A Study on the Effect of Storytelling Marketing on Brand Image and Brand Attitude

2018 ◽  
Vol 6 (4) ◽  
pp. 1-16
Author(s):  
Hye-Jin Kim ◽  
So-Yeon Park ◽  
Hye-Yoon Park
Keyword(s):  
Brand Image ◽  
Brand Attitude

Relationship among China’s country image, corporate image and brand image

2019 ◽  
Vol 2 (1) ◽  
pp. 34-49 ◽  
Author(s):  
Qingji Fan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Corporate Image ◽  
Country Image ◽  
Chinese Enterprises ◽  
Content Type ◽  
Four Dimensions ◽  
Theoretical Evidence ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

The Effect of Brand Attitude and Brand Image on Brand Equity

2001 ◽  
Vol 9 (3) ◽  
pp. 61-75 ◽  
Author(s):  
James B. Faircloth ◽  
Louis M. Capella ◽  
Bruce L. Alford
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Attitude

scholarly journals Pengaruh Public Relations terhadap Brand Image dan Dampaknya terhadap Loyalitas Konsumen: Kasus pada Aston Braga Hotel & Residence Bandung

2020 ◽  
Vol 4 (2) ◽  
pp. 169
Author(s):  
Mochamad Alief Adji Prasetyo
Keyword(s):  
Public Relations ◽  
Brand Image ◽  
Brand Personality ◽  
Brand Attitude ◽  
Brand Association

Penelitian ini dilatarbelakangi oleh permasalahan terkait Public Relatons dan Brand Image pada Aston Braga Hotel & Residence Bandung. Permasalahan tersebut didasari dengan hasil pra survei yang menunjukkan bahwa Brand Image yang terdiri dari Identitas Brand, Brand Personality, Brand Association, Brand Attitude & Behaviour, Brand Benefit & Competence belum sepenuhnya mendapat tanggapan baik dari responden. Walaupun Archipelago International sebagai induk perusahaan dari Aston Braga Hotel & Residence menurut Idntimes.com termasuk kedalam 5 merek terkenal di Indonesia, tetapi pada tahun 2018 menggambarkan loyalitas konsumen untuk setia kepada Aston Braga menurun, dalam penelitian ini penulis ingin meneliti apakah penurunan ini disebabkan oleh Public Relations atau Brand Image. Dimana semakin banyaknya pesaing membangkitkan semangat para pelaku bisnis untuk lebih meningkatkan merek dan loyalitas konsumennya. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Public Relations terhadap Brand Image dan dampaknya terhadap loyalitas konsumen Aston Braga Hotel & Residence Bandung. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis penelitian yang digunakan adalah deskriptif verifikatif, skala pengukuran yang digunakan adalah skala likert. Populasi peelitian ini adalah konsumen Aston Braga Hotel & Residence Bandung dengan sampel sebanyak 100 responden. Teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling. Metode analisis data yang digunakan pada penelitian ini adalah Jalur Analisis Path. Pengolahan data dilakukan dengan menggunakan SPSS. Berdasarkan penelitian yang dilakukan, persentase penilaian Public Relations masuk dalam kategori baik dengan rentang nilai 68%-84%, sedangkan persentase penilaian Brand Image dan Loyalitas Konsumen cukup baik dengan rentang nilai 52%-68%.

scholarly journals ANALISIS PENGARUH CITRA MEREK TERHADAP KEPUTUSAN MENGINAP DI HOTEL X

2020 ◽  
Vol 6 (2) ◽  
Author(s):  
Hari Iskandar
Keyword(s):  
Brand Image ◽  
Brand Personality ◽  
Brand Attitude ◽  
Brand Identity ◽  
Purposive Sampling ◽  
Brand Association

