1

ARTICLE 1
AN EXAMINATION OF SELECTED MARKETING MIX ELEMENTS AND
BRAND EQUITY
Abstract
This study explores the relationships between selected marketing mix
elements and the creation of brand equity. The authors propose a conceptual
framework in which marketing elements are related to the dimensions of
brand equity, that is, perceived quality, brand loyalty, and brand associations
combined with brand awareness. These dimensions are then related to brand
equity. The empirical tests using a structural equation model support the
research hypotheses. The results show that frequent price promotions, such
as price deals, are related to low brand equity, whereas high advertising
spending, high price, good store image, and high distribution intensity are
related to high brand equity.
ANNOTATED BIBLIOGRAPHY

REFERENCE

AIM/PURPOSE

Yoo, B., Donthu, N., & Lee, S. (2000). An

examination of selected marketing mix elements
and brand equity. Journal of the academy of
marketing science, 28(2), 195-211.
This study explores the relationships between
selected marketing mix elements and the creation
of brand equity
Hypothesis 1a: The level of brand equity is related
positively to the extent to which brand quality is
evident in the product.

RQS./HYPOTHESES

Hypothesis 1b: The level of brand equity is related

positively to the extent to which brand loyalty is
evident in the product.
Hypothesis 1c: The level of brand equity is related
positively to the extent to which brand associations
and awareness are evident in the product.

Price and brand equity

IMPORTANT THEMES

Advertising spending and brand equity

Distribution intensity and brand equity
Store image and brand equity

METHOD/APPROACH
ES

1 Positivism paradigm/ quantitative research

because it shows the cause and effect
relationship between the selected marketing
mix elements and brand equity.
2 The sample was taken from 196 students by
conducting a survey through questionnaire.
3 Analysis was done using structural equation
model.

FINDINGS/CONCLUSI
ON

The results show that frequent price promotions,

such as price deals, are related to low brand equity,
whereas high advertising spending, high price,
good store image, and high distribution intensity
are related to high brand equity. Uniform pricing
without price promotions is more desirable because
it leads to consistency between the expected and
the actual prices and implies high product quality.
Instead of offering price promotions, managers
should invest in advertising to develop brand
equity.

ARTICLE 2
THE IMPACT OF CUSTOMER EXPERIENCE ON BRAND EQUITY IN A BUSINESSTO-BUSINESS SERVICES SETTING
Abstract
The main purpose of the study is to investigate the impact of customer
experience on brand equity in a business-to-business (B2B) services setting.
The conceptual model illustrates the impact of customer experience on the
formation of brand equity, which is assessed through a hierarchy of effects
between brand awareness, brand associations, perceived quality and brand
loyalty. Structural equation modeling is used to test the proposed model in
the B2B setting. The findings of the study indicate that customer experience
has a positive effect on the four dimensions of brand equity. The study
provides marketing managers with a clear understanding of how customer
experience affects brand equity in the B2B context. The study portrays the
importance of creating a positive customer experience through a direct
interaction of customers with the company and its brand. The study
advances the current state of knowledge by analyzing the impact of
customer experience on all dimensions of brand equity and by including a
hierarchy of effects between different dimensions in one conceptual model.
ANNOTATED BIBLIOGRAPHY

REFERENCE

AIM/PURPOSE

Biedenbach, G., & Marell, A. (2010). The impact of

customer experience on brand equity in a businessto-business services setting. Journal of Brand
Management, 17(6), 446-458.
The main purpose of the study is to investigate the
impact of customer experience on brand equity in a

business-to-business (B2B) services setting.

RQS./HYPOTHESES

RQ1: What is the impact of customer experience on

brand equity in a business-to-business (B2B)
services setting?
RQ2: What is customer experience?
RQ3: What is brand equity?
Price and brand equity

IMPORTANT
THEMES

Advertising spending and brand equity

Distribution intensity and brand equity
Store image and brand equity

METHOD/APPROACHE
S

1. Positivism paradigm/ Deductive approach

because it shows the cause and effect
relationship between customer experience and
elements of brand equity
2. Data is collected from local 56 B2B Customers.
3. Structural equation modeling is used to test
the proposed model in the B2B setting.

FINDINGS/CONCLUSIO
N

The findings of the study indicate that customer

experience has a positive effect on the four
dimensions of brand equity. The study provides
marketing managers with a clear understanding of
how customer experience affects brand equity in the
B2B context. The study portrays the importance of
creating a positive customer experience through a
direct interaction of customers with the company
and its brand. The study advances the current state
of knowledge by analyzing the impact of customer
experience on all dimensions of brand equity and by
including a hierarchy of effects between different
dimensions in one conceptual model.

