Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity

The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.

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Ekuitas Merek Produk Cap Kaki Tiga: Pengujian Model Consumer-Based Brand Equity

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v2i4.4867 ◽

2019 ◽

Vol 2 (4) ◽

Author(s):

Joko Pramono

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Equation Model ◽

Brand Awareness ◽

Causal Order ◽

Relative Significance ◽

Positive Effects ◽

Brand Association

This study examines consumer-based brand equity of Cap Kaki Tiga-label branding and relative signiﬁcance of brand awareness, perceived quality, and brand association on brand loyalty. As additional, this study aims to test the role of brand loyalty as a mediator on the relationship of its predictors on brand equity. A survey instrument was developed, scale measures were pretested, and the ﬁnal survey was administered directly to 210 respondents. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. A causal order between brand equity dimensions was established. The results suggest that the positive effects of brand awareness, perceived quality and brand association on brand loyalty, and overall brand equity are mediated by brand loyalty. Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to brand awareness, since it is the factor with the strongest impact on brand loyalty.

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The Effect of Brand Trust and Brand Loyalty on Consumer Purchase Intention: The Study in The Smartphone Market

International Journal of Research in Business and Social Science (2147-4478) ◽

10.20525/ijrbs.v5i5.590 ◽

2016 ◽

Vol 5 (5) ◽

pp. 34-43

Author(s):

Busra Cecen Saglam ◽

Mehmet Saglam

Keyword(s):

Brand Loyalty ◽

Purchase Intention ◽

Structural Equation ◽

Equation Model ◽

Purchase Intentions ◽

Brand Trust ◽

Consumer Purchase Intention ◽

Simple Sampling ◽

The Relationship ◽

Positive Effect

This research aims to analyze the effect of brand trust and brand loyalty to consumer purchase intentions in the Smartphone market. All the residents of İstanbul who use mobile phones are the population of the research. Due to the fact that it is very hard to reach all the population, simple sampling method has been used for data collection and 185 participants have been reached. Structural Equation Model has been used to explain the relationship among brand trust, brand loyalty and purchase intentions. SPSS for Windows 17.0 program and AMOS 20 program are used to analyze the data. Results show that both brand trust and brand loyalty have a positive effect on consumer’s purchase intentions. Also it had been determined that brand trust has a positive effect on brand loyalty. Moreover, brand trust has been found as the most effective factor for smartphones brands in the purchase intensions.

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Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty pada Pelanggan BonCabe di Jakarta: Customer Satisfaction debagai Variabel Mediasi

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v5i1.10230 ◽

2021 ◽

Vol 5 (1) ◽

pp. 16

Author(s):

Cindy Irawati

Keyword(s):

Customer Satisfaction ◽

Structural Equation Model ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Equation Model ◽

Partial Least Square ◽

Least Square ◽

Brand Experience ◽

Positive Effect

The purpose of this study is to explore the effect of Brand Experience, Brand Image, Customer Satisfaction on Brand Loyalty for BonCabe customers in Jakarta. Variables used are Brand Experience, Brand Image, Customer Satisfaction, Brand Loyalty. This is a descriptive research that use non-probabilistic sampling method (240 data closed-questions questionnaires, 7 scale of Likert, compiled in 2019-2020 from BonCabe customers in Jakarta). The data analysis technique is using SEM (Structural Equation Model) methodology (using software: Partial Least Square 3) with α = 0,05. The results are: (1) a) brand experience and b) brand image has a significant and positive effect toward customer satisfaction of BonCabe in Jakarta. (2) a) brand experience and b) brand image has a significant and positive effect toward brand loyalty of BonCabe in Jakarta. (3) customer satisfaction has a significant and positive effect toward brand loyalty of BonCabe in Jakarta. (4) customer satisfaction could mediate a) brand experience and b) brand image so that they have significant and positive effect toward brand loyalty of BonCabe in Jakarta. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Experience, Brand Image, Customer Satisfaction terhadap Brand Loyalty pada produk bernama BonCabe di wilayah Jakarta. Variabel yang digunakan adalah Brand Experience, Brand Image, Customer Satisfaction, Brand Loyalty. Data yang digunakan adalah data yang dikumpulkan di tahun 2019-2020. Teknik pengumpulan data menggunakan kuesioner tertutup 7 skala Likert, yang menggunakan metode SEM (Structural Equation Model) diolah menggunakan software PLS (Partial Least Square 3) dengan nilai α = 0,05. Hasil analisis menyimpulkan bahwa (1) Terdapat pengaruh a) brand experience dan b) brand image terhadap customer satisfaction BonCabe di Jakarta. (2) Terdapat pengaruh a) brand experience dan b) brand image terhadap brand loyalty BonCabe di Jakarta. (3) Terdapat pengaruh customer satisfaction terhadap brand loyalty BonCabe di Jakarta. (4) Terdapat customer satisfaction yang dapat memediasi pengaruh a) brand experience dan b) brand image terhadap brand loyalty BonCabe di Jakarta.

