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The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective
Abstract
Branding research has largely focused on consumer goods markets and only recently has attention been given to business markets. In many business markets the company's reputation has a strong influence on buying decisions which may differ from the more specific product related influence of the brand's image. In this paper we investigate these differences by testing the hypotheses about the influences of brand image and company reputation on customers' perceptions of product and service quality, customer value, and customer loyalty in a business market where there are three manufacturers marketing their brands directly to a large number of small firms. The results indicate that the brand's image has a more specific influence on the customers' perceptions of product and service quality while the company's reputation has a broader influence on perceptions of customer value and customer loyalty.
... A stronger brand reputation would elicit more confirmation of superior quality [74]. For sure, even in an essentially earlier period, for example, it was once commonly referred to: "Purchase bosses favor IBM PCs to unbranded, high-quality different choices." ...
... Three brand-material examinations itemized were conducted before 1990 [74]. These three examinations are based mainly on issues, including the brand-naming part and its impact on promoting practices like arranging and headway. ...
This thesis report encompasses a comprehensive collection of research projects that
contribute to the advancement of software engineering in various domains. The projects
undertaken in this study are diverse and address critical challenges faced by the soft-
ware industry, with a focus on requirements management, log analysis, testing processes,
marketing-mix influence, project management, and quality assurance in education.
The first project presents a hybrid approach aimed at overcoming requirements chal-
lenges in the software industry. By combining different methodologies and techniques,
this approach offers a robust and adaptable framework for effectively managing require-
ments throughout the software development lifecycle.
The second project focuses on developing a system that utilizes machine learning
techniques to analyze logs from a given system. By leveraging the power of artificial
intelligence, this system enables efficient and accurate log analysis, leading to improved
system performance, debugging, and troubleshooting capabilities.
In the third project, an innovative unified testing process framework is proposed for
small and medium-sized tech enterprises. This framework incorporates the principles of
the CMMI-SVC model to enhance the maturity of the software testing process, thereby
ensuring higher-quality software deliverables.
The fourth project investigates the influence of marketing-mix efforts on brand equity
in the Bangladesh software industry. By conducting an in-depth analysis of marketing
strategies and their impact on brand equity, valuable insights are obtained for software
companies to optimize their marketing initiatives and strengthen their brand positioning.
The fifth project introduces a hybrid project management model tailored specifi-
cally for software quality improvement in startup tech companies. This model integrates
various project management approaches to foster efficient resource allocation, risk man-
agement, and quality assurance practices, thereby enhancing overall project success and
product quality.
Lastly, a quality assurance model is proposed to facilitate education and equality in
Learning Management Systems (LMS). This model emphasizes the importance of en-
suring equal access to education and the provision of high-quality learning experiences
through effective quality assurance practices within LMS platforms.
Collectively, these projects contribute to the advancement of software engineering by
v
addressing critical challenges, introducing novel methodologies, and promoting excellence
in various areas of software development. The findings and insights from these projects
can serve as valuable resources for researchers, practitioners, and decision-makers in the
software industry seeking to enhance their processes, improve product quality, and drive
organizational growth and success.
... The green brand image (GBI) refers to collecting customers' beliefs and associations about a company, specifically related to its environmental commitments and concerns (Cretu & Brodie, 2007). The assessment of the environmentally friendly brand image comprises these components: the brand is considered the most reliable standard for environmental commitments; the brand demonstrates professionalism in terms of environmental reputation; the brand achieves success in ecological efficiency; the business has successfully established itself in effectively handling environmental concerns; and the brand is considered reliable in completing its environmental commitments (Chen, 2010). ...
... These variables were adopted from Kumar's study (2015). The GBI construct was measured by five variables, which were adopted from the study of Chen (2010), Cretu and Brodie (2007), and Padgett and Allen (1997). ...
Research on environmentally conscious consumer behaviour requires particular attention to Asian markets. Although Vietnam is an Asian developing nation with a noted environmental conscience, little is known about their green product purchase habits and decisions. Thus, the goal of this study is to investigate the factors influencing Vietnamese consumers' decisions regarding purchasing green products. The study evaluates a collection of theoretically proposed hypotheses using a convenience-based methodology. A 30-variable questionnaire was used to gather information from 347 residents. Exploratory and confirmatory factor analyses were used to analyse the data. The suggested theories were tested using structural equation modelling. The findings demonstrated that the customers were eager to support protecting the environment, aware of their environmental duties, and ready to look for information about sustainable goods. Supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies, social appeal, and green brand image are all recognised as significant variables that have a direct impact on consumers' decisions to buy green products. Additionally, the study discovered that the association between these factors and decisions to purchase green products is mediated by the image of green brands. By investigating the variables influencing Vietnamese consumers' preferences to buy environmentally friendly goods, this study offers insightful information on green purchasing habits in that country. The findings can help marketers create persuasive green marketing campaigns that highlight the environmental, social, and individual advantages aligned with the brand image linked to purchasing green products. These approaches will have positive impacts on their purchase decisions.
... Customers who want to buy frequently from the brand it means that they are satisfied and loyal customers. According to Cretu and Brodie (2007), company reputation plays a vital role in making intention to buy from the company, whereas Gensler et al. (2013) stated that social media influencers play a significant role in making intention within customers. Maximum empirical studies have presented customer satisfaction as having an optimistic association with purchase intent (Baumann et al., 2018;Kim et al., 2024;Rather & Hollebeek, 2021). ...
Prior research has been conducted to investigate the impact of digital marketing on customer satisfaction. Many recent studies have shown the future of digital and social media marketing and their impact on businesses. However, scant research reveals the influence of digital marketing dimensions such as website features, information quality on websites and social media, participatory promotional activities to attract or retain customers, cognition behavior of the customers, and their purchase intent on customer satisfaction and loyalty. The investigation demonstrates how crucial website features, information quality, interactivity, participation, cognition, and purchase intent play in boosting customer satisfaction and loyalty. The reliability, validity, and model fit are all checked using principal component analysis, factor analysis, and regression analysis in SPSS, and structure equation modeling is formed in AMOS. The results revealed a positive relationship between these six dimensions and customer satisfaction and loyalty. The results provide practical insights to academics, digital marketing consultants, and online retailers. The study also emphasizes why this association is essential for optimizing benefits in the digital era. By bridging the gap between these variables and their effect on customer satisfaction and loyalty, the research contributed value to unveiling the secrets of customer satisfaction and loyalty in online retail.
... Sponsorship in these activities has the potential to generate marketing benefits for the sponsoring company and is certainly a more promising method in terms of awareness (Koronios et al., 2022;Dolores et al., 2021;Chadwick et al., 2022). According to Cretu & Brodie (2007) Brand image is a set of consumer beliefs about a particular brand. Brand Image is important and a top priority for business owners. ...
The purpose of this research is to determine the marketing communication strategy of the South Sulawesi Astra Motor Dealer in Building the Honda Brand Image in South Sulawesi through the Makassar PSM Club. This research uses descriptive qualitative using Marketing Mix 7 P. The data collection technique used is observation, face-to-face interviews. and documentation. The results of the research show that the Marketing Communication Strategy of the South Sulawesi Astra Motor Dealer in Building Honda's Brand Image in South Sulawesi through the Makassar PSM Club. The Astra Motor South Sulawesi Marketing Communication Strategy in building Honda's Brand Image through a partnership with PSM Makassar succeeded in increasing the image and sales of the product. Through a 7P marketing mix approach which includes product, price, place, promotion, people, process and physical evidence, Astra Motor utilizes PSM's strong support base to create positive associations with the Honda brand.
... The adaptability of hybrid testbeds to different industrial settings was a recurring theme in the literature. Previous studies, such as those by Cretu and Brodie (2007), also highlighted the effectiveness of hybrid testbeds in evaluating both physical and network-level vulnerabilities. Our findings extend this understanding by showing that hybrid testbeds are particularly useful in testing complex attack vectors across both physical devices and virtual networks, which would be cost-prohibitive or technically unfeasible in a purely physical environment. ...
Industrial Control Systems (ICS) play a vital role in industries such as oil, utilities, and manufacturing, forming the backbone of critical infrastructure. With the increasing integration of network capabilities in ICS, their exposure to cyber-attacks has grown significantly. However, due to the sensitivity of these systems, access to detailed technical information is limited, making cybersecurity research challenging. To address this, researchers have employed various physical, hybrid, and virtual testbeds to simulate and analyze cyber threats. This systematic review, conducted following PRISMA guidelines, aims to evaluate the effectiveness of these testbeds in mitigating cybersecurity risks in ICS, particularly within the context of a clean water supply system. The findings reveal that physical testbeds offer a comprehensive understanding of the behavior and dynamics of ICS components, such as sensors and actuators, under real-world conditions affected by external factors like pressure, temperature, and mechanical wear. However, physical testbeds' high cost and complexity limit their widespread use. While more cost-effective, hybrid testbeds fail to capture crucial physical dynamics, which may lead to incomplete assessments of cybersecurity vulnerabilities. Virtual testbeds provide the most affordable option, offering scalability and ease of implementation. However, they deliver a limited view of ICS operations that can impair the development of accurate detection and prevention mechanisms. The results underscore the trade-offs associated with each testbed type, suggesting that an integrated approach, blending physical and virtual elements, may offer the most effective framework for cybersecurity research in ICS while balancing cost and realism.
... The decisions to purchase by consumers often take place based on the impression of the brand image. A strong brand image positively relates to consumers' willingness to pay premium prices [103]. A distinctive brand image identifies the company and its meaning that takes up a certain place in the mind of the customers and, thus, leads to the future purchases [104]. ...
