scholarly journals Brand image and consumer satisfaction towards Islamic travel packages

2019 ◽  
Vol 13 (2) ◽  
pp. 188-202 ◽  
Author(s):  
Noorshella Binti Che Nawi ◽  
Abdullah Al Mamun ◽  
Noorul Azwin Md Nasir ◽  
Azwan Abdullah ◽  
Wan Nurulasiah Wan Mustapha
Keyword(s):  
Product Quality ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Cross Sectional ◽  
Religious Perspective ◽  
Content Type ◽  
Factors Affecting ◽  
Cross Sectional Design ◽  
Islamic Belief ◽  
Positive Effect

Purpose This study aims to examine the factors affecting brand image and consumer satisfaction towards Islamic travel package in Malaysia. Design/methodology/approach This study used a cross-sectional design and quantitative method in examining the factors affecting the brand image and consumer satisfaction on Islamic travel package. This study has chosen Google form as a platform to collect the data. Findings The findings revealed that product quality, Islamic physical attribute and Islamic belief have a significant positive effect on brand image and consumer satisfaction. The findings confirmed that product quality, Islamic physical attribute and Islamic beliefs are the crucial tools for brand image that leads to the satisfaction of Muslim consumers on the Islamic travel package. Originality/value This paper addresses understudied aspects of brand image and consumer satisfaction towards Islamic travel package in Malaysia. It provided useful insights into the product quality, Islamic physical attribute and Islamic belief on brand image and consumer satisfaction towards Islamic travel packages. Tourism companies should improve and update their package based on the religious perspective to attract Muslim consumers.

How sales promotion display affects customer shopping intentions in retails

2020 ◽  
Vol 48 (12) ◽  
pp. 1337-1355 ◽  
Author(s):  
Mohammadbagher Gorji ◽  
Sahar Siami
Keyword(s):  
Product Quality ◽  
Sales Promotion ◽  
Price Fairness ◽  
Cross Sectional ◽  
Content Type ◽  
Repurchase Intentions ◽  
Perceived Product Quality ◽  
Cross Sectional Design ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to examine the impact of sales promotion display on customer intentions to purchase and repurchase, focusing on the moderating roles of perceived product quality and price fairness.Design/methodology/approachThis study employs a descriptive, quantitative, non-experimental research method using a cross-sectional design with a self-administered questionnaire. In total, 415 department store customers responded to the survey through an online research panel provider in Australia.FindingsThe results indicated that sales promotion display significantly affects the purchase and repurchase intentions. The findings also highlight the moderating role of perceived product quality and price fairness on customer shopping intentions. Lastly, it is confirmed that the joint moderating effects of perceived product quality and price fairness in the relationship between sales promotion display, purchase and repurchase intentions are significant.Practical implicationsBased on the study findings, managers could drive customer purchase and repurchase intentions using suitable visual objects in sales promotion and their appropriate in-store placement.Originality/valueThe present study introduced sales promotion display as a new dimension of store physical environment. This is the first study to investigate the relationship between sales promotion display and customer shopping intentions and incorporates customers' cognitive perceptions of price and quality in the conditioned effect of sales promotion display on shopping intentions. Moreover, this study brings up new insight into retailing literature by applying the classical conditioning theory in examining the links between sales promotion display and customer shopping intentions.

Determinants of food choice among adults in an urban community

2013 ◽  
Vol 43 (5) ◽  
pp. 413-421 ◽  
Author(s):  
Suzanah Abdul Rahman ◽  
Muhammad Muzaffar Ali Khan Khattak ◽  
Najibatul Rusyda Mansor
Keyword(s):  
Risk Perception ◽  
Food Choice ◽  
Weight Control ◽  
Urban Community ◽  
Cross Sectional ◽  
Content Type ◽  
Factors Affecting ◽  
Cross Sectional Design ◽  
Larger Sample ◽  
Practical Implications

PurposeThis study was conducted to explore the underlying reasons of food choice and the association with risk perception in an urban community. The paper aims to discuss these issues.Design/methodology/approachUsing a cross‐sectional design, adults between 20 and 60 years old, selected by convenience sampling from three different races; Malay, Chinese and Indian, in Sungai Petani, Kedah were surveyed. A self‐administered food choice questionnaire was used and data collected were analysed using SPSS Statistic 17.0.FindingsReligion, risk perception and sensory appeal were the most prominent factors affecting food choice of respondents. Age showed significant correlation with mood and sensory appeal. Monthly income was significantly correlated with convenience, weight control and familiarity. Risk perception was found to be correlated with all motives except familiarity and religion.Research limitations/implicationsA larger sample with approximately equal number of respondents from the various races would provide a more substantial overview of the trend of food choice in a multicultural population.Practical implicationsThis study provides an insight on factors determining the food‐buying power of the community which may directly impact the commercial success of food products including modifying provisions and actions of the food industry.Originality/valueThis research investigated the set priorities of an urban community in deciding the type of food for consumption which may be influenced by multicultural interactions and reported risks.

