scholarly journals Investigating Brand Switching on Cosmetics Products: A Case Study of Nu Skin

2021 ◽  
Vol 12 (3) ◽  
pp. 241-254
Author(s):  
Mayong Ajiwinanto ◽  
Megawati Simanjuntak ◽  
Hendri Tanjung
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Rapid Development ◽  
Marketing Mix ◽  
Brand Attitude ◽  
Switching Behavior ◽  
Equation Modeling ◽  
Product Reviews ◽  
Brand Switching ◽  
Multi Level

The rapid development of the cosmetics industry and the high competition in the cosmetics market in Indonesia impact consumers. The market has many available choices of cosmetics products, and this situation causes many consumers to switch brands. The research aimed to analyze the suitability of Sharia about cosmetics products from Nu Skin and the factors that influenced the brand switching of the cosmetics product with multi-level marketing. The research applied a quantitative and descriptive approach. Data collection from respondents was carried out with a structured questionnaire. The respondents were consumers who had bought and used Nu Skin products. Around 150 respondents were selected through the purposive sampling method. Then, the researchers used the LISREL software. The connection between the variables was investigated by Structural Equation Modeling (SEM). The findings indicate that Word of Mouth (WOM) and marketing mix significantly influence the brand image of the cosmetics products. Similarly, religiosity and marketing mix have a significant influence on brand attitude. Then, brand image and brand attitude have a significant effect on brand switching. However, religiosity has no significant effect on brand switching. For marketing practitioners, the results can be considered in terms of marketing strategy in consumers’ habits of accessing social media to read product reviews from their friends who have used Nu Skin products before. The more people review and recommend the products to others, the higher the consumers’ interest is in buying Nu Skin products, and the smaller the intensity is involved in brand switching behavior. The research offers a new insight regarding the influencing factors of brand switching of halal cosmetics products through multi-level marketing.

PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

2019 ◽  
Vol 6 (2) ◽  
pp. 17-34
Author(s):  
Intan Syafira Gustia ◽  
Amelia Natasha Hilal ◽  
Sarah Annida Hanifa Hanum ◽  
Nabila Cyrilla ◽  
Nadia Kirana Paramita
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM       ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

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.

What drives green brand switching behavior?

2018 ◽  
Vol 36 (6) ◽  
pp. 694-708 ◽  
Author(s):  
Hung-Che Wu ◽  
Chiou-Fong Wei ◽  
Li-Yu Tseng ◽  
Ching-Chan Cheng
Keyword(s):  
Cognitive Dissonance ◽  
Structural Equation ◽  
Switching Behavior ◽  
Equation Modeling ◽  
Brand Experience ◽  
Content Type ◽  
Brand Switching ◽  
Structural Relationships ◽  
Experiential Quality ◽  
Product Strategies

Purpose The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding. Design/methodology/approach A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling. Findings The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior. Practical implications To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies. Originality/value The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

Elucidating green branding among Muslim consumers: the nexus of green brand love, image, trust and attitude

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Reza Salehzadeh ◽  
Maryam Sayedan ◽  
Seyed Mehdi Mirmehdi ◽  
Parisa Heidari Aqagoli
Keyword(s):  
Direct Effect ◽  
Structural Equation ◽  
Brand Image ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Environmental Harm ◽  
Brand Love ◽  
Content Type ◽  
Marketing Managers ◽  
Significant Direct Effect

Purpose Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue for marketing managers. One of the main reasons for this degree of importance is because of the many positive outcomes that green brand love will have for organizations. The purpose of this paper is to evaluate the effect of green brand image, trust and attitude on green brand love among Muslim consumers. Design/methodology/approach In this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 201 consumers of various automobile brands in Isfahan, Iran. Structural equation modeling is used to test the research hypotheses. Findings The findings show that green brand image has a significant direct effect on green brand attitude, love and trust. In addition, the results indicate that green brand attitude and trust have a significant direct effect on green brand love. Practical implications Considering the importance of the issue of automobility and environmental harm, this paper offers new insights to marketing managers of the automotive industry in Iran. Originality/value This study is among the first to explore the effect of green brand image, trust and attitude on green brand love.

