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18/11/2020
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Nguyen, T. T. H. (2021). The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam. Journal of International Economics and Management, 20(3), 60-74. https://doi.org/10.38203/jiem.020.3.0016
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The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam
Main Article Content
Abstract
This paper analyses the effect of brand image, perceived quality, perceived uniqueness on loyalty of customers in the mobile telecom industry. The data for this study were gathered through face-to-face questionnaires that were distributed to target participants, who reported their consumption experience with mobile telecom services. The survey was conducted in Hanoi and Ho Chi Minh city with the sampling of 453 respondents. We used the Structured Equation Model to evaluate the suitability of the framework and examine the hypotheses. The results reveal that brand equity impacts directly customer satisfaction and has indirect effect on loyalty via customer satisfaction.
Article Details
Keywords
Brand image, Perceived quality, Brand experience, Brand association, Brand loyalty
References
Aaker, D.A. and Jacobson, R. (1994), "The financial information content of perceived quality", Journal of Marketing Research, Vol. 31 No. 2, pp. 191 - 201.
Aaker, D. (1991), Managing brand equity, New York, NY: Free Press.
Aaker, D.A. (1996), "Measuring brand equity across products and markets", California Management Review, Vol. 38 No. 3, pp. 102 - 120.
Ahmad, Z. and Hashim, R. (2010), "Customer’s brand equity and customer loyalty: a study on hotel’s conference market", World Applied Sciences Journal, Vol. 10 No. 10, pp. 115 - 120.
Anderson, E.W. and Sullivan, M.W. (1993), "The antecedents and consequences of customer satisfaction for firms", Marketing Science, Vol. 12 No. 2, pp. 125 - 143. Bernués, A., Olaizola, A. and Corcoran, K. (2003), "Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation", Food Quality & Preference, Vol. 14 No. 4, pp. 265 - 276.
Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2009), "Brand experience: what is it? How is it measured? Does it affect loyalty?", Journal of Marketing, Vol. 73 No. 3, pp. 52 - 68.
Brodie, R.J., Whittome, J.R. and Brush, G.J. (2009), "Investigating the service brand:
a customer value perspective", Journal of Business Research, Vol. 62 No. 3, pp. 345 - 355.
Chow, H.W., Ling, G.J., Yen, I.Y. and Hwang, K.P. (2017), "Building brand equity through industrial tourism", Asia Pacific Management Review, Vol. 22 No. 2, pp. 70 - 79.
Cronin, J.J., Brady, M.K. and Hult, G.T.M. (2000), "Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environment", Journal of Retailing, Vol. 76 No. 2, pp. 193 - 218.
Dobni, D. and Zinkhan, G.M. (1990), "In search of brand image: a foundation analysis", Advances in Consumer Research, Vol. 17 No. 1, pp. 110 - 119.
Dong, S., Ding, M., Grewal, R. and Zhao, P. (2011), "Functional forms of the satisfaction-loyalty relationship", International Journal of Research in Marketing, Vol. 28 No. 1, pp. 38 - 50.
Dodd, D. and Favaro, K. (2006), "Managing the right tension", Harvard Business Review, Vol. 84 No. 12, pp. 62 - 74.
Ekinci, Y., Dawes, P.L. and Massey, G.R. (2008), "An extended model of the antecedents and consequences of consumer satisfaction for hospitality services", European Journal of Marketing, Vol. 42 No. 1/2, pp. 35 - 68.
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.
Forgacs, G. (2003), "Brand asset equilibrium in telecommunication management", International Journal of Contemporary Hospitality Managemen, Vol. 15 No. 6, pp. 340 - 342.
Gera, R. (2011), "Investigating the link between service quality, value, satisfaction and behavioural intentions in a public sector bank in India", International Journal of Services, Economics & Management, Vol. 3 No. 1, pp. 3 - 20.
Gerzema, J. and Lebar, E. (2008), The brand bubble: the looming crisis in brand value and how to avoid it, San Francisco, CA.: John Wiley and Sons.
Giovanis, A.N. and Athanasopoulou, P. (2018), "Consumer-brand relationships and brand loyalty in technology-mediated services", Journal of Retailing & Consumer Services, Vol. 40 No. 1, pp. 287 - 294.