Factors affecting the psychological distress among unemployed and re-employed individuals

2015 ◽  
Vol 20 (5) ◽  
pp. 482-502 ◽  
Author(s):  
Tarik Tuncay ◽  
Bugra Yildirim
Keyword(s):  
Social Support ◽  
Psychological Distress ◽  
Coping Strategies ◽  
Well Being ◽  
Cross Sectional ◽  
Content Type ◽  
Factors Affecting ◽  
Lower Social Support ◽  
Cross Sectional Design ◽  
Low Educated

Purpose – The purpose of this paper is to examine coping strategies, social support, and psychological distress for comparable samples of unemployed (n=389) and re-employed (n=270) individuals. The authors hypothesized that problem-focused coping and higher levels of social support would be associated with lower levels of psychological distress for unemployed vs re-employed participants. Design/methodology/approach – The cross-sectional design and the convenience sampling method were used in the study. Findings – Although unemployed participants reported poorer coping, higher levels of psychological distress, and lower levels of social support compared to re-employed participants; social support and coping strategies predicted psychological distress. Multiple regression analyses suggest that emotion-focused coping strategies were related to higher levels of psychological distress, whereas social support and problem-focused coping strategies were related to lower levels of psychological distress. Social support accounted for more variance in participants’ psychological distress above and beyond all other variables. Single and unemployed participants of the study used less problem-focused, more emotion-focused coping, and perceived lower social support than married unemployed. Gender and marital status of the unemployed were also significantly associated with psychological distress. In addition, older and less educated unemployed participants perceived less social support and used emotion-focused coping more frequently. Practical implications – The findings indicated that being female, single, older, and low educated are the potential sociodemographic risk factors for the psychosocial well-being of unemployed people. Originality/value – The favourable effects of certain coping strategies suggest the potential benefits of interventions to reduce reliance on emotion-focused coping and stimulate more problem-focused strategies in order to enhance psychological well-being.

Consumer knowledge discrimination

2015 ◽  
Vol 49 (1/2) ◽  
pp. 82-100 ◽  
Author(s):  
Kishore Gopalakrishna Pillai ◽  
Michael Brusco ◽  
Ronald Goldsmith ◽  
Charles Hofacker
Keyword(s):  
Consumer Research ◽  
Objective Knowledge ◽  
Consumer Knowledge ◽  
Cross Sectional ◽  
Content Type ◽  
Cross Sectional Design ◽  
Knowledge Calibration ◽  
Positive Effect ◽  
Practical Implications ◽  
Structured Questionnaire

Purpose – This paper aims to introduce knowledge discrimination to consumer research. It also examines the antecedent effects of objective knowledge and confidence in knowledge on consumer knowledge discrimination. Research in psychology has sought to distinguish between calibration and discrimination, two related skills in probabilistic judgments. Though consumer research has sought to examine knowledge calibration, the construct of knowledge discrimination has not attracted any attention. Design/methodology/approach – The paper reports on three studies which use a cross-sectional design using a structured questionnaire. The hypotheses are tested using regression. In addition, the paper also reports the results of an experimental study. Findings – The paper finds that the objective knowledge has a positive effect on discrimination. But confidence in knowledge does not have a consistent effect on discrimination. The paper also finds that feedback improves discrimination. Research limitations/implications – The study adds a new dimension to the examination of metaknowledge and metacognitions in the consumer domain. Practical implications – The study suggests some ways in which companies/government agencies can improve consumer knowledge discrimination. Social implications – Knowledge discrimination is expected to reduce consumer vulnerability and enhance consumer competence. Originality/value – This is the first study to examine knowledge discrimination in the consumer domain. Prior research has observed that there could be a trade-off between calibration and discrimination. Hence, the study of knowledge discrimination can inform the study of knowledge calibration.

