B2B ONLINE BRAND COMMUNICATION AND BRAND LOYALTY

2016 ◽  
Author(s):  
Wolfgang Fritz ◽  
Benjamin Wille-Baumkauff
Keyword(s):  
Brand Loyalty ◽  
Brand Communication

A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges

2021 ◽  
Vol 9 (4) ◽  
pp. 253-260
Author(s):  
Itani Listen Ramuthivheli ◽  
Dr Kirsty-Lee Sharp ◽  
Prof. Bongazana Dondolo
Keyword(s):  
Higher Education ◽  
Pilot Study ◽  
Service Quality ◽  
South African ◽  
Generation Y ◽  
Brand Loyalty ◽  
Correlation Coefficients ◽  
Communication Service ◽  
Brand Communication ◽  
Brand Satisfaction

Objective - In an increasingly changing and dynamic South African higher education landscape, institutions must communicate their brand to stakeholders to perceive the institution as offering quality services,to have a loyal stakeholder. However, thereseemsto be little attention devoted to the influence of brand communication, brand satisfaction and service quality on brand loyalty in higher education, particularly in the Technical and Vocational Education and Training (TVET) sector. Considering this view, and noting that prior research on brand loyalty in the service sector has shown a connection between brand communication, service quality, brand satisfaction and brand loyalty, it is unknown if a similar correlation is found in the South African TVET sector. Therefore, it is necessary to investigate Generation Y students' views of brand communication, brand satisfaction and service quality in the TVET sector throughout the Gauteng Province of South Africa.As a result, this paper summarises the findings of a pilot study to establish the validity and reliability of a questionnaire used to examine Generation Y students' perceptions of brand communication, brand satisfaction and service quality related to brand loyalty in Gauteng TVET colleges. Methodology/Technique - The variables for the paper were derived from previously established questionnaires. A section of the questionnaire asked students about their views of a TVET's brand communication. Additionally, there were questions concerning the quality of service, brand selection and brand loyalty. Finally, all scale items were modified to be more contextually relevant.The questionnaire used a six-point Likert scale, with 1 indicating strong disagreement and 6 indicating strong agreement. The questionnaire was piloted with a convenience sample of 50 students not included in the primary study's sampling frame. Finding - The overall number of respondents (46) was insufficient to undertake extensive statistical testing. As a result, only frequency and correlation coefficients were computed. Correlation analysis revealed a substantial association between brand loyalty and the variables that influence it. All had a strong association between brand loyalty and brand communication, service quality and brand loyalty and satisfaction. Additionally, there were substantial correlationsbetween service quality and brand satisfaction and between service quality and brand communication. Correlation coefficients between constructs ranged from 0.294 to 0.781. This demonstrates that these constructs do not correspond to the same concept. As a result, all construct items were kept for use in the main study. Novelty - The results from the pilot study provides preliminary support for the hypothesised relationship between brand loyalty and its predictors. Marketers and service organisations need to recognise that the future patronage of a service organisation depends on loyalty. Type of Paper - Empirical Keywords: Brand Communication; Service Quality; Brand Satisfaction; Brand Loyalty; Technical and Vocational Training JEL Classification: M31, I23, I29

scholarly journals PENGARUH BRAND COMMUNICATION, SERVICE QUALITY DAN BRAND PERSONALITY ANGGOTA DEWAN TERPILIH MELALUI BRAND TRUST TERHADAP BRAND LOYALTY PEMILIH (Studi Partai Politik Gerindra)

2017 ◽  
Vol 5 (2) ◽  
pp. 123
Author(s):  
Wuri Arenggoasih
Keyword(s):  
Service Quality ◽  
Brand Loyalty ◽  
Choice Theory ◽  
Brand Personality ◽  
Marketing Communications ◽  
The Political ◽  
Brand Trust ◽  
Communication Service ◽  
Brand Communication ◽  
Member Of Parliament

