The role of brand awareness on brand image, perceived quality and effect on risk in create brand trust

2016 ◽  
Author(s):  
Ismail CAKMAK
Keyword(s):  
Theoretical Model ◽  
Perceived Risk ◽  
Brand Image ◽  
Perceived Quality ◽  
Smart Phones ◽  
Brand Awareness ◽  
Brand Value ◽  
Brand Trust ◽  
Sample Set

Brands mediate the meeting of business and consumers. This is the first step in getting that brand awareness is the first step that occurs when the same judgment. Businesses are trying to be positive in this first step. It must have tool for positive judgment of brand awareness for create a strong brand value. In this study, brand trust which quality and effect on risk and this effect to creating it in occurring consumer perceived will be explaining information generated by the brand awareness and brand image. For this purpose, a theoretical model was created. The study will be discussed and hypotheses sample set of smart phones, the scale will be used to cover all aspects are dealt with.Keywords: brand awareness, brand image, perceived quality, perceived risk, brand trust.

scholarly journals Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

2020 ◽  
Vol 12 (5) ◽  
pp. 1958 ◽  
Author(s):  
Feng Xu ◽  
Yuli Bai ◽  
Shuaishuai Li
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Mediating Effect ◽  
Total Effect ◽  
Brand Awareness ◽  
Brand Value ◽  
Brand Trust ◽  
Brand Engagement ◽  
Brand Quality ◽  
Theory Of Value

Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

scholarly journals CREATING LOVEMARKS THROUGH STUDENTS OF PUBLIC UNIVERSITIES IN IRELAND

2021 ◽  
Author(s):  
Javier Casanoves-Boix ◽  
◽  
Ana Cruz-García ◽  
Maurice Murphy ◽  
◽  
...  
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Public Universities ◽  
Brand Image ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Suitable Model ◽  
Brand Capital

This research was carried out to examine the role of educational brand capital applied to public universities in Ireland. To this end, the main contributions in the literature related to the study of brand capital and its application in the Irish educational sector were analyzed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realized using a sample of 423 valid responses from students at the two main public universities in Cork (Ireland). The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables (brand awareness, brand image, perceived quality, and brand loyalty), while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.

scholarly journals Pengaruh Brand Awareness, Brand Image, dan Brand Trust terhadap Keputusan Pembelian pada Produk Pocari Sweat di Jakarta

2021 ◽  
Vol 5 (4) ◽  
pp. 360
Author(s):  
Yusi Intan Junia
Keyword(s):  
Brand Image ◽  
Perceived Quality ◽  
Body Fluids ◽  
Brand Awareness ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Questionnaire Method ◽  
Positive Effect

The purpose of this study is to look at the factors that influence the decision of purchasing products in Indonesia. The researcher uses the Pocari Sweat brand as a model for the use of body fluids. This study uses a questionnaire method. Data from 231 respondents who used Pocari Sweat products were processed using SPSS version 24.0. The result is brand awareness, and brand trust towards positive product purchasing decisions. The partially perceived quality has no positive effect. Brand awareness, perceived quality and brand trust. This research provides input to academics and beverage beverage companies along with ionic drinks in Indonesia. Tujuan penelitian ini adalah untuk melihat faktor yang mempengaruhi terhadap kepuasan pembelian produk pada produk minuman ion di Indonesia. Peneliti menggunakan merk Pocari Sweat sebagai model pengganti cairan tubuh. Penelitian ini menggunakan metode kuesioner. Data dari 231 responden yang mengkonsumsi produk Pocari Sweat diolah menggunakan SPSS versi 24.0. Hasilnya adalah brand awareness, dan brand trust secara parsial mempunyai pengaruh positif terhadap keputusan pembelian terhadap produk. Perceived quality secara parsial tidak mempunyai pengaruh positif terhadap keputusan pembelian produk. Brand awareness, perceived quality dan brand trust secara simultan mempunyai pengaruh positif terhadap keputusn pembelian. Penelitian ini memberikan masukan kepada akademisi dan perusahaan minuman kemasan sekaligus minuman ion bagaimana meningkatkan keputusan pembelian produk minuman kemasan ion di Indonesia.

The impacts of brand asset of domestic screen golf playing systems upon brand trust and brand loyalty

2016 ◽  
Vol 17 (4) ◽  
pp. 320-332 ◽  
Author(s):  
Ho-Jin Lee ◽  
Yongseok Jee
Keyword(s):  
Significant Influence ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Brand Strategy ◽  
Brand Trust ◽  
Content Type ◽  
Brand Marketing

Purpose The purpose of this paper was to provide Korean screen golf systems suppliers experiencing severe competition in an oversaturated market with effective brand marketing strategies by examining the interrelationships among brand assets, brand trust, and brand loyalty. Design/methodology/approach This study used the convenient sampling method of non-probability and distributed questionnaires to 1,200 subjects over 20 years of age from ten screen golf playing facilities in Korea. Findings The following results were obtained: first, the subfactors of brand assets were identified to have significant influence upon brand trust in the following order: perceived quality, brand image, and brand awareness. Second, brand trust was identified to have a significant influence on brand loyalty. Lastly, the subfactors of brand assets were identified to have significant influence on brand loyalty in the following order: brand image, brand awareness, and perceived quality. Originality/value This paper provides useful information for developing an effective brand strategy in an oversaturated situation.

