Effects of brand image on brand relationship quality and reuse intentions in baby food

이호진,; 나희라,; 이민아,

doi:10.4163/jnh.2017.50.3.302

Cited by 4 publications

(1 citation statement)

References 13 publications

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“…Last, the intention to continue use factor comprised four items, modifying and supplementing the [67] questionnaire restructured from previous research [17,[68][69][70] to suit the purpose of this study.…”

Section: Research Instrumentsmentioning

confidence: 99%

The impact of eco-friendly marketing by sportswear brands in response to climate change awareness on the intention to continue use: The mediating effects of social value and corporate reputation

Jung

2024

5003

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This study investigates the structural relationships between eco-friendly marketing, social value, corporate reputation and the intention to continue using sportswear brands grounded in climate change awareness. Moreover, it aims to explore the mediating effects of social value and corporate reputation within the relationship between eco-friendly marketing and intention to continue use. It explores the mediating effects of social value and corporate reputation on sportswear brands’ eco-friendly marketing and intention to continue use. 240 sports enthusiasts relevant to eco-friendly marketing by sportswear brands were selected for a survey using convenience sampling. Data were analyzed using SPSS and AMOS for descriptive statistics, confirmatory factor analysis, reliability analysis, correlation analysis, structural equation modeling and bootstrapping. It was found that awareness of climate change positively influenced eco-friendly marketing. Eco-friendly marketing positively influenced intention to continue use, social value and corporate reputation, social value positively influenced intention to continue use, corporate reputation positively influenced intention to continue use, social value showed a significant mediating effect in the relationship between eco-friendly marketing and intention to continue use and corporate reputation showed a significant mediating effect between eco-friendly marketing and intention to continue use. These results provide foundational data for sportswear brands to establish eco-friendly marketing strategies in response to climate change and offer practical insights for enhancing consumers’ intentions to continue using.

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Section: Research Instrumentsmentioning

confidence: 99%

The impact of eco-friendly marketing by sportswear brands in response to climate change awareness on the intention to continue use: The mediating effects of social value and corporate reputation

Jung

2024

5003

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Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Chang

2020

BFJ

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PurposeDue to the internationalization that has occurred during the past few decades, the living conditions of people around the island of Taiwan have gradually changed, especially their eating habits. Among them, the growth of the coffee market has been very significant. To date, many studies have been devoted to exploring the application of experiential marketing (EM) in a variety of industries. Many experimental results have proven that a positive brand image (BI) will lead to brand loyalty (BL). In services, the best at the practice of EM is Starbucks. Therefore, this paper aims to assess the role of BI in EM and BL for Taiwan’s most popular brand, Starbucks.Design/methodology/approachIn the formal test stage, 225 questionnaires were given to respondents in Starbucks located in four districts (Da-An, Zhong-Zheng, Nei-Hu and Xi-Yin), which have many more stores than the other districts in Taipei City. Two hundred valid samples were obtained. This study used structural equation modelling (SEM) to validate the relationships among EM, BI and BL.FindingsThe findings show that EM cannot directly impact BL as expected, as it needs BI to do so. In other words, BI acts a complete mediator in the relationship between EM and BL.Practical implicationsIn this study, BI acts a complete mediator. This means that if Starbucks expects to improve consumers’ loyalty to the brand, it only needs to rely on the good overall image of the brand. Facing such business style homogeneity, people need some available information to help them to execute their following purchase decisions. Though Starbucks can bring me to its locations, meaning that Starbucks has made its first move in comparison with other competitors, I still decide to leave without any impressive image of this brand. Accordingly, we can refer to BI as a powerful endorsement of a qualified relationship between EM and BL.Originality/valueCompared to past studies on Taiwan’s/Taipei’s Starbucks, this paper simultaneously inputs EM, BI and BL into the model. Though Starbucks has achieved great EM success, this study finds that EM is no longer exclusive to BL, and BI is a powerful endorsement of a qualified relationship between EM and BL. For Starbucks, it must strengthen consumer perceptions of its BI to create customer loyalty.

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Evaluation of Mineral Content in Convenience Baby Food

Cho¹,

Kim²,

Shin³

et al. 2020

J. Fd Hyg. Safety

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Effects of brand image on brand relationship quality and reuse intentions in baby food

Cited by 4 publications

References 13 publications

The impact of eco-friendly marketing by sportswear brands in response to climate change awareness on the intention to continue use: The mediating effects of social value and corporate reputation

The impact of eco-friendly marketing by sportswear brands in response to climate change awareness on the intention to continue use: The mediating effects of social value and corporate reputation

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Evaluation of Mineral Content in Convenience Baby Food

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