THE EFFECT OF ASSOCIATED MEDIATION, LOYALTY, BRAND IMAGE AND THE QUALITY ACCEPTED TO THE EQUITY OF THE BRAND
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Abstract
One of the essential topics in marketing management is subject to brand equity. Initially, brand equity was recognized to can be given to bring added value to a product in the means corporate brand name. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the organization to create and build intense brand name organization experiences that will influence the decision-making process to brand name organization choice for membership. Thus, this study aims to prove and analyze the indirect influence amongst the brand equity dimensions on brand equity. For this study's purpose, brand equity dimensions include brand awareness, brand association, brand loyalty, brand image and perceived quality. In this study, a sum of 120 usable questionnaires from cooperation enterprises active membership was gathered. The result indicates that only a mediating influence brand loyalty of brand association on brand equity, and a mediating influence the perceived quality of the brand image on brand equity.
References
Aaker, D.A., 1991. Managing brand equity. New York: The Free Press.
Aaker, D.A., 1996. Managing brand equity: Capitalizing on the value of the brand name. New York: The Free Press.
Aaker, D.A. dan Joachimsthaler, E., 2000. Brand Leadership. New York: The Free Press.
Assael, H., 1992. Consumer behavior and marketing action. Boston: PWS-Kent Publishing.
Atilgan, E., S. Aksoy dan S. Akinci, 2005. Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3),237-248. http://dx.doi.org/10.1108/02634500510597283
Bearden, W.O. dan M.J. Etzel, 1982. Reference group influence on product and brand purchase decisions. Journal of consumer research, 9, 183-194.http://dx.doi.org/10.1086/20891
Bernues, A., A. Olaizola dan K. Corcoran, 2003. Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation. Food qualityand preference 14(4): 265-276.
Blackston, M., 1995. The qualitative dimension of brand equity. Journal of AdvertisingResearch, 35(4), 2-7.
Burmann, C., K. Schaefer dan P. Maloney, 2008. Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 16(3), 159-176.
Cobb Walgen, C.J., C.A. Ruble dan N. Donthu, 1995. Brand equity, brand preference and Purchase intention. Journal of Advertising, 24(3), 25-41.
Erenkol, A.D. dan A. Duygun, 2010. Customers perceived brand equity and a research on the cuatomers of Bellona which is a Turkish furniture brand. The Journal of American Academy of Business, 16(1).
Farquhar, P.H., 1989. Recognizing and Measuring Brand Assets. Marketing Science Institute. Cambridge: MA.
Farquhar, P.H., J.H. Han dan Y. Ijiri, 1991. Managing brand equity. Journal of Marketing Research, 1, 24-3
Gladden, J.M. dan G.R. Milne, 2004. Examining the importance of brand equity in professional sport. In S.Rosner, & K., Shropshire (Eds.), The Business of Sports. Massachusetts: Jones and Bartless Publishers.
Hair, J.F., E.A. Rolph, L.T.Ronald dan C.B. William, 1998. Multivariate Data Analysis, Fifth Edition. New Jersey: Prentice-Hall International, Inc.
Huang, R. dan E. Sarigollu, 2011. How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 07136.
Jacoby, J., J. Olson dan R. Haddock, 1971. Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570-579. http://dx.doi.org/10.1037/h0032045
James, D., 2005. Guilty through association: Brand association transfer to brand alliances. Journal of Consumer Marketing, 22(1), 14-25. http://dx.doi.org/10.1108/07363760510576518
Keller, K.L., 1993. Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57, 1-22. http://dx.doi.org/10.2307/1252054
Keller, K.L., 1998. Strategic brand management: Building, measuring and managing brand equity. London: Prentice-Hall International.
Keller, K.L., 2003. Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). New Jersey: Prentuce-Hall.
Kim, H.B., W.G. Kim dan A.J. An, 2003. The Effect of Consumer Based Brand Equity on Firms Financial Performance. Journal of Consumer Marketing, 20(4), 335- 351. http://dx.doi.org/10.1108/ 07363760319473694
Kirmani, A. dan V. Zeithaml, 1993. Advertising, perceived quality and brand image. In D.A.Aaker, & A.L., Biel (Eds.), Brand Equity and Advertising (143-161).New Jersey: Lawrence Eilbaum, Mahwah.