scholarly journals Antecedents of Brand Loyalty in Beverage Industry of Pakistan, Moderating Role of Brand Image

2018 ◽  
Vol 6 (2) ◽  
pp. 60-67
Author(s):  
Muhammad Javed ◽  
◽  
Khurram Shahzad ◽  
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Negative Relationship ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Survey Method ◽  
Beverage Industry ◽  
Study Results ◽  
Moderating Role

The aim of the current study was to examine a few antecedents of brand loyalty, such as brand awareness, perceived quality, especially focusing on the moderating role of brand image. The data were collected using survey method and statistical techniques such as correlation and regression were used for analysis and interpretation of the said data. The results indicated a positive relationship between perceived quality and brand loyalty but a negative relationship between brand awareness and brand loyalty. Additionally, no moderation has been found between brand awareness, perceived quality and brand loyalty due to brand image. Furthermore, perceived quality is found to be a determinant of brand loyalty. Overall, these results demonstrated that the influence on brand loyalty varies across various variables of study. Results from this study contribute to the marketing and brand managers seeking to improve their understanding of the ever growing brand loyalty topic

scholarly journals The antecedents of Muslim customers’ intention to invest in an Islamic bank’s term deposits: evidence from a Muslim majority country

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sri Rahayu Hijrah Hati ◽  
Sigit Sulistiyo Wibowo ◽  
Anya Safira
Keyword(s):  
Perceived Risk ◽  
Online Survey ◽  
Perceived Value ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Islamic Banks ◽  
Content Type ◽  
Islamic Bank

Purpose The purpose of this study is to examine the impacts of product knowledge, perceived quality, perceived risk and perceived value on customers’ intention to invest in Islamic Banks. This study specifically examines an Islamic bank’s term deposits. Design/methodology/approach Structural equation modeling was used to analyze the data collected from 217 customers of an Islamic bank in Indonesia using an online survey. Findings This study highlights the central and dual roles of perceived risk as both the independent and the intervening variable that mediates the relationship between product knowledge and Muslim customer intention to invest in an Islamic bank’s term deposits. Research limitations/implications This study only investigates term deposits as one type of investment in Islamic banks. This study contributes to the literature by examining the role of product knowledge, perceived quality, perceived risk and perceived value on Muslim customer intention to invest in Islamic term deposits. Practical implications The results of this study highlight the requirement for Islamic banks to educate customers to improve the depositors’ product knowledge because Muslim customers’ risk and value perception and intention are strongly influenced by product knowledge. Originality/value The investigation of perceived risk is particularly relevant for Islamic financial products because of the inherent nature of risk sharing in Islamic finance. This study investigates the role of product knowledge in influencing the Muslim customers’ perception of risk, quality, value and their intention to invest in Islamic bank term deposits. Ideally, the profit loss sharing concept (PLS) should be applied; however, in this context, revenue sharing is applied because of Indonesia’s central bank regulation.

Perceived Guest House Brand Value: The Influence of Web Interactivity on Brand Image and Brand Awareness

2020 ◽  
Vol 27 (2) ◽  
pp. 250-277
Author(s):  
Rosemary Matikiti-Manyevere ◽  
Mornay Roberts-Lombard ◽  
Mercy Mpinganjira
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Brand Value ◽  
Guest House

scholarly journals KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

2011 ◽  
Vol 4 (1) ◽  
pp. 51
Author(s):  
Dedi Hidayah
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Primary Data ◽  
Equation Modeling ◽  
Store Brand ◽  
Retail Market

<p><span><em>As the retail market is still emerging on the last decade, naturally, the competition among </em><span><em>players becoming more challenging. Empowering all the resource of the organization as </em><span><em>added values would be the strategy to win the targeted market. Brand equity is one of </em><span><em>valuable assets of the company since its ability to gain market share against these rivals, and </em><span><em>the ability to keep customers by building brand loyalty which can in turn reduce marketing</em><br /><span><em>costs.</em><br /><span><em>The purpose of doing this study is to explore the interrelation of four brand equity components; </em><span><em>brand awareness, brand loyalty, perceived quality and brand image in modern store industry, </em><span><em>and improve the conceptualization of customer-based modern store brand equity.</em><br /><span><em>The research design used in this study is the hypotheses testing. The type of relationship </em><span><em>between the variables in this study is the co relational research, because the researchers are </em><span><em>interested in explaining the important variables related with the problems. </em></span></span></span></span></span></span></span></span></span></span></span></span></p><p><span><span><span><span><span><span><span><span><span><span><span><span><em>The hypothesis</em><br /><span><em>testing was done by using Structural Equation Modeling (SEM) with the support of Amos </em><span><em>version 7.0.</em><br /><span><em>This study is using primary data. The data was collected by questionnaire technique, by giving </em><span><em>the written statements to the respondents. And then, the respondents gave their feedback </em><span><em>about the statements given. The answers have been available.</em><br /><span><em>Keywords: </em><span><em>Brand awareness, brand loyalty, perceived quality and brand image</em></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br /></span></span></p>

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