Search results
1 – 3 of 3Muhammad 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…
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
Keywords
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…
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