The Analysis Effect of Brand Identity and Brand Image toward Brand Satisfaction and Brand Loyalty of Chocolate Product in Samarinda

This study aims to analyze the effect of brand identity and brand image on brand satisfaction and brand loyalty of silverqueen chocolate products in Samarinda City. A quantitative approach using path analysis processed with IBM SPSS 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. A total of 132 respondents who had consumed Silverqueen chocolate in Samarinda were the samples in this study. The measurement scale uses a Likert scale with a score of 1 - 5. In the beginning, validity and reliability tests are carried out on the research instrument, then estimation tests and structural model fit tests are conducted. The results showed that brand identity and brand image had a significant effect on brand satisfaction and had no significant effect on brand loyalty. Likewise, brand satisfaction has no significant effect on brand loyalty. The results of this study state that brand variables that affect brand satisfaction will not automatically encourage brand loyalty.

A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges

Objective - In an increasingly changing and dynamic South African higher education landscape, institutions must communicate their brand to stakeholders to perceive the institution as offering quality services,to have a loyal stakeholder. However, thereseemsto be little attention devoted to the influence of brand communication, brand satisfaction and service quality on brand loyalty in higher education, particularly in the Technical and Vocational Education and Training (TVET) sector. Considering this view, and noting that prior research on brand loyalty in the service sector has shown a connection between brand communication, service quality, brand satisfaction and brand loyalty, it is unknown if a similar correlation is found in the South African TVET sector. Therefore, it is necessary to investigate Generation Y students' views of brand communication, brand satisfaction and service quality in the TVET sector throughout the Gauteng Province of South Africa.As a result, this paper summarises the findings of a pilot study to establish the validity and reliability of a questionnaire used to examine Generation Y students' perceptions of brand communication, brand satisfaction and service quality related to brand loyalty in Gauteng TVET colleges. Methodology/Technique - The variables for the paper were derived from previously established questionnaires. A section of the questionnaire asked students about their views of a TVET's brand communication. Additionally, there were questions concerning the quality of service, brand selection and brand loyalty. Finally, all scale items were modified to be more contextually relevant.The questionnaire used a six-point Likert scale, with 1 indicating strong disagreement and 6 indicating strong agreement. The questionnaire was piloted with a convenience sample of 50 students not included in the primary study's sampling frame. Finding - The overall number of respondents (46) was insufficient to undertake extensive statistical testing. As a result, only frequency and correlation coefficients were computed. Correlation analysis revealed a substantial association between brand loyalty and the variables that influence it. All had a strong association between brand loyalty and brand communication, service quality and brand loyalty and satisfaction. Additionally, there were substantial correlationsbetween service quality and brand satisfaction and between service quality and brand communication. Correlation coefficients between constructs ranged from 0.294 to 0.781. This demonstrates that these constructs do not correspond to the same concept. As a result, all construct items were kept for use in the main study. Novelty - The results from the pilot study provides preliminary support for the hypothesised relationship between brand loyalty and its predictors. Marketers and service organisations need to recognise that the future patronage of a service organisation depends on loyalty. Type of Paper - Empirical Keywords: Brand Communication; Service Quality; Brand Satisfaction; Brand Loyalty; Technical and Vocational Training JEL Classification: M31, I23, I29

Amidst COVID – 19 Pandemic: How to Gain Customer Advocacy for Indonesian Online Marketplaces Selling Luxury Products?

Amidst the prolonged COVID - 19 Pandemic, Indonesian online marketplaces selling luxury brand products have been experienced a decrease in their market share, while on the other side, Indonesian online marketplaces selling standard products have been experienced a bullish position with their extraordinary increase of market share. In this research, we tried to examine the impact of brand satisfaction on customer advocacy with brand loyalty as both mediating and moderating variable and luxury brand attachment as mediating variable. Our focus in this research was on Indonesian marketplaces selling luxury brand products during this terrible pandemic, COVID - 19 Pandemic. We examined 108 customers who had purchasing experiences on luxury-brand sports shoes at Indonesian online marketplaces. In choosing our respondents, we used a non-probability sampling technique, the purposive sampling method. To analyze our hypothesis, we used a qualitative approach, which is path analysis. The results show that luxury brand attachment has a significant positive effect on brand loyalty, brand loyalty has a significant positive effect on customer advocacy, both mediated by brand loyalty and luxury brand attachment, and brand loyalty strengthens the impact of luxury brand attachment on customer advocacy. From that findings, we suggest that Indonesian online marketplaces that sell luxury brand products should increase their brand satisfaction through customer loyalty and luxury brand attachment to gain higher customer advocacy during and post COVID - 19 pandemic