AbstractTalking about marketing communications today is not only to products but has penetrated into the political field. Indonesia as a democratic state which is to become the member of parliament needs to have as many voters and a strong loyalty to the sustainability of the council itself and the political parties. Brand Communication, Service Quality and Brand Personality emerged as a voter votes for member of parliament which gives the possibility of influence in building Brand Loyalty (loyalty) through Brand Trust (trust).The theory used is the Strategy Choice Theory suggests one of the forms Compliance Gaining which argued about strategies of verbal / non verbal and emphasized specific results loyalty.         This research has shown that Brand Communication, Service Quality and Brand Personality as a real form of strategies verbal / nonverbal become voter votes for member of parliament which influence the Brand Loyalty through Brand Trust as a mediating variable.Keyword : marketing communications, Brand Communication, Service Quality, Brand Personality, Brand Loyalty, Brand Trust

scholarly journals Analysis of Brand Communication and Brand Image Impact on Brand Loyalty with Brand Trust as Intervening Variables

2020 ◽  
Vol 9 (4) ◽  
pp. 425-433
Author(s):  
Achmad Junaidi ◽  
Selvia Hendrayati ◽  
Yoga Nindhita ◽  
Oki hardiyanti Rukmana Sari
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Primary Data ◽  
Brand Trust ◽  
Z Score ◽  
Brand Communication ◽  
The Impact ◽  
The City

This study aims to determine the impact of brand communication and brand image on brand loyalty both directly and through brand trust. This research was conducted in the city of Semarang, and as a population are consumers of Crocodile Junior products in Paragon Mall Semarang. The sample used amounted to 100. Data collection techniques using accidential sampling. Primary data in this study were obtained from the distribution of closed question questionnaires. Data analysis techniques used multiple linear regression analysis with the application of SPSS 24. The results showed that the brand communication variable significantly influenced the brand image with a significance of 0,000 <0.05. Brand pronunciation has a significant effect on brand trust with a significance of 0,000 <0.05. Brand image has a significant effect on brand trust with a significance of 0,000 <0.05. Brand trust has a significant effect on brand loyalty with a significance of 0,000 <0.05. Based on the sobel test, the brand image variable can be a moderating variable between brand communication and brand trust with z sobel 6.778> z score 1.96. Besides, brand trust can be a moderating variable between brand communication and brand loyalty with z sobel 3,813> z score 1.96. Brand trust can be a moderating variable between brand image and brand loyalty with z sobel 7,365> z score 1.96.

scholarly journals THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA

2016 ◽  
Vol 15 (1) ◽  
Author(s):  
Silvia Margaretha ◽  
Angel Aprilia Susilo ◽  
Christina RahardjaHonantha
Keyword(s):  
Social Media ◽  
Structural Equation Model ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Equation Model ◽  
Brand Awareness ◽  
Brand Communication

The purpose of this study is to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data from 150 respondent in Surabaya were analyzed using Structural Equation Model (SEM) via Amos version 22. Respondent were randomly drawn from Surabaya society who joined the Fan Page of Indomie on Facebook. Result of this study showed that firm-created and user-generated social media brand communication positively influences Brand Awareness/Association, but has no influences on brand loyalty, and perceived quality only affected by user-generated social media brand communication.

scholarly journals GAMBARAN BRAND COMMNICATION BRAND TRUST DAN BRAND LOYALTY PELANGGAN KOSMETIK SARIAYU DI INDONESIA

2018 ◽  
Vol 3 (3) ◽  
pp. 89-99
Author(s):  
Fitri Asti Pratiwi ◽  
Dian H Utama
Keyword(s):  
Data Collection ◽  
Brand Loyalty ◽  
Descriptive Analysis ◽  
Survey Method ◽  
Measuring Instrument ◽  
Brand Trust ◽  
Brand Communication ◽  
Cross Sectional ◽  
Analysis Technique ◽  
Descriptive Approach

Purpose - The purpose of this study is to see the description of brand communication, brand trust and brand loyaltyDesign/methodology/approachh - The design of this study was cross sectional method. This research uses descriptive approach with explanatory survey method. The nurses analysis unit is 107 people. Data collection using questionnaire. The analysis technique used is descriptive technique by using frequency distributionFindings - Based on the results of the research using descriptive analysis, the results obtained that brand communication in the quite high category, brand trust in the good category, and brand loyalty in the good category. Originality/value -  The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study.

