scholarly journals The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty

2019 ◽  
Author(s):  
Annisa Dieni Eka Putri ◽  
Indarini ◽  
Dudi Anandya
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Trust ◽  
Brand Communication ◽  
Brand Satisfaction

Investigating the antecedents of halal brand product purchase intention: an empirical investigation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Afzaal Ali ◽  
Mehkar Sherwani ◽  
Adnan Ali ◽  
Zeeshan Ali ◽  
Mariam Sherwani
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Trust ◽  
Content Type ◽  
Muslim Countries ◽  
Chinese Muslims ◽  
Halal Food ◽  
Brand Satisfaction

Purpose This paper aims to apply the concept of traditional branding constructs, i.e. brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty to a less explored field of halal brand products – halal brand image, halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Second, the present research is an effort to empirically validate the interrelationships among branding constructs such as brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty in a holistic framework to confirm whether these branding constructs also work for the halal brand in the same way to gauge Chinese Muslims consumers’ purchasing intentions. Design/methodology/approach This research used cross-sectional data from 481 Chinese Muslim students at 9 universities located in 3 cities of China through face-to-face and online survey methods. Data were collected from the consumers of halal milk brand. A theoretical model with the hypothesized relationships was tested with the help of the structural equation modelling procedure. Findings The results suggest that halal brand image has a significant and positive influence on the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Similarly, the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty significantly influence consumer halal brand purchase intention. Research limitations/implications This study is conducted in the halal food sector of China and specific religious and migration contexts. Further investigations of the halal food purchasing behaviour of local Muslims, as well as international Muslim students in those Western countries which are famous destinations for international students for education, could yield varying results. Practical implications The outcomes achieved are helpful for commerce and government organizations for policy development to better meet the burgeoning demand for halal products by Chinese Muslims. These are also very helpful for producers and exporters who intend to penetrate the halal market in non-Muslim-dominant countries such as China. Originality/value Studies on understanding Muslim consumers’ purchasing behaviours in non-Muslim countries are limited. Given the fact, numbers of Muslims seem a smaller amount of China’s total population, but their total numbers are large compared with total numbers in many Muslim countries. Therefore, understanding their purchasing behaviours for halal products and influential determinants concerning such purchasing behaviours adds to the literature and helps the industry to better serve and capitalise on the growing market.

scholarly journals Analysis of Brand Communication and Brand Image Impact on Brand Loyalty with Brand Trust as Intervening Variables

2020 ◽  
Vol 9 (4) ◽  
pp. 425-433
Author(s):  
Achmad Junaidi ◽  
Selvia Hendrayati ◽  
Yoga Nindhita ◽  
Oki hardiyanti Rukmana Sari
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Primary Data ◽  
Brand Trust ◽  
Z Score ◽  
Brand Communication ◽  
The Impact ◽  
The City

This study aims to determine the impact of brand communication and brand image on brand loyalty both directly and through brand trust. This research was conducted in the city of Semarang, and as a population are consumers of Crocodile Junior products in Paragon Mall Semarang. The sample used amounted to 100. Data collection techniques using accidential sampling. Primary data in this study were obtained from the distribution of closed question questionnaires. Data analysis techniques used multiple linear regression analysis with the application of SPSS 24. The results showed that the brand communication variable significantly influenced the brand image with a significance of 0,000 <0.05. Brand pronunciation has a significant effect on brand trust with a significance of 0,000 <0.05. Brand image has a significant effect on brand trust with a significance of 0,000 <0.05. Brand trust has a significant effect on brand loyalty with a significance of 0,000 <0.05. Based on the sobel test, the brand image variable can be a moderating variable between brand communication and brand trust with z sobel 6.778> z score 1.96. Besides, brand trust can be a moderating variable between brand communication and brand loyalty with z sobel 3,813> z score 1.96. Brand trust can be a moderating variable between brand image and brand loyalty with z sobel 7,365> z score 1.96.

scholarly journals Pengaruh Kepercayaan Merek, Citra Merek, dan Kepuasan Merek Terhadap Loyalitas Merek Serta Keinginan Pembelian Ulang Koran Jawa Pos Pada Masyarakat Surabaya

2017 ◽  
Vol 4 (2) ◽  
pp. 250-260
Author(s):  
Hendri Rahman Susetyo ◽  
Mochamad Rizal Yulianto
Keyword(s):  
Literature Review ◽  
Brand Loyalty ◽  
Brand Image ◽  
Equation Model ◽  
Brand Trust ◽  
Testing Technique ◽  
Repurchase Intentions ◽  
Structure Equation Model ◽  
Positive Effect ◽  
Brand Satisfaction

