scholarly journals Impact of WOM, Advertising Effectiveness, and Brand Image on Brand Trust: Evidence from Telecommunication Sector in Pakistan

2021 ◽  
Vol 3 (3) ◽  
pp. 111-131
Author(s):  
Muhammad Hassan ◽  
Saqib Zahid ◽  
Ali Raza Nemati ◽  
Cai Yongfeng ◽  
Wasmiya Javed
Keyword(s):  
Brand Management ◽  
Brand Image ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Strong Impact ◽  
Brand Trust ◽  
Telecommunication Sector ◽  
Managerial Implications ◽  
The Masses ◽  
The Impact

Due to the rapid advancements in digital innovations and technological evolution, the world today has witnessed a drastic upsurge in digital espousal by the masses and tech geeks alike. Advertising agencies and brand managers across the globe have been frantically finding ways to explore prospective markets and retain existing customers. Studies on brand management show that the image and trust of a brand are manifested through various deterministic variables which vary and change over time. This research thus focuses on the investigation of the effect of such pervasive determinants including Advertising Effectiveness, WOM and Brand Image on Brand Trust. The study concentrates its enquiry on brand trust elements related to organizations providing services in the telecommunications sector of Pakistan. For this purpose, data in the form of survey responses were collected through questionnaires with the help of convenient sampling. The respondents were customers using different telecommunications networks in Pakistan. From the results, it has been observed that Advertising Effectiveness, WOM and Brand Image have a strong impact on developing and maintaining Brand Trust. The research validates the impact of study variables in developing trust in a brand. Moreover, managerial implications and directions for future research have been proposed at the end of the study.

scholarly journals The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa

2013 ◽  
Vol 12 (10) ◽  
pp. 1303 ◽  
Author(s):  
Richard Chinomona
Keyword(s):  
South Africa ◽  
Brand Management ◽  
Future Research ◽  
Brand Experience ◽  
Brand Trust ◽  
Data Set ◽  
Brand Attachment ◽  
Managerial Implications ◽  
African Context ◽  
Brand Satisfaction

This study examines the influence of consumer brand experience on their brand satisfaction, brand trust and brand attachment in an African context. Five hypotheses are posited and in order to empirically test them, a sample data set of 151 was collected from Gauteng Province of South Africa. The results indicate that brand experience positively influences brand satisfaction, brand trust and brand attachment in a significant way. Drawing from the studys findings, managerial implications are discussed and limitations and future research directions are suggested. By and large, this study immensely contributes new knowledge to the existing body of brand management literature in Africa - a context that is often most neglected by some researchers in developing countries.

scholarly journals The Effect of Service Quality and Brand Image on Repurchase Intention With Brand Trust as Mediating Variable By The Generation Z of E-Wallet Consumers in Jakarta

2021 ◽  
Vol 1 (4) ◽  
pp. 336-356
Author(s):  
Dwi Asri Ningrum ◽  
Mohamad Rizan ◽  
Agung Kresnamurti Rivai P
Keyword(s):  
Service Quality ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Future Research ◽  
Brand Trust ◽  
Repurchase Intention ◽  
Data Set ◽  
Generation Z ◽  
Managerial Implications

In this digital era, e-wallet is very much needed in various types of online payments, especially for generation. Study to analyzes the variables that affect continuous used of e-wallet by consumers with the intention that they can provide solutions to problems for e-wallet products is needed. This study examines the influence of service quality and brand trust on e-wallet consumer repurchase intention and brant trust as an intervention in Indonesian context. The purpose of this research is to understand the important effects of service quality and brand image on brand trust and its impact on repurchase intention with a case study of generation z of e-wallet consumers in Jakarta. Seven hypotheses are posited and in order to empirically test them, a sample data set of 300 was compiled from Jakarta City of Indonesia with the data collection method used a survey with an instrument in the form of a questionnaire. The data analysis technique used SPSS version 25 and SEM (Structural Equation Model) from the LISREL statistical package version 8.8. The results indicate that service quality and brand image positively influences brand trust as an intervation and impact repurchase intention in a significant way. The interesting things is about managerial implications for increasing repurchase intention from consumers and also limitations and future research directions are suggested. In general, this study immensely contributes new knowledge to the existing body of service quality and brand image literature in e-wallet consumers context that which is still rarely researched in developing countries.

