Multidimensional Structures of Brand and Country Images, and Their Effects on Product Evaluation

2015 ◽  
Vol 57 (1) ◽  
pp. 95-124 ◽  
Author(s):  
Yamen Koubaa ◽  
Rym Boudali Methamem ◽  
Fatiha Fort
Keyword(s):  
Data Collection ◽  
Consumer Behaviour ◽  
Brand Image ◽  
Product Evaluation ◽  
Marketing Mix ◽  
Country Image ◽  
Hand Cream ◽  
Sports Shoes

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour. This paper studies country and brand image multidimensional structures across several brands, countries and products. A model relating country image to brand image and then to product evaluation was built with country and brand image as multidimensional concepts. A within-subject intercultural investigation serves as a basis for data collection (1,400 consumers). The investigation was done in Japan, France and Tunisia. Three products were investigated, with three brands for each product: computer (Dell, Sony and Acer); hand cream (Shiseido, Nivea and L'Oréal); and sports shoes (Nike, Asics and le coq sportif). Results show a conjoint effect of country and brand images on product evaluation in addition to their separate effects. Country image structures differ across countries and influence differently product evaluation. Similarly, brand image structures differ across brands, across countries and across products.

FAKTOR YANG MENENTUKAN LOYALITAS NASABAH PADA BANK BNI SYARIAH (STUDI KASUS NASABAH BANK BNI SYARIAH CABANG FATMAWATI)

2018 ◽  
Vol 13 (1) ◽  
pp. 71-78
Author(s):  
Yunia Silvia Sesunan
Keyword(s):  
Data Collection ◽  
Brand Image ◽  
Marketing Mix ◽  
Primary Data ◽  
Simultaneous Effect

The purpose of this study was to observe the effect of marketing mix, brand image, servicequality and loyalitas of the customer's Bank BNI Syariah Branch Fatmawati. The data that used inthis study is primary data, and data collection is done using questionnaire with random samplingmethode,the object of this research is the customerof Bank BNI Syariah Fatmawati Branch. In orderto provide the best service to the customer. The result of this study indicates that marketing mix,brand image and service qualityhave positive and significant partial and simultaneous effect oncustomer loyalty of Bank BNI Syariah Branch Fatmawati.

scholarly journals Investigating Business Drives : Intellectual Capital To Marketing Mix

2021 ◽  
Vol 2 (1) ◽  
pp. 313-332
Author(s):  
Roymon Panjaitan ◽  
Muhammad Iqbal Fassa ◽  
Deddy Sulaimawan ◽  
Dian Indriyani
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Intellectual Capital ◽  
Consumer Behaviour ◽  
Marketing Mix ◽  
Indirect Influence ◽  
Social Media Advertising

This paper examines the relation of intellectual capital relations in consumer behaviour with social media to the effectiveness of the marketing mix. Sampling as much as 98 responding with the type of sampling quota, data collection techniques with the questionnaire and interviews. The test coefficient of Path in PLS-SEM is used in this study to contribute data from the analysis of the path of consumer behaviour by using social media. Results found that variables of consumer behaviour and social media advertising have a significant effect on the marketing mix, whereas intellectual capital as a liaison variable is not significantly influenced by consumer behaviour and does not significantly affect the marketing mix. Total direct and indirect influence of consumer behaviour variables 54.4% and social media variables at 40.8% to the marketing mix

scholarly journals PERAN BRAND IMAGE MEMEDIASI PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI KOTA DENPASAR

2019 ◽  
Vol 8 (8) ◽  
pp. 5222
Author(s):  
Astari Armayani ◽  
I Made Jatra
Keyword(s):  
Data Collection ◽  
Path Analysis ◽  
Sample Size ◽  
Brand Image ◽  
Marketing Mix ◽  
Test Results ◽  
Purchasing Decisions ◽  
Consumer Prices ◽  
Analysis Technique ◽  
The City

The purpose of this study is to provide an explanation of the influence of brand image on purchasing decisions, promotion of purchasing decisions, prices on purchasing decisions.The method used to determine the sample is non-probability in the form of purposive sampling with a sample size of 112 respondents. Data collection is done by distributing questionnaires directly and through online to Samsung smartphone product customers in Denpasar City. The analysis technique used is path analysis (path analysis) and sobel test. The test results from promotions and prices positively and significantly influence the brand image and decision to purchase Samsung smartphone products in the city of Denpasar. Brand image is able to mediate the influence of promotions and prices positively and significantly on purchasing decisions. This shows that the brand image has an important role in the promotion and consumer prices, thus increasing the decision to buy Samsung smartphone products in the city of Denpasar. The management of Samsung companies should be more aggressively conducting marketing mix so that consumers increasingly trust the performance of the Samsung company. Keywords: brand image, promotion, price and purchasing decision

scholarly journals The Effect of Marketing Mix, Brand Image, and Service Quality on Customer Loyalty In Bank BNI Syariah

