• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.615-626
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• 2022

At present, there are a lot of theoretical studies on the theme of tea industry brand construction, but in the survey, it is found that the theory that can study the tea industry brand from the perspective of brand equity is extremely lacking. This paper takes Rizhao Green tea as the research object, focusing on the influencing factors of Rizhao Green tea brand equity from the perspective of consumers and the relationship between various factors. The results show that the brand equity of Rizhao Green tea is composed of brand awareness, regional association, quality perception and brand loyalty. There is a certain correlation between each dimension and has an impact on brand equity. There is a significant correlation between brand awareness and regional association. Brand awareness has no significant impact on quality perception. Regional association has a significant positive impact on quality perception and brand loyalty. Brand awareness and quality perception have a significant positive impact on brand loyalty. The research results can provide theoretical basis and practical guidance for the construction of Rizhao Green tea brand assets while making up for the lack of theoretical research in this field.

• Journal of Distribution Science
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• v.21 no.7
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• pp.11-20
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• 2023

Purpose: The development of e-commerce in the marketplace is becoming a big trend, but there is a handful of research about the unique characteristics of e-commerce. Online distribution has several differences from offline, such as consumer approach, payment, and product assortment. In addition to the relationship between quality factors and e-commerce satisfaction, this study research how brand awareness affects consumer satisfaction and which quality factor affects brand awareness. Research design, data, and methodology: This study conducted a survey on 457 customers using top online shopping malls. As for the analysis method, multiple regression analysis to verify the mediating effect. Results: All quality factors and brand awareness affect consumer satisfaction. Among the quality factors, only price, payment, and delivery had an effect among the four factors. As a result of verifying the mediating effect of brand awareness in the relationship between online shopping mall quality factors and consumer satisfaction, price, payment, and delivery showed mediating effects. Conclusion: Online shopping mall satisfaction affects the satisfaction of brand awareness consumers perceive aside from consumers' direct experience. The result showed that price, payment, and delivery were significant in the relationship of quality factor and brand awareness of an online shopping malls.

• The Journal of the Korea Contents Association
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• v.12 no.10
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• pp.499-509
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• 2012

The purpose of this paper is to conceptualize the brand of tourism resources and examine the effects of brand equity on brand loyalty focusing on the brand of tourism resources in cities and counties level. To this end, we reviewed the literatures and analysed 410 surveys from the 8 provinces. The results show that brand awareness and brand image of tourism resources have significant effects on brand preference, and brand awareness, image and preference have effects on brand loyalty measured by revisit and recommendation intention. However the one of most important results is the brand equity(awareness, image, preference) has partially significant effects on brand loyalty under the effects of visitor's satisfaction. Additionally, the positive effect of brand awareness on brand image is examined. More specific results and implications are provided.

• Journal of Distribution Science
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• v.16 no.12
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• pp.23-31
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• 2018

Purpose - The purpose of this study was to set brand awareness and brand image as independent variables from Keller's (1993) definition of brand equity and to analyze whether those variables have an influence on customer satisfaction and customer loyalty with perceived quality and value as mediator variables. Research design, data, and methodology - Data is collected through questionnaires from 200 of responders. Survey respondents were young people who use convenience stores. Questionnaires were tested in October 2017. SPSS and AMOS were used for structural equation as an analysis method. Results - The analysis results specified above can be summarized as follows: 1) Brand awareness had statistically significant influence on perceived quality and perceived value; 2) Brand image had a positive (+) influence on perceived quality and had no significant influence on perceived value; 3) Perceived quality and perceived value had a significant influence on customer satisfaction, and customer satisfaction had a statistically significant influence on customers' repurchase intention. Conclusions - Brand awareness and brand image had an influence on young consumers' decision-making process for purchasing PB food products. Convenience stores have to focus on developing food products with brand awareness and brand image more suitable for satisfying consumer preferences.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.507-518
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• 2022

