Journal ArticleDOI
The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity
Erfan Severi,Kwek Choon Ling +1 more
TLDR
In this paper, Mohd. Yasin and Abdul Rahman Zahari found a mediating relationship among the dimensions of brand equity on brand equity, including brand association, brand awareness, brand loyalty, perceived quality and brand image.Abstract:
According to Marketing Science Institute (2002), one of the major objectives of marketing research is to assess the strength of brand equity. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the consumer decision making process (Norjaya Mohd. Yasin & Abdul Rahman Zahari, 2011). The aim of this study is to find out the indirect relationship amongst the brand equity dimensions on brand equity. For the purpose of this study, brand equity dimensions include brand association, brand awareness, brand loyalty, perceived quality and brand image. In this study, a sum of 300 usable questionnaires were gathered. The result indicates a mediating relationship amongst the dimensions of brand equity on brand equity.read more
Citations
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Young consumers insights on brand equity: effects of brand association, brand loyalty, brand awareness, and brand image
TL;DR: In this paper, the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers were examined using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer program version 21.
Journal ArticleDOI
Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops
TL;DR: In this article, the authors identify structural associations among image, satisfaction, trust, lovemarks (love and respect for a particular brand) and brand loyalty for name-brand coffee shops.
Journal ArticleDOI
Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach
TL;DR: In this paper, an extended technology acceptance model (TAM) that incorporates brand equity and website quality as determinants of perceived usefulness and perceived ease-of-use to predict Chinese consumer intention to use apparel mobile commerce (m-commerce).
Journal ArticleDOI
Engagement and Retention of the Millennial Generation in the Workplace through Internal Branding
TL;DR: In this paper, the authors present some emerging evidence about the HR-internal branding relationship and provide the readers with specific recommendations for developing new practices and policies designed to attract, develop and retain this cohort so that it contributes internally to strong brand engagement.
Journal ArticleDOI
Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity
Jinzhao Lu,Yingjiao Xu +1 more
TL;DR: Wang et al. as mentioned in this paper investigated Chinese young consumers' brand loyalty toward sportswear products from a self-congruity perspective, and found that a significant influence of brand self-congruity on consumers's brand association and perceived quality, which, in turn, influenced consumers’ brand loyalty.
References
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Journal ArticleDOI
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