Browsing by Subject "Brand trust"
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ItemFactors relating to brand loyalty of a Fitness Health Club franchise Business in Vienna, AustriaThis study focused on brand loyalty for an international, franchised Fitness Health Club in Vienna, Austria. The researcher found six independent variables in order to analyse customers' brand loyalty towards the above mentioned Fitness Health Club. The data was collected through 366 useful questionnaires from the Fitness Health Club and its day-to-day customers and members in Vienna, Austria. The research tested the relationship between brand loyalty and seven variables, which were advertising spending, brand image, brand trust, customer orientation, corporate social responsibility (CSR), satisfaction and overall valuation of services. The researcher finds that all null hypotheses were rejected through the Pearson Correlation technique, which showed that there were statistically positive relationships among the variables.
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ItemAn influence of advertising on consumer-based brand loyalty: a case study on a sports shoe brand in Bhopal IndiaThis study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative approach and applied non-probability sampling as the convenience sampling technique. A total of 400 respondents who experienced the perception of advertising for searching information about sports shoe products were invited to participate in this study. The descriptive statistic was used as frequency and percentile to explain demographic profile meanwhile inferential statistic was used both simple linear regression (SLR) and multiple linear regression (MLR) to explain the causal relationship between advertising, perceived quality, brand trust, and brand loyalty in sportswear products. The results on simple linear regression exposed that advertising has a significant influence on brand trust and perceived quality, while perceived quality has also a significant influence on brand trust and brand loyalty which all the p-value have less than .05. The results on multiple linear regression discovered that brand trust and perceived quality have a significant influence on brand loyalty as p-value has less than .05 as well.
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ItemThe influencing factors toward brand loyalty of smartphone in Phnom Penh, Cambodia( 2016) Dauch, Kao ; Apichart IntravisitThe purpose of this study was to investigate the influencing factors of the independent variables, i.e. brand affect, brand trust, customer satisfaction, perceived quality, advertising spending, customer orientation, and CSR toward brand loyalty as dependent variable for the Apple iPhone in Phnom Penh, Cambodia. Then, the conceptual framework was designed from the theoretical framework, and hypotheses were constructed from the conceptual framework in order to know the relationship between dependent variable and independent variable. The researcher targets university students both male and female who currently use the Apple iPhone. A total of 400 questionnaires were distributed at the top five rankings of number of university students in Phnom Penh, Cambodia. The researcher used SPSS software for the statistical treatment of data by applying descriptive analysis and inferential analysis. The results of this study showed that brand trust had a high positive significant influence on brand affect, perceived quality had a high positive significant influence on satisfaction, advertising spending had a high positive significant influence on perceived quality. furthermore, brand affect, brand trust, satisfaction, perceived quality, and CSR had a positive significant influence on brand loyalty in terms of behavior, commitment, and price tolerance. Whereas, only one variable which is advertising spending had a negative significant influence on brand loyalty in terms of behavior. However, customer orientation had not a significant influence on brand loyalty in terms of behavior, commitment, and price tolerance.
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ItemRoles of Employer Brand Trust and Brand Value on Employer Attractiveness and Job Selection of the Prospective Job ApplicantsTo compete in nowadays business environment, one focus that an organization should not overlook is the quality of the employees since it undoubtedly influences the organizational performance and leads to organizational success. The effectiveness of the Job employment process has been issued in the human resource field for decades. "Employer branding" is a human resource strategic tool that the organization can use to obtain the talented and skillful employees who fit well with the organization and its requirements while "employer attractiveness" extended from the employer branding has been also emphasized. Brand trust, brand image, brand sincerity, brand competence, and brand affects are emphasized in this study since they would lead to the perceived value of the brand of the employer firm. The job seekers would perceive a firm as attractive if they receive positive information from the firm and perceive the firm as high fit with them. Consequently, applying a job at that particular firm could be expected. The question, "How does the employer branding affect the employer's brand value, employer attractiveness, and job selection of the prospective job applicants?" was proposed in this research. The methodology used in this research can be categorized into two parts, development of employer attractiveness scale and examining the relationship between employer branding, employer brand value and intention of the job seekers to apply for the job at the attractive firm. The 30-item measurement scale for employer attractiveness was obtained from the first part. The questionnaire survey was conducted with 1,128 job seekers who were the last year students of three universities. Five industries of the firms that the job seekers would like to work with were focused. Structural equation modeling with multiple group analysis together with one way ANOV A and independent sample t-test were adopted to test the research framework and related hypotheses. The results indicated the significant relationship between all employer branding constructs and employer brand value except brand competence. The significant relationship between brand competence, brand affect, and brand trust and employer attractiveness were also found. Employer brand value was significantly related to employer attractiveness and but not significantly related to intention to apply for the job. Significant relationship between employer attractiveness and intention to apply for the job at their favorite firms was shown. Significant differences of some constructs between gender and among job applicants who had different GP A and different favorite firms were found. Moreover, the difference of the SEM models of the job applicants who would like to work in different industries was found.