scholarly journals CONSUMERS’ ATTITUDES TOWARD PROMOTION IN SHAPING VINAMILK BRAND EQUITY IN CAN THO CITY

2019 ◽  
Vol 1 (26) ◽  
pp. 8-15
Author(s):  
Kiet Tuan Phan ◽  
Tu Anh Phan
Keyword(s):  
Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Bootstrap Method ◽  
Descriptive Analysis ◽  
Equation Modeling ◽  
Strong Impact ◽  
Sales Promotions ◽  
Attitudes Toward Advertising ◽  
Can Tho City

The study aims at evaluating consumers’ attitudes toward promotion in shaping Vinamilk brand equity in Can Tho City. The research was conducted through a survey of 296  customers at four districts in Can Tho City. In this study, the descriptive analysis method, Cronbach’s Alpha, Exploratory Factor Analysis and  Confirmatory Factor Analysis were used. Hypotheses and models were tested by Structural Equation Modeling (SEM) and Bootstrap method with the repeated samples of 1000. The research results showed that attitudes toward advertising and sales promotions have the impacts on the dimensions of brand equity. In which, the attitude toward sales promotions has the strongest impact on perceived quality, while the attitude toward advertising has the strong impact on brand awareness. In addition, the research also showed that the dimensions of brand equity have impact on the overall brand equity. Based on the studying results, implications for managers were proposed in order to enhance the effectiveness of promotion activities on Vinamilk brand equity.

scholarly journals Examining the ParticipACTION brand using the brand equity pyramid

2018 ◽  
Vol 8 (4) ◽  
pp. 378-396 ◽  
Author(s):  
Alexander Lithopoulos ◽  
Peter A. Dacin ◽  
Tanya R. Berry ◽  
Guy Faulkner ◽  
Norm O’Reilly ◽  
...  
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Exploratory Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Equation Modeling ◽  
Content Type ◽  
Activity Promotion ◽  
Confirmatory Factor

Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model. Findings A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables. Practical implications Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own. Originality/value This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.

How does greenwashing affect green branding equity and purchase intention? An empirical research

2018 ◽  
Vol 36 (7) ◽  
pp. 809-824 ◽  
Author(s):  
Ulun Akturan
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Survey Method ◽  
Strong Impact ◽  
Brand Associations ◽  
Content Type ◽  
Brand Credibility ◽  
The Relationship

Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention. Research limitations/implications Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies. Practical implications Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands. Originality/value There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.

scholarly journals Consumer adoption of online food shopping in China

2018 ◽  
Vol 120 (12) ◽  
pp. 2868-2884 ◽  
Author(s):  
Ou Wang ◽  
Simon Somogyi
Keyword(s):  
Factor Analysis ◽  
Structural Equation ◽  
Descriptive Analysis ◽  
Innovation Adoption ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Content Type ◽  
Online Purchase ◽  
Food Shopping

Purpose The purpose of this paper is to explore the impacts of innovation-adoption characteristics on Chinese consumers’ adoption of online food shopping. It also examines consumers’ online purchase preferences for specific food categories and the consumer segments shopping for food online in China. Design/methodology/approach The data were collected through a web-based survey (n=643, in three cities: Beijing, Guangzhou and Chongqing). Descriptive analysis, cluster analysis, factor analysis and structural equation modeling were employed for data analysis. Findings Participants had strong online purchase intentions toward snack and imported food, while they had weak online purchase intentions toward fresh food products such as meat, eggs, vegetables, fish and seafood. Two consumer segments were found: online-food-conservative (42 percent) and online-food-pioneer (58 percent). Factor analysis resulted in an adjusted factorial structure of the innovation-adoption characteristics, which was considered more appropriate within the context of Chinese consumers when shopping for food online. Path analysis found that Chinese consumers’ attitudes and/or purchase intentions were positively linked to their perceived incentives and negatively associated with their perceived complexity for online food shopping. Originality/value This is the first study to explore consumer segments, consumption psychology (innovation-adoption characteristics) and product preferences related to online food shopping with a sample from China, the largest e-commerce country. The findings can help food producers and marketers to better understand Chinese consumers’ online food shopping behaviors in order to meet the needs of consumers and have further success in this major market.

scholarly journals Consequences of bullying on university students in Bangladesh

Management ◽  
2021 ◽  
Vol 25 (1) ◽  
pp. 186-208
Author(s):  
Mostafizur Rahman ◽  
Monjurul Hasan ◽  
Alamgir Hossain ◽  
Zahangir Kabir
Keyword(s):  
Factor Analysis ◽  
Family Involvement ◽  
Structural Equation ◽  
Descriptive Analysis ◽  
National Level ◽  
Equation Modeling ◽  
University Administration ◽  
Speaking Up ◽  
The Government ◽  
The University

