Relationship between Brand Equity of Global Sports Brands and Brand Identification, Purchase Satisfaction and Repurchase Intention by University Students

2021 ◽  
Vol 19 (1) ◽  
pp. 93-102
Author(s):  
Sang-Ho Lee ◽  
Keyword(s):  
University Students ◽  
Brand Equity ◽  
Repurchase Intention ◽  
Brand Identification ◽  
Purchase Satisfaction

scholarly journals Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention

2022 ◽  
Vol 6 (1) ◽  
pp. 107-114 ◽  
Author(s):  
Nihayatul Maskuroh ◽  
Mochammad Fahlevi ◽  
Dasih Irma ◽  
Rita Rita ◽  
Arbi Siti Rabiah
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Main Function ◽  
Research Model ◽  
Repurchase Intention ◽  
Marketing Activity

Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.

“Hey Alexa–order groceries for me” – the effect of consumer–VAI emotional attachment on satisfaction and repurchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Reema Singh
Keyword(s):  
Emotional Attachment ◽  
Repurchase Intention ◽  
Self Disclosure ◽  
Content Type ◽  
Self Identity ◽  
New Perspective ◽  
Grocery Purchase ◽  
Strategic Market ◽  
Purchase Satisfaction

Purpose Given the growing prominence of voice-activated artificial intelligent devices (VAIs) as the strategic market-facing technology for grocery purchases, this article aims to bring together theories on anthropomorphism, trust, emotional attachment, self-connection and self-disclosure in one conceptual framework establishing that consumer–VAI relationship has significant implications for grocery purchase satisfaction and intention to repurchase using VAIs. Design/methodology/approach The study tested seven hypotheses through a survey-based approach comprising of two studies. Findings The study empirically supports VAI anthropomorphism and trust in VAIs as predictors of consumer–VAI emotional attachment and establishes the moderating role of consumer self-disclosure. Consumer–VAI self-connection resulting from emotional attachment results in grocery purchase satisfaction and intention to repurchase using VAIs. Research limitations/implications The article offers a novel perspective on consumer–VAI relationships and the use of VAIs for grocery purchases. It establishes an agentic role of consumers when ordering groceries using VAIs, creating a deeper understanding of how consumer–VAI emotional attachment results in extensions of consumers’ self-identity, resulting in purchase satisfaction and repurchase intention using VAIs. Practical implications Establishing a consumer–VAI relationship, the article brings out the strategic importance of VAIs for marketers in grocery purchases and repurchases, which can be extended to other purchases. Originality/value The article offers a new perspective on establishing VAIs as strategically important market-facing devices by examining consumer relationships with VAIs and offering valuable insights on how consumer emotional attachment with VAIs results in satisfaction and intention to repurchase using VAIs.

How Online Trust and Online Brand Equity Translate Online- and Omni-Channel-Specific Instruments into Repurchase Intentions

Marketing ZFP ◽  
2021 ◽  
Vol 43 (1-2) ◽  
pp. 37-53
Author(s):  
Bernhard Swoboda ◽  
Amelie Winters ◽  
Nils Fränzel
Keyword(s):  
Brand Equity ◽  
Panel Study ◽  
Reciprocal Effects ◽  
Relative Importance ◽  
Repurchase Intention ◽  
Consumer Evaluations ◽  
Repurchase Intentions ◽  
Online Trust ◽  
Brick And Mortar

This study examines omni-channel retailers’ online activities, which previous brick-and-mortar firms’ find challenging, but they are increasingly competing with online players. Therefore, the role of major online-specific instruments such as online aesthetic appeal and omni-channel-specific instruments such as online-offline integration is studied. A framework is proposed in which online trust, as a key mediator in online studies, translates instruments into repurchase intentions. However, the authors also study online brand equity, believing in its strength for repurchasing in competing, reciprocal mediation. They test indirect effects of the instruments in a sequential mediation study and reciprocal effects of trust and brand equity in a cross-lagged panel study based on longitudinal data of consumer evaluations of fashion retailers. Importantly, cross-channel repurchase intention is differentiated. The results provide new empirical evidence of a different relative importance of the instruments and of online trust versus online brand equity. The findings have direct implications for managers interested in understanding which instruments most affect consumer outcomes.

scholarly journals Investigation of the effect of the brand equity on the repurchase intention by mediation of the brand attractiveness and brand trust

2019 ◽  
pp. 19-33
Author(s):  
Mahmood Hasani-Nasab
Keyword(s):  
Brand Equity ◽  
Data Gathering ◽  
Structural Equations ◽  
Insurance Company ◽  
Brand Trust ◽  
Repurchase Intention ◽  
Brand Attractiveness ◽  
Descriptive Survey ◽  
Random Method ◽  
Conformity Factor

The objective of the present research is evaluating the effect of the brand equity on the repurchase intention by mediation of the brand attractiveness and brand trust. The present research is applied and descriptive- survey. The population of this study include 188 staff of Iran insurance company in Hamedan city. The volume of sample considering the Morgan table equals to 127 people. The sampling method is simple random method. Data gathering tool is standard questionnaire. The conformity factor analysis method was used in order to validity examination. The Cronbach’s alpha was used for reliability evaluation LIZREL Software was used for date analysis of the structural equations modeling. the obtained results indicated that the brand equity, the brand attractiveness and brand trust have a positive and significant effect on the repurchase intention of Iran insurance company of Hamedan.

scholarly journals Pengaruh Brand Equity Terhadap Consumer Satisfaction Di Restoran Sushi Tei Jakarta Selatan

2019 ◽  
Vol 3 (4) ◽  
Author(s):  
Sri Wulandari
Keyword(s):  
Regression Analysis ◽  
Brand Equity ◽  
Consumer Satisfaction ◽  
Brand Identification ◽  
Physical Quality ◽  
Analysis Technique ◽  
Staff Behavior

This study aims to examine the effects of physical quality, staff behavior, brand identification and lifestyle on the satisfaction of Sushi tei restaurant consumers in Jakarta. This research was conducted by spreading questionnaires to 150 respondents who are all Sushi tei consumers in Jakarta. The result data of the next questionnaire is processed by using regression analysis technique which its processing will be done with the help of SPSS program. The result of analysis shows that physical quality variable, staff behavior, brand identification and lifestyle either partially or simultaneously have a positive and significant effect on the satisfaction of Sushi tei consumer in restaurant Jakarta. Furthermore, the result of analysis shows that physical quality, staff behavior, brand identification and lifestyle simultaneously affect the satisfaction of Sushi tei consumer in South Jakarta with contribution of 73,7%.

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