scholarly journals Brand Equity as a Predictor of Repurchase Intention of Male Branded Cosmetic Products in South Africa

2017 ◽  
Vol 2 (1) ◽  
Author(s):  
Pravenshi Pather
Keyword(s):  
South Africa ◽  
Brand Equity ◽  
Repurchase Intention ◽  
Cosmetic Products

scholarly journals Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention

2022 ◽  
Vol 6 (1) ◽  
pp. 107-114 ◽  
Author(s):  
Nihayatul Maskuroh ◽  
Mochammad Fahlevi ◽  
Dasih Irma ◽  
Rita Rita ◽  
Arbi Siti Rabiah
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Main Function ◽  
Research Model ◽  
Repurchase Intention ◽  
Marketing Activity

Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.

scholarly journals Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

2020 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Devi Nilakandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Personal Selling ◽  
Brand Awareness ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Quality Factors ◽  
Consumer Decisions ◽  
Brand Association ◽  
Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

How Online Trust and Online Brand Equity Translate Online- and Omni-Channel-Specific Instruments into Repurchase Intentions

Marketing ZFP ◽  
2021 ◽  
Vol 43 (1-2) ◽  
pp. 37-53
Author(s):  
Bernhard Swoboda ◽  
Amelie Winters ◽  
Nils Fränzel
Keyword(s):  
Brand Equity ◽  
Panel Study ◽  
Reciprocal Effects ◽  
Relative Importance ◽  
Repurchase Intention ◽  
Consumer Evaluations ◽  
Repurchase Intentions ◽  
Online Trust ◽  
Brick And Mortar

This study examines omni-channel retailers’ online activities, which previous brick-and-mortar firms’ find challenging, but they are increasingly competing with online players. Therefore, the role of major online-specific instruments such as online aesthetic appeal and omni-channel-specific instruments such as online-offline integration is studied. A framework is proposed in which online trust, as a key mediator in online studies, translates instruments into repurchase intentions. However, the authors also study online brand equity, believing in its strength for repurchasing in competing, reciprocal mediation. They test indirect effects of the instruments in a sequential mediation study and reciprocal effects of trust and brand equity in a cross-lagged panel study based on longitudinal data of consumer evaluations of fashion retailers. Importantly, cross-channel repurchase intention is differentiated. The results provide new empirical evidence of a different relative importance of the instruments and of online trust versus online brand equity. The findings have direct implications for managers interested in understanding which instruments most affect consumer outcomes.

scholarly journals Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

2020 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Devi Nilakandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Personal Selling ◽  
Brand Awareness ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Quality Factors ◽  
Consumer Decisions ◽  
Brand Association ◽  
Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

scholarly journals Investigation of the effect of the brand equity on the repurchase intention by mediation of the brand attractiveness and brand trust

2019 ◽  
pp. 19-33
Author(s):  
Mahmood Hasani-Nasab
Keyword(s):  
Brand Equity ◽  
Data Gathering ◽  
Structural Equations ◽  
Insurance Company ◽  
Brand Trust ◽  
Repurchase Intention ◽  
Brand Attractiveness ◽  
Descriptive Survey ◽  
Random Method ◽  
Conformity Factor

The objective of the present research is evaluating the effect of the brand equity on the repurchase intention by mediation of the brand attractiveness and brand trust. The present research is applied and descriptive- survey. The population of this study include 188 staff of Iran insurance company in Hamedan city. The volume of sample considering the Morgan table equals to 127 people. The sampling method is simple random method. Data gathering tool is standard questionnaire. The conformity factor analysis method was used in order to validity examination. The Cronbach’s alpha was used for reliability evaluation LIZREL Software was used for date analysis of the structural equations modeling. the obtained results indicated that the brand equity, the brand attractiveness and brand trust have a positive and significant effect on the repurchase intention of Iran insurance company of Hamedan.

scholarly journals Perbandingan Ekuitas Merek Produk Kosmetik Asing Orea Dengan Kosmetik Lokal

JEMAP ◽  
2019 ◽  
Vol 2 (1) ◽  
pp. 117
Author(s):  
Maretta Edgina Damayanti ◽  
Berta Bekti Retnowati
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Comparative Studies ◽  
Comparative Test ◽  
Brand Awareness ◽  
State University ◽  
Cosmetic Products ◽  
Brand Association

Brand equity became important for a product because it referred to a set of brand assets and liabilities related to a brand, its name and its symbol, which add or subtract the value provided by a good or service to the company or its customers. Departing from this understanding, this study aimed to conduct empirical differences or comparative studies on local cosmetic products represented by local brand the Wardah and South Korea cosmetic product represented by Etude House. The data required in this study was obtained through interviews using a questionnaire. Interviews were conducted to students at four Universities in Semarang, namely Soegijapranata Chatolic University, Dian Nuswantoro University, Diponegoro University, and Semarang State University. Data analysis for the purpose of this study was conducted using the Mann Whitney Comparative Test (U-test). The results showed that brand awareness, brand association, perceived quality of Wardah and Etude House cosmetics were significantly different, while the brand loyalty to Wardah and Etude House cosmetics brand was the same.

Does social currency matter in creation of enhanced brand experience?

2016 ◽  
Vol 25 (1) ◽  
pp. 98-114 ◽  
Author(s):  
Sabrina Trudeau H. ◽  
Saeed Shobeiri
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Brand Experience ◽  
Cosmetic Products ◽  
Experiential Marketing ◽  
Content Type ◽  
Four Dimensions ◽  
Social Currency ◽  
First Time ◽  
Voluntary Basis

Purpose – This study aims to demonstrate the importance of the newly developed concept of social currency as an antecedent of brand experience in the context of cosmetics consumption. In other words, the authors suggest that social currency could act as a brand experience provider. Design/methodology/approach – Data collection was made through a paper and pencil survey. The sample consisted mostly of undergraduate and graduate students recruited on a voluntary basis at a large northeastern university. Self-administered questionnaires were filled by 373 participants, who were instructed to think about their favourite brand when it comes to buying cosmetic products for themselves. Findings – Results showed that social currency positively impacts all four dimensions of brand experience, i.e. sensory, affective, behavioural and intellectual experiences. The findings also suggest that conversation, advocacy and affiliation are the three significant dimensions of social currency when it comes to the consumption of cosmetics. Originality/value – This study reveals, for the first time, how the concept of social currency could enhance a fundamental component of brand equity, i.e. brand experience. Another important contribution of this research is the establishment of higher levels of validity for the newly developed concept of social currency. This study would also contribute to the investigation of brand experience antecedents, which have been little addressed in the literature on the emerging paradigm of experiential marketing.

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