scholarly journals Mediation Role of Customer Advocacy in Customer Loyalty and Brand Equity Relationship – An Empirical Study in Context to In-store Brands

2016 ◽  
Vol 9 (45) ◽  
Author(s):  
G. Shailesh ◽  
D. Bhanusree Reddy
Keyword(s):  
Empirical Study ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Store Brands

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

Building customer loyalty in retail banking: a serial-mediation approach

2019 ◽  
Vol 38 (2) ◽  
pp. 456-484 ◽  
Author(s):  
Pallavi R. Kamath ◽  
Yogesh P. Pai ◽  
Nandan K.P. Prabhu
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Family Income ◽  
Customer Experience ◽  
Retail Banking ◽  
Equation Modeling ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to advance research on the relationship between customer experience and customer loyalty by exploring the serially mediating roles of brand equity and customer satisfaction and the moderating roles of age, gender, education and family income in the retail banking industry. Design/methodology/approach A total of 500 responses of retail banking customers were used to test the model using the partial least squares structural equation modeling approach. Advanced statistical techniques, such as importance-performance map analysis and a joint application of FIMIX-PLS and PLS-POS, were used to gain new insights. Findings The study highlighted that the relationship between customer experience and loyalty is serially mediated by brand equity and customer satisfaction. Age, gender and education were found to be significant moderators in the customer experience–loyalty relationship. Age and gender were found to be significant moderators in the brand equity–loyalty relationship. Practical implications The study strongly suggests that practitioners not only focus on delivering exceptional customer experiences but also on providing leverage brand equity and satisfaction to build customer loyalty. Practitioners should focus on training their front-line employees to improve the quality of their behavior and relations with customers and thereby build customer loyalty. Originality/value To the authors’ knowledge, this is the first study to explore the mediating role of several variables sequentially and the moderating role of customer demographics in the customer experience–customer loyalty relationship.

scholarly journals PENGARUH PROMOTION MIX TERHADAP CUSTOMER LOYALTY MELALUI BRAND EQUITY SEBAGAI VARIABEL MEDIASI

2019 ◽  
Vol 8 (12) ◽  
pp. 6910
Author(s):  
Nyoman Putri Widyasari ◽  
I Gde Ketut Warmika
Keyword(s):  
Path Analysis ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Sales Promotion ◽  
Significant Positive Effect ◽  
Sales Promotions ◽  
The City ◽  
Positive Effect

This study explains the role of brand equity mediates the effect of promotion mix on customer loyalty. This research was conducted in the city of Denpasar involving 100 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of the study are that Promotion mix has a positive and significant effect on brand equity, Promotion mix has a positive and significant effect on customer loyalty, Brand equity has a significant positive effect on customer loyalty, and Brand equity mediates the effect of promotion mix on customer loyalty. Acer management to pay more attention to individual sales and sales promotions on promotion mix. Increase sales promotion by giving discounts, presenting repeat prizes such as geratis laptop accessories in certain types, distributing promotional catalogs, and increasing individual sales by concentrating on training salespeople in various fields. Keywords: promotion mix, customer loyalty, brand equity.

scholarly journals Impact of Perceived CSR on Brand Equity through Brand Admiration and Customer Advocacy Behaviour: Moderating Role of Brand Attitude and Customer Loyalty

2021 ◽  
Vol 3 (3) ◽  
Author(s):  
Mashari Mahmood ◽  
Amna Niazi ◽  
Waheed Asghar ◽  
Mujahid Hussain
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Food Production ◽  
Structural Equation ◽  
Quantitative Research ◽  
Positive Impact ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Moderating Role

This study intends to explore the positive impact of perceived Corporate Social Responsibility (CSR) on brand equity with respect to behaviors and emotions. The motive behind this study was to examine the sequential mediating role of emotion of brand admiration and customer advocacy behavior between perceived CSR and brand equity. Moderators of brand attitude and customer loyalty were also explored in this study. Quantitative research method has been adapted for this study. A questionnaire with 5-point likert scale was adopted from existing scholarly work to collect data from 364 customers of 5 food production companies placed in Pakistan. Collected data were analyzed with the help of SPSS and Smart PLS3 through Structural Equation Modeling (SEM) technique. Results show that brand admiration and customer advocacy behavior significantly mediate the relationship of perceived CSR and brand equity. Moreover, moderating role of brand attitude and customer loyalty was found positive and significant. This was the novelty of this research. This research will be helpful for food production companies in Pakistan to formulate strong customer-brand relationships in order tostrengthen their brand equity by effectively positioning their CSR practices into the minds of consumers.

scholarly journals Effects of brand values on customer loyalty intention: The mediating role of trust, attachment and consumer - brand identification

2017 ◽  
Vol 1 (Q1) ◽  
pp. 83-96
Author(s):  
Thuy Thi Ngoc Vo
Keyword(s):  
Empirical Study ◽  
Customer Loyalty ◽  
Functional Food ◽  
Quantitative Method ◽  
Brand Identification ◽  
Brand Attachment ◽  
Mediating Role ◽  
Loyalty Intention ◽  
Brand Values

Customers and brands usually find a connection to one another through brand values, namely the functional, emotional, experiential, and symbolic values. This connection plays a considerable role in creating loyalty intention. However, studies on the mechanism of this relationship remain limited. This study proposes that perceived functional values lead to customers' loyalty to the brand as they create trust; the emotional and experiential values result in loyalty intention as they link customers to brand attachment; and the symbolic values lead to loyalty as they create consumer-brand identification. We conducted an empirical study using quantitative method on a sample of 311 customers in three different functional food brands. The results show that trust and attachment accordingly play partial mediating roles, and attachment plays a full mediating role.

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