scholarly journals Validating an instrument for measuring brand equity of CSR driven organizations in Malaysia

2017 ◽  
Vol 12 (2) ◽  
pp. 237-251
Author(s):  
Karpal Singh Dara Singh ◽  
Md. Aminul Islam
Keyword(s):  
Reliability Analysis ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Sample Population ◽  
Brand Association ◽  
Confirmatory Factor ◽  
Reliable Instrument ◽  
Quota Sampling ◽  
Development And Validation ◽  
Geographical Locations

AbstractThe objective of this study is to develop and propose a valid and reliable instrument to measure brand equity of CSR driven organizations in Malaysia. An instrument to measure brand equity was constructed with adaptations from two key sources, namely Yew Leh and Lee (2011) and Yoo and Donthu (2001). As such the study only focuses on the development and validation of an instrument to measure brand equity of CSR driven organizations. The usable sample population included 909 respondents from 12 states of West Malaysia which were selected using a quota sampling plan. Confirmatory factor analysis (CFA) and reliability analysis were carried out to test and validate the proposed brand equity instrument containing four components (brand awareness, brand association, perceived quality and brand loyalty) with a total of 13 items. Results from the CFA and reliability analysis indicated that all the items representing the four components were valid and can be used to measure the brand equity of organizations that are practicing CSR. The study tried to set an empirical basis for brand equity and CSR related research which could be used by future researchers in different industries and geographical locations. The study also implies the need for organizations to assess the success of their CSR efforts through the use of the proposed instrument in order to gauge whether all their CSR efforts translate to improved brand equity.

scholarly journals BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

2015 ◽  
Vol 55 (4) ◽  
pp. 432-443 ◽  
Author(s):  
MUHAMMAD KASHIF ◽  
SITI ZAKIAH MELATU SAMSI ◽  
SYAMSULANG SARIFUDDIN
Keyword(s):  
Developing Country ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Brand Performance ◽  
Policy Makers ◽  
Brand Association ◽  
Confirmatory Factor ◽  
Destination Brand ◽  
Relationship Of

ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

scholarly journals The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

2019 ◽  
Author(s):  
Lingga Binangkitsari ◽  
Sulistiono
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Purchase Decision ◽  
P Value ◽  
Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

scholarly journals ICT enabled classroom effectiveness scale development and validation: A case of multi-campus university

2017 ◽  
pp. 111-127
Keyword(s):  
Scale Development ◽  
Research Work ◽  
Sample Population ◽  
Classroom Effectiveness ◽  
Confirmatory Factor ◽  
Information And Communication ◽  
E Learning ◽  
Technical Support Staff ◽  
Development And Validation ◽  
University Setting

The research work aims at developing a valid and reliable scale for ICT (Information and communication technology) enabled classroom effectiveness from student’s perspective in a multi-campus university setting. A standard methodology for scale development is used for developing and validating the scale which comprises of exploratory and confirmatory factor analysis. The sample population was the students from a premier multi-campus university. The results revealed ICT enabled classroom effectiveness as a multi-dimensional construct comprising of four factors namely class design and infrastructure; scheduling and coordination; technical support staff; and resource availability. Although a plethora of literature is available in the domain of e-learning, none of them have considered the aspects of ICT enabled classroom effectiveness specifically in an Indian multi-campus university. The limitation of the study lies in terms of sample size and generalizability. Emphasizing the identified factors will give a cutting edge advantage for the universities by enhancing the effectiveness and efficiency of ICT enabled classroom teaching.

scholarly journals Analisis Perbandingan Brand Equity Samsung dan LG

2021 ◽  
Vol 3 (2) ◽  
pp. 99-110
Author(s):  
Imam Arif Fikri
Keyword(s):  
Quantitative Study ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Perceived Quality ◽  
T Test ◽  
The South ◽  
Purposive Sampling ◽  
Brand Association ◽  
Analysis Technique

