scholarly journals The Impact of Perceived Quality and Customer Value on Brand Commitment: A Mediating Role of Brand Trust Cookies Product of SMEs In Pasaman West Sumatera

2019 ◽  
Author(s):  
Yasri ◽  
Yahya ◽  
Yunita Engriani
Keyword(s):  
Customer Value ◽  
Perceived Quality ◽  
Brand Commitment ◽  
Brand Trust ◽  
Mediating Role ◽  
The Impact

scholarly journals The Effect of Country‐of‐Origin Image on Purchase Intention. The Mediating Role of Perceived Quality and Perceived Price

2020 ◽  
Vol 5 (6) ◽  
Author(s):  
Amina Merabet
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Mediating Role ◽  
Perceived Price ◽  
Country Of Origin Image ◽  
The Impact ◽  
The Relationship

This study aims to evaluate the impact of Country-of-origin image on purchase intention through two mediating variables (perceived quality and perceived price). After a short literature review, an empirical study was conducted among 120 participants. Results indicate that the country-of-origin Image has a positive impact on perceived quality and perceived price. They also highlight the mediating role of perceived price in the relationship between Country‐of‐origin image and purchase intention.

Brand engagement and experience in online services

2019 ◽  
Vol 34 (2) ◽  
pp. 163-175 ◽  
Author(s):  
Imran Khan ◽  
Linda D. Hollebeek ◽  
Mobin Fatma ◽  
Jamid Ul Islam ◽  
Zillur Rahman
Keyword(s):  
Brand Loyalty ◽  
Brand Commitment ◽  
Brand Trust ◽  
Online Service ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Service Brands ◽  
The Relationship

Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

Leveraging Brand Loyalty in Service Branding: The Role of Satisfaction

2015 ◽  
Vol 1 (6) ◽  
pp. 17-23 ◽  
Author(s):  
Heang Sotheara ◽  
Dr. Zhang Jing ◽  
Yen Yat
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Positive Experience ◽  
Mediating Role ◽  
Brand Relationship ◽  
The Impact

The paper is aimed to explore the impact of perceived quality, customer-brand relationship and derived-positive experience on brand loyalty from consumer banking perspectives. It extends to investigate the mediating effect of customer satisfaction on brand loyalty in service branding. The study provides further insight into the mediating role of customer satisfaction toward brand loyalty giving important theoretical contributions and managerial implications in the marketing domain. The finding confirms significant contributions to perceived quality, customer-brand relationship and derived-positive experience which add extra values to service brand loyalty. The result extends to the mediating role of customer satisfaction confirming partial and full mediation effect that facilitates the value in determining the degree of brand loyalty. The finding suggests practical implication for marketing practitioners to realize every single effort that communicates the values to the customers and only applies the most relevant branding strategies that fit service domains the most.

scholarly journals Mediating Role of Brand Trust between Perceived External Prestige and Brand Satisfaction: Evidence from Smartphone Users

2019 ◽  
pp. 136-154
Author(s):  
Haroon Bakari ◽  
Madeeha Mukhtiar Ahmed Bakari
Keyword(s):  
Word Of Mouth ◽  
Practical Implication ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediating Role ◽  
Perceived External Prestige ◽  
The Impact ◽  
Brand Satisfaction ◽  
Brand Prestige

Purpose - The main purpose of the study is to investigate the impact of perceived external prestige on brand satisfaction of smartphone users of Pakistan and mediating role of brand trust in the relationship between perceived external prestige and brand satisfaction. This study posits that for the users’ satisfaction with brand, reputation of the brand among their friends, colleagues and society is major determinant. Design/methodology/approach –The data were collected from the smartphone users of Pakistan. The link of online questionnaires was shared through Facebook messages, and email. Paper pencil questionnaires weer distributed among the students of different campuses of University of Sindh Jamshoro. In this study, convenience sampling technique was used for collection of data. The sample size in this study consisted of 250 smartphone consumers. Structural Equation Modeling through AMOS 21 is used to test structural model to test the validity of model and hypothesis testing. Findings - The findings indicate that there is a positive and significant relationship of perceived external prestige with brand trust and brand satisfaction. Brand trust also fully mediates the positive relationship between perceived external prestige and brand satisfaction. Mediating model explains 61% variance in the dependent variable. Practical implications – For the managers and marketers of smartphones, findings of this study are helpful in understanding the importance of brand prestige in the eyes of users. Marketers should focus on enhancing brand prestige perception by disseminating information related to its features and benefits and increase positive word of mouth to enhance brand trust and satisfaction. Originality/value – This study is first in the nature to develop and test the model of perceived external prestige in smartphone users’ context. Previous studies have focused on word of mouth perceptions, but insights of prestige perceptions will guide practitioners to position their brands at new horizon in the minds of customers. This study provides theoretical and practical implication which will enhance satisfaction of smart phone users.

