• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.1071-1078
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• 2021

The purpose of this study is to investigate the relationship among the components of brand equity and to examine the effects of these components on the overall customer-based brand equity from the perspective of the Generation Z. This study is applied in the case of Borobudur World Heritage Destination, which is in Indonesia. A survey questionnaire has been collected through purposive sampling from 167 Generation Z who have visited Borobudur World Heritage Destination. The research hypotheses were supported by the empirical test using a Structural Equation Model with AMOS. The result concludes that destination brand awareness has significant, positive effects on destination brand image and perception of destination quality; destination brand image has positive influences on perception of destination quality and destination brand loyalty; perception of destination quality has significant, positive impacts on destination brand loyalty. Except for destination brand image and destination brand awareness, the perception of destination quality and destination brand loyalty have positive and direct impacts on overall destination brand equity. In sum, overall customer-based brand equity of a world heritage destination in the context of a developing economy is directly influenced by only two components of brand equity, namely, the perception of destination quality and destination brand loyalty.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.585-593
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• 2021

The service industry has become the driving force of economic development in recent years. With the current fierce competitive situation, competing businesses have continually provided a superior quality of service, and an excellent perceived brand image to gain customer satisfaction and customer loyalty. This study's current purpose is to empirical research the linking between service quality, brand image, customer satisfaction, and customer loyalty. We collect research data from 299 consumers who bought goods at supermarkets in Ho Chi Minh City, Vietnam, using a convenient sampling technique. We proposed the conceptual model from prior studies and considered it in Vietnam's context. PLS-SEM was conducted to test the relationships in the conceptual model. We have estimated the scale's reliability by Cronbach's alpha values and composite reliability values. Moreover, we have evaluated discriminant validity by the Fornell-Larcker standard. The findings showed that service quality positively affects the brand image, customer satisfaction, and customer loyalty. Likewise, the results also confirmed brand image had a positive impact on customer satisfaction and customer loyalty. Moreover, the outcomes also disclosed that customer satisfaction had a positive relationship with customer loyalty. The research suggested implications for managers, limitations, and directions for future research from the above findings.

• Fashion & Textile Research Journal
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• v.10 no.4
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• pp.499-505
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• 2008

The Purpose of this study is to research the relations between brand attachment and brand loyalty depending on symbolic consumption propensity toward fashion goods. Subjects were 391 women in their twenties to fifties who live in Gyungsang Province and have purchased the fashion goods. Frequency analysis, reliability analysis, factor analysis, multiple regression analysis, and one-way layout variance analysis were conducted using SPSS 13.0 as data analysis. The findings from the analysis are described in the following: Uniqueness and materialism out of the symbolic consumption propensity toward fashion goods had positive effects on the elements of brand attachment such as love, care, and knowledge. Brand loyalty was influenced positively by social face sensitivity and materialism among symbolic consumption toward fashion goods.

• Culinary science and hospitality research
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• v.16 no.5
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• pp.178-192
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• 2010

This research aimed to analyze the effects of brand equity has on satisfaction and brand loyalty of food service consumers in restaurants. For the empirical analysis, we used the self-administered method, using 250 copies of questionnaire in total. 235 copies(94%) was collected and we used the 223 copies(89%) for the analysis. For data processing, we used the statistical package program of SPSS WIN Version 12.0, conducting a frequency analysis, a reliability analysis and a factor analysis, and verifying hypotheses through a regression analysis. As the result of the research, for the hypothesis that "Brand equity(brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on satisfaction," it showed that brand recognition, brand image and perceived quality have a significant effect on satisfaction, and for the hypothesis that "Satisfaction will have a significant effect on brand loyalty," it showed that satisfaction has a significant effect on brand loyalty. For the hypothesis that "Brand equity (brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on brand loyalty," it showed that brand recognition, perceived quality and brand attitude have a significant effect on brand loyalty. To build a competitive brand of the food service industry on the basis of the results of this research, they will concentrate their energy on outlining strategies which can remind customers of their brands by managing their brands systematically and on strengthening their brand equity effectively.

