scholarly journals An Evaluation of the Effects of Brand Equity on Consumer Willingness to Pay Price Premium

2018 ◽  
Vol 2 (1) ◽  
pp. 64-72
Author(s):  
Suleiman Garba Aminu ◽  
Norzieiriani Ahmad
Keyword(s):  
Willingness To Pay ◽  
Causal Relationship ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Product Category ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Price Premium

The purpose of this study is to evaluate the outcome of brand equity on consumer responses by specifically investigating the effects of the overall brand equity on consumer willingness to pay premium price. The paper also empirically investigated the causal relationship among brand awareness, brand association, perceived quality, and brand loyalty as antecedents of brand equity. Using the automobile product category in Malaysia as stimuli, cross-sectional survey data were collected and analyzed using partial least square structural equation modeling technique. Result showed that brand equity plays a significant role in firms by creating and developing additional value to organizations and their products. A causal relationship among the antecedents of brand equity was also established. Among the antecedents of brand equity, brand loyalty was found to be the dominant driver of overall brand equity. Moreover, the effect of brand equity on consumers’ willingness to pay price premium was substantiated and found to be positive. The limitation of the paper is that the study used a single high involving product category. Future studies should use product categories with short consumption length and high purchase frequency. Findings of this study provide more insight to managers on how to manage brand equity. Outcomes of brand equity can be used to measure the performance of brand in the market. The study also provides additional clarification to the existing literature on the need for managers to develop a post-brand equity marketing strategy in order to achieve sustainable competitive advantage.

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

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.

Do Green Attributes of Destination Matter? The Affect on Green Trust and Destination Brand Equity

2021 ◽  
Author(s):  
Garima Malik ◽  
Kishore Kumar Gangwani ◽  
Amandepp Kaur
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Tourism Industry ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Green Tourism ◽  
Green Trust ◽  
Destination Brand ◽  
The Impact

Tourism industry is a part of an important sector that contributes to the economic development of any country in an effective way such that the tourism stakeholders are taking efforts to develop sustainable tourism practices in order to preserve the future generation needs and hold their perception towards environment. Extant research on environmental sustainable practices has treated ‘Green’ tourism as local environmental awareness and conservative activities, failing to identify the differences in the way tourist choose destination based on green attributes and how these attributes affects the destination marketing. This study addresses this gap by exploring the relationship among attributes of green tourism and green trust and their impact on destination brand equity. Moreover, an important variable, green washing, is used to measure the moderation effects in the relationships proposed. Analysis was based on a sample of 739 Indian tourists having visited three eco-friendly destinations. Partial least square structural equation modeling (PLS-SEM) technique exhibited the impact of green service attributes (green service delivery and green service support except green service policy) on green trust with significant moderation interaction effects from green washing and finally the consequent affect on destination brand equity.

scholarly journals PENGARUH KUALITAS LAYANAN DAN KEPUASAN PELANGGAN PADA LOYALITAS PELANGGAN DI RESTORAN PIZZA E-BIRRA

2020 ◽  
Vol 1 (1) ◽  
pp. 11
Author(s):  
Cynthia Anna Wijayanti
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Sampling Technique ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Purposive Sampling ◽  
Physical Evidence

