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作者

Ewelina Sokołowska;Katarzyna Pawlak;Grzegorz Hajduk;Anna Dziadkiewicz

来源

CITIES,Vol.130,Issue1,Article 103936

语言

英文

关键字

作者单位

WAT Military University of Technology, Poland;University of Rzeszów, Poland;University of Gdansk, Gdansk, Poland;University of Gdansk, Armii Krajowej Street 101, 81–824 Sopot, Poland;WAT Military University of Technology, Poland;University of Rzeszów, Poland;University of Gdansk, Gdansk, Poland;University of Gdansk, Armii Krajowej Street 101, 81–824 Sopot, Poland;University of Colorado Denver, Denver, CO 80202, United States;Full length article"}]},{"#name":"title","$":{"id":"tm005"},"_":"Brand equity, warranty costs, and firm value"}],"floats":[],"footnotes":[],"attachments":[]},"openArchive":false,"openAccess":false,"document-subtype":"fla","content-family":"serial","contentType":"JL","abstract":{"$$":[{"$$":[{"$":{"id":"st005"},"#name":"section-title","_":"Abstract"},{"$$":[{"$":{"view":"all","id":"sp0005"},"#name":"simple-para","_":"Warranty management is frequently discussed in the context of businesses’ ongoing efforts to reduce costs. However, how marketing can contribute to warranty cost reduction is empirically unclear. This opacity led to the current study, which focused on how warranty claim costs and abnormal warranty accrual costs mediate the relationship between brand equity and firm value—as well as the contingencies for the mediation. The result shows that brand equity reduces warranty claim rate and abnormal warranty accrual rate through which it increases firm value. In addition, product innovativeness decreases the association between brand equity and warranty claims and between brand equity and abnormal warranty accruals. As such, the findings revealed the roles of brand equity and product innovation in warranty cost reduction and thus suggested the need for managers to build and leverage their marketing resources when attempting to control warranty costs."}],"$":{"view":"all","id":"as005"},"#name":"abstract-sec"}],"$":{"view":"all","id":"ab005","lang":"en","class":"author"},"#name":"abstract"}],"$":{"xmlns:ce":true,"xmlns:dm":true,"xmlns:sb":true},"#name":"abstracts"},"pdf":{"urlType":"download","url":"/science/article/pii/S0167811622000076/pdfft?md5=a7cb7830892a6f18c16ffd33666143a2&pid=1-s2.0-S0167811622000076-main.pdf"},"iss-first":"","vol-first":"","isThirdParty":false,"issn-primary-unformatted":"01678116","issn-primary-formatted":"0167-8116"},{"pii":"S1877705813008436","journalTitle":"Procedia Engineering","publicationYear":"2013","publicationDate":"2013-01-01","volumeSupText":"Volume 57","articleNumber":"","pageRange":"869-875","trace-token":"AAAAQCt3UBS1nN36qaXHMuNTCKrSZJTC2hgj8eeNhssC0aAlfwtf4_i0yzOii6v1HDSfxoozlnT8Cx5RtMbrg7vx3qZJTw-aFoX2SBCsnOurG4lAqqVquQ","authors":{"content":[{"#name":"author-group","$$":[{"#name":"author","$":{"id":"aep-author-id5"},"$$":[{"#name":"given-name","_":"Josifas;Vilnius Gediminas Technical University, Sauletekio av. 11, LT-10223 Vilnius, Lithuania"}]},{"#name":"correspondence","$":{"id":"cor0005"},"$$":[{"#name":"label","_":"⁎;PhD Student, Department of Construction Materials and Technologies, BME, Műegyetem rkp. 3, Budapest 1111, Hungary;Associate Professor, Department of Civil Engineering, University of Debrecen, Ótemető u. 2-4., Debrecen 4028, Hungary;Associate Professor, Department of Construction Materials and Technologies, BME, Műegyetem rkp. 3, Budapest 1111, Hungary;School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong Special Administrative Region of China;School of Tourism Management, Sun Yat-Sen University, Tangzhou Rd. 1, Zhuhai, China;Faculty of International Tourism and Management, City University of Macau, Macao;School of Business Administration, Southwestern University of Finance and Economics, Liutai Road, Wenjiang District, Chengdu, Sichuan, China;School of Economics and Management, Inner Mongolia University, Daxuexi Rd.235, Hohhot, Inner Mongolia, China;University of Debrecen, Institute of Marketing and Commerce, H-4032, Debrecen, Böszörményi Str. 138, Hungary;University of Debrecen, Institute of Statistics and Methodology, H-4032, Debrecen, Böszörményi Str. 138, Hungary;Department of Marketing & Supply Chain Management, Walker College of Business, Appalachian State University, United States;Department of Marketing, G. Brint Ryan College of Business, University of North Texas, PO Box 311396, Denton, TX 76203-1396, United States;Department of Marketing, G. Brint Ryan College of Business, University of North Texas, United States

摘要

The article addresses the issue of city brand equity, presenting an overview of the existing models of brand equity assessment as well as the results of a qualitative study conducted on a sample composed of local-government administration and stakeholder organization representatives. The grounded theory method was employed for data analysis, with the use of the Atlas.ti workbench. The results obtained allowed for identification of four dimensions of city brand equity: brand perception, perceived brand quality, brand loyalty and stakeholder involvement in the co-creation of the city's brand. Each dimension has been assigned components. The article fills the gap in the research on the brand equity of Polish cities. It can be of use for the local-government practice concerning city offer development, stakeholder communication, and measurement of the effects arising from the marketing activities aimed at the developing a city's brand.