Copyright subsists in all papers and content posted on this site.
|
|
- Conrad Griffin
- 6 years ago
- Views:
Transcription
1 Student First Name: Supawan Student Second Name Ueacharoenkit Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited, except for the purposes of non-commercial private study or research, as defined in the Copyright, Designs and Patents Act 1988, or as otherwise authorised by statute. To obtain permission, please contact the author of the relevant paper in the first instance or with details of your request. 1
2 'Investigating the relationship between brand and loyalty: The study of luxury cosmetic brand in Thailand. Abstract The concept of brand has evolved as an imperative area of study within the brand management and marketing discipline. Likewise, with the importance and the attention paid to this concept during the last few years, the theory of brand s has remained vague and there is a lack of enough theoretical support. In addition to this, several scholars pointed out that there is a connection between brand and loyalty. Therefore, this study aims to address the gap of the literature and illustrate better understanding of the concept of brand together with its consequences, which is mainly focussed on consumer loyalty. The objective was to investigate the relationship between brand and consumer loyalty in the luxury cosmetic brand industry (Thailand). This empirical study proceeded with a systematic review of previous literature that led to the development of a theoretical framework. A research method was carried out in only one stage, which is a quantitative method, using a questionnaire to collect data. The questionnaires were tested by Thai customers who have in luxury cosmetic brands. The results of this study demonstrated that sensory, affective, behavioural, intellectual and social are luxury cosmetic brands dimensions. In addition to this, there is a positive direct relationship between luxury cosmetic brand and consumer loyalty. Also, luxury cosmetic brand has a positive indirect relationship with consumer loyalty through brand personality, brand trust and consumer satisfaction; therefore, brand trust is the most significant one. KEYWORDS: luxury cosmetic brand, brand personality, brand, brand trust, consumer satisfaction, consumer loyalty, Thailand 2
3 Introduction This paper starts by introducing a brief background of the present study. Also, it provides a research framework together with the research hypotheses. The next section illustrates the research methodology, thereby; the research result is drawn in the following section. In addition, next section provides a research discussion. Finally, the conclusion of this paper is present. 3
4 Literature review Research background Marketing managers have tried to apply experiential marketing to great success in different industries. New marketing tools such as technology and media seem to be great tools driving products and services. Therefore, there are several reasons why marketing managers should consider in their products or services. The focus on experiential marketing in the area of marketing has been discussed over 20 years; it was researched as early as the late 1900s (Holbrook and Hirschman, 1982). Holbrook and Hirschman (1982) stated experiential marketing is a consumption of fantasies, feelings and fun. The idea of experiential marketing has been widespread in the marketing literature in different contexts including brand, consumption, product, shopping and service (Brakus et al., 2009; Zarantonello and Schmitt, 2010). Generally, the notion of brand was thought of in as early as 1980, but it was first recognised in 1997 by Schmitt. He pointed out that brand originates from a set of interactions between a customer and a brand, a company or a part of the organisation involved (Schmitt, 2009). Later, measures of brand aspects were researched by Brakus et al. (2009). The concept of brand had been studied intensively in Brakus et al. s (2009) research. It presented how consumers a brand, how brand is measured and whether brand affects consumer behaviour (Brakus et al., 2009). Following the emergence of brand, contributions from scholars focusing on brand were attempted to add value for companies (Brakus et al., 2009; Atwal and Williams, 2008; Schmitt, 1999b; Chang and Chieng, 2006; Ha and Perks, 2005). Research framework On the basis of the review of the relevant literature, a set of consequences are hypothesised to be related to luxury cosmetic brand, and luxury cosmetic brand is hypothesised to be related to consumer behaviour in terms of loyalty. Also, luxury cosmetic brands are used to apply in brand theory and used as a context in this study. 4
5 The consequences of luxury cosmetic brand are those factors that are the result or outcome of the perceived luxury cosmetic brand during, before or after consumption. The review of the related literature illustrated that there are many factors that result from brand. The findings indicated that some aspects have a strong relationship with brand such as brand personality, brand trust, consumer satisfaction and consumer loyalty; thereby increasing or decreasing the likelihood of perceiving an outstanding luxury cosmetic brand (Figure1). Figure 1: Research framework Sensory Affective H1a Brand personality H2 Intellectual Luxury cosmetic brand Loyalty Behavioural H1c Satisfaction H4 Social H1b Brand trust H5 Research methodology The aims of this present research are to identify the dimensions of luxury cosmetic brand, and explore the emotional/rational consequences of luxury cosmetic brand and how luxury cosmetic brand contributes to build consumer behaviour (loyalty) in the Thailand context. This present study has been developed on the basis of the existing literature review and conceptual model. 5
