THE IMPACT OF BRAND DIMENSIONS ON CUSTOMER SATISFACTION WITH THE BRAND: AN EMPIRICAL STUDY ON MOBILE PHONE CUSTOMERS IN EGYPT
Abstract
This research aimed to investigate the impact of brand dimensions (brand perceived price, a celebrity of the brand, brand perceived quality, customer trust in the brand, and brand perceived value) on customer satisfaction of mobile phones in Egypt. The empirical research carried out on customers of the Samsung brand in Egypt, and also the research aimed to identify the most critical dimensions of the brand affecting customer satisfaction of the Samsung brand in Egypt. Based on the study and analysis of previous studies and brand literature, a questionnaire developed to collect preliminary research data, distributed to an appropriate sample of 344 Samsung brand users. The research hypotheses tested using a simple and multiple regression analysis in a stepwise regression method, as well as the use of descriptive statistics to describe the characteristics of the research sample. The research found that there is a positive and significant correlation between the brand's dimensions (brand perceived price, a celebrity of the brand, brand perceived quality, customer trust in the brand, and brand perceived value) and customer satisfaction with the brand. Further, brand perceived price, a celebrity of the brand, and the brand perceived value had the most substantial impact on users’ satisfaction among brand dimensions addressed by this study. Brand perceived price perceptive was the essential dimension of the brand affecting customer satisfaction with the brand, and based on the results of the research was developed a set of recommendations aimed at enhancing the role of the brand in its various dimensions in the marketing of mobile phone for both companies and customers alike. The research recommends the need for continued and representatives Samsung mobile phone company to maintain business reputation and value through advertising and other means that help strengthen the minds of customers product niche, and the need to maintain mobile phone prices versus celebrity, enhancing the brand's value.
JEL: M30; M31
Keywords
Full Text:
PDFReferences
Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87.
Alexandris, K., Douka, S., Papadopoulos, P., & Kaltsatou, A. (2008). Testing the role of service quality on the development of brand associations and brand loyalty. Managing Service Quality: An International Journal.
Ali, F., & Muqadas, S. (2015). The impact of brand equity on brand loyalty: The mediating role of customer satisfaction. Pakistan Journal of Commerce and Social Sciences (PJCSS), 9(3), 890–915.
Anderson, E. W., Fornell, C., & Rust, R. T. (1997). Customer satisfaction, productivity, and profitability: Differences between goods and services. Marketing Science, 16(2), 129–145.
Arnott, D. C., Wilson, D., Elliott, R., & Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing.
Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity. Marketing Intelligence & Planning.
Aydin, S., Özer, G., & Arasil, Ö. (2005). Customer loyalty and the effect of switching costs as a moderator variable. Marketing Intelligence & Planning.
Baig, S. A., Zia-Ur-Rehman, M., Javed, E., Aslam, T., & Shafique, A. (2015). Mediating roles of customer satisfaction and customer trust in building brand loyalty. An empirical study in Pakistan. Business Management Dynamics, 4(10), 1.
Becerra, E. P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management.
Bennett, R., & Rundle‐Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing.
Bergman, B., & Klefsjö, B. (2010). Quality from customer needs to customer satisfaction. Studentlitteratur AB.
Beverland, M., Lindgreen, A., Napoli, J., Walley, K., Custance, P., Taylor, S., & Hingley, M. (2007). The importance of brand in the industrial purchase decision: a case study of the UK tractor market. Journal of Business & Industrial Marketing.
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction. Asia Pacific Journal of Marketing and Logistics.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55–68.
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management.
Dharmaraj, C. (2010). Impact of brand preference dimensions on customer satisfaction-A meta analysis for passenger cars. Indian Journal of Marketing, 40(11), 28–35.
Emari, H., Jafari, A., & Mogaddam, M. (2012). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17), 5692–5701.
Forney, J. C., Park, E. J., & Brandon, L. (2005). Effects of evaluative criteria on fashion brand extension. Journal of Fashion Marketing and Management: An International Journal.
Fratto, G. M., Jones, M. R., & Cassill, N. L. (2006). An investigation of competitive pricing among apparel retailers and brands. Journal of Fashion Marketing and Management: An International Journal.
Gil-Saura, I., Ruiz-Molina, M. E., Michel, G., & Corraliza-Zapata, A. (2013). Retail brand equity: a model based on its dimensions and effects. The International Review of Retail, Distribution and Consumer Research, 23(2), 111–136.
Gil, R. B., Andres, E. F., & Salinas, E. M. (2007). Family as a source of consumer‐based brand equity. Journal of Product & Brand Management.
Gilbert, G. R., Veloutsou, C., Goode, M. M. H., & Moutinho, L. (2004). Measuring customer satisfaction in the fast food industry: a cross‐national approach. Journal of Services Marketing.
Gomez, M. I., McLaughlin, E. W., & Wittink, D. R. (2004). Customer satisfaction and retail sales performance: an empirical investigation. Journal of Retailing, 80(4), 265–278.
Grace, D., & O’Cass, A. (2004). Examining service experiences and post‐consumption evaluations. Journal of Services Marketing.
Grewal, D., Levy, M., & Lehmann, D. R. (2004). Retail branding and customer loyalty: an overview. Journal of Retailing, 4(80), ix–xii.
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487–510.
