The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables

Martin, Martin; Nasib, Nasib

doi:10.33019/society.v9i1.303

Cited by 8 publications

(8 citation statements)

References 26 publications

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“…With regard to the marketing point of view, trust is stated as the readiness of a customer to revisit a brand. Feelings of satisfaction and trustworthiness towards a brand are called brand trust, and this trust is shared via social media nowadays (Martin et al, 2021). Brand trust improves customer satisfaction and enhances loyalty.…”

Section: Brand Trustmentioning

confidence: 99%

Examining The Mediating Effect of Brand Trust on Social Media Marketing and Electronic Word of Mouth

K. Ravishankar

2023

jier

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Social media has been considered as one of the most popular medium of communication which connects a brand with customers. The availability of the internet and technology easily conveys the user's experience with a brand or a service through electronic word of mouth. The main purpose of the study is to understand the power of social media marketing activities on e-Word of mouth, with brand trust as a mediating factor. In order to study this, the following objectives were formulated by the researcher: To examine the effect of social media marketing activities on brand trust and also to investigate the association among social media marketing activities (entertainment, customization, interaction, trendiness), brand trust, and e-word of mouth. Finally, to find out the mediating role of brand trust between social media marketing activities and e-word of mouth, The target audience for this research is social media users, and based on convenience sampling using a structured questionnaire, data was collected from 390 respondents. IBM SPSS Statistics 20 was used for data analysis. Descriptive analysis, bivariate analysis, and Multivariate analysis were performed. There is a significant difference among age groups in the number of years of social media users with regard to the factors of brand trust. There is a positive correlation between all variables used in the study. Brand trust shows a good mediating role for Social Media Marketing activities and e-Word of Mouth. The researcher used four social media marketing activities to study the impact and mediating effect on brand trust and e-commerce. However, the research could be extended by using other social media marketing activities for brand enhancement.

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Section: Brand Trustmentioning

confidence: 99%

Examining The Mediating Effect of Brand Trust on Social Media Marketing and Electronic Word of Mouth

K. Ravishankar

2023

jier

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“…In their study researchers defined brand competency as consumers' reflections that a brand had the capability and abilities to convene customers' intentions, and it indicates a brand's competitiveness, intelligence, and skillsets. It is defined by Martin & Nasib (2021) as the ability of a brand to overcome the difficulties of its customers while also satisfying their requirements. To be successful, a brand must be able to comprehend its clients' problems and meet their requirements.…”

Section: Brand Competencementioning

confidence: 99%

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Attor

Jibril

Amoah

et al. 2022

Management &Amp; Marketing. Challenges for the Knowledge Society

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With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between brand personality and customer purchase intent, this research sought to examine the impact of the brand personality dimension on customer buying decisions in the telecoms sector. A positivist research paradigm was used to attain the study goal(s) with valid data of 414 subscribers (customers) of telecom giants in Ghana. The result from the PLS-SEM technique identified five main attributes of brand personality (ie. sincerity, excitement, competence, sophistication, and ruggedness) as antecedents of customer buying decisions in the research model. Findings revealed that brand sincerity, brand excitement, and brand competence have a significant relationship with customer buying decisions. Whereas brand sophistication and ruggedness were not. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This article not only provides empirical insight into the brand personality literature but also serves as a source of information for managers in the telecom industry to successfully trigger strategic marketing practices that would help to optimize the usefulness of the brand personality concept. Limitations and future research directions are discussed.

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“…Portal et al (2018) defined brand competency as consumers' reflections that a brand has the potential and talents to convene customers' intentions. Martin and Nasib (2021) consider it a brand's ability to solve issues and meet customer demands. A professional brand can understand and meet the demands of its consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana

Attor

Jibril

Chovancová

2022

Innovative Marketing

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Social media marketing has vastly benefitted businesses, including the development of brand identity via solid communication channels. Innovative marketing tools have proven effective among service and non-service-based businesses. This study examines the impact of social media on customer buying decisions via brand personality attributes among telecom products (e.g., mobile phones, sim cards, and data subscriptions) in Ghana. A positivist research paradigm with a non-probability sampling were deployed to achieve study goals. A structured questionnaire was designed to collect the data from subscribers of the telecom giants (MTN, Vodafone, and Airtel-Tigo) in the capital of Ghana through a non-probability sampling technique (snowball/referral method). Both self-administered and online survey (link) were deployed with strict adherence to Covid-19 protocols. A valid data set of 414 (representing 82% of response rate) from 507 responses was received for data processing. PLS-SEM was applied to analyze the study hypothesis. The study identified five main brand personality attributes (i.e., brand sincerity, brand excitement, brand competence, brand sophistication, and brand ruggedness) as mediators of the proposed framework. The study found that brand sincerity, brand excitement, and brand competence played a significant mediation effect on the relationship between social media usage and customer buying decisions, whereas brand sophistication and brand ruggedness did not. The findings suggest that brand management plays an interconnected role in customer decision-making in which brand practitioners should take a keynote regarding their strategic marketing decisions. Finally, the paper recommends that future research consider a mixed approach to offer an in-depth analysis. Acknowledgment This study is supported by Tomas Bata University in Zlin through IGA/FAME /2022/010 Influencer marketing and intercultural differences across generations and IGA/FAME/2021/005-Significant factors in the sustainability of economic growth with a focus on the SME segment. We are grateful to the Editor-in-Chief and the anonymous reviewers for their comments in shaping this manuscript.

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The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables

Cited by 8 publications

References 26 publications

Examining The Mediating Effect of Brand Trust on Social Media Marketing and Electronic Word of Mouth

Examining The Mediating Effect of Brand Trust on Social Media Marketing and Electronic Word of Mouth

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana

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