scholarly journals Industrial Ingredient Co-branding: A Brand Relationship Approach

2016 ◽  
Vol 11 (7) ◽  
pp. 23 ◽  
Author(s):  
Daniela Andreini ◽  
Mara Bergamaschi ◽  
Giuseppe Pedeliento ◽  
Jari Salo
Keyword(s):  
Structural Equation Model ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Brand Trust ◽  
Energy Component ◽  
Brand Relationship ◽  
Relational Assets ◽  
Branding Value

<p>Existing research on industrial ingredient co-branding alliances has largely focused on the functional and<br />transactional value that ingredient brands provide to ingredient buyers and sellers. The current research draws on the brand relationship perspective to investigate how the relational assets of ingredient brands generate value for both ingredient buyers and for the ingredient supplier itself. For the former, such value manifests in ingredient co-branding value, and for the latter, the value lies in brand equity. The results are derived from a survey of 107 ingredient buyers from a multinational ingredient manufacturer aiming to initiate ingredient co-branding agreements in the energy component industry. The results of the structural equation model reveal that ingredient brand trust directly affects both ingredient brand loyalty and ingredient co-branding value, but indicate no significant effect between brand loyalty and ingredient co-branding value. Moreover, ingredient co-branding value proved to be a driver of ingredient supplier brand equity.</p>

scholarly journals THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA

2016 ◽  
Vol 15 (1) ◽  
Author(s):  
Silvia Margaretha ◽  
Angel Aprilia Susilo ◽  
Christina RahardjaHonantha
Keyword(s):  
Social Media ◽  
Structural Equation Model ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Equation Model ◽  
Brand Awareness ◽  
Brand Communication

The purpose of this study is to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data from 150 respondent in Surabaya were analyzed using Structural Equation Model (SEM) via Amos version 22. Respondent were randomly drawn from Surabaya society who joined the Fan Page of Indomie on Facebook. Result of this study showed that firm-created and user-generated social media brand communication positively influences Brand Awareness/Association, but has no influences on brand loyalty, and perceived quality only affected by user-generated social media brand communication.

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.    

Antecedents and Consequences of E-News Brand Trust

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.

The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector

2020 ◽  
Vol 35 (1) ◽  
pp. 63-74
Author(s):  
Charitha Harshani Perera ◽  
Rajkishore Nayak ◽  
Long Thang Van Nguyen
Keyword(s):  
Higher Education ◽  
Sri Lanka ◽  
Structural Equation Model ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Model ◽  
Subjective Norms ◽  
Private Higher Education ◽  
Content Type ◽  
Brand Credibility

PurposeThe growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The purpose of this paper is to investigate the structural relationship between subjective norms, electronic word-of-mouth (eWOM), perceived brand credibility and brand equity, taking cross-culturally comparisons between Sri Lanka, and Vietnam.Design/methodology/approachA survey was used to collect data from a sample of 800 undergraduates of private higher education institutions in Sri Lanka and Vietnam in 2019. These data were gathered using purposive sampling and analyzed using a structural equation model. A total of 768 questionnaires were considered valid. In testing the hypothesis and structure among the variables, structural equation modelling was used to determine the relationship between subjective norms, eWOM, perceived brand credibility and brand equity for the higher education institutes in emerging countries.FindingsFor the conceptual framework, the author found that this structural equation model complies with the empirical data. The structural equation model shows that subjective norms, eWOM and perceived brand credibility were significantly related to brand equity. Perceived brand credibility was found to be the mediating variable. Further, the location was found to moderate the relationship between perceived brand credibility and brand equity, highlighting that Vietnamese students are more relying on perceived brand credibility in creating brand equity than their Sri Lankan counterparts.Research limitations/implicationsThe study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from perceptions of undergraduates in public higher education institutes. This study discusses the implications of developing branding strategies for higher education institutions.Originality/valueThe current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

scholarly journals Titi INFLUENCES OF BRAND EXPERIENCE, BRAND TRUST, AND BRAND LOVE TOWARD PURCHASE INTENTION BY WORD OF MOUTH AND BRAND LOYALTY AS INTERVENING VARIABLES IN FASHION BRANDED IN EAST SURABAYA

2019 ◽  
Vol 7 (9) ◽  
pp. 106-120
Author(s):  
Titi Murtiningsih Sukarman
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Intervening Variables

