scholarly journals Effects of Corporate Image on HMR Brand Image, HMR Product Attitude and HMR Behavioral Intention

2017 ◽  
Vol 23 (3) ◽  
pp. 77-88
Author(s):  
Han Ji-Soo ◽  
이형주
Keyword(s):  
Behavioral Intention ◽  
Brand Image ◽  
Corporate Image

A Study on Factors Affecting on Customer Intention to Use the Express Bus

2018 ◽  
Vol 34 (5E) ◽  
Author(s):  
Phuong Nguyen Van ◽  
Hieu Trung Nguyen ◽  
Toan Bao Le
Keyword(s):  
Local Government ◽  
Service Quality ◽  
Behavioral Intention ◽  
Structural Equation ◽  
Perceived Value ◽  
Equation Model ◽  
Corporate Image ◽  
Organizational Image ◽  
Factors Affecting ◽  
Managerial Implications

The improvement of transit service quality is an essential role in developing urban and interstate transportation. The local government, as well as bus service companies, should understand the behavioral intention of passengers to meet their expectation and requirements. This paper aims to highlight such behavioral decision and investigate dominant factors that influence the customers’ decision to use the express bus. The study explores the case of express bus companies in Tay Ninh province, Vietnam. By using the structural equation model approach to analyze the data collected from 295 passengers, who have experienced in using the express bus, the results reveal that service quality has a significantly positive relationship with both perceived value and corporate image. Specifically, customer satisfaction and organizational image also positively influence behavioral intention. Meanwhile, service quality indirectly affects on behavioral intention throughout perceived value and corporate image. Based on the findings, we provided some insightful managerial implications and recommendations to managers of bus carriers, and valuable practical suggestions to policymakers in the local government of Tay Ninh province to improve the service quality to encourage more citizens to use the express bus.

Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention

2016 ◽  
Vol 10 (4) ◽  
pp. 412-431 ◽  
Author(s):  
Tat Huei Cham ◽  
Yet Mee Lim ◽  
Nai Chiek Aik ◽  
Alexander Guan Meng Tay
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Behavioral Intention ◽  
Word Of Mouth ◽  
Medical Tourism ◽  
Brand Image ◽  
Equation Modeling ◽  
Measurement Scales ◽  
Content Type ◽  
Perceived Service Quality

Purpose Medical tourism is growing rapidly in the recent years in various Asian countries. The success of the hospitals engaged in medical tourism largely depends on their abilities in maintaining the repeating customers and to attract new customers. Hence, the purpose of this study is to examine the impacts of word-of-mouth and social media on hospital brand image. It also attempts to examine the relationships between brand image, perceived service quality, patient satisfaction and behavioral intention. Design/methodology/approach A questionnaire survey was used to collect data from 386 medical tourists to test the proposed model. All the measurement scales adopted in this study were adapted from the existing literature. The data collected in this study were analyzed using both SPSS and structural equation modeling approach via AMOS. Findings The findings from the structural analysis indicated that both word-of-mouth and hospital-generated social media have a significant impact on brand image. Hospital brand image positively influences medical tourists’ perception of service quality, and their perceived service quality is significantly related to their satisfaction, which in turn, leads to their behavioral intention. Originality/value This study is one of the few studies that considers the importance of hospital’s brand image in influencing medical tourists’ perceptions on the quality of healthcare services that they experienced during their medical trips. This research study also raises the significance of word-of-mouth communication and social media that influence hospitals’ brand image, which has been neglected by many studies.

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.

Exploration of patriotic brand image: its antecedents and impacts on purchase intentions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yufan Li ◽  
Weichen Teng ◽  
Tien-Tien Liao ◽  
Tom M.Y. Lin
Keyword(s):  
College Students ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Image ◽  
Purchase Intentions ◽  
Corporate Image ◽  
Research Model ◽  
Content Type ◽  
Corporate Integrity ◽  
Corporate Social

PurposeThe recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.Design/methodology/approachA research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.FindingsIn addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.Research limitations/implicationsPotential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findingsPractical implicationsWhile patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.Originality/valueThis study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOTOR SCUTER MATIC YAMAHA DI MAKASSAR

2020 ◽  
Vol 2 (1) ◽  
pp. 37-43
Author(s):  
Nurul Huda
Keyword(s):  
Brand Image ◽  
Corporate Image ◽  
Product Image