Summary Bullying at university is a pervasive phenomenon that has negative outcomes on the psychological and actual wellbeing of students, their success and achievement. The examination expected to research the consequences of bullying on university level students. A self-administrated survey was planned by the exploration goals and theories. The sample size consists of 380 students randomly selected from different faculties of a public university in Bangladesh. The questionnaire was coded and analyzed using SPSS-AMOS-24 and descriptive analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for data analysis. The results of the study indicated that bullying exists at the university and affects student’s academic achievement and success, either by victims or the bullies. The bullied students resolved unpleasant situations using active or passive responses. This study discovers the causes and consequences of students bullying and gives suggestions to the students, university administration and parents of students on how to solve this problem. The study also helps prevent bullying by educating student about their rights, providing students with confidential way to report bullying, encouraging bystanders by to take immediate actions, such as speaking up and reporting the incident and emphasizing the importance of family involvement. This study has recommended that teachers and the university administration need to take different measures to reduce bullying. Teachers may coordinate with and talk to the bully’s students. Teachers, university administration, and NGOs can seta few projects for menaces to alleviate the university bullying. Moreover, the government should take legal action to prevent bullying. Therefore, the desirable application of the results of this research reality makesa valuable contribution to development at the national level.

scholarly journals Direct and indirect impact of aesthetics on intention to buy smartphones

2020 ◽  
Vol 11 (7) ◽  
pp. 2685-2708
Author(s):  
Phuong Viet Le-Hoang
Keyword(s):  
Factor Analysis ◽  
Structural Equation ◽  
Perceived Value ◽  
Equation Modeling ◽  
Strong Impact ◽  
Group Discussions ◽  
Intention To Purchase ◽  
Functional Value ◽  
Indirect Impact ◽  
Emotional Value

This study aims to measure the direct and indirect impact of aesthetics on consumers' intention to buy smartphones through perceived value in the context of research in Vietnam. The research data conducted through three surveys: The first one is expert survey and group discussions to explore and adjust the scales. The second one is that the authors conducted a pilot study with 100 customers in Ho Chi Minh City to evaluate the reliability of scales, the last one is that the authors survey directly 200 customers and send 100 online surveys. And 275 valid observations with Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM) were conducted to find a direct and indirect impact on the intention to buy smartphones. The main results show that aesthetic has a direct and indirect impact on the intention to buy smartphones. The strongest influence is the indirect impact of aesthetics on the intention to purchase through social value; the second strong impact is the direct impact of aesthetics on the intention to buy, the two weakest indirect effects is through functional value and emotional value respectively. Based on the research results, the product developer can adjust the properties of aesthetics, and at the same time looking the ways to increase the perceived value of customers; thereby increasing revenue in selling smartphones.

B2B brand equity: investigating the effects of human capital and relational trust

2019 ◽  
Vol 34 (1) ◽  
pp. 1-11 ◽  
Author(s):  
Galina Biedenbach ◽  
Peter Hultén ◽  
Veronika Tarnovskaya
Keyword(s):  
Human Capital ◽  
Brand Equity ◽  
Structural Equation ◽  
Service Providers ◽  
Positive Impact ◽  
Relational Trust ◽  
Equation Modeling ◽  
Strong Impact ◽  
Content Type ◽  
Positive Effects

PurposeThe purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.Design/methodology/approachData collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.FindingsThe results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.Practical implicationsThe study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.Originality/valueThe study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.

Celebrity Worship Among University Students in Malaysia

2011 ◽  
Vol 16 (4) ◽  
pp. 334-342 ◽  
Author(s):  
Viren Swami ◽  
Tomas Chamorro-Premuzic ◽  
Khairul Mastor ◽  
Fatin Hazwani Siran ◽  
Mohammad Mohsein Mohammad Said ◽  
...  
Keyword(s):  
Factor Analysis ◽  
Structural Equation Modeling ◽  
Structural Equation ◽  
Attitude Scale ◽  
Equation Modeling ◽  
Future Research ◽  
The West ◽  
Factor Solution ◽  
Movie Stars ◽  
Three Factor

The present study examined conceptual issues surrounding celebrity worship in a Malay-speaking population. In total, 512 Malay and 269 Chinese participants from Malaysia indicated who their favorite celebrity was and completed the Celebrity Attitude Scale (CAS) as well as a range of demographic items. Results showed that the majority of Malay and Chinese participants selected pop stars and movie stars as their favourite celebrities, mirroring findings in Western settings. In addition, exploratory factor analysis revealed a three-factor solution of the CAS that was consistent with previous studies conducted in the West. Structural equation modeling further revealed that participant’s age was negatively associated with celebrity worship and that self-rated attractiveness was positively associated with celebrity worship. Overall, the present results suggest that celebrity worship in Malaysia may be driven by market and media forces, and future research may well be guided by use of the CAS.