6 A quantitative approach is used, as it is one of the relevant approaches that has been used in most of business and social science studies (Kwon, 2008) and a survey questionnaire is used for collecting data. The survey questionnaires were distributed to 520 participants by selfadministered that were selected based on convenient sampling from people to visit luxury cosmetic counters in the particular department stores. Out of 520 questionnaires, 483 were valid which shows 93% of valid questionnaire. In order to analyse the data and to obtain meaningful and relevant statistical measures, the software package SPSS version is used to test the hypotheses and to find out if any relationships between the independent and dependent variables exist. Before the data collection process, a pilot study was conducted in order to measure the reliability and validity of the questions, the language used in the survey and the time needed to complete the survey. Findings After the data screening, linear regression analysis and multiple regression analysis had been employed to test the relationship between independent variable and dependent variables (Table1) (Figure2). Table 1: Research results Research hypotheses β t-value Result H1a: Luxury cosmetic brand affects on brand Supported personality positively. H1b: Luxury cosmetic brand affects brand trust Supported positively. H1c: Luxury cosmetic brand affects consumer Supported satisfaction positively. H2: Brand personality affects consumer loyalty positively Supported H3: Luxury cosmetic brand affects consumer loyalty positively Supported H4: Consumer satisfaction affects consumer loyalty Supported positively. H5: Brand trust affects consumer loyalty positively Supported 6
7 Figure 2: Research results Sensory β =.622 Affective β =.483 Brand personality β =.139 Intellectual Luxury cosmetic brand β =.368 Loyalty Behavioural Social β =.156 β =.412 β =.455 Satisfaction β =.820 Trust β =.299 β =.408 Discussion This section aims to discuss the research hypotheses as well as summarise the hypotheses proposed in previous section. Table 1 demonstrates that all seven hypotheses were tested and supported by the data analysis. Hypothesis 1a: Luxury cosmetic brand affects on brand personality positively. The results tend to agree with the findings of a similar study regarding the relationship between brand and brand personality by Brakus et al. (2009). The findings showed that the luxury cosmetic brand predictor has a statistically significant and positive relationship with brand personality in the Thailand context. It confirms and supports the hypothesis that luxury cosmetic brand affects brand personality positively, with a path coefficient value of It was also indicated that luxury cosmetic brand had a positive relationship with brand personality. This seemed reasonable in the luxury cosmetic brand sector, where consumers received their of brands on the basis of their personality. 7
8 Hypothesis 1b: Luxury cosmetic brand affects brand trust positively. Brand is a key driver of brand trust, especially in sensory and social. The above results show that brand applied in the luxury cosmetic sector had positive and significant relationships with brand trust. This means with luxury cosmetic brand in Thailand (Bangkok), when consumers are committed to a luxury cosmetic brand, they are more likely to consider their of a particular luxury cosmetic brand before developing brand trust. Hypothesis 1c: Luxury cosmetic brand affects consumer satisfaction positively. Brand applied in the luxury cosmetic brand sector has positive and significant relationships with brand satisfaction. This means with luxury cosmetic brand in Thailand (Bangkok), when consumers are committed to a luxury cosmetic brand, they are more likely to perceive a brand including sensory, affective, intellectual, behavioural and social. These above brand s result in a positive influence on brand satisfaction. Hypothesis 2: Brand personality affects consumer loyalty positively. The results tend to agree with the previous research by Upshaw (1995) that brand personality derives from loyal consumers. Also, it supports similar research by Brakus et al. (2009), that there is a positive relationship between brand personality and consumer loyalty. On the other hand, the results seem to be different from the research of Kim et al. (2001), as they claimed that brand personality has no direct relationship with consumer loyalty, whereas there is an indirect relationship between brand personality and consumer loyalty by word-of-mouth. Hypothesis 3: Luxury cosmetic brand affects consumer loyalty positively. The findings from the hypotheses testing recommend that brand has a positive relationship with consumer loyalty in the industry of luxury cosmetic brands in Thailand (Bangkok). That means that Thai luxury cosmetic brand consumers consider brand as one of their criteria before deciding to have brand loyalty. Thus, luxury 8
9 cosmetic brand companies in Thailand should put emphasis on how to increase the positive brand of their target consumers in order to build loyal customers and maintain their existing customers. Hypothesis 4: Consumer satisfaction affects consumer loyalty positively. The findings support the results in the literature, which indicate that when a brand meets customer satisfaction, it will lead to brand loyalty (Magin et al., 2003). Also, the previous research suggested that consumer satisfaction contributes a positive effect on consumer loyalty (Yang and Peterson, 2004). Additionally, recent research by Brakus et al. (2009) pointed out that the level of consumer loyalty and brand commitment increases when consumer satisfaction has been met. Hypothesis 5: Brand trust affects consumer loyalty positively. The findings of this research tend to agree with the findings of similar studies by Chaudhuri and Holbrook (2001), O Shaughnessy (1992), Papista and Dimitriadis (2012) and Lau and Lee (1999) about the positive relationship between brand trust and consumer loyalty. Therefore, the findings from the hypotheses testing recommend that brand trust has a positive relationship effect on brand loyalty in the luxury cosmetic brand business in Thailand (Bangkok). That means, Thai luxury cosmetic brand consumers consider brand trust as one of their criteria before deciding to have consumer loyalty. Thus, luxury cosmetic brand companies in Thailand should focus on how to deliver the perception of trust in a brand to their target consumers in order to gain benefits from loyal consumers. Conclusion The research problem aims to focus on the role of brand in building consumer loyalty within the luxury cosmetic brand industry. Also, this study represents the first empirical study of luxury cosmetic brand in Thailand (Bangkok). The research provided only a quantitative approach to obtain and analyse the information. The quantitative method allowed the development of a theoretical framework from the survey questionnaire technique, which was conducted on Thai luxury cosmetic brand consumers. The study used SPSS for Windows: linear regression analysis and multiple regression analysis techniques to analyse the data. The findings showed that luxury cosmetic brand is represented by five dimensions, which are sensory, affective, 9
