...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>South Asian Journal of Global Business Research >The mediating impact of customer satisfaction in relation of brand equity and brand loyalty An empirical synthesis and re-examination
【24h】

The mediating impact of customer satisfaction in relation of brand equity and brand loyalty An empirical synthesis and re-examination

机译：客户满意度对品牌资产和品牌忠诚度的中介影响经验综合和重新检验

获取原文
获取原文并翻译 | 示例
   

获取外文期刊封面封底 >>

       
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach - For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings - The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value - The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.
机译：目的-本文的目的是探讨基于消费者的品牌资产和品牌忠诚度与客户满意度的维度之间的相互关系，以此作为口腔护理领域的调解人，并特别提及德里和相关地区。设计/方法/方法-为了实现本研究的目的，通过结构方程建模对理论模型进行了测试。为了适应性，修改了文献中的研究量表。数据收集自250名受访者。调查结果-结果表明，在口腔护理领域，客户满意度与感知质量，品牌信任度，感知成本价值和生活方式的一致性密切相关。此外，客户满意度部分地将感知质量和成本的感知价值与品牌忠诚度之间的关系进行调解，而将其与生活方式的一致性和品牌信任度与品牌忠诚度之间的关系进行调解。因此，即使对于低参与度的产品，消费者的购买也是基于品牌的属性，而不是仅仅是习惯性的。原创性/价值-文献支持品牌资产对品牌忠诚度的直接影响。但是，没有其他研究调查客户满意度在低投入产品的品牌资产和品牌忠诚度之间的中介作用。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号