IDEAS home Printed from https://ideas.repec.org/a/mgs/jibrme/v7y2021i1p7-16.html
   My bibliography  Save this article

The Effect of Marketing Communication on Brand Equity with Brand Image, Brand Trust, and Brand Loyalty as the Intervening Variables

Author

Listed:
  • Sri Murtiasih

    (University Gunadarma Fculty Of economic Departement Of Mangement, Jakarta, Indonesia)

  • Budi Hermana

    (University Gunadarma Fculty Of economic Departement Of Mangement, Jakarta, Indonesia)

  • Wiarsih Febriani

    (University Gunadarma Fculty Of economic Departement Of Mangement, Jakarta, Indonesia)

Abstract

An enterprise organization need good brand equity to survive in a fiercely competitive market. Marketing communication plays an important role in establishing brand equity. The study aims to analyze the effect of Marketing Communication that consists of advertising, sales promotion, and eWOM on brand equity with brand image, brand trust, and brand loyalty as the intervening variables. This study employs a quantitative method with a sample of 314 respondents, who are consumers of smartphones. The data is analyzed with SEM technique with Amos 21 application. Results of the study indicate a significantly positive effect of advertising and eWOM on brand image. eWOM exerts a larger effect on brand image than advertising. However, sales promotion does not affect brand image. Sales Promotion and eWOM have a significantly positive effect on brand trust, while advertising has a significantly negative effect on brand trust. Brand trust has a significantly positive effect on brand loyalty. Nevertheless, the brand image does not affect brand loyalty. Meanwhile, brand loyalty has a significantly positive effect on the brand equity of smartphone products purchased by consumers. Of the three variables of marketing communication studied, eWOM has the largest indirect effect on brand equit.

Suggested Citation

  • Sri Murtiasih & Budi Hermana & Wiarsih Febriani, 2021. "The Effect of Marketing Communication on Brand Equity with Brand Image, Brand Trust, and Brand Loyalty as the Intervening Variables," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 7(1), pages 7-16, November.
    • Handle: RePEc:mgs:jibrme:v:7:y:2021:i:1:p:7-16
    DOI: 10.18775/jibrm.1849-8558.2015.71.3001
    as

    Download full text from publisher

    File URL: https://researchleap.com/wp-content/uploads/2021/11/01_The-Effect-of-Marketing-Communication-on-Brand-Equity-with-Brand-Image-Brand-Trust-and-Brand-Loyalty-as-the-Intervening-Variables.pdf
    Download Restriction: no
    File URL: https://researchleap.com/the-effect-of-marketing-communication-on-brand-equity-with-brand-image-brand-trust-and-brand-loyalty-as-the-intervening-variables/
    Download Restriction: no
    File URL: https://libkey.io/10.18775/jibrm.1849-8558.2015.71.3001?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
    ---><---

    References listed on IDEAS

    as
    1. Lee, Khai Sheang & Tan, Soo Jiuan, 2003. "E-retailing versus physical retailing: A theoretical model and empirical test of consumer choice," Journal of Business Research, Elsevier, vol. 56(11), pages 877-885, November.
    Full references (including those not matched with items on IDEAS)

    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. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    2. Silvina Santana & Sandra Loureiro, 2010. "Assessing Benefits And Risks Of Online Shopping In Spain And Scotland," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 161-172.
    3. Aghekyan-Simonian, Mariné & Forsythe, Sandra & Suk Kwon, Wi & Chattaraman, Veena, 2012. "The role of product brand image and online store image on perceived risks and online purchase intentions for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 325-331.
    4. Scarpi, Daniele, 2012. "Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 53-67.
    5. Otto Bartok & Vratislav Kozák & Radka Bauerová, 2021. "Online grocery shopping: the customers´ perspective in the Czech Republic," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 16(3), pages 679-695, September.
    6. Yang, Seungmi & Kwon, Youngsun, 2022. "Effects of mobile networks and Covid-19 on mobile shopping sales in South Korea," Telecommunications Policy, Elsevier, vol. 46(9).
    7. Christian Jaag & Christian Bach, 2014. "The Effect of Payment Reversibility on E-commerce and Postal Quality," Working Papers 0046, Swiss Economics.
    8. Taylor, David G. & Strutton, David, 2010. "Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors," Journal of Business Research, Elsevier, vol. 63(9-10), pages 950-956, September.
    9. Nepomuceno, Marcelo Vinhal & Laroche, Michel & Richard, Marie-Odile, 2014. "How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 619-629.
    10. Ana B. Casado-Díaz & Leonor M. Pérez-Naranjo & Ricardo Sellers-Rubio, 2017. "Aggregate consumer ratings and booking intention: the role of brand image," Service Business, Springer;Pan-Pacific Business Association, vol. 11(3), pages 543-562, September.
    11. Torsten J. Gerpott & Jan Berends, 2022. "Competitive pricing on online markets: a literature review," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(6), pages 596-622, December.
    12. Osama Bin Ahsan, 2019. "Dimensions Of Brand Communication, Brand Image And Brand Trust As Antecedents Of Brand Loyalty," Journal of Marketing and Logistics (JML), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 2, pages 31-49, January.
    13. Zührem Yaman & Onur Köksal, 2023. "Validity and reliability of consumer attitude toward online shopping scale," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(1), pages 91-112.
    14. Chang Liu & Yueli Xu, 2021. "Consumer Sentiment Involvement in Big Data Analytics and Its Impact on Product Design Innovation," Sustainability, MDPI, vol. 13(21), pages 1-12, October.
    15. Letizia Lo Presti & Giulio Maggiore & Vittoria Marino, 2021. "The role of the chatbot on customer purchase intention: towards digital relational sales," Italian Journal of Marketing, Springer, vol. 2021(3), pages 165-188, September.
    16. Zablocki, Agnieszka & Makri, Katerina & Houston, Michael J., 2019. "Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 20-39.
    17. International Monetary Fund, 2010. "Export Versus FDI in Services," IMF Working Papers 2010/290, International Monetary Fund.
    18. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
    19. Rudrani Bhattacharya & Ila Patnaik & Ajay Shah, 2012. "Export Versus FDI in Services," The World Economy, Wiley Blackwell, vol. 35(1), pages 61-78, January.
    20. Liyuan Jiang & Quanxi Li & Xiaoding Wu, 2023. "The Impact of Clothing E-Store Image on Intention Based on Search and Purchase Phases: From the Perspective of Sustainable Marketing," Sustainability, MDPI, vol. 15(1), pages 1-20, January.

    More about this item

    Keywords

    Marketing Communication; Advertising; Sales Promotion; eWOM; Brand image; Brand Trust; Brand Loyalty; Brand Equity.;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

    Statistics

    Access and download statistics

    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:mgs:jibrme:v:7:y:2021:i:1:p:7-16. 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: Bojan Obrenovic (email available below). General contact details of provider: https://researchleap.com/ .

    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.