scholarly journals CUSTOMER EXPERIENCE OF MULTI-SERVICE PLATFORM: THE MEDIATING ROLE BETWEEN BRAND EXTENSION STRATEGY AND BRAND IMAGE

2020 ◽  
Vol 2 (1) ◽  
pp. 149-161
Author(s):  
Daniel Hermawan ◽  
Theresia Gunawan ◽  
Zhiwen Li
Keyword(s):  
Significant Contribution ◽  
Brand Image ◽  
Brand Extension ◽  
Customer Experience ◽  
Similar Type ◽  
Service Platform ◽  
Mediating Role ◽  
Role Based ◽  
The Impact

As the pioneer in multi-service platform, GO-JEK faces tight competition from other similar type of businesses. GO-JEK extends its product through a lot of extensions to strengthen GO-JEK’s position. This research aims to analyze the impact of brand extension strategy on brand image with customer experience as the mediating role. The type of research is explanative, research method using survey with quantitative approach, and data analyze using Sobel test to determine the impact of brand extension strategy on brand image with customer experience as the mediating role. Based on data analyze result from 378 samples, brand extension strategy gives significant contribution to customer experience, customer experience gives significant contribution to brand image, brand extension strategy gives significant contribution to brand image, and brand extension strategy through customer experience give significant contribution to brand image. So there’s mediating role of customer experience to mediating the impact of brand extension strategy on brand image of GO-JEK in Bandung.

scholarly journals MEDIATING ROLE OF CUSTOMER SATISFACTION AND ITS IMPACT TOWARDS BRAND IMAGE OF FRIED CHICKEN RESTAURANT

2010 ◽  
Vol 9 (2) ◽  
Author(s):  
Idris Gautama So ◽  
Eric Putra ◽  
Ishak Ismail
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Product Quality ◽  
Significant Contribution ◽  
Brand Image ◽  
Pearson Correlation ◽  
Strong Relationship ◽  
Mediating Role ◽  
Correlation And Path Analysis

Customer satisfaction is a very important issue in industries including food industry. This research is aimed to analyze the mediating role of customer satisfaction in order to have loyal returning customers. Objectives of this research is to analyze the influence of service quality and product quality to customer satisfaction and its impacts towards retaurant’s brand image. Pearson correlation and Path Analysis are used in this research. Samples of this research are visiting customers of ”KD” Fried Chicken restaurant. Data is collected using questionnaires filled by the visiting customers with choosing the answer in likert scale. The result of this research shows product quality has a strong relationship and significant contribution in influencing customer satisfaction and brand image. Customer satisfaction also has a strong relationship and contributed to brand image, while service quality has no contribution to both customer satisfaction and brand image of Fried Chicken restaurant, thus this research suggest the improvement of service quality towards the existing customers to achive customers satisfaction and brand image, and give some other beneficial inputs to the restaurant which may be resulted in customer satisfaction and better brand image in the future.

The Impact of Customer Experience and Relationship Quality on Corporate Reputation in the Hotel Sector

2021 ◽  
Vol 12 (2) ◽  
pp. 53-79
Author(s):  
Elsayed Sobhy Ahmed Mohamed
Keyword(s):  
Relationship Quality ◽  
Corporate Reputation ◽  
Customer Experience ◽  
Mediating Role ◽  
Long Run ◽  
Hotel Sector ◽  
Positive Direct ◽  
Makkah City ◽  
The Impact

Given the intensive competition in the hospitality industry, customer experience has become a vital concern for the hotel sector. This study examines to what extent customer experience (CE) impacts corporate reputation (CR) through the mediating role of relationship quality (RQ). The authors put forward and test a theoretical framework of direct effects of CE on CR and for RQ on CR. Moreover, the research model examined the indirect effects of CE on CR via RQ. Hypothetically, CE together with RQ is likely to influence CR. Empirical results based on a sample of 377 guests from hotels in Makkah city in KSA demonstrated that CE has a positive direct impact on RQ and positive indirect effect on CR which support the hypotheses. Results also indicate that CE provides a foundation for RQ and CR. Thus, they conjecture that CE and RQ enhance CR. Accordingly, they encourage KSA hotel sector to cultivate their CE for harnessing their RQ in order to boost CR in the long run.

scholarly journals The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image

2016 ◽  
Vol 11 (8) ◽  
pp. 162 ◽  
Author(s):  
Elham Fakhri Tomalieh
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Major Effect ◽  
Brand Awareness ◽  
Primary Data ◽  
Purchase Intent ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship

This study aims to investigate the impact of sponsorship events on the purchase intent of attendees, mediated by brand image. For the purpose of this study, attendee's purchase intention is treated as a dependent variable and brand image as a mediated variable. Independent variables are: brand awareness, attitude towards the event and event-sponsor fit. The study relied on collecting primary data through a self-prepared questionnaire. In total (400) questionnaires were distributed randomly to the sponsoring event attendees who could be reached by the researcher. Response rate was (96.75) percent.<strong> </strong>The results revealed all the variables under investigation have a significant effect on attendee’s purchase intention. The major effect on the attendee’s purchase intention was for brand awareness followed by attitude towards the event, the weakest effect was for event–sponsor fit. While the major effect on the attendee’s perception of the sponsoring brand image was for attitude towards the event followed by brand awareness, the event–sponsor fit was excluded. Furthermore, it is found that brand image mediates the relationship between brand awareness, attitude towards the event and attendee’s purchase intention.

