Investigating the Relationship between Brand Equity, Brand Loyalty and Customer’s Satisfaction (Case Study: Restaurants in Rasht City)

The aim of this study was to investigate the relationship between brand equity, customer’s satisfaction and brand loyalty. The study was a descriptive and in term of purpose is applied and in term of data collection will also be considered field. Data collection tool was questionnaire consisting of 21 questions to measure the research variables. The validity by professors and experts and its reliability by using Cronbach’s alpha was reviewed and approved. The study population consisted of students at Islamic Azad University who were customers of restaurants and fast food in Rasht city. Using the Cochran formula final study sample 420 subjects was studied. In order to test the hypothesis structural equation modeling was used. The results showed that brand equity has a significant relationship with rate of 0.18 with a customer’s satisfaction. As well as customer’s satisfaction is related to customer’s loyalty with rate of 0.88. Among the aspects brand equity as ideal inner satisfaction has the highest correlation with customer’s satisfaction.

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Brand Equity, Brand Satisfaction, and Brand Loyalty

International Journal of Online Marketing ◽

10.4018/ijom.2021070103 ◽

2021 ◽

Vol 11 (3) ◽

pp. 34-50

Author(s):

Anupreet Kaur Mokha

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Online Shopping ◽

Positive Impact ◽

Equation Modeling ◽

Confirmatory Factor ◽

The Impact ◽

The Relationship ◽

Brand Satisfaction

Brand equity is a rapidly growing field of research. Companies rely primarily on new and creative ways of improving high brand value. The main aim of this research was to examine the impact of brand equity and brand satisfaction on brand loyalty, particularly online shopping, in the context of e-commerce industry by considering brand satisfaction as a mediating variable. Convenience sampling was used to collect data from 500 customers who were using online shopping websites, and the data was analyzed using confirmatory factor analysis followed by structural equation modeling (SEM) through AMOS. The results revealed that brand equity and brand satisfaction had a significant positive impact on brand loyalty, and also brand satisfaction partially mediated the relationship between brand equity and brand satisfaction. This research would provide very useful insights to both academicians and marketers and would help e-commerce managers to improve the image and reputation of the brand.

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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 brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta

Independent Journal of Management & Production ◽

10.14807/ijmp.v11i1.981 ◽

2020 ◽

Vol 11 (1) ◽

pp. 039

Author(s):

Etty Susilowati ◽

Agatha Novita Sari

Keyword(s):

Brand Loyalty ◽

Fast Food ◽

Structural Equation ◽

Perceived Quality ◽

Partial Least Square ◽

Least Square ◽

Brand Awareness ◽

Equation Modeling ◽

Brand Association ◽

Purchasing Intention

This study investigates the relationship between brand awareness, brand association, perceived quality, brand loyalty and brand purchasing intention. A total of 99 students from Budi Luhur University was used as respondents in this study based on the convenience sampling method. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0 software. The analysis specifies that there is a significant positive relationship among brand awareness, brand association and perceived quality towards brand loyalty and brand purchasing intention. However, there is not a significant relationship between brand loyalty and brand purchasing intention. It indicates that consumers who are satisfied with Richeese Factory products and services do not always end up making purchases. The ability of managers to understand the factors which shape consumer brand behavior is required to develop and to maintain their brand position in high competitive fast food brand competition.

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The Moderating Effect of the Status of Using a Product on the Relationship Between Brand Experience and Word of Mouth Recommendations

Archives of Business Research ◽

10.14738/abr.92.9677 ◽

2021 ◽

Vol 9 (2) ◽

pp. 41-59

Author(s):

Ngatno Ngatno ◽

Endang P Apriatni

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Strong Relationship ◽

Moderating Effect ◽

Equation Modeling ◽

Brand Experience ◽

User Group ◽

The Status ◽

The Relationship ◽

Brand Satisfaction

The purpose of this study was to examine the moderating effect of the status of using the product on the relationship between brand experience, satisfaction, loyalty and brand recommendation. Structural equation modeling (SEM) with multi groups was used for data analysis. The results of this study indicate that there is a strong relationship between brand experience, satisfaction, loyalty and brand recommendation. The effect of brand experience and brand satisfaction on WOM recommendations was higher in the new user group than in the established user group. While the effect of brand loyalty on WOM recommendations was higher for established users than for new users. The effect of brand experience on brand satisfaction was greater for established users than for new users. While the effect of brand experience on brand loyalty was greater in the new-user group, it was not significant. Finally, the effect of brand satisfaction on brand loyalty was greater for established users than for new users.

