• Title, Summary, Keyword: Equity

Search Result 1,115, Processing Time 0.038 seconds

The Application of Customer Equity Concepts in Cellular Phone: Antecedents, Constructs, and Consequences

  • Park, Seong Yong
    • Asia-Pacific Journal of Business
    • /
    • v.2 no.1
    • /
    • pp.23-48
    • /
    • 2011
  • Generally, higher brand equity ends up with higher market share and higher profitability. However, superior brand equity does not guarantee the success in the market. That is, consumer choice is closely related to brand equity but we need more than brand equity to explain this complex phenomenon. We adopt the customer equity concepts: value equity, brand equity, and retention equity. By incorporating value equity and retention equity into customer equity, it is possible to avoid the problems of using the brand equity only. In the paper, we apply this customer equity concepts to cellular phone and investigate the effects of antecedent variables such as exposure, knowledge, positive experience and negative experience on the components of customer equity. In addition, as surrogate measure of customer lifetime value, the weighted measure of purchase intention, consideration set inclusion, and next purchase is used as dependent variable. We estimate the effects of components of customer equity at the brand level and aggregate level using SURE model. Estimation results show that Apple has currently low market share but has high future potentials and Korean firms have currently high market share but has rather low future potentials.

  • PDF

The Effect of Luxury Fashion Brand Customer Equity Drivers on Customer Loyalty - Differences among Segmented Markets based on Purchasing Patterns - (럭셔리 패션 브랜드의 고객자산 구성요소가고객충성도에 미치는 영향 - 럭셔리 패션 제품 구매빈도와 구매액에 따른 세분시장별 분석 -)

  • Hwang, Yookyung
    • Fashion & Textile Research Journal
    • /
    • v.15 no.2
    • /
    • pp.219-230
    • /
    • 2013
  • To generate future profits, luxury brands need to recognize and understand customers as individually important and analyze the impact factors that improve specific customer equity. With the growing recognition that customer equity is a key strategic asset, this study empirically investigates the effect of customer equity drivers on customer loyalty based on the study of Vogel et al.(2008) which expanded the Rust et al.(2000)'s study on customer equity. We empirically examine if the customer equity drivers have a different impact on customer loyalty. This study hypothesizes that the relative effect of customer equity drivers would be different depending on the purchasing behavior of consumers and examines the effects of them on the relationship of the drivers of customer equity and customer loyalty. We use stepwise multiple regression analysis to empirically test the relationship of value equity, brand equity, and relationship equity and customer loyalty. Relationship equity influences customer loyalty more strongly than value equity and brand equity. Customers seem to build loyalty based on the careful assessment of all costumer equity drivers (value equity, brand equity, and relationship equity). In addition, their relative impact is different depending on the purchasing behavior of consumers. A company cannot maintain all customer equity drivers at a high level with limited marketing resources; therefore, marketing investment for all customer equity drivers need to be allocated differentially depending on the purchasing behavior of consumers.

Brand Equity and Purchase Intention: The Fashion Market in China (상표자산이 구매의도에 미치는 영향: 중국패션시장에서)

  • Lee, Dong-Hae;Choi, Young-Ro
    • Journal of Distribution Science
    • /
    • v.13 no.7
    • /
    • pp.85-90
    • /
    • 2015
  • Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

A Study on the Effect of Customer Equity on Behavioral Intentions: Moderating Effect of Restaurant Type

  • Lee, Sun Lyung;Namkung, Young;Yoon, Hye Hyun
    • Culinary science and hospitality research
    • /
    • v.24 no.2
    • /
    • pp.51-62
    • /
    • 2018
  • The value of the customer's contribution essentially becomes the value of the dining industry in Korea. Therefore, an increase in the customer's equity maximizes the assets of the business. The purpose of this study intends to examine relationships between customer equity and behavioral intentions in restaurant industry and verify the moderating effect of restaurant type. This study takes an integrated perspective on prior literature on customer equity, as well as on aspects of the general restaurant industry related to customer equity, thereby defining the concept of customer equity in a way that reflects the characteristics of the dining industry. A total of 420 patrons in Korea participated. The results showed a positive relationship between brand equity, relationship equity and behavioral intentions. There were moderating effects related to restaurant type in the causal relationships between behavioral intentions. The components of customer equity and relationship equity in casual dining restaurants, and value equity and brand equity in quickservice restaurants significantly by customers differs according to restaurant type. Limitations and future research directions are also discussed.

