The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets

Hameed, Farhina

doi:10.19026/ajbm.5.5827

Cited by 33 publications

(41 citation statements)

References 43 publications

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“…Certainly, perceived product quality is positively correlated with customer satisfaction (0.636). This is similar to the findings of (Hameed, 2013), where it was determined that advertising expenditure had a positive impact on customers. Overall, the correlation analysis showed a strong positive correlation between every measured construct.…”

Section: Discussing the Findingssupporting

confidence: 89%

Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia

Bakator

Đalić

Petrović

et al. 2019

Economic Research-Ekonomska Istraživanja

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Transition economies often face various issues in their socioeconomic structures. Several studies analysed the differences and similarities between traditional capitalist economies and transition economies. In this research, advertising and customer satisfaction, two crucial market-driving factors, are measured in the emerging economy of Serbia. Additionally, perceived quality, brand credibility and brand relationship quality are included in the study as mediating factors. Four hundred thirty-two (432) customers and consumers participated in the survey. The findings indicate that advertising has a strong positive correlation with customer satisfaction. This provides support and invites future research in the domain of emerging economies when it comes to key market factors such as advertising and customers' post-purchase experiences.

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Section: Discussing the Findingssupporting

confidence: 89%

Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia

Bakator

Đalić

Petrović

et al. 2019

Economic Research-Ekonomska Istraživanja

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show abstract

“…To ensure that the minimum required sample size could be obtained, the data were collected using convenience sampling technique. Moreover, several scholars (Hameed, 2013;Severi et al, 2014;Yıldız, 2015) relied on convenience sampling methodology in collection their data.…”

Section: Methodsmentioning

confidence: 99%

Examining the link between word of mouth and brand equity: A study on international fast food restaurants in Malaysia

Hanaysha

2016

JABS

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This paper aims to test the link between word of mouth and brand equity in the restaurant industry. The data were collected from293 customers of the international fast food restaurants in east coast Malaysia using convenience sampling technique. The collected data were analysed using SPSS and Structural Equation Modelling (SEM). The findings revealed that word of mouth has a significant relationship with brand image and brand loyalty. Furthermore, word of mouth has a significant relationship with brand preference and brand leadership. Finally, the findings indicated that word of mouth has a significant positive relationship with overall brand equity. This paper provides useful implications for the decision makers in the fast food restaurants by improving their understanding of the role of word of mouth in affecting brand equity.

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“…In addition, to assess brand equity, four components (brand loyalty, brand https: //dx.doi.org/10.15405/epsbs.2018.07.02.83 Corresponding Author: Jalal Rajeh Hanaysha Selection and peer-review under responsibility of the Organizing Committee of the conference eISSN: 2357-1330 795 image, brand preference and brand leadership) were used. The measurement scale of brand loyalty using four items was established based on previous studies (Gil et al, 2007& Hameed, 2013, at the same time a total of five items were adapted from Hanaysha, Hilman, and Abdul-Ghani (2014); Jin et al (2012), and Park (2009) to measure brand image. Moreover, brand preference was measured based on the measurement items which were presented in the study of Sirgy et al (1997).…”

Section: Methodsmentioning

confidence: 99%

Importance Of Corporate Social Responsibility In Strengthening Brand Equity

Hanaysha¹

2018

The European Proceedings of Social and Behavioural Sciences

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This study was conducted to explore the influence of corporate social responsibility on the formation of brand equity in the fast food industry. In past researches, only few scholars intended to inspect the linkages between corporate social responsibility and brand equity in Malaysian market. Thus, this paper is planned to contribute to the theoretical and empirical literature by examining the stated variables in Malaysian context. The data in this study were gathered from the visitors of fast food restaurants in Eastern part of Malaysia through a survey instrument and convenience sampling approach. AMOS 18 was employed for the analysis of obtained responses. Overall, the findings showed that corporate social responsibility has a significant positive influence on brand equity. Additionally, the results indicated that the effect of corporate social responsibility on the components of brand equity (brand image, brand preference, brand leadership, and brand loyalty) is positive and significant. These results show that the integration of corporate social responsibility in business strategies could enable firms to generate better brand equity and influence consumer behaviour. 798to use longitudinal data to confirm the results. Finally, only consumers were involved in this study to test the relationships between the selected variables; therefore, future studies should be directed towards testing employee perceptions in order to gain better insights about the role of CSR in affecting brand equity.

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The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets

Cited by 33 publications

References 43 publications

Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia

Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia

Examining the link between word of mouth and brand equity: A study on international fast food restaurants in Malaysia

Importance Of Corporate Social Responsibility In Strengthening Brand Equity

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