The purpose of this study is to examine the influence of brand trust, brand image, and brand satisfaction on brand loyalty as well as the desire to repurchase Jawa Pos newspaper in Surabaya city. Based on the literature review, this research hypothesis states that brand trust, brand image, and brand satisfaction have an effect on brand loyalty, besides the result of literature review indicate that brand loyalty influence to repurchase desire. The data of this study were collected by using questionnaires from respondents consisting of 210 Jawa Pos newspaper customers in Surabaya. Hypothesis testing technique is done by using structure equation model analysis (sem) with SmartPLS statistic application. The results of this study indicate that brand trust, brand image, and brand satisfaction have a positive effect on brand loyalty, as well as brand loyalty have a positive effect on repurchase desire. Specifically, this study shows that loyal customers will continue to make repeat purchases. Keywords: Image, trust, satisfaction, loyalty, brand, repurchase intentions.

scholarly journals Pengaruh Komunikasi Dan Citra Merek Terhadap Loyalitas Merek Dengan Kepercayaan Sebagai Mediasi

2021 ◽  
Vol 3 (1) ◽  
pp. 236
Author(s):  
Mauwelles Tamindael ◽  
Tommy Setiawan Ruslim
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Trust ◽  
Brand Communication

This research purposed to determine the effect of brand communication and brand image to brand loyalty of H&M’s customer in Jakarta with brand trust as a mediator. The total samples of this research are 100 respondents who asked to respond the statements in the questionnaires on google form. The Data in this research were analyze with PLS-SEM. The result of this research shows that all variables have a positive and significant effect except, brand communication to brand loyalty with brand trust as a mediator which has a positive but not significant effect of H&M’s customer in Jakarta. This research can be used as a measurement of variables that affect brand loyalty of H&M’s customer.Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi merek dan citra merek terhadap loyalitas merek pada konsumen H&M di Jakarta, dengan kepercayaan merek sebagai mediasi. Penelitian ini menggunakan sampel sebanyak 100 orang untuk menanggapi pernyataan kuesioner yang disebarkan dalam bentuk google form. Data pada penelitian ini diolah dengan metode PLS-SEM. Hasil pengolahan data menunjukkan bahwa seluruh variabel memiliki pengaruh positif dan signifikan kecuali, komunikasi merek terhadap loyalitas merek melalui kepercayaan merek sebagai mediasi yang memiliki pengaruh positif namun tidak signifikan pada konsumen H&M di Jakarta. Penelitian ini dapat digunakan sebagai ukuran variabel-variabel yang mempengaruhi loyalitas pada konsumen H&M.

PENTINGNYA BRAND COMMUNICATION, BRAND EXPERIENCE, DAN BRAND IMAGE DALAM MENINGKATKAN BRAND LOYALTY PADA RITEL FURNITUR: BRAND TRUST SEBAGAI VARIABEL MEDIASI

2021 ◽  
Vol 26 (3) ◽  
pp. 264-277
Author(s):  
Yohanes Nuhadriel ◽  
Meilia Japiana ◽  
Keni
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Communication ◽  
Equation Modelling ◽  
Convenience Sampling

Tujuan penelitian ini untuk menguji secara empiris pengaruh langsung brand communication, brand experience, dan brand image terhadap brand loyalty serta pengaruh tidak langsung melalui brand trust. Sampel dikumpulkan melalui metode non-probability sampling dengan teknik convenience sampling kepada 78 responden pelanggan ritel furnitur di Jakarta yang dilaksanakan pada April 2021. Pengujian hipotesis penelitian dilakukan dengan Partial Least Square–Structural Equation Modelling (PLS- SEM). Hasil penelitian ini menunjukkan bahwa brand communication, brand experience, dan brand image tidak berpengaruh signifikan terhadap brand loyalty. Brand trust berpengaruh secara signifikan terhadap brand loyalty. brand communication tidak berpengaruh secara signifikan terhadap brand trust, sedangkan brand experience dan brand image berpengaruh secara signifikan terhadap brand trust. Terakhir, brand trust tidak mampu memediasi brand communication terhadap brand loyalty, namun brand trust dapat memediasi pengaruh brand experience dan brand image terhadap brand loyalty.

Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa

2016 ◽  
Vol 7 (1) ◽  
pp. 124-139 ◽  
Author(s):  
Richard Chinomona
Keyword(s):  
South Africa ◽  
Brand Loyalty ◽  
Brand Management ◽  
Brand Image ◽  
Brand Trust ◽  
Gauteng Province ◽  
Brand Communication ◽  
Content Type ◽  
Scale Measure ◽  
Item Scale

