scholarly journals Brand equity and brand - Consumer relationship quality in Vietnam

2017 ◽  
Vol 1 (Q2) ◽  
pp. 92-102
Author(s):  
Nguyet Thi Hong Nguyen
Keyword(s):  
Relationship Quality ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Foreign Countries ◽  
Using Data ◽  
Brand Attractiveness ◽  
Positive Effect

Building a quality relationship between the brand and consumers is necessary for an enterprise to exist and develop [11]. As a result, brand relationship quality attracts a great deal of interest from researchers. Many studies have been conducted on the nature and aspects of brand relationship quality. However, limited research has investigated the nature of brand - consumer relationship quality in B2C market, especially the nexus between brand equity and brand relationship quality. Furthermore, most of them are conducted in foreign countries. This study examines the nature of brand - consumer relationship quality and consider the nexus between components of brand equity and brand relationship quality in the Vietnam’s consumer market, Structural Equation Modeling (SEEM) was employed, using data from a survey on 600 consumers. The results indicate that brand image and brand attractiveness have a positive effect on relationship quality and brand loyalty is a result variable of brand relationship quality.

Antecedents and an Outcome of Customer Engagement With Hotel Brand Community on Facebook

2019 ◽  
Vol 44 (2) ◽  
pp. 278-299 ◽  
Author(s):  
Reham Touni ◽  
Woo Gon Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ahmed Ali
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Community ◽  
Brand Communities ◽  
Brand Relationship ◽  
Brand Relationship Quality

The purpose of this study is to examine customer–brand experience and customer involvement as two drivers of customer engagement (CE) and investigate brand relationship quality as a major outcome of CE with a hotel’s Facebook brand community. It is essential for hotel marketers to understand more about how to engage customers with brand communities embedded in Facebook, to understand what the antecedents of such engagements are, and to recognize what outcomes they can gain from engaged customers. This article adopts structural equation modeling and analyzes data collected from a sample of 347 Facebook users who are hotel customers. The results of the empirical research confirm the significant effect of the two antecedents on CE and the role of engaging customers in building customer–brand relationships. Furthermore, CE with hotel brand communities embedded in Facebook has a mediating effect on the path from customer–brand experience to brand relationship quality.

scholarly journals The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms

2021 ◽  
Vol 14 (2) ◽  
pp. 29
Author(s):  
Regina Burnasheva ◽  
Yong Gu Suh
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Brand Congruence ◽  
The Impact

Applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which celebrity endorser’s credibility (CEC) effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. Data was gathered through an online survey from young Korean millennials and tested using structural equation modeling and multi-group techniques. The findings revealed that brand relationship quality serves as a partial mediator of the effect of CEC on brand loyalty. The findings also suggested that celebrity-brand congruence acts as a moderator between CEC and the brand relationship quality. This study offers useful practical implications for luxury marketers and advertisers.

scholarly journals The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert’s Attendees in Indonesia

2018 ◽  
Vol 150 ◽  
pp. 05058
Author(s):  
Yulia Rahmadini ◽  
Rizal Edy Halim
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
The Internet ◽  
Emotional Attachment ◽  
Cross Sectional ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
The Impact

Social media has been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social media. This indicates that social media are effective brand communication and promotion tools. Music industry is one of the business industries which utilizes social media as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impact and relationship of social media towards emotional attachment and brand relationship quality, in which both will be then compare towards word of mouth (WOM) on concert’s attendees. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts last year. The five-hypotheses research model in this study is tested using the Structural Equation Modelling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendees may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendees.

scholarly journals The role of brand equity in increasing buying interest

2021 ◽  
pp. 1999-2010
Author(s):  
Gita Sugiyarti ◽  
Aris Mardiyono
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

scholarly journals An Examination of The Determinants of Customer Loyalty

2020 ◽  
Vol 5 (4) ◽  
Author(s):  
Tasrik Hasrat ◽  
. Mahfudnurnajamuddin ◽  
Asdar Djamereng ◽  
Sabri Hasan ◽  
. Budiandriani
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Negative Effect ◽  
Equity Price ◽  
Positive Effect

Brand equity, price, product quality, customer satisfaction, and the importance of customer loyalty in marketing which is the target and expectation of every company. Marketers expect to be able to retain their customers in the long term, even if possible forever. Therefore, this study wants to examine the factors that affect customer satisfaction and customer loyalty. These factors are brand equity, price, product quality, customer satisfaction, and customer loyalty. The required data were obtained through interviews using a questionnaire to 120 respondents. The data obtained were analyzed using Structural Equation Modeling (SEM) and SPSS 21 techniques. The results of hypothesis testing prove that brand equity has a positive effect on customer satisfaction, Price is a negative effect on customer satisfaction, Product quality has a positive effect on customer satisfaction, Customer satisfaction has a positive effect on customer loyalty, Brand Equity has a positive effect on customer loyalty, Price is a negative effect on customer loyalty, Product quality has a positive effect on customer loyalty, brand equity has a positive effect on customer loyalty through customer satisfaction, the price is a negative effect on customer loyalty through customer satisfaction, product quality has a positive effect on customer loyalty through customer satisfaction. Based on the results of testing the hypothesis, several managerial implications can be drawn, namely, that loyalty can be increased by increasing customer satisfaction, brand equity, price, and product quality. This is done by providing competitive prices according to the quality of the product. If the quality of the product is increased, the price will not affect the customer if it is increased, so automatically satisfaction will be formed, by itself a strong customer loyalty is formed. So it can be said that price does not affect in determining the level of customer satisfaction and customer loyalty because other very strong variables shape satisfaction and loyalty. High prices do not guarantee customers will be satisfied as well if the price of the product is cheap as long as the price is still reasonable for substitution category goods.

Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty

2017 ◽  
Vol 29 (4) ◽  
pp. 1185-1202 ◽  
Author(s):  
Young Gin Choi ◽  
Chihyung “Michael” Ok ◽  
Sunghyup Sean Hyun
Keyword(s):  
Personality Traits ◽  
Relationship Quality ◽  
Brand Personality ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Practical Implications ◽  
Brand Personality Traits ◽  
Brand Prestige

Purpose This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry. Design/methodology/approach Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly. Findings Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty. Research limitations/implications The data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige. Practical implications To enhance the coffeehouse brand prestige, it is critical to enhance patrons’ experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness. Originality/value This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.

scholarly journals An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms

2021 ◽  
Vol 13 (22) ◽  
pp. 12627
Author(s):  
Mengmeng Wang ◽  
Xue Fan
Keyword(s):  
Structural Equation ◽  
Sem Analysis ◽  
Equation Modeling ◽  
Entrepreneurial Firms ◽  
Agricultural Field ◽  
Intention To Adopt ◽  
Task Technology Fit ◽  
Using Data ◽  
Corporate Social ◽  
Positive Effect

During the COVID-19 pandemic, digital technology has been used in all aspects of the agricultural field. How to seize the opportunity to achieve the production-marketing connection is increasingly becoming a top concern for green agri-food enterprises. Based on the theory of a task–technology fit, this study analyzes the fitness between livestreaming e-commerce and green agri-food. More specifically, the task characteristics cover the seasonality, locality, and eco-friendliness of green agri-food, and the technology characteristics cover the responsiveness, interactivity, and entertainment of livestreaming e-commerce. Using data of a sample of 574 green agri-food entrepreneurial firms collected through a web-based questionnaire, we preform structural equation modeling (SEM) analysis and find that the locality and eco-friendliness of green agri-food, the responsiveness, interactivity, and entertainment of livestreaming e-commerce have a positive effect on the fit of green agri-food livestreaming e-commerce. Moreover, the fit of green agri-food livestreaming has a positive effect on firm performance and the intention to adopt livestreaming e-commerce. This study also demonstrates that perceived corporate social responsibility has a moderating effect on the relationship between the fit of livestreaming of green agri-food and the intention to adopt livestreaming e-commerce. This study extends prior research on the task–technology fit into livestreaming e-commerce companies and provides insights into our understanding of successful adoption of livestreaming e-commerce.

scholarly journals Normative community pressure in brand community: a study of young entrepreneurs community of mandiri bank

2019 ◽  
Vol 22 (1) ◽  
Author(s):  
Lindiawati Lindiawati ◽  
Indrianawati Usman ◽  
Sri Wahyuni Astuti
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Primary Data ◽  
Equation Modeling ◽  
Brand Community ◽  
Community Members ◽  
Brand Engagement ◽  
Brand Relationship ◽  
Community Identification ◽  
Community Pressure

Brand community has been extensively built and developed by either the companies or the customers voluntarily. These two gorups with different perspective hold different purposes. For the companies, brand community is considered an effective marketing strategy which is expected to achieve customer brand engagement. Anyhow, often companies focus more on the purposes of the brand community, but do not be quite aware of the policies, rules, or traditions firstly created as norms in order to lead the way the community members perceive and act. Often norms become pressures for the brand community members causing them reluctant to engage with he community. Referring to the theory of relationship marketing, this study develops a model of normative community pressure that is affected by both brand community identification and inter-member relationship quality, that are previously affected by brand relationship quality. The empirical analysis derives primary data of young entrepreneurship community created by one of the big five banks in Indonesia quantitatively analyzed using Structural Equation Modeling (Warp-PLS). The result helps explain the antecedents causing normative community pressure of the brand community. The implication of this study is that communitfy setter should regularly identify and analyze rules or practices within the community that might be potential barrier for the members in building engagement with the community.

scholarly journals Building brand relationship quality among hotel loyalty program members

2017 ◽  
Vol 29 (1) ◽  
pp. 458-488 ◽  
Author(s):  
Ada S. Lo ◽  
Holly Hyunjung Im ◽  
Yong Chen ◽  
Hailin Qu
Keyword(s):  
Relationship Quality ◽  
Latent Variables ◽  
Moderating Effect ◽  
The Body ◽  
Equation Modeling ◽  
Loyalty Program ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
The Impact

Purpose This study aims to investigate the impact of the loyalty program members’ satisfaction toward the hotel loyalty program benefits and the customer management relationship initiatives of individual hotels on the brand relationship quality (BRQ), i.e. their relationship quality with the hotel brand, and its outcomes. The moderating impact of membership level on the hypothesized relationships was also investigated. Design/methodology/approach A usable sample of 920 active members of a hotel loyalty program was obtained. Structural equation modeling with partial least squares method was used to estimate the structural relationships and to investigate the moderating effect of membership level. Findings Employee’s customer orientation, membership communication and hotel stay-related benefits are determinants of the loyalty program members’ BRQ. BRQ is also confirmed as a higher-order construct of three latent variables which include trust, satisfaction and commitment. Moderating effects of the membership were partially supported in this study. The strongest effect of BRQ is on members’ word of mouth followed by shares of purchase. BRQ is found to have negative relationship with members’ willingness to serve as marketing resource, but the impact was small. Research limitations/implications This is a cross-sectional study with a population of active loyalty program members of only one luxury hotel group. The sample size of the top-tier members is also smaller in comparison to the other two groups. Practical implications This study contributes to the understanding of the antecedents and consequences of BRQ and the body of knowledge about loyalty program for hotel industry. Originality/value This is one of the few studies investigating the effectiveness of hotel loyalty programs from the active members’ perspective and the moderating effect of membership level on the relationships among BRQ, its antecedents and its outcomes.

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