In the years 2010–2012 in Italy, the 3F sectors, fashion, food and furniture, marked a +5% (FinanciaLounge, 2014). To some extent, this rise may rely on the strong Made in Italy label that is historically “perceived by consumers as being associated with “true” luxury goods” (Hoffmann & Coste-Manière, 2014) and, in order to create nostalgia and credibility for their brands, many firms try to correlate their offer to the heritage of the Country of Origin (Fionda & Moore, 2009). In the academic literature, Country of Origin is one of the most analyzed method to enhance a firm’s competitive advantage, mainly thanks to its ability to increase positive perceptions about firms’ products in the customers’ mind (Agrawal & Kamakura, 1999; Aiello et al., 2009). Moreover, Country of Origin is defined as “the effect rooted in consumers’ images of the quality of specific products marketed by firms associated with a country of origin” (Verlegh, Steenkamp, & Meulenberg, 2005, p. 127). COO works as an information cue that covers the attitudes toward the products evaluation. In particular, COO influences customers’ brand awareness, perceived quality and brand associations depending on the country image, and, as a consequence, the overall brand equity (Agrawal & Kamakura, 1999; Chao, 1998; Magnusson, Westjohn, & Zdravkovic, 2011). For instance, some authors showed a positive bias (i.e. increased willingness to pay a higher price) toward products from some countries relative to others (Drozdenko & Jensen, 2009). For this reason, just few countries can benefit from their image and awareness in order to take advantage from the Country of Origin effect, such as Italy. Furthermore, besides the Country image, scholars found that the COO effect can vary depending on the product category “For a given category, country-of-origin credibility is high when consumers have a favorable image of the country’s products in that category, and low when the product–country image is unfavorable” (Verlegh et al., 2005, p. 129). In this perspective, firms should identify solutions to convey positive associations about their supply to customers (Phau & Leng, 2008). The relevance of this issue is confirmed by a lot of studies, where some communication tools related to COO effect are already investigated, like brand identification system, packaging, advertising copy and celebrity endorsement (Agrawal & Kamakura, 1999; Usunier, 2011). Actually, a lot of Italian firms use product placement exploiting the “Made in Italy” effect, where placement is here intended as the paid inclusion of branded products within mass media programming (Karrh, 1998). Just few examples are Piaggio with Vespa in Roman Holiday, Bacardi with Martini in James Bond and Ocean’s series, Riva Yacht with Aquarama in James Bond series and The Great Beauty, and Prada in The devil wears Prada. Many reasons are explaining such a great use of product placement. On one hand, in the last decade we have assisted to the fragmentation of media and their audience, and on the other one, consumers are more and more skeptical towards traditional benefit advertising and they use technology to avoid commercials (Hackley & Tiwsakul, 2006; Lehu & Bressoud, 2009). Integrating brands casually but notably in a media content appears to be an interesting alternative to traditional marketing communication tools (D’Astous & Chartier, 2000). Furthermore, product placement’s acceptance and its possibly effectiveness, as well as country of origin effect, is likely to vary across product category (Gupta & Gould, 1997; Russell, 1998). Moreover, we can assume that product placement impact on the overall brand equity in a positive way (Aaker, 1997; Miniero, Chizzoli, & Pate, 2013) as it is an effective tool that can increase brand awareness and develop favorable relations with customers (Chan, 2012). In particular, studies on product placement confirm an increased top-of-mind-awareness and unaided awareness of placed brands (Cholinski, 2012). Finally, even if studies on product integration effect on attitude toward placed brands are not univocal, a lot of publications present positive or at the very least neutral product placement influence on brand attitude (Russell, 2002). For instance, according to Miniero et al. (2013), product placement is a nice way to achieve communication objectives and it can be used to influence consumers’ attitude and intention to buy a specific brand (Miniero et al., 2013). To our knowledge, despite a huge employment of product placement in practice and a lot of contributions in the academic theory about these two topics, there is a gap in the literature about the relationship between the COO effect and the use of this communication tool from a practitioners’ perspective. On the contrary, from a consumers’ perspective, Tsai and Lu’s research find out a positive correlation between the use of product placement and the country image (Tsai & Lu, 2012). Moreover, due to the several studies concerning the positive impact of product placement and country of origin on brand equity, we are allowed to suppose that professionals can synergistically take advantage from both. Starting from Karrh’s studies on the practitioners’ perspective about product placement, our research aspires to draw any analogy and difference between Karrh’s findings and the Italian firm’s perceptions (Karrh, McKee, & Pardun, 2003; Karrh, 1995, 1998). Particularly, we aim to interview companies that belong to sectors where Made in Italy represents a key competitive component. In addition, our study attempts to explore if and how independent Italian firms exploit country of origin effect in their product placement in order to increase their brand equity. To answer our research questions, we could properly use the case study method (Yin, 2009). This qualitative methodology is very useful to explore unanticipated empirical discoveries (Eisenhardt, 1989). Our case study protocol will provide the analysis of three different data sources. In the first stage of our research, we will examine audio-visual materials, such as film, videotapes, websites and social media, to collect data in an unobtrusive method. In the second stage, we will go through public documents, newspapers and recent academic literature to understand trend topics on product placement and COO and to arrange guidelines suitable for the interviews. In the third ones, we will conduct in-depth face-to-face and semi-structured interviews with key figures of Made in Italy firms that integrated product placement in their communication mix at least once. More in details, interviews will be recorded and transcribed to ensure the completeness of the information gathered. Through the triangulation of these methods and sources we will achieve a richer and deeper data collection and we will also make the case study more detailed (Creswell, 2009). Although our research is still in progress, we expect to extend Karrh’s findings about product placement. More in details, we would like to focus our attention upon the integration between COO and product placement and we try to highlight any key element that can explain how to manage this relationship in order to increase brand equity.

