The Effect of Experience Marketing on Brand Attitude and Brand Loyalty of Beauty Salon Franchise Stores

Relationship Marketing has got its values strongly rooted in business and market place right from the year 1983. It is the core sphere of operation for all kinds of trade and no organization overlooks this concept. Holding this importance of Relationship Marketing as a core idea, the study aims at discerning the impact of Relationship Marketing Variables on Brand Resonance. Brand Resonance is yet another dominant state of psychological connect which every company would like to establish with the customers. The Relationship Marketing Variables Trust, conflict handling, empathy and Satisfaction are considered for the analysis. Brand Loyalty, Brand Community, Brand Engagement and Brand Attachment are the variables of Brand Resonance. Focusing on the relationship marketing variables that contributes towards high brand resonance would enable companies to contemplate on these profit enabling areas that eventually leads to a sustenance growth for the organization. Indian Shopping Websites has been given the prime importance in this study and data has been collected from 515 users of these websites. Multiple regression is employed as a main tool to examine the influential effect and for mediation analysis. The mediating effects of brand attitude over brand resonance is also examined in this study. Drifting from the traditional view of customer satisfaction influencing Brand Loyalty, this study has found Empathy as the most influential factor on Brand Resonance followed by Conflict handling and Trust. Brand Attitude strongly mediates the relationship between relationship marketing dimensions and Brand Resonance.

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ANTESEDEN DARI KESETIAAN MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v7i2.806 ◽

2014 ◽

Vol 7 (2) ◽

pp. 177

Author(s):

Iin Triyani ◽

Robert Kristaung

Keyword(s):

Service Quality ◽

Brand Loyalty ◽

Perceived Quality ◽

Positive Influence ◽

Purchase Decision ◽

Beauty Salon ◽

Testing Method ◽

Managerial Implications ◽

Quality Design ◽

Store Environment

Purpose of this research is to analyze the effects of service quality, price, purchase decision, perceived quality, design, and store environment on brand loyalty at Beauty Salon in Jakarta Theoretical model that used in this study is the hypothetical testing method, that means to examine is there the direct effect of service quality, price, purchase decision, perceived quality, design, and store environment on brand loyalty at Beauty Salon in Jakarta using the Multiple Regressions and ANOVA One Way Method. Result of this study states that: (1) There is the positive influence of service quality on brand loyalty; (2) There is the positive influence of price on brand loyalty; (3) There is the positive influence of purchase decision on brand loyalty; (4) There is the positive influence of perceived quality on brand loyalty; (5)There is the positive influence of design on brand loyalty; (6) There is the positive influence of salon environment on brand loyalty; and (7)There is difference of brand loyalty between mall beauty salon, housing beauty salon, and settlement beauty salon. Managerial implications of this study is that management must consider many factors that can influence service quality, price, purchase decision, perceived quality, design, and salon store environment on brand loyalty at beauty salon in Jakarta in efforts to build and enhance the brand loyalty. Keywords : Service quality, price, purchase decision, perceived quality ,design, Saloon Environment, Brand Loyalty, Beauty Salon.

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Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

Sustainability ◽

10.3390/su132011413 ◽

2021 ◽

Vol 13 (20) ◽

pp. 11413

Author(s):

Heather Markham Kim ◽

Kisang Ryu

Keyword(s):

Brand Loyalty ◽

Positive Influence ◽

Brand Attitude ◽

Social Self ◽

Ideal Self ◽

Brand Attachment ◽

Self Image ◽

Image Congruence ◽

Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

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Brand Experience, Its Antecedent and Effects on Brand Loyalty in the Mediation of Brand Attitude and Brand Preference: A Research on the Online TV Streaming Platforms

Türkiye İletişim Araştırmaları Dergisi ◽

10.17829/turcom.934464 ◽

2021 ◽

Author(s):

Aysel ERCİŞ ◽

Namık Kemal DEVECİ ◽

Fatma Görgün DEVECİ

Keyword(s):

Brand Loyalty ◽

Brand Attitude ◽

Brand Experience ◽

Brand Preference

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Pengaruh Brand Signature Terhadap Brand Loyalty Dengan Brand Attitude Sebagai Variabel Mediasi (Studi Kasus Gulaku)

JISIP (Jurnal Ilmu Sosial dan Pendidikan) ◽

10.36312/jisip.v5i3.2089 ◽

2021 ◽

Vol 5 (3) ◽

Author(s):

Jenrico Radiansyah ◽

Artha Sejati Ananda

Keyword(s):

Structural Equation Model ◽

Brand Loyalty ◽

Structural Equation ◽

Equation Model ◽

Brand Attitude ◽

Brand Name ◽

Convenience Sampling

Penelitian ini bertujuan untuk mengetahui pengaruh brand name dan brand logo terhadap brand attitude. Juga untuk mengetahui pengaruh brand name, brand logo, dan brand attitude terhadap brand loyalty. Metode penelitian yang digunakan dalam penelitian ini yaitu metode kuantitatif. Adapun yang menjadi populasi dalam penelitian ini adalah konsumen Gulaku wilayah Indonesia yang jumlahnya tidak diketahui dan dapat dikatakan dalam kategori tidak terhingga. Pengambilan sampel dalam penelitian ini menggunakan metode convenience sampling, sehingga ditetapkan sampel dalam penelitian ini sebanyak 100 responden. Dalam penelitian ini, metode analisis data menggunakan pendekatan Structural Equation Model (SEM) dengan bantuan program LISREL versi 8.70. Hasil penelitian ini menunjukkan bahwa brand name dan brand logo berpengaruh positif terhadap brand attitude konsumen Gulaku wilayah Indonesia. Brand nameberpengaruh negatif terhadap brand loyalty konsumen Gulaku wilayah Indonesia. Namun untuk brand logo tidak berpengaruh terhadap brand loyalty konsumen Gulaku wilayah Indonesia.

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