scholarly journals CORPORATE SOCIAL RESPONSIBILITY AND BRAND MANAGEMENT: EVIDENCE FROM CARROLL’S PYRAMID AND TRIPLE BOTTOM LINE APPROACHES

2021 ◽  
Vol 27 (4) ◽  
pp. 852-875
Author(s):  
Dalia Štreimikienė ◽  
Rizwan Raheem Ahmed
Keyword(s):  
Organizational Performance ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Image ◽  
Triple Bottom Line ◽  
Corporate Image ◽  
Brand Awareness ◽  
Strong Impact ◽  
Bottom Line ◽  
The Impact

The objective of this research is to evacuate the relationship between CSR initiatives and organizational performance. Additionally, the undertaken research examines the impact of brand image and brand awareness as mediators and corporate image as the moderator between CSR initiatives and organizational performance. We employed a modified conceptual framework derived from the Triple bottom line and Carroll’s pyramid models. The data was analyzed through the structural equation model by using confirmatory and exploratory factor analyses and conditional process approach for examining the direct, mediating, and moderating hypothesized relationships. The undertaken study’s outcomes demonstrated that the ethical, philanthropic, and sustainable dimensions positively and significantly influence organizational performance. Similarly, the mediation analysis suggested that the brand image and brand awareness are the potent mediators in an association between ethical, philanthropic, and sustainable dimensions and organizational performance. Findings further demonstrated that corporate image as a moderator has strong impact between exogenous factors and organizational performance. The undertaken study has important theatrical and managerial implications that provide value additions for both researchers and industry practitioners.

Testing the impact of athlete brand image attributes on fan loyalty

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abed Mahmoudian ◽  
Saeed Sadeghi Boroujerdi ◽  
Sardar Mohammadi ◽  
Vahid Delshab ◽  
Do Young Pyun
Keyword(s):  
Community Involvement ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Image ◽  
Field Performance ◽  
Sport Marketing ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
The Impact

Purpose Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty. Design/methodology/approach In total, 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures and structural equation modeling was carried out to test the hypotheses. Findings The findings of this study show that three attributes of athlete brand image (e.g. marketable lifestyle, athletic performance and attractive appearance) positively influenced fan loyalty. Research limitations/implications To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g. athletic skills, competition style and excellence in sport) and off-field performance (e.g. engagement with fans, community involvement, public relation and charity activities). Originality/value This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.

The effects of user generated content and traditional reference groups on purchase intentions of young consumers: A comparative study on electronic products

2021 ◽  
Vol 5 (4) ◽  
pp. 691-702
Author(s):  
Hala O. Al-Rawabdeh ◽  
Hamad Ghadir ◽  
Ghaith Al-Abdallah
Keyword(s):  
Purchase Intentions ◽  
User Generated Content ◽  
Future Research ◽  
Strong Impact ◽  
Reference Groups ◽  
Electronic Products ◽  
Young Consumers ◽  
Survey Strategy ◽  
Post Purchase ◽  
The Impact

This paper investigates the impact of post-purchase user generated content (UGC) and traditional reference groups on the purchase intentions for electronic products (e-products) among young consumers in Jordan. To achieve this, a descriptive methodology was adapted, with a quantitative approach and survey strategy utilizing a five-point Likert scale questionnaire distributed to 450 university and college students in Jordan. 400 filtered and screened copies underwent statistical analyses. SPSS version 21 was utilized to describe and analyze the data. The results revealed a strong impact of post-purchase UGC on purchase intentions of e-products among young consumers. The results also revealed that traditional reference groups have a lower significant impact on the purchase intentions of young consumers, indicating that young consumers rely on online communities more than they rely on family, friends, colleagues, and other social organizations. The findings are discussed with a view to their implications, with recommendations for future research.

scholarly journals Insights into the expectations of mobility students: the impact of Erasmus in their future professional careers