10 behavioural, intellectual and social. What s more, the relationship between luxury cosmetic brand and consumer loyalty was found to be statistically significant. This study also explained that consumer loyalty not only has a direct effect from luxury cosmetic brand but also has an indirect effect via brand personality, consumer satisfaction and brand trust. In addition to this, the regression analysis illustrated that all pathways were significant, especially brand trust acting as the strongest mediator between luxury cosmetic brand and consumer loyalty. 10
11 References Atwal, G., and Williams, A. (2008). Marketing in postmodern India: Bvglari meets bollywood. Indian Journal of Marketing. 38 (1): 3-7. Brakus, J., Schmitt, B.H., and Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?, Journal of Marketing 73 (May): Chang, P.L., and Chieng, M.H. (2006). Building Consumer Brand Relationship: A Cross- Cultural Experiential View. Psychology & Marketing. 23 (11): Chaudhuri, A., and Holbrook, M.B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing. 65 (April): Ha, H.Y., and Perks, H. (2005). Effects of consumer perceptions of brand on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour. 4 (6): Holbrook, M.B. and Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research 9: Kim, C.K., Han, D., and Park, S.B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43 (4): Lau, G.T., and Lee, S.H. (1999). Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market - Focused Management. 4 (4): Magin, S., Algesheimer, R., Huber, F., and Herrmann, A. (2003). The Impact of Brand Personality and Customer Satisfaction on Customer's Loyalty: Theoretical Approach and Findings of a Causal Analytical Study in the Sector of Internet Service Providers. Electronic Markets. 13 (4): O Shaughnessy, J. (1992). Explaining Buyer Behaviour, UK: Oxford University Press. Papista, E., and Dimitriadis, S. (2012). Exploring consumer-brand relationship quality and identification: Qualitative evidence from cosmetic brands, Qualitative Market Research: An International Journal. 15 (1): Schmitt, B.H. (1999b). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press. Schmitt, B.H. (2009). The concept of brand, Journal of Brand Management. 16 (7): Upshaw, L.B. (1995). Building Brand Identity. New York: John Wiley and Sons. Yang, Z., and Peterson, R.T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing. 21 (10):
12 Zarantonello, L., and Schmitt, B. H. (2010). Using the brand scale to profile consumers and predict consumer behaviour. Brand Management. 17 (7):
Brunel Business School Doctoral Symposium 28 th & 29 th March 2011
Student First Name:Reham Student Surname:Ebrahim Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited, except
More informationAn Investigation on How Brand Attachment and Brand Experience Affect Customer equity and Customer Loyalty
An Investigation on How Brand Attachment and Brand Experience Affect Customer equity and Customer Loyalty Research motivation: In the recent years, many constructs have been developed in the field of branding.
More informationThe Compositions, Antecedents and Consequences of Brand Loyalty. Chien-An Lin, National Kaohsiung University of Hospitality and Tourism, Taiwan
The Compositions, Antecedents and Consequences of Brand Loyalty Chien-An Lin, National Kaohsiung University of Hospitality and Tourism, Taiwan Asian Conference on Psychology and Behavioral Sciences 2015
More informationThe impact of brand experience on customers trust and satisfaction Case study: Computer brands
The impact of brand experience on customers trust and satisfaction Case study: Computer brands Farzad Maleklu M.A in Business Administration, Internal Business, University of Tehran, Farabi Campus, Tehran,
More informationCopyright subsists in all papers and content posted on this site.
Student First Name: Mohamed Student Second Name: Haffar Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited,
More informationBrunel Business School Doctoral Symposium 28 th & 29 th March 2011 Paper 43. Student First Name: Mohamed. Student Surname: Haffar
Student First Name: Mohamed Student Surname: Haffar Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited,
More informationExperiential marketing A consumption of fantasies, feelings and fun.
Experiential marketing A consumption of fantasies, feelings and fun. An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand.
More informationTHE MEDIATION ROLES OF QUALITY AND VALUE PERCEPTION ON BRAND LOYALTY. Wann-Yih Wu 1 and Nadia Anridho 2
THE MEDIATION ROLES OF QUALITY AND VALUE PERCEPTION ON BRAND LOYALTY Wann-Yih Wu 1 and Nadia Anridho 2 1 Department of Business Administration, Nanhua University, Taiwan No.55, Sec. 1, Nanhua Rd., Dalin,
More informationA STUDY ON BRAND EXPERIENCE, BRAND AWARENESS, BRAND RESONANCE AND BRAND LOYALTY AN EMPIRICAL INVESTIGATION OF THE SMART PHONE
A STUDY ON BRAND EXPERIENCE, BRAND AWARENESS, BRAND RESONANCE AND BRAND LOYALTY AN EMPIRICAL INVESTIGATION OF THE SMART PHONE Tung-Lai Hu Dept. of Business Management, National Taipei University of Technology,
More informationA Study On Experiential Marketing With Reference To Mega Malls In Chennai
A Study On Experiential Marketing With Reference To Mega Malls In Chennai Ms.S.Suchitra, Mba., Msc., M.Phil., Assistant Professor, Department Of Management Studies, Muthayammal Engineering College Rasipuram
More informationThe Impact of Mobile Shopping Quality on Customer Satisfaction and Purchase Intentions: The IS Success Based Model
The Impact of Mobile Shopping Quality on Customer Satisfaction and Purchase Intentions: The IS Success Based Model Lisa Y. Chen Management, I-Shou University Kaohsiung, 840, Taiwan and William H. Lauffer
More informationI Student First Name: Zeenat
I Student First Name: Zeenat Student Surname: Jabbar Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited,
More informationCopyright subsists in all papers and content posted on this site.
Student First Name: Reham Student Second Name: Ebrahim Copyright subsists in all papers and content posted on is site. Furer copying or distribution by any means wiout prior permission is prohibited, except
More informationAn Empirical Study on Customers Satisfaction of Third-Party Logistics Services (3PLS)
International Conference on Education, Management and Computing Technology (ICEMCT 2015) An Empirical Study on Customers Satisfaction of Third-Party Logistics Services (3PLS) YU LIU International Business
More informationCopyright subsists in all papers and content posted on this site.
