencé, que nous utilisons comme base pour mesurer le problème d'un point de vue empirique sur le marché des télécommunications chinois. Deux questionnaires ont été conçus dans le but de recueillir des données. Les questionnaires empiriques ont été conduit à l'aide d'un questionnaire fermé online envoyé à un échantillon d'utilisateurs des réseaux sociaux. Parmi ceux-ci, nous avons reçu 875 réponses exploitables de questionnaires CBBE en provenance de la Chine continental. Dans le même temps, nous avons reçu 1050 réponses utilisables de questionnaires portant sur l'influence de marché mélange. Les principales questions abordées dans le questionnaire sont liées à l'attitude des consommateurs envers sept marques de télécommunications sur le marché continental chinois. Ces marques ont été identifiées comme : China Telecom, China Mobile, China Unicom, Nokia, Motorla, Huawei et ZTE. Deux modèles d'équations structurelles ont été construits grâce à l'analyse des données : le modèle d'équité de marque basé sur le consommateur (CBBE) et le modèle d'influence Market-Mix. Le modèle CBBE est composé de quatre facteurs : l'équité de la marque, la défection de la marque, l'impression de la marque par le consommateur et son expérience de la marque. Alors que le modèle d'influence Market-Mix est composé de trois facteurs : Media et publicité, expérience du marché et tarification. La relation entre les deux modèles et l'interdépendance des différents facteurs sont ici étudiés.Nos résultats comprennent des implications à la fois théoriques et pratiques. D'un point de vue théorique (1) la question clé pour la création de capital-marque ainsi que la diminution de la défection de la marque est d'élaborer une stratégie d'expérience de marque du consommateur liée aux facteurs suivants : fidélité à la marque, qualité perçue, extension de la marque et équité du consommateur. L'influence de l'impression du consommateur sur l'équité de la marque est moins importante. (2) l'expérience du marché du consommateur, qui inclut les variables de produit-service, employé et processus d'achat est significativement corrélée avec l'impression de la marque du consommateur et l'expérience de la marque du consommateur. (3) La perception du consommateur de la plus importante stratégie mix-market est liée à l'employé, puis au processus d'achat, au produit/service, à la tarification et aux médias/publicités par ordre de priorité. (4) L'impression de marque du consommateur est influencée de manière importante par les médias et la publicité et le produit/service. (5) L'effet de l'expérience de marque du consommateur est sur la tarification est significativement négatif.D'un point de vue pratique : les coefficients des facteurs (dans les deux modèles) de chaque marque de Telecom sont estimés. Les consommateurs ont démontré une forte affinité avec les marques suivantes (par ordre de priorité) : Nokia, China Mobile, Motorola, Unicom, Huawei, ZTE et China Telecom. / Very little empirical work has so far been done to measure the problem of Consumer-based Brand Equity in telecom industry. The objective of the present research is to investigate and explore knowledge about Consumer-based brand equity (CBBE) in the chinese telecom market; moreover, the relationship between brand equity and Market-mix strategy is investigated. Our study starts by developing two models; one is the CBBE model and the other is the Market-Mix influenced Model, which we utilise as the basis for measuring the problem from an empirical perspective in the Chinese Telecom market. Two Questionnaires are designed in order to collect data. The empirical questionnaires were conducted using an online closed-ended questionnaire which was sent to a sample of users of social networks. Of these we received 875 usable responses of CBBE questionnaire from mainland China. At the same time, we received 1050 usable responses of Market-mix influence questionnaire. These brands were identified as : China Telecom, China Mobile, Nokia, Motorola, Huawei and ZTE. Two structural equation models were built through data analysis : They are Consumer-based Brand Equity Model and the Market-Mix influence model. The CBBE model is composed of four factors : Brand Equity, Brand Defection, Consumer Brand Impression and Consumer Brand Experience. While, the Market-mix influence Model is composed of three factors : Media and advertising, Consumer Market Experience and Pricing. The relationship between two models and the interrelationship among different factors are investigated.Our findings include both theoretical and practical implications. From the theoretical perspective : (1) the key issue for creating Brand Equity as well as Brand Extension and Consumer Equity. The Influence of Consumer Impression on Brand Equity is less significant. (2) Consumer Market Experience which includes the variables of Products/service, Pricing and Media / Advertising are followed in order of priority. (4) Consumer Brand Impression is significant influenced by Media/advertising and Product/Service. (5) The effect of Consumer Brand Experience on pricing is significantly negative.From the practical perspective : the factor coefficients (within two models) of each Telecom brand are estimated; Consumers demonstrated a strong affinity toward the following brands (in order of priority) / Nokia, China Mobile, Unicom, Huawei, ZTE and China Telecom.