Corporate social responsibility (CSR) in management domains is a well-known concept that links corporate interests and environmental/community values. CSR is considered a strategic policy that offers environmental and social competitive advantages. Organizations consider that CSR-based goodwill provides a tactical competitive edge and sustainable growth. The goal of this paper is to show how CSR programs affect consumers’ purchasing intention in the context of Pakistan. In addition, the effect of customer awareness has been studied as a moderator between CSR and purchasing intention. To this end, the study has conducted a survey and gathered Pakistani customers’ responses, and structural equation modeling has been used to evaluate the results. The study concludes that CSR activities favorably affect customer purchasing intentions directly as well as indirectly through improving brand image and trust, and customer awareness of CSR activities plays a moderating role. The implications and future research directions are discussed.
... Service innovation has a direct influence on the company's reputation at the Indonesian Islamic Bank, Padang City (Cretu & Brodie, 2007;Feng et al., 2019;Henard & Dacin, 2010). Service innovation plays a pivotal role in shaping the reputation of the Indonesian Islamic Bank (BSI) in Padang City. ...
This research endeavours to examine several key aspects within the context of Bank Syariah Indonesia Kota Padang. The research adopts an associative approach, with a sample size comprising all customers of Bank Syariah Indonesia KK UNP totalling 3500 individuals. The analysis utilizes Partial Least Square (PLS) through SmartPLS 3.2.9 software to scrutinize hypotheses. The findings affirm the positive and significant impact of service innovation on customer decisions and the company's reputation, as well as the mediating role of the company's reputation. The study suggests that future research could explore additional variables or recent errors in BSI services to broaden the understanding of challenges and opportunities in the banking sector.
... Iklan juga memainkan peran signifikan dalam membentuk brand image, karena dapat menciptakan dan memperkuat persepsi tentang atribut, manfaat, dan posisi merek tersebut. (Chauhan, 2023;Vitrika & Susila, 2022;Xu et al., 2020;Surapto, 2020;Sumbly & Siraj, 2019;Zahari et al., 2018;Ashtiani & Bahmanzadeh, 2017;Hyun & Kim, 2011;Bondesson, 2010;Clark et al., 2009;Iwasaki et al., 2008;Homer, 2008;Cretu & Brodie, 2007;Ayanwale et al., 2005;Thomas et al., 1998;Caves & Greene, 1996;Wills & Mueller, 1989;Park et al., 1988;Woodside & Taylor, 1978 Khalili et al., 2013;Ahmad & Butt, 2012). Contoh lainnya, Indomie, produsen mi instan yang sangat terkenal. ...
Menurut Coaker (2021), Espíndola (2020), Arifin dan Fachrodji (2015), Tharpe (2014), mengemukakan bahwa citra merek (brand image) adalah persepsi terhadap merek yang membentuk kepercayaan konsumen berdasarkan informasi dan pengalaman konsumen di masa lalu yang menjadi preferensi konsumen terhadap suatu merek. Kotler, Keller, Brady, Goodman, Hansen (2019) dan Kotler dan Armstrong (2018) menyatakan bahwa merek merupakan elemen utama yang memebentuk hubungan emosional antara perusahaan dengan pelanggannya dan bukan hanya sekedar nama, simbol, gambar maupun identitas saja.
Citra merek adalah komponen penting dari strategi pemasaran perusahaan secara keseluruhan, karena citra merek mencerminkan persepsi dan keyakinan konsumen terhadap suatu merek tertentu. Citra merek adalah sintesis dari semua simbol yang digunakan oleh merek, yang pada akhirnya memainkan peran penting dalam proses pengambilan keputusan pelanggan (Stern et al., 2023; Gómez et al., 2022; Fu, 2022; Lestari et al., 2021; Fauzi et al., 2020; Chaudhuri et al., 2018; Onkvisit et al., 2015; Lee et al., 2014; Latif, 2014; Schroeder, 2008; Adidam, 2007; Nandan, 2005; Graeff, 1996).
... Kesadaran merek dipengaruhi oleh berbagai faktor, yaitu: 1. Kampanye pemasaran yang efektif, seperti iklan dan promosi, dapat secara signifikan meningkatkan visibilitas dan pengakuan merek di kalangan konsumen. (Putrajaya et al., 2023;Azizan et al., 2023;Aulia et al., 2023;Chauhan, 2023;Safinatunnajah et al., 2021;Rajagopal, 2020;Permana, 2019;Alkhawaldeh & Eneizan, 2018;Zahari et al., 2018;Kozielski et al., 2017;Murphy & Silva, 2017;Rossiter, 2014;Shojaee & Azman, 2013;Suresh et al., 2012;Cretu & Brodie, 2007;Korgaonkar et al., 1986). Contohnya yaitu: a. Penggunaan Media Sosial. ...
Kesadaran konsumen terhadap suatu merek (brand awareness) mencakup berbagai asosiasi seperti reputasi, manfaat, dan kualitas. Agar merek lebih dikenal, penting untuk membangun hubungan dengan konsumen yang terkait dengan kesadaran merek, baik itu merek bisnis maupun pribadi (Adiwijaya, McGuinness, Cary, Herjanto, 2021). Keller dan Swaminathan (2019) menjelaskan bahwa kesadaran merek adalah kemampuan konsumen dalam mengenali dan mengingat merek, termasuk elemen-elemen seperti nama, gambar, gaya, dan logo. Kotler, Keller, Brady, Goodman, dan Hansen (2019) menambahkan bahwa kesadaran merek merupakan kemampuan konsumen untuk mengenali dan mengidentifikasi suatu merek dalam pikiran mereka. Menurut Aaker (2020), kesadaran merek adalah kemampuan konsumen untuk mengenali atau mengingat suatu merek berdasarkan kategori produk tertentu. Keller dan Swaminathan (2019) juga menyatakan bahwa kesadaran merek berkaitan dengan kekuatan ingatan konsumen dalam mengidentifikasi merek di berbagai situasi. Wardhana, et al (2021) menyebutkan bahwa kesadaran merek adalah kesadaran konsumen terhadap eksistensi suatu merek dalam kategorinya yang membedakannya dari merek pesaing.
... As a result, brand image as a mediator can enhance the relationship between fan engagement and their loyalty. This means that positive interactions with the team, through the creation of a strong and positive brand image, can more effectively promote both attitudinal and behavioral loyalty among fans (Cretu & Brodie, 2007). Therefore, teams and sports clubs should not only focus on direct O E-ISSN: 3041-8992 interactions with fans but also consistently work on their brand image to reinforce fan loyalty in all dimensions (Barreda et al., 2016). ...
Objective: The aim of this study was to investigate the mediating role of brand image in the relationship between fan engagement and fans' attitudinal and behavioral loyalty. Methodology: In this correlational study, the statistical population consisted of fans of the Iranian Premier Football League. Among them, four teams (Persepolis, Esteghlal, Tractor, and Sepahan) were selected as the top four teams of the 2019-2020 season. Given the unlimited size of the statistical population, stratified random sampling was employed, and the sample size was determined to be 258 individuals. Data were collected using the Fan Engagement with Brand Questionnaire by Desar (2017), the Team Brand by Bauer et al. (2008), and Fan Loyalty, including Attitudinal Loyalty and Behavioral Loyalty (Gladden & Funk, 2001; Stevens & Rosenberger, 2012; Wang et al., 2011). Pearson correlation coefficient and structural equation modeling were used for data analysis. Findings: Fan engagement influences the team’s brand image, and brand image affects both attitudinal loyalty and behavioral loyalty. This study also demonstrated that brand image plays a mediating role in the relationship between fan engagement with the brand and fans' attitudinal and behavioral loyalty. Conclusion: The present study contributes to filling the gap in sports marketing literature by providing a better understanding of what contributes to fan loyalty for professional football teams in the Iranian Premier League. Building on existing sports marketing literature, the model developed in this study enables sports managers to comprehensively measure the relationships between fan engagement, team brand image, attitudinal loyalty, and behavioral loyalty.
... As pointed by Mitra and Jenamani (2020), brand image is understood in consumers' minds through the favourability, strength, and uniqueness of brand associations. Cretu and Brodie (2007) stated that brand image is the picture of a brand in the consumer's mind related to a set of perceptions. Moreover, Shirkavand et al. (2017) consider brand image as a set of perceptions that exist in the user's mind. ...
... Các nghiên cứu gần đây cho thấy HATH có thể đóng vai trò điều tiết trong các mối quan hệ khác nhau. Cụ thể, Su và cộng sự (2016) chỉ ra rằng HATH có tác động điều tiết mối quan hệ giữa SHL và ý định mua hàng của khách hàng (Cretu & Brodie, 2007;Su và cộng sự, 2016), hay LTT của khách hàng (Nam và cộng sự, 2011 ...
Nghiên cứu này đánh giá mối quan hệ giữa trải nghiệm giao hàng chặng cuối, sự hài lòng và lòng trung thành của khách hàng Gen Z trong thương mại điện tử B2C tại Việt Nam, và xem xét vai trò điều tiết của hình ảnh thương hiệu. Nghiên cứu sử dụng phương pháp định lượng bằng mô hình bình phương nhỏ nhất từng phần (PLS-SEM). Kết quả phân tích từ mẫu khảo sát 365 Gen Z tại Hà Nội cho thấy trải nghiệm giao hàng chặng cuối có ảnh hưởng tích cực đến sự hài lòng và lòng trung thành của Gen Z trong TMĐT B2C. Trong khi hình ảnh thương hiệu làm gia tăng mối quan hệ với sự hài lòng, nhưng lại không tìm thấy tác động gia tăng ở lòng trung thành của Gen Z. Một số thảo luận và gợi ý được nhóm tác giả đưa ra cho các nhà quản trị doanh nghiệp.
... individuals may quickly create, edit, and share material with a huge number of other individuals, as Shullich (2011) noted in a recent study. Because customers are able to reach a large audience through social media and play a more active part in the market, these interactions and user-generated content might pose a danger to businesses (Cretu & Brodie, 2007). As a result, people have more power to quickly disseminate accusations or complaints about businesses, which gives such businesses less time to defend themselves. ...
