scholarly journals The influence of the emotions produced by the wine offer, winery visits, and wine news on wine purchase intent in tourists

2019 ◽  
Vol 17 (1) ◽  
pp. e0104 ◽  
Author(s):  
Jorge Pelegrín ◽  
Carlos González-Menorca ◽  
Lino Meraz
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Purchase Intent ◽  
Wine Tourism ◽  
Minor Influence ◽  
Different Types ◽  
A Minor ◽  
Variance Explained

Wineries are using wine tourism to sell directly to consumers and develop brand equity. Studies show that emotions directly affect the purchase of products. However, they do not know the degree to which the emotions produced by the winery visit, the wine offer, or news about wine influence wine sales. The aim of this study was to compare the influence of emotions produced by the wine, the emotions produced by the winery visit and the emotions produced by the wine news on wine purchase intent. This paper applied structural equation modeling to a sample of 600 wine tourists in order to explain the influence of the emotions generated by the wine, the winery visit, and wine news on wine purchase intent. The results show that the different types of emotions affect tourists’ wine purchase intent differently. The percentage of variance explained was 34.6% for the model of the emotions produced by the wine vs. 10.3% for the model of the emotions produced by the winery visit and 6.3% for the model of the emotions produced by the wine news. The emotions produced by the wine offer have the greatest influence. The emotions produced by the winery visit were much less influential. Wine news had only a minor influence on purchase intent. Key findings for management are discussed.

scholarly journals The Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach

2019 ◽  
Vol 7 (3) ◽  
pp. 0-0
Author(s):  
Mohammad Zarei Mahmoudabadi ◽  
◽  
Mohammad Keshtidar ◽  
Seyed Mohammad Javad Razavi ◽  
◽  
...  
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
And Performance ◽  
The Impact

Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kyuho Lee ◽  
Stella Kladou ◽  
Ahmet Usakli ◽  
Yunxia Shi
Keyword(s):  
Service Quality ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Wine Tourism ◽  
Chinese Wine ◽  
Destination Brand ◽  
The Impact

PurposeThe purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese wine tourists.Design/methodology/approachThis study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).FindingsThe results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.Research limitations/implicationsThis study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.Practical implicationsThe results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.Originality/valueExtant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.

Exploring the Impacts of Blog Marketing on Consumers

2011 ◽  
Vol 39 (9) ◽  
pp. 1245-1250 ◽  
Author(s):  
I-Ping Chiang ◽  
Chung-Hsien Hsieh
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Product Information ◽  
Equation Modeling ◽  
Intention To Purchase ◽  
Professional Characteristics ◽  
Different Types

In this study we investigated the preferences of blog readers for the purpose of designing effective blog marketing campaigns. We surveyed 965 customers who have searched for product information via blogs before consuming, and used structural equation modeling to analyze the data. The results showed that the convenience provided by blogs is an important reason for consumers to use the medium for product research. Blog marketing elements were also analyzed in terms of interactional sharing, novelty, and professional characteristics. It was found that interactional sharing most affects consumers' intention to purchase. Additionally, for those who use blogs as a way to search for different types of products, degree of expertise is also an important factor.

New Conjoint Approaches to Scaling Brand Equity and Optimising share of Preference Prediction

2015 ◽  
Vol 57 (5) ◽  
pp. 701-725 ◽  
Author(s):  
Hervé Guyon ◽  
Jean-François Petiot
Keyword(s):  
Structural Equation Modeling ◽  
Conjoint Analysis ◽  
Brand Equity ◽  
Repeated Measures ◽  
Latent Variable ◽  
Structural Equation ◽  
Probabilistic Models ◽  
Equation Modeling ◽  
New Approach ◽  
First Choice

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares. This article proposes two new approaches to scale customer-based brand equity using repeated measures and structural equation modeling and to estimate the share of preferences on the basis of a randomized first choice. The outcome is a new tool to predict accurate preference shares, taking into account product utilities (estimated by rating-based conjoint analysis) and the brand equity related to product attributes (estimated as a latent variable with structural equation modeling). An example with three products illustrates this new approach.

scholarly journals Relationship between social media marketing practices and customer response with mediating role of brand equity dimensions: an empirical investigation