The fashion industrial growth is seen from many and many retail shops and modern shopping centers that emerge, especially Surabaya city. Brand has special emotional bond created between consumers and company, so consumer love toward some brand will give positive impacts. This research aims to know influences of brand experience, brand trust, and brand love toward purchase intention by word of mouth and brand loyalty as intervening variables in fashion branded in East Surabaya. The approach used is quantitative method by causal research type. The research samples are fashion branded users of Nike brand in East Surabaya as 190 respondents. The instruments used are questionnaires by using Likert scale. The analysis technique chosen for analyzing data and testing hypothesis in this research The Structural Equation Model (SEM). The research results show that Brand Experience and Brand Trust influence toward Word of Mouth in Fashion Branded in East Surabaya. Brand Experience does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Experience influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Trust influences toward Purchase Intention in Fashion Branded in East Surabaya. Brand Trust does not influence significantly but it has positive influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Word of Mouth in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Love does not influence toward Brand Loyalty. Word of Mouth and Brand Loyalty influence toward Purchase Intention in Fashion Branded in East Surabaya.

scholarly journals Pengaruh Brand Signature Terhadap Brand Loyalty Dengan Brand Attitude Sebagai Variabel Mediasi (Studi Kasus Gulaku)

2021 ◽  
Vol 5 (3) ◽  
Author(s):  
Jenrico Radiansyah ◽  
Artha Sejati Ananda
Keyword(s):  
Structural Equation Model ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Brand Attitude ◽  
Brand Name ◽  
Convenience Sampling

Penelitian ini bertujuan untuk mengetahui pengaruh brand name dan brand logo terhadap brand attitude. Juga untuk mengetahui pengaruh brand name, brand logo, dan brand attitude terhadap brand loyalty. Metode penelitian yang digunakan dalam penelitian ini yaitu metode kuantitatif. Adapun yang menjadi populasi dalam penelitian ini adalah konsumen Gulaku wilayah Indonesia yang jumlahnya tidak diketahui dan dapat dikatakan dalam kategori tidak terhingga. Pengambilan sampel dalam penelitian ini menggunakan metode convenience sampling, sehingga ditetapkan sampel dalam penelitian ini sebanyak 100 responden. Dalam penelitian ini, metode analisis data menggunakan pendekatan Structural Equation Model (SEM) dengan bantuan program LISREL versi 8.70. Hasil penelitian ini menunjukkan bahwa brand name dan brand logo berpengaruh positif terhadap brand attitude konsumen Gulaku wilayah Indonesia. Brand nameberpengaruh negatif terhadap brand loyalty konsumen Gulaku wilayah Indonesia. Namun untuk brand logo tidak berpengaruh terhadap brand loyalty konsumen Gulaku wilayah Indonesia.

Antecedents and Consequences of E-News Brand Trust

2015 ◽  
Vol 6 (2) ◽  
pp. 38-51
Author(s):  
Elia Ardyan ◽  
Vincent Didiek Wiet Aryanto
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Research Model ◽  
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.

Effects of perceived brand authenticity in health functional food consumers

2019 ◽  
Vol 122 (2) ◽  
pp. 617-634
Author(s):  
Jisun Lee ◽  
Lana Chung
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Relationship ◽  
The Impact

Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

Determining the causal relationships that affect consumer-based brand equity

2015 ◽  
Vol 33 (6) ◽  
pp. 944-956 ◽  
Author(s):  
Pedro Marcelo Torres ◽  
Mário Gomes Augusto ◽  
João Veríssimo Lisboa
Keyword(s):  
Undergraduate Students ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Equation Model ◽  
Causal Relationships ◽  
Causal Order ◽  
Content Type ◽  
Positive Effects

Purpose – The purpose of this paper is to analyse the causal relationships among the dimensions that explain consumer-based brand equity, and to determine the importance of each dimension in the assessment of overall brand equity. Design/methodology/approach – A research instrument proposed by Yoo and Donthu was applied to undergraduate students of the University of Coimbra. Two leading brands in the Portuguese beer market were used in the study. Respondents were randomly assigned to one brand and were asked to rate all items on seven Likert-type scales. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. Findings – A causal order between brand equity dimensions was established. The results suggest that the positive effects of perceived quality and brand awareness on overall brand equity are mediated by brand loyalty. Research limitations/implications – Although the exclusion of brand associations’ dimensions in the SEM improves the validity of the constructs, it should be regarded as a limitation, given its importance in brand equity building. Practical implications – Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to perceived quality, since it is the factor with the strongest impact on brand loyalty. Originality/value – The identification of the causal relations among brand equity dimensions and the analysis of their influence in overall brand equity, not yet clearly validated in the literature.

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