scholarly journals The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University

2020 ◽  
Vol 5 (2) ◽  
pp. 139-156
Author(s):  
Zukhri Agusty Leo Syamsul Arifin ◽  
Ujang Sumarwan ◽  
Mukhamad Najib
Keyword(s):  
Graduate Education ◽  
Causal Relationship ◽  
Structural Equation ◽  
Brand Image ◽  
Marketing Mix ◽  
Equation Modeling ◽  
Marketing Plan ◽  
Graduate Studies ◽  
Master Program ◽  
Physical Evidence

Competition in the recruitment of graduate students is increasingly tight with the large number of tertiary institutions offering graduate education programs.  Universities must develop more competitive marketing strategies to win the competition in the student recruitment market.  This study aims to analyze the effect of the marketing mix on brand-image, motivation, and student decisions in choosing a graduate education at the Bogor Agricultural University (IPB) as the place to pursue graduate study. This study uses a causality approach with survey techniques to explain the causal relationship between marketing mix variables, brand image, motivation, and student decisions. The data of this study were collected using a questionnaire from 255 master program students of IPB. Structural Equation Modeling (SEM) is used to analyze the causal relationship between marketing mix with brand-image, motivation, and student decisions. The results showed that products, promotions, people, and physical evidence significantly influence brand-image.  Product, place, process, people, physical evidence, and brand image have a significant influence on motivation. The product, promotion, process, people, brand image, and motivation influence the student’s decision.  Policy-makers at IPB can consider the findings of this study, while developing a graduate education marketing plan, to increase the number of new students.

Understanding non-private label consumers’ switching intention in emerging market

2019 ◽  
Vol 37 (6) ◽  
pp. 689-705
Author(s):  
Eugene Cheng-Xi Aw ◽  
Han Xi Chong
Keyword(s):  
Structural Equation ◽  
Emerging Market ◽  
Marketing Mix ◽  
Brand Attitude ◽  
Private Label ◽  
Equation Modeling ◽  
Research Model ◽  
Content Type ◽  
And Gender ◽  
Market Perspective

Purpose The purpose of this paper is to propose and empirically test a research model encompassing marketing mix activities as antecedents of non-private label consumers’ switching intention, particularly from an emerging market perspective. The study also aims to test the moderating role of general neophobia and gender. Design/methodology/approach Focusing on non-private label consumers, the study analyzed a total of 211 questionnaire responses. Partial least squares structural equation modeling was used to test the research model. Findings The results suggested that marketing mix activities, particularly advertising, in-store communication, and monetary promotion positively influenced private label brand attitude. Attitude positively influenced switching intention. The proposed moderating effects of general neophobia and gender in the relationship between private label brand attitude and switching intention were supported. Originality/value This study provides empirical evidence to the effects of marketing practices on private label brand attitude from an emerging market perspective, complementing previous research which largely focused on developed market. The findings offer managerial ideas in targeting non-private label consumers. The test of moderating variables expands the understanding on attitude-intention link.

scholarly journals Brand Loyalty versus Brand Switching: Revisiting the Concept from Young Consumers’ Perspective

2019 ◽  
Vol 8 (2) ◽  
pp. 129-154
Author(s):  
Aasir Ali ◽  
Arshad Khushi Muhammad ◽  
Muhammad Shahid Rasheed ◽  
Rab Nawaz Lodhi
Keyword(s):  
Social Influence ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Sales Promotion ◽  
Switching Behavior ◽  
Equation Modeling ◽  
Survey Method ◽  
Variety Seeking ◽  
Brand Switching ◽  
Young Consumers

