Centre for Marketing HOW MUCH OF BRAND EQUITY IS EXPLAINED BY TRUST?
نویسنده
چکیده
Brand equity, key to the evaluation of marketing performance, exists in the minds and, figuratively, hearts of consumers, and other market place players; but is largely assessed on the basis of their observed behaviours. Such indirect measures are typically relative (to other brands), e.g. market share and relative price, whereas direct measures such as. awareness and attitudes, are conventionally expressed in absolute terms. The correlation between the two types has been poor. Expressing brand equity in relational terms opens a new line of research which may provide better performance prediction and assessment. Trust is the most popular measure for relationship assessment and may similarly prove to be the leading indicator for brand equity. Some research proposals are made.
منابع مشابه
Relationship between Social Responsibility with Ethical Reputation and Brand Equity; Mediating Role of Trust
Background: In today's competitive market place, corporate social responsibility has become an important issue for all stakeholders. On the other hand, factors such as customers trust, ethical reputation and brand equity are critical to company's success. So, the purpose of this study was to investigate the relationship between social responsibility with ethical reputation and brand equity with...
متن کاملInvestigating the effect of customer relationship management on brand development in Iran's handmade carpet industry- art (study Case: Tehran and Isfahan Provinces)
New ways of marketing in world trade led to a position that customers are the market drivers. So it is necessary that new ways of marketing to be used in the trade of traditional and valuable Iranian goods. In the world of handmade carpet business, the word sale should not be used. Handmade carpets should be marketed, meaning a permanent relationship in the interest of customers. In this regard...
متن کاملThe impact of brand equity on price premium, brand extension, brand preference and purchase intention
One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...
متن کاملAffecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)
The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...
متن کاملThe Role of Trust on Brand Loyalty and Brand Equity
This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...
متن کامل