Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context
Main Article Content
Abstract
The study assesses the influence of brand awareness, perceived quality, and brand association on e-brand loyalty of consumers in online retailing service (e-tailing service) in Vietnam context. Exploratory factor analysis (EFA) was conducted to identify dimensions of customerbased brand equity and its construct. Three hypotheses were posited to empirically test with sampled data of 125 consumers. The result of regression analysis shows that all of variables, which are brand awareness, perceived brand quality, and brand association, positively impact on e-brand loyalty. Brand association has the most influential impact on the customers when appraising the online shopping. This study contributes to enrich the brand management literature. The study’s findings are suggestive to managers of e-tailing services.
Article Details
Keywords
Customer-based brand equity, E-tailing service
References
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Aaker, D.A. (1992), “The value of brand equity”, Journal of Business Strategy, Vol. 13 No. 4, pp. 27-32.
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Aaker, D.A. (1996), Measuring brand equity across products and markets, New York: Free Press.
Anderson, R.E. and Srinivasan, S.S. (2003), “E-satisfaction and e-loyalty: a contingency framework”, Psychology and Marketing, Vol. 20 No. 2, pp. 123–138.
Asif, M., Abbas, K., Kashif, M., Hussain, S. and Hussain, I. (2015), “Impact of brand awareness and loyalty on brand equity”, Journal of Marketing and Consumer Research, Vol. 12, pp. 67-72.
Atilgan, E., Aksoy, Ş. and Akinci, S. (2005), “Determinants of the brand equity: a verification approach in the beverage industry in Turkey”, Marketing intelligence and planning, Vol. 23 No. 3, pp. 237-248.
Azadi, A., Esfahani, D.N. and Mohammadpoori, M. (2015), “Relationship between brand association and brand loyalty in the fans of private clubs in Iran”, Biomedical and Pharmacology Journal, Vol. 8 No. 2, pp. 10-25.
Beneke, J. and Zimmerman, N. (2014), “Beyond private label panache: the effect of store image and perceived price on brand prestige”, Journal of Consumer Marketing, Vol. 31 No. 4, pp. 301-311.
Biel, A.L. (1997), “Discovering brand magic: the hardness of the softer side of branding”, International Journal of Advertising, Vol. 16 No. 3, pp. 199-210.
Buil, I., Martinez, E. and de Chernatony, L. (2013), “The influence of brand equity on consumer responses”, Journal of Consumer Marketing, Vol. 30 No. 1, pp. 62-74.
Cyr, D. (2008), “Modeling web site design across cultures: relationships to trust, satisfaction, and e-loyalty”, Journal of Management Information Systems, Vol. 24 No. 4, pp. 47-72.
Chahal, H. and Bala, M. (2010), “Confirmatory study on brand equity and brand loyalty: a special look at the impact of attitudinal and behavioural loyalty”, Journal of Business Perspective, Vol. 14 No 1-2, pp. 1-12.
Chen, A.C.H. (2001), “Using free association to examine the eelationship between the characteristics of brand association and brand equity”, Journal of Product and Brand Management, Vol. 10 No. 7, pp. 439-457.
Christodoulides, G., De Chernatony, L., Furrer, O., Shiu, E. and Abimbola, T. (2006), “Conceptualising and measuring the equity of online brands”, Journal of Marketing Management, Vol. 22 No. 7-8, pp. 799-825.
Dennison, G., Bourdage-Braun, S. and Chetuparambil, M. (2009), “Social commerce defined”, White Paper, pp. 23-47.
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Eren-Erdogmus, I., Cobanoglu, E. and Budeyri-Turan, I. (2015), “Exploring dimensions of brand personality for generation Y in the apparel market: the case of Turkey”, Journal of Global Fashion Marketing, Vol. 6 No. 2, pp. 150-161.
Feldwick, P. (1996), “What is brand equity anyway, and how do you measure it?”, Journal of the Market Research Society, Vol. 38 No. 2, pp. 85-104.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R. (2010), Multivariate data analysis, 7th ed., New Jersey: Pearson Prentice Hall.
