Are brands forever? How brand knowledge and relationships affect current and future purchases

Esch, Franz‐Rudolf; Langner, Tobias; Schmitt, Bernd H.; Geus, Patrick

doi:10.1108/10610420610658938

Cited by 641 publications

(527 citation statements)

References 29 publications

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“…Satisfaction and trust are the important factors to form loyalty. If products can satisfy customers and obtain customers' trust, thus the brand loyalty can be developed from it (Franz, Tobias, Bernd, & Patrick, 2006). It can be seen that tourists' satisfaction has a significantly positive effect on trust.…”

Section: Relationship Between Satisfaction and Trustmentioning

confidence: 92%

Competing Model of Event Marketing Activities

Wu¹

2016

IJMS

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Event marketing is the important strategy for the regional tourism development. It is worthwhile to be discussed that the cooperation between regional image and physical environment can shape the regional features and intensify tourists' attitudes and tourist willingness towards regions. This study took the regular event marketing activities (Xinshe Sea of Flowers events in Taichung; Sakura Festival in Formosa Aboriginal Culture Village in Sun Moon Lake) held in two regions in Taiwan as the examples to discuss the effect of event marketing activities in different regions, regional image and physical environment on tourists' experiential value, satisfaction, trust and commitment, so as to establish the competing model, compare the intensity difference in each path relationship and deeply analyze the effect of different event marketing activities.After the analysis of 500 valid questionnaires, it can be found that: (1) the event marketing activities and physical environment in two regions both have the significantly positive effect on tourists' experiential value; (2) The tourists' experiential value has the significantly positive effect on satisfaction and trust; (3) The tourists' trust has the significantly positive effect on commitment; (4) However, the regional image has no significant effect on tourists' experiential value. Besides, there is significant difference in the influencing intensity of the two paths: (1) The tourists' satisfaction for Xinshe Sea of Flowers events in Taichung has the significantly positive effect on trust, while there is no significantly positive effect in the other region; (2) The influencing intensity of tourists' experiential value for Sakura Festival in Formosa Aboriginal Culture Village in Sun Moon Lake on trust is significantly greater than that in the other region. It can be seen that the event marketing in different regions can generate the impact with different intensity. Therefore, each region should cooperate with its physical environment to plan the characteristic event marketing strategies.

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Section: Relationship Between Satisfaction and Trustmentioning

confidence: 92%

Competing Model of Event Marketing Activities

Wu¹

2016

IJMS

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“…Customer trust significantly contributes to sales growth through customer acquisition and retention (Intermarket Group, 2004). Issues about privacy and security are major concerns for online shoppers, particularly unknown ones (Esch, Langner, Schmitt & Geus, 2006). It is therefore hypothesised that H 3 : There is significant positive relationship between customer trust and customer retention.…”

Section: Customer Trust and Customer Retentionmentioning

confidence: 99%

Factors Influencing the Retention of Customers of Ghana Commercial Bank within the Agona Swedru Municipality

Boohene¹,

Agyapong²,

Gonu³

2013

IJMS

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Customer retention is an important element of any banking strategy in today's increasingly competitive environment. This study examined the impact of retention factors that influence consumers' decisions to stay with Ghana Commercial Bank within the Agona Swedru Municipal area. The descriptive survey design was used for the research. Simple random sampling and self administered questionnaires were utilised to obtained data from 480 customers of the bank. Correlation and regression techniques were used to examine the relationships between customer satisfaction, service quality, customer trust, customer commitment, switching barrier factors and customer retention. The results revealed that on the whole, switching barrier emerged as the most significant factor influencing customer retention. This was followed by customer commitment and customer trust. The study recommends that management of the bank should pay attention to customer commitment by investing more into customer relationship marketing strategies that can increase customers' dependency and inhibit switching.

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“…Brand knowledge affects future purchases via a brand relationship path that includes brand satisfaction, brand trust and attachment to the brand. 33 Finally, consumers who have greater expected benefi ts and utility from an ongoing relationship are more likely to commit to it. Having a regular touch point to interact with the customer results in learning related to the brand and generates a positive attitude by creating a brand association.…”

Section: Brand Communicationmentioning

confidence: 99%

Corporate blogs as e-CRM tools – Building consumer engagement through content management

Ahuja

Medury²

2010

J Database Mark Cust Strategy Manag

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Corporate Blogs are fast emerging as new organizational tools for marketing, building brand relationships and Customer Relationship Management. This study has been conducted to analyse the ability of an organization to use its Corporate Blog as an e-CRM tool. We attempt to study the impact of brand communication (content type and volume), hosted on an organizational blog, on its ability to induce consumer engagement. Organizations can build relationships with their prospective and current consumers through posts on a Corporate Blog, and encourage them to participate by commenting on the blog, thereby stimulating consumer engagement. The variation in the organizational objective behind hosting each post on the blog is used to categorize the content posted on the blog. An exploratory study enables us to deduce the importance of content typologies in building a relationship with the customer. We are able to identify three types of content typologies -Organizational, Promotional and Relational. We further observe that Relational content hosted by an organization is able to induce greater volumes of consumer engagement (measured in terms of number of consumer comments) than any other content typology. The analysis of dependency of consumer engagement on the volume of content posted by the organization indicates a positive correlation between number of posts and volume of comments.

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Are brands forever? How brand knowledge and relationships affect current and future purchases

Cited by 641 publications

References 29 publications

Competing Model of Event Marketing Activities

Competing Model of Event Marketing Activities

Factors Influencing the Retention of Customers of Ghana Commercial Bank within the Agona Swedru Municipality

Corporate blogs as e-CRM tools – Building consumer engagement through content management

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