ARTICLE 3
BRAND EQUITY IN THE BUSINESS-TO-BUSINESS CONTEXT: EXAMINING THE
STRUCTURAL COMPOSITION
Abstract
The main aim of the study is to examine the structural composition of brand
equity and the interrelationships between the dimensions of brand equity in
the business-to-business (B2B) context. A total of 647 customers of one of
the Big Four auditing firms in Sweden served as respondents in this study.
Structural equation modeling was used to examine a one-dimensional model
and a multidimensional model of brand equity. The multidimensional model
was based on the hierarchy of effects between brand awareness, brand
associations, perceived quality and brand loyalty. The findings indicate that
the multidimensional model of brand equity considering the hierarchical
effects between the four dimensions of brand equity performs better in the
B2B context. The study contributes to branding research by providing
empirical evidence about the multidimensionality of B2B brand equity and
the existence of hierarchy of effects between the four dimensions of brand
equity.
ANNOTATED BIBLIOGRAPHY

REFERENCE

Biedenbach, G. (2012). Brand equity in the

business-to-business context: Examining the
structural composition. Journal of Brand
Management, 19(8), 688-701.

AIM/PURPOSE

The main aim of the study is to examine the

structural composition of brand equity and the

interrelationships between the dimensions of brand
equity in the business-to-business (B2B) context.
RQ1: What is the impact of brand awareness on
brand equity in a business-to-business (B2B)
services setting?
RQS./HYPOTHESES

RQ2: What is the impact of brand associations on

brand equity in a business-to-business (B2B)
services setting?
RQ3: W What is the impact of perceived quality on
brand equity in a business-to-business (B2B)
services setting?

IMPORTANT THEMES

brand awareness and brand equity

brand associations and brand equity
perceived quality and brand loyalty
1. Positivism paradigm because it shows the
cause and effect relationship between brand
equity and the dimensions of brand equity.

METHOD/APPROACH
ES

2. Data collected in numeric form using

questionnaire from a total of 647 customers
of one of the auditing firms in Sweden .
3. Structural equation modeling was used to
examine a one-dimensional model and a
multidimensional model of brand equity.

FINDINGS/CONCLUSI
ON

The findings indicate that the multidimensional

model of brand equity considering the hierarchical
effects between the four dimensions of brand
equity performs better in the B2B context. The
study contributes to branding research by
providing empirical evidence about the
multidimensionality of B2B brand equity and the

existence of hierarchy of effects between the four

dimensions of brand equity.

ARTICLE 4
BRAND EQUITY IN THE PROFESSIONAL SERVICE CONTEXT:
ANALYZING THE IMPACT OF EMPLOYEE ROLE BEHAVIOR AND
CUSTOMEREMPLOYEE RAPPORT
Abstract
The study examines whether factors related to customers' perception of
employees' behavior in terms of customer perceived role ambiguity, role
overload and customeremployee rapport influence the development of
brand equity in the professional service context. 632 customers of one of the
Big Four auditing companies participated in the study. The results of
structural equation modeling show negative effects of role ambiguity and
role overload on brand associations, perceived quality and brand loyalty,
which constitute brand equity. The findings indicate a positive effect of
customeremployee rapport on the enhancement of B2B brand equity.

However, the negative influences of role ambiguity and role overload on

customeremployee rapport transfer detrimental indirect effects on brand
equity. The study contributes to an understanding of how the real interaction
between service providers and customers can influence brand equity in the
professional service setting.
ANNOTATED BIBLIOGRAPHY

REFERENCE

Biedenbach, G., Bengtsson, M., & Wincent, J. (2011).

Brand equity in the professional service context:
Analyzing the impact of employee role behavior and
customeremployee rapport. Industrial Marketing
Management, 40(7), 1093-1102.

AIM/PURPOSE

The study examines whether factors related to

customers' perception of employees' behavior in
terms of customer perceived role ambiguity, role
overload and customeremployee rapport influence
the development of brand equity in the professional
service context.
RQ1: What is the impact of employee role behavior
on brand equity?

RQS./HYPOTHESES

RQ2: What is the employee role behavior?

RQ3: What is customeremployee rapport?

IMPORTANT
THEMES

customeremployee rapport and brand equity

employee role behavior and brand equity
1. Positivism paradigm because it shows the
cause and effect relationship between
customer employee rapport and brand equity.

METHOD/APPROACHE
S

2. Data collected in numeric form using

questionnaire from 632 respondents.
3. Analysis was done using structural equation
model.

