The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity
Bibliographic record
Abstract
Brand equity is an important issue in marketing construct, which has been shown to influence important marketing variables such as consumer's choice. The aim of this study is to explore the role of independent variables e.g. (brand image and corporate branding) on brand equity and the impact of brand equity on consumer's choice. When the customers own positive aspects of a company and its product e.g. brand image, corporate branding they usually form brand equity and this lead them to have a choice from the products and services of the company. This study develops a framework that explains how independent variables e.g. (brand image and corporate branding) effect on dependent variable which is called consumer’s choice, when brand equity is mediating. A study carried out in Saudi Arabia using 105 respondents as consumers who used any type of smart mobile phone. Path analysis confirmed that, corporate brand had more positive impact on brand equity while the results showed that brand image had no impact on brand equity. In addition, the study illustrated that brand equity had positive impact on customer’s choice.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.003 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.001 |
| Scholarly communication | 0.001 | 0.001 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".