The relationship between brand experience and consumer-based brand equity in grocerants

Jeon, Hyeon-Mo; Yoo, Se Ran

doi:10.1007/s11628-021-00439-8

Cited by 44 publications

(42 citation statements)

References 54 publications

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“…Employees' actions foster customer experiences and reinforce the image of the brand in the customer's mind (Harris, 2007). The fact is that every brand goes through customer experiences (Jeon and Yoo, 2021). For assuring a profitable experience, an effective communication process with employees and induction of employees is required to enhance customer experience.…”

Section: Introductionmentioning

confidence: 99%

Embracing the employee orientation: does customer relationship matter in brand building?

Jhamb

Kampani

Arya

2021

BIJ

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PurposeThe study aims to explore the themes responsible for employee orientation and further their role in building strong customer relationships in telecom and organized retail outlets in emerging markets.Design/methodology/approachEmploying the qualitative approach, a total of 31 in-depth interviews with customer relationship management (CRM) officers of telecom and organized outlets were carried out. Data were analysed using NVIVO-12 plus and ATLAS tools.FindingsThe analysis extracted 13 unique themes namely training and development, communication skills, convincing skills, interpersonal skills, knowledge management, grievance handling, organisation's culture development, service climate, adaptive behaviour, customer retention skills, customer profiling, trust and commitment, and suitability of employees. The results claimed that these themes can assist in building strong customer relationships. However, the extent of the significance of themes may vary for telecom and organized retail outlets.Research limitations/implicationsThe findings have vital implications for frontline employees to drive customer value as they directly involve with customers. Findings further suggest that hiring of employees according to their location and catchment area of outlets are utmost important.Originality/valueEmployee orientation is an indispensable determinant in building a sustainable relationship with customers through uniqueness and consistency in meeting customers' expectations. This is a first attempt to explore the various unique themes responsible for employee orientation and the imperative role of such themes in maintaining long-lasting customer relationships.

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Section: Introductionmentioning

confidence: 99%

Embracing the employee orientation: does customer relationship matter in brand building?

Jhamb

Kampani

Arya

2021

BIJ

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“…The findings of hypothesis 5 confirmed that customer affective commitment positively mediates the relationship between product perceived value and customer-based brand equity. Jeon and Yoo (2021) also found that customer affective commitment plays a constructive role in strengthening the relationship between product perceived value and customerbased brand equity. Binu Raj (2021) concluded that perceived value significantly impacts customer engagement, and affective commitment and affective commitment facilitate the relationship among the customer of the hotel industry.…”

Section: Discussionmentioning

confidence: 89%

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Ye¹,

Yin²,

Gao³

2022

Front. Psychol.

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Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand’s overall equity requires strategies that the brand managers must implement. Based on Marx’s theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of brand resonance and customer affective commitment in the relationship between product perceived value and customer-based brand equity, respectively. For this purpose, the data were gathered from 310 customers of branding products in China. The present study applied partial least square structural equation modeling for empirical analyses using Smart PLS software. The present study’s findings acknowledge that product perceived value did not directly influence customer-based brand equity. However, results confirmed that product perceived value positively influences brand resonance and customer affective commitment. Furthermore, the outcomes of the present study also concluded that both brand resonance and affective commitment played a mediating role between product perceived value and customer-based brand equity, respectively. Theoretically, the study contributed to the literature by examining the influence of product perceived value on customer-based brand equity. The study also enriched the literature by providing key findings related to the mediating roles of brand resonance and customer affective commitment. Practically, the study is beneficial for the brands and they can enhance product perceived value by improving product design, effectively communicating product benefits, and executing effective promotional strategies.

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“…Latour and Deighton (2019) conclude that expertise allows a consumer to make more refined brand-related judgments. As found by Jeon and Yoo (2021), affective and intellectual factors impact the building of brand equity, thus increasing brand trust. Further, Kuo and Nagasawa (2020) discovered that brand knowledge mediates trust in the brand.…”

Section: Conceptual Model and Hypotheses Developmentmentioning

confidence: 88%

Sustainability through the lens of the professional adviser: the case for brand trust

Stoica

Hickman

2021

JPBM

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Purpose This investigation builds on two domains. First, professional service providers, such as dentists and veterinarians, represent an understudied link in the distribution channel. Their recommendation of products, such as toothpaste and pet food, are impactful to their clientele. Second, for consumers, sustainability is growing as a motivating factor in product consideration. Consequently, brands committed to sustainability want to promote their products accordingly to connect with the consumer. The purpose of this study is to determine how to trust in sustainable brands is built in the mind of professional service providers, as they are influential in their clients’ decision process. Design/methodology/approach Structural equation modeling was used to test the conceptual model that predicted how brand trust of sustainable products is built in the mind of the professional service provider using a sample of 457 veterinarians. Findings Results revealed that trust in sustainable brands is built via professionals’ expertise in sustainability and their perception of the importance of sustainability. Additionally, the perception of altruistic motivations had a positive impact on brand trust while the perception of strategic motivations had no influence on trust in sustainable brands. Originality/value Previous studies typically examine sustainability in an organizational context or as a brand consideration factor for consumers. This research focuses on professional service providers, who operate independently of the organization, alongside the formal distribution channel. The study examines how their perception of sustainability importance and their perceived motives of brands engaging in sustainability activities impacts their trust in sustainable brands.

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The relationship between brand experience and consumer-based brand equity in grocerants

Cited by 44 publications

References 54 publications

Embracing the employee orientation: does customer relationship matter in brand building?

Embracing the employee orientation: does customer relationship matter in brand building?

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Sustainability through the lens of the professional adviser: the case for brand trust

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