FINDINGS/CONCLUSIO
N

The findings indicate a positive effect of customer

employee rapport on the enhancement of B2B brand
equity. However, the negative influences of role
ambiguity and role overload on customeremployee
rapport transfer detrimental indirect effects on
brand equity. The study contributes to an
understanding of how the real interaction between
service providers and customers can influence brand
equity in the professional service setting.

ARTICLE 5
PRODUCT ATTRIBUTES AND BRAND EQUITY IN THE MOBILE DOMAIN:
THE MEDIATING ROLE OF CUSTOMER EXPERIENCE
Abstract
There are studies showing that utilitarian (perceived ease of use and
perceived usefulness) and hedonic (entertainment and aesthetics) attributes

10

of products are two fundamental resources that ensure brand equity in the
mobile domain. However, few studies examine the attributes of products and
how and why such resources influence mobile brand equity. In this study, a
survey was carried out on 262 mobile users in Taiwan to examine the
mediating effects of customer experience on the relationship between
product attributes on mobile brand equity. Our findings suggest that
utilitarian and hedonic attributes of products affect mobile brand equity
through customer experience. In other words, perceived ease of use,
perceived usefulness, entertainment, and aesthetics may not be intrinsic
value; their value on mobile brand equity is realized through customer
experience. However, whereas the effect of perceived ease of use on mobile
brand equity is partially mediated, perceived usefulness, entertainment, and
aesthetics are fully mediated by customer experience. By showing the
differential effects of product attributes on mobile brand equity, this study
provides a more refined understanding of the interplay among product
attributes, customer experience, and mobile brand equity. The results
suggest that by overlooking the mediating role of customer experience,
previous research may have provided an overly optimistic view of the value
of product attributes in mobile brand equity.
ANNOTATED BIBLIOGRAPHY

REFERENCE

Sheng, M. L., & Teo, T. S. (2012). Product attributes

and brand equity in the mobile domain: The
mediating role of customer
experience. International Journal of Information
Management, 32(2), 139-146.

AIM/PURPOSE

Study examines the attributes of products and how

and why such resources influence mobile brand
equity.
RQ1: What is the impact of Product attributes on
mobile brand equity in Taiwan?

RQS./HYPOTHESES

RQ2: What are the Product attributes?

RQ3: What is customer experience?

IMPORTANT THEMES

Product attributes and customer experience

11

customer experience and brand equity

1. Positivism paradigm/because it shows the
cause and effect relationship between
product attributes and brand equity
METHOD/APPROACH
ES

2. Data collected in numeric form using

questionnaire from 262 mobile users in
Taiwan.
3. The data collected were then analyzed using SPSS.
Pearson correlation and multiple regression analysis were
used to examine the correlation between independent
variables and dependent variable.

FINDINGS/CONCLUSI
ON

Findings suggest that utilitarian and hedonic

attributes of products affect mobile brand equity
through customer experience. In other words,
perceived ease of use, perceived usefulness,
entertainment, and aesthetics may not be intrinsic
value; their value on mobile brand equity is
realized through customer experience. By showing
the differential effects of product attributes on
mobile brand equity, this study provides a more
refined understanding of the interplay among
product attributes, customer experience, and
mobile brand equity.

12

ARTICLE 6
SALES FORCE IMPACT ON BTOB BRAND EQUITY: CONCEPTUAL
FRAMEWORK AND EMPIRICAL TEST
Abstract:
Purpose
This paper aims to develop and empirically test a conceptual
framework explaining the influence of the sales force on brand equity
relative to the product and promotion elements of the marketing mix,
in the context of businesstobusiness marketing.
Design/methodology/approach
Six research hypotheses, relating to the effects of four key drivers of
BtoB brand equity identified in a review of the relevant literature,
were empirically tested with a sample of 201 respondents in BtoB
firms in Germany, using partial least squares analysis.
Findings
The results confirm the high relevance of the sales force to the
building and maintenance of a strong BtoB brand. The most
important driver of brand equity in this environment is the
salesperson's behaviour, followed in sequence by his or her
personality,
product
quality
and
nonpersonal
marketing
communications.
Research limitations/implications
The sample size permits only a general analysis and conclusions. The
choice of PLS analysis and formative scales limits the rigorousness of
scale and model evaluation. The decision to interview one manager per
company may have introduced informant bias.
Practical implications
The study identifies controllable variables that are critical to the
effective management of a BtoB brand and offers an alternative
approach to the measurement of brand equity in BtoB marketing.
Originality/value
This is the first study to test the widely claimed influence of the sales
force on BtoB brand equity empirically, developing a simple but

13

powerful framework to integrate sales management and brand

management in this context.