2021 ◽  
Vol 12 (5) ◽  
pp. 1583-1599
Author(s):  
Elmira Shadi ◽  
Ailar Ebrahimi Hesari ◽  
Behzad Shahrabi
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Study Data ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Mediating Role ◽  
Survey Sample

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of the mediating role of brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using structural equation modeling. The following findings are found: The results show that there is a significant relationship between social media marketing practices and customer response in the survey sample. Additionally, the hypothesis about the mediating role of brand equity dimensions is also supported. The results of our research augment our understanding of the role of social media marketing practices in stimulating customer response (electronic word-of-mouth and commitment) and the role of brand equity dimensions (brand awareness and brand image).

scholarly journals The role of brand equity in increasing buying interest

2021 ◽  
pp. 1999-2010
Author(s):  
Gita Sugiyarti ◽  
Aris Mardiyono
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

scholarly journals Analisis Kepuasan dan Loyalitas Pelanggan Telepon Seluler dengan Citra Perusahaan dan Ekuitas Merek sebagai Variabel Eksogen

2021 ◽  
Vol 1 (3) ◽  
pp. 41-52
Author(s):  
Rully Armanto ◽  
Muji Gunarto
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Random Sampling ◽  
Structural Equation ◽  
Cell Phone ◽  
Cellular Phone ◽  
Corporate Image ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Cluster Random Sampling

The purpose of this study was to determine whether the satisfaction and loyalty of cellular phone customers is influenced by corporate image and brand equity. The sample of this research is student cell phone users in Palembang City, amounting to 250 respondents. The sampling technique used was cluster random sampling. The statistical analysis technique used Structural Equation Modeling (SEM) with the help of LISREL software. The results showed that consumer satisfaction of cell phone users was significantly influenced by brand equity, while consumer loyalty of cellular phone users was influenced by corporate image and satisfaction. These results also indicate that satisfaction is an intervening variable for the relationship between brand equity and consumer loyalty, meaning that consumer loyalty can be built with brand equity through customer satisfaction. Better brand equity will increase customer satisfaction which in turn will increase consumer loyalty. Tujuan penelitian ini adalah untuk mengetahui apakah kepuasan dan loyalitas pelanggan telepon seluler dipengaruhi oleh citra perusahaan dan ekuitas merek. Sampel penelitian ini adalah mahasiswa pengguna telepon seluler di Kota Palembang yang berjumlah 250 responden. Teknik sampling yang digunakan adalah cluster random sampling. Teknik analisis statistik digunakan Structural Equation Modeling (SEM) dengan bantuan software LISREL. Hasil penelitian menunjukkan bahwa kepuasan konsumen pengguna telepon seluler secara signifikan dipengaruhi oleh ekuitas merek, sedangkan loyalitas konsumen pengguna telepon seluler dipengaruhi oleh citra perusahaan dan kepuasan. Hasil ini juga menunjukkan bahwa kepuasan menjadi variabel intervening bagi hubungan equitas merek denngan loyalitas konsumen, artinya bahwa loyalitas konsumen dapat dibangun dengan equitas merek melalui kepuasan konsumen. Equitas merek yang semakin baik akan meningkatkan kepuasan konsumen yang pada akhirnya akan meningkatkan loyalitas konsumen.

scholarly journals Unpacking the influence of flight booking websites to e-loyalty: empirical evidence from South East Asian Millennials

2020 ◽  
Vol 16 (4) ◽  
pp. 37-50
Author(s):  
Donny Susilo ◽  
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
East Asian ◽  
Geographical Location ◽  
The Other ◽  
Equation Modeling ◽  
Model Application ◽  
Online Experience

This study aims to understand how Southeast Asian Millennials become loyal to a flight booking website, using the results of an online survey and a E-loyalty model, and structural equation modeling. The findings show that good utilitarian features of websites can significantly increase brand equity and positive online experience (flow) of website users while good hedonic features of websites can significantly increase positive online experience and trust of website users. Brand equity, positive online experience and trust have a direct and significant effect on e-loyalty. When the brand equity of a website, positive online experience and trust of website users are higher, the e-loyalty of millennial customers towards the website is higher. The effect of utilitarian features on trust and hedonic features on brand equity are found to be insignificant. Nevertheless, all the other hypotheses are accepted. This study has successfully expanded Bilgihan’s E-loyalty model application to a different product (flight booking websites) and geographical location (Southeast Asia), proving its generalizability.

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