This study aims to investigate the effects of price promotions on the perception of a brand in the mind of consumer in luxury market. This study extends the previous literature on price promotional strategy and brand equity (brand awareness, brand image, and brand loyalty) by focusing on how a consumer perceives functional value and psychological value to create brand equity in luxury products.

There is relatively little evidence on how social media marketing activities influence brand equity creation and consumers’ behavior towards the brand. We explore these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese, French, Indian and Italian) who follow the five brands studied on social media, we developed a structural equation model that helps to address gaps in prior social media branding literature. Specifically, our study demonstrates the links between social media marketing efforts – measured as a holistic concept incorporating five aspects (entertainment, interaction, trendiness, customization and word of mouth) and their consequences (brand preference, price premium and loyalty).

본 연구는 농촌관광마을의 브랜드 자산이 장소애착 및 친환경 행동의도와의 영향 관계를 검증하고자 하였다. 농촌관광마을의 브랜드자산은 브랜드인지도, 브랜드이미지, 지각된 품질, 지각된 가치로 분류되었으며, 장소애착은 장소의존성, 장소정체성, 사회적 유대감으로 구분되었다. 친환경 행동의도는 단일차원으로 도출되었다. 가설검증 결과, 첫째, 농촌관광마을의 브랜드자산인 브랜드인지도, 브랜드이미지, 지각된 품질, 지각된 가치가 장소의존성에 모두 유의한 영향을 미치는 것으로 나타났으며, 둘째, 장소정체성은 친환경 행동의도에 유의한 영향을 미치는 것으로 분석되었으며, 장소의존성 또한 친환경 행동의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 농촌관광마을의 브랜드자산 중 브랜드이미지와 지각된 가치가 친환경 행동의도에 유의한 영향을 미치는 것으로 나타났다.

The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

The interaction between brand managers and his/her social networks in any firms constitute a complex social system. This study posited that the quality of the relationship between a brand manager and his/her networks is imperative in fostering the quality of internal brand management which in turns increase the employee based brand equity. The participants for the study were 124 brand managers from Dubai firms specializing in consumer goods. The quantitative data was analyzed using structural equation modeling (SEM). Network size and cost was found to affect information generation and knowledge dissemination.

