The Formation of Customer Loyalty From Brand Awareness and Perceived Quality through Brand Equity of Xiaomi Smartphone Users in South Tangerang

Lesmana, Rosa; Widodo, Arif Siaha; Sunardi, Nardi

doi:10.32493/jpkpk.v4i1.7211

Cited by 14 publications

(10 citation statements)

References 1 publication

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“…One of the oldest definitions of brand awareness was provided by Achrol and Kotler (1999) who described it as the ability of the customers to identify the brand in different conditions. Whereas scholars pointed that brand awareness is based on recall and recognition of the product or service (Lesmana, Widodo, & Sunardi, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

Examining the effect of social media interaction, E-WOM, and public relations: Assessing the mediating role of brand awareness

Aljumah¹

2023

10.5267/j.ijdns

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The development of trust among the customers of the organization is a key objective and critical to obtaining a competitive advantage. Therefore, this study was examined to assess the effect of social media interaction, public relations, and electronic word of mouth on brand awareness and trust. This study also examined the mediating role of brand awareness as well. For this purpose, the data was collected from the customers of the retail sector in UAE. This study adopted a quantitative research approach and cross-sectional design. The data was collected in the form of a research questionnaire by adopting simple random sampling. The questionnaire was distributed among 512 respondents. The usable response rate was 69.72%. For the analysis of data, the SEM technique was adopted and the tool used for this purpose was Smart PLS. The findings of the study revealed that all proposed hypotheses are accepted. The findings of the study are helpful for the academicians for further research and development of policies.

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Section: Literature Reviewmentioning

confidence: 99%

Examining the effect of social media interaction, E-WOM, and public relations: Assessing the mediating role of brand awareness

Aljumah¹

2023

10.5267/j.ijdns

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“…Brand awareness is the consumer's overall awareness of the brand (Lesmana et al., 2020). It is measured by questioning the individuals about the brands they love from the list of brands (Singh et al., 2021).…”

Section: Brand Equitymentioning

confidence: 99%

The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

Husain

Ahmad

2022

Glob Bus Org Exc

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This research is a comparative study of the marketing of luxury brands by social media and by traditional media. It examines the influence of status consumption and brand equity and shows how they impact on the purchase intention of luxury brands. The research is based on the Indian luxury brand market, a sector that has yet to be studied in any depth. It uses a questionnaire with a convenience sampling strategy that targeted followers of prominent luxury brands in four of India's largest metropolitan cities; 453 usable responses were obtained.The research provides both a model and identifies a number of managerial and theoretical implications. The results show that status consumption and brand equity positively affect the purchase intention, with this being more significant in social media marketing activity than in traditional marketing activities. The research indicates that it would be wise to use a blend of both social and traditional media for marketing luxury brands. For social media campaigns, luxury brand managers should focus on status consumption and brand equity, which should lead to increased intention to purchase.

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“…Therefore, to create a very strong brand equity, it is largely influenced by what customers have learned, experienced, and heard about the brand. Furthermore, increasing the value of brand equity will increase the number of loyal customers (Kusumawati et al, 2020;Lesmana et al, 2020;Logiawan & Subagio, 2014;Ongkowidjoyo, 2015). The results of the study from Taylor et al, (2004) stated that of the eight factors that influence customer loyalty, trust and brand equity are the variables that most influence behavioral and attitudinal loyalty compared to other variables such as satisfaction, value, resistance to change and affect.…”

Section: Introductionmentioning

confidence: 99%

The Role of Antecedents Brand Equity on Customer Loyalty in Freight Forwarding Service Companies (Courier)

Chairuddin¹,

Arief²,

Usman³

et al. 2022

JEFMS

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The purpose of this study is to determine the effect of digital content marketing (DCM), price fairness (PF) on customer loyalty (CL) mediated by brand equity (BEQ) and strengthened by the moderating variable relationship equity (RE) in service companies’ courier. It is well known that trying to make customers loyal is one of the policy concepts so that a company can continue to operate, at least customers do not switch to competitors' service products. This effort is certainly more efficient than starting again looking for new customers with more intensive promotions and innovations. Re-introducing a product to customers means that we convey the branding of the product. In addition, this study aims to see what factors can increase brand equity. One of them is by presenting effective digital content marketing, shipping prices that match customer expectations (price fairness) and paying attention to the performance of service and communication with customers (relationship equity). The research design and method used in this research is hypothesis testing. This research is non-quantitative experimental, using a questionnaire given to 206 respondents who are customers who use courier services. Data analysis used SmartPLS software version 3.2.9 with the Structural Equation Model (SEM) multivariate analysis method. The results of this study indicate that based on respondents' perceptions of DCM and PF, they have a positive effect on CL mediated by BEQ. Although PF does not have a direct effect on CL, mediated by BEQ, PF can strengthen its influence on CL, this fact reinforces the importance of brand strength in a service product. Whereas RE has not been able to moderate BEQ to strengthen CL value in courier service companies. This research is expected to be an alternative consideration for courier service companies to increase customer commitment to remain loyal in using the services offered, considering that retaining existing customers is more profitable than finding new customers and as an additional reference for future researchers. The novelty in this study is to place digital content marketing as a variable that influences customer loyalty values both directly and indirectly.

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The Formation of Customer Loyalty From Brand Awareness and Perceived Quality through Brand Equity of Xiaomi Smartphone Users in South Tangerang

Cited by 14 publications

References 1 publication

Examining the effect of social media interaction, E-WOM, and public relations: Assessing the mediating role of brand awareness

Examining the effect of social media interaction, E-WOM, and public relations: Assessing the mediating role of brand awareness

The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

The Role of Antecedents Brand Equity on Customer Loyalty in Freight Forwarding Service Companies (Courier)

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