组织零售业品牌关联对品牌资产的影响

IF 1.2 Q4 MANAGEMENT Marketing and Management of Innovations Pub Date : 2023-01-01 DOI:10.21272/mmi.2023.3-01
Ashish Choudhary, Sunny Dawar, Savita Panwar
{"title":"组织零售业品牌关联对品牌资产的影响","authors":"Ashish Choudhary, Sunny Dawar, Savita Panwar","doi":"10.21272/mmi.2023.3-01","DOIUrl":null,"url":null,"abstract":"The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent years. Research on brand equity has acquired substantial importance in the current competitive market situation. Brand equity is regarded as a required part of marketing strategies. It is essential to develop a strong bond with customers to gain a long-term customer base, so the study of different factors affecting consumer decision making becomes very important for marketers. Brand association is a link that buyers draw in their mind between their brand and an urge, interpretation, feeling, moment, someone, search, or interest. Buying judgments are significantly prompted by this linkage, which could be immediately favorable or unfavorable. Consumers’ overall opinions and relationships with a brand are represented by brand equity. Brand association can add value by facilitating knowledge repossession procedures, distinguishing brands, giving ways to purchase, and developing good feelings. Marketing must create and sustain effective sentimental bonds with consumers to gain their trust in the firm. Brand awareness helps customers develop strong attachment over an extended time period. Retailers may evaluate and supervise their brand’s opinion to establish a competitive edge for increasing customer loyalty and preference by understanding consumer brand equity. The intention of the research was to attain the association between brand association and brand equity in the organized retail sector. The research was conducted utilizing the survey technique incorporating the Likert Scale to collect the primary data from Jaipur city, the capital of Rajasthan State of India. The relationship between brand association and brand equity was conceptualized based on existing research in the organized retailing sector, and data were collected using a structured questionnaire. For the study, responses from 225 customers were collected using the convenience sampling method. The outcomes of the analysis show a direct and significant relationship between brand associations and brand equity in the organized retail sector. The study will help marketers to include strategies related to brand association and brand equity in their marketing campaigns to connect more with customers to increase their repurchasing of brands.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":null,"pages":null},"PeriodicalIF":1.2000,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Impact of Brand Association on Brand Equity in Organized Retail Sector\",\"authors\":\"Ashish Choudhary, Sunny Dawar, Savita Panwar\",\"doi\":\"10.21272/mmi.2023.3-01\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent years. Research on brand equity has acquired substantial importance in the current competitive market situation. Brand equity is regarded as a required part of marketing strategies. It is essential to develop a strong bond with customers to gain a long-term customer base, so the study of different factors affecting consumer decision making becomes very important for marketers. Brand association is a link that buyers draw in their mind between their brand and an urge, interpretation, feeling, moment, someone, search, or interest. Buying judgments are significantly prompted by this linkage, which could be immediately favorable or unfavorable. Consumers’ overall opinions and relationships with a brand are represented by brand equity. Brand association can add value by facilitating knowledge repossession procedures, distinguishing brands, giving ways to purchase, and developing good feelings. Marketing must create and sustain effective sentimental bonds with consumers to gain their trust in the firm. Brand awareness helps customers develop strong attachment over an extended time period. Retailers may evaluate and supervise their brand’s opinion to establish a competitive edge for increasing customer loyalty and preference by understanding consumer brand equity. The intention of the research was to attain the association between brand association and brand equity in the organized retail sector. The research was conducted utilizing the survey technique incorporating the Likert Scale to collect the primary data from Jaipur city, the capital of Rajasthan State of India. The relationship between brand association and brand equity was conceptualized based on existing research in the organized retailing sector, and data were collected using a structured questionnaire. For the study, responses from 225 customers were collected using the convenience sampling method. The outcomes of the analysis show a direct and significant relationship between brand associations and brand equity in the organized retail sector. The study will help marketers to include strategies related to brand association and brand equity in their marketing campaigns to connect more with customers to increase their repurchasing of brands.\",\"PeriodicalId\":45989,\"journal\":{\"name\":\"Marketing and Management of Innovations\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.2000,\"publicationDate\":\"2023-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Marketing and Management of Innovations\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.21272/mmi.2023.3-01\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing and Management of Innovations","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21272/mmi.2023.3-01","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0

