The Mediating Role of Consumer Satisfaction in the Relationship between Brand Equity and Brand Loyalty based on PLS-SEM Model

Lei, Shen; Luo, Chao

doi:10.5539/ibr.v8n2p62

Cited by 16 publications

(13 citation statements)

References 42 publications

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“…Finally, this study contributes to the existing literature by predicting brand loyalty with the help of customer satisfaction in the low-involvement product category. The conclusions of the current study conform to the findings of Nam et al (2011), Lei and Chu (2015) and Shen and Luo (2013).…”

Section: Theoretical Implicationssupporting

confidence: 92%

“…Previous studies have not been able to reach a common consensus regarding the relationship of brand loyalty with customer-based brand equity. Aaker suggested that loyalty is one of the principal elements for brand equity, whereas Keller believes that loyalty is the outcome of brand equity rather than a determinant of it (Aaker, 1991;Keller, 1993;Lei and Chu, 2015). In his study, Nam et al (2011) supported Keller's viewpoint by mentioning that loyalty is not one of the element of equity but rather a consequence of it because brand equity is a perception, whereas loyalty is a behavioural construct related to the intentions of repurchase.…”

Section: Introductionmentioning

confidence: 97%

“…The study of Lei and Chu (2015) is notable because they illustrated the role of customer satisfaction as a mediator in the relationship between brand loyalty and brand equity for the sports brand industry. They concluded that brand equity has a significant effect on loyalty, which is partially mediated by customer satisfaction.…”

Section: Introductionmentioning

confidence: 99%

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The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

Kataria¹,

Saini²

2019

SAJBS

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Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

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Section: Theoretical Implicationssupporting

confidence: 92%

Section: Introductionmentioning

confidence: 97%

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The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

Kataria¹,

Saini²

2019

SAJBS

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“…Torres and Tribó [22] highlighted that degree of customer satisfaction has a major impact on brand equity. Since brand equity can be analyzed from three different perspectives, namely consumer-based, product-based, and financial-based, we will refer to brand equity mainly from customer-based perspective because, from this perspective, brand equity reflects how consumers perceive and react to a branded product or service versus an unbranded offering [23]. Positively related components of brand equity include brand loyalty, perceived quality, brand awareness, brand associations, and other proprietary assets [24].…”

Section: Introductionmentioning

confidence: 99%

Consumer Attitudes toward Sustainable Development and Risk to Brand Loyalty

et al. 2018

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The present study reveals the importance of understanding how business decisions focused on sustainability can impact companies, due to the risks associated with brand loyalty. The relationship between brand loyalty and consumers' environmental viewpoint is investigated, including how consumers' brand loyalty would be impacted after environmental-based expansion decisions are announced. College students from the USA and Romania (N = 92) were asked to voluntarily participate in a survey. The Brand Loyalty Scale (BLS) is used to assess brand loyalty before and after a fictitious expansion announcement was made and the New Ecological Paradigm (NEP) scale is utilized to assess attitudes toward sustainability. A paired samples t-test analysis reveals a significant positive correlation between NEP scores (attitudes toward sustainability) and brand loyalty. No significant differences are found in attitudes toward sustainability regarding region (Romania and USA) or gender. These results indicate that individuals who generally show concern towards the environment will stay loyal to their favorite companies after sustainability is introduced. Results also indicate that the gap regarding region and gender is slowly closing in attitudes toward sustainability; individuals in developing countries are also showing a major concern toward environmental issues. Males indicate just as much concern toward the environment as females, which is confirmed by other findings in previous literature.

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“…Although homogeneous samples increase the internal validity difference with other age groups, it can cause external validity problems. Therefore, future research should investigate differences related to age and culture (Kowalczuk et al, 2021;Lee & Hong, 2016;Lei & Chu, 2015).…”

Section: Limitation and Future Researchmentioning

confidence: 99%

influence of social media’s marketing activity on local brand equity and consumer response: using mix method approach

Rusfian

Alessandro

2021

lingcure

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Social media advertising currently has an impactful influence on the customer response toward a brand or a product. Marketing activities that occur on the brand's social media sites are also the main reason for generating brand equity and influencing customer response. The followers that are included on the social media sites of the brand are the customers that follow the latest information about the brand’s product, price, and promotion. Consumers look for information about specific brands on these social media sites, especially Indonesian local brands. Furthermore, these websites have a great influence on consumers' purchasing intentions. The purpose of this research is to analyze the impact of social media marketing campaigns (SMMA) on consumer response (CR) through brand equity (BE).and analyze what type of content is shared and preferred by social media users This study uses a mixed-method approach by using Explanatory Design. This study showed there is a positive relationship between SMMA towards CR. BE has the influence of mediation for SMMA and CR. The study also showed that value proposition branding on a social media advertisement properly could improve the consumer response. The results of this research can be used as basic data for local branding marketing strategies.

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The Mediating Role of Consumer Satisfaction in the Relationship between Brand Equity and Brand Loyalty based on PLS-SEM Model

Cited by 16 publications

References 42 publications

The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

Consumer Attitudes toward Sustainable Development and Risk to Brand Loyalty

influence of social media’s marketing activity on local brand equity and consumer response: using mix method approach

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