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Management Studies 2017年第1期5卷 25-37页

作者： Iman Khalid A-Qader Azizah Binti Omar Mohammad Rabiul Basher Rubel University Sains Malaysia Penang Malaysia Stamford University Dhaka Bangladesh

This study intends to highlight the power of affective brand experience dimension and link how it can influence brand equity of smartphone users in Malaysia. Measurement items for affective brand experience dimension and brand equity were developed by integrating existing literature and qualitative in-depth interviews with students who own and use a smartphone. Therefore, 359 usable questionnaires were returned. Data were analyzed using PLS-SEM to test the influences of affective brand experience dimension on brand equity. The study found that affective brand experience dimension is an important factor influencing brand equity of smartphone users in Malaysia. The study provides evidence that the affective brand experience dimension positively influences brand equity. The distinctive contribution of this research is that it examines the influence of affective brand experience dimension on customer-based brand equity in the context of smartphone brands in the Malaysian emerging markets. Such work is essential in understanding the importance of experiential marketing in an emerging economy such as Malaysia for building a strong smartphone brand.

关键词： affective brand experience dimension brand equity millennial generation

branding and brand equity measurement in the beer industry of Thailand

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Chinese Business Review 2010年第4期9卷 1-16页

作者： Nisarat Aimkij Bahaudin G Mujtaba Institute of lnternational Studies Ramkhamhaeng University Bangkok 10240 Thailand H. Wayne Huizenga School of Business and Entrepreneurship Nova Southeastern University Florida 33314 USA

The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.

关键词： brand equity brand awareness brand liking brand purchase intention brand satisfaction brand loyalty

Customer Satisfaction and Hotel brand equity： A Structural Equation Modelling Study

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Journal of Tourism and Hospitality Management 2017年第4期5卷 144-162页

作者： Mohamed A. Nassar University of Alexandria Alexandria Egypt

In this paper, a structural equation modelling technique was used to examine the effect of brand equity on customer satisfaction in the Egyptian hotel industry. brand equity was separated into four constructs （brand loyalty, perceived quality, brand awareness and brand associations）, and each one was examined individually. A sample of hotel guests, who accommodated at four- and five-star branded hotels, in four tourism destinations in Egypt, was selected. A structured questionnaire that included established scales was then used to measure brand loyalty, perceived quality, brand awareness, brand associations and customer satisfaction. Data were collected from 280 usable questionnaires answered by hotel guests, and the relationships among the four variables of brand equity and customer satisfaction were examined using correlation analysis and structural equation modelling. The study found that brand loyalty, brand awareness and brand associations all had a significant positive effect on customer satisfaction. Perceived quality, however, did not have any effect. These findings suggest that customer satisfaction is a reasonable measure for the success of branding activities, and that branding managers should focus on brand loyalty, awareness and associations to raise their customers＇ satisfaction.

关键词： brand equity customer satisfaction hotel industry structural equation modelling Egypt

Using SEM to Verify the Impacts of Accumulated Intellectual Capital on Organizational Performance of Taiwan Listed Biotechnology Companies With the Moderator of brand equity

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Journal of Modern Accounting and Auditing 2012年第5期8卷 657-670页

作者： Lee Yu-Je Wang Gao-Liang Wu Mei-Fen Takming University of Science and Technology Taiwan

The main purpose of this study is to verify the influence of accumulated Intellectual Capital （IC） on the organizational performance of biotechnology companies listed on the Taiwan Stock Exchange, with brand equity being the moderating variable. Financial and marketing section chiefs or employees of higher levels at Taiwan listed biotechnology companies were interviewed, with the companies＇ ROE （return on equity） data obtained from the Taiwan Economic Journal （TEJ） database. While convenience sampling was used to yield knowledge from the population, the linear Structural Equation Modeling （SEM） was adopted to verify the goodness-of-fit effects among the overall model, structural model, and measurement model. Findings from this study show that, at Taiwan listed biotechnology companies, IC accumulation and increased brand equity have significantly interactive influences on organizational performance.

关键词： intellectual capital (IC) organizational performance brand equity

The Effect of Word of Mouth in Customer equity and brand equity

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Chinese Business Review 2011年第3期10卷 205-216页

作者： Guillermo Armelini Universidad de los Andes Santiago Chile

In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective communication tool because its low cost affects the efficiency in the allocation of marketing resources. After an extensive literature review, the author proposes several propositions to be tested in the future concerning how WOM might affect each element of brand equity and customer equity.