This research is quantitative study that aims to compare brand association, perceived quality, and brand loyalty to brand equity in Samsung and LG companies in the South Jakarta area. This research used 100 respondents as a sample with purposive sampling method. The analysis technique in this study uses the Independent Sample T Test using SPSS 26. The results of this study indicate that (1) Samsung Brand Association is superior to LG, (2) Samsung's Perceived Qualty is superior to LG, (3) Samsung's Brand Loyalty is superior to LG. superior to LG.   Keywords: Brand Equity; Brand Association; Perceived Quality; Brand Loyalty  

scholarly journals PENGARUH EKUITAS MEREK TERHADAP MINAT BELI ULANG SEPATU MEREK CONVERSE ALL STAR

2020 ◽  
Vol 5 (1) ◽  
pp. 89-96
Author(s):  
Riswandi Wahyuddin ◽  
Johnny Tanamal ◽  
Engki P Nainggolan
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Awareness ◽  
Primary Data ◽  
Purposive Sampling ◽  
Brand Association ◽  
Simultaneous Test ◽  
Perception Of Quality ◽  
Level Of Significance

The purpose of this research is to find out and analyze the influence of unison and partial variable brand equity, made up of brand awareness, brand association, the perception of quality and brand loyalty can affect your interest in purchasing a re brand shoes Converse All Star Student at the Faculty of Economics of the University of Tadulako. The research of using primary data, obtained directly from the questionnaire filled in by the respondents. The sample in this study was 60 respondents and is determined using a purposive sampling. Results of the study, the value of R2 = 0.530 (53.0%), which means that buying interest in re-53.0% are influenced by variables brand equity. From the results of the partial test (t) obtained the value of brand awareness for the significance of 0.036, brand associations of 0.026, perception of quality and brand loyalty of 0.021 0.003, it means that the variable is positive and influential brand equity significantly to the buying interest. (F) simultaneous test with significance F 0.000 ≤ level of significance of 5% (α = 0.05) then it can be concluded that all four of these variables simultaneously have a positive influence and interest significantly to buy. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisi pengaruh serempak dan persial variabel ekuitas merek yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek dapat mempengaruhi minat beli ulang sepatu merek Converse All Star pada Mahasiswa Fakultas Ekonomi Universitas Tadulako. Penelitian menggunakan data primer, diperoleh langsung dari kuesioner yang diisi oleh responden. Sampel dalam studi ini adalah 60 responden dan ditentukan menggunakan purposive sampling. Hasil penelitian, nilai R2 = 0,530 (53%), yang berarti bahwa 53% minat beli ulang dipengaruhi oleh variabel ekuitas merek. Dari hasil uji parsial (t) diperoleh nilai kesadaran merek0,036, asosiasi merek sebesar 0,026, persepsi kualitas dan loyalitas merek 0,021 dan 0,003, itu berarti bahwa variabel ekuita merek berpengaruh positif dan signifikan terhadap minat beli ulang. Sedangkan hasil uji simultan (F) diperoleh  nilia Fhitung sebesar 0,000 ≤ level of significance 5% (α=0,05) maka dapat disimpulkan bahwa keempat variabel tersebut secara simultan memiliki pengaruh positif dan signifikan terhadap minat beli ulang.

scholarly journals PENGARUH FAKTOR EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SABUN DETERJEN MEREK RINSO DI KELURAHAN LAYANA INDAH KOTA PALU

2015 ◽  
Vol 1 (1) ◽  
pp. 15-22
Author(s):  
Suriani Labolo ◽  
Maskuri Sutomo ◽  
Rahmat Mubaraq
Keyword(s):  
Sample Size ◽  
Brand Equity ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Quality Perception ◽  
Purposive Sampling ◽  
Brand Association