ANNOTATED BIBLIOGRAPHY

REFERENCE

Baumgarth, C., & Binckebanck, L. (2011). Sales

force impact on B-to-B brand equity: conceptual
framework and empirical test. Journal of Product &
Brand Management, 20(6), 487-498.

AIM/PURPOSE

This paper aims to develop and empirically test a

conceptual framework explaining the influence of the
sales force on brand equity relative to the product and
promotion elements of the marketing mix, in the
context of businesstobusiness marketing.

RQS./HYPOTHESES

RQ1: What is the impact of Sales force impact on B

toB brand equity in the context of businessto
business marketing?
RQ2: What is the Product attributes?
RQ3: What is Sales force?

IMPORTANT THEMES

Sales force and brand equity

1. Positivism paradigm because it shows the
cause and effect relationship between sale
force and brand equity.

METHOD/APPROACH
ES

2. Data collected in numeric form using

questionnaire from 201 respondents in
B2Bfirms in germany.
3. Six research hypotheses, relating to the effects of
four key drivers of BtoB brand equity identified
and were empirically tested with a sample of 201
respondents in BtoB firms in Germany, using
partial least squares analysis.

14

FINDINGS/CONCLUSI
ON

The results confirm the high relevance of the sales

force to the building and maintenance of a strong
BtoB brand. The most important driver of brand
equity in this environment is the salesperson's
behaviour, followed in sequence by his or her
personality, product quality and nonpersonal
marketing communications. The sample size
permits only a general analysis and conclusions.
The choice of PLS analysis and formative scales
limits the rigorousness of scale and model
evaluation. The decision to interview one manager
per company may have introduced informant bias.
ARTICLE 7

DOES CUSTOMER SATISFACTION LEAD TO IMPROVED BRAND EQUITY?

AN EMPIRICAL EXAMINATION OF TWO CATEGORIES OF RETAIL
BRANDS
Abstract:
Purpose
The objective of the present research is to examine the relationship
between consumers' satisfaction with a retailer and the equity they
associate with the retail brand.
Design/methodology/approach
Retail brand equity is conceptualized as a fourdimensional construct
comprising: retailer awareness, retailer associations, retailer perceived
quality, and retailer loyalty. Then the associative network memory
model is applied from cognitive psychology to the specific context of
the relationships between customer satisfaction and consumerbased
retailer equity. A survey was undertaken using a convenience sample
of shopping mall consumers in an Australian state capital city. The
questionnaire used to collect data included an experimental design
such that two categories of retailers were included in the study:
department stores and specialty stores, with three retailers
representing each category. The relationship between consumerbased
retailer equity and customer satisfaction was examined using
multivariate analysis of variance.

15

Findings
Results indicate that retail brand equity varies with customer
satisfaction. For department stores, each consumerbased retailer
equity dimension varied according to customer satisfaction with the
retailer. However, for specialty stores, only three of the consumer
based retailer equity dimensions, namely retailer awareness, retailer
associations and retailer perceived quality, varied according to
customer satisfaction level with the retailer.
Originality/value
The principal contribution of the present research is that it
demonstrates empirically a positive relationship between customer
satisfaction and an intangible asset such as retailer equity.

ANNOTATED BIBLIOGRAPHY

REFERENCE

Pappu, R., & Quester, P. (2006). Does customer

satisfaction lead to improved brand equity? An empirical
examination of two categories of retail brands. Journal
of Product & Brand Management, 15(1), 4-14.

AIM/PURPOSE

The objective of the present research is to examine

the relationship between consumers' satisfaction
with a retailer and the equity they associate with
the retail brand.

RQS./HYPOTHESES

RQ1: What is the relationship between consumers'

satisfaction with a retailer and the equity they
associate with the retail brand?
RQ2: What is the customer satisfaction?

IMPORTANT THEMES

customer satisfaction and brand equity

16

1. Positivism paradigm because it shows the

cause and effect relationship between
consumer satisfaction and retail brand equity.
METHOD/APPROACH
ES

2. Data collected in numeric form using

questionnaire from a sample of shopping
mall consumers in Australia
3. The relationship between consumerbased
retailer equity and customer satisfaction was
examined using multivariate analysis of
variance.

FINDINGS/CONCLUSI
ON

Results indicate that retail brand equity varies with

customer satisfaction. For department stores, each
consumerbased retailer equity dimension varied
according to customer satisfaction with the retailer.
However, for specialty stores, only three of the
consumerbased retailer equity dimensions, namely
retailer awareness, retailer associations and retailer
perceived quality, varied according to customer
satisfaction level with the retailer. The principal
contribution of the present research is that it
demonstrates empirically a positive relationship
between customer satisfaction and an intangible
asset such as retailer equity.