In today's highly competitive environment, the success of a company is often determined by the right brand management and by efforts to continuously improve the brand value. It is therefore an essential task of marketing. But determining the value of the brand is a very difficult task and it is of interest to both theoretical research and marketing practice. Submitted thesis provides an overview of the current state of knowledge about this very important issue both in terms of leading authors from the scientific and academic communities and in terms of marketing practice in the form of models of specialized agencies. Thus formed synthesis can then be used by academics in the orientation of their future research and also by marketing managers to evaluate the effectiveness of approaches currently being used. For this purpose, marketing managers can also use case studies in each chapter, which show the issue on the specific example of successful companies. Qualitative expert research among managers of successful international companies can serve the same goal. Managers of small and medium-sized enterprises can apply a formalized model of the growth of a brand, which is very intuitive and does not require deeper knowledge of mathematics. The last chapter presents the results of primary quantitative research, which focused on the issue of the relationship between social networks and branding in the Czech Republic.

The thesis focuses on analysing brand value of the selected company using the model of customer-based brand equity. Theoretical part focuses on explaining the terms and methods of measuring brand value. The subsequent pratical part is dedicated to analysis of individual determinants and their impact on the overall brand value.

This research focuses on the relationship between branding and company share price. This research’s purpose is to investigate the impact of branding indicators on a company share price. There has been a lot of research that has evidenced a positive relationship between marketing, of which its core component is branding, and firm performance. Even though it has been evidenced that strong branding leads to firm performance, stock analysis literature has not taken into consideration branding indicators as a key component in predicting the future performance of a company’s share price. This research addresses insights on the direct relationships between branding and share price values, which has not been extensively studied. Literature reviewed outlined three important measures of brands which offer a view of the future performance of a brand. These brand performance measurements are brand value, brand ranking and brand ratings. These are measures which are publicly available and have been measured over time. The research utilised data from Brandentity which is a brand valuing organisation which reports brand performance annually. The research investigated the impact of the change in brand value, brand ranking and brand ratings on company share price. The investigation shows brand rating as the only brand indicator tested that significantly positively impacts a company share price. This was found to mainly be because its orientation is competitor’s performance and future brand performance. Brand value and Brand rankings were found to have no significant impact on a company share price. The research thus concludes that brand indicators have a positive impact on a company share price and therefore brand measurements should be used as part of stock analysis to predict future performance of a company share price. / Dissertation (MBA)--University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / unrestricted