scholarly journals Determinan yang Mempengaruhi Kepuasan Hunian dan "Word Of Mouth" di Villa Ana Residence Samarinda

2018 ◽  
Vol 3 (1) ◽  
pp. 21-40
Author(s):  
Kokom Komariyah
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Consumer Satisfaction ◽  
Word Of Mouth ◽  
Practical Implication ◽  
Residential Satisfaction ◽  
Factors Affecting ◽  
Quality Design ◽  
Positive Effect ◽  
Practical Implications

This study discusses the Determinan yang mempengaruhi kepuasan hunian dan "Word of Mouth" di Villa Ana Residence Samarinda. More specifically, the objectives of this study were 1) to determine and analyze the effect of the product on the Company's customer satisfaction at Villa Ana Residence Samarinda, 2) To identify and analyze the effect of the price to the consumer on Villa Ana Housing Residence Samarinda, 3) To identify and analyze the influence of service developers to consumer satisfaction at Villa Ana Housing Residence Samarinda, 4) identify and analyze the effect of customer satisfaction on WOM (Word of Mouth) in Company Villa Ana Residence Samarinda. Results showed that: 1) The product positive and significant effect on customer satisfaction in the Villa Ana Residence Samarinda, 2) Prices are not positive and significant effect on customer satisfaction in the Villa Ana Residence Samarinda, 3) Developer Services and significan positive effect on customer satisfaction in Villa Ana Residence Samarinda, 4) positive customer satisfaction and significantly towards WOM (Word of Mouth) in Villa Ana Residence Samarinda. The Results of this study provide practical implications that the Villa Ana Residence particularly emphasized that the indicator products in the diversity of products, product quality, design, size and Warranty. Services confidence indicator developer or Reliability, Responsiveness or Responsibility, Confidence or Assurance, Empaty and Tangible. The practical implication of this research is that it can be used as a reference by the Party Villa Ana Residence Management to improve determinants or factors affecting residential satisfaction and "Word of Mouth" at Villa Ana Residence Samarinda based on 24 indicators.

Understanding gender, creativity, and entrepreneurial intentions

2016 ◽  
Vol 58 (3) ◽  
pp. 263-282 ◽  
Author(s):  
Ronda Marie Smith ◽  
Shruti R Sardeshmukh ◽  
Gwendolyn M Combs
Keyword(s):  
Design Methodology ◽  
Entrepreneurial Intentions ◽  
Cross Sectional ◽  
Content Type ◽  
Cross Sectional Design ◽  
Complex Relationships ◽  
Life Roles ◽  
The Relationship ◽  
Positive Effect ◽  
Practical Implications

Purpose – The purpose of this paper is to explore the complex relationships between gender and entrepreneurial intentions. Design/methodology/approach – This paper uses a two study design where the second study is a constructive replication of the first study. The first study uses a cross-sectional design, while the second uses a design where data collection of variables were temporally separated. The analysis is conducted using Hayes (2014) process macro using 1,000 bootstrapped draws to understand the interaction between gender and creativity and the potential mediation involving life roles and goals. Findings – The empirical results are threefold. First, the results show that creativity has a direct and positive effect on entrepreneurial intentions. Second, gender did not have a direct effect on entrepreneurial intentions, and finally, gender showed an interaction with creativity such that in both the samples, creativity had a stronger relationship with intentions among women. Practical implications – The results point to the inclusion of creativity exercises in the entrepreneurship curriculum as well as to create and tailor programs to enhance women’s entrepreneurial intentions. Originality/value – Using a two study constructive replication approach, this study demonstrates the complex effect of gender on entrepreneurial intentions. Traditionally, women are argued to have lower entrepreneurial intentions, but this study finds that creative women were more likely to have entrepreneurial intentions in the sample. The results also show that the women’s family salience (life roles and goals) did not mediate the relationship between gender and entrepreneurial intentions.

scholarly journals Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas yang Dimediasi oleh Kepuasan

2020 ◽  
Vol 22 (1) ◽  
pp. 51-62
Author(s):  
Scorina Dwiantari
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Consumer Satisfaction ◽  
Sampling Method ◽  
Brand Image ◽  
Primary Data ◽  
Consumer Loyalty ◽  
Questionnaire Data ◽  
Cheese Products ◽  
Positive Effect

