scholarly journals Influence of Brand Image of a Sports Event on the Recommendation of Its Participants

2020 ◽  
Vol 12 (12) ◽  
pp. 5040
Author(s):  
Daniel Martínez Cevallos ◽  
Mario Alguacil ◽  
Ferran Calabuig Moreno
Keyword(s):  
Host Location ◽  
Brand Image ◽  
Marketing Strategies ◽  
Sporting Events ◽  
Brand Commitment ◽  
Sport Event ◽  
Future Behavior ◽  
Validated Questionnaire ◽  
Brand Congruence ◽  
Original Information

The aim of this research is to test the psychometric properties and relationships of a model where, from brand congruence of a sport event, trust and commitment to it can be generated, influencing future behavior of participants and resulting in a higher recommendation also called Word of Mouth (hereinafter WOM). A quantitative approach has been carried out by means of a validated questionnaire with Likert-type responses, and data were analyzed with the EQS 6.4 software. The findings indicated that the model is adequate, and also confirm that from congruence, we can explain, at a theoretical level, 45% of trust, and in the same way, from the congruence and trust, we can explain 67% of the commitment with the brand. Finally, it is confirmed that trust and brand commitment significantly influence WOM, predicting it up to 51%. These conclusions provide implications to managers, to guide their marketing strategies more effectively and to know what is important to achieve the desired behaviors, which will favor the sustainability of the event and the generation of positive impacts in the host location. This research also provides original information in a context such as sporting events where the study of brand image is practically non-existent.

scholarly journals PERANAN BRAND IMAGE DAN BRAND CREDIBILITY DALAM MENINGKATKAN LOYALTY INTENTION MELALUI BRAND COMMITMENT

2021 ◽  
Vol 11 (1) ◽  
pp. 94
Author(s):  
Keni Keni ◽  
Callista Callista
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Sampling Method ◽  
Brand Image ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Loyalty Intention ◽  
Brand Credibility ◽  
Convenience Sampling ◽  
Processing Techniques

The purpose of this research is to examine whether 1) brand image can predict loyalty intention 2) brand credibility can predict loyalty intention 3) brand credibility can predict brand commitment 4) brand commitment can predict loyalty intention 5) brand commitment mediates the effect of brand credibility on loyalty intention. Sample was selected using convenience sampling method amounted to 173 respondents. Data processing techniques using structural equation modeling what helped by Smart PLS 3.2.7 program. The result of this study shows that brand credibility, and brand commitment have significant effect to predict loyalty intention, but brand image doesn’t, brand credibility has significant effect to predict brand commitment, and brand commitment mediates the effect of brand credibility on loyalty intention. 

An Attendance Behavior Model At Sports Events: Comparison and Constrast of Two Models

2012 ◽  
Vol 21 (1-2) ◽  
pp. 21-42 ◽  
Author(s):  
Manuel Santos
Keyword(s):  
Consumer Satisfaction ◽  
Structural Equation ◽  
Point Of View ◽  
The Other ◽  
Behavior Model ◽  
Sporting Events ◽  
Sports Events ◽  
Future Behavior ◽  
Planned Behavior Theory ◽  
Expectation Disconfirmation

An Attendance Behavior Model At Sports Events: Comparison and Constrast of Two Models The purpose of this research is to improve our understanding of consumer behavior in the context of sporting events by means of the use of two models which are widely used in the marketing literature: one of them is based on the planned behavior theory, the other one is based on the expectation disconfirmation theory. Both models contribute to the research on satisfaction from a cognitive-affective point of view, integrating the study of emotions, motivations and consumer satisfaction. For the study a survey was undertaken at a stadium of a professional sporting entity. The contrast between the proposed hypotheses (n=205) was carried out using factor analysis (FA) and structural equation systems (SEM). The obtained results allow us both to recognize the discriminating and converging validity of the studied dimensions and to learn the important differences in the influence that each of them has on the intentions of future behavior.

scholarly journals PANDANGAN CITRA BRAND KOPI JANJI JIWA DI KALANGAN MAHASISWA

2020 ◽  
Vol 8 (1) ◽  
pp. 12
Author(s):  
Rayni Delya Hafni
Keyword(s):  
Brand Image ◽  
Coffee Consumption ◽  
Marketing Strategies ◽  
Brand Names ◽  
Public Attention ◽  
Differences Of Opinion ◽  
Psychological Influence ◽  
Coffee Shops ◽  
Depth Interviews