This paper combines insights from researches in brand experience, brand trust and customer equity and social network service (SNS). In light of a growing interest in the use of social network service (SNS) marketing among smart phone brands, this study sets out to identify attributes of brand product and examines the relationships among those SNS attributes, brand experience in SNS, brand attachment, brand trust, value equity, relationship equity and brand equity through a structural equation model. SNS attributes are conceptualized as utilitarian (perceived ease of use, perceived usefulness) and hedonic (entertainment, aesthetics). Four constructs of electronics brands experience in SNS are sensory, intellectual, behavioral, relational experience. The study aims to have a positive investigation on what influence is given to customer equity by the brand trust and the brand attachment formed through brand experience in SNS environment.

This study examines the effect of brand-specific transformational leadership (BSTL) on employee-based brand equity (EBBE) with the mediating mechanism of empowerment. We explore the newly emerging concept of ‘employee based brand equity’ particularly from the perspective of brand-specific transformational leadership in the service industry. Furthermore, we explore the perspective of empowerment, structural and psychological empowerment, as the mediating mechanism between BSTL and EBBE. We highlight the direct and indirect effects of BSTL on EBBE and employs hierarchical linear modeling (HLM). 578 questionnaires were collected from multilevel data of subordinates and their supervisors at 58 well-known service brand units in Taiwan. Our research results implicate that: (1) BSTL is positively related to employee base brand equity; (2) Structure empowerment is a mediator factor of BSTL and employee base brand equity relationship; (3) Psychological empowerment is a mediator factor of BSTL and employee base brand equity relationship. This study presents three key contributions. This study provides the following research contributions: (a) In contrast to previous studies that focused on customer brand equity, we initiate the quantitative research of research on frontline employee based brand equity. (b) This study suggests and confirms that BSTL influences EBBE through the mediation of structure empowerment and psychological empowerment, which further contributes to EBBE research. (c) Finally, this study applies a hierarchical linear model to conduct a cross-level analysis of EBBE. Consequently, this study provide evidence supporting the previous assertion that comprehensive insight into service organizational behaviors can be achieved only by employing cross-level analysis and mediating factors.

This study aims to investigate the role of product involvement on the relationship between price deals and brand equity in the context of brand knowledge and brand associations. This study extends the previous literature on brand equity by focusing on how a consumer perceives brand in high and low levels of product involvement. Eight hundred and twenty-six sets of questionnaires were completed and usable. The findings support the idea that the level of product involvement has a significant effect and moderates the relationship between price deals and brand equity in the mind of a consumer.

Purpose – The purpose of this paper is to examine retail brand equity driver and equity components, and discuss the differentiation of retail branding strategy of three types of supermarket (national chain, local chain and specialty chain) especially in Japan. Design/methodology/approach –The empirical study is based on a sample of 3,062 customers usually using supermarket chain stores (total 58 chain stores) via Internet research household panel to develop this model, and using multiple-group structural equation modeling. Findings – First, store equity driver influence the retail brand equity than policy of corporate driver, and the most affect factor of store equity driver is a service and support. Second, Retail brand equity components were distinctiveness, emotional loyalty, experience value, and trustworthiness. Emotional loyalty and experience value influences the behavioral loyalty. Third, three types of supermarket have different equity drivers, and they influence the purchase behavior. Specialty chain has a strong store driver, which increases of price per unit. National chain and local chain has a strong covariance policy of corporate driver and store equity driver, which influences the retail brand equity. Originality/value – Understanding the retail brand equity in Japanese supermarkets. Retail brand equity is made from a holistic aggregation of some components, and equity driver is made from store attributes and corporate attributes, which are attribution level of operational activities. Consumer recognizes the store as a holistic brand but company wants to know how to increase the behavioral loyalty (purchase behavior), this retail brand equity model integrates the retail brand as holistic and attribution level approach follows retail-marketing activities.

This study examines the effect of SPA store experience on formation of customer equity. Here we distingush dimension of store experience to sensory, affective, behavioral, intellectual, and relational experience and dimension of customer equity to value, brand, relationship equity. To verify relationship between dimension of store experience and customer equity, as well as loyalty, we use structural equation modeling. As a result, relationship between variables have a significant effect on each other exclude hypotheses such as relationship between affective experience and value equity and relationship between behavioural experience and relationship equity. The result indicates that reinforcing SPA store experience likely to have positive impact on formation of customer equity and loyalty strength.