Predictors Of Brand Loyalty With Technical And Vocational Education Training Colleges İn Gauteng: Results Of A Pilot Study

According to Akoojee and McGrath (2008:132), TVET colleges are required to build institutions that are attuned better to satisfy the needs of the stakeholders through their brand. Very few TVET colleges have attracted stakeholders without proper brand communication and service quality (Beneke & Human 2010: 437). In most TVET colleges, very little is done to communicate the brand to stakeholders, which may be a direct result of the lack of proper brand communication and service quality (Azoury, Daou & El Khoury 2013:5). In an increasingly changing and dynamic South African higher education landscape, it is imperative for institutions to communicate their brands to stakeholders in such a way that these stakeholders perceive the institution as offering quality service in order to have a satisfied stakeholder who is loyal to the institution. However, there appears to be little attention paid to effects of brand communication, service quality and brand satisfaction on brand loyalty in the tertiary education sector, especially in the Technical and Vocational Education Training (TVET) sector. This study was conducted in Nigeria. In light of this view, and given previous research on brand loyalty in service industries identifying a relationship between brand communication, service quality, brand satisfaction and brand loyalty, it is unclear whether such relationships exist in the South African TVET sector. Therefore, there is a need to examine Generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in TVET colleges in Gauteng. Consequently, this research study reports on the findings from a pilot study conducted to determine the legitimacy and reliability of the measuring instrument being employed to examine Generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in TVET colleges in Gauteng. Keywords: Brand Loyalty, Brand Communication, Service Quality, Brand Satisfaction

Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands

PurposeThis study, based on craft beer brands, aims (1) to explain the importance of four brand authenticity dimensions (continuity, originality, reliability and naturalness) in consumers' perceptions of brand image; (2) to verify if the brand–consumer emotional relationship (brand love) is enhanced by the consumer's perceptions of the brand's image; (3) to verify if the consumer's perceptions of the brand's image increase brand satisfaction; and (4) to verify if brand satisfaction increases brand love.Design/methodology/approachData were collected from consumers of different craft beer brands to evaluate the assumptions underlying the proposed conceptual model. In total, 175 questionnaire responses were used, and the model was estimated through structural equation modelling (SEM) with partial least squares (PLS).FindingsThe results confirmed that brand authenticity is a strong antecedent of the brand image of craft beers, and that brand image affects both consumer brand satisfaction and brand love. The effect of brand satisfaction on brand love has also been confirmed. Craft beer brands should aim to attract more fan-consumers, i.e. consumers who seek an emotional relationship that manifests itself in affection, beauty, well-being and long-term commitment. Fan-consumers give their hearts/love and recommend the brand.Originality/valueThe paper tries to fill two gaps in the literature. First, we make the initial empirical application of the Bruhn et al. (2012) scale and verify its adequacy in this context. Second, this is the first time that the model's design has been validated. The results allow us to confirm that authenticity is an antecedent of brand image, and its simultaneous impact on the consumer's brand love for, and satisfaction with, craft beer brands.

Tourists’ interpretations toward tourism destinations: viewpoint to apply locus of control theory

Purpose Studying tourist behavior provides the privilege of diverging in the competition between destinations to attract tourists. Previous studies have explored the effects of tourist behavior on brand satisfaction, attachment and loyalty. However, there is a lack of studies that investigated the intuition behind shaping tourist behavior. To address this issue, this study aims to contribute to providing a viewpoint to apply locus of control (LOC) theory in the tourism context. LOC studies how individuals believe in controlling their feelings and judgment toward events.

Brand love: conceptual and empirical investigation of a holistic causal model

Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love. Using both qualitative and quantitative approaches, the authors propose and test seven antecedents (including three mediators) and four consequences: Functional and sensory brand uniqueness emerge as indirect antecedents of brand love; brand satisfaction, brand fit with the inner self, and personal experiences are direct antecedents. Contrary to expectations, communicative uniqueness and brand pleasure are not influential factors. This study also verifies four desirable behavioral consequences of brand love: brand loyalty, willingness to pay a price premium, word-of-mouth intentions, and forgiveness of brand mistakes. These findings offer several theoretical and managerial implications.