This study sought to understand social media attacks on reputation a case of Family bank, relating to the NYS scandal in November 2016. The objectives sought to establish the perception of the marketing and corporate communication department on the extent to which the Family bank's reputation was impacted by the social media attacks, the severity of these social media attacks on the bank’s reputation, and the strategies Family bank used to salvage its reputation. Census method was used to obtain the sample of 5 respondents, from the marketing and corporate communication department. Purposive sampling method was also used to obtain a sample from the social media page’s posts on Facebook, Twitter, and Instagram. The researcher used the mixed method where interviews were conducted on the respondents and a content analysis on social media posts. The key findings indicated that Twitter reported the highest percentage of negative sentiments of 72%, Facebook second 23% and Instagram 5%. The trending topics on the sidebar of the Twitter interface were found to create public interest and also the ability of users to tweet short texts enabled the numerous negative tweets. Further, Family bank used some of the communication strategies from the Image restoration theory (corrective action and reducing offensiveness) to mitigate the social media attacks. This study recommended that it’s important for a bank to be part of the conversation on social media when faced by social media attacks, to be able to effectively position their brand and salvage their reputation. The study recommends further study on the evaluation of the effectiveness of the strategies used to curb social media attacks.
... In addition, a positive brand image and optimistic attitude of consumers towards the brand results in a positive preference towards the brand for luxury shoes (Ligaraba et al., 2024). Product image has a positive impact on perceived product quality, but this impact is not very strong, while brand image has an impact on perceived customer value and customer loyalty (Cretu & Brodie, 2007). ...
This study explores the impact of product quality on customer satisfaction and loyalty, focusing on three variables: product quality, product quality, and customer loyalty. It aims to understand how these variables influence consumer behavior and provides insights for international manufacturers on improving their product quality strategies. The research also explores the influence of economic needs, psychological factors, social factors, and situational factors on consumer behavior. Consumers prioritize product quality when buying a product at a certain price, and social factors, such as media interactions, play a crucial role in understanding consumer behavior. The increasing prevalence of online shopping has led to consumers using various products to compare product quality. The study reveals that 67% of consumers in Kelantan, especially in Kota Bharu, are influenced by factors such as price, product quality, service, reputation, and product knowledge, contributing to 50% of their purchasing decisions. Product quality is crucial in e-commerce, as it affects customer satisfaction and loyalty. Product image and brand authenticity play a significant role in stimulating purchase intentions in adults.
... The measurement for the perceived price is done by using four items adapted from Sweeney and Soutar (2001) and Feick and Price (1987). For brand image, the measurement is based on five items adapted from Low and Lamb (2000) and Cretu and Brodie (2007 Sample. This research involves people in Indonesia who have purchased at least one luxury fashion brand product before. ...
The fashion industry is one of the world’s largest industries and holds an important part in consumer culture nowadays. This re- search objective is to find the impact of social value and personal value on purchase decisions on luxury fashion brand products. This research is based on Indonesian respondents who have purchased fashion luxury brand products at least once. The total respondent of this research is 203 respondents, which was gathered using online questionnaire. The data was processed using PLS-SEM analysis method to predict the relationship between variables. The finding of this research is product quality in personal value doesn’t affect customer purchase decisions towards luxury fashion brand products, while social value, perceived price, and brand image affect the customer purchase decisions.
... Similarly, to the findings of the research conducted by Asgharian (2012), which proved that customer trust comes before consumer intent to utilize products. Furthermore, with regard to green awareness and green trust, the findings of the study indicate that the brand image of a particular brand and the products that the company produces are related to one another (Cretu, 2007). Customers are more inclined to purchase goods from green brands when they have a positive perception of the products, according to Ko (2013), who also agreed with this statement. ...
... It includes the functional and symbolic attributes associated with the brand, as well as the impressions and feelings evoked by the brand. A positive and strong brand image can influence consumer preference, loyalty, and purchase intention (Cretu & Brodie, 2007). Research shows that a good brand image can increase consumer confidence and help differentiate brands from competitors (Aaker, 1996;Keller, 2003). ...
This study explores the significant role of celebrity endorsement and brand image in influencing consumers' purchase intention for skincare products. The results show that celebrity endorsement effectively attracts customers' attention. Social media platforms like TikTok serve as a means for celebrities to showcase and demonstrate the benefits of the skincare products they endorse. The content uploaded on TikTok arouses consumers' curiosity and desire to purchase the products. A strong brand image is also proven to increase purchase intention. Customers' positive judgments help build a favorable brand image. The TikTok Shop feature facilitates consumers in finding and buying the desired skincare products. Brands with uniqueness in terms of names, logos, colors, and attractive product packaging are more easily recognized and remembered by consumers, encouraging repeat purchases. Demographic data indicates three skincare brands dominate as customers' purchased products, likely due to the support of celebrity promotions and appropriate social media marketing. This finding aligns with previous research stating that celebrity endorsement is a powerful tool for marketers in increasing purchase intention when executed carefully. Brand image mediates the relationship between celebrity endorsement and purchase intention through enhanced perceptions of product quality and value perceived by consumers.
... Berdasarkan hasil dari pernyataan informan menunjukan bahwa ketiga indikator tersebut telah terpenuhi dan hal ini menunjukaan bahwa konsumen loyal terhadap Pamella. Ketika memutuskan melakukan pembelian para konsumen tidak hanya dipengaruhi oleh unsur yang nampak seperti harga dan kualitas, tetapi juga dipengaruhi unsur yang tidak nampak seperti asosiasi merek, citra merek, dan reputasi perusahaan (Cretu & Brodie, 2007). Perusahaan juga perlu mempertahankan keunggulan dibanding dengan pesaing sehingga dapat mempengaruhi loyalitas merek. ...
The more retail businesses in Yogyakarta, the higher the level of competition to attract consumers. This is also felt by Pamella Supermarket, which is one of the retail businesses in Yogyakarta. This research was conducted to find out how Pamella Supermarket's strategy in building brand loyalty. The retail industry is the most competitive industry, this research can help retail companies to develop more effective strategies in winning the competition. The CSR program conducted by Pamella uses the concept of triple bottom line (people, planet, profit). The existence of CSR activities can be considered by the public as a form of concern from the company so that it will increase public trust and increase brand loyalty. This research uses descriptive qualitative method with data collection using interview, observation, and documentation techniques. Data validity techniques using triangulation. The data analysis technique goes through three stages, namely data reduction, data presentation, and conclusion drawing. The results showed that Pamella has a CSR program named Pamella Peduli and has 6 activities that are the focus of its implementation, namely educational assistance, infrastructure, environment, health, humanitarian donations, and community donations. The implementation also involves employees and stakeholders. CSR activities are one of the considerations of consumers, the more companies contribute to social activities, the more loyal customers are to a brand.
... A corporation's "image" is described as a collection of perceptions about a business that are mirrored by the associations that customers have with it (Keller, 1993). Besides, brand image an ensemble of consumer views about a brand which is represented in brand associations (Cretu & Brodie, 2007;Keller, 1993). The term "green brand image" was developed by Chen to mean a collection of brand perceptions of consumers which are tied to environment-related commitments and concerns (Chen, 2010). ...
Purpose – This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study concludes that green promotion is vital in influencing consumers’ trust in the brand, subsequently increasing their loyalty. Research limitations – This study has not categorized the groups of environmentally friendly products used by young Vietnamese to see if there is a difference. Practical implications – These results provide significant implications for brand managers to enhance the effectiveness of WoM. Originality/Value – Green promotion is an effective strategy for brands to regain consumers’ loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.
... Eco brands are defined by [19] as the mental representation of a company connected to a product or service that avoids damaging the environment. While several studies suggest a positive impact of eco brands on consumer purchasing decisions [10], [17], [18], others contend that eco brands only have a small effect on influencing consumer behavior [13]. ...
... The success of a container food court depends on public perception in which factors such as quality, ambiance, variety, and reputation play critical roles in shaping the overall BI. Strong and positive BI can enhance customer attraction, foster loyalty, and drive growth, highlighting the importance of operators in carefully managing and nurturing their BI (Cretu & Brodie, 2007;Elbedweihy et al., 2016). ...
This study examines the impact of Social Media Advertising Content (SMAC) and Social Media Sales Promotion Content (SMSPC) on Brand Image (BI) and customer behavior (CB) within the emergent context of container food courts in Indonesia. Focusing on Jakarta and Surabaya, which are cities at the forefront of culinary innovation, this study aims to uncover how digital marketing practices shape consumer perceptions and behaviors in this novel sector. The study employed rigorous methodology, including G*Power for sample size determination and SmartPLS for data analysis, and engaged 292 participants through a carefully designed survey. The findings indicated significant relationships between SMAC and SMSPC on BI, and subsequently on CB, underscoring the critical role of social media content in enhancing BI and shaping CB. Additionally, this study examines the generational differences between Generation Y and Generation Z, offering insights into tailored marketing strategies that cater to their distinct preferences. This study enriches academic discourse on the impact of digital marketing in the food industry and provides practical recommendations for practitioners aiming to leverage social media to enhance BI and foster positive CB in container food courts. The insights gained from this study not only illuminate the dynamics of social media marketing in an Indonesian context but also suggest avenues for future research in an ever-evolving digital landscape.
... A brand's image is shaped by a person's beliefs, ideas, and impressions about a product. This image comprises customers' perceptions of a brand [20,21]. Maignan and Ferrel suggest that marketing strategies focused on sustainability can benefit a brand in various ways [22]. ...