The Influence of Factors Related to Preparation by Pre-Service Teachers for Gender Equity Education and Teaching Gender Equity

  • Kwon, Yoo-Jin;Jeon, Se-Kyung
    • International Journal of Human Ecology
    • /
    • v.11 no.1
    • /
    • pp.97-107
    • /
    • 2010
  • Gender equity education is ineffective in a public school system even though gender equity education is a current issue in South Korean education. One of the problems is attributed to teacher education because no better gender equity education can be accomplished without teacher preparation. Therefore, the effectiveness of teachers is a very important keyword in teacher education. This study examines learning experience, gender equity value, teacher preparation for gender equity education of pre-service teachers in Gonju, South Korea, the factors that influence teacher preparation for gender equity education, and the instruction of gender equity. A survey was delivered to pre-service teachers in 2008, and the data of 350 pre-service teachers were analyzed. MANOVA and Multiple Regressions were used for analyzing the data. The results will contribute to the development of effective teacher education for gender equity education and information on a partnership between the family and the public school system that is centered on gender equity education.

Customer Equity Drivers and CLV of the Department Stores in Seoul

  • Kim, Hyun-Sook;Min, Ji-Young;Lee, Yu-Ri
    • International Journal of Costume and Fashion
    • /
    • v.10 no.2
    • /
    • pp.73-88
    • /
    • 2010
  • Study aims to identify customer equity drivers and their relative importance, to represent customer lifetime value (CLV) distribution, and to investigate the effect of customer equity drivers and demographics on CLV when shopping apparels at the four big department stores in Seoul. Recently, Korean department stores marked significant decrease in sales volume and it calls for more focus on customer orientation. Customer equity is a managerial concept which considers customers as a valuable asset for business success. Sustainable competitive advantage is attainable when customer equity drivers and CLV are measured, managed and enhanced. results identified four dimensions of customer equity drivers such as 'retail brand equity: 'relationship equity', 'retail service equity', and 'price value equity'. Among them, 'relationship equity' was proved to be the most influencing factor on the customer's store patronage intention. The CLV distribution represented unique characteristics of each department store. The level of CLV depended on such demographics as age and income. Marital status influenced the relationship between perceived customer equity drivers and CLV. It also analyzed competitive structure of the four big department stores in Seoul and offered managerial suggestions. This study provided conceptual framework for the future study of customer equity related to apparel shopping at the department stores as well as managerial implications.

The Effect of CRM Process on Organizational Performance : The Mediating Role of Customer Equity Driver (CRM 프로세스와 조직성과의 관계에 있어서 고객자산가치 요소의 매개역할에 관한 연구)

  • Kim, Hyung-Su;Lee, Ju-Min
    • Journal of the Korean Operations Research and Management Science Society
    • /
    • v.35 no.1
    • /
    • pp.1-17
    • /
    • 2010
  • This article addresses how an organization's customer relationship management (CRM) process affects customer equity drivers and, in turn, organizational performance. By raising a three-staged model including the CRM processes, customer equity drivers, and organizational performance, the authors assert that the customer equity drivers mediate between the CRM processes and organizational performance. The empirical analysis is based on a composite survey structure that gathers data from different types of informants according to the variables. Findings indicate that the expansion process has positive relationship with all the customer equity drivers. However, the acquisition process significantly influences both perceived value equity and brand equity, and the retention process significantly influences relationship equity only. In addition, the study shows that all the customer equity drivers influence the organizational performance given the existing customers. The relationship equity among the customer equity drivers has the strongest effect on the performance.