2017 ◽  
Author(s):  
Margarida M. Pinheiro ◽  
Dora Simões ◽  
Cláudia Amaral Santos ◽  
Sandra Filipe ◽  
Belem Barbosa ◽  
...  
Keyword(s):  
Learning Outcomes ◽  
Future Research ◽  
Exploratory Research ◽  
Group Approach ◽  
Professional Career ◽  
Exchange Program ◽  
Professional Careers ◽  
New Learning ◽  
Managerial Implications ◽  
The Impact

At the celebration of its 30th anniversary, Erasmus is recognised as the most successful exchange program ever implemented. The prospects of attaining a common European consciousness challenged the program's ability to blend together knowledge, attitudes and skills in a winning combination. It is no longer sufficient to communicate and integrate: mobility should actively foster skills to support students's professional career at national and international levels. Although literature on mobility is vast and interesting, studies on the impact of the mobility experience in the students' future employability profile rarely provide first-hand data on their expectations in this regard. This exploratory research comprises a qualitative focus group approach with Erasmus students during their exchange period in a Portuguese university and collected some insightful data on how students consider their mobility in terms of new learning outcomes, the professional value of the experience and the development of new skills. Results indicate that students seem to be quite aware of the positive implications of mobility in their professional careers and of the set of skills developed during that period. Overall, this article contributes to demonstrating the importance of assessing skills development during Erasmus mobility experiences. Managerial implications and suggestions for future research are provided.

scholarly journals Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment

2021 ◽  
Vol 235 ◽  
pp. 02045
Author(s):  
Weijian Lu ◽  
Yu Han ◽  
Shiyu Chen
Keyword(s):  
Customer Participation ◽  
Future Research ◽  
Brand Experience ◽  
Brand Commitment ◽  
Brand Community ◽  
Brand Performance ◽  
Brand Communities ◽  
Managerial Implications ◽  
The Impact

The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.

Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Klaus-Peter Wiedmann ◽  
Walter von Mettenheim
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Source Credibility ◽  
Brand Image ◽  
Equation Modeling ◽  
Price Premium ◽  
Future Research ◽  
Brand Trust ◽  
Content Type ◽  
Brand Satisfaction

Purpose The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are relevant for online influencer campaigns. An entry-level luxury fashion brand is the focus of the experiment. Design/methodology/approach A total of 288 participants completed an online survey evaluating the profiles of influencers who varied in terms of the three abovementioned requirements. The impacts of these requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium were tested via structural equation modeling. Findings The results show that the most important requirement is trustworthiness, followed by attractiveness; surprisingly, the relevance of expertise is virtually nil. Research limitations/implications To date, practitioners are still struggling with the success requirements of influencer marketing. They have focused on traditional advertising models and numeric requirements such as the amount of followers. However, regarding merely these requirements can result in wrong decisions. Considering the two requirements, attractiveness and trustworthiness, in a stronger way can provide a remedy to this struggle. In future research, the relevance of the requirements in different involvement conditions and for non-attractiveness-related products might be investigated. Originality/value To the best of the authors’ knowledge, this study is one of the first to explore the success requirements that are directly related to influencers (e.g. attractiveness) rather than numeric requirements of their profiles (e.g. page rank) and the impacts of those requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium. It adapts the Source-Credibility Model for influencers and shows that its requirements interact in a unique way that is counterintuitive and different from other endorser types such as celebrities or salespersons.

The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction

2017 ◽  
Vol 57 (7) ◽  
pp. 856-870 ◽  
Author(s):  
Jong-Hyeong Kim
Keyword(s):  
Behavioral Intentions ◽  
Destination Image ◽  
Future Research ◽  
Important Indicator ◽  
Visitor Satisfaction ◽  
Tourist Satisfaction ◽  
Structural Relationships ◽  
Study Results ◽  
Managerial Implications ◽  
The Impact

The current study develops a theoretical model of the effect of memorable tourism experiences (MTEs) on behavioral intentions by examining the structural relationships between destination image (DI), tourist satisfaction, revisit intention, and word-of-mouth (WOM) publicity. The results show that MTEs influence future behavioral intentions both directly and indirectly through DI and tourist satisfaction. Moreover, MTEs are found to be the most influential determinant of behavioral intentions. Thus, the results challenge those practitioners and researchers who perceive visitor satisfaction to be the most important indicator of destination performance. Theoretical and managerial implications are discussed based on the study results, and directions for future research are provided.

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