The fast fashion industry has been criticized for negatively impacting the economy, environment, and social
justice. Consequently, many brands adopt sustainable marketing practices to promote eco-friendly
manufacturing and encourage sustainable purchase behaviour. To explore this trend, a cross-sectional survey
was conducted among fashion brand consumers using a quantitative research design. The survey data was
analyzed using variance-based partial least squares-structural equation modelling (PLS-SEM). The results showed
that sustainable marketing practices can be supported by creating a positive brand image and building trust. Such
practices can positively influence consumers' perception of sustainability and promote brand loyalty, which can
lead to sustainable purchasing behaviour. The study provides valuable insights into sustainable marketing
strategies that fashion brands can adopt to promote sustainable practices and policies in local markets.
... A brand's image is shaped by a person's beliefs, ideas and impressions about a product. This image comprises customers' perceptions of a brand [18,19]. Maignan and Ferrel [20] suggest that marketing strategies focused on sustainability can benefit a brand in various ways. ...
he fast fashion boom is faced with economic, environmental and social justice objections. Sustainable mar�keting initiatives have become a new style statement, and brands are shifting to environment-friendly manu�facturing. This study explores how fashion apparel brands adopt sustainable marketing practices to promote
sustainable purchase behaviour. A cross-sectional survey using a quantitative research design was followed
to collect responses from fashion brand consumers. Variance-based partial least squares-structural equation
modelling (PLS-SEM) was used to assess the hypothesized model. Two-step bootstrapping was conducted
to explore the mediating role of brand perception in the relationship between sustainable marketing activity
and brand loyalty. The study suggests that firms can support sustainable marketing practices by creating a
brand image and building trust. This can influence consumers' perceptions of sustainability and promote
brand loyalty. The study also emphasizes the significance of brand loyalty in developing sustainable purchase
behaviour that endures over time. The study provides insights into sustainable marketing strategies and pol�icies in indigenous markets.
Keywords: sustainable marketing, sustainable brand perception, sustainable brand loyalty, sustainable pur�chase behaviour
... Investments made in building a corporate image serve as signals to consumers that are acknowledged, valued, and incorporated into their decision-making processes (Heinberg, Ozkaya, and Taube 2018), which can foster recall and awareness. Cretu and Brodie (2007) found that a company's reputation has a strong positive influence on customer perceptions of brand value and customer loyalty. Corporate image helps to alleviate uncertainty and has a positive effect on product brand equity (Heinberg, Ozkaya, and Taube 2018). ...
Purpose
This study aims to build a comprehensive model for developing higher education institutes (HEIs) brand equity by examining the impact of HEIs intangible resources, brand management aspects, attachment strength and student’s contemporary citizenship behavior (CCB).
Design/methodology/approach
Data were gathered through a self-administered questionnaire from Indian students and alumni ( n = 703). The study examines the proposed comprehensive model through serial and multiple mediation analysis.
Findings
The study unfolded “service quality? brand image? attachment strength? word-of-mouth? brand equity” as the most significant path to develop HEI’s brand equity.
Research limitations/implications
This study pioneers an empirically validated mechanism for developing brand equity in HEIs, addressing gaps identified by previous studies and offering a theoretical framework that elucidates how HEIs can leverage intangible resources through strategic brand management to foster attachment and influence positive student behaviors, thereby contributing to the development of HEI brand equity.
Practical implications
HEIs need to understand that relying solely on tangible aspects leads to short-lived effects. To maintain a lasting competitive advantage, HEIs should focus on crafting a rich historical narrative, retaining talented faculty and staff and earning respect from the public to build a lasting reputation.
Originality/value
This study develops the mechanism for developing brand equity of HEIs using its valuable, rare and inimitable intangible resources. Along with the introduction of novel constructs like competence, heritage and word-of-mouth to existing study, the proposed conceptual model is premised on the theory of self-congruence, social-exchange theory and CCB.
Dünyada yaşanan sosyo-ekonomik gelişmeler, toplumsal hareketler, krizler, küresel rekabet ortamı, kültürel değişimler; özellikle devletlere ve kurumlara duyulan güven olgusunun sorgulanmasına neden olmaktadır. Bu bağlamda devletler ve kurumlar da içinde yer aldıkları çevreye, topluma, dünyaya ve insanlara saygın ve onurlu bir duruş ortaya koyarak varlıklarını güçlü bir şekilde devam ettirmelidirler. Halkla ilişkilerin özünde bulunan “halkla”, “hedef kamularla” karşılıklı saygı, iyi niyet ve anlayış tesis etme amacı doğrultusunda uluslararası halkla ilişkiler açısından; hedef kamulara kendini iyi anlatabilen, onları etkileyebilen, ikna edebilen ve onlarla etkin ve sürdürülebilir bir iletişim kurabilen devletler ve kurumlar, yine hedef kamuların gözünde iyi bir izlenim elde ederek saygın bir konuma erişebilirler.
Uluslararası alanda özellikle devletlerin, diğer ülke vatandaşları ile iletişim kurabilmesi, uluslararası karar alıcı mercilere ve diğer ülkelere olumlu izlenim bırakarak lehine kararları çoğaltıp aleyhine olanları bertaraf edebilmesi için iyi bir imaj ve itibar yönetimine ihtiyacı vardır. Kendini iyi anlatabilen, uluslararası
kamuoyunu etkileyebilen, diğer ülke vatandaşlarının gözünde iyi bir itibara sahip
olan ülkeler sadece siyasi ve politik anlamda değil, ekonomik, ticari ve kültürel
alanlarda da çeşitli kazanımlar elde edebilmektedirler. Bu bağlamda gerek devlet
ve gerekse kurumların imaj ve itibarlarını güçlendirecek uluslararası halkla ilişkiler
faaliyetlerine önem vermeleri ve bu alanı çok iyi yönetmeleri gerekmektedir.
This study investigates the multifaceted relationship between branding and consumer behavior, with a specific focus on the role of perception. Brands exert a significant influence on consumer decision-making processes, shaping preferences, attitudes, and purchasing behaviors. Recognizing the nuances of how consumers perceive and interpret branding cues is instrumental for businesses seeking to cultivate robust connections with their target audience. By synthesizing theories of perception and branding, this research explores the complex interplay between branding strategies and consumer behavior. Employing a variety of research methodologies, including surveys, interviews, and experimental analyses, this study elucidates the profound impact of sensory experiences, emotional associations, and cognitive processes on brand perception. Furthermore, it identifies and assesses effective branding strategies adept at harnessing perception to steer consumer behavior in a favorable direction. The insights derived from this study offer actionable recommendations for marketers to refine their branding strategies, foster brand loyalty, and gain a competitive advantage. Ultimately, this research contributes to advancing our understanding of the intricate dynamics of perception in shaping consumer behavior and informs strategic brand management practices.
Purpose
Brand image remains a “nebulous” construct with very few frameworks dedicated to understanding the process of uncovering brand image. This is supported by explicit calls for greater clarity on how to examine brand image, particularly in different settings. Political branding is one setting that has received some attention, however, research has focused on “party” political brands and neglected “non-party” brands (independent candidates). Therefore, this study aims to examine how young citizens interpret independent non-party brands through the theoretical lens of brand image in the context of Guernsey and develop a systematic brand image framework that provides greater clarity to this topic area.
Design/methodology/approach
A qualitative interpretivist approach using focus group discussions was adopted to investigate the phenomenon from the perspective of young voters 18–24 years of age. Focus group discussions ceased upon reaching theoretical saturation and a six-staged thematic analytical strategy was adopted to analyse the findings.
Findings
This study revealed deep insight into the political brand image of non-party brands from the perspective of young voters in an under-explored context. More specifically, this study uncovered that Guernsey’s political brands were seen as “accessible”; however, there was little differentiation, identification and connection between young voters and politicians. Further, this study uncovered a series of opportunities for strategists such as the desire for a younger generational view and younger representation in the Guernsey Parliament and greater clarity, distinction and authenticity related to political brand image.
Originality/value
This study addresses explicit calls for further research on brand image with a distinct focus on non-party political brands. Further, this study concludes by presenting the “consumer brand image schema”; a systematic framework which can be used to uncover brand image within and beyond the setting of politics. Further, the framework operationalises the complex concept of brand image and provides a three-stage process to examine and develop brand image. This will enable strategists to develop targeted strategies and adopt appropriate tactics to manage brand image to ensure brands are differentiated and interpreted as authentic, relatable, engaging, accessible and identifiable.
This Independent Research aims to analyze the influence of Social Media Influencers (X1), Service Quality (X2), and Trustworthiness (Z) on Customer Buying Decision (Y) of Gojek Customers in South Tangerang. Furthermore, instrument used in this research is questionnaire, then processed through SPSS 22.0 with several test conducted namely, data analysis, validity test, reliability test, correlation test, f-test, t-test, multiple regression analysis and hypothesis testing. Meanwhile, the amounts of participations in this study were 97 respondents using purposive sampling method with population the customer of Gojek that are living in South Tangerang. Conclusion is obtained through T Test that indicate social media influencer have significant influence on customer buying decision as partially. Service Quality have significant influence on customer buying decision as partially. Trustworthiness have significant influence on customer buying decision as partially.
One of the current promotional strategies adopted by many brands in Indonesia is leveraging the K-Wave (Hallyu) phenomenon. Scarlett Whitening aims to capitalize on this opportunity by appointing the popular K-Pop girl group, Twice, as their brand ambassador. The significant investment involved in this collaboration raises high expectations for Scarlett Whitening, particularly in terms of the impact that their chosen brand ambassadors have on purchasing decisions and brand loyalty. Hence, the objective of this research is to examine the influence of various dimensions (visibility, credibility, attractiveness, and power) of K-Pop artist Twice on the purchasing decisions and brand loyalty of Scarlett Whitening consumers. Furthermore, the study aims to investigate the mediating role of customer satisfaction in the relationship between purchasing decisions and brand loyalty among Scarlett Whitening consumers. This research employs a non-probability purposive sampling technique, with a sample size of 200 respondents aged between 15 and 34 years, encompassing all genders. The respondents are required to have prior experience using Scarlett Whitening products and possess awareness of Twice as one of Scarlett Whitening's brand ambassadors. The data analysis technique employed is the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The findings indicate that the dimensions of "visibility" and "power" have a positive yet insignificant effect on purchasing decisions, while "credibility" and "attractiveness" exhibit a positive and significant impact on purchasing decisions. Additionally, the "visibility" dimension of the brand ambassador demonstrates a positive and significant influence on brand loyalty. However, the dimensions of "credibility," "attractiveness," and "power" of the brand ambassador show a positive but insignificant effect on brand loyalty. Furthermore, the results highlight the positive and significant influence of purchasing decisions on customer satisfaction, and customer satisfaction, in turn, has a positive and significant impact on brand loyalty.