The purpose of this research is to examine the influence and relationship of Service Quality, Brand Loyalty and Customer’s Satisfaction as an intervening variable. The subject of the research is Indonesian-based local restaurant Pizza E-Birra under the management of Ismaya Group. The research is based on quantitative research with non-probability purposive sampling as the sampling technique and the data will be analysed using SEM Structural Equation Model with Smart PLS 3.0 as analysis tool.The research is using 5 dimensions of Service Quality, which are Physical Evidence (Tangible), Empathy, Reliability, Responsiveness and Assurance as the independent variable and its impact toward Brand Loyalty as dependent variable and also measuring the Customer Satisfaction as an intervening variable. The result show that all the hypotheses are accepted and some managerial implications needs to be done for management of Pizza E-Birra to improve their Service Quality which leads to their customer satisfaction overall for the dining experience hence will increase the level of brand loyalty among its patronage in the future ultimately. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Kualitas Layanan (Service Quality) yang mempengaruhi Loyalitas Merek (Brand Loyalty) secara langsung dan pengaruhnya jika dimediasi oleh Kepuasan Pelanggan (Customer’s Satisfaction). Subyek penelitian ini adalah restoran lokal Indonesia Pizza E-Birra dibawah kepemilikan manajemen grup Ismaya. Penelitian kuantitatif ini menggunakan teknik pengambilan sampel Non-Probability Purposive Sampling dan data kuesioner akan dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan program SmartPls.. Penelitian ini menggunakan 5 dimensi dari Kualitas Layanan (Service Quality) yaitu : Physical Evidence (Tangible), Empathy, Reliability, Responsiveness dan Assurance, serta faktor Kepuasan Pelanggan (Customer’s Satisfaction) sebagai variabel mediasi, semuanya akan diteliti secara simultan untuk membuktikan ada atau tidaknya pengaruh variabel bebas dan mediasi tersebut  dalam mempengaruhi Loyalitas Merek (Brand Loyalty) pada restoran Pizza E Birra. Hasil menunjukkan bahwa ketiga hipotesa yang diajukan didukung, artinya Kualitas Layanan berpengaruh positif terhadap Loyalitas Merek, Kualitas layanan berpengaruh positif terhadap kepuasan dan yang terakhir Kualitas layanan berpengaruh pada loyalitas merek dengan mediasi kepuasan, dengan beberapa masukan kepada management Pizza E-Birra , untuk lebih memperbaiki tingkat kualitas layanan, yang berdampak pada kepuasan pelanggan yang akhirnya akan mempengaruhi tingkat loyalitas merek atas restoran Pizza E-Birra.

scholarly journals Analisis Pengaruh Komunikasi E-Wom terhadap Brand Equity dan Purchase Intention pada Luxury Fashion Item E-Commerce Banananina Di Media Sosial Instagram

2021 ◽  
Vol 6 (7) ◽  
pp. 3244
Author(s):  
Hanako Fatimah Pertiwi ◽  
Effy Zalfiana Rusfian
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
User Generated Content ◽  
Equation Modeling

Maraknya pertumbuhan e-commerce dan pengguna media sosial di Indonesia telah menggeser penjualan barang fashion dari offline ke online. Perilaku konsumen masyarakat Asia termasuk Indonesia kini meminati barang mewah dengan membeli secara online. Dahulu, strategi pemasaran hanya dititik beratkan pada konten yang dibuat perusahaan saja, namun sekarang komunikasi media sosial pemasaran dapat dibuat melalui e-WOM yang dibentuk baik oleh perusahaan maupun oleh pengguna dengan cara membagikan konten di Instagram untuk menciptakan ekuitas merek dan minat beli konsumen. Banananina merupakan e-commerce asal Indonesia yang memanfaatkan Instagram sebagai media untuk memasarkan produknya. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi media sosial Instagram, baik dengan konten yang dibuat oleh pengguna Instagram maupun konten Instagram yang dibuat perusahaan Banananina yang membentuk e-WOM terhadap minat beli konsumen pada produk Banananina. Data hasil penelitian diolah dengan analisis Structural Equation Modeling (SEM) dengan menggunakan analisis Partial Least Square (PLS). Hasil yang ditemukan pada penelitian ini adalah bahwa user-generated content dan firm-generated content memiliki pengaruh signifikan terhadap e-WOM. E-WOM juga secara signifikan memengaruhi minat beli dan ekuitas merek serta E-WOM yang dimediasi oleh ekuitas merek memiliki pengaruh signifikan terhadap minat beli konsumen pada merek Banananina di media sosial Instagram.

scholarly journals Assessing the Causal Relationship of Service Quality and Corporate Image on Student Satisfaction and Loyalty among the Technical Universities Students