Student First Name: Ali Student Second Name: Almakrami Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited,
More informationIMPACT OF BRAND CREDIBILITY ON CONSUMER LOYALTY A CASE STUDY OF FAST FOOD INDUSTRY IN DG KHAN, PAKISTAN
IMPACT OF BRAND CREDIBILITY ON CONSUMER LOYALTY A CASE STUDY OF FAST FOOD INDUSTRY IN DG KHAN, PAKISTAN Dr. M. Shoukat Malik Faculty of Business Administration Alfalah institute of Banking and finance
More informationThe Effect of Trust and Information Sharing on Relationship Commitment in Supply Chain Management
Available online at www.sciencedirect.com ScienceDirect Procedia - Social and Behavioral Scien ce s 130 ( 2014 ) 266 272 INCOMaR 2013 The Effect of Trust and Information Sharing on Relationship Commitment
More informationCHAPTER 1 INTRODUCTION
CHAPTER 1 INTRODUCTION The Indian food and grocery sector is mostly (95 percent) lies in the unorganized sector of neighborhood Kirana stores (mom and pop). They are very close to the heart of retail customers
More informationInternational Journal of Science and Research (IJSR) ISSN (Online): Index Copernicus Value (2013): 6.14 Impact Factor (2014): 5.
The Investigation of Effect of Customer Orientation and Staff Service-Oriented on Quality of Service, Customer Satisfaction and Loyalty in Hyperstar Stores Nazanin Jarideh MSc Student of Business Management,
More informationBrand Equity and Factors Affecting Consumer s Purchase Intention towards Luxury Brands in Bangkok Metropolitan Area
Brand Equity and Factors Affecting Consumer s Purchase Intention towards Luxury Brands in Bangkok Metropolitan Area Sumalee Lekprayura Abstract The purposes of this research were 1) to study consumer-based
More informationInternational Journal of Information Technology and Business Management 29 th April Vol.58 No JITBM & ARF. All rights reserved
THE RELATIONSHIPS AMONG BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY A CASE OF VIETNAMESE APPAREL INDUSTRY Kunchung Cheng Huyen Trang Tran MBA Dep, Da-Yeh ABSTRACT The paper clarifies the relation between
More informationThe Role of Brand Orientation, Market Orientation on Strengthening Internal Brand Equity: Evidences from Banking Sector of Pakistan
The Role of Brand Orientation, Market Orientation on Strengthening Internal Brand Equity: Evidences from Banking Sector of Pakistan Doi:10.5901/mjss.2014.v5n17p83 Abstract Naveed Ahmad D. G. Khan Faculty
More informationDesign factors customer behaviour relationship: The mediating role of. emotions and cognition
Design factors customer behaviour relationship: The mediating role of emotions and cognition Nusairat, N, Rashid, T and Rembielak, G Title Authors Type URL Published Date 2015 Design factors customer behaviour
More informationCheck of experiential marketing effect on loyalty buyers than company's brand (Case Study Milk and dairy Company Bistoon, in the city of Kermanshah)
Check of experiential effect on loyalty buyers than company's brand (Case Study Milk and dairy Company Bistoon, in the city of Kermanshah) Sadegh Azadi Department of Management. Payame Noor University,
More informationMARKETING FACTORS AFFECTING CUSTOMER SATISFACTION AND LOYALTY: A CASE STUDY OF THAI FOOD SUPPLIER IN BANGKOK
39 MARKETING FACTORS AFFECTING CUSTOMER SATISFACTION AND LOYALTY: A CASE STUDY OF THAI FOOD SUPPLIER IN BANGKOK Sumit Kumar Bhalla* Tin Zar Lwin* ABSTRACT Food sector in Thailand is growing and reaching
More informationCITY UNIVERSITY OF HONG KONG. Wmf~m*~ Brand Rejuvenation: The Case of Playboy in China ~~~4~~:~~~~~0T~~ Submitted to College of Business
CITY UNIVERSITY OF HONG KONG Wmf~m*~ Brand Rejuvenation: The Case of Playboy in China ~~~4~~:~~~~~0T~~ Submitted to College of Business jllj~1m in Partial Fulfillment of the Requirements for the Degree
More informationCall for Papers Exploring Destination Experiences
Call for Papers Exploring Destination Experiences Special Issue of the Journal of Destination Marketing and Management http://www.elsevier.com/wps/find/journaldescription.cws_home/727232/desc ription#description
More informationANALYSIS OF BRAND LOYALTY TOWARD NGOPI DOELOE S CAFÉ IN BANDUNG USING BRAND EXPERIENCE
JOURNAL OF BUSINESS AND MANAGEMENT Vol. 4, No.9, 2015: 975-980 ANALYSIS OF BRAND LOYALTY TOWARD NGOPI DOELOE S CAFÉ IN BANDUNG USING BRAND EXPERIENCE Chisnia Saraswati and Mia Tantri Diah Indriani School
More informationEffects of Brand Experience on Brand Loyalty in Fashion Retail Business
Pham Thi Lan Huong et al / Journal of Economic Development 23(3) 73-88 73 Effects of Brand Experience on Brand Loyalty in Fashion Retail Business PHAM THI LAN HUONG The University Of Danang University
More informationThe Effects of Workplace Spirituality and Work Satisfaction on Intention to Leave
The Effects of Workplace Spirituality and Work Satisfaction on Intention to Leave Chaiyaset Promsri, Faculty of Business Administration, Rajamangala University of Technology Phra Nakhon, Thailand. E-mail:
More informationInvestigating the Effect of Brand Experience on Reaction of Sport Goods Consumers (Case Study: Nike and Adidas Sports Apparel Consumers in Iran)
European Online Journal of Natural and Social Sciences 2013; www.european-science.com Vol.2, No.3 Special Issue on Accounting and Management. ISSN 1805-3602 Investigating the Effect of Brand Experience
More informationUniversity of Wollongong. Research Online
University of Wollongong Research Online University of Wollongong Thesis Collection 1954-2016 University of Wollongong Thesis Collections 2005 An integrative view and empirical examination of the relationships
More informationJournal home page: RESEARCH ARTICLE