Over the years, the usage of smartphoneshas burgeoned worldwide. However, it is noteworthy that with this multiplied usage and popularity of smartphones,most of the consumers demonstrateerratic behavior in the selection oftheir preferred brand. Therefore,in order to understand this phenomenon further, this study wasconducted in Pakistan to examine the brand switching behavior of young consumers in the smartphoneindustry.For the purpose of this study, a theoretical framework marks out the relationships between social influence, sales promotion, variety seeking and brand switching. Themethodologyadopted for thisstudy comprised of a quantitative researchdesign,followingapositivistic research paradigm. A sample of 500 young smartphone users from the population of major cities of Pakistan was approached using purposive-sampling method,from which 482 responses were acknowledged. The data was collected via the survey method,following close ended questionnaires. The data was then analyzedby applying the structural equation modeling technique. The research findings filled in theresearch gaps by revealing apositive relationshipbetweensocial influences, variety seekingand sales promotion onbrand switching. However,brand loyalty was found to have a significantunfavorableimpacton these relationships. Brand loyalty weakens the relationship of social influence, variety seeking and salespromotion with brand switching.Hence, the presence of brand loyalty restrictsconsumers from switching theirsmartphone brand due to the influenceof the above mentionedfactors.

Shared leadership and team creativity: a team level mixed-methods study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lei Xie ◽  
Soo Jeoung Han ◽  
Michael Beyerlein ◽  
Jiacheng Lu ◽  
Lillian Vukin ◽  
...  
Keyword(s):  
Mixed Methods ◽  
Shared Leadership ◽  
Structural Equation ◽  
Research Question ◽  
Self Report ◽  
Equation Modeling ◽  
Team Creativity ◽  
Content Type ◽  
Video Recordings ◽  
Multi Level

Purpose This paper aims to conduct two studies to investigate shared leadership and team creativity (TC) in leaderless short-term project teams (STPTs). Design/methodology/approach To answer the research question, this paper used a multi-level mixed-methods design. This paper analyzed video recordings, transcripts of STPTs’ collaboration and self-report surveys from an international engineering competition. In Study 1, this paper attempted to connect relation-oriented shared leadership (ROSL) and task-oriented shared leadership (TOSL) with TC by coding video recordings. In Study 2, this paper further investigated the proposed positive relationship between shared leadership and TC by surveying a sample of 166 students in 51 teams. Findings In Study 1, this paper found that shared leadership covaries with TC following a similar behavioral pattern. In Study 2, multi-level structural equation modeling results suggested that both TOSL and ROSL are positively correlated with TC. Originality/value In this mixed-methods multi-level research, this paper found that when the team’s shared leadership increases, their TC activity becomes frequent. This paper confirmed the qualitative finding by quantitatively investigated the relationship between shared leadership and creativity at the team level.

Research on the influencing factors of the switching behavior of Chinese social media users: QQ transfer to WeChat

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cong Yin ◽  
Yujing Zhou ◽  
Peiyu He ◽  
Meng Tu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Negative Relationship ◽  
Switching Behavior ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Important Relationship ◽  
Transfer Behavior ◽  
Behavior Function

PurposeThis research takes the transfer behavior of users from Tencent QQ to WeChat as an example to discuss the wider transfer behavior of social media users on the Internet.Design/methodology/approachThis paper collects data through a combination of offline interviews and online questionnaire surveys, and utilizes data analysis tools to construct structural equation modeling (SEM). Using Statistical Product and Service Solutions (SPSS) Statistics 22.0 and Analysis of Moment Structures (AMOS) 22.0 software with SEM, this study was carried out to provide reasonable statistical support for relevant proposed hypotheses based on 368 effective samples acquired through the questionnaire.FindingsThe findings of this study show that subjective norm, transfer experience, social communication, and knowledge acquisition all have significant associations with transfer intention and switching behavior. To be specific, transfer intention exerts a positive association on switching behavior; function setting, privacy protection and personal innovation have a favorable association with transfer intention; transfer cost has a significantly negative relationship with transfer intention and switching behavior; function setting has no important relationship on switching behavior.Originality/valueThe research results provide a reference for improving the viscosity and loyalty of social media users in the new era and resolving the problem of user churn.

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