Hamzah, Z.L., Alwi, S.F.S. and Othman, M.N. (2014), “Designing corporate brand experience in an online context: A qualitative insight”, Journal of Business Research, Vol. 67 No. 11, pp. 2299-2310.
Holland, J. and Baker, S.M. (2001), “Customer participation in creating site brand loyalty”, Journal of Interactive Marketing, Vol. 15 No. 4, pp. 34-45.
Hsu, C.H.C., Oh, H. and Assaf, A.G. (2012), “A customer-based brand equity model for upscale hotels”, Journal of Travel Research, Vol. 51 No. 1, pp. 81-93.
Hung, S.Y., Liang, T.P. and Chang, C.M. (2005), “A meta-analysis of empirical research using TAM”, Journal of Information Management, Vol. 12 No. 4, pp. 211-234.
Iglesias, O., Singh, J.J. and Batista-Foguet, J.M. (2011), “The role of brand experience and affective commitment in determining brand loyalty”, Journal of Brand Management, Vol. 18 No. 8, pp. 570-582.
Ishida, C. and Taylor, S.A. (2012), “Retailer brand experience, brand experience congruence, and consumer satisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 25, pp. 63-79.
Jing, Z., Pitsaphol, C. and Shabbir, R. (2014), “The Influence of brand awareness, brand image and perceived quality on brand loyalty: a case study of Oppo brand in Thailand”, Interdisciplinary Journal of Contemporary Research in Business, Vol. 5 No. 12, pp. 10-21.
Keller, K.L. (2001), “Building consumer-based brand equity”, Marketing management, Vol. 10, pp. 15–19.
Keller, K.L. (2003), Strategic brand management, 2nd ed, Upper Saddle River, NJ: Prentice Hall.
Keller, K.L. (2013), Strategic brand management: Building measuring, and managing brand equity, 4th ed., England: Pearson Education Ltd.
Keller, K.L. (1993), “Conceptualizing measuring and managing consumer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1–22.
Kennedy, A. and Coughlan, J. (2006), “Online shopping portals: an option for traditional retailers?”, International Journal of Retail and Distribution Management, Vol. 34 No. 7, pp. 516-528.
Koufaris, M. (2002), “Applying the technology acceptance model and flow theory to online consumer behavior”, Information Systems Research, Vol. 13 No. 2, pp. 205-224.
Khan, M.N., Zain-ul-Aabdean, M.S., Nadeem, B. and Rizwan, M. (2016), “The impact of product and service quality on brand loyalty: evidence from quick service restaurants”, American Journal of Marketing Research, Vol. 2 No. 3, pp. 84-94.
Khan, I. and Rahman, Z. (2016), “E-tail brand experience’s influence on e-brand trust and e-brand loyalty: the moderating role of gender”, International Journal of Retail and Distribution Management, Vol. 44 No. 6, pp. 588-606.
Kim, P. (1990), “A perspective on brands”, Journal of Consumer Marketing, Vol. 7 No. 4, pp. 63-67.
Kim, Y. and Srivastava, J. (2007), “Impact of social influence in e-commerce decision making”, In Proceedings of the ninth international conference on Electronic commerce, Vol. 1, pp. 293-302.
Lee, S.A. and Jeong, M. (2014), “Enhancing online brand experiences: an application of congruity theory”, International Journal of Hospitality Management, No. 40, pp. 4958.
Lee, G.C. and Leh, F.C.Y. (2011), “Dimensions of customer-based brand equity: a study on Malaysian brands”, Journal of Marketing Research and Case Studies, Vol. 2011 No. 10, pp. 1-10.
Liang, T.P., Ho, Y.T., Li, Y.W. and Turban, E. (2011), “What drives social commerce: the role of social support and relationship quality”, International journal of electronic commerce, Vol. 16 No. 2, pp. 69-90.
