The Mediating Effect of Customer Satisfaction on the Relationship between Brand Value and Loyalty in Dessert Cafes

ki-wan, Kwon

doi:10.17086/jts.2018.42.4.33.47

Cited by 3 publications

(2 citation statements)

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“…브랜드 이미지는 기업 구성원의 태도, 시설, 기업 로고 등 다양한 이미지의 요인들이 있으나, 뷰티서비스는 다른 산업에 비해 인적 서 비스가 매우 중요한 부분을 차지한다. 따라서 서비스 종사자의 커뮤 니케이션이 고객의 기업 브랜드 이미지를 형성하는데 영향을 미칠 수 있으며 (Ji & Choi, 2013;Kong & Cho, 2016;Kim, 2020), 더 나아 http://dx.doi.org/10.20402/ajbc.2023.0060 가서는 고객의 긍정적인 브랜드 이미지가 충성도로 이어져서 경영 성 과에도 도움을 줄 수 있으므로 고객의 충성도를 형성하는 요인들에 대해 연구하고 투자해야 할 것이다 (Yun & Ko, 2020).…”

Section: 서비스제공자의 언어적•비언어적 커뮤니케이션에 따라서 고객의unclassified

Effects of Salespersons’ Verbal and Nonverbal Communication in Beauty Service Encounters on Brand Image and Store Loyalty

Park

2023

Asian J Beauty Cosmetol

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Purpose: This study investigated the effect of salespersons’ verbal and nonverbal communication in beauty-service encounters on customers’ store loyalty, focusing on the mediating effect of brand image.Methods: Analyses were conducted by employing the Statistical Package for the Social Sciences program to investigate how salespersons’ verbal and nonverbal communication in beauty-service encounters affect customers’ store loyalty and brand image.Results: Verbal and nonverbal communication of salespersons in beauty-service encounters were found to positively influence brand image and customers’ store loyalty. In particular, beautyservice salespersons’ kinesics and paralanguage was identified to have a significant effect on store loyalty through brand image.Conclusion: When customers positively perceive beauty-service salespersons’ verbal and nonverbal communication, they will be satisfied with the beauty service; therefore, education and management in verbal and nonverbal communication is required. Accordingly, if beauty-service salespersons make an effort to boost confidence; wear neat and fashionable clothes; and maintain eye contact, positive facial expressions, and gestures, they will increase a store’s brand image and customers’ store loyalty.

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Section: 서비스제공자의 언어적•비언어적 커뮤니케이션에 따라서 고객의unclassified

Effects of Salespersons’ Verbal and Nonverbal Communication in Beauty Service Encounters on Brand Image and Store Loyalty

Park

2023

Asian J Beauty Cosmetol

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“…Hyundai's brand awareness extends across numerous markets, with its vehicles being perceived as reliable, affordable, and technologically advanced (Lee & Jeong, 2016). Hyundai has invested heavily in research and development, design, and customer service, enhancing its perceived quality and brand reputation (Kwon & Hwang, 2018).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil

Pereira

2024

IJSMP

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Purpose: The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study investigates how social media marketing impacts brand equity in Brazil's fast-food industry. It finds a positive link between effective social media strategies and key brand equity measures like awareness, perceived quality, and loyalty. Brands with robust social media presence tend to enjoy greater visibility and are seen as offering higher quality. Furthermore, these efforts cultivate stronger consumer connections, potentially offering a competitive advantage. Unique Contribution to Theory, Practice and Policy: Social identity theory, consumer engagement theory & gratifications theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.

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The Relationship among Professional Baseball Teams’ Integrated Marketing Communication (IMC) Attributes, Fans’ Perceived Value and Voluntary Behavior related to a Parent Company

Kim¹,

Kim²

2023

Korean J Sport Sci

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PURPOSE The purpose of this study was to investigate the relationship between the integrated marketing communication (IMC) attribute of professional baseball teams, their fans’ perceived value, and voluntary behavior related to the parent company.METHODS In this study, the target population consisted of spectators watching a professional baseball game. A survey was conducted on 360 fans watching the KIA tigers’ and kt wiz’ home game using the convenience sampling method. Finally, a total of 261 were used for data analysis, and frequency, confirmatory factor, reliability, correlation, structural equation model analyses using SPSS 20.0 and AMOS 20.0. RESULTS Main findings are as follows: First, interactivity of professional baseball teams’ IMC had positive effects on the emotional value. Second, interactivity and reminders from the parent companies of professional baseball teams’ IMC had positive effects on social value. Third, stakeholder connectivity and reminders from parent company of professional baseball teams’ IMC had positive effects on altruistic value. Fourth, with regard to the social aspect, the fans’ perceived value had positive effects on loyalty, customer participation and customer cooperation of voluntary behavior related to parent company. Lastly, with regard to the altruistic aspect, the fans’ perceived value had positive effects on customer cooperation of voluntary behavior related to the parent company. CONCLUSIONS Therefore, professional baseball teams should identify the IMC elements that fans perceive as important and establish effective marketing communication strategies to enhance the perceived value of their brand among their fans, ultimately increasing their voluntary engagement with the parent company.

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The Mediating Effect of Customer Satisfaction on the Relationship between Brand Value and Loyalty in Dessert Cafes

Cited by 3 publications

References 0 publications

Effects of Salespersons’ Verbal and Nonverbal Communication in Beauty Service Encounters on Brand Image and Store Loyalty

Effects of Salespersons’ Verbal and Nonverbal Communication in Beauty Service Encounters on Brand Image and Store Loyalty

The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil

The Relationship among Professional Baseball Teams’ Integrated Marketing Communication (IMC) Attributes, Fans’ Perceived Value and Voluntary Behavior related to a Parent Company

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