scholarly journals CAN PRODUCT LEADERSHIP BE A PREDICTOR OF A CUSTOMER’S LOYALTY?

2015 ◽  
Vol 29 (1) ◽  
Author(s):  
MS. Eric Santosa
Keyword(s):  
Brand Equity ◽  
Sales Volume ◽  
Service Support ◽  
Customer's Loyalty ◽  
Customer Intimacy ◽  
Relationship Of ◽  
Product Leadership ◽  
The Relationship

Leading companies commonly employ a particular strategy to cover a market. They mightchoose product leadership, service support excellence, customer intimacy strategy, as well as acombination of them.The use of these strategies is obviously to gain more customers, since the product becomes achoice as an effect of the brand equity strengthening. While firms are very concerned withcustomer loyalty to maintain a stable sales volume, a question arises whether the brand equityhas an effect on the customer’s loyalty. Logically, if a strategy can develop the product’s brandequity which in turn propels cutomers to buy it, it will hopefully improve customers’ loyalty aswell.Therefore, this study is designed to answer the questions, (1) which strategy (among thethree) adds power to the brand equity, (2) the brand equity is influential to the customer’sloyalty, and (3) the product leadership can predict the customer’s loyalty. Three antecedents ofbrand equity are employed, i.e. product leadership, service support excellence, and customerintimacy. These three variables, along with brand equity can also indicate as predictors ofcustomer’s loyalty. A sample consisting of 100 respondents withdrawn through a judgmentmethod. Data were analyzed by Amos 5.0 and SPSS 16.0. The results denote that the relationshipsbetween product leadership and customer intimacy to brand equity, also brand equity tocustomer’s loyalty are significant. On the contrary, the relationship of service supportexcellence to brand equity and the relationship of product leadership to customer’s loyalty aretrivial.Keywords: product leadership, service support excellence, customer intimacy, brand equity,customer’s loyalty

scholarly journals CAN PRODUCT LEADERSHIP BE A PREDICTOR OF A CUSTOMER’S LOYALTY?

2015 ◽  
Vol 29 (1) ◽  
Author(s):  
MS. Eric Santosa
Keyword(s):  
Brand Equity ◽  
Sales Volume ◽  
Service Support ◽  
Customer's Loyalty ◽  
Customer Intimacy ◽  
Relationship Of ◽  
Product Leadership ◽  
The Relationship

Leading companies commonly employ a particular strategy to cover a market. They mightchoose product leadership, service support excellence, customer intimacy strategy, as well as acombination of them.The use of these strategies is obviously to gain more customers, since the product becomes achoice as an effect of the brand equity strengthening. While firms are very concerned withcustomer loyalty to maintain a stable sales volume, a question arises whether the brand equityhas an effect on the customer’s loyalty. Logically, if a strategy can develop the product’s brandequity which in turn propels cutomers to buy it, it will hopefully improve customers’ loyalty aswell.Therefore, this study is designed to answer the questions, (1) which strategy (among thethree) adds power to the brand equity, (2) the brand equity is influential to the customer’sloyalty, and (3) the product leadership can predict the customer’s loyalty. Three antecedents ofbrand equity are employed, i.e. product leadership, service support excellence, and customerintimacy. These three variables, along with brand equity can also indicate as predictors ofcustomer’s loyalty. A sample consisting of 100 respondents withdrawn through a judgmentmethod. Data were analyzed by Amos 5.0 and SPSS 16.0. The results denote that the relationshipsbetween product leadership and customer intimacy to brand equity, also brand equity tocustomer’s loyalty are significant. On the contrary, the relationship of service supportexcellence to brand equity and the relationship of product leadership to customer’s loyalty aretrivial.Keywords: product leadership, service support excellence, customer intimacy, brand equity,customer’s loyalty

scholarly journals FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

2021 ◽  
Vol 13 (1) ◽  
pp. 1-22
Author(s):  
Evo Sampetua Hariandja ◽  
Aurellia Adeline ◽  
Ferdinandus Eric ◽  
Yossel Christopher
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Validity And Reliability ◽  
Brand Reputation ◽  
Relationship Of ◽  
The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While  Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

2019 ◽  
Vol 9 (1) ◽  
pp. 62-87 ◽  
Author(s):  
Sonia Kataria ◽  
Vinod Saini
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Oral Care ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Trust ◽  
Content Type ◽  
Relationship Of ◽  
The Relationship

Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

The Relationship of Entrepreneurial Competencies and Business Success of Malaysian SMEs: The Mediating Role of Innovation and Brand Equity

