International Review of Management and Marketing Brand Equity and Brand Loyalty: New Perspective (original) (raw)

Brand Equity and Brand Loyalty: New Perspective

2016

Several studies have examined the antecedents of brand loyalty, whereas little research mentioned in political marketing context. This research empirically aims to investigate the relationship between multi dimensions of brand equity and loyalty to party brand among Jordanian voters in order to address the mixed results in earlier researches and to close this gap in literature of marketing. The research applies Partial least squares structural equation modeling (PLS-SEM) techniques to a sample of 208 voters to test hypothesized relationships. Interestingly, the findings show that there is a positive support for two of hypotheses, meanwhile the others rejected.

Antecedents of Brand Loyalty: An Empirical Study from Pakistan

international journal of research in computer application & management, 2013

The purpose of this research paper is to present the role played by the Brand commitment, brand trust, brand attachment, perceived quality and customer satisfaction. The present study was performed to illustrate the involvement of the cognitive and affective variables and also the variables of perceived quality and customer satisfaction in the building and formation of the brand loyalty. The scale is developed to measure the brand commitment, brand trust, brand attachment, perceived quality and customer satisfaction. The paper takes the forms of descriptive research. The current study used a sample of 150 customers from three different cities. The constructs in this study were developed by using the measurement scales which are taken from the past studies. The data was analysis by using SPSS. The tool of this study was evaluated for reliability. The result shows that these cognitive and affective variables are reliable. The result also shows that the brand trust has significantly impact on the brand commitment and also has a positive impact on brand loyalty. Further research in the article should try to examine the cognitive factors as a better knowledge .There are some limitations in this study and also the results of this studies indicates direction for adopting the further research which enhance the brand loyalty efficiently. The link of the perceived quality and brand loyalty needs to be investigated efficiently. The contribution of this research paper or article is that it provides the great important insights which played a magnificent role in the development and measurement of the factors or variables.

An Empirical Investigation on the Effect of Brand Loyalty

Journal of Management Sciences, 2015

This paper examines how satisfaction, brand image, price, packaging and perceived quality influence brand loyalty. A self-administered questionnaire through mall intercept method was used for survey purpose. Valid sample size was 300 comprising all adults and both genders. The constructs used in this study had established reliabilities. After ascertaining the normality of data a typical multiple step procedure was adopted which is inclusive of identifying outliers, ascertaining normality of the data, reliability analysis, validity analyses, CFA for all the constructs through structural equation modeling (SEM), and testing the overall model through SEM. Derived hypotheses results were assessed on SEM's output that is standardized regression estimates (SRE) and critical ratios. Price was the strongest predictor of brand loyalty followed by packaging and satisfaction. Company image and perceived quality had no relationships with brand loyalty. Some of the findings of this study are consistent with the earlier studies, while others are inconsistent to earlier research. Implications for managers were drawn from the results.

The Relationship between Brand Equity Dimensions and Customers' Different Associations of Brand

2012

The present research aims at investigating the relationship between brand equity dimensions and customers' different associations of brand. From the method point of view, the present study is an analytical survey, and from the type point of view it is descriptive-analytic. The aim of the study is applied (developmental). The statistical population of the study includes all women having cell phone in Tonekabon (Iran). Multi stages cluster method was used for sampling. Applying formula 1, (Cochran formula) the sample size of 384 persons was obtained. Variance Analysis and Pierson were used to test hypothesizes. Findings of research indicate that there is no meaningful difference between different associations of brand and marriage status, level of education, job position, monthly income, cell phone ownership and cell phone buyer. Also there is meaningful direct correlation between different associations of brand and brand equity dimensions but there is no meaningful correlation be...

Factors in Shaping Political Human Brand Equity in Pakistan

International Journal of Management Research and Emerging Sciences , 2024

Current research is divided into two parts first is to study the direct impact of political engagement on political brand knowledge and political brand loyalty. The second is to study the relationships among the dimensions of voter-based political brand equity grounded on the customer base brand equity model. Even though the model has been presented in the past the relationship among the variables was missing. This study fulfills not only this gap but goes one step ahead to provide the strength of significant relationship among the variables in this model. The research informants were recruited from 15 different cities in Pakistan. Quantitative data were obtained through direct and online surveys from 1151 voters; the stratified sampling method is used. Data were analyzed using SPSS 23 and AMOS 23 structural equation modeling software. Results show that Political engagement is the stimulus factor that directly influences the constructs of political human brand knowledge indirectly influences political human brand loyalty. It also demonstrates that political engagement is a direct predictor of political human brand loyalty. The finding of this study is valuable as a reference for mapping political perception, helping marketing managers to invest in engagement activities and brand knowledge programs during the voting season to improve voters' perceptions. The political candidates and their parties should emphasize creating, developing, and maintaining brand engagement activities for brand awareness and brand associations. This could increase the voter's loyalty towards the political party in the elections. Researchers can gain an understanding of how political engagement relates to dimensions of the voter-based political human brand equity model and how dimension in the model relates to one another to build strong brand loyalty.