• The Journal of the Korea Contents Association
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• v.12 no.10
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• pp.499-509
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• 2012

The purpose of this paper is to conceptualize the brand of tourism resources and examine the effects of brand equity on brand loyalty focusing on the brand of tourism resources in cities and counties level. To this end, we reviewed the literatures and analysed 410 surveys from the 8 provinces. The results show that brand awareness and brand image of tourism resources have significant effects on brand preference, and brand awareness, image and preference have effects on brand loyalty measured by revisit and recommendation intention. However the one of most important results is the brand equity(awareness, image, preference) has partially significant effects on brand loyalty under the effects of visitor's satisfaction. Additionally, the positive effect of brand awareness on brand image is examined. More specific results and implications are provided.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.175-188
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• 2002

The objectives of this study are to develop and test a research model specifying the relationship between brand loyalty and sales of rice brands and to provide insight on establishing a marketing strategy for rice brands in South Korea. Results indicate that the information source a consumer relies upon is related to brand loyalty in the rice category. Second, consumers who are highly involved with the product category tend to be more brand loyal. Third, demographic of purchasing behavior are positively related to rice brand loyalty. Fourth, demographic characteristics can partially explain differences in rice brand loyalty. Finally, rice brand loyalty was positively related to consumer satisfaction.

• International Journal of Costume and Fashion
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• v.16 no.1
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• pp.17-35
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• 2016

The purpose of this study is to investigate the benefits sought by luxury good customers contingent on product category, and to understand the relationship between the benefits sought and brand loyalty. A qualitative approach was used; therefore in-depth interviews were conducted with seven panels of professionals in the luxury industry. The findings are as follows: 1) Handbag customers mainly seek the social benefits in order to express their social status by purchasing well-known, easily-recognizable brands. 2) Shoe customers primarily seek the practical-functional benefits, which are comfort and function. 3) Small Leather Goods customers seek the social benefits for themselves and as gifts for others. 4) Brand loyalty for handbag customers is reported to be low, as their primary goals are the social benefits. Rather than devoting themselves to one specific brand, handbag customers prefer to purchase from various brands. 5) Shoe customers have reportedly higher brand loyalty, as they tend to come back to brands when they are satisfied with the benefits they pursue. The findings of this study provide more information on the practical implications of luxury good customer purchasing habits. Firstly, customers pursue different benefits depending on product category, and secondly, brand loyalty differs by customers' benefits.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.222-234
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• 2016

This study measures the impact of restaurant franchise brand equity and brand value on consumer loyalty and customer satisfaction. The purpose of this study was to investigate the relationship between variables based on previous studies. The survey for this present study was conducted from consumers who visited in a franchise restaurant within three months. in Seoul and the metropolitan area. Research revealed that brand equity and value of the franchise restaurant appeared to have a positive impact on customer loyalty, and then consumer loyalty exhibiting a positive impact on consumer satisfaction. In addition, brand equity and value of the franchise restaurant showed a positive impact on customer loyalty.

• Journal of the Korean Home Economics Association
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• v.46 no.3
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• pp.57-71
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• 2008

The purpose of this study is 1) to develop and validate the BRQ construct perceived by brand loyal consumers, 2) to evaluate the predictive capacity of the individual BRQ dimension and brand relationship benefit on consumers' relationship intention, and 3) to identify the distinctive loyalty orientation based on the concept of BRQ. Questionnaire data from 379 brand loyal consumers on BRQ, brand relationship benefit, relationship intention, and their brand loyal behavior pattern were analyzed. The results showed that brand loyal consumers' BRQ composed of 3 dimensions including 'compensational bind', 'self attachment', and 'trust'. In addition, the mediating role of BRQ in predicting consumers' loyal relationship intention was validated using the structural equation model. Regarding the effect of each BRQ dimension on loyal relationship intention, consumers' intention to be loyal to an apparel brand was more explained by self attachment than the other dimensions. This study also intended to provide a useful direction to apparel brands in finding out which relationship quality type is more effective for differentiated marketing strategies by comparing the BRQ of single-brand loyal consumers and that of multi-brand loyal consumers.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.3
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• pp.458-472
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• 2010

In the service industry brand was getting more importance in marketing and brand should be researched more. So the purpose of this study was to identify the causal relationships of 'constructs of brand evidence-brand satisfaction-feelings-brand satisfaction-customer loyalty'. In this research constructs of brand evidence were brand image, price (value for money), servicescapes, core service, employee service, and self-image congruence. This research used family restaurants settings using a sample of customers visiting and enjoying menus at family restaurant stores of Youngnam province. A total of 222 questionnaires were analyzed with SPSS/PC+12.0 and LISREL8.30. Empirical results were that firstly, price, core service and employee service affected brand satisfaction and secondly, employee service, core service, servicescape affected postive feelings and thirdly, brand evidence constructs except self-image congruence influenced negative feelings and lastly, brand satisfaction influenced customer loyalty. On the basis of these findings, family restaurant manager should pay much attention to constructs of brand evidence and use these variables to appeal to and understand target market.