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The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity  [cached]
Erfan Severi,Kwek Choon Ling
Asian Social Science , 2013, DOI: 10.5539/ass.v9n3p125
Abstract: According to Marketing Science Institute (2002), one of the major objectives of marketing research is to assess the strength of brand equity. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the consumer decision making process (Norjaya Mohd. Yasin & Abdul Rahman Zahari, 2011). The aim of this study is to find out the indirect relationship amongst the brand equity dimensions on brand equity. For the purpose of this study, brand equity dimensions include brand association, brand awareness, brand loyalty, perceived quality and brand image. In this study, a sum of 300 usable questionnaires were gathered. The result indicates a mediating relationship amongst the dimensions of brand equity on brand equity.
Veeva Mathew,Sam Thomas,Joseph I Injodey
Economic Review : Journal of Economics and Business , 2012,
Abstract: Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development ofbrand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible.This paper attempts to understand the interrelationships among key formative indicators of brand equity, using beliefattitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and loyalty intentions. Using Sequential Chi-square Difference Test in Structural Equations Modelling, the researchers identified the mediating role of brand commitment and loyalty intentions, in the formation of brand equity.
The Impact of Brand Image Towards Loyalty with Satisfaction as A Mediator in McDonald’s  [cached]
Fransisca Andreani,Tan Lucy Taniaji,Ruth Natalia Made Puspitasari
Jurnal Manajemen dan Kewirausahaan , 2012,
Abstract: The objective of this paper is to examine the impact of McDonald’s brand image towards customer loyalty with customer satisfaction as a mediator by using descriptive and Partial Least Square (PLS) analyses. The results show that three hyphotheses are accepted which mean that there is a positive impact of strength of brand association towards customer loyalty, there is a positive impact of strength of brand association towards customer satisfaction, and there is a positive impact of customer satisfaction towards customer loyalty.
Brand Loyalty and Relationship Marketing in Islamic Banking System  [cached]
Maznah Wan Omar Maznah Wan Omar,Mohd Noor Mohd Ali
Canadian Social Science , 2010,
Abstract: Islamic banks ability to withstand the global downturn has fuelled an expansion of Islamic finance around the world. Islamic banks have learned that customer loyalty and brand loyalty must be earned. Brand loyalty and relationship marketing among banking consumers particularly in the islamic banking system in Malaysia has captured great interest among the Malaysian public as a whole (i.e. relationship between employees and customers). Relationship marketing is not more than just getting the customers but it is also how to maintain the existing customers as much as possible. There are important dimensions that supported the strength of relationship marketing that can lead to brand loyalty. In relation, brand loyalty refers to the favorable attitude towards a brand in addition to purchasing it repeatedly by the customer. The customer tend to be loyal since there is relationship marketing between them and the organization. This study will show the influence of relationship marketing through Bank Islam employees in Malaysia on Brand Loyalty.The data for this study will be acquired from 3 Bank Islam business premises in Pulau Pinang, Kedah, and Perlis which represent the northern states of Peninsular Malaysia. Various data-analytic tools will be used to analyze the data such as test of differences, reliability analysis, factor analysis, and multiple regression analysis.The study tries to determine how relationship marketing which is measured through three dimensions, that is Customer trust on Bank Islam staff, Bank Islam Staff commitment during the service delivery, and the communication skills among Bank Islam Staff can have an influence on Brand Loyalty among Bank Islam customers. Key words: Islamic Banking System; Brand Loyalty; Relationship Marketing Résumé: La capacité des banques islamiques à résister au ralentissement mondial a alimenté une expansion de la finance islamique dans le monde. Les banques islamiques ont appris que la fidélité des clients et la fidélité à la marque doivent être obtenues. La fidélité à la marque et le marketing relationnel auprès des consommateurs, notamment dans le système bancaire islamique en Malaisie, ont captivé beaucoup d’attention du public malaisien en général (à savoir la relation entre les employés et les clients). Le marketing relationnel n'est pas seulement d'attirer les clients mais aussi de maintenir la clientèle existante autant que possible. Il y a des dimensions importantes qui ont soutenu la force du marketing relationnel qui peut mener à la fidélité des clients à la marque. La fidélité à la marque fait réfé
The impact of social identity of brand on brand loyalty development
Zohreh Dehdashti,Mehdi Jafarzadeh Kenari,Alireza Bakhshizadeh
Management Science Letters , 2012,
Abstract: During the past few years, there have been increasing discussions on the impact of brand in business units. Many researchers have concluded that the best way to increase sales is to introduce the brand in society. In this study, we consider the impact of brand identity on increasing product loyalty in one of Iranian dairy products. The proposed study is implemented in city of Tehran by choosing 475 people. The proposed model is analyzed using structural equation model and factor analysis. The results indicate that there is a direct positive relationship between brand and loyalty and a powerful brand could help setup a long-term relationship between customer and firm, which leads to brand loyalty. In other words, brand identity influences perception value, customer satisfaction, brand trust while perception value influences customer satisfaction and brand trust. In addition, customer satisfaction influences brand trust, brand trust influences customer loyalty and finally brand identity indirectly influences customer loyalty.
