Impact of brand awareness and association on loyalty : the role of equity in plant medicine market in Kumasi, Ghana

Oppong, Peter Kwasi; Phiri, Maxwell Agabu

doi:10.31920/1750-4562/2018/v13n2a8

Cited by 11 publications

(22 citation statements)

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“…Thus, H1a, H2a, H3a and H4a were supported. Some previous studies also confirmed these relationships (Lai et al, 2007;Len et al, 2007;Morgan-Thomas & Veloutsou, 2013;Jing et al, 2014;Lin & Bennett, 2014;Khan & Rahman, 2015b;Oppong & Phiri, 2018). On the other hand, our research showed the direct impact of e-brand awareness and perceived quality on e-brand loyalty which were also proposed by other studies (Ha & Perks, 2005;Pike et al, 2010;Buil et al, 2013;Yousaf et al, 2012;Hsu et al, 2012;Lin & Bennett, 2014;Xu et al, 2015).…”

Section: Discussionsupporting

confidence: 90%

“…Aaker (1991) stated that brand associations can be a platform for differentiation, positioning, brand extension, and a basis for buying a particular brand. Also, consumers depend on brand associations to process, organize and retrieve messages from their memory to assist in making buying decisions (Oppong, & Phiri, 2018). It is imperative to consider the association between brand association and brand satisfaction and loyalty.…”

Section: Relationship Between Brand Association E-satisfaction and Ementioning

confidence: 99%

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The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

Quan¹,

Khanh²,

Nhung³

et al. 2020

10.5267/j.msl

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This paper analyses the role of online satisfaction (e-satisfaction) as a mediator in the relationship between website brand equity, online brand experience (e-brand experience) and online loyalty (eloyalty) in the context of shopping online in Vietnam. The data for this study were gathered through mail questionnaires which were distributed to target participants who reported their consumption experience with shopping online through website. The survey was conducted at three big cities of Vietnam with the sample size at 928. We used structural equation model (SEM) to evaluate the suitability of the theoretical model under analysis with respect to the empirical data, and examined the significance of the hypotheses. The results showed that the estimations of the standardized regression coefficients in which e-brand experience has the largest impact on e-satisfaction and brand awareness has the biggest effect on e-loyalty. Otherwise, e-satisfaction plays a key role in mediating between website brand equity, e-brand experience and e-loyalty.

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Section: Discussionsupporting

confidence: 90%

Section: Relationship Between Brand Association E-satisfaction and Ementioning

confidence: 99%

The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

Quan¹,

Khanh²,

Nhung³

et al. 2020

10.5267/j.msl

View full text Add to dashboard Cite

show abstract

“…Therefore, Hypotheses 1, 2 and 3 were supported. Several previous studies have also confirmed the relationship between brand experience and satisfaction (Oppong and Phiri, 2018).…”

Section: Hypothesis Testingmentioning

confidence: 59%

The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam

Thanh

2021

jiem

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This paper analyses the effect of brand image, perceived quality, perceived uniqueness on loyalty of customers in the mobile telecom industry. The data for this study were gathered through face-to-face questionnaires that were distributed to target participants, who reported their consumption experience with mobile telecom services. The survey was conducted in Hanoi and Ho Chi Minh city with the sampling of 453 respondents. We used the Structured Equation Model to evaluate the suitability of the framework and examine the hypotheses. The results reveal that brand equity impacts directly customer satisfaction and has indirect effect on loyalty via customer satisfaction.

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“…Also, increased awareness positively affects consumers` choice and loyalty (Ferrell & Hartline, 2011;Aaker, 1996). Furthermore, empirical investigations revealed that awareness directly impacts loyalty (Oppong & Phiri, 2018;Hyun & Kim, 2011). Hence, the following hypotheses are proposed: H1: Brand awareness significantly and positively influences behavioural loyalty.…”

Section: Theoretical Review and Research Hypothesesmentioning

confidence: 99%

“…The role of awareness, credibility, quality and loyalty to WOM has received considerable attention from several authors (e.g. Hyun & Kim, 2011;Yoo et al, 2000;Ameri & Behnam, 2014;Bahri-Ammari, 2012;Oppong & Phiri, 2018). However, there is few or no research on the impact of brand awareness, credibility and quality on WOM through the impact of attitudinal loyalty and behavioural loyalty, particularly in the TM market.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Brand Awareness, Credibility, Quality and Loyalty on Word-of-Mouth in a Competitive Medicine Market

Oppong

2021

IMBR

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Brands with a high level of awareness, credibility, quality and loyalty provide a platform for strengthening customers` favourable word-of-mouth, which may contribute to increasing market share in a competitive environment. However, there is few or no research on the effect of awareness, credibility and quality on word-of-mouth through the impact of attitudinal loyalty and behavioural loyalty, particularly in the traditional medicine market. Consequently, this research aims to evaluate the effect of awareness, credibility and quality on word-of-mouth via the impact of the dimensions of loyalty in the traditional medicine market. Survey questionnaires were administered to 265 customers chosen from the traditional medicine market through a systematic sampling strategy. The data collected were statistically analyzed using structural equation modelling through SPSS Amos 20. The study revealed that awareness, credibility and quality positively influence word-of-mouth through the impact of behavioural loyalty. The research further found that awareness and credibility significantly influence positive word-of-mouth through the impact of attitudinal loyalty in the traditional medicine market. Therefore, this paper extends the prior studies by exhibiting the potential role of brand awareness, credibility and quality in strengthening word-of-mouth through the impact of attitudinal loyalty and behavioural loyalty, particularly in the traditional medicine market. This paper also advances managers` knowledge about creating and exploiting brand awareness, credibility, perceived quality, attitudinal loyalty and behavioural loyalty to increase positive word-of-mouth in the traditional medicine market

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Impact of brand awareness and association on loyalty : the role of equity in plant medicine market in Kumasi, Ghana

Cited by 11 publications

References 0 publications

The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam

The Effect of Brand Awareness, Credibility, Quality and Loyalty on Word-of-Mouth in a Competitive Medicine Market

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