Purpose – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach – Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Proper modifications were made in order to fit the current research context and purpose. “Brand communication” measure used six-item scales while “Brand image” used eight-item scale measure. “Brand trust” and “brand loyalty” used a four-item scale measure. All the measurement items were measured on a five point Likert-type scales that was anchored by 1=strongly disagree to 5=strongly agree to express the degree of agreement. Findings – The four posited hypotheses were empirically tested. The results supported all the hypotheses in a significant way except one (H2). Important to note about the study findings is the fact that brand communication has a stronger effects on brand image than on brand trust. However, brand image strongly influences brand trust. Notably too, the relationship between brand trust and brand loyalty is robust. This finding indicates that brand communication can have a strong influence on brand trust and brand loyalty via brand image. Perhaps this could be due to the fact that customers are likely to trust and be more loyal to brands with good image and reputation. Research limitations/implications – Despite the usefulness of this study aforementioned, the research has its limitations. Most significantly, the sample size was small and limited to Gauteng Province of South Africa. The study can be strengthened by increasing the sample size and including participants in other geographical areas. Future studies can also attempt to compare the perceptions of customers on the current study antecedents of brand loyalty from non-durable/FMCG to other product/service categories groups. Practical implications – The findings of this empirical study are expected to have to provide fruitful implications to both practitioners and academicians. On the academic side, this study makes a significant contribution to the brand management literature by systematically exploring the impact of brand communication on brand image, brand trust and brand loyalty in South Africa. On the practitioners’ side, this study therefore submits that marketers ought to pay attention to both brand communication and brand image in order to build customer brand trust. By increasing the perceived level of brand image through effective brand communication, marketers will be able gain customer brand trust. Eventually, the customers will become loyal to a brand they perceive to trustworthy. In this regard, from a policy perspective, it is recommended that managers and business strategists ought to develop policies and strategies aimed at winning customers brand loyal or increasing customers’ brand trust since such an endeavour is likely to lead to customer retention and marketing cost reduction. There is growing evidence in the extent literature indication that loyal customers are likely to share their experience with brands with their peers through “word of mouth” (WOM) (Bennetta et al., 2005; Zehir et al., 2011; Russell-Bennett et al., 2013). At the same time, the society will tend to benefit from such information shared by their peers based on their brand experience. Originality/value – Overall, the current study findings provide tentative support to the proposition that brand communication, brand image and brand trust should be recognized as significant antecedents for gaining and sustaining brand loyalty in South Africa. This study therefore, stand to immensely contribute new knowledge to the existing body of brand management literature in Africa – a context that is often most neglected by some researchers in developing countries.

scholarly journals Partai Politik Sebagai Political Brand

2021 ◽  
Vol 21 (1) ◽  
pp. 68-73
Author(s):  
Fajar Febriansyah ◽  
Guntur Freddy Prisanto ◽  
Niken Febrina Ernungtyas ◽  
Safira Hasna
Keyword(s):  
Political Parties ◽  
Marketing Strategy ◽  
Political Party ◽  
Brand Loyalty ◽  
Brand Image ◽  
Political Marketing ◽  
Brand Trust ◽  
Brand Communication ◽  
The Public ◽  
The Future

Nowadays, political parties need a political marketing strategy that is considered to be able to increase the number of votes, especially for certain candidates of political parties. Marketing elements can be adopted in political parties, especially when doing branding. Therefore, the objective of this research is to determine the influence of brand elements in politics such as brand communication, brand image, brand trust, and brand loyalty to political parties, namely Partai Amanat Nasional (PAN). The research shows that there is no effect of brand communication on brand image and brand trust. And there is no influence of brand image on brand trust. As for the element of trust, there is an effect of brand trust on PAN brand loyalty with a low percentage of 14.7%. When someone has given confidence in a certain political party, they have guaranteed that the program given by that party is the best for the public, so that someone will be consistent in choosing the same party in the future during the election or loyal to political parties.

Antecedents of consumers’ Halal brand purchase intention: an integrated approach

2018 ◽  
Vol 56 (4) ◽  
pp. 715-735 ◽  
Author(s):  
Afzaal Ali ◽  
Guo Xiaoling ◽  
Mehkar Sherwani ◽  
Adnan Ali
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Survey Method ◽  
Brand Trust ◽  
Content Type ◽  
Muslim Countries ◽  
Brand Satisfaction

Purpose The purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty. In addition, this study seeks to elaborate the relationships among brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust, Halal brand loyalty and consumer purchase intention. Design/methodology/approach A theoretical model with hypothesised relationships is developed and tested with the help of structural equation modelling procedure in AMOS. This research used the questionnaire survey method to collect data from 347 consumers in Pakistan who had the experience of purchasing Halal milk brand. Findings The empirical results suggest that perceived brand quality has a significant and positive influence on the Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and purchase intention. Similarly, the Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty significantly influence consumer Halal brand purchase intention. Research limitations/implications The Muslim population is growing in many parts of the world, including non-Muslim countries. Although this study’s focus is limited to Pakistani Muslims, findings related to the effects of brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust and Halal brand loyalty on intentions may not be equally valid for Muslim consumers in others Muslim and non-Muslim countries and for other types of products. Practical implications The findings indicate that ignoring the important quality elements of a brand could be costly to marketers who failed to realise the importance of traditional brand attributes whilst embracing Halal brand marketing initiatives. In addition, Halal branding can allow the businesses to access to new markets, to enjoy more competitive advantages and to increase their profitability by selling at higher prices with higher profit margins. Originality/value Although previous research has explored the relevant issues about brand image, brand satisfaction, brand trust and brand loyalty, none highlights these traditional constructs to an unexplored field of Halal products.

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