IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v59y2021ics096969892031359x.html
   My bibliography  Save this article

Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms

Author

Listed:
  • Ray, Arghya
  • Bala, Pradip Kumar
  • Chakraborty, Shibashish
  • Dasgupta, Shilpee A.

Abstract

Understanding service branding from the customer perspective is helpful for various organizations to attain a competitive edge and build a strong customer base. This research work aims to evaluate the various dimensions and constructs that affect brand equity and user's willingness to undertake courses from various e-Learning providers. Data for the quantitative study was obtained using a questionnaire based survey. Analysis of the 378 responses reveals that consumer experience is a strong predictor of both brand meaning and customer satisfaction. Although brand meaning positively impacts brand equity, brand awareness demonstrates a negative effect on brand equity. However, brand equity and customer satisfaction have a significant and positive impact on intention to undertake courses from online learning platforms. The study concludes with discussion on different implications, shortcomings, and directions for future research.

Suggested Citation

  • Ray, Arghya & Bala, Pradip Kumar & Chakraborty, Shibashish & Dasgupta, Shilpee A., 2021. "Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s096969892031359x
    DOI: 10.1016/j.jretconser.2020.102351
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S096969892031359X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102351?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Magali Jara & Gérard Cliquet, 2012. "Retail brand equity: Conceptualization and measurement," Post-Print halshs-00675161, HAL.
    2. Valette-Florence, Pierre & Guizani, Haythem & Merunka, Dwight, 2011. "The impact of brand personality and sales promotions on brand equity," Journal of Business Research, Elsevier, vol. 64(1), pages 24-28, January.
    3. Hamed Taherdoost, 2017. "Determining Sample Size; How to Calculate Survey Sample Size," Post-Print hal-02557333, HAL.
    4. Pierre Valette-Florence & Haythem Guizani & Dwight Merunka, 2011. "The impact of brand personality and sales promotions on brand equity," Post-Print hal-01822306, HAL.
    5. Ray, Arghya & Dhir, Amandeep & Bala, Pradip Kumar & Kaur, Puneet, 2019. "Why do people use food delivery apps (FDA)? A uses and gratification theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 221-230.
    6. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Khantimirov, Denis & Karande, Kiran & Ford, John, 2020. "Dissatisfaction after service failures as a realized transaction risk: Customer opportunism as a function of external and internal rewards," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    8. Jara, Magali & Cliquet, Gérard, 2012. "Retail brand equity: Conceptualization and measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 140-149.
    9. Haixia Lv & Guang Yu & Gang Wu, 2018. "Relationships among customer loyalty, customer satisfaction, corporate image and behavioural intention on social media for a corporation," International Journal of Information Technology and Management, Inderscience Enterprises Ltd, vol. 17(3), pages 170-183.
    10. Arghya Ray & Pradip Kumar Bala & Shilpee A. Dasgupta & Abhishek Srivastava, 2020. "Understanding the factors influencing career choices in India: from the students' perspectives," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 20(2), pages 175-193.
    11. Rob Bailey & Stephen Ball, 2006. "An exploration of the meanings of hotel brand equity," The Service Industries Journal, Taylor & Francis Journals, vol. 26(1), pages 15-38, January.
    12. Claes Cassel & Peter Hackl & Anders Westlund, 1999. "Robustness of partial least-squares method for estimating latent variable quality structures," Journal of Applied Statistics, Taylor & Francis Journals, vol. 26(4), pages 435-446.
    13. Milad Kalantari Shahijan & Sajad Rezaei & Vinitha Padmanabhan Guptan, 2018. "Marketing public and private higher education institutions: A total experiential model of international student’s satisfaction, performance and continues intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 205-234, June.
    14. Raffaele Filieri & Zhibin Lin & Simona D’Antone & Elena Chatzopoulou, 2019. "A cultural approach to brand equity: the role of brand mianzi and brand popularity in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 376-394, July.
    15. Faseeh Amin Beig & Fayaz Ahmad Nika, 2019. "Brand Experience and Brand Equity," Vision, , vol. 23(4), pages 410-417, December.
    16. Çifci, Sertaç & Ekinci, Yuksel & Whyatt, Georgina & Japutra, Arnold & Molinillo, Sebastian & Siala, Haytham, 2016. "A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands," Journal of Business Research, Elsevier, vol. 69(9), pages 3740-3747.
    17. Sry Wahyuni & Mardiana Ahmad & Syafruddin Syarif & Nasrudin A. Mappaware & Prihantono Prihantono & Burhanuddin Bahar, 2019. "Digital Scales of Web-Based Partograph in Detecting the Early Postpartum Bleeding," Global Journal of Health Science, Canadian Center of Science and Education, vol. 11(6), pages 1-86, June.
    18. Marica Mazurek, 2019. "Brand Reputation and its Influence on Consumers’ Behavior," Contemporary Studies in Economic and Financial Analysis, in: Contemporary Issues in Behavioral Finance, volume 101, pages 45-52, Emerald Group Publishing Limited.
    19. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    20. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    21. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    22. Filieri, Raffaele, 2015. "What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM," Journal of Business Research, Elsevier, vol. 68(6), pages 1261-1270.
    23. Schmidt, Holger J. & Mason, Roger & Steenkamp, Pieter & Mugobo, Virimai, 2017. "Does brand orientation contribute to retailers’ success? An empirical study in the South African market," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 210-222.
