Empirical Research on the Impact of Brand Awareness on Brand Loyalty: The Mediating Role of Brand Image

This study aims to investigate the impact of sponsorship events on the purchase intent of attendees, mediated by brand image. For the purpose of this study, attendee's purchase intention is treated as a dependent variable and brand image as a mediated variable. Independent variables are: brand awareness, attitude towards the event and event-sponsor fit. The study relied on collecting primary data through a self-prepared questionnaire. In total (400) questionnaires were distributed randomly to the sponsoring event attendees who could be reached by the researcher. Response rate was (96.75) percent. The results revealed all the variables under investigation have a significant effect on attendee’s purchase intention. The major effect on the attendee’s purchase intention was for brand awareness followed by attitude towards the event, the weakest effect was for event–sponsor fit. While the major effect on the attendee’s perception of the sponsoring brand image was for attitude towards the event followed by brand awareness, the event–sponsor fit was excluded. Furthermore, it is found that brand image mediates the relationship between brand awareness, attitude towards the event and attendee’s purchase intention.

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IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY WITH THE MEDIATING ROLE OF CUSTOMER SATISFACTION AND BRAND AWARENESS

International Journal of Marketing Research Innovation ◽

10.46281/ijmri.v5i1.987 ◽

2021 ◽

Vol 5 (1) ◽

pp. 1-15

Author(s):

Umair Abbas ◽

K. M. Anwarul Islam ◽

Sajid Hussain ◽

Muhammad Baqir ◽

Noor Muhammad

Keyword(s):

Customer Satisfaction ◽

Customer Loyalty ◽

Brand Image ◽

Jel Classification ◽

Brand Awareness ◽

Mediating Role ◽

Spss Software ◽

Short Time ◽

The Impact

The study indicates the impact of Brand Image on Customer Loyalty with the Mediating Role of Customer satisfaction and Brand Awareness. A questionnaire is filled by the 300 respondents that are selected through non-probability to measure customer satisfaction and their loyalty to their favorite Brand. The respondent filed the questionnaire according to their favorite brand. In the study 22 statements and 5 points, Likert Scaled survey questionnaire was filled by the 300 respondents. The results were made by using different methods. The result is based on the statistics test which displays that the Image of the brand and customer Loyalty is very significant with Customer Satisfaction and Brand Awareness, but Brand Image is insignificant with Brand Awareness. The result is analyzed through SPSS software for statistical analysis. The study was conducted within a short time and within the limited resources due to the pandemic attack of the COVID-19. In the future study, the major topic is recommended due to the current situation in the world due to the pandemic attack of the COVID-19 impact of any pandemic diseases on customer loyalty. JEL Classification Codes: M31, M39.

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Effects of Brand Image on Purchase Intention and Brand Loyalty: Focused on Mediating Role of the Brand Trust

Culinary Science & Hospitality Research ◽

10.20878/cshr.2017.23.2.014014014 ◽

2017 ◽

Vol 23 (2) ◽

pp. 135-145 ◽

Cited By ~ 1

Author(s):

Han Ji-Soo

Keyword(s):

Brand Loyalty ◽

Purchase Intention ◽

Brand Image ◽

Brand Trust ◽

Mediating Role

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The Role of Social Media on Sponsorship Activation

Studia Universitatis Babeş-Bolyai Educatio Artis Gymnasticae ◽

10.24193/subbeag.66(1).11 ◽

2021 ◽

Vol 66 (1) ◽

pp. 111-126

Author(s):

Mihai Constantin Răzvan Barbu ◽

George Bogdan Burcea ◽

Dragoş Laurenţiu Diaconescu ◽

Marius Cătălin Popescu ◽

Leonardo Daniel Păsărin ◽

...

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Financial Support ◽

Brand Image ◽

Consumer Preferences ◽

Brand Awareness ◽

Sport Organizations ◽

The Social ◽

Or Organization

"ABSTRACT. Globally, sponsorship has grown impressive over the last 30 years, receiving an increased importance in the communication mix of companies. Sport organizations have understood the importance and the role sponsorship it plays for the financial support they need. Sponsorship is the material support of an event, activity or organization by an unaffiliated partner. It is a good way to increase brand awareness, which helps to generate consumer preferences and promote brand loyalty and also improves the brand image. Brands play an important role in the development of companies because they bring a number of benefits to them. The paper ""Innovation’s impact on sponsorship activation"" aims to present a series of theoretical elements of activating sponsorship, as well as the element of innovation in this process, an element represented by the social media presence in our lives and in the last part of the paper is presented a study based on a survey on our topic."