2016 ◽  
Vol 2 (2) ◽  
pp. 60
Author(s):  
Azmi Umar ◽  
Rohana Ngah
Keyword(s):  
Brand Equity ◽  
Business Environment ◽  
Business Success ◽  
Competitive Advantages ◽  
Business Growth ◽  
Mediating Role ◽  
Entrepreneurial Competencies ◽  
Conceptual Study ◽  
Relationship Of ◽  
The Relationship

This conceptual paperis to study the relationship         of         entrepreneurial competencies on business success in the context of Malaysian SMEs. Inthe recent study, when the business environment is hostile and dynamic, the entrepreneurial competencies are identified as the most important factor in business success. Entrepreneurial competencies are also connected directly to business performance.Beside     entrepreneurial competencies, the entrepreneurs should also be competent to create an innovation and brand equity for business growth. The innovation and brand equity contributed to competitive advantages that lead to business growth and success. This paper adopts the Resource Based Theory (RBT) which emphasize that entrepreneurial competencies, innovation, and brand equity are valuable and intangible resources that lead towards the success of business. There is a dearth of studies that have examined the influence of innovation and brand equity on the relationship of entrepreneurial competencies on thesuccess of Malaysian SMEs business. Therefore the current study strives to investigate the mediating impact of innovation and brand equity on the relationship between entrepreneurial competencies and SMEs business success. This conceptual study will contribute to the existing body knowledge as well as to entrepreneurs of Malaysian’s SMEs.

scholarly journals Investigating the Relationship between Brand Equity, Brand Loyalty and Customer’s Satisfaction (Case Study: Restaurants in Rasht City)

2016 ◽  
Vol 8 (4) ◽  
pp. 113 ◽  
Author(s):  
Asghar Ghadamzan Jalali ◽  
Vahid Hosseinipour ◽  
Vahab Pourkazemi Astaneh
Keyword(s):  
Data Collection ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Fast Food ◽  
Structural Equation ◽  
Equation Modeling ◽  
Final Study ◽  
Study Population ◽  
Customer's Loyalty ◽  
The Relationship

The aim of this study was to investigate the relationship between brand equity, customer’s satisfaction and brand loyalty. The study was a descriptive and in term of purpose is applied and in term of data collection will also be considered field. Data collection tool was questionnaire consisting of 21 questions to measure the research variables. The validity by professors and experts and its reliability by using Cronbach’s alpha was reviewed and approved. The study population consisted of students at Islamic Azad University who were customers of restaurants and fast food in Rasht city. Using the Cochran formula final study sample 420 subjects was studied. In order to test the hypothesis structural equation modeling was used. The results showed that brand equity has a significant relationship with rate of 0.18 with a customer’s satisfaction. As well as customer’s satisfaction is related to customer’s loyalty with rate of 0.88. Among the aspects brand equity as ideal inner satisfaction has the highest correlation with customer’s satisfaction.

scholarly journals Hubungan Brand Equity (Brand Awarenees, Brand Associations, Perceived Quality) dengan Keputusan Pemanfaatan Klinik Laktasi di Rumah Sakit Muhammadiyah Lamongan

2018 ◽  
Vol 3 (1) ◽  
pp. 49
Author(s):  
Fajar Ni’Syinta Armadani ◽  
Supriyadi Supriyadi ◽  
Nurnaningsih Herya Ulfah
Keyword(s):  
Health Services ◽  
Brand Equity ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Coefficient Of Determination ◽  
Brand Associations ◽  
Quantitative Design ◽  
Relationship Of ◽  
The Relationship ◽  
Visit Number

