The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

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The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

10.20944/preprints202001.0384.v1 ◽

2020 ◽

Author(s):

Sujin Bae ◽

Timothy Hyungsoo Jung ◽

Natasha Moorhouse ◽

Minjeong Suh ◽

Ohbyung Kwon

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Sampling Method ◽

Mixed Reality ◽

Brand Awareness ◽

Factors Affecting ◽

Brand Association ◽

Experience Survey ◽

Visitor Attractions ◽

Equity Perspective

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.

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The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam

International Journal of Economics and Finance ◽

10.5539/ijef.v8n3p75 ◽

2016 ◽

Vol 8 (3) ◽

pp. 75 ◽

Cited By ~ 3

Author(s):

Tran Trung Vinh ◽

Le Van Huy

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Structural Equation ◽

Positive Influence ◽

Brand Awareness ◽

Equation Modeling ◽

Brand Preference ◽

Positive Effects ◽

Brand Association

This study is aimed at exploring the effects of components of brand equity on overall brand equity; and the effects of overall brand equity on brand preference and purchase intention in the motorbike market in Vietnam. Based on a sample of 309 consumers, structural equation modeling (SEM) is used to test hypotheses. The research reveals that: (1) perceived quality, brand association and brand loyalty have positive effects on overall brand equity, but brand awareness has no effect on overall brand equity; (2) overall brand equity has positive impacts on brand preference and purchase intention; and (3) brand preference has a positive influence on purchase intention. These findings have implications for marketers.

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Measuring Customer Based Brand Equity: A Case of Heineken from the Beer Market in Vietnam

Asian Social Science ◽

10.5539/ass.v13n3p177 ◽

2017 ◽

Vol 13 (3) ◽

pp. 177 ◽

Cited By ~ 1

Author(s):

Tran Trung Vinh

Keyword(s):

Structural Equation Modeling ◽

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Awareness ◽

Equation Modeling ◽

Direct Effects ◽

Brand Association ◽

Equity Model ◽

Structured Questionnaire

This study aims at examining the practicality of a customer-based brand equity model with a case of Heineken in the Vietnamese beer market. Based on a sample of 322 consumers by using a structured questionnaire, structural equation modeling (SEM) is applied to test hypotheses. The result reveals that perceived quality, brand awareness, brand association and brand loyalty have positive and direct effects on overall brand equity. These findings have implications for marketers.

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Influences of the spokes-character on brand equity antecedents

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-02-2013-0030 ◽

2014 ◽

Vol 26 (3) ◽

pp. 494-515 ◽

Cited By ~ 7

Author(s):

En-Chi Chang

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Secondary Association ◽

Content Type ◽

Brand Association ◽

Asian Market

Purpose – To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the discussion about spokes-characters’ functions in marketing and branding, particularly in the Asian market. Design/methodology/approach – Data were collected through a survey among university students in Taiwan. The survey questionnaire was based on the literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using structural equation modeling. Findings – The results in this study show that the spokes-character perception is properly reflected by likability, relevance and expertise and likability is the most salient attribute. The spokes-character perception influences brand awareness/association and perceived quality, which in turn influence brand loyalty. Research limitations/implications – This study suggests that likability, relevance and expertise are proper constructs connoting the spokes-character perception and verifies the influence of the spokes-character, as a source of secondary association, on brand equity antecedents, i.e. brand awareness/association, perceived quality and brand loyalty. This study also finds that the spokes-character serves as a cue of perceived quality. Practical implications – The suggested scale provides marketers with an instrument for measuring consumers’ perception of a potential spokes-character. Besides, when the advertiser or the marketer designs a spokes-character, the character should not only be likable, but also be relevant and show expertise relating to the endorsed brand. Originality/value – This study hopes to encourage more discussions about the utilization of the spokes-character in the Asian market because the discussion about how the spokes-character works in this market is still scant. This study also provides empirical evidence for the influence of a secondary association, i.e. the spokes-character, on brand equity antecedents.

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MEASURING BRAND EQUITY: THE PERSPECTIVE OF STARBUCKS’ CUSTOMERS

Jurnal Aplikasi Manajemen ◽

10.21776/ub.jam.2020.018.04.20 ◽

2020 ◽

Vol 18 (4) ◽

pp. 825-833

Author(s):

Astrid Puspaningrum ◽

Keyword(s):

Structural Equation Modeling ◽

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Management Team ◽

Brand Awareness ◽

Equation Modeling ◽

Brand Trust ◽

Brand Association

This study aims to analyze brand loyalty in mediating the effect of brand association and brand awareness on brand equity. The population of this study is customers of Starbucks Coffee in Malang City, with a sample of 160 respondents. The data was analyzed using Structural Equation Modeling. The results showed that brand association and brand awareness influenced brand equity, and brand loyalty was able to mediate the effect of brand awareness and brand association on brand equity. To increase brand loyalty, which in turn leads to brand equity, the management team of Starbucks Coffee has to provide a strategy in building brand awareness and brand association. Future researchers can develop this study by adding more variables, for example, is brand trust.

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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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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand

HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION ◽

10.46223/hcmcoujs.econ.en.10.1.217.2020 ◽

2020 ◽

Vol 10 (1) ◽

Author(s):

Tran Tien Khoa ◽

Nguyen Van Phuong ◽

Trinh Vu Anh Thi ◽

Nguyen Thi Minh Nguyet ◽

Tran Van Dien ◽

...

Keyword(s):

Brand Equity ◽

Structural Equation ◽

Brand Names ◽

Brand Awareness ◽

Equation Modeling ◽

Agricultural Product ◽

Consumer Responses ◽

Brand Association ◽

Marketing Activities ◽

The Government

This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to other competitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. The results support the assumption that brand equity has a positive relationship with consumer responses. The findings shed light on the current issues of the market for dragon fruits, which enables us to provide some suggestions for the Government to facilitate farmers and traders in building brand names, marketers for doing marketing activities, and students to know about brand equity of agricultural product such as dragon fruits.

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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

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.

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The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta

Independent Journal of Management & Production ◽

10.14807/ijmp.v11i1.981 ◽

2020 ◽

Vol 11 (1) ◽

pp. 039

Author(s):

Etty Susilowati ◽

Agatha Novita Sari

Keyword(s):

Brand Loyalty ◽

Fast Food ◽

Structural Equation ◽

Perceived Quality ◽

Partial Least Square ◽

Least Square ◽

Brand Awareness ◽

Equation Modeling ◽

Brand Association ◽

Purchasing Intention

This study investigates the relationship between brand awareness, brand association, perceived quality, brand loyalty and brand purchasing intention. A total of 99 students from Budi Luhur University was used as respondents in this study based on the convenience sampling method. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0 software. The analysis specifies that there is a significant positive relationship among brand awareness, brand association and perceived quality towards brand loyalty and brand purchasing intention. However, there is not a significant relationship between brand loyalty and brand purchasing intention. It indicates that consumers who are satisfied with Richeese Factory products and services do not always end up making purchases. The ability of managers to understand the factors which shape consumer brand behavior is required to develop and to maintain their brand position in high competitive fast food brand competition.

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