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Effects of Brand Image on Purchase Intention and Brand Loyalty: Focused on Mediating Role of the Brand Trust

Culinary Science & Hospitality Research ◽

10.20878/cshr.2017.23.2.014 ◽

2017 ◽

Vol 23 (2) ◽

pp. 135-145 ◽

Cited By ~ 3

Author(s):

Han Ji-Soo

Keyword(s):

Brand Loyalty ◽

Purchase Intention ◽

Brand Image ◽

Brand Trust ◽

Mediating Role

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THE IMPACT OF CHOCOLATE BRAND IMAGE, SATISFACTION, AND VALUE ON BRAND LOYALTY // UTICAJ IMIDŽA BRENDA ČOKOLADE, ZADOVOLJSTVA I VRIJEDNOSTI NA LOJALNOST BRENDA

EMC Review - Časopis za ekonomiju - APEIRON ◽

10.7251/emc1801037p ◽

2018 ◽

Vol 15 (1) ◽

Author(s):

Adis Puška ◽

Ilija Stojanović ◽

Selma Berbić

Keyword(s):

Empirical Research ◽

Bosnia And Herzegovina ◽

Brand Loyalty ◽

Structural Model ◽

Brand Image ◽

Brand Value ◽

Direct Effects ◽

The Impact ◽

Practical Recommendations ◽

Brand Satisfaction

This paper deals with direct effects ofbrand image, satisfaction and value on consumer loyaltytowards branded chocolates. In the empirical research, a model with these four brand dimensions was established to examine different direct effects - how brand image is related to brand satisfaction and its value, and how brand satisfaction is related to brand value. The research was conducted in Bosnia and Herzegovina andincluded 432 respondents based on a snowball sample. The results show that the established structural model is factual,enabling the acceptance of set hypotheses. It has also been proven that the brand satisfaction has the greatest impact on brand loyalty.Based on the findings, the paper additionally contains practical recommendations for production to creating a brand of chocolate.

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EDUCATIONAL BRANDING IN PRIVATE SPANISH UNIVERSITIES: BUILDING BRANDS THAT THE PUBLIC FALL IN LOVE WITH

Journal of Management and Business Education ◽

10.35564/jmbe.2020.0010 ◽

2020 ◽

Vol 3 (2) ◽

pp. 145-163

Author(s):

Javier Casanoves-Boix ◽

Inés Küster-Boluda ◽

Natalia Vila-López

Keyword(s):

Brand Loyalty ◽

Brand Image ◽

Private Universities ◽

The Public ◽

Service Staff ◽

Quantitative Sample ◽

Brand Capital ◽

Spanish Universities ◽

The Impact

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the variables of brand capital at the educational level and, in particular, the importance of building brand image to maximize the perception of brand capital in Spanish private universities. At the same time, there are significant differences in perception among the different university agents involved, being the service staff the highest average in all variables, such as: (1) brand awareness, (2) brand image, (3) perceived quality and (4) brand loyalty.

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Self-Concept, Gender, And Product Type: An Investigation Of Brand Loyalty

Journal of Business & Economics Research (JBER) ◽

10.19030/jber.v10i1.6731 ◽

2011 ◽

Vol 10 (1) ◽

pp. 25

Author(s):

Joseph F. Rocereto ◽

Joseph B. Mosca

Keyword(s):

Brand Loyalty ◽

Brand Image ◽

Product Type ◽

Self Concept ◽

Consumer Attitude ◽

Font Size ◽

Proposed Model ◽

Hedonic And Utilitarian Products ◽

The Impact

Numerous studies have investigated the impact of self-concept brand image congruity on brand loyalty. However, there is a dearth of literature which has assessed this relationship across different product types. Furthermore, there is a lack of understanding regarding the role that gender may play in the creation of such brand loyalty. This study investigates the effects of self-concept brand image congruity on consumer attitude formation and resulting brand loyalty across two different types of products (i.e., hedonic and utilitarian products) and assesses the moderating role of gender within each product type setting. Results reveal that the proposed model is sufficiently robust to explain the effects of self-concept brand image congruities across different product types. Furthermore, this study indicates that gender serves as a moderator in both product type settings, however, in theoretically important different manners.

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The Impact of Brand Equity of Global Pharmaceutical Companies on Prescriptions Decisions of Physicians in Jordan: The Moderating Role the Performance of Medical Representatives

Research in World Economy ◽

10.5430/rwe.v12n2p302 ◽

2021 ◽

Vol 12 (2) ◽

pp. 302

Author(s):

Eyad Mustafa AL-Ghanem

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Pharmaceutical Companies ◽

Brand Association ◽

Study Population ◽

The Impact ◽

Moderating Role

This study aimed to identify the impact of the brand equity and its dimensions (brand awareness, brand association, perceived quality, and brand loyalty) of Global Pharmaceutical Companies on Prescriptions decisions of physicians in Jordan.The population of sample were the Jordanian physicians, the study tool was questionnaire, which was distributed to connivance sample (Physicians), the data was collected from (240) participants of study population, the data collected were analysed by using the Smart-PLS software.The study result is finding that statistically significant effect of the brand equity of global pharmaceutical companies on Prescriptions decisions of physicians in Jordan, and this effect was positiveGlobal pharmaceutical companies need to focus more on all study variables (dimensions of brand equity) because they have a role of enhancing the prescription decisions of physicians.

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