An Analysis of Customer-based Brand Equity in the Field of Agricultural Extension and Education: Multi-Criteria Decision-Making Approach
Subject Areas : Agricultural Extension and Education Research
1 - Associate Professor, Agricultural Extension and Education Department, Garmsar Branch, Islamic Azad University, Garmsar, Iran.
Keywords: Agricultural Extension and Education, Analytic Hierarchy Process, Analytic Network Process, Brand Equity, Higher Education.,
Abstract :
This study aimed to determine the criteria, sub-criteria, and priorities of brand equity (BE) in the agricultural extension and education (AEAE) field at Islamic Azad University. Prioritization and weighting of the BE alternatives of the AEAE field were performed by the use of the Analytic Hierarchy Process (AHP) and Analytic Network Process (ANP) approaches. Given the fact that we targeted customer-based brand equity (CBBE), 28 Ph.D. students with higher knowledge and understanding in the field of AEAE were selected from the Islamic Azad University of Iran using purposive sampling. A questionnaire based on the 1-9 Saati scale was considered our main research tool. The outputs of the sub-criteria priorities based on the weights derived from the Expert Choice and Super Decision software were used to compare the results obtained from the AHP and ANP approaches for the BE in the AEAE field. The results of this study can be utilized by managers and marketers of higher education in the field of agriculture and specifically in (AEAE).
References:
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Aaker, D. A. (1991). Managing brand equity capitalizing on the value of brand name. New York, NY: The Free Press.
Ambler, T. F. J. (1992). The Role of Duty Free in Global Marketing. Business Strategy Review, 3(3), 57–72.
Amelia, S. (2018). The Effect of perceived quality, brand awareness, and brand loyalty toward brand equity of Beer Bintang in Surabaya. CALYPTRA, 7(1), 899-918.
Atwi, S. (2009). Evaluation of open and distance learning Systems with a specific focus on academic performance. Presented in the 23rd Annual Conference of Asian Association of Open Universities, 62-68.
Bagautdinova, N. G., Gorelova, Y. N., & Polyakova, O. V. (2015). University management: From successful corporate culture to effective university branding. Procedia Economics and Finance, 26, 764–768.
Bagozzi, R.P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 37(2), 184–206.
Brickley, J. A., Smith, C. W., & Zimmerman, J. L. (2002). Business ethics and organizational architecture. Journal of Banking and Finance, 26(9). https://doi.org/10.1016/S0378-4266(02)00193-0
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Chapleo, C. (2007). Barriers to brand building in UK universities? Int. J. Nonprofit Voluntary Sect. Mark., 12(1), 23–32.
Chattopadhyay, T., Dutta, R. N., & Sivani, S. (2010). Media mix elements affecting brand equity: A study of the Indian passenger car market. IIMB Management Review, 22(4). https://doi.org/10.1016/j.iimb.2010.09.001
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Chen, C. F., & Tseng, W. S. (2010). Exploring customer-based airline brand equity: Evidence from Taiwan. Transportation Journal, 49(1). https://doi.org/10.2307/40904819
Christodoulides, G., Cadogan, J. W., & Veloutsou, C. (2015). Consumer-based brand equity measurement: Lessons learned from an international study. International Marketing Review, 32(3–4). https://doi.org/10.1108/IMR-10-2013-0242
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8). https://doi.org/10.1016/j.jbusres.2016.01.020
Dias Jr, A., & Ioannou, P. G. (1996). Company and project evaluation model for privately promoted infrastructure projects. Journal of Construction Engineering and Management, 122(1), 71-82.
Doloi, H. (2008). Application of AHP in improving construction productivity from a management perspective. Construction Management and Economics, 26(8), 841-854.
Fayrene Yew-Leh Chieng. (2011). Customer-based brand equity: A study on the interrelationship among the brand equity dimension in Malaysia. AFRICAN JOURNAL OF BUSINESS MANAGEMENT, 5(30).
https://doi.org/10.5897/ajbm10.1385
Girard, T., & Pinar, M. (2021). An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education. Journal of Applied Research in Higher Education, 13(3), 710–740. https://doi.org/10.1108/JARHE-04-2020-0097
Gordon, B. S. (2010). The Impact of Brand Equity Drivers on Consumer-Based Brand Resonance in Multiple Product Settings. The Florida State University, USA.
Guitart, I. A., Gonzalez, J., & Stremersch, S. (2018). Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity. International Journal of Research in Marketing, 35(3). https://doi.org/10.1016/j.ijresmar.2018.03.004
Hsueh-wen Chow a, Guo-Jie Ling a, I-yin Yen b, K.-P. H. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review., 22, 70–79.
Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and t marketing mix. Journal of Business Research, 65(1), 92-99.