ARTICLE 8
A MODEL TO INVESTIGATE THE INFLUENCE OF MARKETING-MIX
EFFORTS AND CORPORATE IMAGE ON BRAND EQUITY IN THE IT
SOFTWARE SECTOR
Abstract
A model is developed to examine the relationships among marketing-mix
efforts (channel performance, value-oriented price, promotion, and aftersales service), corporate image, three dimensions of brand equity (brand

17

awareness with associations, perceived quality, and brand loyalty), and

market performance. The model considers three distinctive aspects of
business markets. After-sales service is taken as a key marketing-mix effort.
Corporate image is placed as a mediator from the marketing-mix efforts to
the dimensions of brand equity. Personal selling is defined as a main
component of promotion. The model is tested in the context of a Korean IT
software sector. The test results show that all the marketing-mix efforts
positively affect the overall value of brand equity, which is a proxy of market
performance, via the three dimensions of brand equity. Corporate image
mediates the effect of the marketing-mix efforts on the three dimensions of
brand equity.

ANNOTATED BIBLIOGRAPHY

REFERENCE

AIM/PURPOSE

RQS./HYPOTHESES

IMPORTANT THEMES

Kim, J. H., & Hyun, Y. J. (2011). A model to

investigate the influence of marketing-mix efforts
and corporate image on brand equity in the IT
software sector. Industrial Marketing
Management, 40(3), 424-438.
A model is developed to examine the relationships
among marketing-mix efforts (channel
performance, value-oriented price, promotion, and
after-sales service), corporate image, three
dimensions of brand equity (brand awareness with
associations, perceived quality, and brand loyalty),
and market performance.
RQ1: What is the relationship among marketing-mix
efforts and brand equity in the IT software sector?
RQ2: What is the relationship among corporate
image and brand equity in the IT software sector?
marketing-mix efforts and brand equity
corporate image and brand equity

18

1. Interpretivism paradigm, because subjective

opinion was taken and theory is based on
examining the relation of concepts.
METHOD/APPROACH
ES

2. face-to-face interview to gather data for the

top five IT software brands in the Korean ASP
market as mentioned above. The sample size
is 390.
3. Analysis was done on context of Korean it
software sector

FINDINGS/CONCLUSI
ON

The test results show that all the marketing-mix

efforts positively affect the overall value of brand
equity, which is a proxy of market performance, via
the three dimensions of brand equity. Corporate
image mediates the effect of the marketing-mix
efforts on the three dimensions of brand equity.
Managerial implications of this research could be
mainly in three aspects. First, channel activities to
increase purchase convenience are particularly
important to reinforce brand equity. Managers
should broaden distribution coverage, facilitate
purchase process, and make a delivery in time so
that they may develop brand equity..

19

ARTICLE 9
CUSTOMER SATISFACTION AND BRAND EQUITY
Abstract
The study here examines the interaction between shareholder value and
customer satisfaction, as well as the impact on a firm's brand equity.
Customer satisfaction may have a positive effect on brand equity, except
when managers show excessive customer orientation, in which case the
effect is negative because of reductions in shareholder value. The empirical
analysis uses incomplete panel data pertaining to 69 firms from 11 nations
during the period 20022005 and supports the theoretical contentions. This
result warns of the perverse effect on brand equity of implementing policies
focused exclusively on satisfying customers at the expense of shareholders'
interests.
ANNOTATED BIBLIOGRAPHY

REFERENCE

AIM/PURPOSE

RQS./HYPOTHESES

IMPORTANT THEMES
METHOD/APPROACH
ES

Torres, A., & Trib, J. A. (2011). Customer

satisfaction and brand equity.Journal of Business
Research, 64(10), 1089-1096.
The study here examines the interaction between
shareholder value and customer satisfaction, as
well as the impact on a firm's brand equity.
RQ1: What is the interaction between shareholder
value and customer satisfaction?
RQ2: What is shareholder value impact on brand
equity?
Customer satisfaction and brand equity
1. Positivism paradigm because it shows the
cause and effect relationship between
customer satisfaction and brand equity.
2. Data was collected from 69 firms from 11
nations.

