Brand Equity Dimensions of Mediation in Satisfaction as Customer Loyalty

Brand equity Strong will deliver value, both for customers and the company. Brand equity can be reflected in the way consumers think, feel, and act in the relationship by brand, price, market share, and profitability of a given brand for the company. This study aimed to examine the effect of the dimensions of brand equity consisting of brand awareness, brand association and perception of significant-quality partially and simultaneously on customer satisfaction and customer loyalty. Examine the effect of satisfaction on loyalty and satisfaction as mediator test the influence of the dimensions of brand equity consisting of brand awareness, brand association and a significant perceived quality on customer loyalty superior products glorious in Lumajang banana chips. Respondents in this study were Lumajang community and consumers totalling 200 respondents. With Sobel path analysis and testing of the obtained results of the research test brand awareness, brand association and perceived quality simultaneously significant effect on satisfaction, brand awareness while partial no effect on satisfaction. Simultaneously and partially brand awareness, brand association and perceived quality have a significant effect on loyalty. Satisfaction significant effect on loyalty and satisfaction may be a mediator on the effect of brand awareness, brand association and perception of significant quality on loyalty. Limitations of this study only examined the consumer from Lumajang community, so expected this limitation bias was investigated in future studies.

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The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

10.31227/osf.io/vztdh ◽

2019 ◽

Author(s):

Lingga Binangkitsari ◽

Sulistiono

Keyword(s):

Brand Equity ◽

Customer Loyalty ◽

Significant Influence ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Purchase Decision ◽

P Value ◽

Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

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Influence factors of customer-based brand equity: A study on China mobile phone industry

International Journal of Financial Engineering ◽

10.1142/s2424786320500504 ◽

2021 ◽

pp. 2050050

Author(s):

Wenqiu Guo ◽

Liying Zhou

Keyword(s):

Customer Satisfaction ◽

Mobile Phone ◽

Brand Equity ◽

Customer Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Mediating Effect ◽

Strategic Decision ◽

Brand Awareness ◽

Equation Modeling

Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.

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RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION

International Journal of Service Management and Sustainability ◽

10.24191/ijsms.v1i1.6033 ◽

2019 ◽

Vol 1 (1) ◽

pp. 58 ◽

Cited By ~ 1

Author(s):

Fadilah Siali ◽

Pang Jiayi ◽

Mahani Mohammad Abdul Shakur ◽

Siti Aisyah Ya'kob

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Purchase Decision ◽

Fashion Industry ◽

Urban Streets ◽

Brand Association ◽

Equity Model ◽

The Relationship

Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear.

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Hubungan Brand Equity dan Minat Konsumen: Studi Kasus Perubahan Merek Produk Elektronilk Nasional-Panasonic menjadi Panasonic

Jurnal Riset Manajemen dan Bisnis ◽

10.21460/jrmb.2006.11.185 ◽

2006 ◽

Vol 1 (1) ◽

pp. 23

Author(s):

Petra Surya Mega Wijaya ◽

Anita Puspitasari

Keyword(s):

Competitive Advantage ◽

Brand Equity ◽

Brand Loyalty ◽

Correlation Method ◽

Perceived Quality ◽

Brand Awareness ◽

Brand Name ◽

Brand Association ◽

The Relationship

It is known that brand has the power to attract consumer to buy a product or some services being represented. It also has the role to help the producers to achieve their sales target. Hence, construct a brand in a vigilant way is essential, prior to the competitive advantage that witl be gafned through it. Recently, there is a phenomenon when firms tend to reconstruct their old brand to o new brand name. In Indonesia, one of them is the case of the brand called National-Panasonic, which have been replaced by a new brand name Panasonic. The changing of theNational-Panasonic can obviously notice by the vanishing of this brand name in the Indonesia electronic market.Based on the cose of Panasonic, this research aim to examine the relationship between brand awareness, brand association, perceived quality, brand loyalty, and consumers' intention to buy. Furthermore this research also examines the relationship between brand equity and consumers intention to buy.For about 100 data were collected which comes fro* peoplereside in Surakarta-Central of Java, who have an experience on using the brand. Afterward the data are analyzed using the correlation method. The results show that brand awareness; brand association, perceived quality, brand loyalty, and brand equity are correlated with consumer's intention to buy.Keywords: Brand equity, brand owarness, brand loyalty, consumer's intention to buy

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The relationship between brand equity and intention to buy: the case of convenience stores

Independent Journal of Management & Production ◽

10.14807/ijmp.v11i2.1062 ◽

2020 ◽

Vol 11 (2) ◽

pp. 434

Author(s):

Phuong Viet Le-Hoang ◽

Giang Truong Nguyen ◽

Huong Thanh Thi Phung ◽

Vi Truc Ho ◽

Nhan Trong Phan

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Ho Chi Minh City ◽

Brand Awareness ◽

Group Discussions ◽

Brand Association ◽

Intention To Purchase ◽

Convenience Stores ◽

The Relationship

The research aims to identify the components of brand equity that affect consumer purchasing intentions and measure the effect of brand equity components on the intention of consumer purchases at the convenience stores in Ho Chi Minh City. The authors conduct the group discussions, expert discussion, and then analyze data from 200 valid questionnaires with four components of brand equity, namely perceived quality, brand loyalty, brand association, brand awareness. The results of Exploratory Factor Analysis (EFA) show that all four elements have a positive effect on the customer' intention to purchase in the convenience store of Ho Chi Minh City. In particular, the brand association factor has the strongest influence, followed by perceived quality, brand awareness, and brand loyalty. This research contributes that the results confirm the theory of Aaker (1991), Brown and Stayman (1992), Cobb-Walgren et al. (1995), MacKenzie (1986) in the new context of convenience stores in Ho Chi Minh City, Vietnam. Besides, the study gives some recommendations to help convenience stores improve the elements of brand equity and it, to enhance attraction for consumers.

