Pengurusan Kontrak Melalui Teori Remedi

doi:10.17576/pengurusan-2017-50-07

Cited by 26 publications

(17 citation statements)

References 35 publications

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“…This study shows that brand awareness is positively and significantly related to brand loyalty (p < 0.05, b = 0.22) and this result is the same as findings of Aaker and Keller (1990). While, Mabkhot, Shaari, & Salleh (2017) discusses brand loyalty as an outcome of brand image in the automobile sector, this study takes another dimension of loyalty as an outcome of brand awareness in the higher education setting, suggesting that HEIs should connect itself to all the means contributing towards its brand building. And in that context, provision of quality services and promotional attempts become part of this established brand awareness that aims at cashing future awareness and brand loyalty of students.…”

Section: Sources: Developed By the Authorsupporting

confidence: 81%

“…Looks like that gone are the times when quality was considered by customers (students) the only criteria for selecting an educational institute as how well the brand is familiar and established is a key attribute in their decision-making process now. They want their educational institute to be famous or have an awareness in common, so they carry with them a tag of an acclaimed and trusted brand; thus, helping them in job placement as well (Mabkhot et al, 2017). While students and guardians -being customer prefer a renowned brand as their educational institute (Kayombo and Carter, 2016), higher education institutions (HEIs) are leaving no stone unturned to cash on this rising trend and making all necessary attempts to brand their institute.…”

Section: Introductionmentioning

confidence: 99%

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Brand Loyalty of Higher Education Institutions

Abbas¹

2019

MMI

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There was a time when branding was limited to FMCG and mass manufacturers, but recent times have seen the importance of marketing and brand management of novel sectors like education. Considering this scenario, the main aim of the paper is to investigate the impact of brand awareness and service quality of HEIs (Higher Education Institutions); on their credibility, trust and the loyalty in the long run, which can be achieved through brand promotion and provision of valued services. The purpose further extends in making a comparison of the effect of both brand awareness (BA) and service quality (SQ) on HEIs' Loyalty. Methodological tools of the research methods are comprised of Quantitative data relying on a validated questionnaire with a sample size of 139. As the object of the research was higher education institutions (HEIs), two Government and two Private universities from Lahore (Pakistan) region were selected, which are involved in the aggressive brand promotion and known for the provision of esteemed service quality. The paper presenting the results of empirical analysis depicts that brand awareness and service quality have a significant impact on brand loyalty of educational institutes; thus, making it compulsory to stress on continuous brand management. However, in comparing both independent variables, it's the service quality that contributes more towards brand loyalty in the long run, yet both aspects work side by side and need to be focused. The results of the research can be equally useful for stakeholders encompassing higher education institutions as service providers, students/guardians as consumers or customers, accredited bodies and professional consultancy/marketing firms for informed decision making in their respective domains. As for research limitation, the data was collected from Lahore region which is known as an educational hub, so the results might show variations in less populated regions. Also, the nature of educational institutes I.e. state or private might account for different standpoints to some extent.

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Section: Sources: Developed By the Authorsupporting

confidence: 81%

Section: Introductionmentioning

confidence: 99%

Brand Loyalty of Higher Education Institutions

Abbas¹

2019

MMI

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“…However, there is a paucity of a clear explanation about a relationship between these two brand constructs which has been provided by these researchers. Also, Mabkhot, Shaari, and Salleh (2017) find no significant relationship among these constructs. Hence, it is worthwhile to further take a look at these relationships and seek clearer explanation.…”

Section: Figure 1 Theoretical Frameworkmentioning

confidence: 78%

Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers

Kim¹,

Yan²

2019

Journal of International Studies

126

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Brand researchers have been in their quest for understanding how consumers evaluate brands and react to branding practices. The purpose of this study is to validate the importance of brand experience in brand building process with high-and low-involvement products of global brands in China. Four global brands (Nike, Kappa, Ferrero, Meiji) were selected for the analysis, and 1,100 participants of the millennial generation consumers participated in the online survey. The findings suggest that both rational perception and emotional feelings of consumers play important roles in the process of brand building among Chinese consumers. The relationship between brand image and brand trust, which is the initial stage of brand building process plays a vital role in consumers' purchasing decisions. Concurrently, brand experience positively influences brand image and attachment, leading to consumers' purchasing decisions. The findings also provide insights regarding different paths in the brand building process for high and low involvement product categories, suggesting the importance of differentiated branding strategies for various product categories in China.

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“…Marketers also commonly espouse that the brand name should be meaningful or suggestive -i.e., the name should convey relevant information about product features or benefits (KLINK, 2003). MABKHOT et al (2017:3) define a brand image as "the perceptions and beliefs held by consumers, as reflected in the associations held in the consumer's memory". According to this definition, consumers have a meaning associated with the brand, which is retained in their minds as a brand image.…”

Section: Brand Namementioning

confidence: 99%

The Effect of Consumer Perceived Trust and Image Toward Food Brands on Consumers’ Willingness to Buy

Abdalrahman

Lehota

2019

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A Purpose -consumers' buying process is affected by many variables in which branding strategy is indeed an important variable to be considered. This paper aims to evaluate the influence of three branding elements -brand name, packaging, and country of origin -on Palestinian consumers' willingness to buy food products to understand better their buying. Methodology -The study was conducted in the Palestinian market, the sample was selected according to simple random sampling technique, and a structured questionnaire was prepared, then it was electronically distributed by using emails and social media. The questionnaire contains 35 questions depending on a balanced Fifth Likert Scale and a single-item 7-point differential semantic scale, the questions intended to determine the influence of the selected branding elements on consumers' willingness to buy food products. The data were analysed depending on the descriptive analysis and one sample t-test. Findings -according to the results of the data analysis it was found that product features and attributes were the factors of the highest importance that influenced the consumers' willingness to buy, while the branding elements variables came at second rank of importance. Also, the results show that the effect of three chosen branding elements on consumer willingness to buy is significant. The outcomes of this study may be advantageous for firms working in food sectors, since the Palestinian market is lacking such a scientific study and help them in creating marketing strategies to increase the sales volume of their products.

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Pengurusan Kontrak Melalui Teori Remedi

Cited by 26 publications

References 35 publications

Brand Loyalty of Higher Education Institutions

Brand Loyalty of Higher Education Institutions

Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers

The Effect of Consumer Perceived Trust and Image Toward Food Brands on Consumers’ Willingness to Buy

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