The purpose of this study was to determine the effect of brand image and product quality on consumer loyalty with consumer satisfaction as a mediator using Indrakila Cheese products. To determine the effect of brand image, product quality and customer satisfaction on costumer loyalty using Indrakila Cheese products. To find out whether costumer satisfaction mediates the influence of brand image and product quality on costumer loyalty using Indrakila Cheese products. The population in this study were all costumers who use Indrakila Cheese products. The sample is determined by the Purposive Sampling method. Sampling with Slovin formula obtained 110 respondents. The data used are primary data using a questionnaire. Data analysis using linear regression. Based on the results of the research that has been done, it can be known brand image has a positive effect on costumer satisfaction of Indrakila Cheese products. Product quality has a positive effect on costumer satisfaction of Indrakila Cheese products. Brand image has a positive effect on costumerr loyalty of Indrakila Cheese products. Product quality has a positive effect on costumer loyalty of Indrakila Cheese products. Customer satisfaction has a positive effect on costumer loyalty of Indrakila Cheese products. Brand image has a positive effect on costumer loyalty mediated by costumer satisfaction. Product quality has a positive effect on costumer loyalty mediated by costumer satisfaction.

ANALISIS PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP BUYING DECISION SERTA DAMPAKNYA PADA SATISFACTION (Survei Pada Konsumen Produk Kosmetik Rossa Beauty Di Kota Pontianak)

2019 ◽  
Vol 8 (1) ◽  
Author(s):  
ANGELINA CAROLIN B2042152001
Keyword(s):  
New Jersey ◽  
Consumer Behavior ◽  
Product Quality ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Repurchase Intention ◽  
Purchasing Decisions ◽  
Celebrity Endorser