2020 ◽  
Vol 9 (3) ◽  
pp. 2417-2421
Keyword(s):  
Service Quality ◽  
Student Satisfaction ◽  
Causal Relationship ◽  
Structural Equation ◽  
Corporate Image ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Student Loyalty ◽  
Relationship Of

Past studies in various areas indicated that customer loyalty is very critical. For technical universities, student loyalty is crucial in this intense competitiveness market. The main purpose of this research is to investigate the causal relationship of service quality, corporate image and student’s satisfaction towards student loyalty. Scope of this research is technical universities in Malaysia. This research involved quantitative approach whereby survey questionnaires were used as instrument for data collection. 398 of returned questionnaires has been analyzed by using Partial Least Square (PLS)-Structural Equation Modeling (SEM). All exogenous constructs empirically found to have causal relationships with student loyalty. This study proved that student loyalty is influenced by service quality, corporate image of universities and student satisfaction.

scholarly journals The effect of brand experience, service quality and perceived value on brand loyalty study (Case Study: National Bank of Birjand city)

2015 ◽  
Vol 16 (SE) ◽  
pp. 387-394
Author(s):  
Mahdi Mahmoodzadeh ◽  
Mahdi Mahmoodzadeh
Keyword(s):  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Value ◽  
Simple Random Sampling ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Brand Experience ◽  
National Bank

In the era of knowledge-based economy, the value-creating activities of the organization ??are not only based on their tangible assets, but the organization's ability to use the intangible assets, will form the main power of their value creating. The aim of this study is to identify the effect of brand experience, service quality and perceived value on loyalty to the brand in the National Bank of Birjand city. Hypothesized relations between the dimensions of brand marketing experience, service quality and perceived value of loyalty, with data that were selected through structured questionnaires from 254 in person clients of National Bank of Birjand by simple random sampling, were collected and analyzed. Research methodology in this study, from the nature dimension is applied and in terms of methodology is descriptive - survey. For the questionnaire validity, content validity was used and for the reliability, the Cronbach's alpha that the results of which were calculated 0.97 for the questionnaire was used and for data analysis, the structural equation modeling method with the partial least square approach of Smart PLS software has been used. The results of the analysis showed that there is a relation between brand experience marketing dimension and perceived value with brand loyalty directly and indirectly (through a mediator variable), however, a direct relationship between the quality of service and loyalty is not confirmed, but through mediator variables, the consent of the brand and trust to the brand the relation was confirmed.

scholarly journals Do Brand Image and Brand Trust Mediate the Effect of Service Quality on Brand Loyalty? Lessons from Higher Education Sector

2021 ◽  
Vol 3 (2) ◽  
pp. 302-315
Author(s):  
Milcha Handayani Tammubua
Keyword(s):  
Higher Education ◽  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Education Sector ◽  
Least Square ◽  
Equation Modeling ◽  
Brand Trust

This study analyzes the relationship between service quality on brand image, brand trust, and brand loyalty in the higher education sector. This study used a 4-point Likert scale questionnaire to collect the data from 185 students at the Distance Learning Program Unit Universitas Terbuka Jayapura registered in 2014-2018. It also employed the Structural Equation Modeling Partial Least Square (SEM-PLS) method to analyze the data with the help of SmartPLS 3 software. The results showed that service quality positively and significantly affected the brand image, brand trust, and brand loyalty. Brand trust has a positive and significant effect on brand loyalty, while the brand image has no significant effect on brand loyalty.  