20

3. Empirical analysis was carried out.

FINDINGS/CONCLUSI
ON

This result warns of the perverse effect on brand

equity of implementing policies focused exclusively
on satisfying customers at the expense of
shareholders' interests.
ARTICLE 10

DISTRIBUTION INTENSITY, ADVERTISING, MONETARY PROMOTION,

AND
CUSTOMER-BASED BRAND EQUITY: AN APPLIED STUDY IN EGYPT
Abstract
Brand equity is so essential issue to be considered by manufacturers and
retailers as well, that is to manage the brand rationally. The aim of the
current research is to support managers in terms of determining the
expected influence of marketing activities on the brand equity, which implies
for the relative fund each activity deserves. The study investigated the
potential effects of brand equity drivers (i.e., distribution intensity,
advertising, monetary promotion) on the dimensions of customer-based
brand equity. In addition, the research investigates the inter-relationships
among the dimensions of brand equity. The study was built on data derived
from 497 respondents. The results indicate that the proposed model reflects
perfect fit to the data. The most of the hypothesized influences were
significant and took the expected directions. The results would lead to
suggest that brand awareness is the starting point to constitute the
customer-based brand equity. Discussion and implications are provided.
ANNOTATED BIBLIOGRAPHY

REFERENCE

AIM/PURPOSE

Ebeid, A. Y. (2014). Distribution Intensity,

Advertising, Monetary Promotion, and CustomerBased Brand Equity: An Applied Study in
Egypt. International Journal of Marketing
Studies, 6(4), p113.
The aim of the current research is to support
managers in terms of determining the expected
influence of marketing activities on the brand
equity, which implies for the relative fund each

21

activity deserves.
H1: Brand awareness positively affects perceived
quality, brand associations, and brand loyalty.
RQS./HYPOTHESES

H2: Brand associations positively affect brand

loyalty, and Perceived quality?
H3: Perceived quality positively affects brand loyalty.
Distribution Intensity and brand equity

IMPORTANT THEMES

Advertising and brand equity

Monetary Promotion and brand equity
1. Positivism paradigm because it shows the
relationship between brand equity and
dimensions of brand equity

METHOD/APPROACH
ES

2. The study was built on data derived from 497

respondents.
3. The study used descriptive analysis, one way ANOVA,
Pearson Correlation, and finally stepwise regression
analysis.

FINDINGS/CONCLUSI
ON

Current study reveals that brand associations

influence perceived quality, brand loyalty. In turn,
perceived quality positively influence brand loyalty,
unlike Buil et al.s (2013) finding.. The research has
a set of implications. Advertising considered an
effective marketing communication tool that used
to enhance the brand awareness and brand
associations, that reveals the advertising role in
creating brand equity. Remarkable positive
influence of distribution intensity on brand
awareness, brand loyalty, and perceived quality
would get the attention of manufacturers to cover
the market by increasing the availability level of
their brands within a large number of stores, unlike
the notion that refers to exclusively distributing

22

brands in terms of getting the retailers.

ARTICLE 11
THE MODERATING EFFECT OF LOYALTY ON THE RELATIONSHIP OF
SALES PROMOTIONS AND BRAND EQUITY
Abstract
Sales promotions are used very widely in the market, despite the conflicting
research findings that they erode brand equity. This paper explains reasons
for this increased spend by investigating the role of brand loyalty in the
relationship of promotions and brand equity. Findings indicate that brand
equity is different for customer segments with differing levels of loyalty, and
that even non-CFB promotions support brand equity in certain market
segments (like those dominated by spurious loyal customers). The paper
ends by highlighting the need of loyalty-based segmentation of markets.
ANNOTATED BIBLIOGRAPHY

REFERENCE

Joseph, J., & Sivakumaran, B. (2009). The

moderating effect of loyalty on the relationship of
sales promotions and brand equity. Advances in
Consumer Research, 7, 263-264.

23

AIM/PURPOSE

RQS./HYPOTHESES

This aim of this study is to explain the reasons for

this increased spend by investigating the role of
brand loyalty in the relationship of promotions and
brand equity.
RQ1: What is the impact of loyalty on brand equity
in market?
RQ2: What is the impact of Sales promotions on
brand equity in market?
Loyalty and brand equity

IMPORTANT THEMES

Sales promotions and brand equity

Loyalty and Sales promotions
1. Pragmatism paradigm (Primary data was collected in a
form of questionnaires and interviews in eliciting
information for the study)

METHOD/APPROACH
ES

2. Sample size of population is 390 sale

employees.
3. The data collected were then analyzed using SPSS.
Pearson correlation and multiple regression analysis were
used to examine the correlation between independent
variables and dependent variable.

FINDINGS/CONCLUSI
ON

Findings indicate that brand equity is different for

customer segments with differing levels of loyalty,
and that even non-CFB promotions support brand
equity in certain market segments (like those
dominated by spurious loyal customers). This study
highlights the need for loyalty based segmentation
of the market for effective brand equity
management. The results would help managers in
deciding which type of promotion is to be used in
markets dominated by customers with a particular
level of brand loyalty.

