The Effects of Brand Communication and Service Quality In Building Brand Loyalty Through Brand Trust; The Empirical Research On Global Brands

Zehir, Cemal; Şahin, Azize; Kitapçı, Hakan; Özşahin, Mehtap

doi:10.1016/j.sbspro.2011.09.142

Cited by 147 publications

(149 citation statements)

References 92 publications

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“…Furthermore, a number of studies found that service quality had significant positive effect on relationship quality elements, such as brand trust (Akbar & Parvez, 2009;Andreas & Simon, 2007;Zehir et al, 2011), brand commitment (Taleghani et al, 2011;Brady & Croni, 2001), and brand satisfaction (Ahmad & Hashim, 2011;Akbar and Parvez, 2009;Maghzi et al, 2011;Pappu & Quester, 2006). The results were confirmed by Lertwannawit and Gulid (2011) who demonstrated that the path relationship between service quality and brand trust is significant and positive.…”

Section: Linking Service Quality To Relationship Quality and Brand Eqmentioning

confidence: 91%

Strategic Effects of Product Innovation, Service Quality, and Relationship Quality on Brand Equity

Hanaysha¹,

Hilman²

2015

ASS

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This paper examines the effects of product innovation and service quality on brand equity mediated by relationship quality. To date, the patterns in past research show that there is less attention been paid to examine the importance of product innovation and service quality in affecting brand equity. Thus, in order to explore our knowledge in this area, this study was conducted among car users in Northern region of Malaysia. The data were analyzed using SPSS and Structural Equation Modeling (SEM). The findings indicated that product innovation and service quality have significant positive effects on relationship quality and brand equity. Moreover, the findings revealed that relationship quality mediates the relationship between product innovation and brand equity. It also shows that relationship quality mediates the relationship between service quality and brand equity. Based on these results, several implications and future research suggestions are discussed in this paper in order to explore our knowledge towards the importance of product innovation and service quality in affecting relationship quality and brand equity.

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Section: Linking Service Quality To Relationship Quality and Brand Eqmentioning

confidence: 91%

Strategic Effects of Product Innovation, Service Quality, and Relationship Quality on Brand Equity

Hanaysha¹,

Hilman²

2015

ASS

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“…The other notion of brand image is anything related to a brand in consumer's mind or impression of a brand (Zehir et al, 2011).…”

Section: Association Of Brand Image With Buying Decisionmentioning

confidence: 99%

Effects of Product Quality, Price, and Brand Image on the Buying Decision of City Car Product

Amron

2018

ABR

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The study examined the effect of product quality, price, and brand image on buying decision of city car product in Semarang, Indonesia. The primary data was obtained from 100 respondents who had city cars. Surprisingly, from the three independent variables, it was found that the variable of product quality had greater effect compared with those of price and brand image. In other hand, the one with the smallest effect on buying decision was brand image. The study recommends the managements of city car companies to pay attention to the elements of product quality, price and brand in preparing their promotional programs in order to attract more consumers to buy city cars.

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“…According to previous studies (Ball, Simões Coelho, and Machás, 2004;Zehir et al, 2011), researchers found that brand communication has a positive effect on brand trust. In this study, the impact of brand communication on brand trust was not found.…”

Section: Discussionmentioning

confidence: 94%

“…Grace and O'Case, 2005;Zehir et al, 2011;Chinomona, 2016. Brand Image Salinas andPérez, 2009;Brand Trust Chaudhuri and Holbrook, 2001;Hsteh and Hiang 2004;Dixon et al 2005;Zehir et al, 2011;Chinomona, 2016. Brand Loyalty Chaudhuri andHolbrook, 2001;Algesheimer, Uptal and Herrmann, 2005;Hohenstein, et al 2007 …”

Section: Conceptual Model and Research Hypothesesmentioning

confidence: 99%

Exploring the Relationships Among the Antecedents of Brand Loyalty: A Research on an Apparel Brand

Taşkin¹,

Emel²,

Karadamar³

et al. 2016

IJASOS

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There is a severe competition in apparel industry both in the world and Turkey. With the consumers' increasing needs, wants and the change of their needs from functional to symbolic benefits, clothing style has become an important way of expressing personal identity. Thus, companies which are operating in the apparel industry are being forced to imply efficient marketing strategies and to increase the loyalty of their customers for their brands. Brand loyalty generates numerous benefits like erecting barriers to competitors, generating greater sales and revenues, reducing customer acquisition costs, and inhibiting customers' susceptibility to marketing efforts of competitors. Because of these reasons, it has been used by companies as a strategic tool to obtain sustainable competitive advantages in markets. It is also argued in the extant literature that a critical issue for the continued success of a firm is its capability to retain its current customers and make them loyal to its brands. Understanding how those factors affect brand loyalty will help companies in gaining competitive advantages.The aim of this study is to explore the relationships among the antecedents of brand loyalty on an apparel brand that is very popular among university students. Brand communication, brand image, brand trust are taken as the antecedents of brand loyalty in the research model. Main sample of the research consists of university students in Bursa. Hypotheses are tested with the help of structural equation modelling. This study is expected to make academic and practical contributions to the existing branding literature and the companies in apparel industry, Turkey in particular.

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The Effects of Brand Communication and Service Quality In Building Brand Loyalty Through Brand Trust; The Empirical Research On Global Brands

Cited by 147 publications

References 92 publications

Strategic Effects of Product Innovation, Service Quality, and Relationship Quality on Brand Equity

Strategic Effects of Product Innovation, Service Quality, and Relationship Quality on Brand Equity

Effects of Product Quality, Price, and Brand Image on the Buying Decision of City Car Product

Exploring the Relationships Among the Antecedents of Brand Loyalty: A Research on an Apparel Brand

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