Perceived Brand Quality Research Articles

KÜRESEL VE YEREL MARKALAR: KÖKEN VE ALGI AYRIMI

Purpose: This study aims to (1) disentangle the relationship between brand origin (global vs. local) and brand perceptions (perceived brand globalness, PBG vs. local iconness, LI), and (2) investigate how consumer ethnocentrism moderates these model pathways. 
 Design/methodology/approach: We utilize a multi-method approach in two complementary studies, a survey (N=253) and an experiment (N=148). 
 Findings: We find that brand origin (global vs. local) and perceptions (PBG vs. LI) are distinct constructs that need to be accounted for separately in brand evaluation models. We show that the routes to purchase intentions (PIs) differ across global and local origin brands. PBG has a positive relationship with perceived brand quality and prestige but only for global origin brands. In contrast, for local origin brands, LI plays a crucial role via positive relationships to perceived brand quality and prestige. Consumers prefer brands to stay true to their brand origin. Ethnocentrism dampens both the PBG-PI and LI-PI relations only for global origin brands. Neither PBG nor LI seems to trigger PIs for ethnocentric consumers for global origin brands.
 Originality/value: We show that the routes to PIs differ across global and local origin brands. Brand managers should stay true to the origins of their brands (global/local) in building their brands’ globalness/localness perceptions since consumers prefer a fit between origin and perceptions.

Fans, friends, critics, and foes: How CSR-based stakeholder segmentation differentiates perceived corporate ethics, trust, and perceived brand quality

This study adopts a stakeholder segmentation method based on symbolic environment (SE) and behavioral experiences (BE) of the company’s corporate social responsibility (CSR) activities. The method identified four types of stakeholder: Fans, Friends, Critics, and Foes. Three survey studies (N = 700; N = 240; N = 240) showed significant differences in corporate deontological ethicality (PCDE), trust, and perceived brand quality among the four types of stakeholder. With a few exceptions, the results consistently revealed that fans reported significantly higher PCDE, trust, and perceived brand quality than the other three groups, while foes reported significantly lower PCDE, trust, and perceived brand quality than the other three groups. Furthermore, trust mediated the relationship between PCDE and perceived brand quality. How different valences of SE and BE led to divergent levels of PCDE, trust, and perceived brand quality is discussed with theoretical and managerial implications. The mediating role of trust between corporate ethics and perceived brand quality in the context of consumer-organization relationships is also discussed.

Angelic brand name priming: saintly branded food influences brand healthfulness perceptions

PurposeConsumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding the role of brand names in consumer decisions around healthfulness. The purpose of this study is to introduce angelic branding as a brand naming strategy that may act as a supernatural agent benevolence (i.e. loving, kind and merciful) prime that leads consumers to perceive that the brand’s products are healthful.Design/methodology/approachStudy 1 examines the effect of angelic brand names on brand healthfulness perceptions. Study 2 investigates the mediating role of brand virtuousness perceptions on the relationship between angelic branding and brand healthfulness perceptions and the downstream consequences on purchase intention. Study 3 explores the moderating role of authoritarian supernatural agent belief (i.e. angry, vindictive and punishing) on the relationship between angelic branding and brand virtuousness perceptions, and subsequent brand healthfulness perceptions and purchase intention.FindingsThe results of this study demonstrate that angelic branding results in healthfulness perceptions for a healthy product (i.e. vitamins; Study 1a), an unhealthy product (i.e. cookies; Study 1b; eliminating perceptual fluency as a potential alternative explanation for the phenomenon) and across different product categories (i.e. surface spray; Study 1c). The results from Study 2 find that angelic brand names prime brand healthfulness perceptions because of the activation of brand virtuousness perceptions (not brand quality perceptions; eliminating a general halo effect as a potential alternative explanation for the phenomenon). The results of Study 3 show that strong belief in authoritarian supernatural agents attenuates the angelic brand name–brand healthfulness priming effect.Research limitations/implicationsThis research is limited, as it only considers angelic brand naming and not any other benevolence cues in brand logos, such as halos and angel wings. This research is also limited in that it only considers healthfulness perceptions drawn from English angelic brand name cues and from participants within the USA and the UK.Practical implicationsThis study has important implications for brand managers in the development of new brand names. Angelic brand naming is suggested as a strategy for brand managers to prime perceptions of brand virtuousness and brand healthfulness and to influence consumer behavior. However, brand managers are cautioned against the use of this brand naming strategy if it is intended to mislead or deceive consumers, resulting in detrimental effects on their health.Originality/valueThis research makes a unique and novel contribution to the literature in brand names on consumer decision-making. Angelic branding is introduced as a brand naming strategy that can act as a supernatural agent religious prime to influence perceptions of brand virtuousness, brand healthfulness and consumer behavioral intentions (i.e. purchase intention).