Lin, Y.H. (2015), “Innovative brand experience’s influence on brand equity and brand satisfaction”, Journal of Business Research, Vol. 68 No. 11, pp. 2254-2259.
Lin, Z. and Bennett, D. (2014), “Examining retail customer experience and the moderation effect of loyalty programmes”, International Journal of Retail and Distribution Management, Vol. 42 No. 10, pp. 929-947.
Lin, G.T. and Sun, C.C. (2009), “Factors influencing satisfaction and loyalty in online shopping: an integrated model”, Online information review, Vol. 33 No. 3, pp. 458475.
Liyin, J.I.N. (2009), “Dimensions and determinants of website brand equity: from the perspective of website contents”, Frontiers of Business Research in China, Vol. 3 No. 4, pp. 514-542.
Ltifi, M. and Gharbi, J.E. (2012), “E-satisfaction and e-loyalty of consumers shopping online”, The Journal of Internet Banking and Commerce, Vol. 17 No. 1, pp. 1-20.
Morgan-Thomas, A. and Veloutsou, C. (2013), “Beyond technology acceptance: brand relationships and online brand experience”, Journal of Business Research, Vol. 66 No. 1, pp. 21-27.
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Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D.,… and Wirth, F. (2004), “Developing and validating measures of facets of customer-based brand equity”, Journal of Business Research, Vol. 57 No. 2, pp. 209-224.
Oliver, R.L. (1997), Satisfaction: a behavior perspective on the consumer, New York: McGraw-Hill.
Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. 63 No. 4, pp. 33-44.
Page, C. and Lepkowska-White, E. (2002), “Web equity: a framework for building consumer value in online companies”, Journal of Consumer Marketing, Vol. 19 No. 3, pp. 231248.
Pike, S. and Bianchi, C. (2016), “Destination brand equity for Australia: testing a model of CBBE in short – haul and long-haul markets”, Journal of Hospitality and Tourism Research, Vol. 40 No.1, pp. 114-134.
Pike, S. (2010), “Destination branding case study: tracking brand equity for an emerging destination between 2003 and 2007”, Journal of Hospitality and Research, Vol. 34 No. 1, pp. 124-139.
Reich, A.Z., McCleary, K.W., Tepanon, Y. and Weaver, P.A. (2006), “The impact of product and service quality on brand loyalty: an exploratory investigation of quick-service restaurants”, Journal of Foodservice Business Research, Vol. 8 No. 3, pp. 35-53.
Reisenwitz, T.H. and Gupta, S. (2011), “Assessing the effectiveness of a product warranty in a health-care setting”, Journal of Medical Marketing, Vol. 11 No. 2, pp. 109-118.
Rosa E.R. and Hernan E.R. (2008), “Brand equity for online companies”, Marketing Intelligence and Planning, Vol. 26 No. 7, pp. 719 - 742.
Tong, X. and Hawley, J.M. (2009), “Measuring customer-based brand equity: empirical evidence from the sportswear market in China”, Journal of Product and Brand Management, Vol. 18 No. 4, pp. 262-271.
Washburn, J.H. and Plank, R.E. (2002), “Measuring brand equity: an evaluation of a consumerbased brand equity scale”, Journal of Marketing Theory and Practice, Vol. 10 No. 1, pp. 46-62.
Williams, B., Onsman, A. and Brown, T. (2010), “Exploratory factor analysis: a five-step guide for novices”, Australasian Journal of Paramedicine, Vol. 8 No. 3, pp. 1-15.
Yoo, B., Donthu, N. and Lee, S. (2000), “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195 - 211.
Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumerbased brand equity scale”, Journal of Business Research, Vol. 52 No. 1 pp. 1–14.
Yousaf, U., Zulfiqar, R., Altaf, M. and Aslam, M. (2012), “Studying brand loyalty in the cosmetics industry”, , Vol. 8 No. 4, pp. 327-337.
Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol. 60 No. 2, pp. 31–46.
Zeithaml, V.A (1988), “Consumer perception of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
Aaker, D.A. (1992), “The value of brand equity”, Journal of Business Strategy, Vol. 13 No. 4, pp. 27-32.
Aaker, D.A. (1991), Managing brand equity, New York: Free Press.
Aaker, D.A. (1996), Measuring brand equity across products and markets, New York: Free Press.
Anderson, R.E. and Srinivasan, S.S. (2003), “E-satisfaction and e-loyalty: a contingency framework”, Psychology and Marketing, Vol. 20 No. 2, pp. 123–138.
Asif, M., Abbas, K., Kashif, M., Hussain, S. and Hussain, I. (2015), “Impact of brand awareness and loyalty on brand equity”, Journal of Marketing and Consumer Research, Vol. 12, pp. 67-72.
Atilgan, E., Aksoy, Ş. and Akinci, S. (2005), “Determinants of the brand equity: a verification approach in the beverage industry in Turkey”, Marketing intelligence and planning, Vol. 23 No. 3, pp. 237-248.
Azadi, A., Esfahani, D.N. and Mohammadpoori, M. (2015), “Relationship between brand association and brand loyalty in the fans of private clubs in Iran”, Biomedical and Pharmacology Journal, Vol. 8 No. 2, pp. 10-25.
Beneke, J. and Zimmerman, N. (2014), “Beyond private label panache: the effect of store image and perceived price on brand prestige”, Journal of Consumer Marketing, Vol. 31 No. 4, pp. 301-311.
Biel, A.L. (1997), “Discovering brand magic: the hardness of the softer side of branding”, International Journal of Advertising, Vol. 16 No. 3, pp. 199-210.
Buil, I., Martinez, E. and de Chernatony, L. (2013), “The influence of brand equity on consumer responses”, Journal of Consumer Marketing, Vol. 30 No. 1, pp. 62-74.
Cyr, D. (2008), “Modeling web site design across cultures: relationships to trust, satisfaction, and e-loyalty”, Journal of Management Information Systems, Vol. 24 No. 4, pp. 47-72.
Chahal, H. and Bala, M. (2010), “Confirmatory study on brand equity and brand loyalty: a special look at the impact of attitudinal and behavioural loyalty”, Journal of Business Perspective, Vol. 14 No 1-2, pp. 1-12.
Chen, A.C.H. (2001), “Using free association to examine the eelationship between the characteristics of brand association and brand equity”, Journal of Product and Brand Management, Vol. 10 No. 7, pp. 439-457.
Christodoulides, G., De Chernatony, L., Furrer, O., Shiu, E. and Abimbola, T. (2006), “Conceptualising and measuring the equity of online brands”, Journal of Marketing Management, Vol. 22 No. 7-8, pp. 799-825.
Dennison, G., Bourdage-Braun, S. and Chetuparambil, M. (2009), “Social commerce defined”, White Paper, pp. 23-47.
EBVN (2018), E-commerce industry in Vietnam report, available at: https://www.ccifv.org/ actualites/n/news/e-commerce-industry-in-vietnam-report-evbn.html (accessed May 18, 2019).
Eren-Erdogmus, I., Cobanoglu, E. and Budeyri-Turan, I. (2015), “Exploring dimensions of brand personality for generation Y in the apparel market: the case of Turkey”, Journal of Global Fashion Marketing, Vol. 6 No. 2, pp. 150-161.
Feldwick, P. (1996), “What is brand equity anyway, and how do you measure it?”, Journal of the Market Research Society, Vol. 38 No. 2, pp. 85-104.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R. (2010), Multivariate data analysis, 7th ed., New Jersey: Pearson Prentice Hall.
Hamzah, Z.L., Alwi, S.F.S. and Othman, M.N. (2014), “Designing corporate brand experience in an online context: A qualitative insight”, Journal of Business Research, Vol. 67 No. 11, pp. 2299-2310.
