The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites

Civelek, Mustafa Emre; Ertemel, Adnan Veysel

doi:10.20409/berj.2019.165

Cited by 17 publications

(20 citation statements)

References 35 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…SJME 2.3 Brand loyalty Oliver (1999) defined brand loyalty as "a deeply held commitment to rebuy a preferred product or service consistently in the future, despite situational influences and marketing efforts having the potential to cause switching behaviour". Brand loyalty influences buying intention and word of mouth (Civelek and Ertemel, 2019). In the digital context, studies found a positive relationship between brand loyalty and brand experience (Gavurova et al, 2018), and between brand loyalty and financial performance (Narteh, 2018).…”

Section: Brand Lovementioning

confidence: 99%

When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

Santos

Díaz

2021

SJME

View full text Add to dashboard Cite

Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

show abstract

Section: Brand Lovementioning

confidence: 99%

When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

Santos

Díaz

2021

SJME

View full text Add to dashboard Cite

show abstract

“…BAW is an imagination of a brand in the mind of a customer and the ability of the customer to recognize and recall a brand in various situations (Keller, 1993;Aaker, 1994). BAW is the ability of a brand to get recognized by customers before they make PI (Civelek and Ertemelb, 2019). Tariq et al (2017) concluded that BAW is highly significant for BE since it has strong relationship with PI.…”

Section: Brand Awarenessmentioning

confidence: 99%

Impact of brand equity on purchase intentions: empirical evidence from the healthtakāfulindustry of the United Arab Emirates

Rizwan

Al‐Malkawi

Gadar

et al. 2021

IJIF

View full text Add to dashboard Cite

Purpose Although 76% of the population of the United Arab Emirates (UAE) is Muslim, takāful (Islamic insurance) has a much smaller share of business in the UAE than conventional insurance does. The purpose of this study is to highlight the importance of brand equity (BE), which is known as the incremental value that provides reason to buy a brand. This study provides useful insights that can help the health takāful industry to gain a feasible market share in the UAE. Design/methodology/approach This is a quantitative study in which stratified random sampling was adopted for data collection from 300 respondents through a self-administered questionnaire from August to November 2018. Underpinning the study is the theory of planned behavior (TPB) and the structural equation modeling (SEM) technique has been used to examine the impact of BE on purchase intentions (PI) through the moderating role of demographic factors such as age, income, education and religion. Three dimensions of BE, i.e. brand awareness (BAW), brand association (BAS) and perceived quality (PQ), are evaluated in terms of their significance as dimensions of BE. Findings The major findings of this study confirm that BE has a strong positive influence on the PIs of health takāful customers in the UAE and that all three dimensions of BE make significant contributions to the overall BE. The results show that education does moderate the relationship between BE and PI while age, income and religion do not. A new finding of this study is the nonsignificant moderating role of religion, whereby it was found that takāful products in the UAE are not limited to Muslim customers but can include potential customers who are followers of other religions. Originality/value To the best of our knowledge, the present study is the first of its kind to examine the impact of BE on the PI of health takāful customers in the UAE. The findings of the study give academia, researchers and marketers a better understanding of the importance of BE and of its vital role in promoting takāful products in the Gulf Cooperation Council (GCC) countries such as the UAE.

show abstract

“…Marketing in e-commerce depends on how marketers can measure customer satisfaction that can affect brand equity (Nasiruddin & Hashim, 2015). Brand equity becomes essential because it can influence positive attitudes that can manifest in consumer behavior, such as purchase intentions (Bae, Jung, Moorhouse, Suh, & Kwon, 2020;Civelek & Ertemel, 2019).…”

Section: Introductionmentioning

confidence: 99%

The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture

Febrian

Fadly

2021

Binus Business Review

View full text Add to dashboard Cite

The digital era, which increasingly becomes massive in people's lives, impacts the traditional sales methods. E-commerce companies compete in winning the competition to create superior customer value. An effective and efficient marketing strategy is needed that can influence customer purchase intention. The research focused on the effect of customer satisfaction, which created eWOM and increased brand equity on purchase intention by adding culture (collectivist culture) as the moderator variables. The research used a quantitative approach. The data were obtained from 280 respondents selected by non-probability sampling. Respondents were customers who had already bought products through e-commerce in Indonesia. The questionnaire instrument was adopted based on theories from the previous researchers. The data used the Likert scale and were analyzed using the SmartPLS 3.0. The results state a significant relationship between the independent and dependent variables. All independent variables have a significant influence on the dependent variable. However, culture as the moderator variable cannot get significant results in the relationship between all the variables. It gets irrelevant results. Hence, the results show that the moderator variable is more appropriate as the independent variable. It can directly affect purchase intention. The research contributes to testing culture as the moderator variable that makes the independent variables generalize the findings.

show abstract

The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites

Cited by 17 publications

References 35 publications

When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

Impact of brand equity on purchase intentions: empirical evidence from the healthtakāfulindustry of the United Arab Emirates

The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture

Contact Info

Product

Resources

About