Influence of service marketing mix on Perceived Brand Quality: Mobile Telecommunication Perspective in Northern Bangladesh

Purpose: The study tried to identify the influence of service marketing mix on perceived brand quality in mobile telecommunication industry with the reference to northern Bangladesh. Methodology: Research model has been developed from the previous literatures. The study adopted descriptive research design, quantitative approach, and survey-based research strategy. All the operators have been considered for the study where individual subscribers were treated as samples. Rajshahi district was selected as the study area. Sample size with 378 were determined who used a total of 672 SIM. Simple random sampling technique was used to draw the required samples while a pre-tested structured questionnaire was employed for survey. Researcher himself with two well-trained enumerators has completed the field data collection process. Researcher used SEM analysis to test the hypotheses. Findings: Result shows, all the seven hypotheses have been rejected. It suggests that service marketing mix has statistically significant effect or influence on perceived brand quality in mobile telecommunication industry in northern Bangladesh. Practical Implications: Implementation of the findings may provide operators with opportunities to improve their strength as perceived brand equity will increase. Moreover, operators would be able to leverage strategic marketing for brand management. Originality: Researcher tried to identify the variables and items that influence perceived brand quality that would be helpful for strategic fit in developing marketing strategy to gain competitive advantage for mobile telecom operators in northern Bangladesh. Research Limitations: As this study covered only Rajshahi district, it may not be generalized for overall Bangladesh.

THE EFFECT OF MOBILE BRANDS ON CONSUMER PURCHASE DECISION IN JORDAN

This study aims to explore the different brand dimensions that affect consumer purchase decisions. The researcher distributed 470 questionnaires for participants with Samsung- branded cellular devices. The research hypotheses were tested using the SPSS version 17.0 Program and AMOS 20.0 software- structural equation modeling SEM, which was used to analyze the data collected from the respondents. The study found that there is a significant positive effect of Perceived brand name and Perceived brand quality on consumer purchase decisions, while there is an insignificant effect for perceived brand price and perceived brand value on a consumer purchase decision. The recommendations were developed to enhance the role of the brand dimensions to benefit from it in the marketing of cellular devices both for companies and customers, perceived brand name and the Perceived brand quality are the ones that have the strongest effect, and therefore, companies that produce cellular devices should focus more on these dimensions to encourage consumers to make a purchasing decision. Furthermore, to improve the dimensions that got the lowest effect. Keywords : Mobile Brand, Consumer Purchase Decision, Brand Quality, Brand Name, Jordan DOI： https://doi.org/10.35741/issn.0258-2724.58.1.73

Influential celebrities through brand co-creation by music video: how does it change perceived brand quality and impact on purchase intention

Influential celebrities through brand co-creation by music video: how does it change perceived brand quality and impact on purchase intention

Brand loyalty among mobile users

The purpose of this study is to explore the factors that influence brand loyalty among young mobile phone users. The study establishes a conceptual framework and tests hypotheses with a sample of 315 respondents from mobile phone users of various brands to explore the factors influencing brand loyalty. A structured questionnaire is used to gather data, and a descriptive and causal-comparative research design is used to assess the impact of perceived brand quality, customer satisfaction, brand image, brand experience, and social media marketing on brand loyalty. The study reveals statistically significant positive correlations between the study variables and brand loyalty using both descriptive and inferential statistical techniques. Notably, perceived brand quality, customer satisfaction, brand image, brand experience, and social media marketing all have significant positive connections with brand loyalty, showing that improving these factors can lead to higher user loyalty. Regression analysis, on the other hand, shows that only perceived brand quality, customer satisfaction, and brand experience have a significant impact on brand loyalty. This result emphasizes the important roles of quality, customer satisfaction, and brand experience in developing long-term brand loyalty. These findings have implications for users, suppliers, and regulatory agencies, shaping strategies and approaches for developing long-term brand loyalty.