<div class="WordSection1"><p>Hotel X memiliki citra merek yang baik dimana dengan meningkatnya tingkat hunian kamar yang baik disetiap periode. Peneliti melakukan penelitian ini dengan tujuan untuk mengetahui pengaruh dari indikator <em>brand image</em> Hotel X terhadap keputusan tamu untuk menginap.. Metode kuantitatif digunakan sebagai metode penelitian, dan analisis data yakni regresi linear sederhana. Dimana uji penelitian ini menggunakan SPSS. Sampel yang diambil sebanyak 135 responden menggunakan metode <em>non probabilty sampling</em>, dengan teknik <em>purposive sampling</em>.</p><p>Hasil penelitian berdasarkan uji t dari variabel <em>brand image</em> diantaranya dimensi <em>brand identity</em>, <em>brand association</em>, dan <em>brand benefit and competence</em> hipotesis diterima, yang berarti ketiga dimensi tersebut memilik pengaruh terhadap variabel Y, sedangkan kedua dimensi lainnya yaitu <em>brand personality</em> dan <em>brand attitude and behaviour</em> dimana hipotesis ditolak yang berarti tidak terdapat pengaruh terhadap variabel Y. Berdasarkan hasil uji F,  variabel X diuji secara simultan memiliki pengaruh yang signifikan terhadap variabel Y. Berdasarkan hasil uji R2, diperoleh nilai sebesar 64,6%, dimana sebesar 64,6% <em>brand image</em> berpengaruh terhadap keputusan menginap di Hotel Aston, dan sisanya yaitu 35,4% dipengaruhi oleh variabel lain diluar X.</p><p>Kesimpulan yang bisa didapatkan bahwa terdapat pengaruh positif dari <em>brand image</em> terhadap keputusan menginap sebesar 64,6% sedangkan 35,4% dipengaruhi oleh variabel lainnya. Saran yang bisa diberikan adalah meningkatkan karakteristik dari <em>service</em><em>-</em>nya, dan juga menjaga kamar agar sesuai dengan gambar yang ditampilkan, dari sisi <em>brand attitude and behaviour</em> dapat lebih memperhatikan fasilitas yang disediakan dalam kondisi normal, baik dalam bentuk makanan dan <em>service</em> diberikan secara profesional.<strong></strong></p><p><strong>Kata Kunci:</strong> Merk, Citra, Hotel, Keputusan Menginap.</p></div>

Impact of core-product and service-encounter quality, attitude, image, trust and love on repurchase

2019 ◽  
Vol 31 (4) ◽  
pp. 1588-1608 ◽  
Author(s):  
Heesup Han ◽  
Jongsik Yu ◽  
Bee-Lia Chua ◽  
Sanghyeop Lee ◽  
Wansoo Kim
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Retention Rate ◽  
Low Cost ◽  
Brand Attitude ◽  
Service Encounter ◽  
Equation Modeling ◽  
Business Success ◽  
Brand Trust ◽  
Content Type

Purpose The purpose of this study was to examine airline passengers’ repurchase decision-making process by developing a sturdy theoretical framework comprising in-flight core-product and service-encounter quality, brand attitude, image, trust and love. The authors also attempted to examine if such decision formation differs across full-service and low-cost airlines in South Korea. Design/methodology/approach A quantitative method was used to achieve research objectives. For assessment of the conceptual framework and test of research hypotheses, a structural equation modeling and test for metric invariance were used. Findings The results revealed that in-flight product and service-encounter quality significantly affected their subsequent variables, and their impact on intention was mediated by brand attitude, image, trust and love. In addition, brand image along with brand trust included the strongest influence on intention. Findings also indicated that the relationships among brand attitude, image, trust and love significantly differed between full-service and low-cost airlines. Practical implications Increasing the customer retention rate is a key component of airline business success. This study made an important contribution to advancing the existing knowledge on what factors induce airline customers’ decision to repurchase a particular airline product and how such factors are interrelated with each other within the proposed model. Originality/value This research was the first to explore that the relationship strength among brand image, brand attitude, brand trust and brand love are not equal between full-service and low-cost airline passenger groups.

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