Increased coffee consumption continues to occur in Indonesian society, even Indonesia is referred to as the country with the highest level of consumption in the world. Coffee is not only enjoyed by several groups, but coffee can be enjoyed by all circles across generations and genders. Janji Jiwa is one of the coffee shops or brands in Indonesia. This shop has been opened since 2018 and is enough to attract public attention. Currently Janji Jiwa continues to develop its brands and coffee products to be better and be able to compete with supporters One of the concepts that are featured in the Janji Jiwa brand is the fresh-to-cup concept of using coffee from local Indonesian farmers. The purpose of this study is to study the public's view of the Kopi Janji Soul brand image and strategies that can be used to improve brand image among students today. This study uses qualitative methods with data collection techniques using in-depth interviews. The population in this study were students. From the research results, it shows that: (1) The quality of services provided by students, (2) Unique brand names are a special attraction for some people, (3) Strong marketing strategies and psychological influence, (4) social and psychological factors , (5) Differences of opinion regarding the taste of coffee. From the results of this research, Janji Jiwa can continue to use its marketing strategy but this brand must also continue to innovate in coffee products so that the product can also be promoted by all groups and enhance a positive brand image.

scholarly journals Investigating Brand Image Transfer in Sport Sponsorship Of a Participation Sport Event in Singapore

2020 ◽  
Vol 24 (2) ◽  
pp. 263-275
Author(s):  
Cheryl Chiu ◽  
Do Young Pyun
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Image Transfer ◽  
Sport Event ◽  
Sport Sponsorship ◽  
Brand Marketing ◽  
Sport Events ◽  
Corporate Sponsors

The interest from corporate sponsors in participation sport events in Singapore has increased. This study explores the applicability of the model for brand image transfer in a local participation sport event as to whether sponsor–event congruence, event emotions, and attitude still work as driving variables for brand image transfer. The data were collected from 224 event participants (aged from 16 to 40) at Surf n Sweat, which was Singapore's biggest beach running event. The questionnaire consisted of the items measuring sponsor–event congruence, event emotions, attitude towards the event, attitude towards the sponsor, and purchase intention. A structural equation modeling supports an adequate overall and internal fit of the model to the data. The path analysis shows that sponsor–event congruence significantly influenced positive event emotions (β = ;0.31), positive event emotions significantly influenced attitude towards the event (β = 0.73), event attitude significantly influenced attitude towards the sponsor (β = 0.33), and sponsor attitude significantly influenced purchase intention (β = 0.82). However, negative event emotion did not mediate the relationship between sponsor–event congruence and event attitude. The findings provide empirical evidence of consumer behavior in brand image transfer, thereby benefiting corporate sponsors looking to explore event sponsorship for their brand marketing in Singapore.

STRATEGI PEMASARAN UMKM

2018 ◽  
Vol 3 (2) ◽  
pp. 191-198
Author(s):  
Ahmad Tarmizi
Keyword(s):  
Economic Development ◽  
Driving Forces ◽  
Brand Image ◽  
Small And Medium Enterprises ◽  
Secondary Data ◽  
Marketing Strategies ◽  
Economic Activities ◽  
Technological Developments ◽  
Market Leader ◽  
Medium Enterprises

This article is a summary of several journals that were rereviewed about the Micro, Small and Medium Enterprises (MSMEs) Marketing Strategy. MSMEs are one of the leading driving forces in economic development and play a significant role in the economy. Economic players such as the owners of MSMEs now not only can produce a product, but also must adapt and implement technological developments into their economic activities. So that the marketing strategies of MSME owners become complex and numerous. The purpose of this study is to identify marketing strategies in the development of MSMEs. The data obtained is from the literature studies of existing journals as secondary data. The results obtained show that there are two strategies in the marketing of MSMEs which become priority strategies, namely: (1) The owner of MSMEs applies e-commerce to become a market leader, (2) The owners of MSMEs provide branding to emerge brand image of their products. Keywords: E-commerce, Brand Image, Strategi Pemasaran, UMKM

PENGARUH PERSEPSI KUALITAS DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPERCAYAAN PELANGGAN DAN KEPUASAN PELANGGAN SEBAGAI VARIABEL ANTARA

2019 ◽  
Vol 4 (2) ◽  
pp. 307-316
Author(s):  
Hanim Faizal ◽  
Siti Nurjanah
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Brand Image ◽  
Hypothesis Test ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Product Price ◽  
Marketing Activities ◽  
Place Promotion ◽  
Customer Trust

The objective of this research is to know the effect of perceived quality, brand image towards customer loyalty through customer trust and customer satisfaction as intervening variables. The research model is the quantitative approach through a survey of 170 Mazda customers across 17 Dealers in Java, Kalimantan & Sulawesi. The sampling method is purposive sampling. The hypothesis test result shows that there is significant effect between perceived quality and brand image towards customer trust. And there is significant effect between perceived quality and brand image towards customer satisfaction. There is no significant effect between perceived quality towards customer loyalty and there is no significant effect between customer trust towards customer loyalty. But there is significant effect between brand image towards customer loyalty and there is significant effect between customer satisfaction towards customer loyalty. Based on the result, the company need to do marketing strategies by using 6P’s (People, Payplan, Product, Price, Place, Promotion) in order to enhance the positive impression of perceived quality and build customer trust through marketing activities to make a customer loyal to use Mazda car in Indonesia. Keywords: perceived quality, brand image, customer trust, customer satisfaction, customer loyalty

Sign in / Sign up

Export Citation Format

Share Document