    24. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
    25. Luu Trong Tuan, 2012. "Corporate social responsibility, leadership, and brand equity in healthcare service," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 8(3), pages 347-362, July.
    26. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    27. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    28. Moisescu, Ovidiu Ioan, 2005. "The concept of brand equity - A comparative approach," MPRA Paper 32013, University Library of Munich, Germany.
    29. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    30. Karen Schmieden & Lena Mayer & Mana Taheri & Christoph Meinel, 2019. "An Iterative Approach to Online Course Design: Improving a Design Research MOOC," Understanding Innovation, in: Christoph Meinel & Larry Leifer (ed.), Design Thinking Research, pages 99-112, Springer.
    31. Dominique E. Uwizeyimana & N.S. Mathevula, 2018. "Factors contributing to female educators' underrepresentation in school management positions in Lulekani Circuit, Limpopo Province, South Africa," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 16(1), pages 71-98.
    32. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
    33. Pierre Valette-Florence & H. Guizani & Dwight Merunka, 2011. "The impact of brand personality and sales promotions on brand equity," Post-Print halshs-00786047, HAL.
    34. Lisa Y. Chen, 2013. "Antecedents of customer satisfaction and purchase intention with mobile shopping system use," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 15(3), pages 259-274.
    35. Krishnamurthy, Anup & Kumar, S. Ramesh, 2018. "Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 149-156.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rumpa Roy & Mujeeb Saif Mohsen Al-Absy, 2022. "Impact of Critical Factors on the Effectiveness of Online Learning," Sustainability, MDPI, vol. 14(21), pages 1-12, October.
    2. Kumar, Anand & Bala, Pradip Kumar & Chakraborty, Shibashish & Behera, Rajat Kumar, 2024. "Exploring antecedents impacting user satisfaction with voice assistant app: A text mining-based analysis on Alexa services," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    2. Mitchell, Vincent Wayne & Balabanis, George, 2021. "The role of brand strength, type, image and product-category fit in retail brand collaborations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    3. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    4. Rudkowski, Janice, 2024. "Measuring employee-consumer integrated retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    6. Lin, Chiu Hui & Wu, Chih-Wen & Cheng, Yi-Han, 2015. "The empirical study of consumers' loyalty for display technology," Journal of Business Research, Elsevier, vol. 68(11), pages 2260-2265.
    7. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    8. Obinna C. Ojiaku & Aihie Osarenkhoe, 2018. "Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience," Global Business Review, International Management Institute, vol. 19(6), pages 1478-1493, December.
    9. Nguyen, Hang T. & Feng, Hui, 2021. "Antecedents and financial impacts of building brand love," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 572-592.
    10. Rebecca K. Trump & Kevin P. Newman, 2021. "Emotion regulation in the marketplace: the role of pleasant brand personalities," Marketing Letters, Springer, vol. 32(2), pages 231-245, June.
    11. Ilkut Elif Kandil Goker & Tayfun Arar, 2017. "Specifying the Determinants of Brand Value by Using AHP Method," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(1), pages 98-106, January.
    12. Chen, Lijun & Parcell, Joe L & Chen, Chao & James, Harvey S. Jr & Xu, Danning, 2016. "Consumer preference for supermarket food sampling in China," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236043, Agricultural and Applied Economics Association.
    13. Wu, Chih-Wen, 2014. "The study of service innovation for digiservice on loyalty," Journal of Business Research, Elsevier, vol. 67(5), pages 819-824.
    14. Lin, YiHsin & Ryan, Chris, 2016. "From mission statement to airline branding," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 150-160.
    15. Chan, Vanessa Hiu Ying & Chiu, Dickson K.W. & Ho, Kevin K.W., 2022. "Mediating effects on the relationship between perceived service quality and public library app loyalty during the COVID-19 era," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    16. Natalia A. Kochkina & Olga V. Novikova & Dmitriy B. Potapov, 2014. "What Affects Brand Equity: The Precise Measurement With Consumer Choice Model," HSE Working papers WP BRP 26/MAN/2014, National Research University Higher School of Economics.
    17. Barreda, Albert A. & Bilgihan, Anil & Nusair, Khaldoon & Okumus, Fevzi, 2016. "Online branding: Development of hotel branding through interactivity theory," Tourism Management, Elsevier, vol. 57(C), pages 180-192.
    18. Aloy Okafor & Olusoji George, 2016. "Theorising the Concept of Product Branding: A Qualitative Approach to the History of Branding; the Case of the Nigerian Milk Industry," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 84-96, April.
    19. Jingyu Li & Anding Zhu & Dongsheng Liu & Wenmin Zhao & Yi Zhou & Yahui Chen & Yanni Liu & Nan Sun, 2020. "Sustainability of China’s Singles Day Shopping Festivals: Exploring the Moderating Effect of Fairness Atmospherics on Consumers’ Continuance Participation," Sustainability, MDPI, vol. 12(7), pages 1-24, March.
    20. Bilal Gerekan & Abdulkadir Pehlivan & Mahmut Kocan, 2019. "The Effect of Firm Growth on Brand Value: Evidence from Brand Finance Turkey-100," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 9(9), pages 1067-1076, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:59:y:2021:i:c:s096969892031359x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.