Analysing the brand resonance amongst telecom subscribers in Nagpur City

2022 ◽  
Vol 9 (1/2) ◽  
pp. 90
Author(s):  
Amir Hafizullah Khan ◽  
Shravan Jasraj Chandak ◽  
Bhumika Kewalramani
Keyword(s):  
Brand Resonance

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

Delivering warmth and expediting love: just-in-time CSR in the midst of COVID-19 mega disruption

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zhiwei (CJ) Lin ◽  
IpKin Anthony Wong ◽  
Shuyi Kara Lin ◽  
Yun Yang
Keyword(s):  
Well Being ◽  
Research Problem ◽  
Media Analysis ◽  
Just In Time ◽  
Business Practices ◽  
Socially Responsible ◽  
Content Type ◽  
Brand Resonance ◽  
Corporate Social ◽  
Crisis Responses

Purpose This study aims to move beyond the current understanding of corporate social responsibility (CSR) to propose the concept of just-in-time (JIT) CSR as a metaphor that reflects hospitality operators’ endeavors to expedite socially responsible measures to both internal and external organizational stakeholders during times when functional and emotional supports are urgently needed. Design/methodology/approach This research used a qualitative approach in two studies. Study 1 engaged a media analysis to better grasp the knowledge of the research problem at hand. Study 2 involved interviews from stakeholders to assess their emotions and perceptions of meanings of major contents discerned from the first study. Findings This research highlights a process in which operators’ CSR practices (e.g. for business practices, for organizational strategy and for stakeholder well-being) during the COVID-19 crisis are imbued with connotative meanings (e.g. place-as-safety, place-as-partnership and place-as-warmth) that ultimately give shape to three core outcomes (e.g. individual rejoinder, brand resonance and societal resilience). Research limitations/implications While JIT CSR is not an antidote for all devastations caused by COVID-19, it is posited as a needed mechanism that operators could use to ameliorate the situation and to go beyond their own stake to bring a broader array of societal benefits to humanity. Originality/value This research underscores how hospitality operators expedite crisis responses to the pandemic, and how their societal objectives transform the image of a place from a commercial venue into a place imbued with meaning associated with safety, partnership and warmth.

Modeling brand resonance score (BRS) – an application in financial services

2018 ◽  
Vol 13 (1) ◽  
pp. 119-136 ◽  
Author(s):  
Ande Raja Ambedkar ◽  
Punniyamoorthy Murugesan ◽  
N. Thamaraiselvan
Keyword(s):  
Mutual Fund ◽  
Financial Services ◽  
Structural Equation ◽  
Analytic Network Process ◽  
Equation Modeling ◽  
Service Firms ◽  
Content Type ◽  
Fund Managers ◽  
Network Process ◽  
Brand Resonance

Purpose The experts in industry and academicians value brand resonance is the prerequisite factor in the firms of financial services. In this regard, the purpose of this paper is to model the brand resonance score (BRS) for modified customer-based brand equity (CBBE) model in mutual fund financial services using structural equation modeling (SEM) and analytic network process (ANP). Design/methodology/approach Criteria and sub-criteria relative weights are calculated from the SEM and sub-sub-criteria relative weights are measured through pair-wise comparison matrix for BRS modeling using ANP approach. Findings The brand resonance using ANP has been quantified, and BRSs of each brand through brand judgments and brand feelings criteria are calculated using two renowned Indian mutual fund services brands State Bank of India and Hong Kong and Shanghai Banking Corporation. Research limitations/implications Interdependency between sub-criteria are not explored. This research study is specific to Indian bank mutual fund services context. Practical implications Research findings provide useful guidelines for fund managers/analysts of mutual fund service firms to improve the brand resonance to investors. Originality/value The paper explained modeling BRS using ANP technique which helps organizations quantify the brand resonance effectively.

Impacts of country images on luxury fashion brand: facilitating with the brand resonance model

2014 ◽  
Vol 18 (2) ◽  
pp. 187-205 ◽  
Author(s):  
Hye Jung Jung ◽  
Yuri Lee ◽  
HaeJung Kim ◽  
Heesoon Yang
Keyword(s):  
Brand Loyalty ◽  
Theoretical Orientation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Resonance Model ◽  
Content Type ◽  
Fashion Brand ◽  
Technology Advancement ◽  
The Usa ◽  
Brand Resonance

Purpose – This paper aims to identify the dimensionality of country image (CI) for luxury fashion brand and examine the multi-faceted impacts of CI on brand awareness, perceived quality, and brand loyalty in accordance with the brand resonance model. By identifying the constructs and conceptualizing and comparing the luxury fashion-brand resonance model between countries, this study demonstrates the pertinent CI impacts on luxury fashion-brand resonance in addition to exposing the cultural discrepancies between the Korean and the US samples. Design/methodology/approach – Based on three studies conducted in South Korea and the USA, the Luxury Fashion Brand Resonance scale was validated. Confirmatory factor analysis and structural equation modeling revealed the 18 scales consisting of CI, brand awareness, perceived quality, and brand loyalty dimensions. Additionally, the country effect was controlled by comparing the composition of structural models between the Korean and US samples. Findings – Analysis of online data (n=466) collected from the USA and Korea identifies the underlying dimensions of the CIs including cultural assets, fashion equity, and technology advancement. Findings also support all hypothesized relationships among CI, brand awareness, perceived quality, and brand loyalty. Upon a comparison of the country disparities, it is evident that technology advancement is the determinant of the increase in luxury fashion brand awareness for the Korean group, while cultural asset and fashion equity are pertinent to the enhancement of luxury fashion brand awareness for the US group. Research limitations/implications – The structural relationships among the six dimensions of brand resonance may vary when different countries and brands are compared. To improve the generalizability of empirical findings, varied consumer samples should be employed, and other control effects, such as price and product categories, should be considered. Originality/value – To provide insight into the transition toward a global consumer market, this study provides a theoretical orientation to account for multi-dimensional CI effects on the luxury fashion-brand resonance model and an empirical validation of the theoretical orientation which is useful for developing competitive global luxury branding strategies.

scholarly journals Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude

2019 ◽  
Vol 9 (2) ◽  
pp. 2084-2089
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Main Tool ◽  
Brand Attitude ◽  
Influential Factor ◽  
Conflict Handling ◽  
Marketing Variables ◽  
Brand Resonance ◽  
The Impact ◽  
The Relationship

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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