Service Brand Equity: Cross-Sectional Analysis of Four Service Schemes in Malaysia

It has been noted in the literature, service brand is considered to be one of the most discussed in the service industry. Because service is dominated by experience and credence attributes; therefore an extrinsic cue like brand may help to reduce customers’ purchase risk and optimize their cognitive processing abilities towards the service. One of the emerging service brand concepts that used extensively by marketing reseachers is service brand equity. However, there is limited interest looking at the broader application of service brand equity concept across different service categories. This is important to provide service marketers with useful and broader managerial insights in order to establish greater brand managerial sophistication in marketing the services. Hence, the aim of this research is to determine the dimensions of a successful branding strategy of services, to note each specific service sectors requirement, and its differences. The survey method is used in this study. The findings showed that different service category such as health service, retail, hotel and banking in Malaysia posited different dimension of service brand equity. This tends to suggest that, although service brand equity concept provides a significant description of how to brand a service; different services require different approach of branding process. Thus, this may help brand managers to prioritize and allocate which brand equity dimensions is suitable for their service. The principal contribution of the study is that it provides evidence for the validity of service brand equity used in various service contexts

Autonomous Orientation and Delinquent Behavioral Change : A Case Study of Ex-Juvenile Entrepreneurs in Katsina State, Nigeria

Contemporary Entrepreneurship discussion revealed the importance and the positive influence of autonomous orientation as one of the Entrepreneurial orientations (EO) towards organization performance and profitability. However, discussion of autonomous in the context of individuals such as entrepreneur behavioral change impact still silent, especially in the context of ex-juvenile entrepreneurs that can give an understanding into the Entrepreneurship body of knowledge. Therefore, the purposes of the research are to understand the role of autonomous orientation as one of the Individual Entrepreneurial Orientations (IEO) towards the delinquent behavioral change of ex-juvenile entrepreneurs. The study employed qualitative methods and in-depth interview to 10 research informants of ex-juvenile entrepreneurs that operate entrepreneurial activities in Katsina state, Nigeria. The study used thematic and NVivo 12 Pro to organize and analyze the data. The study found that ex-juvenile entrepreneurs are autonomous and more importantly autonomous orientation has a positive influence on ex-juvenile entrepreneurs’ delinquent behavioral change. This finding provides a fresh knowledge about the IEO potential in the entrepreneur self-development and insight into the entrepreneurship policymakers

Customer-Brand Relationship What the Universities Should Know

The understanding of how customers establish their relationship with brands has attracted much attention over the years and has become a topic of interest in social and economic discussions. The concept of Customer Brand Relationship has been considered an important concept due to its intangibility and complex in nature. Although this seems to be the case, there has been limited attempts to examine its formation and development as well as its application in the service setting particularly in the context of university services. For instance, there is still very few books on Customer Brand Relationship that really emphasized on its origin and other important issues such as its context, theories, antecedents and consequence pertaining to its formation and development. Given this limitation, and the variety of issues pertaining to customer brand relationship quality and its antecedents and consequences that have yet to be fully addressed, there is therefore, a need for further works in this field of study. This book is written with a two-pronged objective in mind: first to enhance the reader’s understanding and appreciation of customer brand relationship quality and the factors that influence its formation: second, to examine the influence of customer brand relationship quality on brand resonance. The examination of these two aspects are done in the context of services particularly the services of public universities in Malaysia. More importantly, this book initiates an attempt to provide useful insights on customer brand relationship and its origin, context, theories, process model, antecedents and consequences, as well as its practical applications. Toward this end, this book is organized as follows. Chapter one of the book helps to clarify the concept of customer brand relationship by describing its origin, historical development, and presenting some discussions on the emergence of customer brand relationship concept in the service domain, its description and criticisms. Following this, Chapter two focuses on the underpinning theory and process model of customer brand relationship as well as brand resonance as the consequence of customer brand relationship. In this chapter, it specifically examines the antecedent-mediator-consequence of customer brand relationship. The factors influencing the formation of customer brand relationship such as customer value and the various types of customer value are also discussed. Together, chapter three through five examines customer brand relationship process which looks into the antecedent-consequence linkage. Chapter three in particular, examines the relationships between Utility, Hedonic and Relational Values and Customer Brand Relationship as well as between Customer Brand Relationship Quality and Brand Resonance. Chapter four analyses the mediating role of Customer Brand Relationship Quality in relation to predicting the relationship between Customer Value and Brand Resonance. And finally, chapter five discusses the conclusion which focuses on the implications of the study to the university in particular

