The Relationships Between Airlines’ Brand Equity, Customer’s Loyalty and Premium Payment Intention

Loyalty is likely supposed as the key of any company’s success. Customers seemingly have no complain against price, even when the quality of a new product is under expectation. Purportedly, they close their eyes and ears, and believe everything will be fine. Apparently, this atmosphere is not easy to achieve. It needs such good quality perception of products in a particular period. Also it requires customer satisfaction, which leads of proud when using the product. While many similar products are available which in some extent they are also adjacent of quality, the effort of developing our product’s loyalty is tentative. It is supposed the loyalty is affected by factors, such as popularity, affection and pride. By other words, the customer’s mood plays a significant role. Can positive affect has an effect of customer’s loyalty, whether directly or indirectly through brand equity? The answer is obviously the purpose of the study. A sample which consists of 165 respondents is withdrawn by convenience and judgment method. Amos 16.0 and SPSS 16.0 are employed in analyzing data. The result shows that brand equity, satisfaction and customer’s loyalty are influenced by positive affect. In addition, both brand equity and satisfaction affect customer’s loyalty. Further, both brand equity and satisfaction post as mediator.

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CAN PRODUCT LEADERSHIP BE A PREDICTOR OF A CUSTOMER’S LOYALTY?

Journal of Indonesian Economy and Business ◽

10.22146/jieb.6214 ◽

2015 ◽

Vol 29 (1) ◽

Author(s):

MS. Eric Santosa

Keyword(s):

Brand Equity ◽

Sales Volume ◽

Service Support ◽

Customer's Loyalty ◽

Customer Intimacy ◽

Relationship Of ◽

Product Leadership ◽

The Relationship

Leading companies commonly employ a particular strategy to cover a market. They mightchoose product leadership, service support excellence, customer intimacy strategy, as well as acombination of them.The use of these strategies is obviously to gain more customers, since the product becomes achoice as an effect of the brand equity strengthening. While firms are very concerned withcustomer loyalty to maintain a stable sales volume, a question arises whether the brand equityhas an effect on the customer’s loyalty. Logically, if a strategy can develop the product’s brandequity which in turn propels cutomers to buy it, it will hopefully improve customers’ loyalty aswell.Therefore, this study is designed to answer the questions, (1) which strategy (among thethree) adds power to the brand equity, (2) the brand equity is influential to the customer’sloyalty, and (3) the product leadership can predict the customer’s loyalty. Three antecedents ofbrand equity are employed, i.e. product leadership, service support excellence, and customerintimacy. These three variables, along with brand equity can also indicate as predictors ofcustomer’s loyalty. A sample consisting of 100 respondents withdrawn through a judgmentmethod. Data were analyzed by Amos 5.0 and SPSS 16.0. The results denote that the relationshipsbetween product leadership and customer intimacy to brand equity, also brand equity tocustomer’s loyalty are significant. On the contrary, the relationship of service supportexcellence to brand equity and the relationship of product leadership to customer’s loyalty aretrivial.Keywords: product leadership, service support excellence, customer intimacy, brand equity,customer’s loyalty

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Investigating the Relationship between Brand Equity, Brand Loyalty and Customer’s Satisfaction (Case Study: Restaurants in Rasht City)

Review of European Studies ◽

10.5539/res.v8n4p113 ◽

2016 ◽

Vol 8 (4) ◽

pp. 113 ◽

Cited By ~ 1

Author(s):

Asghar Ghadamzan Jalali ◽

Vahid Hosseinipour ◽

Vahab Pourkazemi Astaneh

Keyword(s):

Data Collection ◽

Brand Equity ◽

Brand Loyalty ◽

Fast Food ◽

Structural Equation ◽

Equation Modeling ◽

Final Study ◽

Study Population ◽

Customer's Loyalty ◽

The Relationship

The aim of this study was to investigate the relationship between brand equity, customer’s satisfaction and brand loyalty. The study was a descriptive and in term of purpose is applied and in term of data collection will also be considered field. Data collection tool was questionnaire consisting of 21 questions to measure the research variables. The validity by professors and experts and its reliability by using Cronbach’s alpha was reviewed and approved. The study population consisted of students at Islamic Azad University who were customers of restaurants and fast food in Rasht city. Using the Cochran formula final study sample 420 subjects was studied. In order to test the hypothesis structural equation modeling was used. The results showed that brand equity has a significant relationship with rate of 0.18 with a customer’s satisfaction. As well as customer’s satisfaction is related to customer’s loyalty with rate of 0.88. Among the aspects brand equity as ideal inner satisfaction has the highest correlation with customer’s satisfaction.

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CAN PRODUCT LEADERSHIP BE A PREDICTOR OF A CUSTOMER’S LOYALTY?

Journal of Indonesian Economy and Business ◽

10.22146/jieb.v29i1.6214 ◽

2015 ◽

Vol 29 (1) ◽

Author(s):

MS. Eric Santosa

Keyword(s):

Brand Equity ◽

Sales Volume ◽

Service Support ◽

Customer's Loyalty ◽

Customer Intimacy ◽

Relationship Of ◽

Product Leadership ◽

The Relationship

Leading companies commonly employ a particular strategy to cover a market. They mightchoose product leadership, service support excellence, customer intimacy strategy, as well as acombination of them.The use of these strategies is obviously to gain more customers, since the product becomes achoice as an effect of the brand equity strengthening. While firms are very concerned withcustomer loyalty to maintain a stable sales volume, a question arises whether the brand equityhas an effect on the customer’s loyalty. Logically, if a strategy can develop the product’s brandequity which in turn propels cutomers to buy it, it will hopefully improve customers’ loyalty aswell.Therefore, this study is designed to answer the questions, (1) which strategy (among thethree) adds power to the brand equity, (2) the brand equity is influential to the customer’sloyalty, and (3) the product leadership can predict the customer’s loyalty. Three antecedents ofbrand equity are employed, i.e. product leadership, service support excellence, and customerintimacy. These three variables, along with brand equity can also indicate as predictors ofcustomer’s loyalty. A sample consisting of 100 respondents withdrawn through a judgmentmethod. Data were analyzed by Amos 5.0 and SPSS 16.0. The results denote that the relationshipsbetween product leadership and customer intimacy to brand equity, also brand equity tocustomer’s loyalty are significant. On the contrary, the relationship of service supportexcellence to brand equity and the relationship of product leadership to customer’s loyalty aretrivial.Keywords: product leadership, service support excellence, customer intimacy, brand equity,customer’s loyalty

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Review of Brand Equity and Advertising: Advertising's Role in Building Strong Brands.

Contemporary Psychology ◽

10.1037/033862 ◽

1994 ◽

Vol 39 (1) ◽

pp. 99-99

Author(s):

Terri Gullickson ◽

Pamela Ramser

Keyword(s):

Brand Equity

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Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

Journal of Economics and Development ◽

10.33301/2011.13.02.05 ◽

2011 ◽

pp. 61-88

Author(s):

Huong Hoang Thi Thu ◽

Lin Yu-Li

Keyword(s):

Brand Equity ◽

Sales Promotion ◽

Three Dimensions ◽

Brand Trust ◽

Brand Performance ◽

Business Context ◽

Brand Association ◽

Customer Perceived Value ◽

Trade Promotions ◽

Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

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