Holland, J. and Baker, S.M. (2001), “Customer participation in creating site brand loyalty”, Journal of Interactive Marketing, Vol. 15 No. 4, pp. 34-45.
Hsu, C.H.C., Oh, H. and Assaf, A.G. (2012), “A customer-based brand equity model for upscale hotels”, Journal of Travel Research, Vol. 51 No. 1, pp. 81-93.
Hung, S.Y., Liang, T.P. and Chang, C.M. (2005), “A meta-analysis of empirical research using TAM”, Journal of Information Management, Vol. 12 No. 4, pp. 211-234.
Iglesias, O., Singh, J.J. and Batista-Foguet, J.M. (2011), “The role of brand experience and affective commitment in determining brand loyalty”, Journal of Brand Management, Vol. 18 No. 8, pp. 570-582.
Ishida, C. and Taylor, S.A. (2012), “Retailer brand experience, brand experience congruence, and consumer satisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 25, pp. 63-79.
Jing, Z., Pitsaphol, C. and Shabbir, R. (2014), “The Influence of brand awareness, brand image and perceived quality on brand loyalty: a case study of Oppo brand in Thailand”, Interdisciplinary Journal of Contemporary Research in Business, Vol. 5 No. 12, pp. 10-21.
Keller, K.L. (2001), “Building consumer-based brand equity”, Marketing management, Vol. 10, pp. 15–19.
Keller, K.L. (2003), Strategic brand management, 2nd ed, Upper Saddle River, NJ: Prentice Hall.
Keller, K.L. (2013), Strategic brand management: Building measuring, and managing brand equity, 4th ed., England: Pearson Education Ltd.
Keller, K.L. (1993), “Conceptualizing measuring and managing consumer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1–22.
Kennedy, A. and Coughlan, J. (2006), “Online shopping portals: an option for traditional retailers?”, International Journal of Retail and Distribution Management, Vol. 34 No. 7, pp. 516-528.
Koufaris, M. (2002), “Applying the technology acceptance model and flow theory to online consumer behavior”, Information Systems Research, Vol. 13 No. 2, pp. 205-224.
Khan, M.N., Zain-ul-Aabdean, M.S., Nadeem, B. and Rizwan, M. (2016), “The impact of product and service quality on brand loyalty: evidence from quick service restaurants”, American Journal of Marketing Research, Vol. 2 No. 3, pp. 84-94.
Khan, I. and Rahman, Z. (2016), “E-tail brand experience’s influence on e-brand trust and e-brand loyalty: the moderating role of gender”, International Journal of Retail and Distribution Management, Vol. 44 No. 6, pp. 588-606.
Kim, P. (1990), “A perspective on brands”, Journal of Consumer Marketing, Vol. 7 No. 4, pp. 63-67.
Kim, Y. and Srivastava, J. (2007), “Impact of social influence in e-commerce decision making”, In Proceedings of the ninth international conference on Electronic commerce, Vol. 1, pp. 293-302.
Lee, S.A. and Jeong, M. (2014), “Enhancing online brand experiences: an application of congruity theory”, International Journal of Hospitality Management, No. 40, pp. 4958.
Lee, G.C. and Leh, F.C.Y. (2011), “Dimensions of customer-based brand equity: a study on Malaysian brands”, Journal of Marketing Research and Case Studies, Vol. 2011 No. 10, pp. 1-10.
Liang, T.P., Ho, Y.T., Li, Y.W. and Turban, E. (2011), “What drives social commerce: the role of social support and relationship quality”, International journal of electronic commerce, Vol. 16 No. 2, pp. 69-90.
Lin, Y.H. (2015), “Innovative brand experience’s influence on brand equity and brand satisfaction”, Journal of Business Research, Vol. 68 No. 11, pp. 2254-2259.
Lin, Z. and Bennett, D. (2014), “Examining retail customer experience and the moderation effect of loyalty programmes”, International Journal of Retail and Distribution Management, Vol. 42 No. 10, pp. 929-947.