Brand Equity, Customer Satisfaction & Loyalty: Malaysian Banking Sector

Services cannot be seen, felt, tasted or touched in the same manner in which goods can be sensed. Therefore, the key to success in services marketing is to ‘tangibilizing the intangible’ by using an extrinsic cue like a brand. Moreover, brands that are high in brand equity are organization powerful assets. They can lead to customer satisfaction and customer loyalty. This study is to explore customer perceptions on brand equity dimensions among consumers of bank services in Malaysia. The results show brand meaning is an important factor to create brand equity that will lead to customer satisfaction and loyalty

The impact of relational value towards customer brand relationship stickiness in the context of Malaysia Public higher education service

This study attempts to investigate the effects of customer value specifically the relational value towards customer brand relationship stickiness in Malaysian public higher education service. Investigating relational value is crucial because it has transpired as one of the basic operant resources of customer value in the service co-creation and contributed in the success of customer brand relationship. Using proportionate stratified random sampling, questionnaires were distributed to 701 postgraduate students studying in the Business and Social Science fields in the Malaysian public universities. The reliability of all the constructs tested produced satisfactory coefficients. Multiple regression and Partial Least Square (PLS) bootstrapping procedures were conducted. The findings support the Social Exchange Theory and previous body of research that indicate positive and significant relationships between customer value such as utility value, hedonic value and relational value including customer brand relationship stickiness pertinent to brand relationship quality and brand resonance. In addition, customer relationship stickiness with the service brand is largely dependent on the motivation of exchanging relational values compared to other customer value dimensions such as utility value and hedonic value. This indicates that relational values such as trust, bonding, empathy and mutual dependence are the key elements in the branding process of the service organisation. For this reason, the success of a service can only be achieved through a strong relationship between customers and the brand of the service. Therefore, this paper offers evidence of the association concerning relationship perspective in the social exchange theory. The contribution of this study is an effort to expand customer brand relationship knowledge particularly in the service domain

Antecedents of brand hate in the fast food industry = Antecedentes del odio a la marca en la industria de comida rápida

Purpose – The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study. Design/methodology/approach – This study used primary data from 250 fast food brand consumers in\ud Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of brand hate. Findings – Results indicate that brand hate is instigated by five antecedents, which are negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with rumor being the biggest instigator. Originality/value – Antecedents of brand hate are assessed theoretically and empirically in this study which helps in understanding the true form of brand hate. More specifically, poor relationship quality and rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hat

Autonomous Orientation Behaviors Influence Towards Ex-Juvenile Entrepreneurs Delinquent Behavioral Change in Katsina State, Nigeria: A Conceptual Paper

Recent Entrepreneurship orientation autonomous dimension discussion revealed the important and the positive influence of autonomous orientation as one of the Entrepreneurial orientations (EO) towards organizational performance and profitability. However, discussion of autonomous orientation in the context of individual such as entrepreneurs behavioral change impact still silent, especially in the context of ex-juvenile entrepreneur that can give an insight to the Entrepreneurship body of knowledge. Therefore, the objective of this conceptual paper is to understand the influence of autonomous orientation behaviors as one of the individual entrepreneurial orientation (IEO) towards delinquent behavioral change of ex-juvenile entrepreneurs. The conceptual paper proposed the framework that ex- juvenile entrepreneurs could be autonomous and more importantly autonomous orientation might have a positive influence towards ex-juvenile entrepreneurs’ delinquent behavioral change. Subsequently relating development of this concept, the conceptual review demonstrates the importance of the autonomous orientation as an effective deliberate orientation for ex-juvenile entrepreneurs once they reconsider their delinquent behavior with entrepreneurial autonomous activities. Assuming autonomous orientation looks to replicate a desired reconciliation amongst delinquent behaviors and entrepreneurial autonomous orientation as an alternative to delinquency. Lastly, the conceptual paper concludes with suggesting some inferences for future research to dig out the study theoretically, conceptually and empirically of the individual EO autonomous orientation behaviors among delinquent populace (ex- juvenile entrepreneurs) context. This conceptual paper provides a fresh knowledge about the IEO autonomous orientation potentiality in the entrepreneurs’ self-development and an insight to the entrepreneurship framework