The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models and measurement scales. This study aims to compare the external validity of the two prominent CBBE models in the fashion retail industry; those introduced by Yoo and Donthu (2011) based on Aaker (1991)’s CBBE concept and Nam et al. (2011). In order to make this comparison, the study collected data from 285 respondents in Turkey. Research findings show that Nam et al.’s (2011) CBBE model is, in the fashion industry context, the more reliable and valid. When the concept of “brand awareness” is included in this model, the psychometric properties of the model are improved.

The purpose of this research is to analysis and to verify the influence between attitude toward navy brand and customer equity. To do that, we regard the navy serving in R.O.K. Navy as the customers. All Korean men over 18 years older are drafted into the army by the constitution of Republic of Korea. This means that Korean military forces are recruited by the power of the State. However, the military officers, petty officers and Navy(including the Marine corps)•Air forces volunteer for military service. Korean government uses two military entrance processes which are both forcible and volunteering. With the slogan “The Ocean Navy”, the R.O.K. Navy is trying to build powerful naval forces. It is essential to acquire the elite military forces that help the Korean Navy accomplish the goal and heighten the competitiveness. The enlisted military forces are expected to show their own ability inside the R.O.K. Navy. After they are discharged, they will have positive influences to the local communities as the supporters of the R.O.K. Navy. The R.O.K. Navy has made lots of efforts for its navies who are soon discharged to have pride and affection as post-Korean navies through many programs such as educations and events. Discharged navies are expected to play important roles to response national policies actively, to lead the development of local communities, and to stand in advance guard for navy PR activities. Although many researches confirmed and verified the customer equity, there was no research on the customer equity of nonprofit organizations, especially the military forces. This research defined the customer equity from the attitudes toward Korean navy brand perspective in detail. This study also identified the influential factors on brand attitude and some relationships among the variables of the customer equity. This research contributes to the development of effective marketing strategies for Korean Navy brand and customer equity that Korean navy policy officers build.

The branding concept has been burgeoning from product branding and extending to service, corporate, and further nation branding (Papadopoulous & Heslop, 2002). The concept found in the tourism literature has been mostly adapted to a tourism destination (e.g., Gartner & Konecnik Ruzzier, 2011; Im, Kim, Elliot & Han, 2012). However, unlike characteristics of a manufactured product, a tourism destination has difficulties in terms of definition, measurement, and conceptualization (Murphy, Moscardo & Benckendorff, 2007). As a consequence, there has been a shortage of empirical research relating to the application of the branding concept to tourism destination management organizations spanning from national to local tourism organizations (Blain, Levy & Ritchie, 2005; Pike, 2010). To understand tourism destination branding, recently, studies have been conducted in the context of destination branding as a part of destination marketing strategy (Morgan, Prichard & Pride, 2001), brand identity and personality (Morgan et al., 2001; Murphy, Moscardo & Benckendorff, 2007), and brand logos and slogans (Blain et al., 2005; Hem & Iversen, 2004). The concept of the destination brand equity will be applied to Hong Kong tourists who are traveling to Switzerland. Switzerland is becoming a hot spot for Chinese long-haul trips following European destinations like UK, France, or Italy. Since a decade the core countries of the European Alps Switzerland concentrates more specifically on the Chinese market and with a time lag of a few years the overnight stays have started growing (Schmid, 2012). Since 2008 the overnight stays of Chinese touristsindicated a double- digit jump over the last five years and resulted in an accumulated growth rate of 246.9 percent, that is, the overnight stays per year climbed from 214,000 (2008) to 744,000 (2012) (BFS, 2009 & 2013). The Swiss Tourism Board estimated 2 million overnight stays from China in 2020. In this case China would overturn the neighboring country Italy as one of the key source markets for Switzerland (Schmid, 2012). The high increase in Chinese tourists led to marketing efforts of Switzerland Tourism and the Swiss Hotel Association hotelleriesuisse with their initiative “Hallo China” (Switzerland Tourism, 2004). At first, the main purpose of this study is to conceptualize destination brand equity. Second, it is to propose a destination brand equity model. Third, it is to test the model using a sample of Hong Kong tourists who travel to Switzerland. Fourth, it is to investigate characteristics of tourism products preferred by Hong Kong tourists. Fifth, it is to explore how their preferences for tourism products are different according to their travel-related or demographic variables. This study expects those outcomes and benefits. Frist, components consisting of destination brand equity model and conceptual model will be generated. Second, brand equity of Switzerland as perceived by Hong Kong tourists will be tested. Third, better understanding of Hong Kong tourists regarding their perception of Swiss image, level of awareness, overall quality, loyalty, and overall brand equity will be facilitated. Fourth, most previous studies focused only on preference, behavior or attitudes of Hong Kong tourists who travel in a short-haul distance. On the contrary, this study attempts to understand Hong Kong tourists to a long-haul tourism destination, here Europe. Fifth, according to specialization theory, more specialized tourists tend to select more far-way and more risky destination because their knowledge is growing and a range of their selection is diverse. In an increasing future trend in demand of overseas Chinese tourists, this study attempts to identify long-haul Hong Kong tourists’ preference, attitude or behavior in Europe.