A Comparison of Reliability Estimation Based on Confirmatory Factor Analysis and Exploratory Structural Equation Models

2021 ◽  
pp. 001316442110089
Author(s):  
Yuanshu Fu ◽  
Zhonglin Wen ◽  
Yang Wang
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Structural Equation ◽  
Reliability Estimation ◽  
Model Fit ◽  
Equation Modeling ◽  
Factor Loadings ◽  
Reliability Estimates ◽  
Confirmatory Factor ◽  
Composite Reliability

Composite reliability, or coefficient omega, can be estimated using structural equation modeling. Composite reliability is usually estimated under the basic independent clusters model of confirmatory factor analysis (ICM-CFA). However, due to the existence of cross-loadings, the model fit of the exploratory structural equation model (ESEM) is often found to be substantially better than that of ICM-CFA. The present study first illustrated the method used to estimate composite reliability under ESEM and then compared the difference between ESEM and ICM-CFA in terms of composite reliability estimation under various indicators per factor, target factor loadings, cross-loadings, and sample sizes. The results showed no apparent difference in using ESEM or ICM-CFA for estimating composite reliability, and the rotation type did not affect the composite reliability estimates generated by ESEM. An empirical example was given as further proof of the results of the simulation studies. Based on the present study, we suggest that if the model fit of ESEM (regardless of the utilized rotation criteria) is acceptable but that of ICM-CFA is not, the composite reliability estimates based on the above two models should be similar. If the target factor loadings are relatively small, researchers should increase the number of indicators per factor or increase the sample size.

scholarly journals Development and Validation of Learning Style Scale for E-Learners

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110223
Author(s):  
Nabia Luqman Siddiquei ◽  
Ruhi Khalid
Keyword(s):  
Factor Analysis ◽  
Learning Styles ◽  
Psychometric Properties ◽  
Learning Style ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Modeling ◽  
Scale Scores ◽  
Significant Addition ◽  
Development And Validation

The present study aimed to develop an indigenous measure of learning styles for e-learners in Pakistan and to establish its psychometric properties. The objectives of the study were attained via three studies. First, the items for the development of the Learning Style Scale for e-Learners (e-LSS) were generated empirically based on a 5-point Likert-type scale. In Study I, the internal consistency and dimensionality of the measure were determined by sampling 360 e-learners aged from 20 to 40 years through a convenient sampling technique, whereas other demographic characteristics were kept in close consideration. For this purpose, exploratory factor analysis was utilized. In Study II of scale development, the factor structure that emerged in Study I was confirmed via confirmatory factor analysis using structural equation modeling. In Study III, the convergent and divergent validities of the newly constructed scale were established by correlating scores with preestablished scale scores that assess the similar construct (i.e., LSS) and with scores on the discriminant construct (i.e., Solving Problems Survey). The sample for this study consisted of 80 e-learners aged from 20 to 40 years. A total of 29 items were confirmed in the final scale with 8 distinctive factors (namely, visual, auditory, kinesthetic, global, analytical, individual, collaborative, and technological type) with sound psychometric properties. To conclude, the newly constructed scale was a significant addition to assess learning styles particularly of e-learners in the context of Pakistan.

scholarly journals Mental Health of Refugees and Migrants during the COVID-19 Pandemic: The Role of Experienced Discrimination and Daily Stressors

2021 ◽  
Vol 18 (12) ◽  
pp. 6354
Author(s):  
Eva Spiritus-Beerden ◽  
An Verelst ◽  
Ines Devlieger ◽  
Nina Langer Primdahl ◽  
Fábio Botelho Guedes ◽  
...  
Keyword(s):  
Mental Health ◽  
Structural Equation ◽  
Descriptive Analysis ◽  
Health Impact ◽  
Equation Modeling ◽  
Daily Stressors ◽  
Health Crisis ◽  
The Impact ◽  
Migrant Groups

The COVID-19 pandemic is a defining global health crisis of our time. While the impact of COVID-19, including its mental health impact, is increasingly being documented, there remain important gaps regarding the specific consequences of the pandemic on particular population groups, including refugees and migrants. This study aims to uncover the impact of the COVID-19 pandemic on the mental health of refugees and migrants worldwide, disentangling the possible role of social and daily stressors, i.e., experiences of discrimination and daily living conditions. Descriptive analysis and structural equation modeling were used to analyze the responses of N = 20,742 refugees and migrants on the self-reporting global ApartTogether survey. Survey findings indicated that the mental health of refugees and migrants during the COVID-19 pandemic was significantly impacted, particularly for certain subgroups, (i.e., insecure housing situation and residence status, older respondents, and females) who reported experiencing higher levels of increased discrimination and increases in daily life stressors. There is a need to recognize the detrimental mental health impact of the COVID-19 pandemic on particular refugee and migrant groups and to develop interventions that target their unique needs.

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