City brand equity, a marketing perspective

The article addresses the issue of city brand equity, presenting an overview of the existing models of brand equity assessment as well as the results of a qualitative study conducted on a sample composed of local-government administration and stakeholder organization representatives. The grounded theory method was employed for data analysis, with the use of the Atlas.ti workbench. The results obtained allowed for identification of four dimensions of city brand equity: brand perception, perceived brand quality, brand loyalty and stakeholder involvement in the co-creation of the city's brand. Each dimension has been assigned components. The article fills the gap in the research on the brand equity of Polish cities. It can be of use for the local-government practice concerning city offer development, stakeholder communication, and measurement of the effects arising from the marketing activities aimed at the developing a city's brand.

Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian yang Dimediasi oleh Brand Image dan Perceived Brand Quality Produk Kosmetik MS Glow

This study discusses the effect of celebrity endorsement on purchasing decisions mediated by brand image and perceived brand quality of Ms Glow cosmetic products in North Jakarta. This research was conducted using probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 consumer respondents of Ms Glow in North Jakarta. Data analysis using Smart PLS analysis. Celebrity endorsements by the company are able to influence the brand image of Ms Glow cosmetic products in North Jakarta. The power of celebrity endorsement can increase consumer feelings. Perceived brand quality has a positive and significant influence on purchasing decisions. So it can be said, the perceived brand quality that is felt by consumers is able to influence purchasing decisions for Ms Glow cosmetic products in North Jakarta. Brand image is not able to mediate the influence of celebrity endorsement on purchasing decisions. So it can be said that celebrity endorsements have not been able to form a good brand image in the minds of consumers, so it cannot influence the purchase decision of Ms Glow cosmetic products in North Jakarta. So it can be said, celebrity endorsements that are carried out are able to create the quality of the brand perceived by consumers will increase, so this will have an impact on purchasing decisions for Ms Glow cosmetic products in North Jakarta.

Employing strategic management to study the effect of brand awareness on customer's loyalty: Exploring the mediation effect of perceived brand quality and brand communication: A study of samsung electronics company in Tehran branch

Customers perception about a brand's trademark illustrates their loyalty towards the brand. Previous research of brand loyalty was mainly focused on products and these studies were performed in developed countries. Extending past research to the least developed country (Iran) and in a service sector, the current paper argues that brand awareness, perception about the quality of service, and brand communication, can positively increase brand loyalty. Further, it shows that brand communication and perceived quality can mediate the relationship between brand awareness and brand loyalty.

Trust through Transparency? How Journalistic Reactions to Media-Critical User Comments Affect Quality Perceptions and Behavior Intentions

User comments to digital news often contain media criticism, detrimentally affecting how others perceive the quality of news and possibly lowering media trust. It remains an open question, however, how journalistic reactions can mitigate these effects. Based on premises of engagement moderation, accountability, and transparency in digital journalism, we conducted an online experiment investigating how critical user comments and journalistic reactions affect quality perceptions and behavioral intentions towards a news media brand. Results show that media-critical comments lower perceived brand quality, but only among media cynics, whereby increasing it among media supporters. Journalists admitting mistakes only enhances perceived brand quality for media cynics, while denying does so for everyone and decreases cynics’ intention to comment negatively. Lastly, explaining why a mistake was made or not boosts brand quality perceptions overall, suggesting that transparency is a viable strategy for improving media trust in the long run.

Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception

Consumers perceive brand quality from the country of origin of the brand. Global business ecosystems represent multiple countries such as the country of the keystone company and the country of the assembly companies. Thus, the brands of global business ecosystems have multiple countries of origin. This study aims to examine the impacts of the country images of the keystone company and assembly companies on consumers’ brand quality perceptions. In addition, depending on the assembly partner selection strategies of forming a global business ecosystem, the characteristics of the associated countries with the business ecosystem may change. The keystone company may select an assembly partner from a developing country or from a developed country. These two cases are compared to examine the impacts of the combined country images of the keystone and assembly companies. To do so, this study surveys Vietnamese consumers’ perceptions of the brand Hyundai Motor, the country images of South Korea as the country of the keystone company, India as the assembly partner from the developing country, and USA as the assembly partner from the developed country. The collected data were analyzed using a structural equations modeling method and results are discussed with theoretical and managerial implications.