A Study on Measuring and Defining Dimensions of Fashion Product Customer Equity (의류상품 고객자산 측정 및 선행차원 규명에 관한 연구)

  • Yun, Sun-Young;Ko, Eun-Ju
    • Journal of the Korean Society of Clothing and Textiles
    • /
    • v.30 no.9_10
    • /
    • pp.1389-1399
    • /
    • 2006
  • The purpose of this study was to measure customer equity, to identify customer equity dimensions reflecting characteristics of fashion products, and to understand dimensions that influence customer equity of fashion product. As for this research, an exit poll was conducted at 6 department stores located in Seoul and total 406 responses were used for the analysis. For the data analysis, descriptive statistics(i. e. frequency, percent, $X^{2}$), factor analysis, multiple-regression were used by utilizing SPSS 10.0 program. The results of this study were as follows: First, 35.5% of fashion product customer equity distributes between 1 million and 3 million won, 32.8% between 100,000 won and 1 million won in present. Second, as a result of factor analysis, dimensions of fashion product customer equity consists of 6 factors, including 'personalized relationship', 'discriminative brand image', 'cognitive value', 'beneficial value', 'constant brand image', and 'credible relationship' Third, the effect of fashion product factors on consumer equity, the higher 'personalized relationship', 'unique brand image', and 'trust relationship' are, the higher customer equity is. In conclusion, this study has significance in that it helps measure customer equity by predicting consumer's future purchase behavior in money and to understand influencing factors for fashion product customer equity.

Antecedents of Apartment Brand Equity and a Casualty Model among Its Components (아파트 브랜드 자산의 선행요인과 구성요소 간의 인과관계 모델)

  • Ji, Seong-Goo;Kim, Duk-Su
    • Journal of the Korean housing association
    • /
    • v.20 no.4
    • /
    • pp.59-68
    • /
    • 2009
  • A well-managed brand name (eg., Xi, the #, and I-Park) becomes brand equity. Brand equity affects the name value of brand in question and revenues. Elaborated researches regarding causes and effects forming brand equity, however, are hardly found. This research aims at: (1) examining the relationships among antecedents of apartment brand equity, brand equity components, and brand preference; and (2) proposing marketing strategies for strengthening apartment brand equity. The research method utilized is a survey. The research procedure consists of four steps as follows: (1) literature review; (2) hypotheses construction regarding antecedents and consequences of apartment brand equity; (3) measurement of apartment brand equity; and (4) covariance structure analysis of relationships between antecedents and consequences. This study found following positive relationships. First, the corporate image and apartment advertisement have a positive influence on brand-name recognition/image and perceived quality, consisting of apartment brand equity. Second, brandname recognition/image, perceived quality, and brand-name preference, consisting of apartment brand equity, have a positive influence on a brand affinity. Thus it is concluded that apartment brand equity is strengthened by means of: (1) the distinction of major factors, forming brand equity and enforcing it; and (2) the establishment and implementation of integrated marketing communication (IMC) strategies.

An Empirical Study on the Relationships Among Locus of Control, Organizational Equity Factors and Psychological Organizational Effectiveness (통제 위치와 조직공정성 및 조직유효성의 관계에 관한 연구)

  • Lee, Cheol-Ki;Lee, Kwang-Hee
    • Journal of the Society of Korea Industrial and Systems Engineering
    • /
    • v.33 no.3
    • /
    • pp.208-218
    • /
    • 2010
  • The purpose of this study is to examine the dynamic relationships among locus of control as a individual traits, the three organizational equity factors(distributive equity, procedural equity and interactional equity), individual attitudes and behaviors(job satisfaction, organizational commitment and turnover intention). In this study, we designed research model based on extensive literature review and tested each hypothesis through empirical analysis of which single public organization was the subject. The results are as follows : locus of control negatively affect all the three equity factors. And distributive equity positively affect job satisfaction whereas both procedural equity and interactional equity positively affect organizational commitment. Also only organizational commitment not job satisfaction positively affect turnover intention. The various implications to manage organizational equity, job satisfaction and organizational commitment and the limitations of the study and directions for future research were discussed.