The  research  aims  to  analyze  the  influence  of  brand  equity  that consists  of  brand  awareness, quality perception, brand association, and brand loyalty, on customer purchase decision to buy Rinso at  Layana  Indah Village  in  Palu.  Sample  size  of  the  study  is  72  respondents  who selected  through purposive sampling technique. The results indicate that all variables, namely brand awareness, quality perception,  brand  association, and  brand  loyalty  simultaneously  have  significant  influence  on customer purchase  decision.  The  Adjusted  R  square  of  0.527  indicates  that brand  equity  has  52,7 percent  of  the  variability  of  customer  purchase decision,  while  47,3  percent  influenced  by  other variables  that  are  not studied.  Partially,  all  variables  have  positive  and  significant  influence  on customer purchase decision to buy Rinso detergent. Tujuan penelitian ini adalah untuk mengetahui pengaruh ekuitas merek yang terdiri atas kesadaran merek,  persepsi  kualitas,  asosiasi  merek, dan  loyalitas  merek  terhadap  keputusan  pembelian  produk deterjen merek Rinso di Kelurahan Layana Indah Kota Palu. Sampel dalam penelitian ini sebanyak 72 orang  dengan  teknik  penarikan  sampel menggunakan  purposive  sampling.  Hasil  penelitian menunjukan bahwa secara simultan variabel ekuitas merek yang terdiri dari kesadaran merek, persepsi kualitas,  asosiasi  merek  dan  loyalitas  merek  memiliki pengaruh  signifikan  terhadap  keputusan konsumen sehingga apabila variabel ekuitas merek diterapkan secara baik maka keputusan pembelian juga akan meningkat, dengan nilai adjusted R square 0.527, artinya bahwa ekuitas merek berpengaruh terhadap  keputusan pembelian  sebesar  52.7 %  dan  sisanya  sebesar  47.3 %  dipengaruhi oleh  variabel lain yang tidak diteliti. Secara parsial variabel kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas  merek berpengaruh  signifikan  terhadap  keputusan  pembelian  dalam menggunakan  produk sabun deterjen merek Rinso.

scholarly journals Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

2020 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Devi Nilakandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Personal Selling ◽  
Brand Awareness ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Quality Factors ◽  
Consumer Decisions ◽  
Brand Association ◽  
Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation

2018 ◽  
Vol 19 (6) ◽  
pp. 1663-1680 ◽  
Author(s):  
Somesh Kumar Sinha ◽  
Priyanka Verma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Positive Influence ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling ◽  
Research Findings ◽  
The Impact

Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.

scholarly journals The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

2020 ◽  
Vol 12 (7) ◽  
pp. 2956 ◽  
Author(s):  
Sujin Bae ◽  
Timothy Hyungsoo Jung ◽  
Natasha Moorhouse ◽  
Minjeong Suh ◽  
Ohbyung Kwon
Keyword(s):  
Cultural Heritage ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Mixed Reality ◽  
Equation Modeling ◽  
Factors Affecting ◽  
Brand Association ◽  
Experience Survey ◽  
Visitor Attractions

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

Development and Validation of an Empirical Model-based Instrument to Measure Empathy-driven Organizational Cultures in Indian Schools

2020 ◽  
Vol 45 (4) ◽  
pp. 471-499
Author(s):  
Debarshi Roy
Keyword(s):  
Factor Analysis ◽  
Organizational Culture ◽  
Confirmatory Factor Analysis ◽  
Indian Schools ◽  
Indian Context ◽  
Confirmatory Factor ◽  
Reliable Instrument ◽  
Valid Instrument ◽  
Development And Validation ◽  
Core Construct

It has been widely acknowledged that empathy plays an important role in school education, but empathy as a part of school organizational culture has not been extensively studied in the Indian context. This study explores empathy as the driver for school organizational culture and strives to create a platform for school organizational designs with empathy as the core construct. The study was conducted with two main objectives: (a) to establish and validate a model of empathy-driven school organizational culture and (b) to develop a valid and reliable instrument to measure organizational empathy in Indian schools. A random sample of 441 students participated in the study. The empathy-driven model was validated through exploratory and confirmatory factor analysis. A part of the questionnaire used for the first part of the study was used for the second part as an independent instrument and validated through confirmatory factor analysis. The instrument was further validated for convergent, discriminant and concurrent validity. Thus, a model for empathy-driven school organizations was validated and a reliable and valid instrument for measuring empathy-driven cultures in schools was developed.

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