Penelitian ini bertujuan untuk mengetahui pengaruh brand image serta variabel mana yang memiliki pengaruh dominan terhadap keputusan pembelian motor scuter matic Yamaha di Makassar. Variabel yang dimaksud adalah corporate image, user image dan product image. Penelitian ini dilaksanakan di PT. Suracojaya Abadi Motor Makassar. Model penelitian yang digunakan yakni dengan metode observasi, wawancara, kusioner dan studi kepustakaan yang dilakukan secara sistematik berdasarkan tujuan penelitian. Metode analisis yang digunakan adalah metode regresi. Kemudian menggunakan uji F untuk mengetahui variabel brand image (corporate image, user image dan product image) secara simultan berpengaruh terhadap keputusan pembelian motor scuter matic Yamaha dan uji t untuk mengetahui variabel brand image corporate image, user image dan product image) yang lebih dominan berpengaruh terhadap keputusan pembelian motor scuter matic Yamaha. Hasil penelitian menunjukkan bahwa variabel brand image (corporate image, user image dan product image) secara simultan berpengaruh terhadap keputusan pembelian motor scuter matic Yamaha. Dari variabel brand image (corporate image, user image dan product image), ternyata variabel product image yang lebih dominan berpengaruh terhadap keputusan pembelian motor scuter.

scholarly journals ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO

2020 ◽  
Vol 23 (1) ◽  
pp. 1-12
Author(s):  
Dian Rahmawaty ◽  
Adek Rilman Nur
Keyword(s):  
Logistic Regression ◽  
Product Quality ◽  
Random Sampling ◽  
Brand Image ◽  
Descriptive Analysis ◽  
Binary Logistic Regression ◽  
Telecommunications Industry ◽  
Corporate Image ◽  
Decision Variable ◽  
Purchasing Decision

The study was backed by the telecommunications industry with a rapid growing became a mirror of tight and the high need for information which is easily accessible by the public. This research aims to know the influence of the brand image and product quality of Oppo smartphone product purchases. This research was conducted against students STIE Haji Agus Salim Bukittinggi majoring in management. After a review of the literature, and the preparation of the hypothesis, the data collected through questionnaire method deployed to 77 people respondents by using random sampling method. Analysis of the method used is descriptive analysis with logistic regression with binary using data processing using SPSS 16.0 for windows ver. Then conducted the analysis with the data using the test of validity, reliability, descriptive variable analysis (TCR), binary logistic regression test, wald test, ekspetasi test, G and nagelkerke so obtained by the equation Y-9.689 0, 292X1 0, 169X2. The results showed that the brand image and product quality positively and significantly to the influential buying decision either by partial and simultaneous. The most influential variables on the purchasing decision is a brand image with a percentage of that factor and 0.292 least affect the purchasing decision variable is the corporate image is by percentage of 0.169. Penelitian ini dilatarbelakangi dengan  tumbuh pesatnya industri telekomunikasi yang menjadi cermin dari ketat dan tingginya kebutuhan akan  infomasi yang mudah diakses oleh masyarakat. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan kualitas produk terhadap keputusan pembelian produk smartphone Oppo. Penelitian ini dilakukan terhadap mahasiswa STIE Haji Agus Salim Bukittinggi Jurusan Manajemen. Setelah dilakukan tinjauan pustaka, dan penyusunan hipotesis, data dikumpulkan melalui metode kuesioner yang disebar kepada 77 orang responden dengan menggunakan metode random sampling. Metode analisis  yang digunakan  adalah  analisis  deskriptif dengan menggunakan binary logistic regression dengan  pengolahan  data  menggunakan  SPSS  ver.16.0  for  windows. Kemudian dilakukan analisis  dengan  data  yang  ada  menggunakan  uji  validitas,  reliabilitas,  analisis deskriptif variabel (TCR), binary logistic regression , uji wald, uji G, uji ekspetasi dan nagelkerke sehingga didapatkan persamaan Y = -9,689+0,292X1+0,169X2. Hasil penelitian menunjukkan bahwa citra merek dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian baik secara parsial dan simultan. Variabel  yang  paling  berpengaruh besar terhadap keputusan pembelian adalah citra merek dengan presentase sebesar 0,292 dan faktor yang paling kecil mempengaruhi keputusan pembelian adalah variabel kualitas produk adalah dengan presentase sebesar 0,169.

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