2018 ◽  
pp. 127
Author(s):  
Ade Sofyan Mulazid ◽  
Ligar Fadilah ◽  
Yunia Silvia Sesunan
Keyword(s):  
Data Collection ◽  
Service Quality ◽  
Customer Loyalty ◽  
Random Sampling ◽  
Sampling Method ◽  
Brand Image ◽  
Marketing Mix ◽  
Good Service

The objective of research was to find out the effect of marketing mix, brand image, and service quality on customer loyalty in Fatmawati Branch of Bank BNI Syariah. Data employed in this research was primary one; data collection was carried out using questionnaire distributed directly with random sampling method; the object of research was customers of Bank BNI Syariah. This research was expected to contribute to the bank, particularly Fatmawati Branch of Bank BNI Syariah, in order to give good service to their customers. The result of research showed that marketing mix, brand image, and service quality affected positively and significantly the customer loyalty in Fatmawati Branch of Bank BNI Syariah either partially or simultaneously.

ANALYSIS OF FACTORS THAT INFLUENCES THE STUDENTS DECISION IN CHOOSING PHARMACEUTICAL DIPLOMA III PROGRAM IN BUKITTINGGI THAT IS MEDIATED BY MOTIVATION VARIABLE

2019 ◽  
Vol 4 (3) ◽  
pp. 449
Author(s):  
Yonrizon Yonrizon
Keyword(s):  
Brand Image ◽  
Marketing Mix ◽  
Prospective Students ◽  
Product Price ◽  
Education Services ◽  
Price Process ◽  
Physical Evidence ◽  
The World ◽  
The Status ◽  
Target Set

<p>Competitive competition in the world of education services is influenced by the consequences of higher education that has the ability to compete that can survive and achieve the target set. Currently, the existing college are competing to develop their potential and ability to attract prospective students. Therefore, the college must create a Marketing Mix Services strategy that is the product, prices, location, promotion, people, process, physical evidence, and brand image mediated by motivation.The approach used is the survey, which is the activity of collecting data as much as possible about the facts that are supporters of the research, with a view to know the status, symptoms, determine the similarity of status by comparing with the standards that have been selected and or determined. (Arikunto &amp; Kusyati, 2015). This research was conducted to determine the effect of product, price, location, promotion, people, process, physical evidence, brand image, to student's motivation in making decision to choose college of Pharmacy in Bukittinggi. The result of research shows that product, price, process, brand image, have positive and significant effect to motivation, while location, promotion, person, physical proof have no significant effect to motivation and motivation have positive and significant influence to decision of vote</p><p> </p><p><em>Persaingan kompetitif dalam dunia layanan pendidikan dipengaruhi oleh konsekuensi pendidikan tinggi yang memiliki kemampuan bersaing yang dapat bertahan dan mencapai target yang ditetapkan. Saat ini, perguruan tinggi yang ada bersaing untuk mengembangkan potensi dan kemampuan mereka untuk menarik calon siswa. Oleh karena itu, perguruan tinggi harus membuat strategi Marketing Mix Services yaitu produk, harga, lokasi, promosi, orang, proses, bukti fisik, dan citra merek yang dimediasi oleh motivasi. Pendekatan yang digunakan adalah survei, yaitu kegiatan mengumpulkan data sebanyak mungkin tentang fakta-fakta yang menjadi pendukung penelitian, dengan maksud untuk mengetahui status, gejala, menentukan kesamaan status dengan membandingkan dengan standar yang dimiliki telah dipilih dan atau ditentukan. </em><em>(Arikunto &amp; Kusyati, 2015)</em><em>. Penelitian ini dilakukan untuk mengetahui pengaruh produk, harga, lokasi, promosi, orang, proses, bukti fisik, citra merek, terhadap motivasi siswa dalam mengambil keputusan memilih perguruan tinggi Farmasi di Bukittinggi. Hasil penelitian menunjukkan bahwa produk, harga, proses, citra merek, berpengaruh positif dan signifikan terhadap motivasi, sedangkan lokasi, promosi, orang, bukti fisik tidak berpengaruh signifikan terhadap motivasi dan motivasi berpengaruh positif dan signifikan terhadap keputusan pemilihan.</em></p>

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