FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W217021156> ?p ?o ?g. }

• W217021156 startingPage "76" @default.
• W217021156 abstract "[Abstract] Brand equity practically boils down to word of mouth and purchase behavior of customers. Brand-knowledge structures in minds of customers are source or foundation of brand equity. Customer-level brand equity can be captured by five aspects: awareness, associations, attitude, attachment, and activity. In this article, we measure brand equity of six major mobile phone brands in Chinese market, which include four foreign and two local ones. A total of 174 respondents from one major university in Beijing were surveyed for data collection. The survey was conducted to obtain insights on how consumers form attitudes towards different mobile phone brands. In study, we attempt to understand attributes to which customers give greater focus. Furthermore, we create brand perceptual map and ideal line in order to understand advantages and disadvantages of different brands. The data analysis results show that international brands outperform local brands in terms of customer-based brand equity in Chinese market. Based on two studies, we further explore and discuss how local brands should improve their brand equities to compete with international brands. [Keywords] Brand equity; brand improvement; mobile phone; Chinese market Introduction Since China's accession to World Trade Organization (WTO) in 2001, many localbrands have been facing mounting challenges from foreign competition. This is most obvious in industries that government has entirely opened to foreign participation, such as mineral water industry and mobile phone industry. In this research, we focus on mobile phone industry. In Chinese mobile phone market, an interesting phenomenon is worth examination: as a result of fierce competition, landscape of market share ranking has been dramatically changing amongst competitors. For a long period in 1990s, three foreign mobile phone brands, namely, Motorola, Nokia, and Ericsson, nearly dominated whole Chinese market. This situation changed soon after local brands, including Bird and TCL, started to size up. However, situation has been undergoing another flip since 2005 when foreign brands have adjusted their competition strategies. Both foreign and local brands take turns capitalizing their competitive position in Chinese mobile phone market. Essentially, this entails need for both local and foreign brands to gain a clear understanding of their customers' preferences in terms of mobile phone features and their competitive position in customers' perceptions so that they can establish their own brand improvement strategies and take full competitive advantage. The major purpose of this research is twofold: (1) to compare local and foreign mobile phone brands in Chinese market with respect to customers' perceptions, and (2) to formulate brand improvement strategies for mobile phone brands, both foreign and local, that are in a disadvantageous competitive positions in all aspects of customers' perceptions. Theoretical Background Building and properly managing brand equity has become essential for most companies. More and more companies have already realized that brand equity is one of their most valuable intangible assets. Maintaining and enhancing strength of company brands has therefore become an important management imperative (Keller & Lehmann, 2006). In relation to this, Keller (1993) defined term customer-based brand equity (CBBE) as the differential effect of brand knowledge on customer response to marketing of brand. Brand equity is widely accepted as a multidimensional concept that consists of brand loyally, brand awareness, perceived quality, brand associations, and other proprietary assets (Aaker, 1996). The rewards for building strong brand equity are obvious. However, problem lies in fact that only a few managers are able to objectively assess strengths and weaknesses of their brands. …" @default.
• W217021156 created "2016-06-24" @default.
• W217021156 creator A5028733349 @default.
• W217021156 creator A5087316045 @default.
• W217021156 creator A5077227813 @default.
• W217021156 date "2007-07-01" @default.
• W217021156 modified "2023-09-24" @default.
• W217021156 title "Customer-Based Brand Equity and Improvement Strategy for Mobile Phone Brands: Foreign versus Local in the Chinese Market" @default.
• W217021156 hasPublicationYear "2007" @default.
• W217021156 type Work @default.
• W217021156 sameAs 217021156 @default.
• W217021156 citedByCount "14" @default.
• W217021156 countsByYear W2170211562012 @default.
• W217021156 countsByYear W2170211562013 @default.
• W217021156 countsByYear W2170211562014 @default.
• W217021156 countsByYear W2170211562015 @default.
• W217021156 countsByYear W2170211562016 @default.
• W217021156 countsByYear W2170211562017 @default.
• W217021156 crossrefType "journal-article" @default.
• W217021156 hasAuthorship W217021156A5028733349 @default.
• W217021156 hasAuthorship W217021156A5077227813 @default.
• W217021156 hasAuthorship W217021156A5087316045 @default.
• W217021156 hasConcept C112698675 @default.
• W217021156 hasConcept C127413603 @default.
• W217021156 hasConcept C144133560 @default.
• W217021156 hasConcept C152455256 @default.
• W217021156 hasConcept C162853370 @default.
• W217021156 hasConcept C205971072 @default.
• W217021156 hasConcept C2777421447 @default.
• W217021156 hasConcept C57375061 @default.
• W217021156 hasConcept C76155785 @default.
• W217021156 hasConceptScore W217021156C112698675 @default.
• W217021156 hasConceptScore W217021156C127413603 @default.
• W217021156 hasConceptScore W217021156C144133560 @default.
• W217021156 hasConceptScore W217021156C152455256 @default.
• W217021156 hasConceptScore W217021156C162853370 @default.
• W217021156 hasConceptScore W217021156C205971072 @default.
• W217021156 hasConceptScore W217021156C2777421447 @default.
• W217021156 hasConceptScore W217021156C57375061 @default.
• W217021156 hasConceptScore W217021156C76155785 @default.
• W217021156 hasIssue "3" @default.
• W217021156 hasLocation W2170211561 @default.
• W217021156 hasOpenAccess W217021156 @default.
• W217021156 hasPrimaryLocation W2170211561 @default.
• W217021156 hasRelatedWork W1520886373 @default.
• W217021156 hasRelatedWork W1546585552 @default.
• W217021156 hasRelatedWork W1549235511 @default.
• W217021156 hasRelatedWork W1574682103 @default.
• W217021156 hasRelatedWork W1592080430 @default.
• W217021156 hasRelatedWork W1833914592 @default.
• W217021156 hasRelatedWork W1988447536 @default.
• W217021156 hasRelatedWork W2091322616 @default.
• W217021156 hasRelatedWork W2113886960 @default.
• W217021156 hasRelatedWork W2163000154 @default.
• W217021156 hasRelatedWork W2266639535 @default.
• W217021156 hasRelatedWork W2333925990 @default.
• W217021156 hasRelatedWork W2347857164 @default.
• W217021156 hasRelatedWork W2582049408 @default.
• W217021156 hasRelatedWork W2592576650 @default.
• W217021156 hasRelatedWork W2975610467 @default.
• W217021156 hasRelatedWork W2976574069 @default.
• W217021156 hasRelatedWork W3126108646 @default.
• W217021156 hasRelatedWork W3151387631 @default.
• W217021156 hasRelatedWork W334028194 @default.
• W217021156 hasVolume "3" @default.
• W217021156 isParatext "false" @default.
• W217021156 isRetracted "false" @default.
• W217021156 magId "217021156" @default.
• W217021156 workType "article" @default.