Critical Review of Literature on Brand Equity and Customer Loyalty

International Journal of Business, Economics and Management, 2020

Brand equity is recognized as the driving force of customer loyalty in the competitive firms operating in the changing business environment. The culture of attracting and retaining customers is dependent on which organization can enhance the value of their products to conform and exceed customer needs. By extension, brand equity is regarded as a multi-dimensional facet that comprise of brand loyalty, brand awareness, brand association, perceived quality, brand association and proprietary assets. Theories and models which have been discussed extensively and inform the basis of arguments of this study include; brand equity theory, consumer utility theory, customer based brand equity model, service branding dominant logic model and brand evolution model. Despite conflicting ideologies and evolving nature of brand equity based on psychological aspects of consumers like attitudes and perceptions, it is noted that that there is a positive correlation between brand equity and customer loyalty. Based on the existing literature, it can be concluded that brand equity is the only strategic marketing initiative companies can enhance customer relations and sustainability. Therefore, it is recommended that companies should always strive to enhance their image in the mind of consumers by repositioning their brands in the market. Contribution/Originality: This study contributes to existing literature by developing the link between brand equity, company attributes, customer attributes and customer loyalty. 1. INTRODUCTION In a world of global competition and changing consumer needs, brands have continued to remain strategic drivers among competitive firms operating in the global and local marketplaces (Kapferer, 2008). Organizations are using brand management strategies to achieve their goals in the changing business environment (Kotler & Keller, 2009). Increased competition in multiple industries has resulted to enhanced brand management techniques which focus on enhancing customer loyalty (Martens & Hilbert, 2011). With changing customer needs and wants, brand management has continued to evolve since 1980s. Companies operating in the 21 st century have continued to invest in brand management in order to increase their productivity. Calvo and Calvo (2012) suggest that a brand is understood by customers based on different perspectives that range from psychological aspects and organizational attributes. Product and services can receive a distinct identity in the mind of consumers by fulfilling the expectations of the consumer. Argues that consumers are likely to have a permanent memory stick of brands that exceed their expectations and vice versa. Internal and external stakeholders are likely to have a strong attachment

Determinants of Brand Loyalty in the Cola Industry of Pakistan: A Case Study of Pepsi Cola

Sukkur IBA Journal of Management and Business

The study has been comprehensively designed to understand the influence of customer satisfaction on brand loyalty. Whereas, customer satisfaction with the influence of brand personality as both the rivalry brand has significantly different positioning and personality. However, the study has purposefully incorporate brand attachment, brand trust and brand commitment as determinants of brand personality. Total 503 responses were collected using convenience sampling technique from the consumer market of Karachi, Pakistan. Primary data have been gathered with the help of quantitative five-point Likert scale questionnaire adapted from various past literature. The study has used Covariance-Based (CB) SEM model is used as data analysis method using SPSS-AMOS Version 22. The results showed that brand attachment, brand trust, and brand commitment have positive and statistically high impact on brand personality. Moreover, brand personality affects customer satisfaction positively and signific...

The Effect of Consumer-Based Brand Equity and Satisfaction on Loyalty: An Empirical Study

Jurnal Economia, 2019

Economic growth in Indonesia encourages the growth of many industries. Specifically, the food and beverage industry has grown significantly in Indonesian economics. Coffee shops with foreign or local brands are growing and competing for having customer loyalty. Many research has been conducted to examine customer loyalty in a particular coffee shop. However, little research has been focused on comparing both local and foreign brand names of the coffee shop. The comparative study is needed to understand whether foreign or local brand names matter in predicting both customer satisfaction and loyalty. This research uses a quantitative paradigm using descriptive research type. The object of research is Starbucks (foreign brand) and Djournal Coffee (local brand). Data were collected through questionnaires distributed by applying judgemental sampling. Data analysis was conducted by using structural equation model (SEM). In this study, there are two unsupported hypotheses namely (1) the relationship between the ideal self-congruence and customer satisfaction, and (2) the relationship between brand identification and customer satisfaction. The study also provides theoretical contributions, managerial implications and suggestions for further research.

Factors Influencing Brand Loyalty in Durable Goods Market

Industrial sector plays radical role in the economic development around the world. However, in Jordan, this vital sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty. Brand loyalty is still a researchable area. Brand loyalty has become a vital strategy and has greatly contributed to brands success. Brand loyalty is affected by many variables. This study aims at identifying the impact of brand awareness, image and perceived quality in building loyalty towards the durable goods brand in Jordan since there is a debate in the literature about the significant relationship between these constructs on brand loyalty. Therefore, two-hundred valid surveys were obtained from the customers in Jordan. Data were analyzed using PLS-SEM technique. This study found direct significant relationships among the tested constructs. Finally, it introduces a number of recommendations and set of directions for future research.

The Impact of Brand Equity on Brand Loyalty: The Mediating Role of Customer Satisfaction

The study investigates the impact of brand equity on brand loyalty with the mediation of customer satisfaction in restaurant sector of Lahore, Pakistan. The study uses seven dimensions of brand equity, which include physical quality, staff behavior, ideal self-congruence, brand identification, life style-congruence, trust and environment. Questionnaire has been used to collect the data from the customers using restaurants as a choice for their food demand. The data has been collected from 400 respondents and analyzed through SPSS and AMOS. All hypotheses have been supported except last hypothesis which has been partially supported. The effect of life style-congruence and environment has not been fully mediated by customer satisfaction and has proved insignificant, therefore these two variables have been dropped from modified model fit. It has found that the effect of physical quality, staff behavior, ideal self-congruence, brand identification and trust on brand loyalty has been fully mediated by customer satisfaction in case of Lahore. The study will enable the managers to change policies and to train the staff so they can satisfy the customers which in turn would make customers loyal with the organization. The study is limited only to the fast-food restaurants situated in the city of Lahore only. Future studies can be conducted across different type of businesses and cultures. This paper provides a basis to study the effect of trust on brand loyalty with mediation of customer satisfaction and offers practical help for managers to train employees which could enhance customer satisfaction and loyalty.