The success of any organization (commercial or non-commercial) depends not only on the quality of goods and services, but also on how much trust potential stakeholders have in it, and how high or low its reputation is. The concepts of "trust" and "reputation" do not have clear contours of operationalization, and often these categories are not taken seriously either in commerce or in the academic world, because there is not always an understanding that even irrational characteristics can be measured and determined for what and how they influence At the same time, if there is already a logic of implementation or measurement of trust or reputation in the process of research or decision-making, then mostly they are present separately or separately from each other and do not have a systemic character. But at the same time, there is no clear understanding of how these categories relate to each other. To make a decision, every organization needs to understand which strategy to choose, which vector of movement: to take care of trust or reputation. Currently, the importance of focusing on the categories of trust and reputation is discussed not only in the context of managing companies that aim to make a profit, but also in the context of institutions of higher education, public organizations or even government institutions, because they are all in a competitive environment. It's not just businesses that need to focus on measuring their intangible capital. This should apply to everyone, because every organization has a specific purpose and target audience to which its activities are directed, so this kind of research is a necessity. Within the framework of this work, the main approaches to defining the following concepts: reputation and trust, as well as their relationship according to the vector of influence on each other, are considered. Understanding what affects the formation of reputation or trust provides an opportunity to decide on a strategy for further management of the organization in relation to internal and external environments. Understanding exactly how these categories affect each other allows us to predict how trust levels will change if an organization works to improve its reputation, and vice versa. But it is also worth understanding that each of these categories can be interpreted differently by different people and by different theoretical approaches, so it is worth considering this when choosing an approach.
Penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi loyalitas konsumen (citra merek, kualitas layanan, dan harga) dengan nilai konsumen sebagai variabel mediasi. Populasi dalam penelitian ini adalah masyarakat kota Palembang. Sampel pada penelitian ini adalah masyarakat yang pernah dan mengerti dalam melakukan pembelian produk Pizza Hut Delivery maksimal 1 bulan terakhir. sampel ditetapkan berdasarkan metode purposive sampling yaitu sebanyak 100 responden (24 responden laki-laki dan 76 responden perempuan). Pengujian dilakukan dengan menggunakan program SPSS 17. Pada penelitian ini sudah memenuhi statistik deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda, uji analisis jalur, dan uji hipotesis. Hasil dari penelitian menunjukkan bahwa citra merek dan harga berpengaruh positif dan signifikan terhadap loyalitas konsumen dan nilai konsumen, kualitas layanan berpengaruh negatif dan tidak signifikan terhadap loyalitas konsumen, kualitas layanan berpengaruh positif dan signifikan terhadap nilai konsumen, dan nilai konsumen sebagai variabel mediasi memiliki pengaruh pada kualitas layanan dan harga terhadap loyalitas konsumen.
This study adopted a survey method and collected cross-sectional data through questionnaires. Purposive sampling was used, i.e. the customers were Muslim and had been customers of Islamic banks in Makassar City for at least two years, resulting in a total of 278 respondents. The data analysis method used for hypothesis testing is structural equation modeling (SEM). The results of this study show that: (1) brand image has a positive and significant impact on customer value, (2) brand image has a positive and significant impact on customer value. Significant impact. Customer loyalty (3) Brand image has a positive and significant impact on customer loyalty through customer value, (4) Customer relationship management (CRM) has a positive and significant impact on customer value, (5) Customer relationship management has a positive and significant impact on customer value. (6) Customer relationship management has a positive and significant impact on customer loyalty through customer value, (7) Customer value has a positive and significant impact on customer loyalty.
งานวิจัยนี้มีวัตถุประสงค์ที่จะศึกษาอิทธิพลทางตรงของภาพลักษณ์ตราสินค้า การแสดงออกถึงตัวตนผ่านตราสินค้า และ ความผูกพันเชิงลึกในตราสินค้าที่มีต่อความรักในตราสินค้า และศึกษาอิทธิพลทางอ้อมส่งผ่านที่มีต่อความตั้งใจซื้อโดยส่งผ่านไปยังความรักในตราสินค้า อีกทั้งเพื่อวัดระดับในตัวแปรข้างต้น และทำการยืนยันองค์ประกอบของความรักในตราสินค้า งานวิจัยเป็นการวิจัยเชิงปริมาณ โดยวิธีการวิจัยเชิงพรรณนาและเทคนิคเชิงสำรวจ โดยประชากรในการศึกษาคือสมาชิกของชุมชนออนไลน์ Tesla Club Thailand ใช้แบบสอบถามจำนวน 400 ชุดเป็นเครื่องมือในการวิจัย สถิติที่ใช้วิเคราะห์ข้อมูล ได้แก่ ความถี่ ค่าเฉลี่ย ค่าร้อยละ และส่วนเบี่ยงเบนมาตรฐาน ทดสอบสมมติฐานด้วยการวิเคราะห์แบบจำลองสมการโครงสร้าง วิธีการบูตสแตรป และ การวิเคราะห์องค์ประกอบเชิงสำรวจ ผลการวิจัยพบว่า ภาพลักษณ์ตราสินค้าไม่มีอิทธิพลต่อความรักในตราสินค้าในขณะที่การแสดงออกถึงตัวตนผ่านตราสินค้าและความผูกพันเชิงลึกในตราสินค้ามีอิทธิพลต่อความรักในตราสินค้า ความรักในตราสินค้ามีอิทธิพลต่อความตั้งใจซื้ออย่างมีนัยสำคัญทางสถิติที่ 0.05 ตัวแปรทุกตัวมีอิทธิพลทางอ้อมต่อความตั้งใจซื้ออย่างมีนัยสำคัญทางสถิติที่ 0.05 โดยเป็นการส่งผ่านบางส่วน ตัวแปรทุกตัวอยู่ในระดับค่อนข้างสูงและองค์ประกอบของความรักในตราสินค้าประกอบด้วยเหตุผลและอารมณ์ คำสำคัญ: ภาพลักษณ์ตราสินค้า การแสดงออกถึงตัวตนผ่านตราสินค้า ความผูกพันเชิงลึกในตราสินค้า ความรักในตราสินค้า ความตั้งใจซื้อ ประเภทบทความ: บทความวิจัย
This study aims to examine the influence of consumer perceptions regarding the origin of the country, the perception of quality and quality of service to the buying interest of Honda Jazz in Semarang City. The population in this study are car users in Semarang City. The number of samples used in this study is 120 respondents, it is eligible to be able to use ML as an estimation model. Sample technique in this study using accidental sampling where the authors find respondents encountered in crowded places such as malls or public places in Semarang using Honda Jazz. Analysis of data used is using SEM (Structural Equational Model) which based on the results showed. Country of Origin proved to have a positive and significant impact on Brand Image. Perceived Quality proved to have a positive and significant impact on Brand Image. Service Quality proved to have a positive and significant impact on Brand Image. Brand Image proved to have a positive and significant impact on Purchase Intention.
المستخلص الغرض/ يهدف البحث لتحديد طبيعة العلاقة بين سمعة المنظمة والأداء الاستراتيجي في مطاعم الدرجة الأولى والممتازة في محافظة النجف.المنهجية/ التصميم: قام الباحثان بتوزيع (82) استبانة على الافراد المؤثرين في القرار والذين يمثلون مجتمع عينة البحث في مطاعم الدرجة الأولى والممتازة في محافظة النجف، اذ تم تحليلها باستخدام البرنامج الاحصائي المتقدم SmartPLS v.3 فضلا عن برنامج. .SPSS v.22أهمية البحث/ تتمثل أهمية البحث في انه مطبق في أحد اهم القطاعات التجارية في العراق بشكل عام ومحافظة النجف بشكل خاص، الا وهو قطاع المطاعم، ومعالجة مشكلة واقعية تمثلت في بحث المنظمات مجتمع البحث عن موارد فريدة تمكنها من مواجهة المنافسة الشديدة ضمن هذا القطاع.النتائج العملية/ توصل البحث الى مجموعة من النتائج العملية منها ان هنالك علاقة تأثير معنوية بين ابعاد سمعة المنظمة والأداء الاستراتيجي.الاصالة/ القيمة: جاء البحث ليسُد فجوة معرفية تمثلت بعدم وجود بحث عربي على حد علم الباحثان تناول العلاقة والتأثير بين متغيرات البحث في انموذج فرضي واحد، واهمية هذه العلاقة في تحقيق التميز والتفوق للمطاعم عينة البحث.المصطلحات الرئيسة: سمعة المنظمة، الأداء الاستراتيجي، مطاعم الدرجة الأولى والممتازة.AbstractThe Purpose / of this research to determine the nature of the relationship between organization reputation and Strategic Performance in the first premium-class restaurants in the province of Najaf.Methodology / Design: The researchers distributed (82) to identify the individuals' influential in the decision in the first premium-class restaurants in the province of Najaf, as it has been analyzed using statistical program Advanced SmartPLS v.3 as well as a program. .SPSS V.22.The importance of research/ The importance of research in that it is applied in one of the most important business sectors in Iraq in general and in the province of Najaf, in particular, that of the catering sector, and address the real problem was the search organization community searching for unique resources to cope with the intense competition within the sector.Practical results / research found a set of practical conclusions from them that there is significant effect between dimensions of organization reputation and Prospective of Strategic Performance.Originality / value: this research came to fill the knowledge gap represented the lack of Arabic search to the knowledge of researchers addressed the relationship and influence between research variables in the specimen supposedly single, and the importance of this relationship to achieve excellence for restaurants study sample.Keywords,organization Reputation, Strategic Performance, the first premium-class restaurants.