This study aimed to measure the monetary and non-monetary effects on brand awareness at hypermarkets in Riyadh. The independent variable consists of three sub-variables: price reductions, free samples, and purchasing vouchers. The research population has all Saudi and non-Saudi buyers in Riyadh. The figures show that the population size reached 3.87 million in 2019. The proportional stratification sampling technique and the recommended sample size were 387 buyers. The five-point Likert scale with the fully structured questionnaire was used. The study concldes the effect of free samples on brand awareness while there was no effect of monetary instruments. The results show that the three sales promotion incentives (price reduction, free samples, and purchasing vouchers) moderately affected brand awareness and a key role in explaining consumer behavior, so the significant impact was proved. In summary, this study showed that price reductions have the power of creating the perception of buyers at hypermarkets in Riyadh. Non-cash instruments were more effective than cash instruments in enhancing brand awareness at the hypermarkets in the Saudi market. So, the price reductions and purchasing vouchers have less power in conducting communication-based awareness. Building awareness and improving brand image through free samples were most visible in communication strategy.

• East Asian Journal of Business Economics (EAJBE)
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• v.11 no.3
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

• Journal of Digital Convergence
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• v.12 no.11
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• pp.57-69
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• 2014

This Study analyzed empirically how do brand value components of consumer perception side effect on receptive degree of product in extension types of vertical brand extension, and how does the difference of receptive degree among products of extension types be showed under the positive effect of brand value. First, brand awareness has positive effect on upward and downward extension, and receptive degree of product is higher in downward extension than upward extension. Second, brand association doesn't have positive effect on upward extension but has positive effect on downward extension. Third, perceived quality showed similar results to brand awareness. Only, receptive degree of upward extension product in high perceived quality is higher than in high brand awareness or in high brand association. Fourth, examining about interaction effect among brand value components, interaction effect between brand awareness and brand association exists in downward extension, interaction effect between brand awareness and perceived quality exists in upward and downward extension, and interaction effect between brand association and perceived quality exists in upward and downward extension. By this interaction effect, the difference of receptive degree among products of extension types grows larger.

• Journal of Wellbeing Management and Applied Psychology
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• v.5 no.2
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• pp.11-14
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• 2022

Purpose: The purpose of this study is to investigate the structural causal relationship between the SNS marketing attributes of luxury brands on brand awareness, brand involvement, and brand attachment. Research design, data and methodology: To this end, a survey was conducted on 427 users of large Internet communities and SNS. The results of the empirical analysis are summarized as follows. Results: First, among SNS marketing attributes, information, reliability, and update had a significant positive (+) influence on purchase intention. Second, among SNS marketing attributes, informativity, interaction, playability, and update had a significant positive (+) influence on brand recognition. Reliability, interaction, and update had a significant positive (+) effect on brand involvement. In addition, in brand attachment, playability and up-to-dateness had a significant positive (+) influence. Conclusions: Looking at the causal relationship between brand attitudes, there was a significant positive influence on brand involvement, and a significant positive influence on brand involvement, but the effect of brand awareness on brand attachment was not significant.

• The Research Journal of the Costume Culture
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• v.24 no.5
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• pp.697-708
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• 2016

The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.

• Journal of Families and Better Life
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• v.24 no.2 s.80
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• pp.27-42
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• 2006

This study examined consumers' awareness of apartment brands and the purchase intention of apartments with brand names. This study compared apartment brand awareness with purchase intention in terms of consumers' socio-economic and housing characteristics. Also, it identified the factors that influence consumers' awareness and purchase intention of apartment brands. The data were obtained via a questionnaire completed by adults 20 years of age and olde. (N=383), and were analyzed by t-tests, ANOVA, chi-square tests, multiple regression, and logistic regression analyses. The findings of this study are as follows: First, both consumers' awareness and purchase intention of apartment brands were higher among married males in their 30s and 40s than among unmarried females in their 20s and 50s. For consumers who had graduated from graduate schools, both awareness and purchase intention of apartment brands were lower than other groups. Second, consumers dwelling in apartments or row houses showed higher awareness of apartment brands. And those who lived in row houses were more likely to consider purchasing apartments with brand names. Third, every factor of consumers' housing values was higher than the middle point of the scale. Especially, economic and social values of housing were important factors for both awareness and purchasing intention of apartment brands. Fourth, the apartment brand awareness had a positive effect on the purchase intention of the apartments with their own brands.