关键词： word of mouth marketing productivity brand equity customer equity

How to Measure Sports brand equity： A Proposal for Football Industry

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Chinese Business Review 2015年第1期14卷 49-59页

作者： Joao Pedro de Lucena Joaquim Antonio Casaca IADE-U Instituto de Arte Design e Empresa Universitatrio Lisbon Portugal

As in many other industries, strong brands play an important role in football industry inducing sales for the clubs that own it. brands financial values are not quantified in balance sheets, so quantifying them provides important financial data. This is the research topic. The research questions are：（i） How is the importance of the brand in the revenues of football clubs and （ii） what is the financial value of the brands Futebol Clube do Porto （FCP）, Sport Lisboa e Benfica （SLB）, and e Sporting Clube de Portugal （SCP）？ This investigation was based on an adaptation of the inter brand equity model. This model considers equity as the economic value generated as net profit of the company, which can be apportioned to the brand. The data was collected from the financial maps of these three clubs between 2005/2006 and 2009/2010 seasons. In order to adapt the model to the football industry, a panel of five experts of professional football club managers was questioned. These experts claim that in football industry, brand management contributes with 16% of the economic value, sport management with 63%, financial management with 16%, and other factors with 5%. The conclusion is that FCP has the most valuable brand, with about 54.5 m , followed by SLB with about 51.6 m , and finally by SCP with about 39.5 m.

关键词： brand equity brand management economic value added

Valuation of debris flow mitigation measures in tourist towns:a case study on Hongchun gully in southwest China

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Journal of Mountain Science 2016年第10期13卷 1867-1879页

作者： CHEN Ming-li HU Gui-sheng CHEN Ning-sheng ZHAO Cun-yao ZHAO Song-jiang HAN Da-wei State Key Laboratory of Hydraulics and Mountain River Engineering Sichuan UniversityChengdu 610065China Key Lab of Mountain Hazards and Surface Processes Institute of Mountain Hazards and EnvironmentChinese Academy of SciencesChengdu 610041China Chengdu University of Technology Chengdu 610059China Sichuan Huadi Geological Engineering Company Chengdu 610081China Department of Civil Engineering University of BristolBristol BS81TRUnited Kingdom

The estimation of the value on the engineering project in tourist towns is usually very challenging and controversial. In this study, an attempt has been made to evaluate the economic value of the debris flow control engineering in tourist towns by integrating both welfare and disaster economics. The total value of debris flow prevention and control engineering in tourist towns(VDFE) includes investment cost(IC), disaster mitigation benefit(DMB), and loss of brand value(LBV). Here DMB is assessed by the cost-benefit method. The LBV is estimated by incorporating brand equity and costbenefit methods. The engineering for debris flow control in the Hongchun Gully of southwest China was built to protect Yingxiu tourist town and was assessed as an example. The IC for the engineering is180 million RMB, however, the VDFE reaches as high as 3401 million RMB, of which the LBV is 169 million RMB, and the input-output ratio is 1:18. Thus, the LBV cannot be neglected in case of VDFE estimation process. The more developed the tourism in one town or city is, the greater the LBV and the higher the VDFE are.

关键词： Tourist towns Economic value Debris flow Disaster mitigation benefit brand value brand equity Yingxiu town

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消费者心理违约对品牌权益的影响机制研究

市场营销（理论版） 2009年第3期 979-991页

作者：黎小林王海忠

本文旨在把组织行为学中的心理契约理论应用于市场营销情景下的品牌关系。本文通过把心理违约分成两个阶段，即心理违约（Psychological Contract Breach）和心理违背（Psychological Contract Violation）来研究消费者心理违约对品牌... 详细信息

本文旨在把组织行为学中的心理契约理论应用于市场营销情景下的品牌关系。本文通过把心理违约分成两个阶段，即心理违约（Psychological Contract Breach）和心理违背（Psychological Contract Violation）来研究消费者心理违约对品牌权益的影响。结果显示，心理违背会负面地影响品牌形象和品牌忠诚。但在心理违约和心理违背之间还存在着其它影响因素，有待进一步的研究。

关键词：心里契约心理违约心理违背品牌权益通经分析 psychological contract psychological contract breach psychological contract violation brand equity

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基于关系视角的品牌资产驱动模型研究

市场营销（理论版） 2012年第1期 109-118页

作者：许正良古安伟

新时期中国企业的强势品牌资产建设需要提供理论指导。本研究依照消费者品牌关系的研究范式，从品牌认知、品牌情感和品牌行为三个层级提取出品牌功能、品牌体验、品牌象征、品牌信任、品牌依恋和品牌忠诚六个品牌资产要素，构建了关系... 详细信息

新时期中国企业的强势品牌资产建设需要提供理论指导。本研究依照消费者品牌关系的研究范式，从品牌认知、品牌情感和品牌行为三个层级提取出品牌功能、品牌体验、品牌象征、品牌信任、品牌依恋和品牌忠诚六个品牌资产要素，构建了关系视角的品牌资产驱动模型，并通过中国消费者调研数据进行了实证检验。研究发现：企业建设强势品牌资产存在三条路径：一是以卓越的品牌功能获取消费者的品牌信任，形成品牌忠诚，建立品牌资产；二是设计优异的品牌体验，在直接驱动品牌忠诚的同时，促使消费者形成品牌信任和品牌依恋，产生忠诚行为，提升品牌资产；三是创造独特的品牌象征，激发消费者的品牌依恋，强化忠诚关系，优化品牌资产。这一研究结论为国内企业创建优质品牌资产提供了管理借鉴。

关键词：品牌关系品牌资产驱动模型 brand relationship brand equity driving model

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产品与服务的品牌资产比较研究