Brand loyalty and brand equity for the Werdhi Sedana People's Credit Bank regional company, Gianyar Regency

2020 ◽  
Vol 6 (Extra-B) ◽  
pp. 239-255
Author(s):  
Dewa Ayu Dwilis Ringsing Brahmanda ◽  
Anak Agung Putu Agung ◽  
Anik Yuesti ◽  
I Gusti Agung Eka Teja Kusuma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Sampling Method ◽  
Brand Image ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Trust ◽  
Research Population

This study aims to examine and analyze the variables brand image, brand trust, brand loyalty and brand equity. This research was conducted at the Werdhi Sedana People's Credit Bank Regional Company, Gianyar Regency. The research population was all customers of the Werdhi Sedana People's Credit Bank Regional Company Savings and Deposits, Gianyar Regency, totaling 14,862 customers, the sample used was 99 customers with the proportionate sampling method. All data obtained from distributing questionnaires is suitable for use, then analyzed using a structural equation model based on analysis of variance known as Partial Least Square (PLS). The results showed that brand image has a negative and insignificant effect on brand loyalty.    

scholarly journals Pengaruh Pengalaman Merek terhadap Loyalitas Merek pada Konsumen Maskapai Garuda Indonesia

2021 ◽  
Vol 33 (1) ◽  
Author(s):  
Farah Putri Wenang Lusianingrum ◽  
Arif Fakhrudin ◽  
Dhiani Dyahjatmayanti
Keyword(s):  
Structural Equation Modeling ◽  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Brand Experience ◽  
Analysis Tool ◽  
Purposive Sampling

AbstrakPasar penerbangan di Indonesia semakin kompetitif dengan semakin banyaknya maskapai penerbangan komersial yang beroperasi. Bagi konsumen, hal ini menjadi keuntungan karena pilihan maskapai penerbangan yang semakin bervariasi. Sementara bagi maskapai penerbangan, kondisi ini menuntut perusahaaan untuk mampu memberikan pengalaman dan pelayanan yang lebih baik guna menjaga loyalitas konsumen agar dapat menguasai pasar. Perusahaan maskapai penerbangan seperti Garuda Indonesia perlu mempertimbangkan pengalaman merek yang dirasakan untuk mempertahankan pelanggannya. Penelitian ini bertujuan untuk menguji pengaruh langsung pengalaman merek terhadap loyalitas merek dan kualitas pelayanan sebagai pemoderasi untuk menyelesaikan masalah perbedaan hasil studi empiris. Metode penelitian yang digunakan adalah kuantitatif. Penentuan sampel penelitian menggunakan metode purposive sampling. Kuesioner dibagikan secara daring kepada responden penelitian dan ada 200 responden yang memberikan jawaban secara lengkap. Alat analisis berupa Structural Equation Modeling Warp Partial Least Square 6.0 (SEM Warp PLS) dipilih untuk menguji model pengukuran (validitas dan reliabilitas) dan model struktural (pengujian hipotesis). Hasil studi menunjukkan bahwa pengalaman merek dapat mendorong peningkatan loyalitas merek sebesar 19%. Selain itu, kualitas pelayanan terbukti dapat bertindak sebagai pemoderasi pada pengaruh pengalaman merek terhadap loyalitas merek. Kata Kunci: Kualitas Pelayanan, Pengalaman Merek, Loyalitas Merek, Maskapai Penerbangan. AbstractThe Influence of Brand Experience to Brand Loyalty on Garuda Indonesia Airline Customers: The aviation market in Indonesia is increasingly competitive with the increasing number of commercial airlines operating. For consumers, this is an advantage because of the increasingly varied choices of airlines. As for airline, this condition requires the company can provide better experience and service to mantain consumers loyalty to dominate the market. Airlines such as Garuda Indonesia need to consider the brand experience to retain consumers. This study aims to test the direct influence of brand experience to brand loyalty and service quality as a moderation to overcome the problem of differences in the results of empirical studies. The research method used is quantitative.. Determination of the research sample using a purposive sampling method. The online questionnaire was distributed directly to respondents and as many as 200 respondents gave complete answers. The Structural Equation Modeling Warp Partial Least Square 6.0 (SEM Warp PLS) analysis tool was chosen to test the measurement model (validity and reliability) and the structural model (hypothesis testing). The results showed that brand experience can leverage on brand loyalty by 19%. Furthermore, service quality is proven to act as moderation on the influence brand experience to brand loyalty. Keywords: Service Quality, Brand Experience, Brand Loyalty, Airline.

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