• Asia Marketing Journal
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• v.24 no.4
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• pp.178-189
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• 2023

As the necessity of customer relationship management (CRM) increases, measuring the performance of CRM have been actively discussed. Customer equity (CE) is regarded as an appropriate indicator for evaluating the outcomes of marketing activities. There are three drivers of CE: brand, value, and relationship equity. This study aims to investigate the impact of three drivers on customer satisfaction. Market competition is an environmental factor that affects the effectiveness of CRM. This study divides target firms into leaders and followers. This study found that the differential impact of CE drivers on customer satisfaction depends on the firm's status (leader or follower). Specifically, the brand equity driver significantly impacts the leader firm. However, the impacts of value and relationship equity drivers are bigger for follower firms. The above results suggest that firms need to build CRM strategies that consider the competitive situation of the market and their position.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.77-99
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• 2002

As current business environment is experiencing radical changes, interest in brands has increased theoretically and practically. The growing interest in brands creates the need for brand equity measurement and management models that help companies manage and fortify brands continuously. Given the situation, this study analyzes effects of brand equity on purchasing behavior of consumers. Outcomes of this study can be employed as integrated brand management system in order to satisfy corporate needs for systematic brand management. This model has been developed in an effort to transcend varied limitations of other previous studies and existing models. Consequently, the practical value of this model is highly expected. Beyond the mere concept of brand for establishing differentiated position against competitors, contents of the study cover extended forms of brand equity and brand performance. This model has been tested through practical applications of fifteen brands from three product categories. Despite several disparities among the categories, the study has revealed that the overall market performance of the brands is correlated with the brand power and other factors in the model. As the importance of brands is growing, brand management is an essential step for power branding. And brand management requires extensive brand diagnosis. The practical results of this study indicate that companies should put an emphasis on brand-oriented management as core strategy of their business.

• Journal of Korea Entertainment Industry Association
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• v.13 no.8
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• pp.93-106
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• 2019

This study is purposed to make sure of the Effects of Hotel Brand Equity on Enterprise Trust and Customer Citizenship Behavior. For this study, the effects of Hotel Brand Equity on Enterprise, the effects of Hotel Brand Equity on Customer Citizenship Behavior and the effects of Enterprise Trust on Customer Citizenship Behavior were analyzed statically by the method of multiple regression analysis. Hotel Brand Equity consists of 3 elements(Perceived Service Quality, Brand Image, Brand Awareness), Enterprise Trust is made of 2 elements(Enterprise Ability, Enterprise Sincerity) and Customer Citizenship Behavior has 2 element(Guest Preference, Guest Helping). As a result, three things have been found. First, Perceived Service Quality has a positive influence on both of Enterprise Trust and Customer Citizenship Behavior which means that Perceived Service Quality is the most essential element for hotel marketing performance. Second, Brand Image has a positive influence partly on Enterprise Trust, that is, only on Enterprise Ability, not Enterprise Sincerity and also on both Guest Preference and Guest Helping whereas Brand Awareness has a positive influence on both of Enterprise Ability and Sincerity but it has no influence on Customer Citizenship Behavior. Third, Enterprise Sincerity has a positive influence on both of two elements in Customer Citizenship Behavior whereas Enterprise Ability has a positive influence on only Guest Helping.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1583-1595
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• 2004

Simon and Sullivan(l993) estimated that clothing and textile related brand equity had the highest magnitude comparing any other industry category. It reflects that fashion brands reinforce the symbolic, social values and emotional characteristics being different from generic brands. Recently, Kim and Lim(2002) developed a fashion brand equity scale to measure a brand's psychometric properties. However, they suggested that additional psychometric tests were needed to compare the relative magnitude of each brand's equity. The purpose of this study was to recognize the psychometric constructs of fashion brand equity and validate Kim and Lim's fashion brand equity scale using the measurement invariance test of cross-group comparison. First, we identified the constructs of fashion brand equity using confirmatory factor analysis through structural equation modeling. Second, we compared the relative magnitude of two brands' equity using the measurement invariance test of multi-group simultaneous factor analysis. Data were collected at six major universities in Seoul, Korea. There were 696 usable surveys for data analysis. The results showed that fashion brand equity was comprised of 16 items representing six dimensions: customer-brand resonance, customer feeling, customer judgment, brand imagery, brand performance and brand awareness. Also, we could support the measurement invariance of two brands' equities by configural and metric invariance tests. There were significant differences in five constructs' mean values. The greatest difference was in customer feeling; the smallest, in customer judgment.

