Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

The spread of social media has created a new era for companies and brands and forcing them to explore new interactive ways to achieve and engage their consumers. The main purpose of the present study is to investigate the impact of social media marketing and electronic word-of-mouth on consumers' willingness to pay a premium due to the mediating role of brand equity and brand identity. The data were collected through a survey by simple random sampling method. Questionnaires were distributed among people who had experience in buying leather products from social networks. Structural equation modeling technique was applied to test the research hypotheses. The results exposed the process that transforms social media marketing and electronic word-of-mouth to the willingness to pay a premium. Moreover, the findings showed that electronic word-of-mouth can indirectly affect consumer behavioral responses through brand equity and brand identity and also have a direct impact on consumer decisions such as willingness to pay a premium. The study has important implications for both theory and practice. This insight could be utilized by marketers and advertisers in the formulation and implementation of effective and coherent marketing and advertising strategies.

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The Impact of Brand Identification, Brand Equity, Brand Reputation on Brand Loyalty: Mediating Role of Brand Affect in Pakistan

Business and Management Research ◽

10.5430/bmr.v7n4p46 ◽

2018 ◽

Vol 7 (4) ◽

pp. 46

Author(s):

Tayyaba Mahmood ◽

Shumaila Qaseem ◽

Qazi Muhammad Ali ◽

Hafiz Fawad Ali ◽

Asad Afzal Humayon ◽

...

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Identification ◽

Future Directions ◽

Mediating Role ◽

Brand Reputation ◽

Brand Affect ◽

The Impact ◽

Brand Effect

Brand loyalty has been an important factor for quite a while in marketing structure of the organizations. Organizations tend to achieve brand loyalty through employing different strategies and by engaging customers to produce a sense of belongingness among them regarding the brand. One of the major sector that has shown a great trend and growth in recent era is the apparel industry of Pakistan. However, little studies have tried to conceptualize and check the influence of brand related concepts on the brand loyalty in Pakistan. Current study has tried to check the influence of Brand Reputation, Brand Identification, Brand Equity and Brand Effect on Brand Loyalty. An important contribution of the study was to consider the brand affect as the mediating variable among the Brand Reputation, Brand Identification, Brand Equity and Brand Loyalty. 180 questionnaires were distributed among the students of the universities and the 166 valid questionnaires were considered for the data analysis giving use response rate of 92%. Correlational and regression analysis was used to check the influence of the independent variables on the dependent variable while package of Preacher and Hayes 2016 was used for the mediation analysis. Limitations and Future Directions have been discussed in the study as well.

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The Effects of CSR Activities on Brand Attitude and Purchase Intention: The Mediating Role of Corporate Image and Corporate Reputation

Productivity Review ◽

10.15843/kpapr.25.2.201106.23 ◽

2011 ◽

Vol 25 (2) ◽

pp. 23-48 ◽

Cited By ~ 4

Author(s):

Heo, Mi Ok ◽

ChungKiHan

Keyword(s):

Corporate Reputation ◽

Purchase Intention ◽

Brand Attitude ◽

Corporate Image ◽

Mediating Role

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The influence of social media on purchase intention: The mediating role of brand equity

Cogent Business & Management ◽

10.1080/23311975.2021.1944008 ◽

2021 ◽

Vol 8 (1) ◽

pp. 1944008

Author(s):

Mohammed Majeed ◽

Martin Owusu-Ansah ◽

Adu-Ansere Ashmond

Keyword(s):

Social Media ◽

Brand Equity ◽

Purchase Intention ◽

Mediating Role

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Art-event image in city brand equity: mediating role of city brand attachment

International Journal of Tourism Cities ◽

10.1108/ijtc-08-2019-0147 ◽

2020 ◽

Vol 6 (3) ◽

pp. 491-509

Author(s):

Deepa Jawahar ◽

Vinney Zephaniah Vincent ◽

Anju Varghese Philip

Keyword(s):

Brand Equity ◽

Regional Climate ◽

City Branding ◽

Content Type ◽

City Brand ◽

Mediating Role ◽

Art Form ◽

Tourism Product ◽

Event Image

Purpose All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity. Design/methodology/approach In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India. Findings Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment. Research limitations/implications This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers. Originality/value This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.

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Product attributes and brand equity in the mobile domain: The mediating role of customer experience

International Journal of Information Management ◽

10.1016/j.ijinfomgt.2011.11.017 ◽

2012 ◽

Vol 32 (2) ◽

pp. 139-146 ◽

Cited By ~ 69

Author(s):

Margaret L. Sheng ◽

Thompson S.H. Teo

Keyword(s):

Brand Equity ◽

Customer Experience ◽

Product Attributes ◽

Mediating Role

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

The Journal of Marketing Theory and Practice ◽

10.1080/10696679.2017.1345597 ◽

2017 ◽

Vol 25 (4) ◽

pp. 357-374 ◽

Cited By ~ 7

Author(s):

Michael L. Mallin ◽

Bashar S. Gammoh ◽

Ellen Bolman Pullins ◽

Catherine M. Johnson

Keyword(s):

Brand Identification ◽

Mediating Role ◽

New Perspective

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Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

Journal of Business and Social Review in Emerging Economies ◽

10.26710/jbsee.v6i1.1023 ◽

2020 ◽

Vol 6 (1) ◽

pp. 23-42

Author(s):

Hayat M. Awan ◽

Zara Hayat ◽

Sahar Hayat ◽

Rafia Faiz

Keyword(s):

Brand Equity ◽

Purchase Intention ◽

Marketing Strategies ◽

Brand Associations ◽

Mediating Role ◽

The Status ◽

Consumer Purchase Intention ◽

The Impact ◽

Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

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