Kotler, P., KL. Keller, SH. Ang, SM. Leong dan CT. Tan, 2009. Marketing Management, An Asian Perspective, Eifth Edition. Singapore: Prentice Hall, Pearson Education.
Kotler, P. dan G. Armstrong, 1996. Principles of Marketing (7th ed.). New Jersey: Prentice-Hall International, Inc.
Lassar, W., B. Mittal dan S. Arun, 1995. Measuring consumer based brand equity. Journal of Consumer Marketing, 12(4), 11-19. http://dx.doi.org/10.1108/06363769510095270
Mahajan, V., V.R. Rao dan R.K. Srivastava, 1994. An approach to assess the importance of brand equity in acquisition decisions. Journal of Product Innovation Management, 11, 221-235. http://dx.doi.org/10.1016/0737-6782(94)90005-1
Marinova, S., J. Cui, M. Marinov dan E. Shiu, 2011. Customers relationship and brand equity: A study of bank retailing in China. WBC, Poznau, 6-9.
Oliver, R.L., 1997. Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
Motameni dan Shahrokhi, 1998. Brand Equity Valuation: A Global Perspective. Journal of
Product and Brand Management, 7(4), 275- 290. http://dx.doi.org/10.1108/10610429810229799
Pappu, R., 2005. Consumer-based brand equity: Improving the measurement. Journal of Product and Brand Management, 14(3), 143-154.http://dx.doi.org/10.1108/10610420510601012
Park, C.W. dan V. Arinivasan, 1994. A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, (31), 271-288. http://dx.doi.org/10.2307/3152199
Pitta, D.A. dan L.P. Katsanis, 1995. Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51. http://dx.doi.org/10.1108/07363769510095306
Prasad, K. dan C.S. Dev, 2000. Managing hotel brand equity: A customer:centric framework
For assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 23-31. http://dx.doi.org/10.1177/001088040004100314
Pride, W.M. dan O.C. Ferrell, 2003. Marketing: Concepts and strategies. Boston: MA: Houghton Mifflin Company.
Rao, A. dan K. Monroe, 1989. The effect of price, brand name, and store name on buyers perceptions of ptoduct quality: An integrative review. Journal of Marketing Research, 26(3), 351-357. http://dx.doi.org/10.2307/3172907
Richardson, P., A. Dick dan A. Jain, 1994. Extrinsic and intrinsic cue effects on perceptions of store brand quality. The Journal of Marketing, 58(4), 28- 36. http://dx.doi.org/10.2307/1251914
Rio, A.B., R. Vazquez dan v. Iglesias, 2001. The Effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410- 425. http://dx.doi.org/10.1108/07363760110398708
Roy, D. dan S. Banerjee, 2007. Caring strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17(1/2), 140-148. http://dx.doi.org/10.1108/10569210710776512
Samualsen, B.M. dan K. Sandvik, 1997. The concept of customer loyalty. The 25th EMAC Conference. UK: University of Warwick.
Severi, E. dan C.L. Kwek, 2013. The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity. Journal Asian Social Science; Vol. 9, No. 3. http://dx.doi.org/10.5539/ass.v9n3p125
Shocker, A.D. dan B. Weitz, 1994. A perspective on brand equity prnciples and issues. In L. Leuthesser (ed.), Report Number 88-104. Marketing Science Institute. Cambridge: MA.
Shimp, T.A. dan W.O. Bearden, 1982. Warranty and other extrinsic are effects on consumers risk perception. Journal of Consumer Research, 9, 38-46. http://dx.doi.org/10.1086/208894
Simon, C.J. dan M.W. Sullivan, 1990. The measurement and determinants of brand equity: A financial approach. Working Paper, Graduate School of Business, University of Chicago.
Tong, X. dan J.M. Hawley, 2009. Measuring customer-based brand equity: Empirical evidence from the sportwear market in China. Journal of Product and Brand management, 18(4), 262-271. http://dx.doi.org/10.1108/10610420910972783
Travis, D., 2000. Emotional branding: How successful brands gain the irrational edge. Crown Publishing Group.