Lin, G.T. and Sun, C.C. (2009), “Factors influencing satisfaction and loyalty in online shopping: an integrated model”, Online information review, Vol. 33 No. 3, pp. 458475.
Liyin, J.I.N. (2009), “Dimensions and determinants of website brand equity: from the perspective of website contents”, Frontiers of Business Research in China, Vol. 3 No. 4, pp. 514-542.
Ltifi, M. and Gharbi, J.E. (2012), “E-satisfaction and e-loyalty of consumers shopping online”, The Journal of Internet Banking and Commerce, Vol. 17 No. 1, pp. 1-20.
Morgan-Thomas, A. and Veloutsou, C. (2013), “Beyond technology acceptance: brand relationships and online brand experience”, Journal of Business Research, Vol. 66 No. 1, pp. 21-27.
Ndukwe, G.I. (2011), The Effect of Product Quality on Brand Loyalty, Study of MTN, available at: https://www.academia.edu/1766154/The_Effect_of_Product_Quality_on_Brand_ Loyalty._A Study_of_ MTN (accessed May 20, 2019).
Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D.,… and Wirth, F. (2004), “Developing and validating measures of facets of customer-based brand equity”, Journal of Business Research, Vol. 57 No. 2, pp. 209-224.
Oliver, R.L. (1997), Satisfaction: a behavior perspective on the consumer, New York: McGraw-Hill.
Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. 63 No. 4, pp. 33-44.
Page, C. and Lepkowska-White, E. (2002), “Web equity: a framework for building consumer value in online companies”, Journal of Consumer Marketing, Vol. 19 No. 3, pp. 231248.
Pike, S. and Bianchi, C. (2016), “Destination brand equity for Australia: testing a model of CBBE in short – haul and long-haul markets”, Journal of Hospitality and Tourism Research, Vol. 40 No.1, pp. 114-134.
Pike, S. (2010), “Destination branding case study: tracking brand equity for an emerging destination between 2003 and 2007”, Journal of Hospitality and Research, Vol. 34 No. 1, pp. 124-139.
Reich, A.Z., McCleary, K.W., Tepanon, Y. and Weaver, P.A. (2006), “The impact of product and service quality on brand loyalty: an exploratory investigation of quick-service restaurants”, Journal of Foodservice Business Research, Vol. 8 No. 3, pp. 35-53.
Reisenwitz, T.H. and Gupta, S. (2011), “Assessing the effectiveness of a product warranty in a health-care setting”, Journal of Medical Marketing, Vol. 11 No. 2, pp. 109-118.
Rosa E.R. and Hernan E.R. (2008), “Brand equity for online companies”, Marketing Intelligence and Planning, Vol. 26 No. 7, pp. 719 - 742.
Tong, X. and Hawley, J.M. (2009), “Measuring customer-based brand equity: empirical evidence from the sportswear market in China”, Journal of Product and Brand Management, Vol. 18 No. 4, pp. 262-271.
Washburn, J.H. and Plank, R.E. (2002), “Measuring brand equity: an evaluation of a consumerbased brand equity scale”, Journal of Marketing Theory and Practice, Vol. 10 No. 1, pp. 46-62.
Williams, B., Onsman, A. and Brown, T. (2010), “Exploratory factor analysis: a five-step guide for novices”, Australasian Journal of Paramedicine, Vol. 8 No. 3, pp. 1-15.
Yoo, B., Donthu, N. and Lee, S. (2000), “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195 - 211.
Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumerbased brand equity scale”, Journal of Business Research, Vol. 52 No. 1 pp. 1–14.
Yousaf, U., Zulfiqar, R., Altaf, M. and Aslam, M. (2012), “Studying brand loyalty in the cosmetics industry”, , Vol. 8 No. 4, pp. 327-337.
Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol. 60 No. 2, pp. 31–46.
Zeithaml, V.A (1988), “Consumer perception of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.