scholarly journals The Effect of Brand Authenticity on Brand Image and Brand Royalty in Gochu-jang Industry: Focusing on the moderating effect of product involvement

2017 ◽  
Vol 42 (4) ◽  
pp. 297-316
Author(s):  
임현철 ◽  
배화순
Keyword(s):  
Brand Image ◽  
Moderating Effect ◽  
Product Involvement ◽  
Brand Authenticity

The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Byoungho Ellie Jin ◽  
Heesoon Yang ◽  
Naeun Lauren Kim
Keyword(s):  
National Culture ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Two Dimensions ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Country Image ◽  
Chinese Consumers ◽  
Content Type

PurposeBuilt on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

scholarly journals Pengaruh Brand Image, Product Involvement, dan Brand Engagement Terhadap Purchase Intention Teh Pucuk di Kota Jakarta

2020 ◽  
Vol 4 (1) ◽  
pp. 42
Author(s):  
Annisa Intan Ramadhan Dan Chairy
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Analysis Data ◽  
Research Data ◽  
Product Involvement ◽  
Brand Engagement ◽  
Analysis Technique ◽  
Questionnaire Method

This research aims to find out influence of Brand Image, Product Involvement, and Brand Engagement to Teh Pucuk’s Purchase Intention in Jakarta. Research conducted by distributing questionnaires to 272 respondents randomly. Analysis technique used is technique of quantitative analysis. Data of this research was taken from August until Dec 2018. The research data was analyzed by SmartPLS application. The results showed that Brand Image, Product Involvement, and Brand Engagement had significantly influence on Teh Pucuk’s Purchase Intention. The population in this study were people living in Jakarta, researchers took samples of 272 respondents using the questionnaire method. The sampling technique used is simple random sampling, where each element of the population has the same opportunity to be selected as a sample. Brand Engagement had influence Purchase Intention; Brand Image had influence Brand Engagement; Brand Image had influence Purchase Intention; Product Involvement had influence Brand Engagement; and Product Involvement had influence Purchase Intention. Also this research had indirect effect, that Brand Engagement had influence as mediator between Brand Image and Purchase Intention and Product Involvement and Purchase Intention.

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

scholarly journals PERAN KETERLIBATAN PRODUK DALAM MEMODERASI HUBUNGAN ANTARA KUALITAS LAYANAN DARING TERHADAP KEPUASAN DARING

2019 ◽  
pp. 288
Author(s):  
Miftahul Jannah ◽  
Sahid Susilo Nugroho ◽  
Indriyo Gitosudarmo
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Moderating Effect ◽  
Survey Method ◽  
Hierarchical Regression ◽  
Website Design ◽  
Product Involvement ◽  
Five Dimensions ◽  
Study Approach ◽  
The Relationship

Abstract: The Role of Product Involvement in Moderating the Relationship Between OnlineService Quality and Online Satisfaction. The moderating effect of product involvement on therelationship between e-service quality and e-satisfaction. This study is aimed to examine the effectof five dimensions of e-service quality: (1) website design, (2) reliability, (3) customer service,(4) security/privacy, and (5) after sales service, on e-satisfaction and e-loyalty. The study alsoanalyzed the moderating effects of product involvement on the relationship between e-servicequality and e-satisfaction. A quantitative study approach using survey method is adopted to reach228 respondents. The data is analyzed by simple, multiple , and hierarchical regression methods toexplore direct and moderating effect among intended variables. The study findings confirmed thatreliability, customer service, and after sales service have influenced e-satisfaction.Keywords: e-service quality; e-satisfaction; product involvement.

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