Marketing performance as implication of brand image mediated by trust

Propheto, Arfendo; Kartini, Sucherly Dwi; Oesman, Yevis Marty

doi:10.5267/j.msl.2019.10.023

Cited by 19 publications

(14 citation statements)

References 12 publications

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“…At this stage, the importance of brands is revealed once again. Brand image has a significant effect on trust (Alamsyah et al, 2020;Propheto et al, 2020); an environmentally sensitive image is likely to increase trust in the business. Brand image is the evaluation of the interaction with the brand (Veloutsou, 2015).…”

Section: Environmental Attitudes and Trustmentioning

confidence: 99%

Çevresel Tutumlar Ve Çevreye Duyarli Televi̇zyon Reklamlari

KALBURAN¹,

ÖZÇİFÇİ²,

Haşıloğlu³

2022

PPAD

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Environmental problems have been increasingly relevant for consumers and companies. Consumers with strong ecocentric attitudes prefer to purchase green products. Companies that are aware of the change develop new marketing strategies. Some of these companies focus on innovation in the products, while others focus on promotion. While it may not be possible for companies to convert every product to a green product, every company can carry out a green marketing promotion strategy. The commercial is the most effective of these strategies with many functions, including raising awareness and providing information. The aim of this research is to examine the relationships between variables on the basis of environmental attitudes and to investigate the effect of a TV commercial with an emphasis on environmental sensitivity through a structural model. A survey was conducted with 579 participants within the scope of the research. The partial least squares (PLS) method was used to examine the relationships within the models established during the analysis phase. In this study, the Finish brand dishwasher detergent commercial shown on TV channels in Turkey was evaluated within the scope of a structural model. The commercial variable was used as a moderator in the model. The content of the commercial subject to the research is related to environmental sensitivity. In the commercial, it is recommended that consumers place dishes in the dishwasher without prewashing the dishes for less water consumption. Our research results reveal that the environmentally sensitive commercial has a moderating effect between ecocentric attitude and brand trust.

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Section: Environmental Attitudes and Trustmentioning

confidence: 99%

Çevresel Tutumlar Ve Çevreye Duyarli Televi̇zyon Reklamlari

KALBURAN¹,

ÖZÇİFÇİ²,

Haşıloğlu³

2022

PPAD

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“…Mishra et al (2014) found that the implementation of a consumer relationship management strategy has a positive effect on an organization's image. The image of an organization allows its offer to be implanted in the minds of consumers (Propheto et al, 2020). Vesal et al (2020) point out that a favorable image enables the organization to gain a strong market position and stand out from the competition.…”

Section: Knowledge Managementmentioning

confidence: 99%

Effects of Customer Relationship Management on Organizational Performance

2022

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Customer Relationship Management (CRM) is a process that focuses on initiating, maintaining, and retention of long-term customer relationships with the help of information technology, to achieve better economic performance. Therefore, the paper examines the effects of CRM dimensions on financial and marketing performance, and moderates the role of an image on these relationships. The analysis included 106 organizations on the territory of the Republic of Serbia. The paper uses descriptive statistical analysis, correlation analysis, multiple regression analysis, and moderation regression analysis. The obtained results show that there is a negative statistically significant impact of CRM technology on financial and marketing performance. On the other hand, the existence of a positive statistically significant impact of consumer knowledge management on financial and marketing performance was found, as well as the fact that the image has negative moderating effects on these two relationships. The contribution of this paper is reflected in the unique structure of the research model, in the multidimensional observation of CRM, and measuring the impact of CRM dimensions on financial and marketing performance. Given that previous research has focused more on testing the main effects, rather than the interaction effects, the originality of the work is also contributed by testing the moderator role of the image on the relationship between CRM dimensions and organizational performance.

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“…The company that enjoys the image of a good brand achieves a strong competitive advantage as consumers chose the products of that company after comparing it with the products of other companies (CHA & LYU, 2019) The importance of The Brand Image also comes from its ability to distinguish and position the company in a privileged position in the market. A variety of brand images can reflect a customer's view of a particular product and also the manufacturer of that product (Propheto et al, 2020). A strong mental image of the brand means a long history, richness, and a higher degree of the brand on the common use and consumption and the ability to face competition all this enables the brand to form a distinct structure and identity.…”

Section: The Moderating Role Of Brand Imagementioning

confidence: 99%

The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image

Mekebbaty

2021

المجلة العلمیة للدراسات والبحوث المالیة والتجاریة

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Marketing performance as implication of brand image mediated by trust

Cited by 19 publications

References 12 publications

Çevresel Tutumlar Ve Çevreye Duyarli Televi̇zyon Reklamlari

Çevresel Tutumlar Ve Çevreye Duyarli Televi̇zyon Reklamlari

Effects of Customer Relationship Management on Organizational Performance

The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image

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