The retail industry has seen an immense increase in competition. Brands are becoming more similar, which makes it essential for firms to differentiate themselves against their competitors. The brand is considered the company's biggest intangible asset, possessing an array of different values for the company. Even though research continuously manifest the importance of establishing and managing a strong brand, companies are becoming increasingly less prone to invest in intangible assets such as the brand. The nature of profit maximizing companies has seen investments being directed at measurable and concrete areas, where the return on investment is readily established. One efficient way to work with brand assets is through brand equity, a concept with the main objective of understanding the customer. Brand equity is an approach that enables the firm to deliver value to the customer and being able to receive the benefits of increased margins and profitability from satisfied customers. Previous research has stressed the importance and need for future scholars to investigate brand equity and provide practical examples of how to manage and develop brand equity in different industries. Brand equity investments further need to be connected to financial indicators in order to legitimize and manifest the financial importance and benefits of brand equity. In other words, concretization and legitimization are needed in order for brand equity investments to be regarded as strategically viable and efficient. Previous research is largely quantitative and focus on statistically reliable relationships. Meaning that there is an evident need for qualitative research explaining “how”, and not “if”. The purpose of this degree project is to develop a deeper understanding of how companies manage and develop their brand equity and how brand equity influences shareholder value in the Swedish retail industry. Our degree project answers to the following research question: How do firms manage and develop their brand equity in order to generate shareholder value in the Swedish retail industry?". In order for us to successfully answer our research question and achieve the purpose of this degree project, we have therefore conducted a qualitative study. This study was carried out through six in-depth interviews with managers, working with brand related questions and responsibilities at established firms in the Swedish retail industry. The findings provide instrumental practical insights about actions and activities of how to manage and develop the four dimensions of brand equity; brand awareness, brand associations, perceived quality and brand loyalty. Furthermore, the findings also provide a deeper understanding as to how each dimension contribute to cash flows of shareholder value, short-term and long-term. Our findings manifest the relevance of each brand equity dimension and acknowledge how accurate and relevant the dimensions are in the retail industry currently. The findings in our study are presented through a conceptual model, adopted in order to concretize and legitimize brand equity investments. The conceptual model encapsulates and visualizes concrete actions and activities for each dimension, as well as how each dimension is connected to the drivers of shareholder value. This degree project also provides other important insights regarding brand equity, presenting the main functions of brand equity in accordance to the literature and the empirical findings. Lastly, this degree project provides managerial implications of how to manage and develop brand equity from a holistic point of view, to successfully generate shareholder value.

8 June 2020 Bachelor thesis in Business Administration, 15 cr School of Business, Society and Engineering, Mälardalen University Fanar Soror Francis Henrik Aronsson Jonathan Fesahaye (95/11/30) (95/10/29) (94/03/01) How is consumer-based brand equity affected by sustainability marketing? Daniel Tolstoy Brand equity, sustainable marketing, purchase intent, attitudes, consumer-based brand equity How is a company's consumer-based brand equity affected by the company's use of sustainability advertising? How does this in turn affect the purchase intent with consumers? The purpose of this study is to show how and to what extent a company's consumer-based brand equity is affected by their sustainability marketing. Quantitative method The authors conclude that sustainability advertising has a negative effect on consumer-based brand equity in the industries selected for this quantitative study. But where the airline industry is reasonably spared from the criticism.

El objetivo de la presente investigación es determinar el rol de las dimensiones del brand equity en la decisión de elegir un banco, en personas de 20 a 25 años de lima. La finalidad del estudio es identificar qué variables presentan una mayor correlación con la elección de escoger un banco. Las variables analizadas fueron: Brand Awareness, Brand Association, Brand Loyalty y Brand Activity En el presente estudio, se realizaron 2 técnicas de investigación, Entrevistas a profundidad y encuestas. La primera consistió en la elaboración de dos entrevistas a profundidad para cada grupo objetivo, en el cual se desarrolló una guía de preguntas distribuida en bloques con diferentes objetivos cada uno. La segunda técnica también tenía bloques de preguntas, las cuales sirvieron de apoyo para realizar la presente investigación. Por último, se buscó validar las hipótesis específicas mediante elaboración de un análisis de correlación con los resultados obtenidos en el estudio cuantitativo. Los principales hallazgos fueron que, si bien todas las dimensiones del brand equity relacionan al consumidor en la decisión de escoger algún producto y/o servicio, dentro de ellas existen dimensiones son más relevantes e influyen de manera más profunda en la elección de escoger un banco. / The objective of this research is to determine the role of the dimensions of brand equity in the decision to choose a bank, in people from 20 to 25 years old in Lima. The purpose of the study is to identify which variables present a greater correlation with the choice of a bank. The variables analysed were: Brand Awareness, Brand Association, Brand Loyalty and Brand Activity In this study, two research techniques were used, in-depth interviews and surveys. The first consisted in the elaboration of two in-depth interviews for each target group, in which a guide of questions distributed in blocks with different objectives each one was developed. The second technique also had blocks of questions, which served as support for this research. Finally, we sought to validate the specific hypotheses by developing a correlation analysis with the results obtained in the quantitative study. The main findings were that, although all the dimensions of brand equity affect the consumer in the decision to choose a product and/or service, within them there are dimensions that are more relevant and influence in a more profound way the choice of a bank. / Trabajo de investigación