Journal home page: http://www.journalijiar.com INTERNATIONAL JOURNAL OF INNOVATIVE AND APPLIED RESEARCH RESEARCH ARTICLE A STUDY OF INFLUENCE OF BRAND LOYALTY TOWARDS CUSTOMER RETENTION WITH THE SPECIAL
More informationRelationship between the consumer attitude toward the Corporate Public Advertisement and the Corporate Image
Relationship between the consumer attitude toward the Corporate Public Advertisement and the Corporate Image ABSTRACT After the 1997 Asian Financial Crisis, short-termism was heavily criticized, shifting
More informationAN ANALYTICAL STUDY OF RELATIONSHIP BETWEEN RECREATIONAL ORIENTATION OF BUYING MOTIVES AND PERSONALITY TYPE
AN ANALYTICAL STUDY OF RELATIONSHIP BETWEEN RECREATIONAL ORIENTATION OF BUYING MOTIVES AND PERSONALITY TYPE Research Scholar Swami Ramanand Teerth Marathwada University, Nanded (MS) INDIA India is on the
More informationAn examination of the effects of service brand dimensions on customer satisfaction
University of Aarhus From the SelectedWorks of Polymeros Chrysochou 2012 An examination of the effects of service brand dimensions on customer satisfaction Athanasios Krystallis Polymeros Chrysochou Available
More informationManagement Science Letters
Management Science Letters 3 (2013) 1315 1322 Contents lists available at GrowingScience Management Science Letters homepage: www.growingscience.com/msl An exploration study on factors influencing Iranian
More informationLoyalty, Investment Model and New Media - A Correlation Study in Banking Services in Montenegro
Loyalty, Investment Model and New Media - A Correlation Study in Banking Services in Montenegro 15 15 UDK: 336.71(497.16) DOI: 10.1515/jcbtp-2017-0002 Journal of Central Banking Theory and Practice, 2017,
More informationECOFORUM [Volume 7, Issue 2(15), 2018] THE SERVICE QUALITY DRIVERS OF CUSTOMER EXPERIENCE THE CASE OF ISLAMIC BANKS IN INDONESIA
THE SERVICE QUALITY DRIVERS OF CUSTOMER EXPERIENCE THE CASE OF ISLAMIC BANKS IN INDONESIA Nuri WULANDARI Indonesia Banking School, Indonesia nuri.w.h@ibs.ac.id Andi Novianti MAHARANI Indonesia Banking
More informationImpact Of Hrm Practices On Employee Satisfaction In Public Sector Commercial Banks In Chennai
International Journal of Management Academy (2013), 1 (2): 91-95 Received: October 2013 Accepted: November 2013 Copyright 2013 by IJOMA Impact Of Hrm Practices On Employee Satisfaction In Public Sector
More informationFactors Influence On Customer Satisfactions and E- Banking Services
WWJMRD 2018; 4(5): 8-13 www.wwjmrd.com International Journal Peer Reviewed Journal Refereed Journal Indexed Journal UGC Approved Journal Impact Factor MJIF: 4.25 E-ISSN: 2454-6615 Rambabu Lavuri Dept.
More informationThe Influence of Perceptions of Training towards Affective Commitment: A Conceptual Paper
The Influence of Perceptions of Training towards Affective Commitment: A Conceptual Paper Mikkay Wong Ei Leen, Rabeatul Husna Abdull Rahman, Halimah Mohd Yusof, Umar Haiyat Abdul Kohar To Link this Article:
More informationBrand Experience in Banking Industry: Direct and Indirect Relationship to Loyalty
Expert Journal of Marketing, Volume 4, Issue 1, pp.1-9, 2015 2016 The Author. Published by Sprint Investify. ISSN 2344-6773 Marketing.ExpertJournals.com Brand Experience in Banking Industry: Direct and
More informationImpact of Different Determinants on e-commerce consumer purchase decision: In case of E-Commerce website (1000zahia.com)
Invention Journal of Research Technology in Engineering & Management (IJRTEM) ISSN: 2455-3689 www.ijrtem.com Volume 2 Issue 12 ǁ December 2018 ǁ PP 13-17 Impact of Different Determinants on e-commerce
More informationThe Effects of Perceived Value of Mobile Phones on User Satisfaction, Brand Trust, and Loyalty
, pp.10-14 http://dx.doi.org/10.14257/astl.2015.114.03 The Effects of Perceived Value of Mobile Phones on User Satisfaction, Brand Trust, and Loyalty Kihan Chung 1, Jaesin Oh 1, Wonjong Kim 1, and Gwijeong
More informationISSN AnggreinyTatuil, The Impact of Service...
THE IMPACT OF SERVICE QUALITY AND TRUST TO CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AT BANK BCA MANADO by: AnggreinyTatuil Faculty of Economics and Business, International Business Administration
More informationon customer lifetime value: An example using Star Cruises
November 2010, Volume 9, No.11 (Serial No.89) Chinese Business Review, ISSN 1537-1506, USA The effect of experiential value, perceived quality and customer satisfaction on Ming-Cheng Lai, Feng-Sha Chou
More informationProposal. The Impact of Economic Recession on. Customer Loyalty to Banks
Proposal The Impact of Economic Recession on Customer Loyalty to Banks Copyright Insta Research Ltd. All rights reserved. 1 Table of Contents 1. Introduction and Background...3 2. Aims and Objectives...4
More informationManagement Science Letters
Management Science Letters 3 (2013) 1139 1144 Contents lists available at GrowingScience Management Science Letters homepage: www.growingscience.com/msl An investigation on the effect of advertising corporate
More informationCHAPTER 9 RESEARCH HYPOTHESES: HYPOTHESIS 1 AND HYPOTHESIS 2
CHAPTER 9 RESEARCH HYPOTHESES: HYPOTHESIS 1 AND HYPOTHESIS 2 9.1 Background of Hypothesis 1: Brand is an identity any product or services. Brand helps the consumers to categorize the product as low priced,
More informationAn Empirical Investigation of Consumer Experience on Online Purchase Intention Bing-sheng YAN 1,a, Li-hua LI 2,b and Ke XU 3,c,*
2017 4th International Conference on Economics and Management (ICEM 2017) ISBN: 978-1-60595-467-7 An Empirical Investigation of Consumer Experience on Online Purchase Intention Bing-sheng YAN 1,a, Li-hua
More informationCopyright subsists in all papers and content posted on this site.