scholarly journals The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products

2018 ◽  
Vol 7 (1) ◽  
pp. 85-111
Author(s):  
Imtiaz Ahmad ◽  
Hafiz Ihsan Ur Rehman
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Discriminant Validity ◽  
Brand Personality ◽  
Perceived Quality ◽  
Brand Trust ◽  
Consumer Ethnocentrism ◽  
The Impact ◽  
Domestic Products

The current study was designed to observe the impact of consumer ethnocentrism and brand personality on purchase intention, perceived quality and brand trust in the Pakistani clothing market. Famous Pakistani clothing brands were selected to examine the impact of consumer ethnocentrism and brand personality on purchase intention, evaluation of the product and brand trust. 300 questionnaires were distributed to consumers. The response rate was 90%. The sample comprised 52.2% males and 47.8% females. Two-level Structural Equation Modelling using LISREL 8.80 was employed to determine the convergent and discriminant validity. The study has concluded that Pakistani consumers are highly ethnocentric and ethnocentrism strongly affects purchase intention of domestic brands among Pakistani customers. The research found that brand image has a greater effect on purchase intention, perceived quality and brand trust than consumer ethnocentrism. Results also demonstrate that quality, as perceived by consumers, influences purchase intention which indicates that alone, brand personality and consumer ethnocentrism tendencies do not guarantee sales of local brands. This study puts both consumer ethnocentrism and brand personality into one model to access its role on consumer behavior. The results of the research can assist domestic marketers to comprehend the role of consumer ethnocentrism propensity and brand personality in purchasing domestic products, quality perception and building trust among young customers. To the best of the researchers’ knowledge, it is one of the pioneer studies in the context of Pakistan that casts light on the significance of ethnocentrism in evaluating domestic products by contributing to the literature of marketing.

scholarly journals Brand experience effects on brand attachment: the role of brand trust, age, and income

2019 ◽  
Vol 31 (5) ◽  
pp. 610-645 ◽  
Author(s):  
Richard Huaman-Ramirez ◽  
Dwight Merunka
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Attachment ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
Moderating Role

Purpose The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used. Findings Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers. Research limitations/implications The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries. Practical implications Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers. Originality/value Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.

scholarly journals Moderating role of self-congruence: Impact of brand personality on Brand attachment through the Mediating role of Trust

2018 ◽  
Vol 10 (1) ◽  
pp. 13-22
Author(s):  
Asma Amjad ◽  
Fiza Amjad ◽  
Khalid Jamil ◽  
Sharjeel Yousaf
Keyword(s):  
Brand Personality ◽  
Sampling Technique ◽  
Consumer Loyalty ◽  
Brand Trust ◽  
Brand Attachment ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Increasingly companies are focused on searching for ways to create strong brand connections with consumers. It is illustrated that such connections lead to higher levels of consumer loyalty, which increases companies’ financial performance. The main purpose of this study is to explore the impact of brand personality on brand attachment through the mediating role of trust. Also investigate the moderating role of self-congruence on the relationship between brand personality and brand trust.  SPSS 23 is used to analyze the data. Data was collected through survey questionnaire technique and snow-ball sampling technique was used for data collection. Analysis reveal Brand personality have significant and positive relationship with brand trust. On the other side trust significantly enhance the brand attachment. While the results prove that self-congruence have significant moderating effect on the relationship between brand personality and brand trust. 

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