Herstein, R., & Gamliel, E. (2006). The role of private branding in improving service quality. Managing Service Quality: An International Journal.
Huang, C.-C., Yen, S.-W., Liu, C.-Y., & Chang, T.-P. (2014). The Relationship Among Brand Equity, Customer Satisfaction, And Brand Resonance to Repurchase Intention of Cultural and Creative Industries in Taiwan. International Journal of Organizational Innovation, 6(3).
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343–354.
Iglesias, O., Markovic, S., Singh, J. J., & Sierra, V. (2019). Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits. Journal of Business Ethics, 154(2), 441–459.
Ilicic, J., & Webster, C. M. (2015). Consumer values of corporate and celebrity brand associations. Qualitative Market Research: An International Journal.
Im, H. H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385–403.
Kalita, J. K., Jagpal, S., & Lehmann, D. R. (2004). Do high prices signal high quality? A theoretical model and empirical results. Journal of Product & Brand Management.
Keiningham, T. L., Perkins-Munn, T., Aksoy, L., & Estrin, D. (2005). Does customer satisfaction lead to profitability?: The mediating role of share-of-wallet. Managing Service Quality, 15(2), 172–181.
Kim, H.-S., & Shim, J.-H. (2019). The effects of quality factors on customer satisfaction, trust and behavioral intention in chicken restaurants. Journal of Industrial Distribution & Business Vol, 10(4), 43–56.
Kim, H., Kim, W. G., & An, J. A. (2003). The effect of consumer‐based brand equity on firms’ financial performance. Journal of Consumer Marketing.
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329.
Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139–147.
Laforet, S. (2007). British grocers’ brand extension in financial services. Journal of Product & Brand Management.
Lane, K. K. (2003). Strategic brand management: building, measuring, and managing brand equity. New Jersey.
Laroche, M., Habibi, M. R., Richard, M.-O., & Sankaranarayanan, R. (2012). The effects of social media-based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767.
Lhotáková, M. (2012). The growing brand equity and brand value–The learnings from most valuable brands. Studia Commercialia Bratislavensia, 5(19), 434–448.
Li, F., Kashyap, R., Zhou, N., & Yang, Z. (2008). Brand trust as a second-order factor: An alternative measurement model. International Journal of Market Research, 50(6), 817–839.
Mostert, P. G., Petzer, D. J., & Weideman, A. (2016). The interrelationships between customer satisfaction, brand loyalty and relationship intentions of Generation Y consumers towards smart phone brands. South African Journal of Business Management, 47(3), 25–34.
Nguyen, N., Leclerc, A., & LeBlanc, G. (2013). The mediating role of customer trust on customer loyalty.
O’Cass, A., & Grace, D. (2003). An exploratory perspective of service brand associations. Journal of Services Marketing.
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311.
Parasuraman, A., Zeithaml, V., & Berry, L. (2002). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Retailing: Critical Concepts, 64(1), 140.
Peppers, D., & Rogers, M. (2004). Managing customer relationships: A strategic framework. John Wiley & Sons.
Rajagopal. (2007). Buying decisions towards organic products: an analysis of customer value and brand drivers. International Journal of Emerging Markets, 2(3), 236–251.
Rajh, E., Vranesevic, T., & Tolic, D. (2003). Croatian food industry–brand equity in selected product categories. British Food Journal.
Ramadhan, M. (2011). Internet banking, consumer adoption and customer satisfaction. African Journal of Marketing Management, 3(10), 261–269.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management.
Rangkuti, F. (2018). Measuring Customer Satisfaction Teknik Mengukur Strat. Meningk. Kep. Plg. Gramedia Pustaka Utama.
Ryu, K., & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310–329.
San Martín, H., Herrero, A., & García de los Salmones, M. del M. (2019). An integrative model of destination brand equity and tourist satisfaction. Current Issues in Tourism, 22(16), 1992–2013.
Satvati, R. S., Rabie, M., & Rasoli, K. (2016). Studying the relationship between brand equity and consumer behavior. International Review, 1–2, 153–163.
Song, Y., Hur, W.-M., & Kim, M. (2012). Brand trust and affect in the luxury brand–customer relationship. Social Behavior and Personality: An International Journal, 40(2), 331–338.
Suh, J., & Youjae, Y. (2006). When brand attitudes affect the customer satisfaction‐loyalty relation: the moderating role of product involvement. Journal of Consumer Psychology, 16(2), 145–155.
Swaminathan, V., Page, K. L., & Gürhan-Canli, Z. (2007). “My” brand or “our” brand: The effects of brand relationship dimensions and self-construal on brand evaluations. Journal of Consumer Research, 34(2), 248–259.
Taleghani, M., Largani, M. S., & Mousavian, S. J. (2011). The investigation and analysis impact of brand dimensions on services quality and customers satisfaction in new enterprises of Iran. Contemporary Marketing Review, 1(6), 1–13.
Thomas, B. J., & Sekar, P. C. (2008). Measurement and validity of Jennifer Aaker’s brand personality scale for Colgate brand. Vikalpa, 33(3), 49–62.
DOI: http://dx.doi.org/10.46827/ejmms.v5i3.839
Refbacks
- There are currently no refbacks.
Copyright (c) 2020 Attia Abd El- Kader Attia Ali
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