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Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

Journal of International Commerce Economics and Policy ◽

10.1142/s1793993321500071 ◽

2021 ◽

pp. 2150007

Author(s):

Harpuneet Singh Kohli ◽

Sujata Khandai ◽

Renu Yadav ◽

Sonia Kataria

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Equation Modeling ◽

Brand Experience ◽

Brand Love ◽

Behavioral Loyalty ◽

Attitudinal Loyalty ◽

Fashion Apparel ◽

The Relationship ◽

Brand Hate

Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

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The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation

Management Decision ◽

10.1108/md-09-2018-1055 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Yucheng Zhang ◽

Jing Li ◽

Chih-Hsing Liu ◽

Yimo Shen ◽

Guiquan Li

Keyword(s):

Intrinsic Motivation ◽

Brand Equity ◽

Structural Equation ◽

Mediating Effect ◽

Equation Modeling ◽

Future Research ◽

Content Type ◽

The Relationship ◽

Night Markets ◽

Research Studies

PurposeResearch on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.Design/methodology/approachIn this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.FindingsThe SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.Research limitations/implicationsThere may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.Originality/valueThis research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

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Global brands or local heroes?: evidence from the Spanish beer market

British Food Journal ◽

10.1108/bfj-07-2013-0174 ◽

2015 ◽

Vol 117 (2) ◽

pp. 565-587 ◽

Cited By ~ 13

Author(s):

Cristina Calvo Porral ◽

Jean-Pierre Levy-Mangin

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Design Methodology ◽

Equation Modeling ◽

Specific Knowledge ◽

Content Type ◽

Four Dimensions ◽

Global Brands ◽

Global Brand

Purpose – The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market. Design/methodology/approach – For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained. Findings – The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands. Originality/value – This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world.

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The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

Sustainability ◽

10.3390/su12072956 ◽

2020 ◽

Vol 12 (7) ◽

pp. 2956 ◽

Cited By ~ 5

Author(s):

Sujin Bae ◽

Timothy Hyungsoo Jung ◽

Natasha Moorhouse ◽

Minjeong Suh ◽

Ohbyung Kwon

Keyword(s):

Cultural Heritage ◽

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Mixed Reality ◽

Equation Modeling ◽

Factors Affecting ◽

Brand Association ◽

Experience Survey ◽

Visitor Attractions

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

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From e-Commerce Overall Quality to e-Loyalty: A Purchase-centred Framework

Journal of Information Technology and Computer Science ◽

10.25126/jitecs.202051169 ◽

2020 ◽

Vol 5 (1) ◽

pp. 86

Author(s):

Fakri Fandy Nur Azizi ◽

Ismiarta Aknuranda ◽

Herman Tolle

Keyword(s):

Customer Loyalty ◽

Structural Equation ◽

Online Survey ◽

Perceived Value ◽

Perceived Usefulness ◽

Equation Modeling ◽

Research Findings ◽

Customer's Loyalty ◽

The Relationship ◽

Percent Response Rate

The e-commerce market becomes one of the markets with the most promising growth. A number of studies on e-commerce have been investigated, but only a little attention is paid to the factors that may create e-commerce customer loyalty, even though customer loyalty is one of the primary keys to improve the performance of e-commerce businesses. This research offers a conceptual model focused on purchases to investigate the factors that affect customer's loyalty and when it is formed. Specifically, this paper intends to examine the relationship between the e-commerce overall quality on the perceived usefulness, perceived value, satisfaction and trust. This paper also verifies the relationship between perceived usefulness, perceived value, satisfaction and trust in the e-loyalty. The method of online survey is used for the data collection. From 1457 of the distributed questionnaires, 960 were completed and returned, resulted 65.8 percent response rate. The data is then analyzed using the Structural Equation Modeling (SEM) method. The research findings contribute to filling the knowledge gap regarding the defining factors of customer loyalty which may help the e-commerce provider in developing e-loyalty to increase e-commerce profitability.

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Peran kepercayaan merek sebagai variabel mediasi pada hubungan kepribadian merek halal dan loyalitas merek

Jurnal Manajemen Maranatha ◽

10.28932/jmm.v21i1.4066 ◽

2021 ◽

Vol 21 (1) ◽

pp. 45-54

Author(s):

Mirza Putri Andita ◽

Sulastri Sulastri ◽

Zakaria Wahab

Keyword(s):

Customer Loyalty ◽

Brand Loyalty ◽

Structural Equation ◽

Sampling Method ◽

Brand Personality ◽

Equation Modeling ◽

Brand Trust ◽

Online Questionnaire ◽

Global Brands ◽

The Relationship

Customer loyalty is currently becoming one of the crucial things for the company to survive in competitive markets. Globalization causes imported cosmetic products from global brands can enter other countries’ markets easily. Nowadays imported cosmetic brands from other countries such as USA, South Korea, and Japan come and take a huge of Indonesia’s skincare market share. This change becomes threat for local cosmetics brands in Indonesia such as Wardah. This study was conducted to analyzes whether halal brand personality affects brand loyalty. This study also analyzes whether brand trust can mediate the relationship between halal brand personality and brand loyalty. The sampling method used in the study is non-probability sampling with snowball technique. The data in this research were obtained by distributing an online questionnaire to 111 respondents who were Wardah’s face skincare consumers and had shopped at least twice in the last 1 year (January 2020-July 2021). The data of this study were analyzed using Structural Equation Modeling method with SmartPlS 3 software. The results of this study indicate that halal brand personality has positive and significant effect on brand loyalty, brand trust has positive and significant effect on brand loyalty, and brand trust successfully mediates the relationship between halal brand personality and brand loyalty. This study provides new insight which suggests marketers develop branding strategies in order to strengthen brand trust which leads to maintaining customer loyalty.

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