A Study on Brand Image and Satisfaction, Re-purchase Intention, and Brand Loyalty of Korean Smartphone: Focusing on Chinese Consumers

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Celebrity Endorser dan Product Quality terhadap Buying Decision serta dampaknya pada Satisfaction (survei pada konsumen produk Rossa Beauty di Kota Pontianak). Jenis penelitian ini adalah penelitian kausalitas deskriptif. Sampel penelitian ini adalah responden yang pernah membeli dan menggunakan produk kosmetik merek Rossa Beauty selama 6 bulan terakhir sebanyak 100 orang yang diperoleh dengan purposive sampling. Analisis data dilakukan menggunakan analisis jalur (path analysis) dengan bantuan SPSS 22.0.Hasil penelitian memperlihatkan bahwa (1) Celebrity Endorser berpengaruh positif dan signifikan terhadap Buying Decision (2) Product Quality berpengaruh positif dan signifikan terhadap Buying Decision (3) Buying DecisionBerpengaruh positif signifikan terhadap Satisfaction (4) Celebrity Endorser berpengaruh positif signifikan terhadap Satisfaction (5) Product Quality berpengaruh positif signifikan terhadap Satisfaction. 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Investigating the antecedents of halal brand product purchase intention: an empirical investigation

Journal of Islamic Marketing ◽

10.1108/jima-03-2019-0063 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Afzaal Ali ◽

Mehkar Sherwani ◽

Adnan Ali ◽

Zeeshan Ali ◽

Mariam Sherwani

Keyword(s):

Brand Loyalty ◽

Purchase Intention ◽

Brand Image ◽

Perceived Quality ◽

Brand Trust ◽

Content Type ◽

Muslim Countries ◽

Chinese Muslims ◽

Halal Food ◽

Brand Satisfaction

Purpose This paper aims to apply the concept of traditional branding constructs, i.e. brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty to a less explored field of halal brand products – halal brand image, halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Second, the present research is an effort to empirically validate the interrelationships among branding constructs such as brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty in a holistic framework to confirm whether these branding constructs also work for the halal brand in the same way to gauge Chinese Muslims consumers’ purchasing intentions. Design/methodology/approach This research used cross-sectional data from 481 Chinese Muslim students at 9 universities located in 3 cities of China through face-to-face and online survey methods. Data were collected from the consumers of halal milk brand. A theoretical model with the hypothesized relationships was tested with the help of the structural equation modelling procedure. Findings The results suggest that halal brand image has a significant and positive influence on the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Similarly, the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty significantly influence consumer halal brand purchase intention. Research limitations/implications This study is conducted in the halal food sector of China and specific religious and migration contexts. Further investigations of the halal food purchasing behaviour of local Muslims, as well as international Muslim students in those Western countries which are famous destinations for international students for education, could yield varying results. Practical implications The outcomes achieved are helpful for commerce and government organizations for policy development to better meet the burgeoning demand for halal products by Chinese Muslims. These are also very helpful for producers and exporters who intend to penetrate the halal market in non-Muslim-dominant countries such as China. Originality/value Studies on understanding Muslim consumers’ purchasing behaviours in non-Muslim countries are limited. Given the fact, numbers of Muslims seem a smaller amount of China’s total population, but their total numbers are large compared with total numbers in many Muslim countries. Therefore, understanding their purchasing behaviours for halal products and influential determinants concerning such purchasing behaviours adds to the literature and helps the industry to better serve and capitalise on the growing market.

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Inner-Self vs. Outer-Self and Socially Responsible Product Consumption

Sustainability ◽

10.3390/su12229362 ◽

2020 ◽

Vol 12 (22) ◽

pp. 9362

Author(s):

Yeujun Yoon ◽

Kevin Chastagner ◽

Jaewoo Joo

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Online Survey ◽

Brand Image ◽

Equation Modeling ◽

Chinese Consumers ◽

Product Consumption ◽

Inner Self ◽

Status Seeking ◽

Underlying Mechanisms

This paper investigates how two fundamental consumer characteristics, self-esteem (inner-self) and status seeking (outer-self), influence consumers’ purchasing behaviors of CSR (Corporate Social Responsibility) products via two mediating effects: brand image and self-enhancement. In particular, we analyze these effects in two different CSR domains: environmental and social. By doing so, we are able to verify the underlying mechanisms of how different types of consumers respond to various CSR promotions. We propose a distinctive CSR consumption model incorporating both inner-self and outer-self components. We collected data from two countries, the US and China, using two commonly used online survey platforms: Amazon M-Turk and Loop Information Technology. Using structural equation modeling, our analysis in the environmental domain revealed that both inner-self and outer-self components play a significant role in consumers’ desire to purchase CSR products. Additionally, this process is mediated by the brand image of the firm and the tendency to enhance self-value. Interestingly, we found that in the social domain, self-enhancement mediated consumer characteristics and purchasing behavior of CSR product, whereas brand image did not. This indicates that environmental CSR activities increase brand value and its impact on purchase intention, while social CSR activities do not. Additionally, we found similar patterns for both US and Chinese consumers.

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