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Influence of Consumer-Based Brand Equity on Brand Loyalty Through Customer Satisfaction

Indonesian Journal of Business Analytics ◽

10.54259/ijba.v1i2.67 ◽

2021 ◽

Vol 1 (2) ◽

pp. 141-160

Author(s):

Sudjudi Widia Kurnianingsih ◽

Sri Vandayuli Riorini

Keyword(s):

Customer Satisfaction ◽

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Value ◽

Perceived Quality ◽

Equation Model ◽

Sem Analysis ◽

Brand Identification ◽

Positive Effect

The purpose of this study is to analyze the effect of Consumer-based brand equity on Brand loyalty through Customer satisfaction. This study used purposive sampling data collection techniques. This study was analyzed using the Structural Equation Model (SEM) analysis method. The results of this study indicate (1) The Influence Dimensions of Consumer-Based Brand Equity on Customer Satisfaction, where (1a) Perceived quality has no positive effect on Customer satisfaction; (1b) the Perceived value of cost has a positive effect on Customer satisfaction; (1c) Brand identification has no positive effect on Customer satisfaction; (1d) Trust has a positive effect on Customer satisfaction; (1e) Lifestyle congruence has a positive effect on Customer satisfaction. (2) Customer satisfaction has a positive effect on Brand loyalty. (3) The Influence Dimensions of Consumer-Based Brand Equity on Brand loyalty through Customer Satisfaction, where (3a) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in full; (3b) Customer satisfaction mediates the influence of Perceived value of cost on Brand loyalty in partial; (3c) Customer satisfaction mediates the influence of Brand identification on Brand loyalty in partial; (3d) Customer satisfaction mediates the influence of Trust on Brand loyalty in full; (3e) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in partial. The advice for further researchers can conduct research on various types of other food and baverage businesses, such as restaurant, bakeries, and cafes.

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

LAPLAGE EM REVISTA ◽

10.24115/s2446-622020206extra-b663p.239-255 ◽

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.

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Distribution Intensity and Purchase Behavior-mediating Role of Brand Equity in Oil Marketing Companies (OMCs): An Emerging Markets Perspective

Business Perspectives and Research ◽

10.1177/2278533720987022 ◽

2021 ◽

pp. 227853372098702

Author(s):

George Kofi Amoako

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Purchase Behavior ◽

Brand Awareness ◽

Brand Association ◽

The Impact ◽

Distribution Intensity ◽

The Relationship

The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand perceived quality, brand awareness, brand association, and brand loyalty. The study revealed that there is a positive relationship between distribution intensity and purchase behavior through brand equity. Structural equation modelling was used to investigate the relationship among channel location, store availability (distribution intensity), and brand equity (brand loyalty, perceived quality, brand association and brand awareness) and purchase behavior. The study revealed that brand equity mediates the relationship between distribution intensity and purchase behavior in the oil marketing companies (OMCs) in Ghana. This study extends the applicability of brand equity as a mediating variable to enhance the impact of location and service mart availability on purchasing behavior of customers. Additionally, this study provides an in-depth understanding of how the various components of brand equity of OMCs brands contribute to drive consumption experience and continual usage of OMC channels in Ghana. This study is based on a cross-sectional design, and since user behavior may change over time, a longitudinal study will be useful in the future.