Student First Name: Ahmad Student Surname: Al-Halak Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited,
More informationImportance of Social Media in Business Firm in Palestine & its Effects
International Journal of Managerial Studies and Research (IJMSR) Volume 6, Issue 10, September 2018, PP 46-54 ISSN 2349-0330 (Print) & ISSN 2349-0349 (Online) http://dx.doi.org/10.20431/2349-0349.0610004
More informationAn Empirical Study on the Drivers of E-Commerce Business
Indian Journal of Science and Technology, Vol 9(32), DOI: 10.17485/ijst/2016/v9i32/98648, August 2016 ISSN (Print) : 0974-6846 ISSN (Online) : 0974-5645 An Empirical Study on the Drivers of E-Commerce
More informationInvestigating Online Consumer Behavior in Iran Based on the Theory of Planned Behavior
Modern Applied Science; Vol. 10, No. 4; 2016 ISSN 1913-1844 E-ISSN 1913-1852 Published by Canadian Center of Science and Education Investigating Online Consumer Behavior in Iran Based on the Theory of
More informationA STUDY ON THE IMPACT OF HEDONIC SHOPPING VALUE ON IMPULSE BUYING AMONG CONSUMERS IN KOLKATA
A STUDY ON THE IMPACT OF HEDONIC SHOPPING VALUE ON IMPULSE BUYING AMONG CONSUMERS IN KOLKATA Sumana Chaudhuri, Department of Management Birla Institute of Technology Mesra, Ranchi, India. ABSTRACT In India,
More informationAssumption University-eJournal of Interdisciplinary Research (AU-eJIR) Vol 2. Issue 1
THE STUDY OF FACTORS AFFECTING INTENTIONS TO USE CAR SHARING SERVICES IN THAILAND Direk Tayakee Assumption University Bangkok, Thailand Email: direk@tayakee.com Abstract: This research is conducted to
More informationA STUDY ON TRUST, BRAND IMAGE, EXPERIENTIAL MARKETING AND CUSTOMER LOYALTY
A STUDY ON TRUST, BRAND IMAGE, EXPERIENTIAL MARKETING AND CUSTOMER LOYALTY Tung-Lai Hu Dept. of Business Management, National Taipei University of Technology, No. 1, Sec. 3, Zhong-Xiao E. Rd., Taipei,
More informationMEASURING THAI CUSTOMERS GENDER AND BEHAVIOURS INFLUENCE ON THE ADOPTION OF E-COMMERCE TECHNOLOGIES BY SMALL AND MEDIUM ENTERPRISES (SMEs)
IADIS International Conference e-commerce 2008 MEASURING THAI CUSTOMERS GENDER AND EHAVIOURS INFLUENCE ON THE ADOPTION OF E-COMMERCE TECHNOLOGIES Y SMALL AND MEDIUM ENTERPRISES (SMEs) Vasin Chooprayoon,
More information1. Introduction. Mohamad A. Hemdi 1, Mohd Hafiz Hanafiah 1 and Kitima Tamalee 2
DOI: 10.7763/IPEDR. 2013. V67. 1 The Mediation Effect of Psychological Contract Fulfillment on Discretionary Human Resource Practices and Organizational Citizenship Behaviors of Hotel Employees Mohamad
More informationCHAPTER ONE 1 60 The Introduction. CHAPTER TWO Research Methodology and Statistical tools employed
CONTENTS PAGES DECLARATION PREFACE ACKNOWLEDGEMENTS LIST OF TABLES LIST OF FIGURES LIST OF ABBREVIATION CHAPTER ONE 1 60 The Introduction CHAPTER TWO 61-80 Research Methodology and Statistical tools employed
More informationA Study on the Effects of Relational Benefits and Customer Personality
, pp.7-11 http://dx.doi.org/10.14257/astl.2016.126.02 A Study on the Effects of Relational Benefits and Customer Personality Eun Ju Heo 1, Saebum Kim 2 and Hui Sun 3 1 Dept. of Business Administration,
More informationIMPACT OF RETAILER BRAND EQUITY ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION IN SELECTED RETAIL OUTLETS IN BANGALORE CITY
Journal of Management (JOM) Volume 5, Issue 5, September October 2018, pp. 23 31, Article ID: JOM_05_05_004 Available online at http://www.iaeme.com/jom/issues.asp?jtype=jom&vtype=5&itype=5 Journal Impact
More information1. Introduction: 2. Research Objectives: EXECUTIVE SUMMARY
EXECUTIVE SUMMARY 1. Introduction: Brands have been one of the major marketing tools for the marketer. In order to meet the challenges faced by brands, researchers and marketers have identified a role
More informationKnowledge of Security Protocols and Acceptance of E-commerce
Knowledge of Security Protocols and Acceptance of E-commerce Sumendra Singh, Faculty of Business and IT, Webster University, Thailand. E-mail: singh89sumendra@gmail.com Leslie Klieb, Faculty of Business
More informationManagement Science Letters
Management Science Letters 4 (2014) 1003 1008 Contents lists available at GrowingScience Management Science Letters homepage: www.growingscience.com/msl Examining the effect of relationship marketing on
More informationNADIA ZAHEER PETER TRKMAN HOW MUCH WILLINGNESS TO SHARE INMORMATION AFFECTS SOCIAL EXCHANGE FACTORS IN SUPPLY CHAINS
NADIA ZAHEER National University of Sciences & Technology, Pakistan PETER TRKMAN University of Ljubljana, Faculty of Economics, Slovenia HOW MUCH WILLINGNESS TO SHARE INMORMATION AFFECTS SOCIAL EXCHANGE
More informationExploring the Role of Digital Media in Organization- Public Relationships and Public Engagement
Exploring the Role of Digital Media in Organization- Public Relationships and Public Engagement Yuan Wang Assistant Professor Department of Communication Eastern Kentucky University, U.S.A. Outline 1.