Kurumsal itibar, bir kurumun paydaşlarınca nasıl algılandığını gösteren soyut ve somut değerlerin bütünüdür. Kurumsal itibar, kurumun paydaşları ile olan ilişkiden doğmaktadır. Kurumların sahip oldukları değerlerin başında gelen itibar, kurumun paydaşları arasındaki ilişkide stratejik bir anlam ifade etmekte ve kurumun farklılaşmasında önemli rol oynamaktadır. Bu nedenle kurumsal itibarın iyi yönetilmesi gerekmektedir. Kurumsal itibarın sağlanması uzun vadede gerçekleşirken, korunmadığı takdirde kısa sürede kaybedilebilmektedir. Dijitalleşme kavramı son yıllarda çok sık kullanılmaya başlanmıştır. Gelişen teknoloji ve internetin getirisi olan dijitalleşme birçok alanda yer almakta ve etkisini göstermektedir. Özellikle iletişim alanında büyük yenilikler sağlayan dijitalleşme ile birlikte sosyal medyalar hayatımıza girmiş ve yaratıcılık kazandırmıştır. Tüm bu özellikleri sayesinde dijitalleşme kurumlar için kaçınılmaz olmuştur. Kurumlar dijitalleşme ile gelen tüm gelişmeleri yakından takip etmeli ve hızla uyum sağlamalıdır. Çünkü kurumlar gelişen dijitalleşmeye ayak uydurmalı ve yeniliklerden geri kalmamalıdır. Böylece kurumlar diğerleri arasından sıyrılarak ön plana çıkmaktadır. Bunların yanı sıra kurumların dijitalleşmenin getirdiği dönüşüm ve değişimlere hızla uyum sağlaması kurumsal itibarlarında olumlu etkiler sağlamaktadır. Bu çalışmada dijitalleşme kavramının kurumlar için önemi ve gerekliliğinin incelenmesi amaçlanmış olup, kurumsal itibar yönetiminde dijitalleşmenin rolü ele alınmıştır.
This study examines the impact of hotel brand names and brand logos on tourist destination loyalty, with a discussion of the related theoretical principles. Macau was selected as the research site, and the respondents were mainly from mainland China. The items for the questionnaires were obtained from the verified items of the brand name, logo, attitudes, perceived behavioral control, customer loyalty, subjective norm, brand reputation, and customer commitment. The validated data were extracted from 420 questionnaires. The study used structural equation modeling to evaluate the research hypotheses and build the relationship model. The results show that brand name and logo positively influence brand attitude, brand attitude positively affects brand reputation, and brand reputation positively influences customer loyalty and commitment. These findings provide valuable contributions to the theoretical discussion of the choice of hotels and provide insightful messages to brand design companies and hotels for their successful marketing activities.
Purpose
This study aimed to determine whether the brand image of fast-food restaurants moderates the relationship between satisfaction and loyalty among Chilean customers.
Design/methodology/approach
The study was conducted using a structural equation modeling approach and involved a sample of 1,000 fast-food customers who were surveyed through nonprobabilistic sampling with a questionnaire consisting of 21 items. The instrument underwent validation by a panel of experts, and the results obtained were processed using the statistical software Smart PLS4. Convergent validity, discriminant validity and the structural model were tested to assess the acceptance or rejection of the proposed hypotheses.
Findings
The results of the research indicate that product quality, service quality and physical environment are crucial factors influencing customer satisfaction and shaping customer loyalty. However, it was found that brand image does not moderate the relationship between satisfaction and loyalty in fast-food consumption.
Originality/value
The present study contributes to the field of knowledge on fast-food consumption behavior and unveils findings that help fill knowledge gaps regarding the influence of restaurant brand image on the relationship between satisfaction and consumption loyalty. Thus, it demonstrates that, for certain customers, the brand becomes an irrelevant factor for their consumption loyalty as long as the restaurant offers product quality, excellent service and a pleasant physical environment.
KNOWLEDGE MANAGEMENT
SYSTEM THROUGH ICT; A STUDY
WITH INDIAN HIGHER EDUCATIONAL
INSTITUTIONS
The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus–Organism–Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan’s professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves’ fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research.
ÇALIŞAN KATILIMININ ÖRGÜTSEL İNOVASYONA ETKİSİ
A Review of Literature On Service Quality, Safety Perception, and Customer Satisfaction in the Airline Industry 1Uhuegho, K.O. , 2Bakare K. A., 3Ajisola A. O. & 4 Akume A.A. 1,2&3 Nigerian College of Aviation Technology, Zaria Kaduna State, Nigeria 4Ahmadu Bello University Zaria, Kaduna State, Nigeria E-mails: 1kole_k45@yahoo.com, 2 bakarre@gmail.com 3olowoyeye.ajisola@gmail.com 4 akume@abu.edu.ng Corresponding Authors Phone No: 1+2348028800696 ABSTRACT The continuous growth, profitability and scalability of any business is highly dependent on Service quality. It is therefore a prime issue among airlines globally and in Nigeria in particular. Consumer or customer’s perception of service quality in the airline industry rests on a number of factors. This article reviews literature on service quality in the airline industry and identified cogent parameters used to measure same. Passenger satisfaction, safety perception and theoretical antecedents and underpinnings associated with the subject matter were examined. We conclude by identifying gaps in service quality with a view to initate a research the seeks to fill the identified gaps. Keywords: Service Quality, Airline Industry, Customers, Satisfaction, Gaps, Passengers Uhuegho, K.O., Bakare K. A., Ajisola A. O. & Akume A.A. (2022): A Review of Literature On Service Quality, Safety Perception and Customer Satisfaction in the Airline Industry. Journal of Digital Innovations & Contemporary Research in Science, Engineering & Technology. Vol. 10 No. 1. Pp 73-92 DOI: dx.doi.org/10.22624/AIMS/DIGITAL/V10N1P8
Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as``as``national'', schools of thought. In their composite, these approaches have the potential to form the foundations of a new approach to management which might be termed`` termed``corporate marketing''. In addition to articulating the author's understanding of the attributes regarding a business identity (the umbrella label used to cover corporate identity, organisational identification and visual identity) the author outlines the characteristics of corporate marketing and introduces a new corporate marketing mix based on the mnemonic``mnemonic``HEADS''[2]. This relates to what an organisation has, expresses, the affinities of its employees, as well as what the organisation does and how it is seen by stakeholder groups and networks. In addition, the author describes the relationship between the corporate identity and corporate brand and notes the differences between product brands and corporate brands. Finally, the author argues that scholars need to be sensitive to the factors that are contributing to the fog surrounding corporate identity. Only then will business identity/corporate marketing studies grow in maturity.
Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as “national”, schools of thought. In their composite, these approaches have the potential to form the foundations of a new approach to management which might be termed “corporate marketing”. In addition to articulating the author’s understanding of the attributes regarding a business identity (the umbrella label used to cover corporate identity, organisational identification and visual identity) the author outlines the characteristics of corporate marketing and introduces a new corporate marketing mix based on the mnemonic “HEADS”[2]. This relates to what an organisation has, expresses, the affinities of its employees, as well as what the organisation does and how it is seen by stakeholder groups and networks. In addition, the author describes the relationship between the corporate identity and corporate brand and notes the differences between product brands and corporate brands. Finally, the author argues that scholars need to be sensitive to the factors that are contributing to the fog surrounding corporate identity. Only then will business identity/corporate marketing studies grow in maturity.
Decision systems analysis, participant observation, and document analysis were used to collect data on the activities, decisions, and interactions of persons involved in 18 plant purchasing agreements (PPAs) in six industrial firms. PPAs are statements of intention to buy (and sell) a quantity of a specified production or nonproduction material within a given time period, usually a year or more. A descriptive, composite model of activities, decisions, and interactions is presented. Differences and similarities across the 18 PPAs investigated in the study are reviewed. Implications for theory development and for marketing management are offered.
The market research function has to broaden its scope, move out of the functional trap in marketing, and become the organizer and facilitator of the company-wide Total Quality Research (TQR) system. This article presents a systematic approach for transforming the marketing research function into a Total Quality Research system which can guide a company's Total Quality Management (TQM) effort. The article describes how to design a TQR system that elicits the voice of the customer and business processes, and that organizes and deploys this information for use in strategic planning and resource allocation. The TQR system is further explored by presenting case studies of leading companies that have applied different parts of this system in their TQM efforts. The article concludes by offering five imperatives for successfully implementing a TQR system.
The concepts of corporate reputation and corporate identity represent a relatively new and supplemental lens through which top management can address the strategic issues facing their firm. To help guide the thinking of senior executives in managing their organization’s reputation and image, the authors present a pragmatic operational model. The model shows that in addition to an understanding of corporate reputation and image, managers needs to understand their firm’s corporate identity and corporate communications, and the interrelationships amongst these components. The authors argue that in today’s sensitive business milieu, a firm’s ultimate survival may well depend on developing and maintaining a recognizable image and favorable reputation.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
The objective of this article is to clarify the conceptual domains of organizational identity, image, and reputation. To initiate this theory development process, we present a “social actor” conception of organizational identity. Identity-congruent definitions of image and reputation are then specified and an integrated model proposed. With the aid of this model, a structural flawin the organizational reputation literature is identified and suitable remedies proposed. In addition, the authors explore the implications of invoking identity and identification in explanations and justifications of organizational reputation.