A review of the literature reveals that companies‟ brands and their management have dominated the marketing of goods and services to consumers but the idea of measuring brand equity has been slow to take hold in business to business (B2B) marketing. On-going relationships between businesses and their industrial customers are receiving renewed interest in marketing and the building of strong customer relationships has been suggested as means of gaining a competitive advantage particularly for service businesses. The importance of benefits recieved through relationships indicates that customer value is not linked to the the product or service received, but is also derived from the benefits recieved from relationships with the organisation. The study seeks to determine the importance relationships have on the brand equity of organisations that operate in a B2B services environment. This is achieved by focusing on the drivers of brand equity in a B2B services environment, consisting of price, product quality, service quality and relationship benefits.The findings offer important insightas to the drivers of brand equity in the B2B services industry. The results indicate that the benefits a buying organisation receives from having a relationship with the organisation providing the service is significant to improving itsbrand equity . The other drivers that significantly influence the brand equity of the orgnsiations providing the service is the quality of the product or service it provides followed by the price.The research involved a two phase approach. Phase one involved face-to-face interviews with five Learning and development professionals from various industries in South Africa, namely Financial Services, Manufacturing, Telecommunications and Retail sectors. The data gathered from the interviews, together with the reviewed literature was used to develop an instrument that was used to measure the importance relationship benefits have on brand equity in the B2B services environment . One hundred and twenty one questionairres were processed. The data was subjected to inferential and multivariate statisical analysis.This research provides both an academic contribution to the relationship marketing field as well as a practical implication for marketing managers within B2B service organisations. The main contribution for academic purposes involves confirmation from hypothesised relationships. This research is of specific value to managers who are responsible for increasing brand equity within their organisations. With a more dedicated focus on improving the benefits the buying organisation receives from the organisation providing the service will allow managers to improve their brand equity. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

This study aims to extend previous research studies investigating drivers of customer equity in a business-to-business environment. The study also aims to address the role of relationship benefits on customer equity in a business-tobusiness environment beyond psychological, functional and social benefits. Furthermore the study focuses on the importance of building relationships influencing customer equity in organisations operating in a business-to-business environment. The study is based on two phases. Phase one consisted of face-to-face interviews with experienced professional individuals from three different industries. These industries covered financial services, utility services and property development within a South African demographic. The data gathered from these interviews was combined with literature to understand the drivers of customer equity and the role that relationship benefits play on customer equity. Data was also gathered from a 146 questionnaires and statistically processed. Significant findings made in the study reflect the importance of customer equity within business-to-business environments. Further focusing on the importance for organisations to build long-term relationships with their customers. this will finally explain the significant impact that relationship benefits have on customer equity beyond psychological, functional and social benefits for organisations in business-to-business environments. The study recognises that the individual customers and the organisation on its own will both benefit from developed customer equity, highlighting the fact that not one driver of customer equity is exclusive to the next. Contributions made for academic purposes include hypothesised variable on customer equity, with the main aim on relationships. This study will be beneficial for various departments in organisations that interact with customers and want to improve their customer relations, specifically organisations operating in a business-to-business environment. / Dissertation (MBA)--University of Pretoria, 2013. / zkgibs2014 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

Diploma thesis is about loyalty concept of customer in brand research. Thesis is divided into 2 parts. First part is theoretical introduction into concept of brand loyalty - definition of main terms, analysis of loyalty concept, historical context, possible methods of measurement and chosen theoretical approaches of various authors. Follows overview of measurement methods used by chosen market research agencies for loyalty measurement in practice. Those methods are derived from given theoretical approaches. Practical part consists of own loyalty research by mostly used methods. There were 3 methods used - Loyalty method by Millward Brown, TRI*M used by Aisa agency and Net promoter score, that is often used by companies for "self made" loyalty research. The aim is to compare results of those 3 methods of loyalty measurement. The same sample of respondents was used - the same people in the same time with the same attitude to chosen brand. Results were compared to each other and enriched by several discussions.