More informationMeasuring Brand Equity With Structural Equations Models. Multivariate Solutions
Measuring Brand Equity With Structural Equations Models Multivariate Solutions Basics of Structural Equation Models Structural equation modeling (SEM) is a statistical technique for building and testing
More informationResearch on the Influencing Factors of User Consumption in E- commerce Webcast Mode
Research on the Influencing Factors of User in E- commerce Webcast Mode Abstract Mei Luo 1, a, Jianhong Jiang 2, b, Qihong Lv 2, c 1 Business School, Guilin University of Technology, Guilin 541004, China
More informationJournal of Internet and e-business Studies
Journal of Internet and e-business Studies Vol. 2015 (2015), Article ID 197131, 29 minipages. DOI:10.5171/2015.197131 www.ibimapublishing.com Copyright 2015. Karla Barajas-Portas. Distributed under Creative
More informationBRAND EXPERIENCE EFFECTS ON CONSUMER SOCIAL MEDIA MARKETING PERCEPTIONS AND BRAND VALUE
BRAND EXPERIENCE EFFECTS ON CONSUMER SOCIAL MEDIA MARKETING PERCEPTIONS AND BRAND VALUE ABSTRACT *Tugba Orten TUGRUL *Izmir University of Economics, Turkey Previous research demonstrates that customer
More informationCopyright subsists in all papers and content posted on this site.
Brunel Business School Doctoral Symposium 28 th & 29 th March 2011 Student First Name: Saleh Student Surname: Bukhari Copyright subsists in all papers and content posted on this site. Further copying or
More informationAvailable online at ScienceDirect. Procedia Economics and Finance 27 ( 2015 )
Available online at www.sciencedirect.com ScienceDirect Procedia Economics and Finance 27 ( 2015 ) 567 573 22nd International Economic Conference IECS 2015 Economic Prospects in the Context of Growing
More informationMeasuring brand equity: a comparison between a global brand and a national
Measuring brand equity: a comparison between a global brand and a national brand. Track: Brand equity issues Key words: brand equity, marketing mix, Brand comparisons, Partial least squares structural
More informationInternational Journal of Arts and Entrepreneurship Vol.1, Issue 2, 2013
FACTORS AFFECTING CUSTOMER LOYALTY IN BEER INDUSTRY IN KENYA: A CASE OF EAST AFRICAN BREWERIES LIMITED Stephen Karume Warui Student, Jomo Kenyatta University of Agriculture and Technology KENYA Karanja
More informationE-SERVICE QUALITY EXPERIENCE AND CUSTOMER LOYALTY: AN EMPHASIS OF THE NIGERIA AIRLINE OPERATORS
European Journal of Business and Social Sciences, Vol. 1, No. 9, pp 118-125, December 2012. URL: http://www.ejbss.com/recent.aspx ISSN: 2235-767X E-SERVICE QUALITY EXPERIENCE AND CUSTOMER LOYALTY: AN EMPHASIS
More informationA STUDY ON FACTORS THAT DRIVE SATISFACTION AMONG ORGANIZATIONAL USERS OF WATER TREATMENT PLANT
Volume 6, Issue 10 (October, 2017) UGC APPROVED Online ISSN-2277-1166 Published by: Abhinav Publication Abhinav National Monthly Refereed Journal of Research in A STUDY ON FACTORS THAT DRIVE SATISFACTION
More informationE u r o E c o n o m i c a Issue 1(35)/2016 ISSN:
The Future of Sustainable Fashion Consumption: an Empirical Investigation Ionica Oncioiu 1 Abstract: Small online businesses around the world are facing an immense challenge: to respond to economic opportunities
More informationFactors Affecting Brand Switching In Telecommunication Sector
Quest Journals Journal of Research in Business and Management Volume 3 ~ Issue 1(2015) pp:11-15 ISSN(Online) : 2347-3002 www.questjournals.org Research Paper Factors Affecting Brand Switching In Telecommunication
More informationEffect of Website Features on Online Relationship Marketing in Digikala Online Store (Provider of Digital Products and Home Appliances)
Effect of Website Features on Online Relationship Marketing in Digikala Online Store (Provider of Digital Products and Home Appliances) Mohammad Larti M.A. Student Business Management, International Business
More informationService Quality and Consumer Behavior on Metered Taxi Services
Service Quality and Consumer Behavior on Metered Taxi Services Nattapong Techarattanased Abstract The purposes of this research are to make comparisons in respect of the behaviors on the use of the services
More informationBoonyarit Phongmekhin Dr.Sudaporn Sawmong Eastern Asia University
MARKETING STRATEGY MODEL OF EUROPEAN PASSENGER CARS FOR THAILAND AUTOMOBILE MARKET Boonyarit Phongmekhin Dr.Sudaporn Sawmong Eastern Asia University MARKETING STRATEGY MODEL OF EUROPEAN PASSENGER CARS
More informationDetermining the Relationship between Brand Personality and Brand Loyalty in Tehran, Iran: Case of iphone Smartphone
Determining the Relationship between Brand Personality and Brand Loyalty in Tehran, Iran: Case of iphone Smartphone Ladan Safa #1, Mohammad Reza Daraei #2 #1 MBA Student, Department of Management, Payame
More informationResearch on Brand Loyalty of Smart Phone Customer in Fast Iterative Context
2017 International Conference on Frontiers in Educational Technologies and Management Sciences (FETMS 2017) Research on Brand Loyalty of Smart Phone Customer in Fast Iterative Context Qiang Yanga, Jiaojiao
More informationCopyright subsists in all papers and content posted on this site.
