The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.

The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty:

Using the means-end framework as a theoretical foundation, this article conceptualizes, constructs, refines, and tests a multiple-item scale (E-S-QUAL) for measuring the service quality delivered b...

/pdf/e-s-qual-a-multiple-item-scale-for-assessing-electronic-2f9xy8ot5i.pdf

E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality

The four Visegrad states — Poland, the Czech Republic, Slovakia (until 1993 Czechoslovakia) and Hungary — form a compact area between Germany and Austria in the west and the states of the former USSR in the east. They are bounded by the Baltic in the north and the Danube river in the south. They are cut by the Sudeten and Carpathian mountain ranges, which divide Poland off from the other states. Poland is an extension of the North European plain and like the latter is drained by rivers that flow from south to north west — the Oder, the Vlatava and the Elbe, the Vistula and the Bug. The Danube is the great exception, flowing from its source eastward, turning through two 90-degree turns to end up in the Black Sea, forming the barrier and often the political frontier between central Europe and the Balkans. Hungary to the east of the Danube is also an open plain. The region is historically and culturally part of western Europe, but its eastern Marches now represents a vital strategic zone between Germany and the core of the European Union to the west and the Russian zone to the east.

Economy and Society

Individualism and collectivism

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID1960358_code1671431.pdf?abstractid=1960358&mirid=4

Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?

This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity.

An examination of selected marketing mix elements and brand equity

Developing and validating a multidimensional consumer-based brand equity scale

Internet shopping sites must be of high quality to attract consumers and influence their shopping decisions. We have developed a scale to measure the perceived quality of an Internet shopping site (PQISS). This scale can be used to evaluate Internet shopping sites and to examine the relationships between the site quality and relevant variables.

Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (PQISS)

Service quality has been conceptualized as the difference between perceived service performance and expected service level. The authors study the effect of consumers' cultural orientation on their ...

Cultural Influences on Service Quality Expectations

Hofstede's (1980 and 2001) renowned five-dimensional measure of cultural values is the overwhelmingly dominant metric of culture. His measure has been used as a contextual variable, but it is often required to directly measure cultural values for individual consumers or managers. The purpose of this research is to respond to the call for developing a psychometrically sound measure of Hofstede's culture at the individual level. Past research in this area has developed a scale for only one of Hofstede's dimensions, a highly work-oriented scale, or a scale with poor reliability. By overcoming every major weakness of past studies, this research offers CVSCALE, a 26-item five-dimensional scale of individual cultural values that assesses Hofstede's cultural dimensions at the individual level. The scale shows adequate reliability, validity, and across-sample and across-national generalizability.

Boonghee Yoo

Papers

An examination of selected marketing mix elements and brand equity

Developing and validating a multidimensional consumer-based brand equity scale

Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (PQISS)

Cultural Influences on Service Quality Expectations

Measuring Hofstede's Five Dimensions of Cultural Values at the Individual Level: Development and Validation of CVSCALE