Construing Loyalty through Perceived Quality and Brand Identification: The Mediating Role of Brand Trust and Brand Relationship Closeness: An Abstract

2019 ◽  
pp. 231-232
Author(s):  
Tai Anh Kieu
Keyword(s):  
Perceived Quality ◽  
Brand Trust ◽  
Brand Identification ◽  
Mediating Role ◽  
Relationship Closeness ◽  
Brand Relationship

Leveraging Brand Loyalty in Service Branding: The Role of Satisfaction

2015 ◽  
Vol 1 (6) ◽  
pp. 17-23 ◽  
Author(s):  
Heang Sotheara ◽  
Dr. Zhang Jing ◽  
Yen Yat
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Positive Experience ◽  
Mediating Role ◽  
Brand Relationship ◽  
The Impact

The paper is aimed to explore the impact of perceived quality, customer-brand relationship and derived-positive experience on brand loyalty from consumer banking perspectives. It extends to investigate the mediating effect of customer satisfaction on brand loyalty in service branding. The study provides further insight into the mediating role of customer satisfaction toward brand loyalty giving important theoretical contributions and managerial implications in the marketing domain. The finding confirms significant contributions to perceived quality, customer-brand relationship and derived-positive experience which add extra values to service brand loyalty. The result extends to the mediating role of customer satisfaction confirming partial and full mediation effect that facilitates the value in determining the degree of brand loyalty. The finding suggests practical implication for marketing practitioners to realize every single effort that communicates the values to the customers and only applies the most relevant branding strategies that fit service domains the most.

A New Perspective of Salesperson Motivation and Salesforce Outcomes: The Mediating Role of Salesperson-Brand Identification

2017 ◽  
Vol 25 (4) ◽  
pp. 357-374 ◽  
Author(s):  
Michael L. Mallin ◽  
Bashar S. Gammoh ◽  
Ellen Bolman Pullins ◽  
Catherine M. Johnson
Keyword(s):  
Brand Identification ◽  
Mediating Role ◽  
New Perspective

Effect of Influencer Marketing on Online Impulse Purchase

2021 ◽  
Vol 19 (3) ◽  
pp. 49-64
Author(s):  
Jay P. Trivedi
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Mediating Role ◽  
Brand Engagement ◽  
Brand Relationship ◽  
Online Consumer ◽  
Impulse Purchase ◽  
Impulse Buying Tendency

Fashion retailers are increasingly using influencer marketing to build a consumer-brand relationship. However, influencer marketing remains an understudied area, and choosing from among traditional attractive celebrity influencers and expert influencers remains a conundrum for marketers. Hence, this research examines the comparative effectiveness of an attractive celebrity influencer, vis-à-vis an expert influencer on online consumer-brand engagement, further resulting in an online impulse purchase. The moderating role of impulse buying tendency between online consumer-brand engagement and online impulse purchase is also examined. Using survey data from respondents following fashion influencers, the author tested the proposed hypotheses using structural equation modeling. The findings indicate that attractive celebrity influencers exhibit a significant effect on online consumer-brand engagement, which further leads to online impulse purchase. The findings also establish the moderating effect of impulse buying tendency and the mediating role of online consumer-brand engagement.

Empirical Investigation of Relationship Among Destination Brand Equity Dimensions

2019 ◽  
Vol 10 (3) ◽  
pp. 74-90
Author(s):  
Vikrant Kaushal ◽  
Suman Sharma ◽  
Nurmahmud Ali
Keyword(s):  
Brand Equity ◽  
Empirical Investigation ◽  
Structural Model ◽  
Perceived Value ◽  
Perceived Quality ◽  
Destination Image ◽  
Mediating Role ◽  
Equation Modelling ◽  
Destination Brand

The concept of destination brand equity remains an intriguing area for scholars and practitioners, yet an empirical investigation of its structural composition and interrelationship among its constituent dimensions remains inadequate. This study proposes a theoretical model where in addition to assessing a model adequacy, mediation analysis has been carried out with the help of structure equation modelling. Specifically, it investigates the interplay among five crucial dimensions of destination brand equity: destination brand awareness, destination image, perceived quality, perceived value, and tourist loyalty. A structural model with mediating role of perceived value dimension has been empirically verified for an Indian tourism destination. The results indicate that perceived value is central to the realisation of impacts of destination image and perceived quality on loyalty shown by the tourists toward the destination. Drawing on the results of the analyses several implications have been put forward.

Emotional Branding Scale and Its Role in Formation of Brand Trust

Paradigm ◽  
2019 ◽  
Vol 23 (2) ◽  
pp. 148-163
Author(s):  
Vikas Singla ◽  
Gaurav Gupta
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Perceived Quality ◽  
Brand Trust ◽  
Brand Association

The importance of emotional branding (EB) strategy in building long-term and sustainable psychological links with consumers had been sufficiently highlighted in literature. However, very few research attempted to provide a structured tool for its measurement. This study proposed a 13-point four-factor multidimensional scale which could be used to measure EB formally. Dimensions measuring EB were derived from literature and then examined on three different brands in order to achieve a reliable and valid scale. Findings suggested brand loyalty, brand association, perceived quality and brand personality as constructs which would form the scale. The second part of the study was devoted to understand the role of these constructs in achieving ultimate goal of branding, that is, to infuse trust in consumers. A key finding suggested that emphasis on brand loyalty results in formation of trust and mitigates scepticism. Also, trust was positively and significantly impacted by brand loyalty and association, whereas a mismatch of brand personality with emotions reflected by brand could result in scepticism.

When is transparent packaging beneficial?

2020 ◽  
Vol 48 (8) ◽  
pp. 781-801 ◽  
Author(s):  
Ouidade Sabri ◽  
Hai Van Doan ◽  
Faten Malek ◽  
Hager Bachouche
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Product Category ◽  
Perceived Quality ◽  
Content Type ◽  
Mediating Role ◽  
High Level ◽  
Positive Effect ◽  
Moderating Role

PurposeThe purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category.Design/methodology/approachTwo separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used.FindingsThe moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR.Practical implicationsThe results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR.Originality/valueThis paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

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