Influence of Brand Awareness and Value Assessment of Apartments on Recommendation Intention - Mediating Effect of Eco-Friendly Building Planning Factor and Eco-Friendly Marketing -

2021 ◽  
Vol 28 (6) ◽  
pp. 634-647
Author(s):  
Kyu-Hwan Do ◽  
Seong-Jin Kim
Keyword(s):  
Mediating Effect ◽  
Brand Awareness ◽  
Value Assessment ◽  
Planning Factor ◽  
Recommendation Intention

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 The key antecedent and consequences of destination image in a mega sporting event

2019 ◽  
Vol 50 (1) ◽  
Author(s):  
Yunduk Jeong ◽  
Suk-Kyu Kim
Keyword(s):  
Structural Equation ◽  
Critical Factor ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Mediating Effect ◽  
Destination Image ◽  
Sporting Events ◽  
Validity And Reliability ◽  
Tourist Satisfaction ◽  
Recommendation Intention

Background: One of the major challenges for marketing managers in the tourism industry faces is to improve destination image because of its huge impact on satisfaction and recommendation intentions. In this study, we identified event quality of mega sport events as a key antecedent that influences destination image.Objective: This study was undertaken to investigate the structural relationships between event quality, destination image, tourist satisfaction and recommendation intention with emphasis on the mediating effect of tourist satisfaction on relations between destination image and recommendation intention in the context of mega-scale sporting events.Method: Responses obtained from 342 international tourists visiting Pyeongchang, South Korea were collected and analysed. The validity and reliability of the involved measures were examined through conducting confirmatory factors, Cronbach’s alpha, and correlation analyses. A structural equation modelling analysis was conducted to investigate the relationships between the research variables.Results: The results were: (1) Event quality is a critical factor in influencing destination image, (2) destination image acts as an antecedent of tourist satisfaction and recommendation intention, (3) tourist satisfaction leads to recommendation intention and (4) tourist satisfaction partially mediates the relationship between destination image and recommendation intention. The practical implications were: (1) Destination marketers should utilise the Olympic legacy, (2) destination marketers should actively use social media to improve the destination image, and (3) local authorities should improve accessibility of destination through the construction of transportation infrastructure.Conclusion: It is meaningful to: (1) include event quality in tourism destination image-satisfaction-behavioural intentions models, (2) mega sporting events should be considered important aspects of marketing strategies aimed at improving destination image and its relevant variables and (3) we reveal empirical evidence that tourist satisfaction partially mediates the relation between destination image and recommendation intention. Accordingly, this article provides a step towards a richer and more inclusive understanding of destination marketing strategies.

scholarly journals Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions

2020 ◽  
Vol 17 (6) ◽  
pp. 669-685
Author(s):  
Vitor Azzari ◽  
Anderson Pelissari
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Hypothesis Test ◽  
Ordinary Least Squares ◽  
Perceived Quality ◽  
Mediating Effect ◽  
Three Dimensions ◽  
Brand Awareness ◽  
Equation Modeling

This paper aims to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity (CBBE) and its impact on purchase intention. It is a quantitative study based on a survey conducted with 622 smartphone users. The theoretical hypothesis test was performed by structural equation modeling (PLS-SEM) and ordinary least squares (OLS) regression to analyze the mediation effect. The results demonstrate that brand awareness does not directly impact purchase intention. This effect is only observed when it is mediated by the three dimensions of CBBE - perceived quality, brand associations, and brand loyalty. This investigation makes two major contributions. First, it demonstrates that knowing a brand is not enough to generate consumers’ purchase intent. Second, it uses the mediating effect of the other dimensions of CBBE (associations, loyalty, and perceived quality) to demonstrate that brand awareness acts as a first step in building brand value for consumers.

Influence factors of customer-based brand equity: A study on China mobile phone industry

2021 ◽  
pp. 2050050
Author(s):  
Wenqiu Guo ◽  
Liying Zhou
Keyword(s):  
Customer Satisfaction ◽  
Mobile Phone ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Mediating Effect ◽  
Strategic Decision ◽  
Brand Awareness ◽  
Equation Modeling

Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.

Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria

2021 ◽  
Vol 19 (3) ◽  
pp. 16-27
Author(s):  
Ebuka Christian Ezenwafor ◽  
Adeola A. Ayodele ◽  
Chukwudi Ireneus Nwaizugbo
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Survey Design ◽  
Emerging Market ◽  
Sampling Technique ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Online Shoppers

Although extant literature is gorged with the influence of social media marketing on brand loyalty, empirical investigation on mediating effect of brand awareness on social media marketing (SMM) and brand loyalty in the online retail industry in Nigeria are still lacking. This study examines the mediating effect of brand awareness on social media marketing and brand loyalty among online shoppers in a typical emerging market. To achieve this objective, survey design was adopted, and the unit of analysis was online shoppers in Anambra, Nigeria. Quota sampling and questionnaire were the sampling technique and research instrument respectively. A sample of 254 respondents was drawn using the Cochran's formula. The hypotheses were tested using structural equation model via Smart-Pls. It was found that SMM has predictive effect on brand awareness and brand loyalty: brand awareness predicts brand loyalty, and brand awareness mediates the relationship between SMM and brand loyalty. Organizations should strategize and harness the potential of growing social media and SMM.

scholarly journals The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement

2021 ◽  
Vol 7 (1) ◽  
pp. 262-272
Author(s):  
Adelina Emini ◽  
Jusuf Zeqiri
Keyword(s):  
Social Media ◽  
Transition Economies ◽  
Purchase Intention ◽  
Transition Economy ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Engagement ◽  
The Impact

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation modeling was used for assessing the proposed theoretical model. The bootstrapping technique was used to test the hypotheses and the mediating effects of brand awareness and brand engagement. The findings revealed a positive indirect impact of social media marketing on purchase intention and a full mediating effect of brand awareness and brand engagement in the relationship between social media marketing and purchase intention. The contribution of this study is that it provides insights into the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economies. Moreover, it highlights the impact of social media marketing on enhancing brand awareness, brand engagement, and purchase intention in emerging economies in general and in particular in Kosovo. On a practical level, research results provide customers’ insights relevant for designing effective social media marketing strategies for their potential prospects in transition economies. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

scholarly journals PENGUJIAN FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION SECONDATE

2021 ◽  
Vol 5 (2) ◽  
pp. 395
Author(s):  
Canny Canny ◽  
Hetty Karunia Tunjungsari
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Online Survey ◽  
Marketing Strategies ◽  
Mediating Effect ◽  
Brand Awareness ◽  
Factors Affecting ◽  
Digital Era ◽  
The Relationship ◽  
Practical Implications

Tujuan dari penelitian ini untuk mengetahui faktor-faktor yang mempengaruhi purchase intention produk kosmetik Korea merek Secondate. Variabel yang diteliti meliputi firm generated content, brand awarenesss, eWOM, brand loyalty, serta purchase intention. Terdapat 200  responden produk Secondate di Jabodetabek yang berpartisipasi dalam survei yang dilakukan secara online. Hasil dari penelitian ini menunjukkan bahwa brand loyalty dan brand awareness dapat memediasi pengaruh firm generated content pada purchase intention, namun eWOM tidak terbukti memiliki peran mediasi dalam pengaruh firm generated content pada purchase intention. Secara teoretis hasil penelitian ini memiliki implikasi dalam pengembangan literatur bidang pemasaran pada era digital. Adapun implikasi praktis hasil penelitian ini dapat dimanfaatkan bagi pemasar dalam menyusun strategi pemasaran digital, khususnya dalam pemasaran di media sosial dengan memanfaatkan firm generated content.  The purpose of this study was to examine factors affecting purchase intention of Korean cosmetic products under the Secondate brand. Research variables consist of  firm generated content, brand awareness, eWOM, brand loyalty, and purchase intention. There are 200 Secondate respondents in Greater Jakarta who participated in the online survey. The results of this study indicate that brand loyalty and brand awareness have mediating effect in the relationship between firm generated content and purchase intention, however, eWOM had no mediating effect in the relationship between firm generated content and purchase intention. Theoretically, the results of this study have implications in the development of marketing literature in the digital era. The practical implications of the study can be used for marketers in developing digital marketing strategies, especially on social media marketing by utilizing firm generated content.

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