The relationship between marketing mix and retailer-perceived brand equity

Efanny, Wita; Haryanto, Jony Oktavian; Kashif, Muhammad; Widyanto, Hanif Adinugroho

doi:10.1108/imp-12-2016-0019

Cited by 10 publications

(12 citation statements)

References 36 publications

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“…To also gain brand loyalty, this study found that all Woolworths' marketing offerings are significantly contributing as did Anselmsson et al. (2017) and Efanny et al. (2018).…”

Section: Discussionmentioning

confidence: 70%

Grocery retailer's brand performances from brand personalities and marketing offerings

Duh,

Pwaka

2023

IJRDM

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PurposeDespite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained performances needed examination. Guided by self-congruity theory and integrating three models, the authors examined how much the retailer's brand performances (brand loyalty, equity, preference and repurchase intentions) were emanating from brand personalities and marketing offerings. The mediating roles of brand loyalty and equity were tested.Design/methodology/approachCross-sectional data was collected from 480 frequent customers using an online questionnaire posted on the researchers' social media pages. Factor analysis was conducted to identify the dimension that best describes the grocery retailer. Partial least square–structural equation modelling (PLS-SEM) was used to test a conceptual model.FindingsFactor analysis results show that brand sincerity (28.582% variance-explained; M = 4.1) was top (factor 1), followed by excitement (20.336% variance-explained; M = 3.9) and then trustworthiness (18.854% variance-explained; M = 3.87). PLS-SEM results revealed that two brand personalities (brand excitement and trustworthiness) and marketing offerings (price, place, product, promotion) impacted loyalty found to be a strong driver of brand equity. Repurchase intention and brand preference were influenced by brand equity. Brand loyalty mediated most of the relationships between brand personality dimensions, marketing offerings and brand equity. Brand equity also significantly mediated the relationships between brand loyalty, preference and repurchase intentions. The integrated model produced high explanatory powers with brand equity (67.8%), brand preference (71.7%), brand loyalty (63.2%) and repurchase intentions (54.2%).Originality/valueThe study extends a brand personality-loyalty model through integrating two other models that provided marketing offerings and brand equity outcomes. It demonstrates that a stream of profitable customers' responses awaits a retailer who holds both brand and customer mindsets by building admired brand personalities while providing desired marketing offerings.

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“…To also gain brand loyalty, this study found that all Woolworths' marketing offerings are significantly contributing as did Anselmsson et al. (2017) and Efanny et al. (2018).…”

Section: Discussionmentioning

confidence: 70%

Grocery retailer's brand performances from brand personalities and marketing offerings

Duh,

Pwaka

2023

IJRDM

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“…On the other hand, other stimuli considered in the CB model are economy, politics, technology, and culture. [8] expressed that marketing mix (price, product, promotion, and place) is an influential factor in brand consciousness and consumer satisfaction. Similarly, [9] confirmed that the marketing mix affected the quality expectation of a product and trust in the brand that leads to purchasing decisions.…”

Section: Marketing Stimuli and Product Innovationmentioning

confidence: 99%

Decision support system for consumer behavior of Elderly Chinese tourists on healthy beverages

Pichitkarnkar

Kengpol

2022

E3S Web Conf.

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Based on tourist expenditure, food and beverages are a crucial market and healthy beverages are a dominant product developed to serve customer needs. At present, elderly tourist groups emerge with purchasing power in the tourism industry and related businesses. However, market and academic research on healthy beverages still need further knowledge and only a few decision support models exist. The objectives of this research are (1) to investigate major influential factors of consumer behavior (CB) of elderly Chinese tourists on healthy beverages; and (2) to structure a decision support system for CB. The research methodology employs qualitative and quantitative approaches. In-depth interviews are conducted by including 120 experts with 410 survey samples collected from Chinese tourists. Content analysis and structural equation modelling (SEM) are employed to analyze the data, including the sensitivity analysis for testing model robustness. The results show that marketing stimuli affect CB and product innovation at a significant level of 0.05. On the other hand, product innovation slightly affects CB at a significant level. The sensitivity analysis reveals that decreasing price and trial usage are influential CB. Also, the increasing and decreasing of attitude, relative advantage, and compatibility affect CB. This research aims to design an applicable decision support system of CB for Chinese tourists, which can identify influential factors of CB on healthy beverages when an entrepreneur launches a new product and be a guideline for SMEs to assess customer satisfaction by responding directly to customer needs. Moreover, the DSS model can also enable sustainable development and engage the right business strategies that resonate with customer needs.

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“…Perceived advertisement spends has an effect on perceived quality, brand awareness and brand image (Villarejo-Ramos & Sánchez-Franco, 2005). Push and pull promotions have a significant effect on the dealer brand equity (Efanny, Haryanto, Kahif, & Vidyanto, 2018). Distribution-promotion has an effect on perceived quality, and higher level promotion generates a higher level brand quality signal (Chattopadhyay et al, 2010).…”

Section: Service Marketing MIX Elementsmentioning

confidence: 99%

The Effect of Brand Management Practices on Pati̇ent’s Brand Equity Perception and Hospital Preference

Özkoç

Cengiz

2020

International Journal of Health Management and Tourism

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Aim-It was aimed to examine the effect of brand management practices on patients' brand equity perception and hospital preference. Methodology-Data were collected by using a convenience sampling method from 500 participants. Cronbach's alpha coefficient, factor analysis, and structural equation modeling were performed to analyze internal consistency, construct validity and hypothesis test. Findings: This study has shown that; "price" affects brand loyalty and brand preference; "distribution-promotion" affects perceived quality and brand awareness/ association; "physical evidence", and "people" affect all brand equity dimensions; "process" affects perceived quality and brand preference. All "brand equity dimensions" have an effect on brand preference. Brand management practices have also an indirect effect on brand preference except "price promotion" and "process". Research limitations/Recommendations-The current study is limited by hospitals in İstanbul and Ankara. Further research could be done in different places and with more participants. Also, distribution-promotion structure could be examined separate structure by adding new variables. Practical İmplications-The findings provide insight for hospital managers and marketing managers to improve their hospital's brand equity productively. Originality-In the literature, some studies can be found on hospital brand or hospital preference. However, studies that were previously carried out reviewed partially of brand management practices or brand equity dimensions. This study looks holistic perspective. For this reason, this study aims to fill in the gap in the literature to provide holistic insight.

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The relationship between marketing mix and retailer-perceived brand equity

Cited by 10 publications

References 36 publications

Grocery retailer's brand performances from brand personalities and marketing offerings

Grocery retailer's brand performances from brand personalities and marketing offerings

Decision support system for consumer behavior of Elderly Chinese tourists on healthy beverages

The Effect of Brand Management Practices on Pati̇ent’s Brand Equity Perception and Hospital Preference

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