Retail Brand Equity: Measurements through Brand Policy and Store Formats  [PDF]
Magali Jara
American Journal of Industrial and Business Management (AJIBM) , 2018, DOI: 10.4236/ajibm.2018.83038
Abstract: This research extends findings on the retail brand equity in measuring the impact of its antecedents on the loyalty to the brand and to the store. This article raises questions about the sustainable created value by standard retail brands mostly oriented to functional components. The retail branding policy and store formats moderate results. This research adopts a PLS-Path modeling to test the retail brand equity model and its variations and then to provide a synthetic calculation of the retail brand equity. Results show that the standard retail brand equity leads to the loyalty to the brand and to the store. It varies according to: 1) the store brand policy (store’s own-named) appears to be a winning option maximizing the loyalty; 2) the “popular store” format—combining supermarket and department store—reinforces the sustainable relationship with customers because of the high level of service. By calculating scores, Carrefour brand maximizes the relationships within the model. This work focuses on French standard retail brands excluding other retail brands (such as generics or premium). Results also focus on one product category. The retailer’s positioning variable extends previous contributions leading to more consistent results. This research is also focused on the antecedents of retail brand equity too less studied: Benefits (received from their consumption) and the packaging of the branded product are thus integrated. Hence, perspectives for practitioners are suggested.
Miao-Que Lin,Bruce C. Y. Lee
International Journal of Electronic Business Management , 2012,
Abstract: Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect. Though antecedents of brand affect and trust have received attention, the relationship among these antecedents, brand affect and brand trust still remains unclear. Therefore, this study views website environmental design and website interactivity as the independent variables, brand trust and brand affect as the mediators, and brand loyalty as the dependent variable to construct a conceptual model. We choose online bookstores as the research sample and conduct Structural Equation Modeling (SEM) to test the hypotheses. Study result shows that website environment design and interactivity will generate higher brand loyalty through an increase in brand affect and brand trust. Managerial implications and suggestions for future research are provided in the final section.
The Impact of Distribution Intensity on Brand Preference and Brand Loyalty
Ahmed H. Tolba
International Journal of Marketing Studies , 2011, DOI: 10.5539/ijms.v3n3p56
Abstract: Several studies attempted to conceptualize and measure brand equity. Brand equity constructs identified include awareness, associations, perceived quality, and loyalty, among others. Further, brand performance has been operationalized in terms of market share, ability to charge price premium, and distribution coverage. While most studies focused on consumer-based constructs, few researchers tested the effect of distribution intensity on brand performance. This study advances a model that links distribution intensity with brand preference and loyalty, and empirically tests it on the fuel industry in Egypt. First, in-depth interviews with industry experts were conducted to validate research hypotheses. Then, online surveys were distributed to test model relationships on four leading brands. Results revealed that affect, satisfaction, perceived quality, as well as distribution intensity significantly affected brand preference; which in turn was the key driver to brand loyalty. It is recommended that firms consider the role of distribution while developing marketing strategies and brand-building activities.
Brand Loyalty: Impact of Cognitive and Affective Variables
Annals of Dun?rea de Jos University. Fascicle I : Economics and Applied Informatics , 2009,
Abstract: Studies on brand loyalty typically focus on the behavioural side ofbrand loyalty or on the attitudinal side. Rare are the studies that examinesimultaneously both components of brand loyalty. The present study wasperformed to describe the conjoint contribution of cognitive and affectivevariables in the formation of brand loyalty. A questionnaire was administered to400 shampoo users. A confirmatory analysis was performed to test theconceptual model presented. The results provide a better knowledge about therole played by each factor in brand loyalty formation and emphasises the majorrole played by affective factors.
Pero Petrovic, Aleksandar Zivkovic
FBIM Transactions , 2015, DOI: 10.12709/fbim.
Abstract: The modern banking requires a new quality in the provision of banking services, and that means a change in creating a good image of the particular bank. Brand is the need for financial institutions to manage its users in a way that provides them satisfaction, two-way communication and trust developing into loyalty was created. After creating a quality brand, including the resolution of problems in the process, special attention is focused on brand management. The significance of providing a high level satisfaction and loyalty is particularly visible in the commercial banking market, with intense competition, battle for clients and their devotion, but also constantly increasing client’s demands. Maintaining stable profitability in such conditions is determined with strategic turn by commercial banks, from classic transactions and intense acquisition of new customers, towards retention of existing clients and building long-term relations with them. Creation of satisfaction and loyalty in the devotion and treating clients like partners and not just like value users. Changes influencing the adoption of marketing orientation of the banking sector and two-way communication to the user. Right now the user has a key role in the creation of the brand as compared to their expectations and perceptions of service creates brand value offers range of services and the value of the corporate brand banks. Some of these changes have created numerous opportunities, while others acted to constrain the realization of business objectives and competitive bank.
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