24

ARTICLE 12
A STRUCTURAL EQUATION MODELING APPROACH TO INVESTIGATE
NEGATIVE WORD OF MOUTH IMPACT ON CUSTOMER-BASED BRAND
EQUITY: DOES ATTRIBUTION MATTER?
Abstract
There is a shortage in the research which addresses the relationship between
negative word of mouth (WOM) communication and customer-based brand
equity dilution. This research utilizes attribution theory to demonstrate the
negative word-of-mouth impact on the customer-based brand equity.
Structural equation modeling was used to investigate the proposed effect of
negative WOM on brand equity. The study sample consists of 71 postgraduate students, the object of negative WOM was laptops which
considered a highly involvement product. Experimental investigation results

25

reveal that customer exposure to negative word-of-mouth increases the

brand equity dilution. Results were discussed in the light of casual attribution
theory, and practical implications were provided.
ANNOTATED BIBLIOGRAPHY

REFERENCE

Ebeid, A. Y., & Gadelrab, H. F. (2014). A Structural

Equation Modeling Approach to Investigate
Negative Word of Mouth Impact on Customer-Based
Brand Equity: Does Attribution
Matter?. International Journal of Business and
Social Research, 4(9), 1-13.

AIM/PURPOSE

This research utilizes attribution theory to

demonstrate the negative word-of-mouth impact on
the customer-based brand equity.

RQS./HYPOTHESES

RQ1: What is the the relationship between negative

word of mouth (WOM) communication and
customer-based brand equity dilution?
RQ2: What is the negative word of mouth?

IMPORTANT THEMES

METHOD/APPROACH
ES

Negative Word of Mouth and brand equity

1. Positivism paradigm because it shows the
cause and effect relationship between WOM
and customer based brand quity dilution and
data collected using quantitative approach.
2. Collected quantitative data by sample
consisting of 71 post graduate students.
3. Structural equation modeling was used to
investigate the proposed effect of negative WOM
on brand equity.

FINDINGS/CONCLUSI
ON

Experimental investigation results reveal that

customer exposure to negative word-of-mouth
increases the brand equity dilution. Results were
discussed in the light of casual attribution theory,
and practical implications were provided. Current

26

results may have many implications in terms of

how the oral message may have a strong effect on
peoples attributions of the
content of delivered message. Managing brands
entails analyzing customers reviews by
manufacturers and retailers. If a significant
segment of customers attribute the negativity
to the brand, manufacturers and retailers need to
develop the brand in the light of customers`
reviews and conducting marketing communication
to change their perception by using the same
means (i.e., Internet).

ARTICLE 13
WHAT AFFECTS BRAND EQUITY: THE PRECISE MEASUREMENT WITH
CONSUMER CHOICE MODEL
Abstract:

27

This paper investigates how different marketing variables (advertising, sales

promotion and product assortment) affect brand equity. First, we assess
weekly dynamics of brand equity intercepts using discrete choice model
based on disaggregate store-level scanner data. Then we use these
estimates as the dependent variable to study the impact of different
marketing instruments. This paper contributes to the field basically in two
ways: we measured brand equity of heterogeneous product taking into
account its variety both on choice modeling stage and brand equity drivers
estimation stage; we have got quite precise estimates because were able to
exploit very detailed data about choices and marketing instruments. Our
research reveals that share of voice of TV commercials affects brand equity
positively
and
promotion
intensitynegatively.
Expanding
product
assortment, companies may enlarge brand equity by increasing the number
of SKUs in large-format stores.
ANNOTATED BIBLIOGRAPHY

REFERENCE

Kochkina, N., Novikova, O., & Potapov, D. (2014).

What affects brand equity: the precise
measurement with consumer choice model. Higher
School of Economics Research Paper No. WP
BRP, 26.

AIM/PURPOSE

This paper investigates how different marketing

variables (advertising, sales promotion and product
assortment) affect brand equity.

RQS./HYPOTHESES

RQ1: What is the the the impact of different

marketing instruments on brand equity?
RQ2: What are the marketing variables?
Advertising and brand equity

IMPORTANT THEMES

Sales promotion and brand equity

Product assortment and brand equity

METHOD/APPROACH
ES

1. Positivism paradigm because it shows the

cause and effect relationship between
marketing variables and brand equity

28

2. Data collected from stock keeping unit and

the data contain the information about sales
in twenty-four stores of different size ranging
from corner shops to hypermarkets.
3. Discrete choice model based on disaggregate
store-level scanner data was used for
analysis.