Does team identification of satellite fans influence brand-related sponsorship outcomes? What we learned from Manchester United supporters in Malaysia

ABSTRACT The aim of the research was to explore how satellite fans identification with their favorite foreign team influences sponsorship outcomes. Manchester United and Adidas agreement was examined and a sample of 284 satellite fans from Malaysia was collected using an online survey. The findings provided evidence for the effect of team identification on sponsor-sponsee perceived fit, of perceived fit on sponsor’s products perceived brand quality (PBQ) and on word of mouth (WOM), and of PBQ on WOM. Although the direct effect between team identification with PBQ and with WOM was not significant, the results uncovered a full mediating effect of perceived fit in both relationships. The same held true for PBQ on the relationship between team identification and WOM, while PBQ exerted a partial mediating effect on the relationship of perceived fit and WOM. This study offers recommendations on how to strengthen sponsors’ return on investment on an international level.

Antecedents of brand equity on halal tourism destination

PurposeThis study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context.Design/methodology/approachUsing the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data.FindingsThe study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE.Research limitations/implicationsThis research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas.Practical implicationsThe study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country.Originality/valueThis paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.

The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries. This work examines Shujaaz, a multi-channel communication platform that uses branding strategies to create positive associations with safe sexual and reproductive health (SRH) practices among Kenyan youth. This study has the following three goals: (1) define and measure Shujaaz brand equity and its components (i.e., loyalty, awareness, perceived quality, popularity and brand personality), (2) analyze if Shujaaz brand equity components are associated with changes in SRH practices among youth, and (3) explore if Shujaaz brand loyalty could be better defined as an outcome, not a component of brand equity. The study uses data from a survey among 450 Kenyan youth interviewed three times; in 2016, 2017, and 2018. The analytical sample includes only those participants who self-reported exposure to Shujaaz. Fixed-effect logistic regression models were used to analyze the association between measures of brand equity and SRH outcomes, and to measure the association between brand equity measures and brand loyalty. Regression estimates indicate that loyalty to the Shujaaz brand was significantly associated with ever using condoms ( OR = 1.79), ever using modern contraception ( OR = 1.95), and with the likelihood of recommending condoms ( OR = 1.88). Shujaaz brand personality was significantly associated with ever using a condom ( OR = 1.87). When analyzing brand loyalty as the outcome of interest, we observe that brand personality, brand awareness, and popularity are positively associated with loyalty. However, no significant association was observed for perceived brand quality. This study underscored the role of brand loyalty as a determinant of health behavior change. However, loyalty to the brand is strongly associated with popularity, awareness, and brand personality, highlighting the need for mediation models to further study the dynamics of brand equity.

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

AbstractConsumers in emerging markets are known to have strong preferences for well‐known foreign brands. Drawing on schema and categorization theories, this study empirically investigates how accessible two components of brand foreignness – globalness and country of brand origin – are in consumer perceptions of brand quality in emerging markets. In addition, we argue that brand globalness can be shaped by inferential reasoning and test how consumer perceptions of brand globalness are affected by both a brand's country of origin and its perceived quality. Two different studies were conducted with young‐adult consumers in China. The study found that in their evaluations of foreign brands consumers are more influenced by country of origin than by brand globalness. It also found that consumers tend to perceive a high level of globalness in high‐quality brands and brands from a favorable country‐of‐origin. Further, this tendency was found to differ between well‐known and lesser‐known brands. These findings confirm the predictive validity of country of origin, but contrast with extant literature on the role of brand globalness as a principal quality cue for foreign brands among consumers in emerging markets. Our findings also imply brand globalness can be an inferred attribute of perceived brand quality and country‐of‐origin image. Keywords: brand foreignness, brand globalness, country‐of‐origin effect, emerging markets.

