Effects of Service Brand Identity Building on Brand Performance in the Insurance Sector of Kenya (original) (raw)
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2023
Brand identity helps a company`s product stand out in a crowded market. It creates a unique identity that customers can easily recognize and differentiate from competitors. A strong brand identity enables customers to connect with a product on a personal level and can influence customers` purchase decisions because customers are more likely to choose a product with a brand they are familiar with. The main purpose of this study was to explore the effects of brand identity on customer buying decisions. Specific objectives of the study were to find out the effects of brand image on customer buying decisions, to assess the relationship between brand packaging design and customer buying decisions and to determine the effect of brand quality on customer buying decisions. The target population of this research were people from the general public in Kenya who are customers of Del Monte Company products in Kenya. Questionnaires were distributed to 100 customers of Del Monte Company for the collection of data using the purposive sampling method. The study revealed that the three dimensions of brand identity, that is, brand image, brand packaging design, and brand quality, have positive and significant correlations with customer buying decisions as follows: r = .548, P < .05, (r = .642, P < .05) and (r = .437, P < .05) respectively. Regression outputs also showed that customer buying decisions correlates highly with brand identity measures with R=.644 and R2 =.441. The study concludes that product brand identity is vital to attracting and retaining customers.
Effects of Service Brand Personality on Brand Performance in the Context of Kenya's Insurance Sector
2016
Authors in the brand management research have emphasized on the need for branding research across a variety of cultures, industries and product/service categories to guide marketing practitioners on brand personification activities, yet the empirical relationship between brand personality and brand performance remains largely under-researched especially in developing economies. The purpose of this study was to evaluate the perceptions of marketers on their companies' brand personalities and examine the effect of the brand personalities on brand performance in the insurance services sector in Kenya. Through a quantitative social survey on a sample of 214 insurance entities, the study reports that service brand personality has a positive and significant effect on customer-based and financially-based brand performance measures as well as composite/overall brand performance despite having a non-significant effect on employee-based performance measures. These results affirm the propo...
Brand Identity and Customers Loyalty: Evidence from the Nigeria Telecommunication Industry
2015
The main thrust of this study is to investigate the relationship between brand identity and customers loyalty in the context of Nigeria telecommunication industry. Through mixed sampling method, primary data were obtained from a survey of 207 customers drawn from four major telecommunication companies that are operational in AkwaIbom State. The data were analysed using descriptive and inferential statistics. From the regression and results of correlation analysis, we found out that there is a strong positive and significant relationship between brand identity and customers loyalty. Based on this finding, we recommend among others the need for identity management combined with various promotional packages as a means of enhancing sustainable customer loyalty among consumers in the telecommunication industry.
Factors Influencing Customer-Based Brand Equity in the Ethiopian Insurance Industry
Factors Influencing Customer-Based Brand Equity in the Ethiopian Insurance Industry, 2015
Even though the Ethiopian insurance industry is still dominated by the state-owned insurance company, the competition among private insurance companies together with the industry giant has become intense, leading companies to differentiate their offering from those of their competitors for them to maintain their current positions as well as to sustain a significant amount of market share in the ever-growing insurance industry. Meanwhile, the objective of this paper is to investigate brand equity dimensions and the creation of brand equity, thereby providing a conceptual framework for deeply understanding consumer-based brand equity related to the Ethiopian insurance industry. Given that, this study employed Structural Equation Modeling (SEM) to analyze factors influencing Customer-Based Brand Equity in the Ethiopian Insurance Industry using Aaker’s well-known conceptual framework, which comprises four exogenous variables: Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty and one endogenous variable: Brand Equity. A sample of 400 respondents(customers)are selected using the quota sampling method from the five insurance companies, which constitute around 70% of the market share (EIC, Awash, NIB, Africa, and Nile Insurance) proportional to their market share and from the quota, respondents are selected on judgmental basis. The findings provide strong support for hypothesis 3 and hypothesis 4, which indicated the positive and direct role of perceived quality (β=0.48, P<.001) and brand loyalty (β=0.34, p<.001) in affecting brand equity. Therefore, for a competitive industry such as insurance, the key is to create a unique, distinctive, and superior quality to provide customers with a reason to buy the brand, then work to keep their loyalty and gain repeat business. On the other hand, both brand awareness (β=0.01, p<.05) and brand association (β=0.07, p<.05) are found to have very low parameter estimates. Therefore, it can be concluded that they did not have a direct significant influence on brand equity. However, as can be seen from the correlation analysis the intercorrelation between brand awareness to perceived quality and brand loyalty and between brand association to perceived quality and brand loyalty is positive and statistically significant. Accordingly, we can understand that brand awareness and brand association might be antecedents of brand equity by affecting perceived quality and brand loyalty. Key Words: Brand, Brand Equity, Customer-Based Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Overall Brand Equity
Brand Equity and Loyalty among Account Holders at Unaitas Sacco, Nairobi City County, Kenya
Unaitas Sacco is faced by competition from the dominant brands such as commercial banks and micro-finance institutions with facilities throughout the country hence affecting loyalty among account holders in Unaitas Sacco. This is due to the fact that there are so many products and as such, consumers are highly influenced by perceptions on brand and other product attributes. This study therefore is aimed at establishing the effects of brand identity on brand loyalty among account holders in Unaitas Sacco in Nairobi City County, Kenya. The study was guided by the following theories; brand equity theory, consumer utility theory and theory of reasoned action. The study employed a descriptive explanatory research design. The study targeted all the 106,357 registered customers of Unaitas Sacco, Nairobi City County, Kenya. The study used stratified sampling method to come up with a sample of 384 respondents. The collection of primary data was achieved by the use of questionnaire. The study incorporated a test-retest procedure during testing of reliability. Content validity was used by the study. The data collected was analyzed using descriptive statistics (measures of central tendency and measures of variations) to achieve the objectives of the study. The quantitative data generated was analyzed with the help of Statistical Package for Social Sciences (SPSS) version 20 and multiple regression. Inferential statistics was applied by the use of regression model of which findings were presented using tables, frequencies and percentages. The study concluded that Unaitas Sacco has a unique name differentiated from other brands, Unaitas Sacco logo is well designed and articulated, and that a unit increase of brand identity variable would lead to a positive increase in brand loyalty.