Abstrack: The visit number of patient at the lactation clinic of Muhammadiyah Lamongan Hospital tends to be small and decreases every year. A decrease in the visit number of patient may indicate that the utilization of health services is lacking. In utilizing health services, consumers are influenced by several considerations. One of affects consumer considerations is brand equity (brand awareness, brand associations, and perceived quality). This study aims to determine the relationship of brand equity (brand awareness, brand associations, and perceived quality) with the decision of lactation clinic utilization at Muhammadiyah Lamongan Hospital. This research used correlational quantitative design to know the relationship between brand awareness (X1), Brand Associations (X2), perceived quality (X3), with decision of utilization of lactation clinic at Muhammadiyah Lamongan Hospital (Y). The population in this research was all patient who used lactation clinic at Muhammadiyah Lamongan Hospital and the sample were 32 patients, who visited the lactation clinic at Muhammadiyah Lamongan Hospital during April until May 2017. Technique of collecting data used questionnaire. Data analysis was correlation test, multiple linear regression test. Based on the results of the analysis, this study shows that there is a significant relationship simultaneously between brand awareness, brand associations, and perceived quality with the decision of utilization of lactation clinic at Muhammadiya Lamongan Hospital. Based on the result of coefficient of determination (R2) of 0.569 which means that Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) have contribution equal to 56.9% to decision of utilization to laktasi clinic at Muhammadiyah Hospital Lamongan (Y).Keywords:Brand Awareness, Brand Associations, Perceived Quality, Utilization of Health Care Service.Abstrak: Jumlah kunjungan pasien di klinik laktasi Rumah Sakit Muhammadiyah Lamongan cenderung sedikit dan mengalami penurunan setiap tahun. Penurunan jumlah kunjungan pasien dapat menunjukkan bahwa pemanfaatan pelayanan kesehatan yang kurang.Dalam memanfaatkan pelayanan kesehatan,konsumen dipengaruhi oleh beberapa pertimbangan, salah satu yang mempengaruhi pertimbangan konsumen ialah Brand Equity.Penelitian ini dilaksanakan dengan tujuan untuk mencari hubungan antara Brand Awareness, Brand Associations, dan Perceived Quality dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah Lamongan. Rancangan penelitian ini adalah kuantitatif korelasional dengan sampel sebanyak 32 orang. Teknik pengumpulan data menggunakan kuesioner. Analisis data menggunakan uji korelasi pearson dan uji regresi linier berganda. Hasil analisis penelitian didapatkan ada hubungan yang signifikan antara Brand awareness, Brand asssociations, Perceived quality secara bersama-sama dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah. Berdasarkan hasil koefisien determinasi (R2) sebesar 0,569 yang berarti bahwa Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) mempunyai kontribusi sebesar 56,9% terhadap keputusan pemanfaatan terhadap klinik laktasi di Rumah Sakit Muhammadiyah Lamongan (Y). Kata kunci: Brand Awareness, Brand Associations, Perceived Quality, Keputusan Pemanfaatan Pelayanan Kesehatan

scholarly journals What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach

2021 ◽  
Vol 25 ◽  
Author(s):  
Abhishek Behl ◽  
Vijay Pereira
Keyword(s):  
Customer Loyalty ◽  
Game Design ◽  
Mobile Apps ◽  
Self Determination Theory ◽  
Third Party ◽  
Design Elements ◽  
Customer's Loyalty ◽  
Game Elements ◽  
Relationship Of ◽  
The Relationship

The use of game design elements (often called gamification) by firms to engage the customers has attracted attention in recent times. These game elements contribute to shaping up customer’s motivation and loyalty. Gamification is explored from the lens of both empirical as well as an experimental methodological standpoint. There still lacks substantial evidence that explains how and which types of rewards help to understand the customer's motivation. The study addresses this gap by designing an experimental study of 2x2 to address how gamified mobile apps used for making payments can help capture customer’s loyalty by offering them rewards. Data is collected from 385 customers who have been using mobile apps to make payments in the past. The data were tested to check if gamification positively helps the user hedonic and utilitarian motivation, which then positively impacts their loyalty. The study is also moderated by type of rewards (direct cash rewards v/s indirect third party partnered rewards) on the relationship of gamification and customer loyalty mediated through motivation. The results confirm that mobile payment apps' cash rewards are more useful, especially when the degree of uncertainty in the game element is high (scratch card). Additionally, they contribute to a higher degree of utilitarian benefits to the customers. The results contribute to the extension of the self-determination theory and stimulus organism response framework as well.

Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach

2020 ◽  
pp. 097226291989217 ◽  
Author(s):  
Richa Joshi ◽  
Rajan Yadav
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Relationship Of ◽  
The Relationship ◽  
Moderating Role ◽  
Brand Satisfaction ◽  
Brand Hate ◽  
Modelling Approach

Brand polarity has gained considerable attention among researchers all over the world. Brands are trapped in a dilemma of love and hate experienced by their users. They are trying hard to place themselves in a favourable position which could fetch them more revenue and positive electronic word of mouth (e-WOM). Most of the literature in branding revolves around brand satisfaction, brand loyalty, brand equity and brand image, but there are relatively lesser studies which discuss brand hate (BH). However, it is a crucial emotion related to the brand. Therefore, this study has tried to fill this void in the literature by focusing on the antecedents of BH. The present research has tried to validate the effect of negative past experience (NPE) and subjective norm on BH along with the mediating effect of BH between the relationship of NPE and negative e-WOM. It has also tried to examine the moderating role of internet usage in the relationship of NPE and BH with negative e-WOM.

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