Ikram, A., Fiaz, M., Mahmood, A., Ahmad, A., & Ashfaq, R. (2021). Internal Corporate Responsibility as a Legitimacy Strategy for Branding and Employee Retention: A Perspective of Higher Education Institutions. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 52. https://doi.org/https://doi.org/10.3390/joitmc7010052
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, New Jersey, Pearson Education Inc.
Keller, Kevin Lane. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1). https://doi.org/10.1177/002224299305700101
Kotler, P., Pfoertsch, W., & Michi, I. (2006). B2B brand management (p. Vol. 357). Berlin: Springer.
Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of Business Ethics, 95(3). https://doi.org/10.1007/s10551-010-0433-1
Londo˜no, J. C., Elms, J., & Davies, K. (2016). Conceptualizing and measuring consumer-based brand–retailer–channel equity. Journal of Retailing and Consumer Services, 29, 70–81.
Moisescu, O. (2006). A Conceptual Analysis of Brand Loyalty As Core Dimension of Brand Equity. … Conference „Competitiveness and Stability in the ….
Morrison, M. (2013). Why Higher Education Needs Marketing More Than Ever. Advertising Age. http://adage.com/article/cmo‐strategy/higher‐education‐marketing/244820/
Nguyen, T., Dadzie, C., & Davari, A. (2013). Does brand equity mean brand equity? An empirical study of consumer-based brand equity and financial-based brand equity. AMA Summer Educator’ Conference Proceedings, 344–345.
Palmer, A., Koenig-Lewis, N., & Asaad, Y. (2016). Brand identification in higher education: A conditional process analysis. Journal of Business Research, 69(8), 3033–3040. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.018
Pinar, M., Girard, T., & Basfirinci, C. (2020). Examining the relationship between brand equity dimensions and university brand equity: An empirical study in Turkey. International Journal of Educational Management, 34(7). https://doi.org/10.1108/IJEM-08-2019-0313
Plungpongpan, J., Tiangsoongnern, L., & Speece, M. (2016). University social responsibility and brand image of private universities in Bangkok. International Journal of Educational Management, 30(4). https://doi.org/10.1108/IJEM-10-2014-0136
Ramachandran, N. T. (2010). Marketing framework in higher education addressing aspirations of students beyond conventional tenets of selling products. International Journal of Educational Management, 24(6), 544–556.
Rego, L., Brady, M., Leone, R., Roberts, J., Srivastava, C., & Srivastava, R. (2022). Brand response to environmental turbulence: A framework and propositions for resistance, recovery and reinvention. International Journal of Research in Marketing, 39(2). https://doi.org/10.1016/j.ijresmar.2021.10.006
Rojas-Lamorena, ´Alvaro J.; Barrio-García, Salvador Del; Alc´antara-Pilar, J. M. (2022). A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling. Journal of Business Research, 139, 1067–1083. https://doi.org/doi.org/10.1016/j.jbusres.2021.10.025
Sands, G.C. & Smith, R. J. (2000). Organizing for effective marketing communications in higher education: restructuring for your competitive edge in marketing. Journal of Marketing for Higher Education, 9(2), 41-58.
Sarasvuo, S., Rindell, A., & Kovalchuk, M. (2022). Toward a conceptual understanding of co-creation in branding. Journal of Business Research, 139. https://doi.org/10.1016/j.jbusres.2021.09.051
Shinya Watanuki, H. A. (2022). Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimaging studies. Heliyon, 8, e09702. https://doi.org/doi.org/10.1016/j.heliyon.2022.e09702
Suhardi, D. A., Susilo, A., Priyanto, S. H., & Abdi, A. S. (2022). Brand auditing and the development of the brand salience management model of the Statistics Study Program. Journal of Innovation and Entrepreneurship, 11(1), 24. https://doi.org/10.1186/s13731-022-00215-6
Sung, M., & Yang, S. U. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20(4), 357-376.
Suomi, K., Kuoppakangas, P., Hytti, U., Hampden-Turner, C., & Kangaslahti, J. (2014). Focusing on dilemmas challenging reputation management in higher education. International Journal of Educational Management.
Tan, P. L., Rasoolimanesh, S. M., & Govindaraju, M. a/p. (2021). How Corporate Social Responsibility Affects Brand Equity and Loyalty? A Comparison Between Private and Public Universities. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3894298
Tasci, A. D. A. (2021). A critical review and reconstruction of perceptual brand equity. In International Journal of Contemporary Hospitality Management (Vol. 33, Issue 1). https://doi.org/10.1108/IJCHM-03-2020-0186
Tong, X., & Hawley, J. M. (2009). Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions. Journal of Fashion Marketing and Management: An International Journal, 13, 566-581.
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