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Celebrity Endorser dan Product Quality terhadap Buying Decision serta dampaknya pada Satisfaction (survei pada konsumen produk Rossa Beauty di Kota Pontianak). Jenis penelitian ini adalah penelitian kausalitas deskriptif. Sampel penelitian ini adalah responden yang pernah membeli dan menggunakan produk kosmetik merek Rossa Beauty selama 6 bulan terakhir sebanyak 100 orang yang diperoleh dengan purposive sampling. Analisis data dilakukan menggunakan analisis jalur (path analysis) dengan bantuan SPSS 22.0.Hasil penelitian memperlihatkan bahwa (1) Celebrity Endorser berpengaruh positif dan signifikan terhadap Buying Decision (2) Product Quality berpengaruh positif dan signifikan terhadap Buying Decision (3) Buying DecisionBerpengaruh positif signifikan terhadap Satisfaction (4) Celebrity Endorser berpengaruh positif signifikan terhadap Satisfaction (5) Product Quality berpengaruh positif signifikan terhadap Satisfaction. Kata Kunci: Celebrity Endorser, Product Quality, Buying Decision, Satisfaction DAFTAR PUSTAKAAmbadar, et al. 2007. Mengelola Merek. Jakarta: Yayasan Bina Karsi MandiriAsma, Saleem dkk. 2015. Product Perceived Quality and Purchase Intention with         Consumer Satisfaction. Global Journal of Management and Business Research: E Marketing Vol 15Baruna Hadi Brata dkk. 2017. The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta.Saudi Journal of Business and Management StudiesDajan, Anto. 1986. Pengantar Metode Statistik. Jakarta: LP3SDurianto, dkk. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka UtamaEndang, Sulistya. 2012. Pengaruh Agnes Monica Sebagai Celebrity Endorser Terhadap Pembentukan Brand Image Honda Vario. Jurnal Bisnis dan Manajemen Vol.6Elfarisi Al. 2016. Pengaruh Celebrity Endorser (HiVi) Terhadap Proses Proses Keputusan Pembelian Sepatu Kulit Amble Footwear (Survei Kepada Para Pengguna Sepatu Amble Footwear di Sosial Media TwitterEvelina dkk. 2012. Pengaruh Citra Merek, Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Kartu Perdana Telkomflexi. Jurnal Ilmu Administrasi Bisnis Volume 2 Nomor 1 Tahun 2013Ghozali, Imam. 2011. Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas DiponegoroGriffin, Jill. 2003.Customer Loyalty: Menumbuhkan Dan Mempertahankan Pelanggan. Jakarta: Penerbit ErlanggaHadi, Prasetyo dan Sumarto. 2010. Pentingnya Brand Loyalty Terhadap Minat Beli Ulang. Jurnal Riset Ekonomi dan Bisnis Vol.10 No.1Hendra Riki Wijaya dan Sri Rahayu. 2018. The Effect of Trust and Brand Image to Repurchase Intention in Online ShoppingHestayani, Andriana Dwi dan Astuti. 2017. Analisis Pengaruh Celebrity Endosser, Daya Tarik Iklan, Kualitas Produk terhadap Kepurusan Pembelian dengan Brand Image sebagai Variabel Intervening.Kotler, Philip dan Keller. 2007. Manajemen Pemasaran, Jilid I, Edisi Kedua belas. Jakarta: PT. IndeksKotler, Philip and Kevin Lane Keller, 2012. Manajemen Pemasaran, Edisi 13 Jilid 1 dan 2, Alih Bahasa: Bob Sabran. Jakarta: ErlanggaKotler, Philip and Amstrong. 2008. Prinsip-Prinsip Pemasaran. Edisi 12. Jilid 1. Alih Bahasa : Bob Sabran. Jakarta: ErlanggaKotler, Philip and Amstrong, Gary. 2014. Principles of Marketing, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta: ErlanggaKotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition, Pearson         Education, IncLutiary Eka Ratri. 2007. Hubungan Antara Citra Merek (Brand Image) operator Seluler Dengan Loyalitas Merek (Brand Loyalty) Pada Mahasiswa Pengguna Telepon Seluler Di Fakultas Ekonomi Reguler Universitas Diponegoro SemarangMade Sintha Ayu Saraswati Sujana. 2017. Peran Brand Image Memediasi Hubungan Celebrity Endorser Dengan Purchase Intention. Forum Keuangan Dan Bisnis Indonesia (FKBI)Mahestu Noviandra. 2006. Analisis Pengaruh Model Iklan Terhadap Perilaku Pembelian Remaja, Kasus Pada Bintang Akademi Fantasi IndosiarNababan, Marya Desyeni. 2008. Pengaruh Selebriti Pendukung (Celebrity Endorser) terhada Minat Pembelian Indomie (Studi Kasus pada Fakultas Ekonomi Universitas Methodist Indonesia)Pakpahan, Erick Simon Bolivar. 2017. Pengaruh Kredibilitas Celebrity Endorseer terhadap Keputusan Pembelian dan Kepuasan Konsumen YOU-C 1000 Vitamin C di Kota PekanbaruParengkuan, dkk. 2014. Analisis Pengaruh Brand Image dan Celebrity Endorsment terhadap Paul, J. Peter dan Jerry C. Olson. 2000. Consumer Behavior: Perilaku Konsumen dan Strategi           Pemasaran. Terjemahan. Jakarta: Erlangga Keputusan Pembelian Produk Shampo Head and Shoulders. Jurnal EMBA Vol.2 No.3Paul, J. Peter dan Jerry C. Olson. 2000. Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Terjemahan. Jakarta: ErlanggaRamadhan dan Santosa. 2017. Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada sepatu Nike Running di Semarang melalui Kepuasan Pelanggan Sebagai Variabel Intervening. Diponegoro Hournal of Management. Volume 6, Nomor 1, Tahun 2017Royan, Frans. M. 2004. Marketing Selebritis, Selebritis dalam Iklan dan Strategi Selebritis Memasarkan Diri Sendiri. Jakarta: Elek Media Komputindo kelompok GramediaSantoso, Singgih. 2014. Panduan Lengkap SPSS Versi 20. Jakarta: PT. Elek Media KomputindoSchiffman and Lazar Kanuk. 2000. Costumer Behavior: Internasional Edition. New Jersey: Prentice HallSchiffman, Leon G. and Leslie Lazar Kanuk.2007. Customer Behavior, edisi ke 7. New Jersey: Prentice-hall,1ncSaputra, Setiawan Tri dkk. 2017. Pengaruh Kualitas Produk terhadap Keputusan Pembelian dan Dampaknya terhadap Kepuasan Konsumen Pengguna Iphone (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Malang)Setiadi, Nugroho J. 2003. Perilaku Konsumen. Jakarta: KencanaShimp, Terence. 2003. Periklanan Promosi Aspek Aspek Tambahan Komunikasi Terpadu. Jakarta: ErlanggaSugiyono.  2017.  Metode  Penelitian  Kuantitatif,  Kualitatif,  dan  R&D.  Bandung: AlfabetaSujarweni, V Wiratna. 2014. SPSS untuk Penelitian. Yogyakarta: Pustaka Baru Press.Sulis, Riptiono. 2013. Pengaruh Lifestyle, Brand Awareness dan Product Quality terhadap Repurchase Intention Minuman Saribuah Buavita dengan Purchasing Decisions sebagai Variabel Intervening di Kecamatan Kebumen. Jurnal Fokus Bisnis Vol.12 No.1Sumarwan, Ujang.2010. Perilak  Konsumen: Teori dan Penerapannya Dalam Pemasarannya. Jakarta: Ghalia IndonesiaSumarwan, Ujang. 2004. Perilaku Konsumen. Jakarta: PT Ghalia IndonesiaSuryani, Tatik. 2008. Perilaku Konsumen Implikasi Pada Strategi Pemasaran. Yogyakarta: Graha IlmuTjiptono, Fandi. 2008. Strategi Pemasaran. Yogyakarta: Andi

