Analysis on the Causal Relationship among Relationship Marketing, Consumer Commitment, Brand Equity and Consumers' Post Purchasing Behavior

2020 ◽  
Vol 14 (4) ◽  
pp. 85-101
Author(s):  
Goo-Sun Kim ◽  
Keyword(s):  
Causal Relationship ◽  
Relationship Marketing ◽  
Brand Equity ◽  
Purchasing Behavior ◽  
Consumer Commitment

The influence of relationship marketing orientation on brand equity in banks

2015 ◽  
Vol 26 ◽  
pp. 14-22 ◽  
Author(s):  
Dhanushanthini Yoganathan ◽  
Charles Jebarajakirthy ◽  
Paramaporn Thaichon
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Marketing Orientation

The Effect of Advertising on Sales and Brand Equity in Small Sport Businesses

2021 ◽  
Vol 30 (3) ◽  
Author(s):  
Ted Hayduk ◽  
Matthew Walker
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Small Businesses ◽  
Resource Constraints ◽  
Dynamic Panel ◽  
Entrepreneurial Marketing ◽  
Marketing Activities ◽  
Meaningful Relationships ◽  
Meaningful Connections ◽  
Dynamic Panel Estimator

Work in relationship marketing (RM) has implied that most large sport properties fail to enact sport relationship marketing (SRM) tactics that establish meaningful connections with consumers. Work in entrepreneurial marketing (EM) suggests that small businesses must innovate to implement elements of EM due to inherent resource constraints. Therefore, exploring SRM in an entrepreneurial, innovation-dependent context like small sport businesses (SSBs) may help explain why large sport fi rms struggle with SRM. Therefore, we examined whether SSBs’ marketing activities are generative of RM-specific outcomes and attempted to identify when and how these relationships can be augmented. Results from a dynamic panel estimator carried out on a sample of 332 SSBs over a 22-year span indicate that SSBs accrue only some of the benefits to be expected in the presence of successful SRM, highlighting the need to understand why sport properties of all sizes struggle to build meaningful relationships.

Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing

1998 ◽  
Vol 62 (2) ◽  
pp. 60-76 ◽  
Author(s):  
Stephen S. Tax ◽  
Stephen W. Brown ◽  
Murali Chandrashekaran
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Service Failures ◽  
Customer Commitment ◽  
Complaint Handling ◽  
Customer Evaluations ◽  
Positive Experiences ◽  
Customer Trust ◽  
The Impact ◽  
Equity Perspective

Many companies consider investments in complaint handling as means of increasing customer commitment and building customer loyalty. Firms are not well informed, however, on how to deal successfully with service failures or the impact of complaint handling strategies. In this study, the authors find that a majority of complaining customers were dissatisfied with recent complaint handling experiences. Using justice theory, the authors also demonstrate that customers evaluate complaint incidents in terms of the outcomes they receive, the procedures used to arrive at the outcomes, and the nature of the interpersonal treatment during the process. In turn, the authors develop and test competing hypotheses regarding the interplay between satisfaction with complaint handling and prior experience in shaping customer trust and commitment. The results support a quasi “brand equity” perspective—whereas satisfaction with complaint handling has a direct impact on trust and commitment, prior positive experiences mitigate, to a limited extent, the effects of poor complaint handling. Implications for managers and scholars are discussed.

The Rise of Relationship Marketing with Social Media

2015 ◽  
pp. 196-213 ◽  
Author(s):  
Ana Margarida Barreto
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Brand Equity ◽  
Brand Image ◽  
Market Performance ◽  
Consumer Perspective ◽  
New Challenges

The mission and concern of the proposed chapter is to contribute to the improvement of market performance through marketing, specifically relationship marketing, by taking into consideration the brand perspective and the consumer perspective. In addition, the proposed chapter aims to describe how social media has brought big challenges to brands, especially the strong ones, with repercussions on their brand image and consequently their brand equity, and how relationship marketing can be the answer to these new challenges.

Absolut Vodka: The Spirit of a Brand

2017 ◽  
pp. 1-15
Author(s):  
Rajkumar Venkatesan ◽  
Randle D. Raggio ◽  
Katherine Noel
Keyword(s):  
Brand Equity ◽  
Product Line ◽  
Economic Downturn ◽  
Purchasing Behavior ◽  
Product Line Management ◽  
Line Management

This case is used in Darden's core Marketing course and in the Pricing elective. It would work well in course modules covering the topics of branding or product line management. A teaching note is available for instructors. Soon after Pernod Ricard acquires Absolut vodka and other brands, the economic downturn results in changes in purchasing behavior away from premium to standard products. Brand managers consider whether to introduce a “basic” Absolut, promote a lower-priced alternative, or rebrand other vodkas under the Absolut brand to trade on its considerable brand equity.

scholarly journals Marketing Factors That Affecting The Purchase Of Condominium In Bangkok Thailand

2021 ◽  
Vol 58 (1) ◽  
pp. 4434-4438
Author(s):  
Pensri Bangbon
Keyword(s):  
Brand Equity ◽  
Pearson Correlation ◽  
Statistical Significance ◽  
Computer Software ◽  
Quantitative Methodology ◽  
Purchasing Behavior ◽  
Significance Level ◽  
Factors Affecting ◽  
Development Methodology ◽  
High Level

The purposes of this research were to study; 1) Purchasing Behavior of Condominium 2) The importance level of factors affecting the purchasing of condominium in Bangkok Thailand.3) The affected purchased level of condominium in Bangkok Thailand. Research and development methodology by quantitative  methodology data were collected from used to purchase condominium in Bangkok via accidental sampling of 385 respondents of unknown exactly population. The research instrument were questionnaires. The data were then analyzed by computer software packages, statistic treatments were frequency, percentage, means, standard deviation, and ranking, Pearson Correlation, and Multiple Regression at statistical significance level of .05. The results of the research were as follows: 1) Overall and individual of customers purchased behavior of condominiums were of a high level, raked by mean respectively were:  Person influencing Purchasing condominium, Category of condominium  by price, and Purpose of purchasing behavior of condominiums.2) Overall and individual of  the importance level of the factors affected the purchased condominium in Bangkok were at of a high importance level, raked by mean respectively were : Condominium Location, Promotion, Price of condominium, Brand Equity, Condominium Sales (place), and  Condominium room (Product). 3) The marketing factors affected purchased condominium in Bangkok = was 0.898 condominium location, was 0.721 Promotion, was 0.691 Condominium room (Product), was 0.625 Price of condominium,  was 0.572 brand equity, was 0.412 condominium sales (place). (R square = 0.882)

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