Student First Name: Stella Student Second Name:Ojo Copyright subsists in all papers and content posted on this site. Further copying or distribution by any means without prior permission is prohibited,
More informationHOW PRODUCT QUALITY AND CORPORATE IMAGE AFFECT CUSTOMER LOYALTY: AN EMPIRICAL STUDY
HOW PRODUCT QUALITY AND CORPORATE IMAGE AFFECT CUSTOMER LOYALTY: AN EMPIRICAL STUDY 1 JONIDA XHEMA, 2 HASAN METIN 1,2 University for Business and Technology, Kosovo E-mail: 1 jonida.xhema@ubt-uni.net,
More informationFactors Driving Business-To-Business Catalogue Order Satisfaction and Trust
Factors Driving Business-To-Business Catalogue Order Satisfaction and Trust Author Merrilees, Bill, Fenech, Tino Published 2004 Conference Title ANZMAC 2004 Marketing accountabilities and responsibilities.
More informationA Report on Factors that Influence Quality of Work-Life of the Employees in Information Technology Companies
Volume 1, Issue 2, October-December, 2013, pp. 41-46, IASTER 2013 www.iaster.com, Online: 2347-5943, Print: 2347-8780 A Report on Factors that Influence Quality of Work-Life of the Employees in Information
More informationCHAPTER-IV. testing project. The best design depends on the research questions. Every design
CHAPTER-IV RESEARCH METHODOLOGY 4.1 Research Design A Research design is concerned with turning a research question into a testing project. The best design depends on the research questions. Every design
More informationEnd-User Computing Satisfaction (EUCS) in Computerised Accounting System (CAS): Which the Critical Factors? A Case in Malaysia
Vol. 2, No. 1 End-User Computing Satisfaction (EUCS) in Computerised Accounting System (CAS): Which the Critical Factors? A Case in Malaysia Azleen Ilias Mohd Zulkeflee Abd Razak Rahida Abdul Rahman Mohd
More informationEmpirical research on the impact of customer-oriented organizational culture on management control process
8, Issue 2 (2017) 56-60 Journal of Advanced Research in Business and Management Studies Journal homepage: www.akademiabaru.com/arbms.html ISSN: 2462-1935 Empirical research on the impact of customer-oriented
More informationcustomer repurchase intention
Factors influencing Internet shopping value and customer repurchase intention ABSTRACT This research empirically examines the effect of various Internet shopping site qualities on the utilitarian and hedonic
More informationImpact of Customer Satisfaction on Customer Loyaltyw.r.t.selected Telecom Services in Bilaspur, Chhattisgarh.
Impact of Customer Satisfaction on Customer Loyaltyw.r.t.selected Telecom Services in Bilaspur, Chhattisgarh. Dr. Ashok Kumar Chandra 1, AmitStieve Henry 2,Hashdeep Khurana 3 1 Assistant Professor, DOM,
More informationPriscilla Jennifer Rumbay. The Impact of THE IMPACT OF CUSTOMER LOYALTY PROGRAM TO CUSTOMER LOYALTY (STUDY OF GAUDI CLOTHING STORE MANADO)
THE IMPACT OF CUSTOMER LOYALTY PROGRAM TO CUSTOMER LOYALTY (STUDY OF GAUDI CLOTHING STORE MANADO) by: Priscilla Jennifer Rumbay 1 Faculty of Economics and Business International Business Administration
More informationThe Influence of Online Reviews on Consumers Purchase Decision An Empirical Study
The Influence of Online Reviews on Consumers Purchase Decision An Empirical Study Hualin Wang Scientific Journal of E-Business October 2014, Volume 3, Issue 3, PP.12-18 Jiangxi University of Finance &
More informationCHAPTER - 3 RESEARCH GAP, PROBLEM STATEMENT, RESEARCH OBJECTIVES AND HYPOTHESES
CHAPTER - 3 RESEARCH GAP, PROBLEM STATEMENT, RESEARCH OBJECTIVES AND HYPOTHESES 3.1 Research Gap and Statement of Research Problem Review of literature suggests that a number of studies have been carried
More informationCHAPTER 4 RESEARCH METHODOLOGY
91 CHAPTER 4 RESEARCH METHODOLOGY INTRODUCTION This chapter presents how the study had been designed and orchestrated and provides a clear and complete description of the specific steps that were taken
More informationManagement Science Letters
Management Science Letters 4 (2014) 1391 1396 Contents lists available at GrowingScience Management Science Letters homepage: www.growingscience.com/msl Investigating different factors influencing on brand
More informationAsian Journal of Multidisciplinary Studies
Asian Journal of Multidisciplinary Studies Volume 2, Issue 11, November 2014 ISSN: 2321-8819 (Online) 2348-7186 (Print) Impact Factor: 0.923 A study of Service Quality, Customer Satisfaction and of Customers
More information