The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm's customer equity rel- ative to the incremental expenditure necessary to produce the change. The change in the firm's customer equity is the change in its current and future customers' lifetime values, summed across all customers in the industry. Each customer's lifetime value results from the frequency of category purchases, average quantity of purchase, and brand-switching patterns combined with the firm's contribution margin. The brand-switching matrix can be esti- mated from either longitudinal panel data or cross-sectional survey data, using a logit choice model. Firms can ana- lyze drivers that have the greatest impact, compare the drivers' performance with that of competitors' drivers, and project return on investment from improvements in the drivers. To demonstrate how the approach can be imple- mented in a specific corporate setting and to show the methods used to test and validate the model, the authors illustrate a detailed application of the approach by using data from the airline industry. Their framework enables what-if evaluation of marketing return on investment, which can include such criteria as return on quality, return on advertising, return on loyalty programs, and even return on corporate citizenship, given a particular shift in cus- tomer perceptions. This enables the firm to focus marketing efforts on strategic initiatives that generate the great- est return.
A study of 892 luxury-hotel guests, most of whom travel frequently and primarily on business, supports the idea that relationship marketing can benefit luxury-hotel marketing. The authors developed a model of service relationships based on focus groups and customer-loyalty studies. This study primarily tested benefits that hotels could offer guests to foster loyalty. Benefits that garnered strong support were room upgrades, flexible check in and check out, personalized services, and expedited registration; being able to request a specific room; and employees who take guests' problems seriously. Trust is also an antecedent of loyalty; hotels can foster trust by ensuring guest safety, providing consistent service, seeing that employees follow through on guest requests, being truthful, and communicating accurately. Unfortunately, the respondents felt that their hotels fell short on the benefits that foster loyalty and the attributes that foster trust.
Relationship marketing requires a thorough understanding of the long-run perspective of the supplier-customer interaction. The concept of customer loyalty can be applied to emphasize the behavioural and attitudinal aspects of this interaction. This study investigates the antecedents of future customer loyalty in the commercial airline industry by applying structural models under four prototypical past loyalty conditions. These conditions are based on behavioural and situational descriptors and labelled in analogy to Day’s compositional approach. It is shown that the superiority of relative attitudes claimed by Dick and Basu cannot be confirmed. Corporate image of the service provider is, along with service quality and customer satisfaction, a powerful and illustrative component for explaining future customer loyalty. When comparing the a priori defined conditions (low, latent, spurious, and true loyalty) it turns out that the structural evaluative differences can be partially interpreted by the phenomena which are described as affective and calculative commitment in the literature. However, it is claimed to consider situational factors such as the character of the buying and decision-making process in much more detail.
With the growth of e-commerce and global competition, business-to-business (B2B) marketers are showing increased interest in the potential of branding, especially at the corporate level. This paper describes branding in the context of B2B markets, and examines its perceived importance to buyers. A review of relevant literature and the development of a conceptual model enables a cluster analysis of data from a survey of industrial buyers. The exploratory analysis examines to whom branding is important, and in what situations. Three clusters of buyers are found: branding receptive, highly tangible, and low interest. The practical implications for managers are explored.
Service organizations are continually looking for ways to increase customer loyalty. Although loyalty to tangible goods (i.e., brand loyalty) has been studied extensively by marketing scholars, relatively little theoretical or empirical research has examined loyalty to service organizations (i.e., service loyalty). This study extends previous loyalty research by examining service loyalty and factors expected to influence its development. In particular, a literature review is combined with analysis of qualitative data from over forty depth interviews to develop a model of service loyalty that includes t hree antecedents))satisfaction, switching costs, and interpersonal bonds.
Service recovery, or “doing things very right the second time” has been identified as a strategic issue in the services marketing and management literature. So far, much of the research on this phenomenon has departed from the disconfirmation paradigm. However, since perceptions of fairness play such an important role in service recovery situations, it seems desirable to supplement extant literature with the equity paradigm. Therefore, we designed an experimental study to assess the impact of customer equity considerations on perceived quality, satisfaction, loyalty and trust with respect to service recovery across different service industries. Our findings reveal that in general, distributional fairness and procedural fairness during the service recovery significantly improve scores for service quality, customer satisfaction, customer loyalty and trust, whereas interactional fairness only enhances customer trust perceptions. Furthermore, our results suggest that the effects of equity considerations in a service recovery situation are idiosyncratic to specific service industries.
Describes a qualitative research project involving a “narrowing” research process. The first stage involved initial, highly exploratory qualitative work. The findings led to a second stage that involved a review of relevant literature and secondary sources of data, followed by more focussed, focus group research into the issues uncovered. The problem investigated was how to measure customers’ evaluations of quality for an industry in which the service/product offering is dominated by the tangible product. The initial fear was that traditional process-oriented measurement models for customer perceptions of quality, might not offer full and comprehensive measurement of all the antecedents of customer quality evaluations and their subsequent satisfaction with, and attitude towards, product-dominated service providers. In attempting to answer the research question, the qualitative work undertaken suggests that consumers’ evaluations of quality will depend on product quality, process quality and additional external factor quality based on evaluations of image.
Based on theory from consumer behavior and cognitive psychology, the purpose of this paper is to discuss and test corporate image and customer satisfaction as two routes to customer loyalty. Based on data from 600 individual customers categorized as having high or low service expertise of three companies within the package tour industry, a conceptual model is proposed and tested empirically using structural equation modeling. The data used in the study are included in The Norwegian Customer Satisfaction Barometer. The paper concludes by claiming that for complex services, corporate image and customer satisfaction are not two separate routes to customer loyalty. Corporate image impacts customer loyalty directly whereas customer satisfaction does not. This finding was consistent with high and low service expertise. These results challenge the disconfirmation paradigm which predicts customer satisfaction as the primary route to customer loyalty. From a managerial perspective, information regarding the relative strength of the two routes is vital with regard to resource allocation in order to improve customer loyalty.
In two experiments, the authors show that corporate image associations with innovation and trustworthiness (but not social responsibility) influence product evaluations more when consumers perceive high (versus low) risk in the product purchase. Their findings extend previous research by identifying perceived risk as a moderator of the effects of corporate image on product evaluations. The authors discuss implications for the conditions governing the "flow-through" of corporate image to individual product evaluations.
An expository overview of the use of Lisrel in validating marketing constructs is presented and its advantages over the “traditional approaches” are demonstrated. Lisrel's contribution in all phases of construct validation is discussed. It is shown that lisrel has much to offer in purifying the measure by testing the unidimensionality of the measurement instrument, and in cross-validation to investigate the convergent validity (within a method) and reliability, Lisrel allows a rigorous assessment of the stability of the construct and its measurement instrument, and it is a powerful methodology for assessing convergent validity across methods, discriminant validity, and nomological validity. The use of Lisrel in construct validation is empirically illustrated by the analysis of data concerning consumers' variety seeking tendency with respect to foods.
Investigates the concept of corporate image in intangible services with data collected from 342 customers of a financial institution. Identifies four factors that explain customers' perceptions of image. Highlights the implications for tracking and building corporate image in service firms.
When assessing customer loyalty modeling issues, Partial Least Squares (PLS) analysis produces accurate results. In fact, the authors argue, PLS works more effectively than Multiple Regression or Principal Components Regression for a typical loyalty model.
The resource-based view proposes that reputation is a resource leading to competitive advantage. Past research tested this by using Fortune ratings to measure reputation, but these ratings are theoretically weak. This paper integrates mass communication theory into past research to develop a concept called media reputation, defined as the overall evaluation of a firm presented in the media. Theoretical and empirical analyses indicate that media reputation is a resource that increases the performance of commercial banks.
Many companies have been disappointed by a lack of results from their quality efforts. The financial benefits of quality, which had been assumed as a matter of faith in the ''religion of quality,'' are now being seriously questioned by cost-cutting executives, who cite the highly publicized financial failures of some companies prominent in the quality movement. In this increasingly results-oriented environment, managers must now justify their quality improvement efforts financially. The authors present the ''return on quality'' approach, which is based on the assumptions that (1) quality is an investment, (2) quality efforts must be financially accountable, (3) it is possible to spend too much on quality, and (4) not all quality expenditures are equally valid. The authors then provide a managerial framework that can be used to guide quality improvement efforts. This framework has several attractive features, including ensured managerial relevance and financial accountability.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Marketing universals are defined as consumer behaviors within a segment and toward a particular product category that are invariant across cultures. Using several definitions of culture and three different criteria for universality, the authors evaluate whether the use of brand, price, retailer reputation, and physical product appearance as signals of quality are marketing universals for consumer electronics products. Using a sample representing 38 nationalities, they find that there are few differences in the use of quality signals across cultures for a high priority segment of consumers. They draw conclusions for the adaptation versus standardization debate and argue that certain behaviors are likely to be universal, whereas others are not. Understanding such differences is essential to designing international marketing strategies.
This article identifies product types on the basis of the problems involved in their adoption by industrial buyers. The importance of various attributes to purchasing agents is then compared across these types of products in the United States and the United Kingdom. The results suggest some interesting strategies for industrial suppliers seeking increased adoption of their products.
Kumar and Dillon recently presented a conceptual, overall consistency criterion that represents a sufficient condition for consistency. In commenting on their article, the authors (1) clarify the interrelated nature of internal consistency and external consistency, (2) show that the "bogus perfect fit" example is itself "bogus" in that it cannot occur in either theory or practice, (3) underscore that the specific overall consistency criterion formula defined by Kumar and Dillon cannot be applied in practice, whereas the internal consistency and external consistency criteria can, and (4) caution against using within-block factor analyses as recommended by Kumar and Dillon, and instead advocate the use of confirmatory factor analysis with multiple-indicator measurement models for assessing unidimensionality. In an addendum, the authors discuss their position on unidimensionality and its assessment, contrasting it with the Kumar and Dillon position on unidimensionality and consistency.