González-Mansilla, Ó., Berenguer-Contrí, G. and Serra-Cantallops, A. (2019), "The impact of value co-creation on hotel brand equity and customer satisfaction", Tourism Management, Vol. 75 No. 2, pp. 51 - 65.
Gronroos, C. (2000), Service management and marketing: a customer relationship management approach, John Wiley & Sons Ltd (Second edition).
Gronroos, C. (2004), "The relationship marketing process: communication, interaction, dialogue, value", Journal of Business & Industrial Marketing, Vol. 19 No. 2, pp. 99 - 113.
Ha, H.Y. and Perks, H. (2005), "Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust", Journal of Consumer Behaviour: An International Research Review, Vol. 4 No. 6, pp. 438 - 452.
Haeckel, S.H., Carbone, L.P. and Berry, L.L. (2003), "How to lead the customer experience", Marketing Management, Vol. 12 No. 1, pp. 18 - 23.
Huang, Z.J. and Cai, L.A. (2015), "Modelling consumer-based brand equity for multinational telecommunication brands–When hosts become guests", Tourism Management, Vol. 46 No. 2, pp. 431 - 443.
Jing, Z., Pitsaphol, C. and Shabbir, R. (2014), "The influence of brand awareness, brand image and perceived qualityon brand loyalty: a case study of oppo brand in Thailand", Interdisciplinary Journal of Contemporary Research in Business, Vol. 5 No. 12, pp. 16 - 26.
Keller, K. (1993), "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, Vol. 57 No. 1, pp. 1 - 22.
Kim, H.R. (2005), "Developing an index of online customer satisfaction", Journal of Financial Services Marketing, Vol. 10 No. 1, pp. 49 - 64.
Kim, H. and Kim, W.G. (2005), "The relationship between brand equity and firms’ performance in luxury telecommunications and restaurants", Tourism Management, Vol. 26 No. 4, pp. 549 - 560.
Khan, I. and Rahman, Z. (2015), "A review and future directions of brand experience research", International Strategic Management Review, Vol. 3 No. 1-2, pp. 1 - 14.
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, C.T., Wang, K.C. and Chen, W.Y. (2008), "Female tour leaders as advertising endorsers", The Service Industries Journal, Vol. 28 No. 9, pp. 1265 - 1275.
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.
Morrison, S. and Crane, F.G. (2007), "Building the service brand by creating and managing an emotional brand experience", Journal of Brand
Management, Vol. 14 No. 5, pp. 410 - 421.
Nam, J., Ekinci, Y. and Whyatt, G. (2011), "Brand equity, brand loyalty and consumer satisfaction", Annals of Tourism Research, Vol. 38 No. 3, pp. 1009 - 1030.
Nassar, M.A. (2017), "Customer satisfaction and hotel brand equity: a structural equation modelling study", Journal of Tourism & Hospitality Management, Vol. 5 No. 4, pp. 144 - 162.
Nga, N.T.Q. and Thu, L.D.M. (2019), "The impact of customer satisfaction on brand loyalty for mobile telecommunications services", Journal of International Economics and Management, No. 124, pp 24 - 44.
Nysveen, H., Pedersen, P.E. and Skard, S. (2013), "Brand experiences in service organizations: exploring the individual effects of brand experience dimensions", Journal of Brand Management, Vol. 20 No. 5, pp. 404 - 423.
Odin, Y., Odin, N. and Valette-Florence, P. (2001), "Conceptual and operational aspectsnof brand loyalty: an empirical investigation", Journal of Business Research, Vol. 53 No. 2, pp. 75 - 84.
O’Loughlin, D.l., Szmigin, I. and Turnbull, P. (2004), "Branding and relationships:
customer and supplier perspectives", Journal of Financial Services Marketing, Vol. 8 No. 3, pp. 218 - 230.
Oliver, R.L. (1980), "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, Vol. 17 No. 4, pp. 460 - 469. Oliver, R.L. (1993), "Cognitive, affective and attribute bases of the satisfaction response", Journal of Consumer Research, Vol. 20 No. 3, pp. 418 - 430.
Oliver, R.L. (1999), "Whence consumer loyalty?", Journal of Marketing, Vol. 63 No. 4, pp. 33 - 44.
O’Neill, J.W., Dev, C.S. and Hiromi, Y. (2013), "Telecommunication assets: an analysis of brand attributes, franchise fees, telecommunication age and performance", International Journal of The Built Environment & Asset Management, Vol. 1 No. 2, pp. 139 - 164.
