CBBECustomer-Based Brand Equity
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On the basis of the above review, we identified six marketing antecedents that can influence CBBE either directly, or indirectly through brand personality: a) advertising, b) sales promotion, c) brand accessibility, d) service quality, e) brand familiarity, and f) perceived value.
However, this definition could be slightly different from that of Keller (1993), who conceptualized CBBE as the incremental effect of brand knowledge on consumer responses to marketing activities regarding specific brands.
Therefore, the Devotee-base brand equity (DBBE) will be employed in this study as CBBE.
This finding was almost according to some study of destination CBBE written by (Pike et al.
Since the CBBE does not have independent estimates of investment available, gross nominal investment must be imputed from changes in the book value of physical capital with a correction for depreciation, that is [I.
Motahar Ebrahimi Gara Tekan, Mohsen Emami Far, Majid Hajipoormashaiee, Ali Taheri Heshi; The Special Value Assessment of Bank's Brand Name on Basis of CBBE Model (Case Study: Bank Saderat)
The specific objectives of the study are to determine: 1) which of the brand equity aspects the viewers' perceive that Kanal B performs well; 2) how the programs the viewers like differ based on the viewers' demographic characteristics, and what demographic characteristics of the viewers influence their liking of the programs that Kanal B broadcasts, and 3) how the CBBE aspects that are perceived as being performed well by Kanal B differ based on the viewers' demographic characteristics.
In order to accomplish the study objectives, a survey instrument was designed to measure the CBBE, which included multiple-item scales for each dimension of the brand equity.
In this, the path from SI to CBBE was eliminated because it was insignificant in the saturated model ([GAMMA] = .
In regard to Hypothesis 4, the indirect effect between TH and CBBE was stronger (54.
Accordingly, CBBE is defined as "differential effect of brand knowledge on consumer response to marketing of a brand" and differential response is measured as "consumer's reactions to an element of marketing mix, in comparison with reaction to the same marketing mix element attributed to the fictitiously named or unnamed version of product or service".
Hence, a statistical point estimate of CBBE might not be derivable based upon this foundation.