Application of an extended CBBE model with particular reference to private car insurance providers in India

Chatterjee, Joyee

doi:10.1504/ijbda.2020.108698

Cited by 1 publication

(2 citation statements)

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“…Essentially, brand equity is measured through the minds of customers, making the consideration of sustainable concepts critical for assessing brand equity [2]. Since the emergence of brand equity concepts over the last three decades, various models have been introduced that include various brand equity dimensions.…”

Section: Introductionmentioning

confidence: 99%

“…Much research has investigated the correlation among customer loyalty as well as customer satisfaction, but no research examined the sustainable brand equity impact on customer trust customer satisfaction, and customer loyalty. The previous study inspected the importance of sustainable brand equity in the context of the automotive industry [11,12], fashion retail [13], hospitality industry [7], the insurance industry [2], tourism industry [14], telecommunication industry [15], food industry [16], banks industry [17], as well as education industry [18]. To the best of the researchers' knowledge, this is the first study to observe the sustainable brand equity model in the building material industry.…”

Section: Introductionmentioning

confidence: 99%

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The Effect of Sustainable Brand Equity on Customer Satisfaction and Customer Loyalty Using Customer Trust as Mediation Variable

Dananjoyo,

Udin

2023

IJSDP

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The primary goal of this study is to experimentally examine the mediating role of customer trust in the impact of sustainable brand equity on customer satisfaction and customer loyalty. We employed a quantitative methodology and designed a survey questionnaire to measure sustainable brand equity. The survey was administered to 220 construction material retailers in Jakarta, Indonesia. Our investigation focuses on how antecedents of sustainable brand equity influence customer perceptions of satisfaction and loyalty in the retail trade for building materials. We used structural equation modeling (SEM) in AMOS version 26 for the analysis. Our findings demonstrate that antecedents of sustainable brand equity (such as brand awareness, brand identification, physical quality, staff behavior, lifestyle congruence, and ideal self-congruence) directly and significantly influence customer trust. In turn, customer trust directly and significantly influences customer satisfaction and loyalty. Interestingly, while customer trust does not impact customer loyalty, customer satisfaction does, with a strong influence. Hence, customer loyalty is greatly affected by customer satisfaction. This study's significance lies in demonstrating how the development of sustainable brand equity affects trust, satisfaction, and loyalty among building material retailers. The emergence of customer trust as a mediator between sustainable brand equity, customer satisfaction, and customer loyalty forms the focal point of this study.

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Section: Introductionmentioning

confidence: 99%