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Open Access
Article
Publication date: 29 March 2021

Muhammad Danish Habib and Muhammad Arslan Sarwar

This study aims to examine the concept of brand equity and willingness to buy second-hand products in the automobile context. The customer-based brand equity model is used as a…

7646

Abstract

Purpose

This study aims to examine the concept of brand equity and willingness to buy second-hand products in the automobile context. The customer-based brand equity model is used as a theoretical lens to examine after-sales services, brand credibility and brand loyalty as drivers of brand equity and willingness to buy the second-hand product.

Design/methodology/approach

A survey questionnaire based on convenience sampling is used to collect the data from the car owners. A total of 433 survey responses were used to empirically test the measures and propositions by using structural equation modeling (SEM).

Findings

The findings suggest that after-sales services are a key factor in developing brand credibility and brand loyalty. Results are also in support of the positive and significant impact of brand credibility and brand loyalty on brand equity and willingness to buy second-hand products.

Originality/value

Brand equity represents a differential response and preference to marketing efforts that a product obtains as a result of its brand identification. Although practitioners are actively engaged to position themselves as a unique, attractive and strong brand, little is known about the equity of the brand in the case of second-hand products. This study provides an alternate branding view to the academic scholars and to the marketing manager as this study explicitly probes into the effect of after-sales services in developing brand credibility, brand loyalty, brand equity and wiliness to buy second-hand product as an outcome.

Details

Rajagiri Management Journal, vol. 15 no. 2
Type: Research Article
ISSN: 0972-9968

Keywords

Open Access
Article
Publication date: 17 May 2023

Abstract

Details

Public Administration and Policy, vol. 26 no. 1
Type: Research Article
ISSN: 1727-2645

Open Access
Article
Publication date: 31 August 2022

Riyad Moosa and Smita Kashiramka

This study aims to explore the relationship between the objectives of Islamic banking, customer satisfaction and customer loyalty in the South African context. Diving deep, this…

7991

Abstract

Purpose

This study aims to explore the relationship between the objectives of Islamic banking, customer satisfaction and customer loyalty in the South African context. Diving deep, this study also explores the relationship between customer satisfaction and customer loyalty.

Design/methodology/approach

Purposive and snowball sampling techniques were used, resulting in 163 respondents participating in this study. The data was collected using an online survey and analysed using a structural equation model based on the partial least squares method.

Findings

The results indicate that the construct related to the objectives of Islamic banking influences both customer satisfaction and customer loyalty. In addition, customer satisfaction is also found to influence a customer’s loyalty to the Islamic bank.

Originality/value

In South Africa, to the best of the authors’ knowledge, this study is the first of its kind; thus, the results provide context-specific insights into the extant literature on Islamic banking for Muslims residing in a non-Muslim majority country.

Details

Journal of Islamic Marketing, vol. 14 no. 9
Type: Research Article
ISSN: 1759-0833

Keywords

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