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

What Drives Brand Equity? The Perspective of Malaysian Consumers

Considering the importance of brand equity in brand management and the role played by brand equity in the success of the firm, this study examines the factors that influence the formation of brand equity particularly the equity of brands of household electrical appliances namely televisions, refrigerators and air-conditioners. In the conceptual model of brand equity, the dimensions of brand awareness, brand loyalty, perceived quality, and brand associations are postulated to affect the formation of brand equity. On the basis of an analysis of a survey data of 501 respondents taken from consumers of household electrical appliances in the state of Selangor and the Federal Territory of Kuala Lumpur; this study found that the dimensions of brand equity comprised of three elements, namely, brand distinctiveness, brand loyalty, and brand awareness/associations. These three elements were found to have positive and significant influences on the formation of brand equity of electrical goods

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

Determinants of Brand Equity of Services: A Verification Approach in the Banking Industry in Malaysia

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service.  The conceptual framework of this study is based on customer-based brand equity  called the Brand Resonance model which comprises of six building blocks namely brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on all items measuring the  six constructs and the results produced only five factors i.e brand salience, brand performance, brand judgments, brand feelings and brand resonance as the determinants of brand equity of services.  Reliability test on all these factors produced satisfactory reliability coefficients.Correlation analysis was also conducted on the study variables and the results indicate that there are strong, positive and significant relationships between brand performance and brand judgment, and between brand performance and brand feelings.  Strong, positive and significant relationships are also found  between brand performance and brand resonance,  between brand judgment and brand resonance as well as  between brand feelings and brand resonance. Keywords: brand equity of services, consumers’ perception of a banking service, brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonanc

What Drives Brand Equity? The Perspective of Malaysian Consumers

Considering the importance of brand equity in brand management and the role played by brand equity in the success of the firm, this study examines the factors that influence the formation of brand equity particularly the equity of brands of household electrical appliances namely televisions, refrigerators and air-conditioners. In the conceptual model of brand equity, the dimensions of brand awareness, brand loyalty, perceived quality, and brand associations are postulated to affect the formation of brand equity. On the basis of an analysis of a survey data of 501 respondents taken from consumers of household electrical appliances in the state of Selangor and the Federal Territory of Kuala Lumpur; this study found that the dimensions of brand equity comprised of three elements, namely, brand distinctiveness, brand loyalty, and brand awareness/associations. These three elements were found to have positive and significant influences on the formation of brand equity of electrical goods.

DETERMINANTS OF BRAND EQUITY OF SERVICES: A Verification Approach in the Banking Industry in Malaysia

This study attempts to verify the determinants of brand equity of services based on consumers’ perception of a banking service. The conceptual framework of this study is based on customer-based brand equity called the Brand Resonance model which comprises of six building blocks namely brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance. Factor analyses were conducted on all items measuring the six constructs and the results produced only five factors i.e brand salience, brand performance, brand judgments, brand feelings and brand resonance as the determinants of brand equity of services. Reliability test on all these factors produced satisfactory reliability coefficients. Correlation analysis was also conducted on the study variables and the results indicate that there are strong, positive and significant relationships between brand performance and brand judgment, and between brand performance and brand feelings. Strong, positive and significant relationships are also found between brand performance and brand resonance, between brand judgment and brand resonance as well as between brand feelings and brand resonance

Exploring the mediating effect of brand relationship quality in the service brand equity and brand resonance linkage

This study attempts to explore the mediating role of brand relationship quality in predicting the effects of service brand equity towards brand resonance in Malaysia's mobile communication service. The reliability test on all these constructs produce satisfactory reliability coefficients. Correlation analysis is conducted and the results indicate that there are positive and significant relationships among the constructs. Then, Sobel s' test is used to investigate the occurrence of mediation in the study. The result shows service brand equity and brand resonance is significantly related through the mediating effect ofbrand relationship quality. This is in line with the assumption of social exchange theory that anticipates the central discipline of human behaviour is about the quality of the relationship that emerges in the exchange process. Therefore, it is hoped that the findings and discussion will contribute to the theory of consumer behavior, branding and relationship marketing, as well as to offer insightful knowledge for practical consideration

The importance of country-of-origin information and perceived product quality in Uzbekistan

There has been a proliferation of studies on product perceptions based on the country of origin. Most of these studies were conducted in western or developed countries. Studies in the less developed nations are still scarce, especially research conducted in the former Soviet Union. With the disintegration of the Soviet Union, the former Soviet republics offer vast new market opportunities for businesses. However, successful marketing can only be achieved through knowledge about the market, including perceptions of imported products. Aims to contribute to the limited knowledge about market expectations in the former Soviet republics, specifically Uzbekistan. Gathers information on country-of-origin perspectives with regard to product perceptions and importance of product origin information. Based on data collected through personal interviews in Tashkent, the capital city of Uzbekistan