Antecedents of Halal Brand Equity : A Study of Halal Food Sector of Malaysia

Purpose - Islamic marketing is an emerging field with a lot of potentials, so it is worthwhile to explore it. This study aims to conduct research on the unexplored relationship of antecedents of the equity, image, and consumers’ trust and satisfaction of halal brands. Design/methodology/approach - A structured questionnaire was designed to conduct research to analyze the halal brand equity and its antecedents. Data were collected from 250 halal consumers of Kota Samarahan and Kuching, Malaysia through a self-administered questionnaire using a convenience sampling method. Findings -The study finds a positive relationship of three antecedents of brand equity which confirms a strong relationship between the image and satisfaction of halal brand equity. The results further showed that halal brand image is linked with halal brand trust but the relationship between halal brand trust and its equity could not be proved. Originality - Islamic marketing has received great attention of researchers, academicians, and practitioners which has rather been unexplored earlier particularly the relationships among antecedents of the equity, image, and consumers’ trust and satisfaction of halal brands. Research Limitations -This has been a cross-sectional study that was limited to Malaysia, a Muslim majority country. Researchers can conduct a longitudinal study and can conduct it in non-Muslim societies to comprehend their diversity and wider impact. Additionally, this study was limited to halal food brands in Malaysia

Factors Affecting Brand Relationship Quality of Halal Food and The Mediating Role of Halal Literacy

Purpose: Brand relationship is anemerging phenomenon and companies are giving it a lot of importance. Islamic marketing is gaining grounds everywhere in the world and capturing a lot of attention in the countries where Muslims are in majority and even in minority. Present research aims to evaluate factors like brand experience, religiosity, price and role of halal literacy as a mediator to the brand relationship quality of halal food brands. Methodology: Survey research method has been conducted in Kuching and Kota Samarahan cities of Sarawak State, Malaysia. 270 respondents took part in this research. The partial least square method (PLS-SEM) has been used for data analysis. Findings: The findings of the research suggest that experiential value, price, and religiosity have effect on brand relationship quality of halal food brands. The role of halal literacy as a mediator has been found significant in respect of experiential value and religiosity, while it remained unchanged in determining the price. Research Limitation: The research has been conducted by applying cross sectional data method. The study is limited to the state of Sarawak, Malaysia and it concerns only the food products. Practical Implication: The findings of this research can be considered as a help by brand managers in formulating their marketing and business strategy. Originality/Value: This research endeavoured to explore the importance of religiosity in customerbrand relationship of halal food brands. Moreover, the concept of the mediation role of price transparency has been investigated for the first time. It indicates that this area has never been explored before in research

What constitutes student–university brand relationship? Malaysian students’ perspective

The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student–university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student–university brand relationship formation that comprises of utility (UV), hedonic (HV) and relational values (RV) as the antecedents, brand relationship quality (BRQ), as the mediator, and brand resonance (BR) as the consequence of CBR. With a set of usable data from 701 samples of Malaysian postgraduate students, the structural equation modelling (PLS) was utilized. The results reveal the mediating effect of BRQ in the relationships between customer values (UV, HV and RV) and BR. Therefore, considering student’s psychological ties as the focus in brand relationship strategy can help the university to understand how to create a greater bonding and favourable university’s brand relationship response