Oppong, P.K. and Phiri, M.A. (2018), "Impact of brand awareness and association on loyalty: the role of equity in plant medicine market in Kumasi, Ghana", African Journal of Business and Economic Research, Vol. 13 No. 2, pp. 163 - 181.
Óscar, G.M., Gloria, B.C. and Antoni, S.C. (2019), "The impact of value cocreation on hotel brand equity and customer satisfaction", Tourism Management, Vol. 75 No. 2, pp. 51 - 65.
Pike, S.D., Bianchi, C., Kerr, G.F. and Patti, C. (2010), "Consumer-based brand equity for Australia as a Long Haul tourism destination in an emerging market", International Marketing Review, Vol. 27 No. 4, pp. 1 - 26.
Tabachnick, B.G. and Fidell, L.S. (1996), Using multivariate statistics, Northridge. Cal.: Harper Collins.
Thu, T.M. and Nhung, D.T.H. (2019), "Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context", Journal of International Economics and Management, No. 124, pp. 3 - 23.
Tse, D.K. and Wilton, P.C. (1988), "Models of consumer satisfaction formation: an extension", Journal of Marketing Research, Vol. 25 No. 2, pp. 204 - 212.
Tseng, Y.M. (2007), "The impacts of relationship marketing tactics on relationship quality in service industry", Business Research Quarterly, Vol. 7 No. 2, pp. 310 - 314.
Sethuraman, R. (2003), "Measuring national brands' equity over store brands", Review of Marketing Science, Vol. 1 No. 1, pp. 1 - 25.
Silverstein, M. (2006), Treasure hunt: inside the mind of the new consumer, New York, NY: Penguin Group.
Stone, M., Woodcock, N. and Machtynger, L. (2000), Customer relationship marketing: get to know your customers and win their loyalty, Kogan Page Ltd, Second Edition.
Yoo, B. and Donthu, N. (2001), "Developing and validating a multidimensional consumer-based brand equity scale", Journal of Business Research, Vol. 52 No. 1, pp. 1 - 14.
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.
Washburn, J. and Plank, R. (2002), “Measuring brand equity: an evaluation of a consumer-based brand equity scale”, Journal of Marketing Theory & Practice, Vol. 10 No. 1, pp. 46 - 62.
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.
Zhang, P. and Von Dran, G.M. (2000), “Satisfiers and dissatisfies: a two factor model for website design and evaluation”, Journal of the American Society for Information Science, Vol. 51 No. 14, pp. 1253 - 1268.
Aaker, D. (1991), Managing brand equity, New York, NY: Free Press.
Aaker, D.A. (1996), "Measuring brand equity across products and markets", California Management Review, Vol. 38 No. 3, pp. 102 - 120.
Ahmad, Z. and Hashim, R. (2010), "Customer’s brand equity and customer loyalty: a study on hotel’s conference market", World Applied Sciences Journal, Vol. 10 No. 10, pp. 115 - 120.
Anderson, E.W. and Sullivan, M.W. (1993), "The antecedents and consequences of customer satisfaction for firms", Marketing Science, Vol. 12 No. 2, pp. 125 - 143. Bernués, A., Olaizola, A. and Corcoran, K. (2003), "Extrinsic attributes of red meat as indicators of quality in Europe: an application for market segmentation", Food Quality & Preference, Vol. 14 No. 4, pp. 265 - 276.
Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2009), "Brand experience: what is it? How is it measured? Does it affect loyalty?", Journal of Marketing, Vol. 73 No. 3, pp. 52 - 68.
Brodie, R.J., Whittome, J.R. and Brush, G.J. (2009), "Investigating the service brand:
a customer value perspective", Journal of Business Research, Vol. 62 No. 3, pp. 345 - 355.
Chow, H.W., Ling, G.J., Yen, I.Y. and Hwang, K.P. (2017), "Building brand equity through industrial tourism", Asia Pacific Management Review, Vol. 22 No. 2, pp. 70 - 79.
Cronin, J.J., Brady, M.K. and Hult, G.T.M. (2000), "Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environment", Journal of Retailing, Vol. 76 No. 2, pp. 193 - 218.