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ANALISIS KEUNGGULAN DAN KELEMAHAN MERK FRUIT TEA

Jurnal Sistem Teknik Industri ◽

10.32734/jsti.v18i1.342 ◽

2018 ◽

Vol 18 (1) ◽

pp. 36-43

Author(s):

Sukaria Sinulingga ◽

Humala Napitupulu ◽

Ferdyanta Sitepu

Keyword(s):

Customer Satisfaction ◽

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Marketing Mix ◽

T Test ◽

Brand Awareness ◽

Satisfaction Index ◽

Brand Association ◽

Paired Samples

Penelitian Ini bertujuan melakukan mengidentifikasi dan menganalisis faktor–faktor Ekuitas Merek(Brand Equity), yang terdiri dari Brand Awareness, Brand Association dan Perceived Quality – Marketing Mix,yang mempengaruhi loyalitas konsumen (Brand Loyalty) didalam membeli suatu produk minuman teh rasa buahdalam kemasan, sehingga diketahui faktor faktor Brand Equity yang paling menentukan keunggulan dankelemahan produk merek Fruit Tea yang diproduksi oleh PT. Sinar Sosro dibandingkan dengan merek Fresteayang diproduksi oleh PT. Coca-Cola Indonesia, berdasarkan preferensi konsumen di didalam memilih merekminuman teh rasa buah dalam kemasan.Dua ratus Responden Mahasiswa Universitas Sumatera Utara dilibatkandalam penelitian yang dipilih menggunakan Teknik Non probability sampling, dimana pemilihan sampelditentukan dengan model Purposive dan Judgment sampling dengan pertimbangan tertentu yaitu pernahmengkonsumsi produk dengan merek Fruit Tea maupun produk merek Fres Tea kemasan apa saja. Pengumpulandata dilakukan dengan menyebar kuesioner, dan metode analisis data dilakukan dengan Analisis Regresi LinierBerganda, Koefisien Determinasi, Signifikansi Simultan (Uji F), Signifikansi Parsial (Uji T), PerbandinganBerpasangan (Paired – Samples t Test), Customer Satisfaction Index, Analisis Tingkat Kepentingan dan KinerjaAtribut Dimensi Kualitas Produk, dan Analisis Loyalitas Konsumen.Hasil penelitian menunjukkan bahwa secaragaris besar dari 3 pembentuk variable Brand Equity, diketahui merek Fres Tea unggul pada Brand Awarenessdan Perceived Quality, sedangkan merek Fruit Tea unggul pada Brand Association. Secara keseluruhan atribut–atribut pembentuk Brand Equity produk merek Fres Tea lebih unggul dibanding dengan merek Fruit Teatermasuk tingkat Loyalitas Responden (Brand Loyalty) didalam membeli produk merek Frestea.

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Distribution Intensity and Purchase Behavior-mediating Role of Brand Equity in Oil Marketing Companies (OMCs): An Emerging Markets Perspective

Business Perspectives and Research ◽

10.1177/2278533720987022 ◽

2021 ◽

pp. 227853372098702

Author(s):

George Kofi Amoako

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Purchase Behavior ◽

Brand Awareness ◽

Brand Association ◽

The Impact ◽

Distribution Intensity ◽

The Relationship

The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand perceived quality, brand awareness, brand association, and brand loyalty. The study revealed that there is a positive relationship between distribution intensity and purchase behavior through brand equity. Structural equation modelling was used to investigate the relationship among channel location, store availability (distribution intensity), and brand equity (brand loyalty, perceived quality, brand association and brand awareness) and purchase behavior. The study revealed that brand equity mediates the relationship between distribution intensity and purchase behavior in the oil marketing companies (OMCs) in Ghana. This study extends the applicability of brand equity as a mediating variable to enhance the impact of location and service mart availability on purchasing behavior of customers. Additionally, this study provides an in-depth understanding of how the various components of brand equity of OMCs brands contribute to drive consumption experience and continual usage of OMC channels in Ghana. This study is based on a cross-sectional design, and since user behavior may change over time, a longitudinal study will be useful in the future.

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FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

Jurnal Manajemen ◽

10.31937/manajemen.v13i1.1710 ◽

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

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Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products

International Journal of Business and Management ◽

10.5539/ijbm.v11n4p265 ◽

2016 ◽

Vol 11 (4) ◽

pp. 265 ◽

Cited By ~ 1

Author(s):

Jamshid Jafari Drabjerdi ◽

Masoud Arabi ◽

Maryam Haghighikhah

Keyword(s):

Brand Equity ◽

Dairy Products ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Explanatory Role ◽

Effective Factors ◽

Brand Association ◽

Monetary Promotions

<p>Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.</p>

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Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

Sustainability ◽

10.3390/su11195167 ◽

2019 ◽

Vol 11 (19) ◽

pp. 5167 ◽

Cited By ~ 2

Author(s):

Khan ◽

Yang ◽

Shafi ◽

Yang

Keyword(s):

Social Media ◽

Brand Equity ◽

Customer Loyalty ◽

Social Media Marketing ◽

Brand Awareness ◽

Confirmatory Factor ◽

Marketing Activities ◽

Indirect Association ◽

The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

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