Search results for "equity"
showing 10 items of 399 documents
Brand assessment: a key element of marketing strategy
1997
The growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional approach in which its definition, its functions and its characteristics were amply developed. It is becoming increasingly obvious that the brand generates value for the company: brand value is the value of the marginal cash flows generated by a product due to the fact that it is identified with a brand. Brand value is generated by a series of multidimensional assets which interact in a complex way: loyalty; awareness; perceived quality; and identity. One of the main problems for a company wishing to develop a brand …
Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach
2016
Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integ…
Tax effect on Spanish SME optimum debt maturity structure
2011
Abstract This paper analyzes the influence of the tax effect on small and medium-sized enterprise (SME) debt maturity structure. This study builds a dynamic adjustment model which endogenizes optimum structure and assumes the existence of adjustment costs. Using Spanish data, the model is estimated using a system-GMM regression to a complete panel (11,028 firms) covering 1997–2004. SMEs adjust to their target at a speed of about 37% annually, the equivalent of employing about 20 months to cover only half of the existing gap. This rate is lower than those reported in other similar papers studying large companies with publicly tradable equity.
Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing
2017
Purpose Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been awakening considerable academic and business interest in recent years. In this study context, this work aims to analyse innovation in retail experiences from two aspects – marketing innovation and technological innovation – to understand the role it exercises in satisfaction and subsequent recommendation. Design/methodology/approach The authors’ objective is to investigate the direct and indirect influence of marketing and technological innovation on satisfaction and word-of-mouth (WOM) through three core …
The Evolution of Loyalty Intentions
2006
The drivers of customer loyalty intentions are dynamic. What remains unclear is how these intentions evolve through the introduction and growth phases of a life cycle. Using a longitudinal study of cellular phone customers, the authors demonstrate that loyalty intentions are a function of perceived value early in the life cycle. Over time, more affective attitudes toward the brand and the relationship with the company come to mediate the effects of value on intentions. The results suggest that from the introduction to the growth stage of a life cycle, managers must adapt from improving value per se to measuring and managing relationships and brands directly.
Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory resear…
2016
ABSTRACTA context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student’s decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data …
The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement
2017
Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per cent of the variance in brand …
Consumer-Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry
2017
A number of studies agree on the fact that social media users tend to trust more the contents created by other users than those generated by companies’ marketing departments or advertising agencies. However, little is known regarding whether social media can actually enhance brand trust and other brand relationship outcomes that are deemed critical to the hospitality marketing literature. This paper seeks to offer some important insight on this issue by examining the impact of consumer-generated reviews on social media on four main pillars of the relationship marketing paradigm, i.e., satisfaction, trust, commitment, and loyalty. The inter-relationship between brand outcomes is also examine…
ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions
2012
The concept of integrated marketing communications (IMC) has received considerable attention in the marketing literature over the past decade. Boosted by advancements in information and communication technology (ICT), IMC is starting to be considered as an element that contributes to creation of brand equity. This research studies, in greater detail, the IMC, ICT, and brand-equity concepts in the hotel sector, while adopting a consumer-centric approach. In particular, it intends to describe the relationships that exist between these variables through the causal model of investigation. A total of 101 guests were interviewed in 13 hotels in Dalmatia, the largest region on the coast of Croatia…
Corporate social performance as antecedent of consumer's brand perception
2011
The purpose of this article is to develop a model that closely examines the consequences of social and environmental corporate action. This is suggested by an increasing need for accomplishing an integrative view on business activities and social aims – the so-called corporate social responsibility – especially in the current environmentally turbulent time and a rising socially conscious consumer population. But doing business is often associated with brand- or corporate misconduct as well. Hence, corporate social responsibility forms the positive component of corporate social performance (CSP), consequently a favorable brand- or company behavior. Corresponding, corporate social irresponsib…