The Impact of Celebrity Endorsement and Celebrity Co-branding on Perceived Quality: The Role of Celebrity Application Frequency Within a Brand

2017 ◽  
pp. 55-63
Author(s):  
Olivier Reimann ◽  
Udo Wagner ◽  
Heribert Reisinger
Keyword(s):  
Perceived Quality ◽  
Celebrity Endorsement ◽  
Application Frequency ◽  
The Impact

scholarly journals The role of celebrities for the image of endorsed products

2020 ◽  
Vol 14 (1) ◽  
pp. 838-846
Author(s):  
Adriana Opris ◽  
Corina Pelau ◽  
Laura Lazar
Keyword(s):  
Social Status ◽  
Quantitative Research ◽  
Celebrity Endorsement ◽  
The Social ◽  
The Impact

AbstractCelebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement. In an age with an abundance of details and advertising, the celebrities ‘ glamour has the power to increase the advertised product’s exposure and to attract the attention of the consumer. Several researches have focused on analyzing the impact of celebrity endorsement on the success of brands by pointing out the importance of the match between the celebrities’ personality and the image of the endorsed brand. Besides the positive aspects, there have been also pointed out the different disadvantages of using celebrities in advertising such as the overshadowing effect or the exaggerated costs involved. The results of our quantitative research have shown that, although there is not a high declared interest in celebrity endorsement, it has a role especially in shaping the social status of the consumer and that women are more attracted by celebrity endorsed product in comparison to men. :

scholarly journals “VIETNAMESE CONSUMES VIETNAMESE PRODUCTS”: THE ROLE OF ETHNOCENTRISM, PERCEIVED QUALITY AND PERCEIVED PRICE ON WILLINGNESS TO BUY

2011 ◽  
Vol 14 (3) ◽  
pp. 56-67
Author(s):  
Hau Nguyen Le ◽  
Quynh Truc Tran ◽  
Anh Duc Le
Keyword(s):  
Structural Model ◽  
Positive Impact ◽  
Perceived Quality ◽  
Willingness To Buy ◽  
Perceived Price ◽  
Managerial Implications ◽  
Using Data ◽  
The Impact ◽  
Domestic Products

This study investigates the impact of ethnocentrism, perceived quality and perceived price on the extent of consumer willingness to buy domestic garment products. A structural model has been estimated using data collected from 422 consumers in HCM city. The results indicate that perceived price and ethnocentrism have direct positive impacts and perceived quality have indirect positive impact on the willingness to buy domestic products. Perceived quality and ethnocentrism also have an impact on the perceived price. Based on these findings, theoretical as well as managerial implications have been discussed.

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

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.

Mid- to low-end fashion brand personality affects consumers' perceived quality, commitment, and loyalty

2019 ◽  
Vol 47 (7) ◽  
pp. 1-14
Author(s):  
Su Jin Yang ◽  
Yuri Lee
Keyword(s):  
Brand Personality ◽  
Critical Role ◽  
Perceived Quality ◽  
Mediating Effects ◽  
Personality Dimension ◽  
Personality Dimensions ◽  
Fashion Brand ◽  
The Impact ◽  
Significant Mediator

To gain insight into fashion brands that are newly entered in the market of a country with emerging economies, we compared Chinese versus Korean consumers' perception of Western (European) versus Eastern (Korean) mid- to low-end brands. We identified sincerity, competence, and excitement as brand personality dimensions, and used brand commitment and perceived quality as mediating variables, with the brand personality dimensions as independent variables, to predict affective loyalty. Results showed that competence and sincerity significantly predicted affective loyalty toward both Western and Eastern brands, and excitement played an essential role in loyalty to Eastern brands. Perceived quality mediated the impact of each brand personality dimension on affective loyalty, but for the Western brands the mediating effects of commitment were significant for sincerity and excitement only, and for the Eastern brands commitment was a significant mediator of the effects of competence and excitement only. These results increase understanding of how consumers perceive Western versus Eastern fashion brands, by providing empirical evidence of the critical role of brand personality in the formation of affective loyalty.

scholarly journals The Effect of Country‐of‐Origin Image on Purchase Intention. The Mediating Role of Perceived Quality and Perceived Price

2020 ◽  
Vol 5 (6) ◽  
Author(s):  
Amina Merabet
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Mediating Role ◽  
Perceived Price ◽  
Country Of Origin Image ◽  
The Impact ◽  
The Relationship

This study aims to evaluate the impact of Country-of-origin image on purchase intention through two mediating variables (perceived quality and perceived price). After a short literature review, an empirical study was conducted among 120 participants. Results indicate that the country-of-origin Image has a positive impact on perceived quality and perceived price. They also highlight the mediating role of perceived price in the relationship between Country‐of‐origin image and purchase intention.

How does brand innovativeness affect brand loyalty?

2016 ◽  
Vol 50 (1/2) ◽  
pp. 2-28 ◽  
Author(s):  
Ravi Pappu ◽  
Pascale G. Quester
Keyword(s):  
Brand Loyalty ◽  
Brand Management ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Performance Metric ◽  
Brand Innovativeness ◽  
The Impact

Purpose – This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory. Design/methodology/approach – The conceptual model was tested in two empirical studies for three global consumer electronics brands in two product categories. Data were collected using a mall-intercept approach from consumers at a major shopping precinct in a metropolitan city. The data were analyzed using structural equation modeling. Findings – The results provide compelling evidence for the proposed mediation relationship. Study 1 shows that perceived quality fully transmits the impact of brand innovativeness on to brand loyalty. Study 2 confirms this mediation relationship. Practical implications – The results can help product managers in their brand management and promotion of new products. Originality/value – Emerging research on consumer-level effects of innovativeness provides conflicting advice regarding how consumers’ perceptions of brand innovativeness affect intangible assets such as loyalty toward the brand. The present research reconciles contradictory findings in the literature by uncovering a different route through which consumer perceptions of brand innovativeness affect a key brand performance metric: brand loyalty. Specifically, the present study fills an important knowledge gap in the innovativeness literature and deepens our understanding of the relationship between brand innovativeness and brand loyalty by empirically examining and confirming the role of a hereto overlooked intervening variable, perceived quality.

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis ◽  
2017 ◽  
Vol 16 (1) ◽  
pp. 45-59 ◽  
Author(s):  
Rajesh Sharma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Four Dimensions ◽  
Global Brands ◽  
Brand Association ◽  
The Impact

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

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.

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