Impact of Organizational Brand-Building Strategies on Organizational Brand Equity: A Moderating Role of Brand-Oriented Leadership [PDF]
Frontiers in Psychology, 2022 In this era of competition, branding is an essential marketing tool for organizations to compete in today's dynamic markets. Organizations should realize the importance of employee-based brand equity from the perspectives of customer branding and ...
Zhang Wei
doaj +2 more sources
Impact of Perceived Product Value on Customer-Based Brand Equity: Marx's Theory - Value-Based Perspective. [PDF]
Front Psychol, 2022 Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied.
Qiao Y, Yin X, Xing G.
europepmc +2 more sources
Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth. [PDF]
Front Psychol, 2022 The study examined the effect of celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit on the attitude toward green cosmetics. This was followed by the effect of brand awareness, brand associations, brand loyalty, perceived quality,
Lili Z +5 more
europepmc +2 more sources
Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers' willingness to pay premium price for portable tech gadgets. [PDF]
Heliyon, 2022 In order to sustain business operations during the COVID-19 pandemic, nearly all industries have to adopt online technology and social media marketing activities (SMMAs).
Malarvizhi CA +4 more
europepmc +2 more sources
Influencing factors of employee brand equity from the perspective of FinTech [PDF]
Frontiers in Psychology, 2022 Recent years have seen a heated discussion on what influences employees’ recognition of enterprise brand equity among the psychological community. Some empirical evidence suggests that the brand equity of consumers and brand equity of sales are two ...
Lichao Lin, Ziling Huang, Xiaofei Jia
doaj +2 more sources
How Behavioral Branding Affects Brand Equity. [PDF]
Front Psychol, 2022 Maintaining and increasing brand equity is the top priority for most brand managers. This includes not only the areas of public relations and advertising, but also the way in which sales staff communicates regarding the brand. According to behavioral branding, the brand should be strengthened by the brand fit of the employees.
Lieven T.
europepmc +4 more sources
Impact of Knowledge Dissemination on Employee-Based Brand Equity: Mediating Role of Brand Identification and Emotional Attachment [PDF]
Frontiers in Psychology, 2022 The challenging competitive situation in the market forces the organizations to recognize the crucial role of branding. Many studies focused on financial and customer perspectives and ignored the importance of employee-based brand building in the ...
Han Liu
doaj +2 more sources
How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. [PDF]
Heliyon, 2022 This study compares the direct and indirect effects of corporate social responsibility (CSR) on brand equity and brand loyalty between public and private universities.
Tan PL, Rasoolimanesh SM, Manickam G.
europepmc +2 more sources
The relationship between brand experience and consumer-based brand equity in grocerants [PDF]
Service Business, 2021 This study proposes a model that applies brand experience and customer-based brand equity (CBBE) to verify leading variables that can increase brand loyalty in the fast-growing food service sector of “grocerants.” For the empirical analysis, 384 ...
Jeon H, Yoo S.
europepmc +2 more sources
Brand equity and the Covid-19 stock market crash: Evidence from U.S. listed firms. [PDF]
Financ Res Lett, 2021 Brand equity has played an important role in firms’ stock performance, especially during the stock market crash provoked by Covid-19. Our manuscript investigates how brand equity impacts stock performance during the Covid-19 crash.
Huang Y, Yang S, Zhu Q.
europepmc +2 more sources