Predictors Of Brand Loyalty With Technical And Vocational Education Training Colleges İn Gauteng: Results Of A Pilot Study

2021 ◽  
Vol 12 (1) ◽  
pp. 49-49
Author(s):  
Itanı Lısten Ramuthıvhel ◽  
Dr Kirsty-Lee Sharp ◽  
Prof. Bongazana Dondolo
Keyword(s):  
Pilot Study ◽  
Service Quality ◽  
Vocational Education ◽  
South African ◽  
Generation Y ◽  
Brand Loyalty ◽  
Communication Service ◽  
Brand Communication ◽  
Technical And Vocational Education ◽  
Brand Satisfaction

According to Akoojee and McGrath (2008:132), TVET colleges are required to build institutions that are attuned better to satisfy the needs of the stakeholders through their brand. Very few TVET colleges have attracted stakeholders without proper brand communication and service quality (Beneke & Human 2010: 437). In most TVET colleges, very little is done to communicate the brand to stakeholders, which may be a direct result of the lack of proper brand communication and service quality (Azoury, Daou & El Khoury 2013:5). In an increasingly changing and dynamic South African higher education landscape, it is imperative for institutions to communicate their brands to stakeholders in such a way that these stakeholders perceive the institution as offering quality service in order to have a satisfied stakeholder who is loyal to the institution. However, there appears to be little attention paid to effects of brand communication, service quality and brand satisfaction on brand loyalty in the tertiary education sector, especially in the Technical and Vocational Education Training (TVET) sector. This study was conducted in Nigeria. In light of this view, and given previous research on brand loyalty in service industries identifying a relationship between brand communication, service quality, brand satisfaction and brand loyalty, it is unclear whether such relationships exist in the South African TVET sector. Therefore, there is a need to examine Generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in TVET colleges in Gauteng. Consequently, this research study reports on the findings from a pilot study conducted to determine the legitimacy and reliability of the measuring instrument being employed to examine Generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in TVET colleges in Gauteng. Keywords: Brand Loyalty, Brand Communication, Service Quality, Brand Satisfaction

scholarly journals Pengaruh Komunikasi Dan Citra Merek Terhadap Loyalitas Merek Dengan Kepercayaan Sebagai Mediasi

2021 ◽  
Vol 3 (1) ◽  
pp. 236
Author(s):  
Mauwelles Tamindael ◽  
Tommy Setiawan Ruslim
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Trust ◽  
Brand Communication

This research purposed to determine the effect of brand communication and brand image to brand loyalty of H&M’s customer in Jakarta with brand trust as a mediator. The total samples of this research are 100 respondents who asked to respond the statements in the questionnaires on google form. The Data in this research were analyze with PLS-SEM. The result of this research shows that all variables have a positive and significant effect except, brand communication to brand loyalty with brand trust as a mediator which has a positive but not significant effect of H&M’s customer in Jakarta. This research can be used as a measurement of variables that affect brand loyalty of H&M’s customer.Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi merek dan citra merek terhadap loyalitas merek pada konsumen H&M di Jakarta, dengan kepercayaan merek sebagai mediasi. Penelitian ini menggunakan sampel sebanyak 100 orang untuk menanggapi pernyataan kuesioner yang disebarkan dalam bentuk google form. Data pada penelitian ini diolah dengan metode PLS-SEM. Hasil pengolahan data menunjukkan bahwa seluruh variabel memiliki pengaruh positif dan signifikan kecuali, komunikasi merek terhadap loyalitas merek melalui kepercayaan merek sebagai mediasi yang memiliki pengaruh positif namun tidak signifikan pada konsumen H&M di Jakarta. Penelitian ini dapat digunakan sebagai ukuran variabel-variabel yang mempengaruhi loyalitas pada konsumen H&M.

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