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A study on the effectiveness of sensory branding in Cafe Coffee Day outlets in Coimbatore

Health Sciences ◽

10.15342/hs.2020.270 ◽

2020 ◽

Vol 2020 ◽

Author(s):

R V Rupini ◽

R Nandagopal

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Strong Correlation ◽

Brand Image ◽

Sensory Experience ◽

Brand Trust ◽

Brand Love ◽

Empirical Results ◽

The Relationship

The purpose of the study were: (1) to develop a reliable and valid scale and model for sensory experience, (2) to empirically test the model using Roberts’ (2004) lovemarks theory by examining the effect of the two brand image dimensions on the lovemark experience (brand love and brand respect) and, (3) to examine the relationship among brand loyalty, brand trust and overall brand equity. The empirical results show that the model is found to be fit and the hypotheses are significant and the variables have a strong correlation with one another.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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The Influence of Destination Brands on the Satisfaction and Revisit Intention of Foreign Tourists at the Agro-tourism of Ceking Rice Field Terrace in Bali

E-Journal of Tourism ◽

10.24922/eot.v7i2.64595 ◽

2020 ◽

pp. 265

Author(s):

I Putu Wahyu Wicaksana ◽

I G A Oka Suryawardani ◽

Ratna Komala Dewi

Keyword(s):

Structural Equation ◽

Rice Field ◽

Brand Image ◽

Positive Influence ◽

Equation Model ◽

Brand Awareness ◽

Tourist Destinations ◽

Brand Association ◽

Revisit Intention ◽

Destination Brand

Agrotourism attraction of Ceking Rice Field Terrace Village is a natural panorama of rice fields terrace has been recognized as heritage that should be preserved. The purpose of this study is to find out the influence of destination brands on the interest of foreign tourists in Ceking Rice Field Terrace Agrotourism and the obstacles faced in building destination brands in Ceking Rice Field Terrace tourist destinations. The independent variables of this research are part of the brand destination, namely brand awareness, brand image and brand association. The dependent variables are customer satisfaction and revisit intention. Research was design based on structural equation model. Data was analyzed by using Smart-PLS version 3.0. Brand awareness, brand image and brand association had a significant and positive influence on the satisfaction of foreign tourists and their revisit intention. The results also showed that the constraints faced by Agrotourism Rice Field Terrace in building a destination brand area, the name of Agrotourism Ceking Rice Field Terrace has not been known as a name of attractive tourist destination and the lack of handicrafts that have the characteristics of the Agrotourism. Keywords: agrotourism, brand destination, and revisit intention

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Antecedents and Consequences of E-News Brand Trust

Global Branding ◽

10.4018/978-1-5225-9282-2.ch024 ◽

2020 ◽

pp. 521-536

Author(s):

Elia Ardyan ◽

Vincent Didiek Wiet Aryanto

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Equation Model ◽

Brand Experience ◽

Brand Trust ◽

Significant Positive Effect ◽

Negative Effect ◽

Brand Attributes ◽

Antecedents And Consequences ◽

Positive Effect

The purpose of this paper is to determine the effect of the antecedents of e-news brand trust and want to determine the consequences of e-news brand trust. The model used in this study were tested into two news brands online, which is Detik.com and Kompas.com. Sample of this study composed of 418 respondents, of which 239 respondents are Kompas.com readers and readers of Detik.com comprised of 179 respondents. The analysis used in this study is the Structural Equation Model. Results of this study indicate that both Detik.com and Kompas.com have the same result for the research model used. The result of this research are e-news brand attributes have positive and significant impact on e-news brand experience, e-news brand attributes have a positive and significant impact on e-news brand loyalty, e-news brand experience has negative effect but not significant at the customer confusion, customer confusion, has a negative but not significant effect on e-news trust brand, e -news brand experience has the effect of e-news brand trust and a significant positive effect on brand loyalty e-news.

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