Factors Affecting Customers Loyalty to Mobile Services Companies’ Brands

The main aim of this study is building and testing a model that includes most factors that may affect and interpret customers’ loyalty to mobile services companies’ brands. Designed questionnaire was distributed to Egyptian mobile services companies’ customers sample in stores of these companies. Data were obtained from 373 respondents and were analyzed using Amos.18 and Spss.16 to test hypotheses established in a research model. The results indicated that there is a positive significant relationship between brand awareness and brand associations. The results revealed that there is a positive significant relationship between brand associations and perceived brand quality. It is found that there is a positive significant relationship between brand associations, perceived brand quality and brand loyalty. It is found also that older customers are more loyal to the brand than younger customers. It is concluded that higher income customers are more loyal to the brand than lower income customers.

Customers’ motivation to engage with luxury brands on social media

Customers engaging with brands on social media is critical to social media managers; however, there is still a lack of in-depth studies on the drivers of consumers’ engagement with luxury brands. Drawing on 25 semi-structured interviews with customers following luxury brands in social media, this study explores what motivates customers to engage with luxury brands on social media. This research develops a theoretical framework for the motivations of customers’ cognitive, emotional and behavioral engagement with luxury brands. The study identifies 13 motivations grouped into six macro-dimensions: perceived content relevancy (brand news, post quality, and celebrity endorsement), brand-customer relationship (brand love, and brand ethereality), hedonic (entertainment), aesthetic (design appeal), socio-psychological (actual self-congruency, status signaling, and enhance and maintain face), brand equity (perceived brand quality), and technology factors (ease of use and convenience). This study helps marketing managers of luxury brands to understand how they can improve engagement with their customers.

How much do consumers know about the quality of products? Evidence from the diaper market

To measure the extent of incomplete information about brand qualities faced by consumers, recent research in marketing and economics has extended traditional static choice models to explicitly allow for consumer learning. These models tend to be complicated and make stringent assumptions such as Bayesian updating. In this paper, we provide a simpler alternative method to measure how much consumers know about the quality of quasi-durable products. Our key insight is that for products that depreciate over time and require repeated purchases, individuals’ observed inter-purchase spells provide another measure of brand qualities in terms of durability. This is simply because the higher the durability, the longer a product can last in general, and hence its observed inter-purchase spells should also be longer. Based on this argument, we propose an empirical framework to estimate both the perceived brand quality (based on revealed preference data) and brand durability (based on brand-specific inter-purchase spells) and apply it to a scanner panel dataset for diapers. Our estimates allow us to compare these two measures of qualities and infer the extent of incomplete information faced by parents. With our results, we can address questions such as: Do parents make the right choice in the diapers category? Can they save some money by switching from a national brand to a store brand or the other way around? How much savings can they get?

The immediate effect of corporate social responsibility on consumer-based brand equity

Purpose In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand equity. Thus, from a brand building perspective, this paper aims to investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in brand equity. Design/methodology/approach With evidence from an experiment conducted in three different countries (Australia, United States and Spain), based on an actual brand CSR program, this paper explores the different immediate effects of change in brand awareness, perceived brand quality and brand loyalty, after the exposure to a CSR message, on the overall immediate change in value that consumers give to a brand. Furthermore, it examines the role of brand-cause fit and the influence that differences in cultural, economic and political environments have on this effect. Findings The change in brand loyalty due to CSR communication is the key dimension driving the immediate positive change in overall brand equity. In addition, change in brand awareness has an inverted U-shape relationship with change in overall brand equity, whereas the change in perceived brand quality does not have an influence. Finally, the results indicate that this immediate effect holds regardless of the level of brand-cause fit, but is greater in countries where firms are expected to participate and CSR reporting is not mandatory, making such practices be seen as voluntary. Practical implications The findings of this study offer research implications for academics, and practical considerations for brand managers, interested in how to rapidly generate changes in consumer perception by leveraging CSR activities for brand building in global settings. Specifically, it indicates that when the aim is to quickly build brand equity, the goal of communicating CSR activities must be to increase the level of attachment that consumers have to the brand since loyalty is the main driver of the immediate change in overall brand equity. Originality/value Although many scholars have demonstrated the impact of CSR on various consumer behavior outcomes (e.g., brand attitude, purchase intention, loyalty), from a brand build perspective the implications of the immediate effect of a brand communication of CSR practices on consumer-based brand equity remain less clear. This study addresses this gap to gain a deeper understanding of how to rapidly generate changes in consumer perception to build strong brands while leveraging CSR practices.