In addition, the study illustrated that brand commitment had significant impact on customer's word of mouth communication. Path analysis confirmed that, brand credibility has positive effect on brand commitment. A study carried out in Saudi Arabia – in Najran city - surveyed 120 respondents as consumers who use banking services. Furthermore, this study uses that brand credibility as the independent variable, brand commitment as the mediating variable and the word of mouth communication is the dependent variable. This study tries to explains how brand credibility effects on brand commitment, and brand commitment impacts on word of mouth communication. The reason that stop behind using brand credibility, is the direct and un-direct strong impact of it that make customers more positively toward the brand. When the customers focus on the positive aspects of a company, they usually express it by using the positive words of mouth communication, and which in turn is considered the goal for any company. The use of brand credibility from companies continues to be a popular method to support the brand commitment, also to encourage the customer to make him/her owns more satisfaction and positive word of mouth communication about the brand. In terms of mediating role of brand loyalty, the result found that brand loyalty is partial mediating between brand love and brand equity outcome. In addition, the study illustrated that brand loyalty had significant impact on brand equity outcome. Path analysis confirmed that, brand identification had more positive impact on brand love than satisfaction. A study carried out in Saudi Arabia surveyed 110 respondents as consumers who use insurance services. In addition, that framework shows that brand love effect on dependent variable which is namely brand equity outcome when brand loyalty is mediating. (satisfaction and brand identification) effect on independent variable which is called brand love. This study develops an integrated framework that explains how antecedents variables e.g. When the customers focus on the positive aspects of a company, and they love its brand, they usually form loyalty toward the company and its brand, and this lead them to build positive brand equity outcome toward the products and services of the company. (satisfaction and brand identification) on brand love and the impact of brand love on brand equity outcome when brand loyalty is mediating. The aim of this study is to explore the antecedents variables effect e.g. In this study, implications of the results were also discussed.īrand love is a recent marketing construct, which has been shown to influence important marketing variables such as word-of-mouth and purchase decision making. This circumstance are the same with mediating variable attitude toward switching on intention to switch smartphone. Beside that, convenience and perceived value were found positive significant on attitude toward switching. They engage in a form value of benefit-cost ratio. Consumers will consider beyond phisical attributes and price, they are: beneficial and image attribute. The findings have revealed that there are two of variables are not supported, they are product attributes and price fairness. The remaining 227 respondents (90,8 %) are usable questionnaires were analyzed with SEM by using AMOS 16 computer programm. Convenience sampling technique was used to collect 250 respondents and there are 23 responses categorized as unusable. The dependent variable is intention to switch smartphone, and mediating variable is attitude toward switching. Four variables are independent variables namely: product attributes, price fairness, convenience, and perceived value. The questionnaire contain of six variables and thirty one items. The results obtain from a consumer perception’s questionnaire of intention to switch Samsung smartphone. The survey study based on descriptive research used to describe characteristic of a population or phenomenon being studied. The intention to switch smartphone is an interesting issue to be studied, because it can be used to elaborate the consumers’ intention to switch otherwise give insights and stimuli for marketer to maintain their relationship with customers.
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