The Effects of Brand Value of Oriental Medicine Cosmetic on Purchase Intention

BAE, Jeong-Tae; KIM, Bo-Young; Oh, Sungho

doi:10.13106/jafeb.2019.vol6.no2.105

Cited by 6 publications

(4 citation statements)

References 45 publications

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“…The mediating effects of community loyalty between value creation practices and brand loyalty were revealed. Bae, Kim, and Oh (2019) brand value factors influence purchase intention through brand loyalty, and it was found that brand loyalty is an important factor for oriental medicine cosmetics consumers, however mediator effects did not appear for brand satisfaction.…”

Section: Brand Equitymentioning

confidence: 98%

The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction

Trần¹,

VO²,

DINH³

2020

JAFEB

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This study examines the relationship between brand authenticity, brand equity, and customer satisfaction. A total of 263 participants participated in this study. Participants rated a set of three brands: Apple, Starbuck, and Nike. Each participant rated the extent to which the items described his or her authenticity with the brands listed, the equity of the brands listed, and feelings of satisfaction toward the brands. This study employs confirmatory factor analysis and structural equation modeling. The results indicate that 1) brand authenticity positively relates to brand equity, and 2) brand authenticity effects to customer satisfaction. The findings suggest that marketers can use the brand authenticity for assessment, planning, and tracking purposes to understand the authenticity of their brands for their customers. Products of authenticity brand are better liked, viewed as higher quality, offer greater value and are more likely to be purchased than less authenticity brand. They can command a significant price premium. The findings provide useful support and evidence for brand management, as well as companies in other developing countries, to engage more in brand practices as a core element of their strategic and brand management. This means that managers should work to increase perceptions of authenticity for their offerings.

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Section: Brand Equitymentioning

confidence: 98%

The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction

Trần¹,

VO²,

DINH³

2020

JAFEB

View full text Add to dashboard Cite

show abstract

“…These similarities pave the way for vital follow-up studies in two main fields. One outstanding issue concerns how the company implements a "China plus one" business diversification plan (Bae et al, 2019). A recent study by AmCham Shanghai found that one in eight Chinese companies is contemplating moving production elsewhere.…”

Section: Discussionmentioning

confidence: 99%

The Impact of Nationalism of Consumers Loyalty: A Case Study of Multinational Retail Firms in China

Wu¹,

Latip²,

Mohammad³

et al. 2023

JSSM

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Contradictory ideas about China as a country and a state are being marketed to the public by promoting nationalism and transnationalism regarding multinational businesses. Thus, using a case study approach with Multinational Retail Companies in China, this research aims to examine the effect of nationalism on brand allegiance among Chinese customers. This phenomenon has been regarded as a metaphor for China's uncertainty and fear of its cultural heritage and global capitalism. On the one hand, Chinese commercials peddle pride by highlighting the country's rich past, current events, and illustrious dynasties. Conversely, Chinese commercials use Western icons and ideals to glamorize their wares. As part of their effort to integrate "Chineseness" with global capitalism, Chinese marketers also peddle a form of nationalism that combines elements of both transnationalism and the traditional nationalist ideology. Nationalism and transnationalism emerge as competing conceptual frameworks for understanding China in an industrialized world characterized by unequal relationships of power between both China and the West. This study shows that the business strategies, ownership structures, years in China, and capital expenditures of U.S. MNCs in China all vary significantly because of trademark royalties. This, in turn, affects how businesses evaluate political risk and decide among available responses to the trade dispute. The research in this paper shows that economic nationalism has a negative impact on the operation of multinational retail enterprises in China. This paper analyzes the factors and ways of influence through case studies. On the one hand, it helps multinational companies to provide suggestions for better localization strategies in China, and on the other hand, it can provide a reference for Chinese enterprises to go global.

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“…Brand familiarity is a subjective assessment of the experience, amount of information, and level of knowledge accumulated by consumers about a place or specific experience (Prentice, 2003). It is an essential factor in maintaining long-term relationships with customers (Bae, Kim, & Oh, 2019;Ray & Chiagouris, 2009).…”

Section: Relationship Between Sns Marketing Activities and Brand Famimentioning

confidence: 99%

The Effect of Marketing Activities on the Brand Recognition, Brand Familiarity, and Purchase Intention on the SNS of Franchise Companies

Chun¹,

Lee²,

Park³

2020

JAFEB

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The purpose of this study is to find out how SNS marketing activities affect brand recognition, brand familiarity, and purchase intention for consumers who have purchased products from franchise chicken stores, including whether there is a moderating effect according to gender. SNS marketing activities were set up by configuring three attributes which are, SNS advertising, SNS information, and SNS events as sub-factors. For empirical analysis, a survey was conducted on SNS users, and SPSS/AMOS statistical programs were employed for the data analysis. First, the result of the empirical analysis showed that SNS advertising, SNS information, and SNS events have a significant positive effect on brand recognition. Second, it was found that the SNS events had a significant positive effect on brand familiarity. Third, it was found that SNS advertising has a significant positive effect on purchase intention. Fourth, it was observed that brand recognition has a significant positive effect on brand familiarity. Fifth, it was found that brand recognition and brand familiarity have a significant positive effect on purchase intention. Sixth, it was found that gender plays a significant role in the relationship between these constructs. Therefore, it can be assumed that the hypothesis presented in this study is sufficiently proven.

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The Effects of Brand Value of Oriental Medicine Cosmetic on Purchase Intention

Cited by 6 publications

References 45 publications

The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction

The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction

The Impact of Nationalism of Consumers Loyalty: A Case Study of Multinational Retail Firms in China

The Effect of Marketing Activities on the Brand Recognition, Brand Familiarity, and Purchase Intention on the SNS of Franchise Companies

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