Dobni, D. and Zinkhan, G.M. (1990), "In search of brand image: a foundation analysis", Advances in Consumer Research, Vol. 17 No. 1, pp. 110 - 119.
Dong, S., Ding, M., Grewal, R. and Zhao, P. (2011), "Functional forms of the satisfaction-loyalty relationship", International Journal of Research in Marketing, Vol. 28 No. 1, pp. 38 - 50.
Dodd, D. and Favaro, K. (2006), "Managing the right tension", Harvard Business Review, Vol. 84 No. 12, pp. 62 - 74.
Ekinci, Y., Dawes, P.L. and Massey, G.R. (2008), "An extended model of the antecedents and consequences of consumer satisfaction for hospitality services", European Journal of Marketing, Vol. 42 No. 1/2, pp. 35 - 68.
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.
Forgacs, G. (2003), "Brand asset equilibrium in telecommunication management", International Journal of Contemporary Hospitality Managemen, Vol. 15 No. 6, pp. 340 - 342.
Gera, R. (2011), "Investigating the link between service quality, value, satisfaction and behavioural intentions in a public sector bank in India", International Journal of Services, Economics & Management, Vol. 3 No. 1, pp. 3 - 20.
Gerzema, J. and Lebar, E. (2008), The brand bubble: the looming crisis in brand value and how to avoid it, San Francisco, CA.: John Wiley and Sons.
Giovanis, A.N. and Athanasopoulou, P. (2018), "Consumer-brand relationships and brand loyalty in technology-mediated services", Journal of Retailing & Consumer Services, Vol. 40 No. 1, pp. 287 - 294.
González-Mansilla, Ó., Berenguer-Contrí, G. and Serra-Cantallops, A. (2019), "The impact of value co-creation on hotel brand equity and customer satisfaction", Tourism Management, Vol. 75 No. 2, pp. 51 - 65.
Gronroos, C. (2000), Service management and marketing: a customer relationship management approach, John Wiley & Sons Ltd (Second edition).
Gronroos, C. (2004), "The relationship marketing process: communication, interaction, dialogue, value", Journal of Business & Industrial Marketing, Vol. 19 No. 2, pp. 99 - 113.
Ha, H.Y. and Perks, H. (2005), "Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust", Journal of Consumer Behaviour: An International Research Review, Vol. 4 No. 6, pp. 438 - 452.
Haeckel, S.H., Carbone, L.P. and Berry, L.L. (2003), "How to lead the customer experience", Marketing Management, Vol. 12 No. 1, pp. 18 - 23.
Huang, Z.J. and Cai, L.A. (2015), "Modelling consumer-based brand equity for multinational telecommunication brands–When hosts become guests", Tourism Management, Vol. 46 No. 2, pp. 431 - 443.
Jing, Z., Pitsaphol, C. and Shabbir, R. (2014), "The influence of brand awareness, brand image and perceived qualityon brand loyalty: a case study of oppo brand in Thailand", Interdisciplinary Journal of Contemporary Research in Business, Vol. 5 No. 12, pp. 16 - 26.
Keller, K. (1993), "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, Vol. 57 No. 1, pp. 1 - 22.
Kim, H.R. (2005), "Developing an index of online customer satisfaction", Journal of Financial Services Marketing, Vol. 10 No. 1, pp. 49 - 64.
Kim, H. and Kim, W.G. (2005), "The relationship between brand equity and firms’ performance in luxury telecommunications and restaurants", Tourism Management, Vol. 26 No. 4, pp. 549 - 560.
Khan, I. and Rahman, Z. (2015), "A review and future directions of brand experience research", International Strategic Management Review, Vol. 3 No. 1-2, pp. 1 - 14.
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, C.T., Wang, K.C. and Chen, W.Y. (2008), "Female tour leaders as advertising endorsers", The Service Industries Journal, Vol. 28 No. 9, pp. 1265 - 1275.
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.
Morrison, S. and Crane, F.G. (2007), "Building the service brand by creating and managing an emotional brand experience", Journal of Brand
Management, Vol. 14 No. 5, pp. 410 - 421.
Nam, J., Ekinci, Y. and Whyatt, G. (2011), "Brand equity, brand loyalty and consumer satisfaction", Annals of Tourism Research, Vol. 38 No. 3, pp. 1009 - 1030.