• Journal of Venture Innovation
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• v.1 no.2
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• pp.13-34
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• 2018

In this case, research has been conducted to verify that the purpose of establishing a reputation for establishing a reputation for identifying brand equity is research and investigation in the context of establishing a reputation for establishing a reputation, and conducting research on CSR activities that are essential to the essential activities of companies. The survey conducted a survey on behalf of the National Center for Adult Women and Girls and Girls ' Generation, using the final round of Section 305 to develop a series of findings, including the analysis of the feasibility analysis, feasibility analysis, reliability, correlation analysis, and factors analysis. A summary of the effects of research on corporate reputation on corporate reputation according to corporate CSR activities is as follows. 1st. Brand equity will have a positive effect on the Company's reputation. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 2st. Brand equity will have a positive effect on ethical responsibility. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 3st, the brand equity will have a positive effect on the benefit of the benevolent. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 4st, The theory that the influence of positive(+) will affect the company's reputation has a significant impact on both ethical and philanthropic factors. 5st. The ethical responsibility was found to have no effect on the usefulness of the brand between brand assets and corporate reputation. 6st. The philanthropic responsibility was partly attributable to the fact that there was a substitution between brand equity and corporate reputation. In sum, the company needs to prioritize its brand recognition before establishing its reputation, and the reason why it should be implemented is that the other elements of the brand equity should be evaluated with the presence of other elements of the brand equity, thereby ensuring continued compliance with continuous CSR activities. As a result, consumers expect to see the performance-based role of the company as a strategic and long-term perspective, as consumers want to see the CSR activity and the corporate reputation in a long-term manner, as opposed to the financial responsibility and legal responsibilities of the past, as opposed to the past.

• Fashion & Textile Research Journal
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• v.13 no.2
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• pp.173-185
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• 2011

This study aimed to clarify the difference between consumers and hands-on staff in evaluation of the attributes importance of asset evaluation attributes and the relationship between difference from consumers and hands-on staff in evaluation of the attributes and the performance. Subjects for the quantitative research, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The results were as follows; 1. The factors that hands-on staff and consumers regarded as most important as to asset evaluation attributes of department store-exclusive importation brands included preference and product quality in the order, and then image, recognition, reliability, and country of origin in the case of hands-on staff, and reliability, image, recognition, and country of origin in the case of consumers in the order. 2. As a result of examining the effect of the difference between hands-on staff and consumers regarding exclusive importation brands(GAP, ZARA) of certain department stores on business achievement and consumer attitude, it turned out that the smaller the difference between the two groups with regard to evaluation, the higher the business achievement and consumer attitude.

• Asia-Pacific Journal of Business
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• v.2 no.2
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• pp.1-35
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• 2011

Facing information overload in today's complex environments, managers look to a concise set of marketing metrics to provide direction for marketing decision making. While there have been several papers dealing with the theoretical aspects of dashboard creation, no research creates and tests a dashboard using scientific techniques. This study develops and demonstrates an empirical approach to dashboard metric selection. In a fast moving consumer goods category, this research selects leading indicators for national-brand and store-brand sales and revenue premium performance from 99 brand-specific and relative-to-competition variables including price, brand equity, usage occasions, and multiple measures of awareness, trial/usage, purchase intent, and liking/satisfaction. Plotting impact size and wear-in time reveals that different kinds of variables predict sales at distinct lead times, which implies that managerial action may be taken to turn the metrics around before performance itself declines.

• Asia Marketing Journal
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• v.11 no.2
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• pp.149-172
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• 2009

Prior research has investigated different effects of brand performance information such as premium price information and market share information on brand equity components - quality perception and brand preference. It was shown that the differential effects of brand performance information could depend on product-related variables like product category concept and quality variation in the product category. In this study, we conducted an experiment to find out how personal characteristics such as self-construal, price perception and brand commitment could influence the effects of different types of brand performance information. The results show that individuals who have independent self-construal, favorable price perception and emotional commitment with the brand develop more favorable evaluation of the premium price performance information resulting in more positive evaluations of the brand. However, individuals who have interdependent self-construal, unfavorable price perception and cognitive commitment with the brand develop more favorable evaluation of the market share performance information resulting in more positive evaluations of the brand. We discuss the theoretical and practical implications of this study and its limitations, along with future research interests.

• Proceedings of the Korea Contents Association Conference
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• 2015.05a
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• pp.247-248
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• 2015

본 연구는 항공사 브랜드 자산의 중요도와 만족도 차이를 중심으로 실증 분석하여 항공사 브랜드 자산 경영에 도움이 되고자 하였다. 항공사 브랜드 자산의 IPA 분석과 대형 항공사와 저비용 항공사의 브랜드 자산 구성요소의 GAP 차이 분석을 통해 항공사 브랜드 자산에 대한 전략을 제안한다. 연구 결과에 따르면 항공사 이용객들은 가격과 직원의 친절성을 가장 중요하게 생각하고 있으며 직원의 친절성에는 만족하고 있으나 가격에서는 만족하고 있지 않는 것으로 나타났다. 연구 결과 향후 항공사는 환경 변화에 적응하여 가격 전략의 변화를 시도하고 그에 따른 다양한 노력과 투자를 하여야 할 것이다.

• Korea Trade Review
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• v.43 no.3
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• pp.27-46
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• 2018

By conducting a survey on Vietnamese customers' attitude towards domestic and international franchise coffee shops, the purpose of this research is to examine the impacts of service quality and customer equity on customer satisfaction, customer trust and customer loyalty. Based on this research's results, solutions for service improvements were considered to help franchise coffee shops improve customer satisfaction, customer trust and customer loyalty. Specific results were as follows. First results suggest that service quality has positive impact on customer satisfaction and customer trust. Secondly, in terms of customer equity, relationship equity has positive impacts on customer satisfaction and customer trust; However, although brand equity has positive impacts on customer satisfaction, it does not affect customer trust. Finally, customer trust has direct and positive influences on customer satisfaction and customer loyalty. Based on these results, this research proposes practical and theoretical implications and limitations for future research.