scholarly journals Dealing with Student Errors in Whole-Class Discussions of Biology Lessons at German Secondary Schools

2021 ◽  
Author(s):  
Lena von Kotzebue ◽  
Christian Förtsch ◽  
Sonja Förtsch ◽  
Birgit J. Neuhaus
Keyword(s):  
Student Achievement ◽  
Secondary Schools ◽  
Central Feature ◽  
Quality Teachers ◽  
Cross Sectional ◽  
Class Level ◽  
Biology Instruction ◽  
Student Errors ◽  
Cross Sectional Design ◽  
Positive Effect

AbstractDealing with student errors is a central feature of instructional quality. Teachers’ reactions to a student’s error and classmates’ errors can be crucial to the success of a lesson. A teacher should respond appropriately in terms of motivational and learning-related issues so that the error can become a learning opportunity for students. Currently, error situations have rarely been directly recorded and explored in empirical zstudies. This gap is the central focus of the current study in which we investigated errors in biology instruction within a cross-sectional design where biology lessons in German secondary schools were videotaped, teachers’ dealings with errors analyzed, and student achievement documented with pretests and posttests. The study found that constructively dealing with student errors had a significant positive effect on student achievement at the class level. Results confirmed the relevance of teachers’ appropriate dealing with student errors on learning in biology instruction.

The effects of corporate brand symbolism on consumer satisfaction and loyalty

2016 ◽  
Vol 28 (3) ◽  
pp. 481-498 ◽  
Author(s):  
Tatiana Anisimova
Keyword(s):  
Social Life ◽  
Consumer Satisfaction ◽  
Single Point ◽  
Social Aspects ◽  
Consumer Loyalty ◽  
Cross Sectional ◽  
Corporate Brand ◽  
Content Type ◽  
Strategic Role ◽  
The Impact

Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and loyalty on a sample of Australian automobile consumers. Design/methodology/approach – Survey research was employed to test the study hypotheses. The regression analysis was used to evaluate the relationships between an independent variable (corporate brand symbolism) and dependent variables (consumer satisfaction and loyalty). Findings – Support was found for all hypotheses formulated in this study. Regression results reveal consistent favourable and significant effects of corporate brand symbolism on both consumer satisfaction and loyalty. Research limitations/implications – Although this paper makes contributions in international marketing, the cross-sectional nature of the data collection method limits the information gained to the single point in time. This research studied the impact of corporate brand symbolism on consumers of one original equipment manufacturers (OEM). Having a larger number of participating car manufacturers/OEMs would have provided a wider insight. However, time and resources limitation did not allow to study a larger sample. In the future, practitioners are recommended to further understand the relationship between self and social aspects of brand symbolism in order to formulate more targeted communication strategies. Practical implications – The findings of this study point to the strategic role of the brand in generating both satisfaction and loyalty. In the light of increasing advertising costs and decreasing consumer loyalty, strengthening corporate brand symbolism makes a lot of economic sense. The findings suggest that managers need to take into account consumer need for identity expression and consider this in their branding strategies. Social implications – Humans are social beings by nature. However, international brand research has paid relatively little attention to how products are used by consumers in everyday life, including their social life. Consumer behaviours increasingly depend on social meanings they imbue brands with beyond products’ functional utility. It is argued the focus of symbolic consumption needs to be broadened and integrated more with social science concepts. Originality/value – This study captures a construct of corporate brand symbolism by including self and social aspects of symbolism. The current study also comprehensively measures consumer loyalty, including cognitive, affective and behavioural types of loyalty.

Sign in / Sign up

Export Citation Format

Share Document