Nassar, M.A. (2017), "Customer satisfaction and hotel brand equity: a structural equation modelling study", Journal of Tourism & Hospitality Management, Vol. 5 No. 4, pp. 144 - 162.
Nga, N.T.Q. and Thu, L.D.M. (2019), "The impact of customer satisfaction on brand loyalty for mobile telecommunications services", Journal of International Economics and Management, No. 124, pp 24 - 44.
Nysveen, H., Pedersen, P.E. and Skard, S. (2013), "Brand experiences in service organizations: exploring the individual effects of brand experience dimensions", Journal of Brand Management, Vol. 20 No. 5, pp. 404 - 423.
Odin, Y., Odin, N. and Valette-Florence, P. (2001), "Conceptual and operational aspectsnof brand loyalty: an empirical investigation", Journal of Business Research, Vol. 53 No. 2, pp. 75 - 84.
O’Loughlin, D.l., Szmigin, I. and Turnbull, P. (2004), "Branding and relationships:
customer and supplier perspectives", Journal of Financial Services Marketing, Vol. 8 No. 3, pp. 218 - 230.
Oliver, R.L. (1980), "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, Vol. 17 No. 4, pp. 460 - 469. Oliver, R.L. (1993), "Cognitive, affective and attribute bases of the satisfaction response", Journal of Consumer Research, Vol. 20 No. 3, pp. 418 - 430.
Oliver, R.L. (1999), "Whence consumer loyalty?", Journal of Marketing, Vol. 63 No. 4, pp. 33 - 44.
O’Neill, J.W., Dev, C.S. and Hiromi, Y. (2013), "Telecommunication assets: an analysis of brand attributes, franchise fees, telecommunication age and performance", International Journal of The Built Environment & Asset Management, Vol. 1 No. 2, pp. 139 - 164.
Oppong, P.K. and Phiri, M.A. (2018), "Impact of brand awareness and association on loyalty: the role of equity in plant medicine market in Kumasi, Ghana", African Journal of Business and Economic Research, Vol. 13 No. 2, pp. 163 - 181.
Óscar, G.M., Gloria, B.C. and Antoni, S.C. (2019), "The impact of value cocreation on hotel brand equity and customer satisfaction", Tourism Management, Vol. 75 No. 2, pp. 51 - 65.
Pike, S.D., Bianchi, C., Kerr, G.F. and Patti, C. (2010), "Consumer-based brand equity for Australia as a Long Haul tourism destination in an emerging market", International Marketing Review, Vol. 27 No. 4, pp. 1 - 26.
Tabachnick, B.G. and Fidell, L.S. (1996), Using multivariate statistics, Northridge. Cal.: Harper Collins.
Thu, T.M. and Nhung, D.T.H. (2019), "Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in Vietnam context", Journal of International Economics and Management, No. 124, pp. 3 - 23.
Tse, D.K. and Wilton, P.C. (1988), "Models of consumer satisfaction formation: an extension", Journal of Marketing Research, Vol. 25 No. 2, pp. 204 - 212.
Tseng, Y.M. (2007), "The impacts of relationship marketing tactics on relationship quality in service industry", Business Research Quarterly, Vol. 7 No. 2, pp. 310 - 314.
Sethuraman, R. (2003), "Measuring national brands' equity over store brands", Review of Marketing Science, Vol. 1 No. 1, pp. 1 - 25.
Silverstein, M. (2006), Treasure hunt: inside the mind of the new consumer, New York, NY: Penguin Group.
Stone, M., Woodcock, N. and Machtynger, L. (2000), Customer relationship marketing: get to know your customers and win their loyalty, Kogan Page Ltd, Second Edition.
Yoo, B. and Donthu, N. (2001), "Developing and validating a multidimensional consumer-based brand equity scale", Journal of Business Research, Vol. 52 No. 1, pp. 1 - 14.
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.
Washburn, J. and Plank, R. (2002), “Measuring brand equity: an evaluation of a consumer-based brand equity scale”, Journal of Marketing Theory & Practice, Vol. 10 No. 1, pp. 46 - 62.
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.
Zhang, P. and Von Dran, G.M. (2000), “Satisfiers and dissatisfies: a two factor model for website design and evaluation”, Journal of the American Society for Information Science, Vol. 51 No. 14, pp. 1253 - 1268.