The relationship between a brand's share of users and its loyal franchise is investigated. Using TGI data on consumer purchase habits covering 1,000 brands in 86 product classes, it is found that brands with a larger share of users have proportionately larger fractions of loyal buyers. These results are useful in the allocation of resources between the enlargement of a brand's base of users and the development of users' loyalty.
Too often, quality programs fail to improve quality because they concentrate on internal processes which do not affect the customer. This is at least partially due to the alienation of marketing from the quality movement, a situation for which both sides are partially at fault. Ideally, marketing should serve as the eyes and ears of the organization, linking the external customer to managerial processes. One way to do this is to organize the collection of customer satisfaction measures around the managerial processes themselves. This forms a natural bridge from the customer to management and allows management to track the impact of quality improvements all the way from internal process measures to overall customer satisfaction and market share.
Although brand theorists suggest that what a person knows about a company (i. e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The authors examine the effects of two general types of corporate associations on product responses: One focuses on the company's capabilities for producing products, that is, corporate ability (CA) associations, and the other focuses on the company's perceived social responsibility, that is, corporate social responsibility (CSR) associations. The results of three studies, including one that measures respondents' CA and CSR associations for well-known companies and one that uses consumers recruited in a shopping mall, demonstrate that (1) what consumers know about a company can influence their beliefs about and attitudes toward new products manufactured by that company, (2) CA and CSR associations may have different effects on consumer responses to products, and (3) products of companies with negative associations are not always destined to receive negative responses. The authors conclude by discussing the implications of these findings for marketing managers and further research.
The authors discuss the potential merits of taking a narrative approach to communicating service brand image through advertising. On the assumption that a primary goal of advertising should be to create a vivid image of the brand in consumers' minds, they assess past definitions of brand image and adapt them to the marketing of services. They review metaphors used previously to understand services, and emphasize that the experiential aspect of services should play an important role in how service brand image is conceptualized. Specifically, they suggest that experience is a useful conceptualization for understanding service brand image because it represents the customer's perspective of a service and the symbolic meanings created during service consumption. Using their conceptualization of service as experience, the authors discuss how to view consumers' comprehension of services, and thus how to communicate about services through advertising. They draw on narrative theory to suggest that narrative thought is a predominant cognitive mode of comprehension used by consumers to interpret experience (and hence services) and that narrative advertising should be effective in communicating service experience. Finally, they present a series of propositions linking the formal structure of advertising to responses related to the creation of service brand image.
By examining existing definitions and data sets, this article explores the current state of efforts intended to measure corporate reputation. Both definitions and data are found to be lacking, and it is argued that many deficiencies in definition and data can be attributed to the fact that theory development related to corporate reputation has been insufficient.
North American producers of commodity-like wood products such as softwood dimension lumber and plywood face a considerable challenge in attempting to differentiate their product lines. Their main market, residential construction, accepts a system of standardized product grades recognized throughout North America, making product differentiation difficult. Some producers have vertically integrated into wholesale distribution to differentiate their products by better service and delivery [3]. Brand naming as a tool for differentiation has received only limited use, however, with a new family of reconstituted structural wood panels, most producers are now pursuing a branding strategy for these new products. Our goal in this study was to examine this change of strategy and its effectiveness.
Many industrial marketing companies manufacture goods that are intrinsically identical to goods made by their competitors. When faced with this problem, an increasing number of companies attempt to use branding at the ultimate consumer level to pull their product through intermediate manufacturers and distribution channels. This paper analyses the validity of this strategy by looking at the U.K. man-made fibre market, where it has been used extensively. The conclusions are that branding alone is unlikely to be of value in the market. This hypothesis is supported by the results of a survey of industrial experts and consumers. It is suggested that the key to controlling the market in question is branding with rigid control of product end use.
Posits a stagewise learning process involved in the building of
brand equity: brand birth; the creation of brand awareness and
associations; the building of quality and value perceptions; the
emergence of brand loyalty; and the launching of brand extensions. Also
reports on an empirical study which explored the evolution, existence
and extensibility of brand equity in a particular business-to-business
market. Concludes with practical implications for managers in
business-to-business product or service firms.
This article identifies four themes that dominate the literature on corporate reputation and attempts to further distinguish the linkages between the concepts of identity, image, and reputation. Four dimensions of corporate identity are characterized. Arationale for comprehensive measurement of the components of reputation is provided, and a preliminary framework for measuring various dimensions of corporate identity, image, and reputation is developed. Finally, reputation-related questions intended to assist various decision-makers in predicting future business performance are posed in order to focus future advances in the usefulness of the construct of corporate reputation.
The authors report the results of two experiments designed to test the effects of extrinsic cues—price, brand name, store
name, and country of origin—on consumers’ perceptions of quality, sacrifice, and value. The results of the experiments support
hypothesized linkages between (a) each of the four experimentally manipulated extrinsic cues and perceived quality, (b) price
and perceived sacrifice, (c) perceived quality and perceived value, and (d) perceived sacrifice and perceived value. The results
also indicate that the linkages between the extrinsic cues and perceived value are mediated by perceived quality and sacrifice.
Driven by more demanding customers, global competition, and slow-growth economies and industries, many organizations search for new ways to achieve and retain a competitive advantage. Past attempts have largely looked internally within the organization for improvement, such as reflected by quality management, reengineering, downsizing, and restructuring. The next major source for competitive advantage likely will come from more outward orientation toward customers, as indicated by the many calls for organizations to compete on superior customer value delivery. Although the reasons for these calls are sound, what are the implications for managing organizations in the next decade and beyond? This article addresses this question. It presents frameworks for thinking about customer value, customer value learning, and the related skills that managers will need to create and implement superior customer value strategies.
Through qualitative and empirical research, the authors find that the service quality construct conforms to the structure of a third-order factor model that ties service quality perceptions to distinct and actionable dimensions: outcome, interaction, and environmental quality. In turn, each has three subdimensions that define the basis of service quality perceptions. The authors further suggest that for each of these subdimensions to contribute to improved service quality perceptions, the quality received by consumers must be perceived to be reliable, responsive, and empathetic. The authors test and support this conceptualization across four service industries. They consider the research and managerial implications of the study and its limitations.
Addresses two basic questions: do organizational buyers exhibit brand-equity behaviors such as the willingness to pay significant price premiums for certain brands; and under what conditions do those buyers place a premium on well-known brands? Finds significant brand-equity behaviors, based on hypothetical buying situations, in the form of organizational buyers’ willingness to pay a significant price premium for their favorite brand, make referrals, and extend their brand preference to other products with the same brand name. The better known their favorite brand was, the more likely buyers were to exhibit the three brand-equity behaviors.
Outlines a new approach for managing brands that brings the process into line with recent advances in the management of flatter, customer-facing organizations. Argues that the traditional marketing and brand-building approach, characterized by a narrow, product-focussed selling proposition, no longer adds sufficient customer value. As a result, a gap has arisen between the value offered by the brand and the value expected by its customers. The factors which contribute to this value gap are discussed in the context of the changing customer and the changing organization where customer value is increasingly generated by business processes traditionally outside the remit of brand management. Introduces a management tool, the Unique Organization Proposition (UOP) to bridge this value gap by integrating the company’s core business processes into a visible set of credentials that adds customer value through the supply chain. Identifies and discusses the ways in which the UOP links with each of five core business processes. In conclusion argues that if marketers are to regain their role in the heart of the value-adding process, they must lead in the management of the UOP and relegate their traditional brand engineering tools to an appropriate place in the overall UOP architecture.
Although there have been many research articles about how to measure service quality, how service quality perceptions are formed, what effect service quality has on behavior, and service quality’s financial impact, there has been little discussion to date of the potential impact of service quality on competitive marketing decisions. This paper considers directly the issue of how an analysis of the impact of comparative service quality can inform tactical marketing decisions in a competitive marketplace. We propose and empirically demonstrate a simple theoretical framework of how market share changes result from changes in service quality, by the focal firm and/or by a competitor. In addition we show how price changes trade-off against changes in service quality, and how comparative customer value is affected by changes in service quality and/or price. Our framework enables us to evaluate the projected market share shifts produced by proactive changes in service quality and/or price, and also enables us to evaluate the projected effectiveness of reactions to competitors’ changes in service quality and price. For example, our framework suggests that a quickly-implemented increase in service quality (rather than a matching price cut) may sometimes be an effective tactical response to a competitor’s price cut. We illustrate the implementation of our framework on actual longitudinal industry data. We show how the market share impact of changes in service quality and/or price can be projected, and how this information can be used to drive competitive marketing decisions.
This paper advances a conceptual model of vendor selection and patronage by customers of industrial and business services. The model draws on three literatures: industrial buyer behavior, service quality, and relationship marketing. The model distinguishes between pre-purchase and post-use assessments, and considers the determinants for each stage separately. At each stage, patronage is posited to be driven by: perceived service quality, trust, and perceived value. In addition to the technical and functional quality discussed in the current services literature, business service customers assess vendors for their long-term business commitments for initial patronage decision, and for evidence of trust building behaviors in the ongoing relationship for re-patronage decisions. Propositions based on the model are advanced, and important future research directions and managerial implications of the model are suggested.
The authors integrate previous research that has investigated experimentally the influence of price, brand name, and/or store name on buyers' evaluations of prod¬uct quality. The meta-analysis suggests that, for consumer products, the relation¬ships between price and perceived quality and between brand name and perceived quality are positive and statistically significant. However, the positive effect of store name on perceived quality is small and not statistically significant. Further, the type of experimental design and the strength of the price manipulation are shown to significantly influence the observed effect of price on perceived quality.
Although the methodological literature is replete with advice regarding the development and validation of multi-item scales based on reflective measures, the issue of index construction using formative measures has received little attention. The authors seek to address this gap by (1) examining the nature of formative indicators, (2) discussing ways in which the quality of formative measures can be assessed, and (3) illustrating the proposed procedures with empirical data. The aim is to enhance researchers' understanding of formative measures and assist them in their index construction efforts.