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

2016 ◽  
Vol 33 (5) ◽  
pp. 343-353 ◽  
Author(s):  
Graham Ferguson ◽  
Kong Cheen Lau ◽  
Ian Phau
Keyword(s):  
Brand Image ◽  
Brand Personality ◽  
Brand Extension ◽  
Self Monitoring ◽  
Content Type ◽  
Mediating Role ◽  
Parent Brand ◽  
Wide Range ◽  
Image Fit

Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit causes consumers to like the brand extension more because, like the parent brand, consumers can use the brand extension to maintain and project a desirable self-identity. This relationship is obscured because consumers process brand personality fit as part of the overall brand image fit; therefore, the potential mediating role of brand image is tested. Consumers differ in their self-monitoring disposition as well, which may explain differences in response to perceived personality fit. Therefore, the potential moderating role of self-monitoring is tested. Design/methodology/approach Using an experimental design, respondents viewed an advertisement for a brand extension that showed either congruent, moderately incongruent or incongruent personality fit with the parent brand. This was completed for four symbolic brands: two watch brands and two motor vehicle brands. Findings The results indicate that brand personality fit between the brand extension and the parent brand is causally related to affect felt towards the brand extension, but that this relationship is fully mediated by image fit for the BMW brand and partially mediated for Volkswagen Beetle, Omega and Swatch. For BMW and Swatch, the relationship between the independent variable personality fit and the mediator variable image fit is positively moderated by the self-monitoring disposition of the consumer. Research limitations/implications The implication is that, while marketers can communicate a wide range of attributes when advertising brand extensions, marketers of symbolic brands should clearly demonstrate brand personality fit as an important component of brand image fit. This is even more important for consumers with a high self-monitoring disposition. Originality/value The study conclusively tests the importance of personality fit for symbolic brands, the mediating role of brand image and the interaction effect of self-monitoring on personality fit. These findings contribute to the research literature and help marketers to manage the level of personality fit that should be emphasized in their marketing communications.

scholarly journals IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY WITH THE MEDIATING ROLE OF CUSTOMER SATISFACTION AND BRAND AWARENESS

2021 ◽  
Vol 5 (1) ◽  
pp. 1-15
Author(s):  
Umair Abbas ◽  
K. M. Anwarul Islam ◽  
Sajid Hussain ◽  
Muhammad Baqir ◽  
Noor Muhammad
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Brand Image ◽  
Jel Classification ◽  
Brand Awareness ◽  
Mediating Role ◽  
Spss Software ◽  
Short Time ◽  
The Impact

The study indicates the impact of Brand Image on Customer Loyalty with the Mediating Role of Customer satisfaction and Brand Awareness. A questionnaire is filled by the 300 respondents that are selected through non-probability to measure customer satisfaction and their loyalty to their favorite Brand. The respondent filed the questionnaire according to their favorite brand. In the study 22 statements and 5 points, Likert Scaled survey questionnaire was filled by the 300 respondents. The results were made by using different methods. The result is based on the statistics test which displays that the Image of the brand and customer Loyalty is very significant with Customer Satisfaction and Brand Awareness, but Brand Image is insignificant with Brand Awareness. The result is analyzed through SPSS software for statistical analysis. The study was conducted within a short time and within the limited resources due to the pandemic attack of the COVID-19. In the future study, the major topic is recommended due to the current situation in the world due to the pandemic attack of the COVID-19 impact of any pandemic diseases on customer loyalty. JEL Classification Codes: M31, M39.

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

2018 ◽  
Vol 22 (3) ◽  
pp. 387-403 ◽  
Author(s):  
Jihyun Lee ◽  
Yuri Lee
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Brand Image ◽  
Corporate Image ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
A Company ◽  
Corporate Level

Purpose The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR. Design/methodology/approach The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention. Findings Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR. Originality/value The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.

Organizational Justice and Employee Sustainability: The Mediating Role of Organizational Commitment

2020 ◽  
Vol 3 (3) ◽  
pp. 12-22
Author(s):  
Mehreen Fatima ◽  
Zeeshan Izhar ◽  
Zaheer Abbas Kazmi
Keyword(s):  
Organizational Commitment ◽  
Organizational Justice ◽  
Developing Country ◽  
Design Methodology ◽  
Direct Relationship ◽  
Banking Sector ◽  
Mediating Role ◽  
Research Gap ◽  
The Impact

Purpose- The primary purpose of the study is to determine the impact of organizational justice (OJ) on employee sustainability. Along with that, it also describes how organizational commitment mediates this direct relationship. This study includes all dimensions of OJ which are distributive, procedural and interactional (interpersonal & informational) within the context of a developing country (Pakistan). Design/Methodology- This study has considered employees working in the banking sector of Pakistan. Two hundred ten questionnaires were received back from employees. Regression analysis was used to analyze direct relationships between variables, while smart partial least squares (PLS) were used for mediation analysis. Findings- Results demonstrated that all hypothesis were accepted and it was also confirmed that organizational commitment (OC) mediates the direct relationship between OJ and employee sustainability (ES). Originality/value- Multidimensional construct of organizational justice was tested in this study, in the context of a developing country (Pakistan), to address the research gap.

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