Van Osslaer, S.M.J. dan C. Janiszewski, 2001. Two ways of learning brand association.Journal of Consumer Research, 28, 202-223. http://dx.doi.org//10.1086/322898
Yoo, B., N. Donthu dan S. Lee, 2000. Anexamination of selected marketing mix elements and brand http://dx.doi.org/10.1177/0092070300282002
Zeithhaml, V., 1988. Consumer perception of price, quality and the value: A mean-end and synthesis of evidence. Journal of Marketing, 52(2), 2-22. http://dx.doi.org/10.2307/1251446
Aaker, D.A., 1996. Managing brand equity: Capitalizing on the value of the brand name. New York: The Free Press.
Aaker, D.A. dan Joachimsthaler, E., 2000. Brand Leadership. New York: The Free Press.
Assael, H., 1992. Consumer behavior and marketing action. Boston: PWS-Kent Publishing.
Atilgan, E., S. Aksoy dan S. Akinci, 2005. Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3),237-248. http://dx.doi.org/10.1108/02634500510597283
Bearden, W.O. dan M.J. Etzel, 1982. Reference group influence on product and brand purchase decisions. Journal of consumer research, 9, 183-194.http://dx.doi.org/10.1086/20891
Bernues, A., A. Olaizola dan K. Corcoran, 2003. Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation. Food qualityand preference 14(4): 265-276.
Blackston, M., 1995. The qualitative dimension of brand equity. Journal of AdvertisingResearch, 35(4), 2-7.
Burmann, C., K. Schaefer dan P. Maloney, 2008. Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 16(3), 159-176.
Cobb Walgen, C.J., C.A. Ruble dan N. Donthu, 1995. Brand equity, brand preference and Purchase intention. Journal of Advertising, 24(3), 25-41.
Erenkol, A.D. dan A. Duygun, 2010. Customers perceived brand equity and a research on the cuatomers of Bellona which is a Turkish furniture brand. The Journal of American Academy of Business, 16(1).
Farquhar, P.H., 1989. Recognizing and Measuring Brand Assets. Marketing Science Institute. Cambridge: MA.
Farquhar, P.H., J.H. Han dan Y. Ijiri, 1991. Managing brand equity. Journal of Marketing Research, 1, 24-3
Gladden, J.M. dan G.R. Milne, 2004. Examining the importance of brand equity in professional sport. In S.Rosner, & K., Shropshire (Eds.), The Business of Sports. Massachusetts: Jones and Bartless Publishers.
Hair, J.F., E.A. Rolph, L.T.Ronald dan C.B. William, 1998. Multivariate Data Analysis, Fifth Edition. New Jersey: Prentice-Hall International, Inc.
Huang, R. dan E. Sarigollu, 2011. How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 07136.
Jacoby, J., J. Olson dan R. Haddock, 1971. Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570-579. http://dx.doi.org/10.1037/h0032045
James, D., 2005. Guilty through association: Brand association transfer to brand alliances. Journal of Consumer Marketing, 22(1), 14-25. http://dx.doi.org/10.1108/07363760510576518
Keller, K.L., 1993. Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57, 1-22. http://dx.doi.org/10.2307/1252054
Keller, K.L., 1998. Strategic brand management: Building, measuring and managing brand equity. London: Prentice-Hall International.
Keller, K.L., 2003. Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). New Jersey: Prentuce-Hall.
Kim, H.B., W.G. Kim dan A.J. An, 2003. The Effect of Consumer Based Brand Equity on Firms Financial Performance. Journal of Consumer Marketing, 20(4), 335- 351. http://dx.doi.org/10.1108/ 07363760319473694
Kirmani, A. dan V. Zeithaml, 1993. Advertising, perceived quality and brand image. In D.A.Aaker, & A.L., Biel (Eds.), Brand Equity and Advertising (143-161).New Jersey: Lawrence Eilbaum, Mahwah.
Kotler, P., KL. Keller, SH. Ang, SM. Leong dan CT. Tan, 2009. Marketing Management, An Asian Perspective, Eifth Edition. Singapore: Prentice Hall, Pearson Education.
Kotler, P. dan G. Armstrong, 1996. Principles of Marketing (7th ed.). New Jersey: Prentice-Hall International, Inc.