摘要

近年来,有组织的零售连锁店的发展对零售部门不断变化的消费者行为和品牌动态产生了巨大的影响。在当前竞争激烈的市场形势下,对品牌资产的研究具有重要意义。品牌资产被认为是营销策略的必要组成部分。与客户建立牢固的联系是获得长期客户群的关键,因此研究影响消费者决策的不同因素对营销人员来说非常重要。品牌联想是买家在他们的脑海中把他们的品牌与一种冲动、解释、感觉、时刻、某人、搜索或兴趣联系起来的一种联系。这种联系极大地促进了购买判断,这可能立即是有利的或不利的。消费者对品牌的总体看法和与品牌的关系由品牌资产来体现。品牌联想可以通过促进知识回收程序、区分品牌、提供购买方式和培养良好的感觉来增加价值。营销必须与消费者建立并维持有效的情感纽带,以获得他们对公司的信任。品牌意识有助于客户在较长一段时间内建立牢固的依恋关系。零售商可以评估和监督其品牌的意见,以建立竞争优势,提高客户的忠诚度和偏好,通过了解消费者的品牌资产。本研究旨在探讨有组织零售业中品牌联想与品牌资产之间的关系。本研究采用李克特量表调查技术,收集印度拉贾斯坦邦首府斋浦尔市的主要数据。品牌联想和品牌资产之间的关系是基于现有的研究在有组织的零售部门概念化,并使用结构化问卷收集数据。在本研究中,采用方便抽样的方法收集了225名顾客的反馈。分析结果表明,在有组织的零售部门中,品牌联想和品牌资产之间存在直接而显著的关系。该研究将有助于营销人员在营销活动中纳入与品牌关联和品牌资产相关的策略,以更多地与客户建立联系,从而增加他们对品牌的再购买。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Impact of Brand Association on Brand Equity in Organized Retail Sector
The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent years. Research on brand equity has acquired substantial importance in the current competitive market situation. Brand equity is regarded as a required part of marketing strategies. It is essential to develop a strong bond with customers to gain a long-term customer base, so the study of different factors affecting consumer decision making becomes very important for marketers. Brand association is a link that buyers draw in their mind between their brand and an urge, interpretation, feeling, moment, someone, search, or interest. Buying judgments are significantly prompted by this linkage, which could be immediately favorable or unfavorable. Consumers’ overall opinions and relationships with a brand are represented by brand equity. Brand association can add value by facilitating knowledge repossession procedures, distinguishing brands, giving ways to purchase, and developing good feelings. Marketing must create and sustain effective sentimental bonds with consumers to gain their trust in the firm. Brand awareness helps customers develop strong attachment over an extended time period. Retailers may evaluate and supervise their brand’s opinion to establish a competitive edge for increasing customer loyalty and preference by understanding consumer brand equity. The intention of the research was to attain the association between brand association and brand equity in the organized retail sector. The research was conducted utilizing the survey technique incorporating the Likert Scale to collect the primary data from Jaipur city, the capital of Rajasthan State of India. The relationship between brand association and brand equity was conceptualized based on existing research in the organized retailing sector, and data were collected using a structured questionnaire. For the study, responses from 225 customers were collected using the convenience sampling method. The outcomes of the analysis show a direct and significant relationship between brand associations and brand equity in the organized retail sector. The study will help marketers to include strategies related to brand association and brand equity in their marketing campaigns to connect more with customers to increase their repurchasing of brands.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
7.70%
发文量
9
期刊最新文献
Factors Influencing Consumer Decision to Purchase a Car Increasing Sales Through Social Media Marketing: The Role of Customer Brand Attachment, Brand Trust, and Brand Equity Job Satisfaction as Important Factor of Work Quality and the Influence of Selected Factors Work Motivation of Social Workers in the Context of Management Innovations Contribution to Industrial Buyer Behavior Model: An Empirical Research
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1