Faculty Publications

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Subject: search.filters.subject.Brand equity

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    Online reviews and its impact on brand equity
    (Inderscience Publishers editor@inderscience.com, 2018) Chakraborty, U.; Bhat, S.
    The significant rise of online social media increases consumer's power over brands. Therefore, this study attempts to assess the impact of online reviews on brand equity dimensions, namely, brand awareness, brand associations (in terms of perceived value, brand personality and organisational associations) and perceived quality. The present study integrates source credibility theory and attribution theory to understand the impact of online reviews on brands. The study follows mixed method approach by using quantitative analysis (structural equation modeling) and qualitative text analysis (netnography). For quantitative study, data has been collected from select Facebook brand pages with the help of Google form application. For qualitative study, "Apple Users India" brand community is considered to conduct netnography. Quantitative analysis reveals that online reviews have more significant impact on brand awareness and perceived value. Qualitative analysis also finds evidences of brand equity dimensions in the online brand community. © 2018 Inderscience Enterprises Ltd.
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    Brand equity and business performance : Towards a conceptual framework
    (Associated Management Consultants Pvt. Ltd. editor@indianjournalofmarketing.com, 2013) Mohan, B.C.; Sequeira, A.H.
    A Brand is considered to be one of the most important intangible assets of any business. Companies spend a considerable amount of their revenue and time on brand building activities. In this scenario, there arose a need for the justification of brand building activities. Brand equity and business performance are the two concurrent topics of interest to both managers and academicians. This study examines the relationship between brand equity and business performance in the Fast Moving Consumer Goods (FMCG) industry. By understanding the dimensions of brand equity, the study focuses on the important contributors to brand equity. This article focuses on the studies establishing the relationship between brand equity and business performance, in which brand equity dimensions, i.e. - brand awareness, brand loyalty, perceived quality and brand associations - are related to business performance. Building on existing conceptual and empirical data, a conceptual framework of such a relationship was developed. The proposed framework can serve as a reference framework to leverage the business performance in the brand management process.
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    The impact of customer-based brand equity on the operational performance of FMCG companies in India
    (Elsevier Ltd, 2016) Mohan, B.C.; Sequeira, A.H.
    Measurement of brand equity has posed a big challenge to the companies in the Indian fast moving consumer goods (FMCG) industry. This paper investigates the impact of brand equity on the operational performance of businesses in the Indian FMCG industry. The research study adopts descriptive and exploratory approaches. The results indicate that there is correlation between brand equity and operational performance of business. The practical implications of the findings are that brand equity has to be effectively managed for improved operational performance of business. © 2016.