Lassar, W., B. Mittal dan S. Arun, 1995. Measuring consumer based brand equity. Journal of Consumer Marketing, 12(4), 11-19. http://dx.doi.org/10.1108/06363769510095270
Mahajan, V., V.R. Rao dan R.K. Srivastava, 1994. An approach to assess the importance of brand equity in acquisition decisions. Journal of Product Innovation Management, 11, 221-235. http://dx.doi.org/10.1016/0737-6782(94)90005-1
Marinova, S., J. Cui, M. Marinov dan E. Shiu, 2011. Customers relationship and brand equity: A study of bank retailing in China. WBC, Poznau, 6-9.
Oliver, R.L., 1997. Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
Motameni dan Shahrokhi, 1998. Brand Equity Valuation: A Global Perspective. Journal of
Product and Brand Management, 7(4), 275- 290. http://dx.doi.org/10.1108/10610429810229799
Pappu, R., 2005. Consumer-based brand equity: Improving the measurement. Journal of Product and Brand Management, 14(3), 143-154.http://dx.doi.org/10.1108/10610420510601012
Park, C.W. dan V. Arinivasan, 1994. A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, (31), 271-288. http://dx.doi.org/10.2307/3152199
Pitta, D.A. dan L.P. Katsanis, 1995. Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51. http://dx.doi.org/10.1108/07363769510095306
Prasad, K. dan C.S. Dev, 2000. Managing hotel brand equity: A customer:centric framework
For assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 23-31. http://dx.doi.org/10.1177/001088040004100314
Pride, W.M. dan O.C. Ferrell, 2003. Marketing: Concepts and strategies. Boston: MA: Houghton Mifflin Company.
Rao, A. dan K. Monroe, 1989. The effect of price, brand name, and store name on buyers perceptions of ptoduct quality: An integrative review. Journal of Marketing Research, 26(3), 351-357. http://dx.doi.org/10.2307/3172907
Richardson, P., A. Dick dan A. Jain, 1994. Extrinsic and intrinsic cue effects on perceptions of store brand quality. The Journal of Marketing, 58(4), 28- 36. http://dx.doi.org/10.2307/1251914
Rio, A.B., R. Vazquez dan v. Iglesias, 2001. The Effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410- 425. http://dx.doi.org/10.1108/07363760110398708
Roy, D. dan S. Banerjee, 2007. Caring strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17(1/2), 140-148. http://dx.doi.org/10.1108/10569210710776512
Samualsen, B.M. dan K. Sandvik, 1997. The concept of customer loyalty. The 25th EMAC Conference. UK: University of Warwick.
Severi, E. dan C.L. Kwek, 2013. The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity. Journal Asian Social Science; Vol. 9, No. 3. http://dx.doi.org/10.5539/ass.v9n3p125
Shocker, A.D. dan B. Weitz, 1994. A perspective on brand equity prnciples and issues. In L. Leuthesser (ed.), Report Number 88-104. Marketing Science Institute. Cambridge: MA.
Shimp, T.A. dan W.O. Bearden, 1982. Warranty and other extrinsic are effects on consumers risk perception. Journal of Consumer Research, 9, 38-46. http://dx.doi.org/10.1086/208894
Simon, C.J. dan M.W. Sullivan, 1990. The measurement and determinants of brand equity: A financial approach. Working Paper, Graduate School of Business, University of Chicago.
Tong, X. dan J.M. Hawley, 2009. Measuring customer-based brand equity: Empirical evidence from the sportwear market in China. Journal of Product and Brand management, 18(4), 262-271. http://dx.doi.org/10.1108/10610420910972783
Travis, D., 2000. Emotional branding: How successful brands gain the irrational edge. Crown Publishing Group.
Van Osslaer, S.M.J. dan C. Janiszewski, 2001. Two ways of learning brand association.Journal of Consumer Research, 28, 202-223. http://dx.doi.org//10.1086/322898
Yoo, B., N. Donthu dan S. Lee, 2000. Anexamination of selected marketing mix elements and brand http://dx.doi.org/10.1177/0092070300282002
Zeithhaml, V., 1988. Consumer perception of price, quality and the value: A mean-end and synthesis of evidence. Journal of Marketing, 52(2), 2-22. http://dx.doi.org/10.2307/1251446
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