Effect of KLPGA Championship Title Sponsorship Activities on Corporate Image, Brand Attitude, and Brand Loyalty

2020 ◽  
Vol 14 (4) ◽  
pp. 207-220
Author(s):  
Sun-Hee Kim ◽  
◽  
A-Ram Jung ◽  
Il-Han Seo
Keyword(s):  
Brand Loyalty ◽  
Brand Attitude ◽  
Corporate Image

scholarly journals THE CONSUMER BEHAVIOR TOWARD ONLINE TRAVELLING AGENCY (OTA): EVIDENCE FROM INDONESIA

2020 ◽  
Vol 7 (1) ◽  
pp. 20-29
Author(s):  
Hilarius Bambang Winarko ◽  
Asmaul Husna
Keyword(s):  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Brand Loyalty ◽  
Statistical Tests ◽  
Perceived Value ◽  
Corporate Image ◽  
Factors Affecting ◽  
Customer Expectation ◽  
Online Travel

Purpose of the study: This study aims to examine five proposed research models and understand the factors affecting customer expectation, service quality, perceived value, customer satisfaction, and brand loyalty in Online Travel Agent (OTA) companies. This study also evaluates the general feelings of the customers whether they feel satisfied or not with OTA products and/or services. Methodology: The research method of this study used a quantitative approach and analyzed the acquired data by using single and multiple linear regression techniques. The service quality, customer expectation, corporate image, perceived value, customer satisfaction, known as predictor variables that affect the dependent variable of brand loyalty. Main Findings: From the statistical tests conducted in this study, it reveals that only one out of all eleven hypotheses were not accepted. Surprisingly it reveals that the customers keep purchase hotel and/or flight tickets from online travel booking sites no matter its service quality. Customer satisfaction and corporate image were influenced more significantly rather than its service quality. Implication: This study evaluates all customers past purchasing behaviors of the hotel and/or flight tickets purchased through OTA, and the result was valid, thus it can be used to reflect on how Indonesian OTA’s products and services may improve the customer satisfaction through their marketing program in the future. Novelty/Originality of this study: There have been problems that might found in Indonesian OTAs that may lower its customer satisfaction level toward the traveling industry. However, there was only a limited number of OTA research studies conducted for the Indonesia market to understand its online consumer behavior. Therefore this study was conducted to explore the plausible factors that cause the problem.

scholarly journals Customer satisfaction low cost carrier: stimulus and its consequences

2018 ◽  
Vol 22 (1) ◽  
Author(s):  
Sri Vandayuli Riorini ◽  
Christina Catur Widayati
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Organizational Performance ◽  
Brand Loyalty ◽  
Low Cost ◽  
Corporate Image ◽  
Equation Modeling ◽  
Price Fairness ◽  
Airline Safety ◽  
Low Cost Carrier

Airline industries are currently faced with challenges to satisfy consumers in order to improve organizational performance. The purpose of this study is to analyze service quality, corporate image, price fairness, and airline safety as a stimulus of customer satisfaction and its impact on brand loyalty. Samples data of 350 Low Cost Carrier/LCC passengers in Indonesia were collected and purposive sampling technique was used to analyze the developed hypothesis. Further data is processed with Structural Equation Modeling technique. The results of the study found that the stimulus of customer satisfaction of LCC is service quality, corporate image, price fairness, and airline safety. Furthermore, customer satisfaction will provide consequences for airline brand loyalty. The study also found that corporate image is the strongest factor affecting customer satisfaction. For further research, it is suggested to add customer value as a stimulus of customer satisfaction.

Relationship among China’s country image, corporate image and brand image

2019 ◽  
Vol 2 (1) ◽  
pp. 34-49 ◽  
Author(s):  
Qingji Fan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Corporate Image ◽  
Country Image ◽  
Chinese Enterprises ◽  
Content Type ◽  
Four Dimensions ◽  
Theoretical Evidence ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

scholarly journals Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude

2019 ◽  
Vol 9 (2) ◽  
pp. 2084-2089
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Main Tool ◽  
Brand Attitude ◽  
Influential Factor ◽  
Conflict Handling ◽  
Marketing Variables ◽  
Brand Resonance ◽  
The Impact ◽  
The Relationship

Relationship Marketing has got its values strongly rooted in business and market place right from the year 1983. It is the core sphere of operation for all kinds of trade and no organization overlooks this concept. Holding this importance of Relationship Marketing as a core idea, the study aims at discerning the impact of Relationship Marketing Variables on Brand Resonance. Brand Resonance is yet another dominant state of psychological connect which every company would like to establish with the customers. The Relationship Marketing Variables Trust, conflict handling, empathy and Satisfaction are considered for the analysis. Brand Loyalty, Brand Community, Brand Engagement and Brand Attachment are the variables of Brand Resonance. Focusing on the relationship marketing variables that contributes towards high brand resonance would enable companies to contemplate on these profit enabling areas that eventually leads to a sustenance growth for the organization. Indian Shopping Websites has been given the prime importance in this study and data has been collected from 515 users of these websites. Multiple regression is employed as a main tool to examine the influential effect and for mediation analysis. The mediating effects of brand attitude over brand resonance is also examined in this study. Drifting from the traditional view of customer satisfaction influencing Brand Loyalty, this study has found Empathy as the most influential factor on Brand Resonance followed by Conflict handling and Trust. Brand Attitude strongly mediates the relationship between relationship marketing dimensions and Brand Resonance.

scholarly journals Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

2021 ◽  
Vol 13 (20) ◽  
pp. 11413
Author(s):  
Heather Markham Kim ◽  
Kisang Ryu
Keyword(s):  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Attitude ◽  
Social Self ◽  
Ideal Self ◽  
Brand Attachment ◽  
Self Image ◽  
Image Congruence ◽  
Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

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