FINDINGS/CONCLUSI
ON

The research reveals that share of voice of TV

commercials affects brand equity positively and
promotion intensitynegatively. Implications here is
that Expanding product assortment, companies
may enlarge brand equity by increasing the
number of SKUs in large-format stores

29

ARTICLE 14
THE EFFECT OF SALES PROMOTIONS CHARACTERISTICS ON BRAND
EQUITY
Abstract
In the recent years, retail industry in Iran has faced an increasing
competition and this has encouraged the managers of chain stores to find
ways to differentiate their own companies. One of the influential factors in
this field is brand equity. Concerning this issue, the aim of this paper is to
examine the effectiveness of sale promotions on the brand equity of ETKA
chain stores. Therefore, a sample of 500 people among the customers of
these stores in Tehran was examined. The achieved information obtained
from the questionnaire was analyzed through structural equation modeling.
The results showed that monetary and non-monetary promotions could
influence on brand association, brand awareness and the perceived quality.
On the other hand, it came out that brand association and the perceived
quality are influential on brand loyalty. At last, a few suggestions were
presented based on the results of this research.

ANNOTATED BIBLIOGRAPHY

REFERENCE

AIM/PURPOSE

RQS./HYPOTHESES

Karbasi, B., & Rad, A. (2014). The effect of sales

promotions characteristics on brand
equity. Management Science Letters, 4(9), 21072116.
The aim of this paper is to examine the
effectiveness of sale promotions on the brand
equity of ETKA chain stores.
RQ1: What is the sale promotions impact on the
brand equity of ETKA chain stores in Tehran?
RQ2: What are the sale promotions?

30

IMPORTANT THEMES

sales promotions and brand equity

1. Positivism paradigm because it shows the
cause and effect relationship between sale
promotion characteristics and brand equity
and information obtained from the
questionnaire.

METHOD/APPROACH
ES

2. A sample of 500 people among the

customers of these stores in Tehran was
examined from which 490 ones were
completed and analyzed.
3. Analysis was done through structural
equation modeling.

FINDINGS/CONCLUSI
ON

The results showed that monetary and nonmonetary promotions could influence on brand
association, brand awareness and the perceived
quality. On the other hand, it came out that brand
association and the perceived quality are influential
on brand loyalty. t is suggested that through
encouraging policies or presenting necessary
training the level of human services quality is
increased. On the other side, at the time of
employment we can engage more qualified and
appropriate people considering this factor.

31

ARTICLE 15
EXAMINING THE ROLE OF ADVERTISING AND SALES PROMOTIONS IN
BRAND EQUITY CREATION
Abstract
This study explores the relationships between two central elements of
marketing communication programs advertising and sales promotions
and their impact on brand equity creation. In particular, the research focuses
on advertising spend and individuals' attitudes toward the advertisements.
The study also investigates the effects of two kinds of sales promotions,
monetary and non-monetary promotions. Based on a survey of 302 UK
consumers, findings show that the individuals' attitudes toward the
advertisements play a key role influencing brand equity dimensions, whereas
advertising spend for the brands under investigation improves brand
awareness but is insufficient to positively influence brand associations and
perceived quality. The paper also finds distinctive effects of monetary and
non-monetary promotions on brand equity. In addition, the results show that
companies can optimize the brand equity management process by
considering the relationships existing between the different dimensions of
brand equity.

ANNOTATED BIBLIOGRAPHY

REFERENCE

AIM/PURPOSE

Buil, I., de Chernatony, L., & Martnez, E. (2013).

Examining the role of advertising and sales
promotions in brand equity creation. Journal of
Business Research, 66(1), 115-122.
This study explores the relationships between two
central elements of marketing communication
programs advertising and sales promotions

32

and their impact on brand equity creation.

RQ1: What is the impact of marketing
communication programs on brand equity?
RQS./HYPOTHESES

RQ2: What is the impact of advertising on brand

equity?
RQ3: What is the impact of sales promotions on
brand equity?

IMPORTANT THEMES

METHOD/APPROACH
ES

sales promotions and brand equity

1. Positivism paradigm because it shows the
cause and effect relationship between
marketing communication programs and
brand equity
2. Quantitative data collection from survey of
302 UK consumers
3. The statistical methods involved those of descriptive
(mean and standard deviation) and inferential statistics
(regression analysis).

FINDINGS/CONCLUSI
ON

findings show that the individuals' attitudes toward

the advertisements play a key role influencing
brand equity dimensions, whereas advertising
spend for the brands under investigation improves
brand awareness but is insufficient to positively
influence brand associations and perceived quality.
Implication here is that companies can optimize
the brand equity management process by
considering the relationships existing between the
different dimensions of brand equity.