This study examines the effect of SPA store experience on formation of customer equity. Here we distingush dimension of store experience to sensory, affective, behavioral, intellectual, and relational experience and dimension of customer equity to value, brand, relationship equity. To verify relationship between dimension of store experience and customer equity, as well as loyalty, we use structural equation modeling. As a result, relationship between variables have a significant effect on each other exclude hypotheses such as relationship between affective experience and value equity and relationship between behavioural experience and relationship equity. The result indicates that reinforcing SPA store experience likely to have positive impact on formation of customer equity and loyalty strength.

The purpose of this study was to look into how alliance discount cards affect customers using family restaurants by analyzing and identifying the difference in brand equity and satisfaction according to the propensity of using alliance discount cards. For this purpose, 407 customers who have used family restaurants completed a questionnaire survey. The study findings indicated that (1) there were significant differences in brand equity and satisfaction according to the propensity to use alliance discount cards. Moreover, it was found that groups with a strong propensity to use alliance discount cards had higher brand equity and satisfaction than groups that did not; also, (2) it was found that there were significant differences in brand equity and satisfaction according to the intensity of dependency on alliance discount cards. The group with strong loyalty to alliance discount cards went beyond the level of strong propensity to use alliance discount cards, of preference, and of use, which were previously proposed. This study implied that from mid-to long-term perspectives, it was necessary to operate a policy for more active alliance discounts as well as to ensure sufficient options for partnership benefits. Furthermore, it was essential to maintain the menu and service quality of restaurants, which were intrinsic factors for elevating brand equity and satisfaction in restaurants among dining customers.

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

목 적: 안경구매자의 구매결정요인과 브랜드 자산인식이 구매만족과 구전의도에 미치는 영향에 대한 상호 관계를 알아보고자 하였다. 방 법 : 2011년 10월부터 12월까지 광주지역, 대구지역, 대전지역의 안경원 구매고객을 대상으로 437부의 설문지가 자료분석에 사용되었다. SPSS 18.0 통계 프로그램을 이용하여 구매결정요인에 대한 상관관계분석 과 구매만족과 구전의도에 대해여 다중회귀분석을 실시하였다. 결 과 : 구매결정요인은 고객서비스 및 디자인요인, 상품특성요인, 구매경험요인, 컨텐츠 및 커뮤니티요인 순으로 나타났고, 안경구매 소비자의 브랜드자산 인식에 대한 구매만족 및 구전의도는 브랜드에 대한 지각된 품질, 브랜드 인지도, 브랜드 이미지 순으로 나타났다. 결 론 : 안경구매자의 구매만족과 구전의도를 향상시키기 위해서 고객서비스 및 디자인에 대해 경쟁력을 갖추어야 하며 브랜드에 대한 지각된 품질을 향상시키는 노력이 필요하겠다.